Are Wellness Pros and Clients Better Connecting With the Help of AI Copywriting?

Proportion

Big companies, smaller business owners and wellness entrepreneurs are embracing the use of AI copywriting to market their businesses. Artificial intelligence has been around since the invention of the Turing Machine in the early 1950s. Now it has become an integral component of electronics, healthcare, transportation, appliances, entertainment and more. In fact in many cases, as consumers, we don’t even realize we are using it.

So should we use AI copywriting to market and grow our businesses?

Copywriting with AI Lacks the Healing Experience

Copywriting involves putting words together for the sake of selling. But you also write copy for content which builds credibility and can then lead to sales. As a business owner or entrepreneur, you need both — copy that sells and copy that provides value.

Especially in wellness, everyone has different layers to a problem or condition, and reactions to the possible solutions. You need to show your understanding and consideration of specific possibilities within your area of expertise.

Photo by Sora Shimazaki

If you help with mold illness for example (I’ve been mold illness free for 1 year now!), and you only offer one protocol, you will not get my attention. I was too sensitive to too many things and needed someone who could help me through and past those sensitivities.

This depth of knowledge comes only from your own healing journey or a loved one’s experience. And AI cannot have that experience. Even if your AI copywriting tool provides some of the information gained about those sensitivities, it can never replace the lessons, emotions and connections learned if you had experienced them.

Nor can AI provide the feelings and thoughts you had when first getting diagnosed versus after dealing with it for years.

If using AI copywriting to market your wellness business, you might not be connecting with your viewers or listeners on an emotional, experiential level. And most people make decisions to sign up or buy based on emotions, experiences or both.

A Look at AI Copywriting vs Hiring or Doing It Yourself

Are you just getting started out with your business or giving it a reboot? You might be tempted to use AI copywriting as a crutch — or even a key player on your team.

But just like in healing, your wellness business requires experience if you want it to make a lasting impact.

Consider this. You can use AI copywriting to create emails and even a website targeted to women in their 50s wanting to lose weight. AI might even tell you she wants to lose weight so she can be more mobile and active.

But if you are not researching your own clients and potential clients, getting their actual words, thoughts and feelings, your messaging is likely not reaching them at all.

This is part of why I don’t offer to research your ideal clients for you. When you don’t experience doing the research yourself, you aren’t as sold into it. You may not believe it at all. Or you may believe it but keep slipping back into your previous copywriting patterns because those research conversations weren’t stored in your own memory!

Say that, for example, in the past you lost weight to reduce your risk for diabetes. You’ve naturally attracted people like you, who are more concerned about risk factors. But whether due to the tool or the prompts you’re using, your AI copywriting tool has you writing about weight loss for mobility. Your ideal clients may enjoy mobility as an added benefit. But they aren’t looking for that.

You’ve lost them through messaging that doesn’t fit.

This is just one basic example of how AI copywriting can throw you off track and do major damage. One, you’re missing out on conversion (getting them to sign up for signing or make a purchase). But two, you are also turning your readers/listeners off, neglecting their real emotions, thoughts and needs because you didn’t do the personal outreach and homework.

As another example, a previous client offers mobile lymphatic drainage massage. They thought most of their clients used them for post-operation recovery. But after doing the research, they discovered that at least 50% of their clients desire the detoxification benefits. This is two very different messages and outcomes! Had I done the research, they wouldn’t have experienced the surprise and impact of learning this new information.

Photo by Gary Barnes

This may be why other copywriters don’t want to work with wellness providers or coaches who haven’t done their own research yet. You’re too out of focus. Or your focus (and copy) may change in a few months — as some of this research comes to surface.

Instead, it’s more efficient to do this work up front. Have your own conversations. Put words into action that you’re not going to change in a few months.

AI copywriting lacks healing experiences and one-on-one conversations (human experiences) that provoke feelings, thoughts and memories. For these reasons, I don’t see AI copywriting ever omitting the need for real copywriting. After you’ve done your ideal client research and aren’t as likely to flip flop in focus, it’s a wiser investment to hire a copywriter.

That said, you can receive guidance as you research and create the content your ideal clients desperately want — check out how here!

The Pros, Cons, and Best Uses of AI Copywriting

Though AI Copywriting can’t replace copywriting by humans, there are ways it can undeniably help. But you need to put up boundaries, so consider these pros and cons.

Benefits

Photo by Kevin Malik
  • Might save time
  • Might be more affective
  • Can help you get unstuck
  • Provides new information

Cons

  • MIGHT save you time if you have skills to personalize and edit it quickly (it often takes me the same amount of time as when I start from scratch)
  • MIGHT be more effective, if you are a poor writer and know how to use the right prompts to accomplish your goal
  • Can seem very robotic and templated
  • Doesn’t create a human-to-human connection which comes through in the copy’s energy
  • Does not keep your own mind and skills sharp but encourages you to rely more on technology
  • Decreases your time with pen to paper (which also lessens your creative and intellectual development)
  • The more we use it, the smarter AI becomes and the less human we become as individuals and a society

Best Uses of AI When It Comes to Copywriting

Because of the cons listed above, I have still only dabbled with AI. This may change — I want to use it to do business tasks more efficiently. But I don’t want to contribute to anything that dehumanizes. That said, here are a few tasks that you could use AI for, if you know your ideal client and how to incorporate the right prompts:

  • generating content and blog post ideas
  • improving headlines
  • mapping out your client journey needs
  • optimizing emails (split testing)

As with many things, moderation is best. Intentionality is key. Asking questions and encountering experiences are better than relying on assumptions or AI. Instead of AI copywriting as a go-to, selectively use your AI tool to help you create better content ideas and complete your business tasks. Then engage in meaningful conversations to create clear, purposeful copy.

 

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