News flash – AI tools are churning out marketing copy faster than you can say “generic drivel.”
As a creative copywriter, how do you keep your writing delectable and irresistible? How do you add that special sauce that makes audiences come back for more?
Grab a napkin and get ready to feast on some tips for being a 5-star chef in the fast food era of AI!
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The rapid rise of robo-writers:
Like an alien invasion, AI content creation tools have descended en masse, armed with data-crunching algorithms. They can analyze troves of sample copy and cobble together blog posts, social media updates, and even full-on ad campaigns. Grammatically solid but dry as stale crackers – no human flair in sight. But with the AI writer army growing daily, what’s a creative cat to do?
The age of AI: A copywriter’s conundrum
Picture this: a world where every ad you see sounds eerily familiar, like a rehashed playlist of hits from the ’80s – comforting yet completely predictable. This isn’t a far-off reality. With the rise of AI in copywriting, there’s a growing concern that our messages are becoming too uniform, and too…generic. But why?
Efficiency over originality: In the race to keep up with content demand, AI tools are programmed for speed and coherence, often at the expense of creativity and distinctiveness.
Data-driven to a fault: AI thrives on data, but when every brand uses similar datasets to inform their copy, the result is a homogenization of voice and tone.
Safety in similarity: There’s a comfort in conformity. Brands often emulate the successful copy of competitors, leading to an industry-wide echo chamber.
Breaking the mold: How to stay fresh and relevant
Fear not, for the AI era is not a death knell for creativity. Instead, it’s a call to arms (or pens, as it were). Here are some strategies to ensure your copy stands out:
Inject personality: Your brand isn’t just a list of features and benefits. It’s a character in your audience’s life story. Infuse your copy with personality, humor, and relatable human experiences.
Embrace risk: The memorable brands are the ones that dare to be different. Use AI to test daring concepts before going live, allowing you to take calculated risks with confidence.
Customize, don’t generalize: Use AI tools to segment your audience and tailor your messaging. Personalization is key to breaking through the generic noise.
Collaborate with AI: Think of AI as your creative partner. Let it handle the heavy lifting of data analysis and initial drafts, freeing you to focus on the creative polish and unique flair.
Continuous learning and adaptation: The digital landscape is ever-evolving. Keep experimenting with new AI tools and techniques to stay ahead of the curve.
AI: The copywriter’s secret weapon
Rather than viewing AI as a threat to originality, we should see it as a powerful tool in our arsenal. It’s about leveraging AI to enhance our creativity, not replace it. AI can help us understand our audience better, inspire new ideas, and even break us out of our creative ruts. The trick is in the blend – mixing the insights and efficiency of AI with the unmistakable touch of human creativity.
So, in an age of generic content, who’s standing out from the crowd?
Let’s look at some of the top-performing ads in VidTao in the last 30 days, break them down, and see why they’re so successful!
We’ve created a quick demo video showing how to use VidTao to find winning ads that can spark creativity and inspiration. In this demo, we’ll showcase the first ad as an example and break down exactly why it works so well. The goal is to provide real examples of standout ads that demonstrate what it takes to thrive as a copywriter in the age of AI.
1) Piano masterclass ad
This is such a great example of direct response.
We all know that the hook is the most important part of any ad, so let’s take a look at why this one absolutely nails it:
It leads with a specific, attainable promise – “If you have an hour this week you can learn 100 songs on the piano”
The promise is to accomplish something impressive and desirable – learning 100 songs on piano. This piques interest.
It includes a time frame that sounds very reasonable – just 1 hour per week. This makes it seem achievable.
It focuses on a core element – just four chords – that suggests a simple, straightforward method.
🧑🔬The formula:
If you have [small amount of time] you can [achieve impressive results] by [using our simple method/tool]
✍️To adopt this:
⏳ Keep the leading “If you have [time frame]” which taps into availability.
🔥 Make the achievement big and attention-grabbing.
⏳ Include a reasonable, short time frame.
🎯 Focus on how a simple core element of your method drives the big result.
🔥Some examples for other products:
“If you have 30 minutes a day you can lose 20 pounds in a month by following our simple diet plan.”
“If you practice for 1 hour per week you can become fluent in Spanish in 3 months by learning our 100 essential words.”
And now for the rest of the ad…
Demonstration – After the hook, the ad jumps right into demonstrating the 4 chords on the piano and showing recognizable songs played with just those chords. This immediately proves the concept is legit and grabs attention.
Credibility – Playing extremely popular songs we all know with 4 chords builds tremendous credibility that this method can teach those songs easily. It makes the promise tangible.
Showing not telling – Rather than just describing the method, actively demonstrating it makes it more believable and understandable. This is always more persuasive than telling.
