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Welcome to Copy Secrets #45 by Martha Moger at The Stitch Writer & Co.
This week, inspired by one of the world’s best writers (Eddie Shleyner - look him up), who challenged ChatGPT to write about what it was like to hold a newborn, I asked the bot to tell me what it’s like to go to a funeral in under 100 words.
Here’s what it said:
“Going to a funeral is a deeply emotional experience, characterised by mourning and reflection. It's a time to wear somber clothes, share memories, and express grief together. Services may include readings, eulogies, and music, reflecting the deceased's life and beliefs. While it's a sad occasion, it also brings people together to support each other and celebrate the life that was lived. Funerals offer a chance for closure and remind us of life's value and the importance of connections. Despite the sorrow, they can provide comfort and a sense of community.”
And then I wrote my own version in under 100 words:
“Auntie sits alone, tiny in the back of the big, black car.
She isn’t crying. I don’t think she can.
We go inside. A man talks about “David, a dedicated colleague”. He mentions published medical papers and dates and facts.
But it’s not the man I knew.
I think back to the garden in France. A quiet, warm evening, sitting together, sipping wine.
“Uncle, do you think God is real?”
He laughs and puts his arm around me. Always so affectionate. He says he’d rather talk about his vintage car.
The car is gone now. I miss you, Uncle.”
THANKS so much for reading. If you’re enjoying it, please come and say hello here.
From the very beginning, when ChatGPT arrived, people said to me “Aren’t you worried about your job?”
And I said “Nope.”
And still, I’m not. Because I’m certain that emotional connection is the heartbeat of copy and content that moves, motivates and converts people from reading to doing or buying.
It doesn’t mean I’m not using Chat. Actually, I’m doing experiments with it every day.
So far, I’ve used AI to
Define strategies for content. It’s a genius, drawing on all the insane knowledge of the universe to know what works.
Outline the structure of pieces of work. It does that a million times faster than me.
Analyse audiences. (This is my favourite use so far - the best tool I’ve tried is here). I’m working through the ethics of this one but using AI to analyse social profiles gives you insights into the things that people you’ve never met really care about. Once you know that, you can work out what to say that will resonate.
Like so many things, you can use AI well or badly. It’s always the humans, not the tool, that’s the problem. You could use a knife to cook your favourite person a delicious dinner - or to end a life and cover up the evidence.
I’m not afraid of AI and I don’t think you should be either. But it probably is a mistake to stick your head in the sand and pretend it will just go away.
Whether you’re another writer, creative, founder, business owner, marketing leader or something else, my question is this:
How are we going to use AI to combine unique human creativity with strategy and purpose to serve people better?
If you’d read a book about my uncle, uncovering the facts and dates about his life, you still wouldn’t know what it was like to feel a lifetime of affection from him.
AI and human creativity are a bit like that. But they don’t need to exist exclusive of one another. It’s understanding how they can work together.
Expect lots more AI experiments and findings in the weeks to come and if you want to read more about what AI can’t do for content (so that you can do it instead), here are two great articles I enjoyed:
AI-Generated Content is the New Floor by Rand Fishkin
Why Google’s ‘woke’ AI problem won’t be an easy fix - BBC News
Wow, Martha. Glad I found your publication. First, you're right, without demonstrating with precision what AI can do vs. what it can't, fear reigns. However, I don't think there was a better demonstration than the one you just wrote. I felt it in my chest. I suppose that humans are really good at emotion and connection, but we're also (often) subject to our own preoccupation with survival. Plus, it can take years for mastery. Thank you for showing the power of the human/machine relationship. It's been relevant since the Industrial Age! Personally I love using AI for outlines and analyses too. It's really pretty good.
Thank you for this article and I'll be diving into the rest of your writing. I just subscribed!
Hi Renee, great to hear from you! And thanks so much for subscribing too - welcome aboard!