And if you wish to adhere to the principles of branding, every message needs to represent your values and be couched in language that effectively represents the organization. Consistency is essential in messaging, which is why Coca-Cola’s logo is always red, why analogue watch faces are always shown at 10 minutes to 10 and why adidas is never written as Adidas.

Allowing the Lyon & Lyon team to write your copy ensures that all your messages will sound sufficiently similar to be recognizably yours while being different enough to achieve their specific goals.

You need to talk differently to your existing clientele than to your best prospects, and differently again to people at the top of your marketing funnel.  But these messages all need to be recognizable as coming from the same organization.

The temptation to handle these messages “in house” should be resisted – unless you have a professional wordsmith or two on your payroll, which is a luxury to which not many SMEs can stretch.  And this is particularly true now that ChatGPT has arrived on the scene with the siren call that all you need to learn is the new skill of prompt engineering.

There is often nothing wrong with AI generated text, except that it lacks the human touch that makes good copy resonate with its target audience.