In recent years, the rise of AI tools such as ChatGPT and Jasper in content and copywriting has shown no sign of slowing down. Many businesses are getting on board, adopting the tools to save on both time and costs effectively. 

Having said this, there’s one thing that shouldn’t be forgotten, and that’s the vital role that human copywriting plays, particularly for small businesses where connecting with their audience is all the more important. 

Let’s take a look at four reasons why human words still matter:

Humans do it better

AI is an incredible tool and can prove extremely valuable for copywriters, but for Northampton businesses wanting to connect with their audience, there are just some things that humans do better. While AI can mimic tone, grammar, and structure, it lacks true emotional understanding. Human copywriters can offer a personal touch, using words to convey your business's values and community. 

Understanding the local audience

For small businesses, building relationships and trust is vital. A human copywriter will take the time to understand what resonates with your audience, what tone to use, and what references will land, crafting content that builds a connection. 

Standing out from the crowd

AI can turn content around for you at a fast rate, but whilst doing so reuses old patterns and phrases that already exist. Naturally, this will lead to generic and repetitive copy, not exactly giving you the edge you want to stand out from the crowd. A human copywriter will give your business a distinct voice, setting you apart from your competitors. 

Important final tweaks 

Human copywriters will make instinctive choices when it comes to writing based on experience and expertise, all for the benefit of your business. On the flip side, AI struggles to understand when something just isn’t quite right. Whilst you may have all the words in front of you, if they’re not the right ones, this could be at the detriment of your brand. 

There’s no denying AI is a useful tool, which, when used correctly (and guided by a human), can enhance many aspects of your business. For local businesses looking to build trust and stand out from competitors, human copywriters absolutely matter.