I’ve tried telling him that it’s really not a big deal, but he just doesn’t listen.
You see, my dad has been nervous about the way I show up online since practically the first week BTL was in business.
I don’t know why I’m surprised; the man literally can’t even watch a low-stakes sports game because he gets “too nervous” about it.
On his long list of reasons why he thinks I’ll lose all my clients, followers, subscribers, readers, leads, prospective projects, and every dollar I’ve ever earned, are:
Lately, though, sitting at the very top of that list—the #1 thing he’s stressed about—is a robot stealing my job.
Or, more specifically: a robot eliminating the need for my entire profession.
& normally, I write him off, chalking his nerves up to the fact that he has no idea how the online world works… but I have a feeling he’s not the only one stressed about the possibility of AI tools rendering copywriters extinct, so let’s talk about it.
One thing about me? I’m gonna be late to the conversation.
Ironic, I know—considering my entire existence revolves around having a ridiculous capacity for conversations of all types, with anyone, at all times, always.
But the one type of convo I always enter a little behind the curve? Whichever convo is about the hot-button issue of the moment.
I don’t know why I always decide to say my piece later (or, sometimes, not at all), especially when I’m such a capital “O” Opinion Haver at least 94% of the time.
If I had to guess, I’d say it’s because—at least in professional situations—I don’t like making claims about things I haven’t been able to fully experience for myself. Ur gurl’s not tryna get canceled.
Plus, hot take: whenever I see someone posting about the latest trend, pop culture moment, or break-the-Internet-worthy event, my first reaction isn’t “omg, they’ve got their finger on the pulse!” – it’s “they’re rushing to stay relevant and say something about this just for the sake of saying it.”
& that’s not always the case, but… y’all know it’s definitely the case sometimes.
And, yeah, you guessed it—that’s why I haven’t said anything about AI until months after every other marketer started talking about.
In fact, I don’t know if I’d ever have said anything about AI if Squarespace’s community manager didn’t reach out to me to ask my thoughts about it, then invite me to speak on their Circle Live panel to share the aforementioned capital “O” Opinions I’d been secretly harboring.
So, here’s my take:
AI robots aren’t coming for my job. You already knew that was my stance, though, I’m sure—so I’ll tell you why I don’t think so.
⭐️ Robots can’t talk to my clients.
Robots can’t ask them about their personality, or their ideal customer, or why they started their business. Robots can’t ask follow-up questions.
Sure, eventually I bet a robot could learn a brand voice. But a robot will never be able to get to know a person as well as another person can.
⭐️ Robots don’t have specialized knowledge in writing copy that converts.
I mean, I didn’t go to advertising school either, but, I’ve spent thousands of hours writing website copy for clients with techniques I’ve learned and techniques I’ve developed, adding personality and conversational elements that AI tools couldn’t mimic on their best robotic days.
⭐️ You can only verify the accuracy of what AI tells you if you already know about the subject.
Just like with any other Internet research tool, cannot blindly trust a blog, or an article, or a robot.
If I typed “formula for building a space rocket to take me to the moon” into ChatGPT, I’d have literally no way of verifying its accuracy. I’m not a rocket scientist.
But if I typed in “formula for writing bomb website copy” into ChatGPT, then, yeah, I can tell if what the robots say is true. Because I am a website copywriter.
For this reason, I’ll happily accept the robots’ help with my research—it’s great for seeing if you’ve missed a point in your blog, or getting inspiration for an IG caption, or learning about search intent of a particular topic—but I won’t be using it for much more than that.
TL;DR – robots don’t know how to add personality, emotion, or conversational elements to copy. They’re great for research tho. ✍🏼
Because I know your next question was “okay, Sara, but what KIND of research?!” here’s some insight on what you can use AI for as a copywriter, marketer, or business owner:
& that’s just to name a few! To put it simply, I find that it’s best for a little boost in the brainstorming department, but to create anything of real substance and value—in YOUR voice—writing it yourself OR hiring a professional is best. ❤️
I thought you’d never ask! Subscribe to my weekly newsletter, where I send one marketing tip, once a week—you’ll be delighted with lots of ridiculous stories, free copywriting education, and endless marketing advice.
Oh, and by the way, if we haven’t met yet… HEY! I’m Sara Noel. I’m a website copywriter and marketing mentor specializing in sales-focused storytelling for service-based business owners and online creatives.
Here’s how you can connect with me:
Check out my services. I write website copy, sales pages, email sequences, blog posts, and brand messaging guides for entrepreneurs of all kinds! Maybe you’re my next favorite client.
Read the rest of my blog. It’s home to everything from copywriting tips, to marketing education, to freelance advice, to portfolio-worthy projects… if you like this post, you’ll love the blog. Here’s a quick roundup of my most popular posts.
Sign up for my web copy course. Actually, it’s not *only* about website copywriting—I also teach modules on copywriting basics, developing your target audience, search engine optimization, blogging, and email marketing.
Enlist me as your mentor. I have an entire in-depth blog post about my one-on-one consulting process for new and aspiring copywriters, if you’re interested in having a big-sis-style mentor to help you grow your freelance copywriting business & get results. Inquire about mentorship for copywriters here!
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