How Copywriting Has Evolved (And What Message Always Wins)
Are you willing to do the hard work to find the hidden insight?
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting, marketing examples, and conversion tactics from the most recognized healthcare & tech brands.
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The last few years have been panic mode for a lot of copywriters:
“Oh no! AI is taking over copywriting!”
For me? I was a tad nervous. But I also decided to evolve with the times and figure out how I could leverage AI instead of going back to my job as a pizza boy (many, many years ago).
Part of that involved understanding how copywriting has evolved.
That evolution has happened through AI. You let it be your biggest research partner. You let it be your biggest critique. You let it be an ally.
I can’t decide what companies do with AI.
But I can show them better insight through how I use AI as a copywriter and email marketer.
It’s Not About the Shovel. It’s About How You Use the Shovel
If you’re digging a hole with your hands and you were suddenly given a shovel, you’d think you’d have superpowers.
That shovel transformed your work. But understanding how to use a shovel with specific techniques is another level of precision and efficiency.
The point being, it’s not just about using the shiniest new tool. It’s knowing why you’re using it.
Don’t Forget the Steps It Takes to Create Something Great
I recently took creatine before a run (thinking it would miraculously make me faster and stronger). Hint, I was still very exhausted.
It’s a reminder that I can’t shortcut the process. I can’t will myself to results. I can’t take a supplement and run a marathon. And I can’t have AI do all the work for me (because it’s not what customers want).
Instead, I can follow the steps that others are willing to skip. I can do the extra work that will go the extra mile and speak to the audience that wants a message that understands them.
Copywriting doesn’t evolve. Technology evolves to make that process smoother and more efficient.
You still have to follow the steps to get a great message.
That’s it for today, folks.
BenTen out.