The old-age question: Is copywriting dead? A bold question.
To understand if something is “dead,” we need to know what it is in the first place.
What is Copywriting?
Let me make this simple for you—copywriting is selling through words. That’s it. No fancy jargon, no pretentious definitions about “the art and science of persuasion.” Copywriting is as practical as it gets. It’s about making people say, “Yes, I want that!” through the power of language.
A Copywriter is a salesman. The first time I stumbled across this idea was in Scientific Advertising by Claude Hopkins. (Side note: it’s a must-read for copywriters) Hopkins nailed it—copywriting is selling. Simple as that.
Why Does Copywriting Matter in Marketing?
Let’s play a little game. Think about the last product you bought. Why did you buy it? Sure, you probably needed it, but why did you choose that brand over another?
Chances are, it wasn’t just the product—it was the way it was sold to you. The words on the package, the ad you saw, the benefits it promised—all crafted by a copywriter.
That’s why it’s so important. We as copywriters know what words to use – how to use them – and when to use them.
Think of copywriting as a bridge between a product and a customer. Without copywriting, even the best product won’t get much sales.
Now, Let’s Address the Elephant in the Room
Is copywriting dead?
Let me guess, this thought likely popped into your head the moment ChatGPT hit the scene, November 30, 2022—mark the date. The day AI writing tools went mainstream and every copywriter started looking over their shoulder.
When I first asked ChatGPT to write a copy, I was a bit nervous. Because if it could write better than me, there was no point in me being a copywriter anymore.
But then, I read what it generated. Was the copy polished? Sure. Accurate? Definitely. But did it have that spark, that emotional pull that turns a casual reader into a paying customer? Not even close.
Why Humans Still Reign Supreme
Let me break it down for you. Here’s what we, humans, bring to the table that AI simply can’t replicate:
- Creativity and Storytelling
Have you seen an AI write a bestselling novel? Or an Oscar-winning screenplay? No? Neither have I. That’s because creativity is a uniquely human trait. Great copy doesn’t just inform; it tells a story that captivates, entertains, and persuades.
- Brand voice
Every brand has its own personality. A skilled copywriter adapts their tone to fit the brand like a glove. AI might try, but it’s not its strong suit.
- Emotions: This might sound dumb from me but I’m still going to say it. Humans feel emotion. AI doesn’t. People buy with emotion and then justify with logic. So it is obvious we humans are better persuaders. And that makes all the difference.
The Real Answer: Copywriting Isn’t Dead—It’s Evolving
Let’s be clear: AI will only get smarter, faster, and more efficient every day. But does that make copywriting obsolete? Not at all. It just means the mediocre, unskilled copywriters need to step up their game.
Because here’s the truth: AI will replace average copywriters. But the great ones? They’ll thrive.
How to Stay Ahead in The Age of AI
Want to dominate as a copywriter in this cutthroat, AI-driven world? Focus on these two key skills:
- Persuasion
Selling is the heart of copywriting. Learn to persuade, and you’ll always be in demand. Understand what makes people tick, what motivates them, and how to turn their “maybe” into a resounding “yes.”
- Psychology
Know your audience like the back of your hand. Their fears, their dreams, their desires—immerse yourself in their world. The best copy feels like a conversation with a friend
The Bottom Line
Copywriting isn’t dead, but it’s no longer business as usual. The bar is higher now, and only the best will survive. If you’re willing to put in the work, hone your skills, and adapt to this new landscape, the opportunities are endless.