We use AI at T Collective.

We are open to exploring AI tools that can help us research and structure ideas more quickly. And we believe deeply that copywriting is still critical to any successful marketing project.

The ability to craft a sentence that is concise, that flows, that encourages reading and engagement while also conveying necessary information is a skill carefully honed by passion for words and storytelling.

It comes from an ever-present desire to communicate. Not only for the sake of delivering a message, but for the purpose of making connections.

When a business has a message it wants to deliver or a process it wants to make clear, it’s a copywriter who uses talent, skill, and experience to tap into the mind of the consumer to compose it in a way that will resonate.

In this era of super-slim teams and a drive (often from leadership) toward AI tools, how do you know when it's time to step away from the bot and get help from a human?

Here are a few times when you want to ask a copywriter.

You aren’t sure exactly what you need to say

It happens (more than you’d think). As copywriters, we’re used to vague requests, collections of ramblings, and bulleted lists of messages that need to be transformed into cohesive copy that flows. And we’ll probably do it in fewer rounds.

You want to grab attention

Your favorite chat bot might offer a list of pretty good options. But you’ll probably notice that none of them are exactly right. It doesn’t always take a sensational headline to catch attention. Sometimes a reflection of the human experience works better.

You have a tricky message to convey

AI will get you about 60% of the way there. But humans know how humans read and process information. We know when to include a helpful anecdote, make an analogy, or simply let the facts speak for themselves.

And definitely check:

• Before you send out that piece after edits have been made

• If you aren’t sure whether or not you need a comma

• How to get that idea into an existing sentence

• What CTA will make the most sense here

• For a few different subject line options

• To make sure your edits didn’t take the piece off-trend

• To explain a piece that didn’t initially make sense (especially if you’re not the target audience)

And/Both

What does it look like to build a business on your own terms? And why should social media education be offered just like driver’s ed? Tricia talked about that plus digital marketing trends and why she’s built a collective (not an agency) last month on the And/Both podcast with Ashley Blackington. Tune in and give it some love wherever you get your podcasts!

What we’re listening to

Our video editor made this binaural music compilation, complete with two hours of music, 4k visuals, and sound effects to help you block out noise. We’ve been so focused and calm this week. Give it a listen for your own study or work session.