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“Who really needs a copywriter anymore, with ChatGPT doing all the work in a second?”
Well, you do.
Let me tell you why. Or better yet, let me show you.
The Challenge of Writing for Tough Audiences
Picture this. You’re a key public sector organisation, and you’ve just launched a new scheme to recruit prison leaders. It’s a tough job where the stakes are always high. The unique environment of a prison isn’t everyone’s cup of tea, so you’ll need to make sure your audience gets a real glimpse into the grittiness of it – without it being off-putting. And you’ll have to do it all while coming off as relatable. No pressure, right?
AI Copy vs Human Copy: A Quick Comparison
When you put ChatGPT to work, this is what you get:
“Tough Job. Real Impact. Are You Ready to Lead a Prison?”
Well, that is certainly an option.
Now, when you give an actual copywriter the same information, here’s a glimpse of what the outcome looks like:
There’s accountability.
Then there’s making the hard calls when emotions run high. Become a future prison leader.
While the first copy certainly talks about the right thing, what it lacks – and what the second copy understands – is that copywriting isn’t just words on paper. It’s the art of saying what you want to say in a way that’s packed with insight, while remaining inherently human.
Copywriters Do More Than Just Write
But that’s not all that there is to it. We listen. We interpret. We push back when the brief misses the point, or when the ask doesn’t match the audience. We translate complex ideas into crisp, meaningful messages that move people to act. We define tones of voice while building a brand’s identity. We don’t just fill space. We fill it with purpose.
Where AI produces words, a copywriter facilitates connection.
The Human Touch: Why It Matters
Because great copy isn’t just about getting the message across. It’s about how it lands. The rhythm, the tension, the nuance. It comes down to the difference between sounding right and feeling right. And when you’re speaking to future leaders in the justice system, launching a campaign that truly matters, you don’t just want words. You want words that work.
AI’s Strengths and Limitations in Copywriting
Now, let’s be clear – AI is seriously impressive. It’s quick, efficient, and can absolutely support the writing process. It’d be a waste of opportunity on the writer’s behalf not to use the technological marvel that’s right at their fingertip – but to a certain extent. Why? Because while AI understands a whole lot, it doesn’t understand the political landscape. It doesn’t know the weight of a missed tone in a high-stakes public campaign. And it certainly doesn’t understand the psychology of the target audience.
Why Copywriters Are Irreplaceable
A copywriter brings context. Strategy. Heart. And a finely tuned instinct for when to say more, and when to stop.
So the next time someone says, “Why would we hire a copywriter when we have ChatGPT?”
You’ll know the answer.
Because what you’re really asking isn’t “Who can write this?”
It’s “Who can make it mean something?”
And that’s where we come in.
TMP Worldwide Delivers Words That Work
Need ideas that outsmart the competition and campaigns that won’t be forgotten? TMPW delivers both, and it delivers it well.
To discover how we bring creativity and strategy together, visit our What We Do page.
Want to learn more about the risks and rewards of AI in recruitment? Our expert take on AI in Recruitment: Is It Risky Business? offers deeper perspective.
