Finding a Good Copywriter in a World of AI Content

You may know by now that I am a copywriter by trade; it’s what I’ve done for many years. I won’t give away my age, but I will give away some tips on how to find the best copywriter for your business.

Three Traits for a Good Copywriter

1. They never use AI.
   • Can AI really write better than a human? “But AI writes me really good SEO content.” What is SEO content? Stuffed with keywords? Linking to fake data and resources that don’t exist? A bland monotoned voice saying the same thing in every article they write on the same topic they give your competition? Competitors are taking the shortcut by using AI, which means you should not. Find yourself a real person who writes as themselves. Better yet, have them be your ghost writer. You know your business better than anyone, so rather than your writer going into AI for inspiration of topics to write about, you give them those topics.
2. They read.
   • No, they don’t always have to read self-help books or non-fiction. Not everything they read needs to be about business. But, reading in general and about anything is going to mean they are well-versed. They can even watch videos. I should rewrite this subtitle as “They research” because research can come in all shapes and sizes:
     • Interviews
     • Casual conversations
     • Social media (the study of social behavior, that is)
     • People watching
     • Movies
   • In other words, a good copywriter is someone who is observant and always learning. What information and where they get it from does not matter. What matters is that they are educated on all viewpoints and open enough to learn about different perspectives. All writing is a form of journalism – you may not travel, but you are still getting feedback from the world and taking note.
3. They listen.
   • Writers are known to have a lot to say on paper (or text, like me). In person, a good copywriter listens more than they speak. This coincides with point #2 because to learn means to keep your mouth shut. If a writer is doing all the talking, how are they learning anything new?

Notice how I did not put anything about them being great at grammar and writing styles? That’s because it does not matter. In a world where AI is used for mostly everything we read, it’s apparent that writing styles and text tone means nothing. The fact that your copywriter is writing from their own person and not with artificial intelligence means that you are getting a unique voice and their writing will read out like a song with a harmonious melody. It’s a breath of fresh air. Readers all over are craving real writers.

Where Can You Find a Good Copywriter

Most SEO agencies out there will have a copywriter, or two, or three. But I’d be very careful when scoping out these companies. If they’re big and take on hundreds of clients, I can almost bet you that their writing uses AI about 99% of the time – copy and pasted verbatim. Finding an enterprise seo agency requires a lot of interviewing on your part. You’re going to want to vet them out as much as they vet you out. If they talk way more than you, that’s not usually a problem as they ‘re in sales, but they need to listen to you too. Ask them about their copywriters. Ask them if they use AI.

I used to work for some seo agencies and there’s a handful I trust because I did interview them well enough to see if they cared enough to pay me for my style of writing. I knew I wouldn’t be appreciated or paid well if they didn’t care. While I do contract work for companies, I am selective. I want to work with reputable agencies because I care about my reputation.

In the end, I write for fun. Why else did I start this random blog about copywriting? You want to find someone who either works privately or from a professional marketing group. Take your time, too. Ask for samples. Just take this home with you today:

No one knows your business better than you, most certainly not AI, and what you really need is an ally in a copywriter who will work beside you and put out your story the way you want it to be told to your audience. They’re out there, like diamonds in the ruff, granted, but they are still out there.