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Airplanes crash when pilots “outsource” thinking to the machine.
When the auto-flight system for Air France Flight 447 shut off in the air, the pilot suddenly had to shift from managing to actively participating in the flying of the plane. The highly advanced auto-flight system had reduced the need for pilots to solve problems. As a result, unfortunately, the pilot was unable to identify what was going wrong, and the airplane crashed.
I first heard about that back in 2016, when I was listening to Charles Duhigg’s audiobook, “Smarter, Faster, Better.” It’s about how to make decisions faster… but it also shows us the downside of outsourcing decision-making to a machine.
It’s not the fear that the machine will “take over.”
It’s the fear that we become so reliant on the machine that, when it fails, we don’t have the skills to take back control.
Which, for you and me, means we should only outsource the non-thinking parts of our work.
AI copywriting should replace the clickity-clack of knocking out that first draft of copy.
It should replace the glug glug gluuug brain-drain of staring at the screen with your fingertips just hovering over the keyboard.
It should replace those moments when the words should be coming but they’re just not coming…
YOU still need to figure out what the copy is going to be about.
YOU still need the strategy, the plan, the message map.
YOU still need informed inputs.
YOU still need to think.
And because AI copy is all about execution, YOU just became a strategist.
Congratulations! When AI copywriting bots like ChatGPT came along, they made redundant the shoulder-shrugging, don’t-care-to-be-here-anyway, quiet-quitting junior copywriter. The five-cents-a-minute listicle writer. The uninspired blogger. The wordsmithing order-taker.
And they gave YOU a promotion.
With the same job description you always had.
But with this to-do removed from it:
- Write shitty first drafts
Your SFD days are over! Long live the best parts of our job:
Now you can take that stuff, and tell ChatGPT what you want it to write. (This is where the SFD is written for you.) When it fires back copy, you push it to do better. (Now it’s just a FD.) Then you take the copy you’re satisfied with and start:
That’s the stuff you’ve always liked doing the most. And it happens to be the stuff that your clients / bosses were paying you for…
(Because even if they didn’t know it, your clients had a hunch they were hiring someone with special skills and secret tricks to get people to say yes. We’re not talking about choosing words from a dictionary here, people.)
But with your new promotion comes a new question:
When ChatGPT becomes your affordable intern, how do you get the most out of it?
ChatGPT is your copy cub, after all.
It’s your intern. It’s just sitting there, waiting for you to give it direction and then make it perform better with your coaching.
Let’s start with how NOT…
Here are two ways not to use AI.
Promote yourself from Copywriter to Copymaster.
With the crash course in drawing winning copy out of AI tools by giving them clever prompts and editing their work like the Copymaster you were born to be…
ChatGPT writes copy faster than an intern would. It also writes copy faster than an old pro would because it’s not bogged down by decades of conflicting insight and anecdotes it has to weigh…
But speed only benefits you when you get GOOD copy fast.
Any rando generator that’s been around since the 90s can churn out sentences that fulfill a duty but don’t persuade people to buy.
And let’s remember: you’re being paid to get people to buy.
Which is why Master of AI Copy teaches you:
How to plan & research
How to persuade
With the skills to plan convincing emails and pages…
And the skills to do your own research so you can feed the copy bots with prompts that produce insightful first drafts…
And the skills to assess what the robo-writer churns out… to keep what’s good… to reorganize it so it’s great… and to edit it so it’s phenomenal…
You transform from a “copywriter” (which is a wonderful thing to be, mind you) to a Copy Chief, Copy Analyst, Copymaster, Content Strategist – to the strategic copy partner who’s got their very own automated copy cub churning out first drafts like a machine…