I was struggling to write some website copy the other day, so I did what everyone does in that position:
I procrastinated by scrolling through LinkedIn.
So I posted:
“AI will never replace human writers because it will never sit down to write something, stare blankly at the wall for 20 minutes incapable of even thinking of a single word, and then convince itself that maybe the thing didn’t need to be written at all.
That is the essence of being a writer.”
Obviously, it was a joke. But I do think there’s something really true about it:
Sometimes, some marketing shouldn’t be done at all. It’s not important enough, urgent enough, or interesting enough to actually produce.
But what AI tends to do is jump straight to the solution, straight to the writing, straight to the image generation, straight to the production.
It rarely (if, frankly, ever) tells you:
“You don’t actually have to do this at all.”
Changes for the sake of changes, words for the sake of words, images for the sake of images, don’t really help. But the inherent activation energy of AI makes everything so simple to do.
Without the discretion of knowing whether it need be done.
Now, that website copy I was working on did actually need to get written, and so it was (by hand, without AI, of course).
But if you’re working on a slide presentation, a report, a dashboard, or some other marketing document, ask yourself this question before having AI do it:
- Would a human ask me why this needed to be done at all?
- And, if they did, what would I say?
AI won’t tell you something’s a waste of time or energy, even if it’s both.
So take a moment to ask the question yourself.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.