How to Use AI to Write Soul-Aligned Website CopyNov 03, 2023
Ah, the lure of artificial intelligence making everything “easier.” Recently, AI has taken the online world by storm, especially when it comes to tasks that are often thought of as difficult, daunting, or time consuming. BUT – while AI bots like Chat GPT can produce content faster than you can say "artificial intelligence," how do you ensure that your copy still feels like you, sounds like you, and conveys the right message and vibe to your audience?
You know your audience is smart. They want authenticity, genuine connection, and a real human touch – which is where the concept of soul-aligned website copy comes in. This is, of course, easier to achieve when you’re writing in your own voice, but even when you’re using AI to assist your copywriting endeavors, it's all about ensuring that your web copy resonates deeply with your authentic voice, mission, and essence.
AI is a remarkable tool… like a Swiss army knife for content creation, it can enhance your writing, making website copy more dynamic and engaging. But, and this is a big but, there are many pitfalls and things to look out for when using AI to write soul-aligned website copy.
Common AI Copywriting Mistakes (& What to do Instead)
Using AI to write website copy has become increasingly popular due to its efficiency and ability to create content at an unparalleled pace. However, like any tool, AI can be misused and misunderstood - here are some of the most common mistakes I see people make, and what you can do instead to avoid them.
Not training AI with each new session
Each time you open a new chat thread in tools like Chat GPT, it’s like you’re meeting someone for the first time. If you jump straight into business without an introduction, you’re likely not going to get the outcome you desire. So… tell it everything! Make sure you clearly outline your brand voice, tone, mission, and brand standards so your AI copywriting tool can fully inject your voice into the content it creates.
And, did you know that Chat GPT understands brand archetypes?! That’s RIGHT! In a little experiment, I asked Chat GPT to write an Instagram caption using “explorer archetype language,” and sure enough it came back with content containing words like: adventure, path, trek, journey, and more that are aligned with the explorer archetype. So, this is another important piece of your brand to share with your chatbot to keep content and copy on-brand.
Another important training goal is to anchor your chatbot in reality. AI is a very powerful tool that has many uses – it’s not going to know what your goal is, or what you are actually talking about until you tell it. While you might say something like “write a piece of content about how to meditate,” it could very easily output unrealistic, unrelated content that is completely ungrounded in reality, thinking you wanted to write a science fiction story about meditation, for example. So, be sure to ask questions (and have your bot ask you questions) before having it write or create anything.
Not Editing AI-Written Copy
Let’s call it what it is, shall we? AI is a robot. So, it’s going to write like a robot. As advanced as it might be, it doesn't possess the emotional richness or the lived experiences that YOU bring to the table. When it writes, it pulls from vast databases of information, structures sentences based on algorithms, and, in doing so, often misses the heart and soul that makes content genuinely resonate with its readers.
For a significant portion of your audience, AI-generated content that hasn’t been touched by human hands can stick out like a sore thumb. It feels formulaic. Predictable. And, dare I say, robotic.
Let’s make one thing clear: the risk here isn't merely about the perception of quality; it's about trust. As we know, trust is a brand's most precious currency – building the “know, like, and trust factor” with your audience is a key part of the content you create and share. If visitors sense that you're heavily leaning on AI to create without adding your unique touch, the trust factor can erode, subtly communicating a lack of genuine effort or a disconnect from your audience.
The solution isn't to abandon AI-written content—far from it. Instead, it's about understanding the strengths and limitations of AI, and making sure to refine its outputs so they perfectly align with your brand. Remember, people connect with people, not robots. Ensure your content, AI-assisted or not, echoes that sentiment.
Make AI work for you, not the other way around.
SEO is essential if you want to increase your position in search results, but there's a fine line between optimized and over-stuffed. While AI tools can weave in keywords seamlessly, it can also (very easily) output keyword-stuffed content that reads unnaturally, and that might even get deprioritized by search engines.
So, it’s important to guide AI wisely by providing the keywords you wish to incorporate, but make it clear that the chatbot needs to avoid sounding like a broken record, and write in a real, human tone that feels personal, rather than robotic.
Assuming AI Understands Everything
We hear stories of AI predicting user behavior, creating art, and even composing music. But when it comes to your brand's specific nuances and details? Well, AI isn't quite the mind reader we might want it to be.
While AI is packed with information, it doesn't know the intricate details of your brand, offers, or anything else – unless you tell it. You have to give AI every single little detail you want it to include, rather than assuming it already knows.
By presuming AI is privy to your brand's every update, you risk generating content that might be generic, outdated, or even completely misaligned with your current goals and messaging.
AI thrives on clarity. The more specific and directive you are with your instructions, the better aligned its output will be with your needs.
How to Use AI to Write Soul-Aligned Website Copy
Writing soul-aligned website copy means crafting content that deeply resonates with both the brand's core values and the target audience's desires and needs. It's about conveying authenticity, purpose, and emotion in every word.
And while you absolutely can use AI to accomplish that, there are some things that you need to continue to look out for and optimize before you go there.
Deep Self Reflection and Brand Clarity
You have. to. understand your brand's values, mission, and vision so deeply. Emotions are the currency of the digital realm. So, identify the emotions and energies you want to evoke, and figure out how you’re going to do that in a genuine way that speaks to your audiences’ struggles and desires, and that shows them how you can help solve their problem.
