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  • Lisa Kissane

5 Reasons Artificial Intelligence Will Kill Your Brand Personality

Why should you hire a Copywriter when you can use Artificial Intelligence (AI) tools for free?

Let me start by giving an example of the writing available through AI, which, at the time of writing, is available for free. I asked the 'Magic Write' feature in Canva to write a short website landing page for a new therapy service. Here's what it gave me:

Welcome to ABC Therapy Services! We are delighted to offer you a wide range of therapy services designed to help you live your best life. Our goal is to provide you with a comfortable and supportive environment to help you explore your mental health needs and develop strategies to reach your goals.

At ABC Therapy Services, we believe in offering a client-focused approach to care. Our team of dedicated professionals is committed to helping you reach your goals and achieve a better quality of life. We understand that each person is unique and will work with you to develop an individualized plan that meets your needs.

Not bad, right? But be honest, did you read every word? Did it give you the warm and fuzzies and make you eager to book a session with ABC Therapy? I doubt it. So what's missing?

It ticks lots of boxes, especially for SEO. If this was your website home page, you'd probably get some decent placements in Google's algorithm. But it's unlikely that your prospective clients would read much past the first few words. Why? Because it's boring. It doesn't differentiate you from the sea of other services available, many of which will be paying for those top-of-search spots with sponsored advertising. And don't even get me started on 'live your best life'. Cringe-o-rama.

To really capture the attention of your target audience, you need to stand out from the crowd. And, for all it's great features, AI is lacking in personality. Imagine you're on a first date. He or she asks you how the weather has been. Or spends the first fifteen minutes giving you a play by play of their bus journey here. This dude isn't getting a second date.

By using an actual human being to write your copy - or, if budgets are tight, having a go yourself (there are lots of courses and YouTube tutorials available for budding copywriters) - you'll be showing your clients who you are and why your service is right for them. Check out this version of FGH Therapy's home page, written by a Copywriter (clue: it's me, I wrote it).

Life is full of ups and downs. One day you've got a skip in your step on the way to work and the next you're wishing you could have stayed in bed instead. Each day has it's challenges, and it's how we navigate them that determines our overall happiness.

At FGH Therapy, we'll listen. We'll encourage you to develop strategies to cope with what life throws at you. We specialise in depression and anxiety and with a combined 56 years experience, you can be sure you're in safe hands. We've got you.

So, in summary, here are those all important reasons to tread carefully with AI and consider bringing a vibrant, living person on board to write your copy instead:

  1. AI lacks personality

  2. It's boring

  3. It doesn't know you, your business, or your clients

  4. It'll make your business sound just like everyone else's

  5. If you rely on AI, you'll lose the skills you (or your copywriter) has spent years developing

Disclaimer: I'm not totally against AI, and there are some tasks where it will save you precious time and money. My advice - use it sparingly, and always, always edit before you post anything generated by a robot.

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