|
This month, we caught up with Tom Valcanis, Melbourne-based copywriter and founder of I Sell Words.
I Sell Words is a copywriting and consulting business focusing on SEO copywriting, web content, and newsletter strategy. Over the years, Tom has worked with an impressive roster of clients, including Virgin Australia and the Movember Foundation.
Here are 3 takeaways from our chat:
1. AI can be a valuable tool for creatives – but not a replacement.
"When it comes to more creative tasks, tools like ChatGPT struggle because they depend on the ingenuity of the operator.
"If you remove writers and creatives from the process, you get garbage input and garbage output."
2. 2025 is the year businesses will reassess their use of AI and realise the true value of creatives.
Tom is already seeing clients return to the fold after experimenting with AI in 2024 and learning what these tools can (and can't) do.
"We’re in a cost-of-living crisis, and it’s a natural impulse for businesses to cut expenses wherever possible. And suddenly, all these ‘magic’ generative AI tools say they can replace human creatives. It’s the perfect storm.
"Businesses are starting to realise that churning out AI content is fine if you just want words on a page, but not so great if you want those words to be meaningful. If you want to see strategy and thought put into the content––and an actual return on the investment you’re making––that’s the value of hiring creatives."
3. Multi-skilling is key in 2025 and beyond.
"When I was starting up, you couldn't avoid being an SEO copywriter. You had to know fundamental SEO. In the same way, today’s copywriters need to have at least some understanding of digital marketing as a whole: PPC, SEO, etc. You need to know how your content fits into the bigger picture."
Check out the rest of the story here 👇
|
