I’ve come to realise that the best copywriters in the UK already have a brand, and some of them don’t even know it. In my opinion, this is the perfect time to become a copywriting rockstar. Confused? Sceptical? Hear me out. There’s method to my madness.
AI Copywriting Has Changed the Game
Let’s start with some stat-bombs. Did you know that 84% of UK marketers now use AI tools in their daily roles? And around a third of writing jobs on Upwork disappeared within 15 months of ChatGPT’s launch.
Yes, the industry has been decimated. Only the best and the very worst are still making a decent living – relatively speaking, of course. The worst are thriving because they’re charging $5 to write an AI prompt and change a few words in an attempt to ‘humanise’ the slop that’s spat out.
The internet is fast becoming an AI sh**hole. It’s now packed with generic, repetitive, and predictable copy. It’s hard to imagine anyone actually taking the time to read it. In fact, it’s probably only the poor sod at Google who has to read billions of web pages a day who’s putting in the hours.
But companies are saving money on marketing. A quick edit now takes the place of a process that used to take a day or two. And copywriters are paying the price, as well as editors, proofreaders, and even graphic designers.
But opportunity is born from change. You see, AI has to play by the rules when it comes to copywriting. Unless it’s Grok, AI can’t be controversial or remotely funny. Have you ever asked an LLM to tell a joke? Try it. You’ll see what I mean.
And that’s why there’s still a role to play for the best copywriters in the UK. They’re the ones who can push boundaries, stand out from the crowd, and do something differently. They’re the ones who can push back against the consensus. Of course, these are all things artists have been doing for years.
Maybe it’s time for marketing copywriters to do the same.
Opportunity Is the Byproduct of Change
It’s not all doom and gloom, though. There’s a little glimmer of light shining through the arse crack of copywriting hell. There’ll come a point when there’s just too much dull, generic, and timid copy out there. There’ll be so much, you won’t even need AI anymore. You’ll be able to cut content from any other site in your niche, change a few words, and paste it into your site or marketing materials.
Some might say that we’re already there. Too much of today’s online copy is blander than a beige sofa in a bank manager’s living room. Maybe that’s why there are still opportunities for copywriters. And some of them are offering seriously big bucks.
The US Bureau of Labor Statistics reckons that the number of writers and authors in employment will rise by 5% in the next few years. And let’s talk about the LLM platforms at the heart of this mess.
Business Insider recently vomited this headline into the ether: “The hottest job in tech: Writing words.” And they weren’t wrong. OpenAI is offering more than $400,000 for various writing and communication roles. Scale AI is hiring authors and poets, and Anthropic is offering more than $300,000 to writers and content creators.
AI platforms, at least right now, rely on what’s gone before. They scrape billions of words written by millions of copywriters and repackage the content for their users. What’s more, they do this without our permission, and without paying us a penny in compensation.
So, even the AI platforms realise there’s a creativity roadblock on the horizon. And this represents a huge opportunity for the UK’s best copywriters.
To Become the Best Copywriter in the UK, You Need to Become a Brand
The average digital copywriter doesn’t like to blow their trumpet too much. They prefer to operate in the shadows. They craft killer copy, and then let someone else take the applause. That has to change.
I honestly believe that the number of marketing copywriters and content writers will fall by more than 90% in the next 20 years. Only those with a brand that transcends the niche will survive. So, if you’re a UK copywriter reading this, you need a unique and compelling brand. You need to move like Jagger… sing like Elvis…whinge like Bieber.
Think about it. The world’s greatest artists – from painters to stage performers – all have a unique brand of their own. It’s high time that the world’s best copywriters had one too.
Act Like an Artist, and People Will Treat You Like One
What do I mean by this? Before you ask, I don’t mean you should be a piss artist. I’m not promoting the use of copious amounts of coke. And I’m not saying that you should be wrecking hotel rooms and sleeping with groupies. I’m saying you should start acting like the classical artist you are.
Writing and art are one and the same. Since the days of etching images into cave walls, human beings have been communicating through artistry… since the advent of the opposable thumb.
Think about it. Classical artists develop their own, inimitable style. It’s how they become famous and start selling soup can designs for millions. They also sign their work. They own it. Just like a rockstar signs their new album or the boob of a superfan.
Don’t be timid in coming forward. If you know you’re the best copywriter since sliced cheese, scream it from the rooftops. Tell everyone you know. And tell your clients to tell everyone THEY know. Create an album of your greatest copywriting hits. Pose for an album cover. Go on a nationwide tour. Marry a reality TV star and call your first child Caviar.
There’s Potential Value in a Strong Copywriting Brand
There will come a time when even the suggestion that one of the UK’s best copywriters was responsible for a piece of content gives the brand or product an extra layer of credibility and prestige.
Imagine having your brand’s copy written by John Grisham, Thomas Sowell, or H from Steps. In a world where 99% of the online written word is AI-generated, this kind of selling point could make all the difference. This is real copywriting value, so you should be selling it for a ridiculously high price.
Think about it…
“This copy was expertly crafted by Malcolm Cox.”
“Today’s copy was brought to you by the King of Copy, Malcolm Cox.”
Just call me Elvis from now on. Thank you very much!
ELVIS HAS LEFT THE BUILDING.
Talk to One of the Best Copywriters in the UK
Elvis is back! And he’s here to let you know that he’s available to provide the best website copywriting this side of the Atlantic.
Enough of this third-person bullsh**. If you’d like to discuss copy with the best copywriter in Newcastle upon Tyne, drop me an email at malcolm.cox@contentable.biz or give me a tinkle on 07836 704956.
