ChatGPT is the best thing to happen to SaaS marketing

The last few years have seen a seismic shift in how copy and content can be written.

Before, your options were writing it yourself or hiring someone else to write it. There were some apps that generated content, but the output was absolute shite.

Then seemingly out of nowhere, ChatGPT was released. Here was this technology that could spit out servicable copy at the press of a button. 

And everyone lost their fucking minds.

Crypto bro’s all of a sudden have an AI startup, people are calling themselves ‘Prompt Engineers’, and writers everywhere are questioning their career choices.

This creates a HUGE opportunity for marketers. Especially in SaaS.

The reason I specify SaaS is that SaaS marketers tend to be at the forefront of marketing tech. Any new tool, app, or automation will be adopted if they think it’ll give them an advantage. So when ChatGPT emerged, SaaS marketers were among the first to embace it.

And fuck me, did they embrace it.

Web copy, blog posts, emails, video scripts, social media posts. Some people are creating all of this with ChatGPT, Claude, or some other flavour-of-the-month AI tool.

Which brings us to the opportunity…

The opportunity

The truth about AI-generated copy and content is that…it’s fine. In a lot of cases, it’ll pass as if written by a human.

But if you’re trying to be great, fine isn’t good enough!

Great marketing isn’t just fine — It’s creative, it takes risks, and it has its own unique voice. So you should be over the fucking moon if your competitors are using ChatGPT to generate their copy and content.

They’re happy with fine, which make it even easier for you to be great. They’re using the same tools, fed with the same data, to churn out the same shit.

THAT is the opportunity.

Creative beats generic

While every other SaaS is using ChatGPT, you should be breaking some rules and taking some risks. This is an opportunity to stand out while everyone else blends in.

Find ways to position your software in a new or different way. Play with your tone of voice, and style of content. Hire creatives who don’t just copy the competition, but come to you with original ideas. Invite your team to throw around suggestions, and be playful.

Create genuinely useful content that establishes you as an authority. Presenting new ideas and offering new perspectives.

This is your chance to tell customers that while the rest are all the same, you’re the outlier.

You’re Apple while everyone else is trying to be Nokia. You’re Spotify while everyone else is trying to sell CD’s. You’re Oatly while everyone else is…milking cows?

You get the point.

Creative beats generic every day of the week. And right now there’s a whole lot of generic flying around.

All praise ChatGPT!