What Should You Look for in an AI Writing Tool?
AI has changed the way businesses create marketing content.
Need ideas for next month’s blog posts? AI can help. Need to turn a technical explanation into something a customer can understand? It can do that too. Need a first draft of an email, social post, or service page? You can have one in minutes.
But with so many AI writing tools available, another question comes up quickly:
Which AI writing tool should I actually use for my business?
You probably don’t have time to test every new AI platform that hits the market. And you certainly don’t need another monthly subscription unless it solves a real problem.
That’s why we’ve narrowed the field down to 5 AI Writing Tools worth considering: ChatGPT, Claude, Jasper, Copy.ai, and Writesonic.
They overlap, but they aren’t identical. Each has different strengths depending on what you need AI to do.
1. ChatGPT: The Best All-Around AI Writing Tool
ChatGPT is probably the name you already know. And for many businesses, it may be the only AI writing tool you need.
ChatGPT works particularly well as a collaborative writing partner. Instead of giving it one prompt and accepting whatever comes back, you can have a conversation.
For example, an electrician could ask ChatGPT for five blog ideas based on the questions homeowners ask most often. Then you could ask which topic is most likely to appeal to homeowners considering upgrading their electrical panels. From there, you could develop an outline, write a first draft, and revise individual sections.
That back-and-forth is one reason ChatGPT earns a place on our list of 5 AI Writing Tools.
It can help you create:
- Blog posts and articles
- Email campaigns
- Website and landing page copy
- Social media posts
- Video scripts
- Headlines and calls to action
- Content ideas and outlines
Its biggest weakness is also important to understand: Like other AI writing tools, ChatGPT can produce very generic marketing.
Ask it to “write a blog about commercial HVAC maintenance,” and you’ll probably get something that sounds like every other HVAC article online.
Give it information about your customers, their questions, your company’s experience, and what you want the article to accomplish, and you can get a much stronger result.
Best for: Businesses looking for one flexible AI tool that can help with both marketing ideas and writing.
2. Claude: A Strong Choice for Long-Form Content
Claude is another general-purpose AI assistant, which means there’s considerable overlap between Claude and ChatGPT.
So, is Claude better than ChatGPT for marketing?
Not necessarily. But it can be particularly useful for businesses creating longer, more detailed content.
Claude can work with a large amount of source material and turn it into clear, readable content. That can be helpful for professional services firms and specialist contractors whose marketing requires more explanation than a simple sales pitch.
Imagine an engineering firm with technical reports, project notes, interview transcripts, and previous articles. Claude can help pull information from those materials and turn it into a more accessible article for prospective clients.
Among these 5 AI Writing Tools, Claude is also a good option for thought leadership, guides, and other content where maintaining a natural flow across a longer piece matters.
Like other AI writing tools, however, Claude needs direction. It doesn’t automatically know what differentiates your business or what matters most to your customers.
Best for: Businesses producing long-form, technical, research-heavy, or thought-leadership content.
3. Jasper: Can AI Keep Your Brand Voice Consistent?
One of the biggest challenges with AI-generated marketing is getting everything to sound like it came from the same company.
That’s where Jasper gets interesting.
Unlike ChatGPT and Claude, Jasper is built specifically for marketing. Its tools are designed to help companies establish and maintain things such as brand voice, style guidelines, audience information, and company knowledge.
Why does that matter?
Suppose your company has three people creating marketing content. One writes blog posts. Another handles email. Someone else manages social media.
If each person is using different AI writing tools independently, your marketing can start sounding like three different companies.
Jasper is designed to help reduce that problem by giving AI more consistent guidance about how your company communicates.
It can be used for ads, emails, blog posts, social content, website copy, and complete marketing campaigns.
Of the 5 AI Writing Tools we’re looking at, Jasper may make the most sense for companies that produce a high volume of content or have multiple people involved in creating it.
The trade-off is cost. If you’re a smaller company with one person handling marketing, you need to decide whether Jasper’s additional marketing features solve enough of a problem to justify another subscription.
Best for: Growing businesses and marketing teams that need to maintain a consistent brand voice across a lot of content.
4. Copy.ai: Can You Automate Repetitive Marketing Work?
What if your biggest marketing problem isn’t writing one piece of content? It’s doing the same marketing tasks over and over again.
That’s where Copy.ai takes a different approach.
Copy.ai has expanded beyond basic copy generation into a broader platform focused on automating marketing and sales workflows.
