Does a marketing client see and feel the difference between a commercial text written entirely by an experienced copywriter and one where ChatGPT lent a hand? We believe so. And that often has to do with the rhythm of the copy. Rhythm is a copywriter, indeed!
Do we, Expliciet copywriters, use AI and ChatGPT? Of course. As modern marketers, we can no longer ignore it. Generative AI has grown significantly in a short time when it comes to brainstorming creative angles, summarizing large blocks of information, you name it. Ideal for helping our creative juices flow.
In theory, artificial intelligence can already produce fairly coherent professional texts based on a clear briefing (prompt). But this is exactly where it gets dangerous. Simply continuing with a proposal from ChatGPT? Better think twice!
Why? Because even the seemingly perfect AI-generated commercial text lacks a crucial writing technique: creating rhythm. The rhythm, the cadence of the copy, ensures that a text reads smoothly. Musically, even. And the smoother it reads, the better the message hits home. It is, by the way, impossible to incorporate that rhythm into your text afterwards.
The client who is fully invested in their marketing story will immediately feel when something isn’t quite right in their texts. That is exactly the great strength of rhythm: it is so subtly present that you only notice it when it’s no longer there.
Take the following test case: an introduction for a webpage about data visualization services for our client Akkodis. We asked ChatGPT to briefly present the problem and solution of their product, subtly referring to their tagline An extra pair of eyes helps you see the bigger picture.
VERSION 1: CHATGPT
Do you sometimes feel that your data controls you instead of the other way around? When reports become so complex that you can no longer see the forest for the trees, Akkodis can help restore the overview. With our expertise in data visualization, we ensure that you can draw the right conclusions without getting lost in the numbers. Because as we say: An extra pair of eyes helps you see the bigger picture. Together, we ensure that your data works for you again and not the other way around.
Conclusion: long sentences, hesitant language, disjointed sentences, limited and too literal reference to the tagline
VERSION 2: EXPLICIET COPYWRITER
You’re sitting on a mountain of data, but you see little to no logic in it. It’s all still very blurry. Or perhaps you do see clearly, but you can’t translate the conclusions clearly enough for the recipient of your report. Our data experts at Akkodis are happy to provide a clear view. We visualize, your processes excel.
Conclusion: more concise, direct address, subtler and more creative reference to the tagline, smooth alternation of short and longer sentences, contrast and rhyme
Compare it to a metronome versus a professional freestyler. The rhythm of the metronome is controlled, but quickly loses its element of surprise. The freestyler determines their own rhythms and stands for a touch of unpredictability, but for that very reason also for authenticity, creativity, and uniqueness.
How do we still freestyle in practice? Among other things, by…
_strategically playing with dots and commas
_alternating subtle pauses with tempo-makers like alliterations or ultra-short sentences
_applying repetition
_using elliptical sentences every now and then
_boldly planting an ‘or’, ‘and’, or ‘but’ at the start of a sentence
_opting for that passive sentence construction for once, simply because it sounds better
_consciously limiting the number of lines per paragraph and giving space to white lines
_by reading along, whether whispering or out loud: when you hear it, the added value of rhythm becomes truly clear!
Rhythm is and remains an underrated tool for making a good commercial text great and distinctive. In the best cases, that rhythm is even completely interwoven with the tone of voice of your brand or company.
One cannot exist without the other, making every text about your services or products unique every time and impossible to imitate. So be sure to give us a shout if you’re looking for better music in your (content) marketing.