Copywriting Crystal Ball 2023

If you were a copywriter in 2022 or getting started this year, you have heard lots of chatter about AI, layoffs, and another recession. Specifically, how AI can produce something fast and for pennies on the dollar. 

With the AI hostile takeover looming and threats of a recession on the horizon, I think the biggest question on copywriters’ minds right now is: Is my job safe in 2023? 

You’ve probably seen a few other videos hanging out in the algorithm about Copywriting Trends and Predictions for the new year. This video is not that. Instead of focusing on the latest copywriting discipline, I am focusing more on the career itself. I’m more interested in how the economy is shaping the role of the copywriter and how can copywriters weather the storm.

I know others want to know, but so do I. I have skin in the game as a full-time copywriter and I run a small copywriting business on the side. I need to know if I’ve put all my eggs in the wrong basket.

Is AI Taking Over Copywriting?

My first question is whether or not companies are going to be investing in human writers when there are more copy bots hitting the market every day that claim to write just as well as experienced copywriters and they can do it in a fraction of the time and for pennies on the dollar. 

So this is where I started my investigation. 

As a copywriter working in an industry where layoffs are plentiful and marketing budgets are being cut left and right, I am worried that I could be replaced by a soulless algorithm anytime. So I took to the internet to figure out what the offense was working with.

I have experience with the Hubspot AI. On their website, I selected the type of content I would be creating–blog posts for a client in the orthotics space. The form was really short and ultimately I think that is why the generated copy wasn’t that great. I believe that the form is too high-level to return good copy.

Hubspot asked for up to 5 keywords. I input:

• Active lifestyle

• Foot Care

• Orthotics

• Back Pain

• Shoe Inserts

This is just an example of the blog titles it returned. Will Foot Care Ever Rule the World? It’s a weird prompt and not something I’d think many humans would click on.

Ultimately, I think the algorithm behaves like mad libs. It seems to just be a template that just plugs in your keywords. Since the “intelligence” isn’t that smart, it ends up with unusable gibberish. It would take some brain power to untangle the generated copy if you were hell-bent on using it.

MY CONCLUSION ABOUT AI COMING FOR COPYWRITERS IN 2023

Their offense is weak. Even if companies opt to leverage AI copy generators, they are going to need copywriters to make sense of the generated text. 

In situations where a copywriter works alongside AI, they may be asked to input copy criteria in the AI form and then edit it before it can be published. The technology isn’t perfect yet and the copy it generates can’t be pushed out as-is. This means companies will still need copywriters. Whether that is in-house or they keep a list of freelancers, that will be up to the individual company.  

Plus, copywriters are more than just wordsmiths. We are smart marketers that put strategy behind our copy and content. AI bots aren’t sophisticated enough yet to consider company goals, overall messaging, phraseology, or how this specific message fits (or doesn’t fit) in the greater ecosystem of copy and content. That’s the edge humans still have over machines.

Now, with that said, we aren’t touching at all on the ethical grey area AI is sneaking around in these days and what the implications are for plagiarism laws or regulations down the road. As far as what copywriters can expect in 2023, you may be working alongside bots in the wild west. At least for now. 

With all of that out of the way, let’s talk about job security in 2023.

Increasing Your Value as a Copywriter 

Tie Your Projects to Company Goals

With tight budgets, layoffs, and cheap AI options, it’s going to be critical for copywriters to increase their perceived (and real) value. This means copywriters need to tie their projects to the bottom line: lead acquisition, conversion to a sale, or some other big company goal. 

But that’s easier said than done. It is really difficult to draw a straight line from top-of-the-funnel efforts like blogs, special events, or social media to a KPI. Usually, it isn’t a straight line. And depending on your industry, a lead may need to up 30+ impressions (called touches) before they will click on anything.

So, ask if your projects support major company initiatives and if they don’t, schedule a quick meeting with your leader. The goal there would be to see if this project is really worth your time and whether there is something else that needs your attention.

Retrospectives

One thing is certain for 2023: the cream will rise to the top. This means that copywriters who are constantly evolving, growing, and challenging themselves will be in the best position to thrive. But you can’t grow unless you take a beat to reflect on your projects. 

In the industry, these reflections are often called Retros or Retrospectives. This is time dedicated to unpacking the wins and opportunities of any effort. Copywriters can do this independently for a self-assessment, but I think it’s even more valuable to get feedback from team members, clients, and other stakeholders. 

Not everyone takes the time to do this, so when it’s done, your value goes through the roof. Not only are you getting better, but you are demonstrating your ability to take feedback. People love to give opinions—they feel seen and validated. And they keep you in mind for future projects when you’re that good to work with.

Add In-Demand Skills

When companies and brands are being asked to do more with a lot less, having well-rounded team members is a must. This is a great opportunity to either specialize or learn a complementary skill set. 

Some disciplines I have noticed overlapping into copywriting are:

• User Experience/User Interface

• Customer Journey

• Marketing Operations

• Third-party collaborations (working with other agencies or entities on a joint project)

• Cross-functional efforts (this looks different in each circumstance, but I’ve noticed that copywriters are less insulated than we used to be. We are being asked to collab with other departments more often.)

• Campaign Strategy

This is not an exhaustive list by any means, but this list is based on my personal observations in the space in 2021-2022. When you’re well-rounded, you can adapt to changing needs at your company. You’ll be able to fill in gaps where needed.

Prepare for Uncertainty

In a Recession, you never know if you’re job is safe. Even if a company reports profitable quarters, they can and do still lay off employees. I think the smartest, most chill way to protect yourself from the unknown is to proactively update your portfolio. 

I like to retouch mine twice a year. I swap out projects, add or subtract sections, and beef it up so that it reflects my current value and abilities. 

I also find that when I update my portfolio, it automatically prompts me to do Retros and think about what I did, why it was valuable, what I would do differently. This helps me build better portfolios and grow as a copywriter for sure, but it also is an awesome way to prepare for meetings with your boss or prep for an interview. 

I have personally found that updating my portfolio gives me peace of mind that if anything were to happen and for whatever reason I didn’t have a job, I could hit the market strong right away. The unexpected perk of updating my portfolio is that it helps me fight Imposter Syndrome. When I gather all my best work and numbers, I can really see the impact and quality of my work and that feels really good.

Copywriting in 2023 Recap

Copywriting is still going to be a good career path in 2023 and beyond, in my opinion. But the industry is turning up the pressure by throwing layoffs and AI into the mix. In order to grow and be marketable, there are a few things to do:

• Learn about AI, its strengths and weakness

• Be flexible and willing to learn new skills if need be

• Keep your portfolio polished

I believe the key is to find ways to work with AI and incorporate it into your workflow. Use it as a tool to do things quicker and even lean on it as a strategist, marketing expert, SEO specialist or any other professional when you get stuck. Use the prompt “Act as [role/title]” to get started. It’s a lot of fun to play around with. Enjoy!