Think about the repetitive work involved in marketing.
You publish a new blog post. Then someone needs to turn it into social posts. Perhaps it needs to become an email. Your sales team may need talking points based on the same topic.
Instead of approaching each task separately, a workflow can help move content through several steps.
That makes Copy.ai one of the more specialized options among these 5 AI Writing Tools.
For a busy contracting business or professional services firm with a repeatable marketing process, that automation could save time. But it can also be more than you need if you simply want help writing an occasional blog post or email.
And remember that automating bad marketing only helps you produce bad marketing faster. Human review still matters.
Best for: Businesses with established, repeatable marketing processes that want to automate some of the work involved.
5. Writesonic: Can AI Help Your Business Get Found Online?
Take a look at your website.
Can a potential customer find out how much your services are likely to cost? Understand your process? Compare options? Get answers to common concerns? Decide whether your company might be a good fit?
If the answer to most of those questions is no, your marketing strategy is outdated.
Today’s buyers often want to research a company before they’re willing to talk to someone. Your website should help them do that.
Go beyond the standard claims about great service, years of experience, and satisfied customers.
Talk about pricing, even if you can only provide ranges. Explain what affects the cost. Discuss timelines. Explain your process. Compare solutions and talk about their pros and cons.
And yes, tell people when your service might not be right for them.
Your website shouldn’t just tell people about your company. It should help them make a confident buying decision.
Your prospective customers are already searching questions such as:
- How much does a new commercial roof cost?
- How often does an industrial HVAC system need maintenance?
Creating useful answers to those questions gives your business an opportunity to appear while a potential customer is researching a problem.
Writesonic has also expanded its focus beyond traditional Google rankings to visibility within AI search results.
That makes it the most search-focused of our 5 AI Writing Tools.
There is an important caution, though. AI makes it incredibly easy to produce large amounts of SEO content. That doesn’t mean you should.
Ten generic articles that repeat information already available on hundreds of websites aren’t necessarily better than one article that answers your customer’s question exceptionally well.
Best for: Businesses that rely heavily on SEO and educational content to attract prospective customers.
Which of These 5 AI Writing Tools Is Best for Your Business?
There isn’t one answer for every business.
If you want an all-purpose tool for brainstorming, writing, revising, and marketing strategy, ChatGPT is a good place to start.
If you regularly create detailed long-form or technical content, take a look at Claude.
If maintaining a consistent brand voice across a team is important, Jasper may solve a problem that general-purpose AI tools don’t.
If you already have repeatable marketing processes and want to automate more of them, investigate Copy.ai.
And if SEO and search visibility drive a significant portion of your marketing, Writesonic may offer the specialized tools you need.
Most importantly, you probably don’t need all 5 AI Writing Tools.
Before you add another subscription, ask yourself a much simpler question:
What marketing problem am I trying to solve?
Your answer should determine which tool you choose.
5 AI Writing Tools Can Help, But They Can’t Fix Your Marketing Strategy
There’s a bigger issue that often gets lost in conversations about AI.
AI writing tools are very good at helping you create marketing. They aren’t a substitute for knowing what marketing you should create.
You still need to know who your ideal customers are. You need to understand the questions they’re asking and the problems they’re trying to solve. You need a clear position in the market and a reason for customers to choose you instead of a competitor.
Without those things, even the best AI can simply help you create mediocre marketing faster.
The real opportunity with these 5 AI Writing Tools isn’t replacing the people who understand your business and your customers. It’s giving those people a faster way to turn their knowledge into useful marketing.
Not sure whether you need a new AI tool or a better marketing strategy?
Schedule a Virtual Coffee appointment. We’ll talk about where your marketing is today, where you want it to go, and what needs to change to get you there.
I’ve known Jonathan Christian of We Make Stuff Happen for over 15 years, and he’s not only an incredible marketing professional but also a great friend. Jonathan and his team have been instrumental in helping Venture Pacific with our website, social media, SEO, marketing campaigns, grant applications, and awards. Their personalized, hands-on approach and genuine care for our success are second to none. Jonathan is truly driven to see his clients thrive, and I can’t thank him and his team enough for all they’ve done to elevate our brand and business. Highly recommend!
– Mark Van Ek – Venture Pacific Construction
We are proud to partner with:
Pull up a chair and have a virtual coffee with Jonathan!
Follow up on a current project, talk about a new digital marketing idea, or just get some good ole’ fashioned business advice.
BOOK A COFFEE 
