Beyond the Tools: Why Good Content and Copywriting Still Depend on the Writer
Captain’s Log: Day #16 of my 30-Day Challenge to write a 500-word article every day for the next 30 days.
I am such a huge Star Wars fan! I’ve watched all 9 films and some of the other adjacent movies in the series. When I was a supervisor in a BPO company I would bestow the Order of the Jedi to my agents who were able to exceed their target metrics.
And one of my favorite video games happens to be Knights Of The Old Republic or more commonly known as KOTOR to gamers. You can use “The Force”, change the colors of lightsabers and fight “The Dark Side” or be one of them. It’s one of the best Star Wars video games ever made.
There was a mission in the game, where your character had to wander in the desert planet of Tatooine to find a Krayt dragon. Hunting was a common trade and one of the things that some of the hunters remarked snidely upon was the use of battle droids and mines in hunting. To them, it was like cheating as they wanted to honor the old-school style of hunting on their own.
Now, I don’t know about you, but to me not using the technology that’s available to you could be a big disadvantage. Especially when you have a competitive environment. And to me, it’s not the tools and weapons that make the hunter but the hunter himself.
The same could also be said with copywriting and content creation today. With the rise of AI tools, it can be easy to just rely on the tool and create content or copy robotically. Think about it, you can create a ton of content or copy in a matter of minutes or hours with just a few clicks.
But, at the end of the day, it’s still the person behind the keyboard who controls everything. No matter how powerful the tool may be, at the hands of someone who does not know how to use it properly, it will be useless.
Without the basic foundations of copywriting or content creation, what you have is just a shiny tool that can generate text. Without soul, sense, or passion.
Because you are still writing to humans, and humans have emotions. They have dreams, hopes, fears, and aspirations. You still need to know what makes them tick and be able to understand them so you can get into their psyche and deliver content or copy that matters to them.
However, we cannot also discount the fact that AI is making a lot of big progress in our business overall. Being able to generate copy or content in a short amount of time can be very valuable. That’s why we also need to be able to adapt to the technology, learn how to use it best, and use it to become efficient, and essentially more effective.
And, just like the hunters in KOTOR, whether you decide to use AI or not, it’s the person behind the keyboard that still matters. Your creativity and knowledge of your market, fundamentals of marketing, copywriting, and business still matter. Keep improving and keep learning. That’s the only way to survive in the desert of life and business.
