The future of copywriting is changing. My expectation is that this will in any case bring about changes in the way clients view text creation. That is why I am fully committed to AI for my texts. Not by ‘just’ generating texts, but by telling AI exactly what that text should look like. Because that is exactly where the added value of the text professional lies.
Why I chose a new approach
I have been developing texts for my clients for years. From blogs and articles to web texts for various target groups. Until recently I did it all myself. Now I have a kind of colleague: Claude. I really see Claude that way. He is a colleague who is doing better than previous junior colleagues I have hired. Not a perfect colleague. But a very good one.
How I use Claude in writing
As a copywriter, I know exactly what a good text should meet. I put that knowledge into a very extensive prompt: a set of instructions for AI. The resulting texts meet my quality requirements for 85%. I rewrite or add 15% manually.
Your expertise as a copywriter remains necessary. But that expertise changes from hands to thinking.
This is how I apply this in practice
How do I build my prompts in Claude?
- I’ll start with procedure instructions. I tell AI about the actions it has to perform. So I tell AI how the prompt is constructed.
- Then follow the question instructions. I instruct AI to ask me questions about, among other things, the target group, the purpose of the text, the content and the desired tone of voice.
- With ultimately the writing prompts. These are my instructions on how AI should write the text. There are more than 30 instructions in there alone.
Why you always have to make adjustments yourself
This approach is kind of perfect (I think ;-)). But at the same time, the output is never 100% perfect. How come? Presumably because you have already formed an image in your head of what the article should look like. Small chance that AI will match that image 100%.
That is why, as mentioned, I have to adjust an average of 15% of the text. But AI has already prepared the basics for me. And that 85% base is just good and makes me work faster.
What does this mean for your work as a copywriter?
An interesting development is that in addition to texts, you can also develop prompts for customers, so that they can generate texts themselves. Yes, this means that part of your traditional work disappears. But new opportunities arise.
Customers may need new prompts: for different communication channels, target groups, products, personalizations and phases in the customer journey.
Your expertise shifts from writing itself to developing targeted, effective instructions.
About choosing your AI tool
The range of AI writing tools is growing. ChatGPT is by far the best known. Gemini is growing. And I think Claude is the most pleasant. Which tool works best depends on your specific needs and the development of the tools.
I expect that in the long term a number of large, equal players will remain. Just like with word processors: Word, Google Docs or Pages.
The future of copywriting has already changed. Move along with the developments.
This is how you start using AI
Start by analyzing your own writing process. What steps do you go through? What quality criteria do you use? These insights form the basis for your prompts. Test different formulations and refine your instructions. This way you develop a personal methodology for working with AI.
Why now is the time to change
By using AI strategically, you prepare for changing developments and possible changing expectations of your customer. So don’t bury your head in the sand. The field for copywriters is changing.
Learning how to produce more texts without sacrificing quality gives you the space to focus on new business: developing the right prompts and instructions.
Whether you write traditionally or work with AI, your expertise as a copywriter remains the basis. Now, and in the future. You sense what makes a good text a good text. If you ‘program’ your expertise into your AI tool, your right to exist as a text expert is guaranteed. Also in the future.
Header image generated with Midjourney
Source: www.frankwatching.com
