Skip to main content
DTP

Copywriting

AI creates output, we create impact

These days, almost every text involves AI in some way. Artificial intelligence is incredibly fast at generating ideas, outlines, and text versions. However, depending on the type of text and its purpose, it’s crucial for human text professionals to review, correct, embellish and add the finishing touches. Otherwise, your texts risk remaining generic, AI-sounding or even inaccurate. If you want to work efficiently while still making sure your content truly resonates with your audience, get in touch with us!

We are your partner – for every writing project

Write more intelligently: with AI as a partner, not a replacement

For more than 20 years, we have been creating compelling texts for our clients – for publication both on paper and online. From catchy slogans and technical brochures to crafting text for entire websites. If you want to bringt humans and machines together, we’re the right partner for you. Let’s discuss the possibilities, whatever the size your copywriting project.

What exactly happens during copywriting? Doesn’t everyone use AI for writing these days?

With skill (and a little luck), it’s love at first line. You want to capture your audience’s attention immediately – whether you’re producing light reading or demanding specialist content. You want strong copy for all your communication channels, but no one in-house has the time, energy or inspiration to get started? Completely understandable. That’s where professional writers come in – for creative advertising copy, punchy headlines, informative brochures, compelling success stories or high-impact web content.

Our experts work closely with you to ensure your publication sounds exactly right for your brand: subtle or bold, factual or promotional, serious or playful – in any language! We tailor everything to your needs.

But doesn’t everyone use AI for writing nowadays anyway? Many do, and often that’s perfectly fine. Tools such as ChatGPT or Perplexity can be helpful, especially for shorter formats such as social media posts. But even the best bots can’t operate entirely without human input. For lasting and printed publications, or whenever binding or sensitive information is involved, a human touch is essential. Below, you can read more about how humans and machines work together.

How do you write the best texts using AI?

It’s simple: by keeping a human in the loop. Tools such as ChatGPT or Perplexity provide speed, inspiration and, above all, countless variations in seconds. They take away the fear of the blank page and boost productivity. However, texts generated solely by AI texts often remain generic and lack a clear voice. They may contain errors, outdated information or fail to reflect your corporate language. The use of inclusive language is a good example: without precise prompts or human editing, AI almost always falls short and defaults to non-inclusive language.

So, does it make sense to combine humans and machines to achieve the best outcomes? Absolutely! When the two work closely together, the result is an efficient process that delivers brilliant texts in no time. We are already working with several companies in exactly this way.

What does the process look like when AI tools and top-notch copywriters collaborate to create content? For example:

This is what AI does best:

  • Prompts: the system is trained and responds to human prompts
  • Brainstorming: initial ideas and structural outlines
  • Research: keyword gathering and information searches
  • Drafts: raw text, style variations, summaries, alternative phrasings
  • Optimisation: readability checks, SEO/GEO suggestions, shortening and rewording

This is what humans do best:

  • Training: create precise prompts, train the system to use corporate language (where possible)
  • Relevance: decide which content fits the brand, audience and strategy?
  • Corporate language: apply brand image, writing rules, terminology and tone of voice
  • Responsibilities: verifiy sources, legal compliance, data protection and sensitive topics
  • Quality control: refine the text so that it doesn’t sound machine-made

We’re happy to help you find the best solution. The fact is: these days, virtually everyone uses AI in some way when creating content. Whether that makes texts more generic or dull is something we can influence together. We have already delivered major copywriting projects for our clients, combining human and artificial intelligence. AI brings speed and quick variations, while our professionals provide originality, precision – and a touch of charm that never sounds like a bot.

What kinds of texts do we create for you?

All of them, actually, with or without AI. Simply ask us for details. Your readers appreciate content that’s well-written, engaging and informative. The exact style and tone depend on your audience and the impact you want to make. Depending on your needs, we’ll select the best specialist for you. You’ll benefit from the expertise of our experienced copywriters, who specialise in many languages, subject areas and text types. Here’s a small selection of the text types we offer. Is yours on the list?

Another question many clients ask us is: Which types of text work best with AI?
Generally, the more short-lived and informal the content, the greater the benefit of using AI. The same applies when it comes to brainstorming and inspiration.

For example: Hey, ChatGPT, our company manufactures sports equipment, and our main audience consists of young, athletic people. Do you have any ideas for newsletter topics and social media posts? Or: Hey, Perplexity, could you write a social media post for me on the topic of “The best indoor ski centres in the world”? For LinkedIn, please use tone xy, for Facebook, use tone yz.

The social media manager should then review the text: Are the facts correct? Does this adjective really fit our image? Does the structure with all those emojis look a bit too much like AI? If everything is fine, the text is usually good to go.

In the case of a blog article or SEO- or GEO-relevant web content, AI may handle the research, pre-structuring and sometimes the first draft – but the final text is more likely to be written by the copywriter. Even more human involvement is needed for specialist articles, marketing brochures and annual reports. Here, AI is only used as inspiration or support. The texts should be thoroughly checked in terms of technical, linguistic and legal content. The same applies to claims and slogans: sure, ChatGPT can come up with great ideas and offer 20 variations in a matter of seconds. That’s brilliant! Nevertheless, human decision-makers must sit down afterwards and carefully examine: what suits us, what sounds natural, what is the competition already using, what can be translated well, etc.?

  • Advertising brochures
  • Medical brochures
  • Educational brochures
  • Financial information
  • Product descriptions
  • Manuals
  • Newsletters
  • Success stories
  • PR communication
  • Journalistic articles
  • Interviews
  • Mailing campaigns
  • Headlines and slogans
  • Web texts and entire websites
  • Advertisements
  • Social media texts

Expertise

Do you have content for us to create? Let’s get started!

Do you have small or large copywriting projects and are wondering what the options are? For example, how to best integrate AI?
Our Project Management Team, led by Céline Rodriguez Barbur, will be happy to assist you. We look forward to hearing from you and supporting you in a creative way.

beratung@diction.ch
+41 81 750 53 33

Copywriting

How do I brief the copywriter?

A good briefing is an essential part of the copywriting process. During the briefing, we make sure we fully understand what you want before we start working on the text. We usually send an email with key information before the copywriter calls you to discuss the finer details. If there is a specific product we need to see in person, or if we get to interview you or your employees for a success story, it’s possible to arrange a personal meeting at your premises or ours, if you wish. We will also discuss if and how AI should be involved in the process. Ideally you will provide us with the following information:

Text type and length

Product brochure or PR text? Newsletter or financial information? A whole website or just one page? Let us know what you need.

Target group

Experts or the general public? Children or adults? When we know who your text is aimed at, we can tailor the language to them.

Message

Is your goal to sell or to inform? Should the text be exciting or emotional? The type of language we use depends on the purpose of the text.

Style and AI

Are puns, foreign words and technical terms welcome or a no-go? Should the text be tongue-in-cheek, use flowery prose, or be clever and subtle? Will AI be integrated?