You have to know how to highlight your unique gifts that set you apart, in a way that your audience relates to.
The good news is, once you understand these things about yourself and your brand, you can give that information to AI to adopt your brand voice and perspective. It can be as easy as copying your Trello boards and pasting into AI with a quick introduction saying something like, “Here is some information about my brand, please use this to inform any and all writing.”
Know Your Audience Deeply
Every brand has its tribe. You, as the leader, know their hopes, dreams, fears, and desires. Understanding their language, emotions, and beliefs is key to creating copy that resonates. If you want to dive deeper on this topic, check out my blog post: Understanding Your Ideal Client.
If you’re still learning about your audience, you can utilize AI to clarify some important differentiators! For example, you could ask Chat GPT something like: “My brand is focused on xyz, and I want to help xyz people do xyz outcome. What do you need to know about my ideal audience to help me create compelling website copy that will specifically capture their attention?”
If you’ve already done in-depth research on your ideal client and have a complete understanding of them, you can share what you know with Chat GPT, similar to the above example where we shared our brand information.
Write With Authenticity
In a world of seemingly endless replicas, being authentically you is one of the most powerful, important things you can do. Rather than trying to fit a mold or emulate others, speak your truth.
Use language that feels natural to you, avoiding jargon or overly complex terms (unless they're necessary). Whether your brand voice is nurturing, energetic, professional, or playful, maintain consistency to help build trust and reliability with your audience.
Typically, this is where AI falls short. No matter what you do, you ARE going to want to edit AI-generated content every single time to add in more personality and authenticity. However, if you want AI to give you a little bit of a head start, try sharing some previously-written content that you love with the chatbot, instructing it to use this content as an example of your voice and writing style.
Use Emotion-Driven Storytelling
Here's a golden nugget about compelling copy: It's not merely about conveying information. It's about stirring emotions. It's about making your reader feel something. Whether it's excitement, empathy, motivation, or trust, the best content pieces create an emotional response – and this is especially true on your website where you want your audience to take an important next step in inquiring, purchasing, or continuing to read more.
Raw AI-generated copy, if left unchecked, can sometimes miss this emotional mark. It can come across as sterile, lacking the warmth, humor, or urgency that human writers naturally infuse into their content – aka, the emotions.
For more information on the emotional impact of your brand, check out this blog post: Discovering and Creating The Emotional Impact of Your Brand.
Craft a Compelling Brand Narrative
Your brand's narrative is more than just a story; it's the essence, the heartbeat, the soul of your business. It’s the connection between your brand and its audience.
But how do you effectively convey this narrative? The secret lies in highlighting the "why" behind your brand. Share what you do, why you do it, how you got here… share your brand story. This should be a narrative that weaves throughout all the copy you write and publish, providing a consistent and cohesive message. If you want to learn more about creating a compelling brand story, check out this blog post: How to Write Your Brand Story.
Once you have your Brand Story established, once again, share that with AI! There is no such thing as sharing too much information with your chatbot, so give it everything you have – including the “why” behind your brand. This can help add a personal touch and a deeper relatability to the content you have AI create.
Use Mindful Call-to-Actions
A call to action (CTA) should be more than just a clickable button or a catchy phrase; it's a bridge between your brand's value and the audience’s needs, and it's essential that this bridge feels genuine. Your CTA should emanate sincerity, truly reflecting the value you promise to deliver and speaking directly to the heart of your ideal client.
While high-pressure sales tactics might yield short-term results, they often leave a sour taste in the mouths of potential clients. Instead of cornering your audience into taking action, inspire them. Paint a picture of the benefits they’ll receive or the change they'll experience. Use words and imagery that evoke positive emotions and align with their aspirations. A mindful CTA isn't about manipulation; it's about genuine connection and mutual benefit.
Prioritize Quality over Quantity
One well-written sentence is more powerful than one thrown-together paragraph or page. In your writing, every word should serve a purpose - Avoid fluff, and ensure that the content you share is both valuable and aligned with your brand's soul.
AI tends to put out more content than necessary. So, you may need to read through and delete any unnecessary or repetitive information from the copy before sharing it or using it on your website.
Mindfulness and Presence
A great tip I’ve come to learn over the years is to be present when writing. This means avoiding distractions and being in a receptive and aligned state of mind. You may even find practices like meditation or grounding exercises helpful before diving into soul-aligned writing.
This is particularly important when you’re using AI to assist with your copywriting. While it may seem easy to plug in a simple prompt and copy and paste the output, that’s not going to get you the results you want, and is not going to help your audience feel connected to you in any way.
In essence, writing soul-aligned website copy is about merging the depth of your brand's spirit with the needs and desires of your audience. It's a balance between authenticity, emotion, and clear communication, ensuring every visitor feels a genuine connection to your brand's heart and purpose, and understands how you can help them through whatever it is they’re struggling with.
If you’re ready to build your brand with a pro by your side, The Impact Tribe is here for you!! Through coaching, courses, and community, I’ll help you build a stand-out brand that represents who you are, resonates with your ideal client, and gives you what you need to make it easy for your ideal clients to hire you. What are you waiting for?! Learn more and join us today at the link below.