How AI is impacting jobs for new writers
Did AI just edge out aspiring writers? Maybe… Here’s what you need to know to make it as a new copywriter in the age of AI.
What’s going on right now…
More writers are looking for work than ever. Professionals who turned to freelance after being downsized might find success easier than the average aspiring writer because they were on the inside once. They understand the in-house processes and the lingo. They know how to format the documents. They know what questions to ask. And there’s something to be said for the network that comes with a traditional job. But what about aspiring writers who are trying to break into copywriting without this insight or connection?
In the wake of mass layoffs, the skeleton crews left behind are stretched to the breaking point. Where once gracious, mentor-type marketing leaders might have been happy to entertain an extra revision from a newbie writer, they just can’t afford the mistakes or wasted time anymore.
Storytime…no more phoning it in
A copywriter friend of mine subcontracts writers. And she’s had to say bah-bye to some of them because their work is riddled with errors, open-loops, and milquetoast ideas. In the time it takes her to revise their work, she could’ve written something better from scratch. In too many cases, these paid writers provide (at best) what ends up being a first draft—far from a polished end product she paid for. Moreover, if all she needed was a workable first draft, she could get it from ChatGPT and save herself the headache and a whole lot of cash.
The bottom line for aspiring copywriters? Be better than AI’s first draft and proofread your stuff.
Agency owners and companies need to streamline copywriting projects, so they’ll be more choosy when hiring new writers. Be prepared for their due diligence with a great portfolio that builds credibility and authority. Check out my portfolio framework to make an irresistible portfolio from scratch.
The bright side
After the initial excitement about ChatGPT wore off, I noticed that AI content is shit. The ideas of half-baked. It’s not good at puns, analogies, or themes. And unless you know how to train a bot, it sucks writing in brand voice and aligning with a broader marketing strategy.
Write like a pro playbook
That’s really great news for aspiring writers because with the right focus and tools, you can be the answer to a marketing director’s prayers. Here’s how to beat AI when you’re a new writer:
Know your content rules. This one might seem obvious, but oh boy, it’s critical. Every type of content comes with its own rules—get to know them. Or at least be passably familiar with the differences and expectations.
Bring perspective. You’re the writing expert on the team. Understand and be able to communicate best practices in format, positioning, and more. Beyond this, be bold in sharing your ideas. Fresh new ideas elevate your content past tired, recycled work.
Master formatting. This works in all types of content: landing pages, blogs, ebooks, and more. Got a title? Use the Title format in your Google Doc. Section header? Use an H2. Use bold typefaces, line breaks, and bullet points. Playing with formatting instantly makes you look like a pro and helps others understand your content.
Proofread. This should go without saying, but proof your work before delivery. Don’t make your client do this step. That’s unprofessional and annoying.
Be a brand voice chameleon. You’ll be writing for lots of companies so you’ll need to be a chameleon to shift in and out of unique voice guidelines. Usually, they’ll share samples or an actual style guide. Follow it.
AI’s shortcomings and why humans still matter
Large language models (LLM) like ChatGPT aren’t perfect yet. You can leverage it to jumpstart projects, generate content ideas, or use it as a starting point for headline creation. But it isn’t a writer. Writers have original ideas, can shape a narrative, click content into a broader marketing plan, and fact-check their work.
I’ve been using AI in my content creation for a while now…At this point, I’ve learned how to train it to generate first drafts for blogs and social media content. I also use it in resume writing to quickly identify relevant skills, skills gaps, and rewrite bullet points. Again, it’s all first-draft stuff. I never ever ship anything straight from ChatGPT. I think of it like I’m getting content from an assistant and I, as the editor-in-chief, revise it for continuity, readability, clarity, and purpose.
I also like to use it to overcome writer’s block. Sometimes writing something… anything on a blank page is overwhelming. There are too many ideas or not enough. I lean on the strength of ChatGPT here. It never gets writer's block, so I’ll prompt it to get my juices flowing.
I can’t overstate the importance of good writing when you use AI. Even when I use it, the finished product is unrecognizable from the first draft AI produced. And that’s a good thing. Make sure you’re still the writer.
If anything, AI has saved me lots of time from staring at a blinking cursor.
…
AI has changed everything about content creation, but somehow, everything is the same. We still need human writers. So, it's not time for aspiring writers to panic. Ultimately, AI just made bad writers irrelevant and has raised the bar for writers to bring more value to the table. To make it in copywriting, explore and practice content, know formatting styles, understand how to shift into new brand voices, and be a treasure to work with. Do this and you’ll have a loyal client roster in no time.