Words aren’t the only way to communicate. But they’re a huge part of how the vast majority communicate. So, when it comes to marketing, words should be the first thing you think about.

Whether you’re marketing your products and services, or defining your company or brand, words are powerful.

They should be respected, chosen purposefully, and understood.

Yet, many people believe that ai can do words better than they can.

I have a dream

Words so powerful, they’re remembered decades later.

I find it strange that, as a collective, we’ve devalued words.

We throw them away on social media, we give them to a robot to write for us, we assume any words are better than the right words.

Don’t choose words, choose the right words.

We wouldn’t take our pet robot to that big networking event. We wouldn’t roll it in to negotiate a contract or talk to Sandra at the water cooler. We wouldn’t carry it with us on lunch or bring it to a fundraising pitch.

So why would we use it for something as powerful as words? Why would we choose organised letters in place of communication, strings of word-based code in place of communication?

The problem with robot words is that everyone starts to sound the same. And when everyone starts to sound the same, nobody listens. And if nobody is listening, what’s the point? Silence has the same effect.

The evidence is out there and it’s as clear as day. A quick glance at the comment threads on a media outlet’s social posts tells you that people are fed up and sceptical of ai content. Survey Monkey found that top consumer complaints centre around trust: 29% think it’s not authentic and 16% think it’s not accurate.

One thing’s for sure, in a world saturated by well-organised letters, words have never been more powerful.

Thunderwolf helps thoughtful experts turn complex ideas into clear, human communication, so their work can be understood, trusted, valued, and desired. 

From brand copy to impact reports, every word is distilled with accessibility and inclusivity in mind – so your message isn’t just heard, but understood.

Send us a message to find out more, or share a passion for word-based marketing.

About Gem Tordoff Copywriter | Fractional marketer

Thunderwolf helps thoughtful experts turn complex ideas into clear, human communication, so their work can be understood, trusted and valued. Gem writes copy for everyone, from universities and big name brands, to consultancies and technology companies.