Relatability – The songs played are ones anyone can relate to. This draws us in by quickly aligning with the music we love.
Simplicity – Repeatedly highlighting just 4 chords emphasizes how achievable this is for anyone, even beginners. It seems within reach.
Benefits – Learning so many recognizable songs rapidly is positioned as a main benefit. This appeals to our desire to play music we enjoy.
Urgency – Saying “Maybe this is the last time you ever see this ad” creates urgency to click now and not risk missing out. This drives desired action.
Takeaway: The key takeaway for creating winning ads is to clearly demonstrate the product/service, focus on relatable benefits, establish credibility, and create a sense of urgency and scarcity. Combining an effective hook with showing real proof points and results can persuade viewers to take action.
2) Robokiller ad
This ad takes a different approach, using a newsroom reporting format to add urgency and highlight the severity of the robocall problem.
Hook – The hook “There are 2,700 robocalls made every second in the U.S.” grabs attention by highlighting the massive scale of the problem. It makes the pain point relatable.
Authority – Using a “news reporter” format lends credibility and authority. It feels like an investigative expose.
Relatability – The customer testimonial tells a relatable story of getting constant spam calls, drawing viewers in.
Demonstration – Showing the answer bots in action demonstrates how the app works to waste scammers’ time. This builds intrigue.
Benefits – Stopping calls and getting revenge on scammers are positioned as key benefits that solve annoyance.
🥡Takeaways:
Get creative with ad formats – borrow authority from news reports, documentaries, talk shows etc. Avoid overused styles.
Build a swipe file of top ads to spark new ideas and themes. Analyze what makes them stand out.
Tell a compelling story that unfolds naturally like quality content, rather than a typical ad pitch.
Use an authoritative, trustworthy narrator/host matched to your format, like a news anchor.
Break the mold of typical ads by playing with different styles and structures. Surprise viewers.
Be inspired by the ads that work but put your own spin on them. Improve on what you see.
Develop strong storytelling skills to craft narratives that captivate attention.
Stand out in a crowded space by taking risks and trying formats we don’t see often.
Store top ads in VidTao to have quick access to inspiration and analysis.
3) Compensation assistance ad
This is a great ad with simple, hand-filmed UGC content that makes it relatable and feel real. The main reason this ad works so well is the hook: “If you’ve been in a car accident, don’t call an attorney, use this AI app instead.” This presents a better, easier, more cost and time-efficient option – it’s new, fresh, an idea we never considered before. And it’s ironic given our article about AI and robots taking over! But this hook grabs attention with a counterintuitive summarized idea in the first seconds. It teaches us that opening strong is key, and by presenting a novel solution to a common problem, we’re hooked and want to learn more.
🧑🔬The formula:
“If you [have common problem X], don’t [typical solution Y], use [our product Z] instead.”
The key elements are:
Describe the common problem your target audience faces (X)
Call out the usual solution that doesn’t work well or has limitations (Y)
- Introduce your product/service as a better alternative (Z)
Hook – The hook “if you’ve been in a car accident don’t call an attorney use this AI App instead” grabs attention by presenting a counterintuitive idea – using an app instead of a lawyer.
Demonstration – Showing the big check establishes credibility and proof that using the app leads to big payouts.
Relatability – The testimonial about being in an accident and needing money taps into a common frustration.
Novelty – Positioning it as an “AI lawyer” makes it seem futuristic, advanced, and different from typical options.
Benefits – Getting a check fast and with no out-of-pocket costs are positioned as the main benefits.
Urgency – Saying to use it “ASAP” creates urgency to take action now.
Takeaways:
Hook with a counterintuitive idea that grabs curiosity
Demonstrate results to build credibility
Make it relatable by tapping into common pains
Add novelty with positioning like AI, futuristic, etc
Focus on benefits that solve the biggest problems
Create urgency to take immediate action
A new era of creativity
As we navigate this new era, the question isn’t whether AI will replace human copywriters; it’s how we can use AI to become even better at our craft.
As AI becomes more prevalent, human creativity and intuition remain our key strengths as copywriters. By analyzing and learning from standout ads, we can embrace AI as a tool to enhance our skills rather than replace them. Combining the efficiency of AI with distinctly human touches of wit, emotion, and imagination will allow us to craft copy that rises above generic content. Just as these ads demonstrate, with thoughtful strategy and creative flair, we can continue capturing attention and connecting with audiences amidst the rise of AI.
So, let’s not fear the rise of the machines. Instead, let’s rise with them, crafting copy that’s as brilliant and diverse as the human experience itself. After all, in a world of AI, being unmistakably human is our ultimate superpower.
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Holly Preston, Lead Copywriter
Holly is behind most of Inceptly's successful creatives, supporting the team with her experience and imagination, making her an invaluable asset to Inceptly.
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