Will Artificial Intelligence Change SEO Copywriting?

If you haven’t taken the AI natural-language dialogue engine ChatGPT for a spin, you definitely should.

It’s astounding how it can take a normal query and reply in a structured, easy-to-understand, and if you didn’t know any better, thoughtful way.

Friends and colleagues have been sending me links to ChatGPT, fearing that this will kill off my livelihood. As an SEO copywriter, at least on the surface, it can produce articles in minutes for cents while it takes me hours and hundreds of dollars of investment later.

With that scary thought in mind, should I learn how to code these machines instead of competing against them?

The written word by a scribe’s hand has been around for tens of thousands of years; we aren’t extinct just yet.

The Limitations of AI-written copy

The irony of logging into ChatGPT is the reCAPTCHA asking if you aren’t a robot. AI cannot access itself, it would seem.

I asked it “How do I optimise my content for Google?” - and it returned a pretty decent list of best-practice SEO techniques. Use H1, H2, etc. headings, use internal and external links, upload sitemaps, conduct keyword research. Couldn’t fault it there.

Then I asked it something more subjective - something that required real-world experience to answer.

“Who's the better Starfleet captain, Picard or Sisko?” If you don’t speak nerd, this is the eternal debate as to whether who is the better fictional starship commander - Jean-Luc Picard of the USS Enterprise-D or Captain Sisko of Deep Space Nine and the Defiant in the iconic Star Trek spinoffs.

Here’s where things got interesting; or from my perspective, quite boring.

Its opening line was this:

It's difficult to say definitively who the better Starfleet captain is between Jean-Luc Picard and Benjamin Sisko, as it ultimately comes down to personal preference.

That’s not what I asked, ChatGPT. I asked who is better.

It rattled off, in natural-language, how Picard was a level-headed, intellectually curious, and stoic diplomat; Sisko by contrast was an impulsive yet decisive warrior who let his emotions guide him more often than not.

That’s all fantastic; but AI will never ever give you a “straight” answer. So who’s better, HAL? I am unable to tell you that, Dave.

If it was attempting to persuade me one way or the other - the essence of sales - it was doing a pretty poor job.

Fortunately for us mere mortal copywriters, Google has seen the inherent flaw in AI copywriting and adjusted its PageRank algorithm, the fundamental programming behind its search engine, to accommodate.

Preempting the rise of AI - Google’s E-E-A-T

Prior to 2018, Google’s quality index rated pages in terms of Expertise, Authoritativeness, and Trustworthiness (E-A-T). If a page could demonstrate more of these attributes compared to others, it would rank higher in Search Engine Page Results (SERPs).

In August of 2018, Google added another metric to the ranking system: Experience. (E-E-A-T.)

Google is essentially asking if the writer behind the content has accumulated actual, real-world experience on their chosen topic. Have they actually made Gramma’s Sausage Gravy & Biscuits? Have they actually stood underneath and witnessed the grandeur of the Sistine Chapel? Have they binge watched Star Trek: The Next Generation or Deep Space Nine to truly evaluate whether Picard or Sisko is the better captain?

An AI could have high levels of Expertise (they have the entire internet at their disposal), and in turn Authoritativeness or Trustworthiness owing to prior social proof, high traffic, or user ratings on a particular site.

However, if this high E-A-T site begins churning content written by a machine lacking Experience, their ranking will be soon be diminished in comparison to a site that has a real human that has actually done all the things it’s writing about.

Expertise is also a subjective measure - just because I changed my oil on my car, does that make me a motor mechanic? Hardly. How do I stack up against Star Trek nerds who saw the first television run in 1966 and stuck with it ever since? At the end of the day, it’s for the reading public to decide.

Training and formal education can go a long way to establish credibility as a subject matter expert or influencer - but I can’t sit here and say that I learned everything there is to know about copywriting by attending university. That took independent research, trial and error, informal learning, and practice.

AI copywriting is cheap and fast, but never good

If you’re a business and you’re thinking that SEO copywriting “costs too much” we now have something that can do it for free. But should you use it?

Remember the triangle of value: good, cheap, and fast - you only ever get to pick two.

AI copywriting seems to pick “cheap and fast” each time, every time. That doesn’t bode well if you have high search engine ranking aspirations in the short-term or long-term. AI will always be one step behind human minds doing real and original research.

The Hungarian scholar and author Arthur Koestler once remarked, “true creativity often starts where language ends.” For AI, there is no end to language. It can only regurgitate or synthesise what we feed it.

For now, pioneers will always be flesh and blood; and machines will be playing second fiddle.

SPOILER (RED) ALERT

To me, Sisko is clearly the better captain.

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Why is Copywriting Marketing Important for Your Business?

Copywriting is to the eye what a salesperson is to the ear.

What does that mean?

That if you’re in business, you need to market your product or service in order to make sales and profit.

Copywriting marketing is the art and science of enticing, engaging, and persuading people to choose your product or service over all others. Copywriting, as I’ve mentioned before, is any piece of writing that is written for the sole purpose of encouraging someone to act – buy, inquire, sign up, etc. The catch all phrase describing this is a conversion – converting a passive on-looker to an actor.

Why is copywriting marketing so important for your business? Here’s why:

A Copywriter Establishes Brand and Consistency

Have you ever seen a shop with bright flashing lights and colourful signs only to be greeted by a drab, beige, and uninspiring interior? It’s jarring – because it’s inconsistent. A brand, as the great semanticist S.I. Hayakawa once said, is a symbol of reliability – that each can labelled “Coca Cola” for example will contain refreshing, sweet, bubbly cola. One example of the product is all examples of the product. If your message is inconsistent, wishy-washy, and devoid of intent, visitors will be turned off. People need to connect with your business, and that is your brand identity. Copywriters are integral to establishing that brand and consistency for your business.

Copywritten Content Is Good For SEO

It’s all about the SEO – Search Engine Optimisation. If no one can see your site when it comes up in search engine results pages, customers will pass you by. Producing engaging and informative content that search engines find worthy and persuades customers is difficult for someone who isn’t practiced. Copywriting marketing ensures you get the best shot at ranking higher for your business’ keywords and keyword phrases, so you gain more visitors and ultimately, more conversions.

Copywriting Maximises Your Market

Copywriters are unacknowledged psychologists – like all good authors – they need to understand your target market by stepping into their skin. Just like authors or scriptwriters flesh out ‘real’ characters with solid and identifiable motivations, copywriters speak to those “avatars” or segments of your market. They need to figure out what they need, what they want, what pain points you can solve, and what will drive them to your brand above all others. This might mean an expansion of your market – and finding niche or “blue ocean” or uncontested markets you may not have considered!

Copywriting is Strategic

One blog post in isolation is fine – but a comprehensive content strategy as part of your entire digital marketing helps your business grow. Ongoing storytelling with compelling content through multiple channels such as social media, blogs, video, and other interactive web elements increases rapport and builds community with your customers. Pre-emptive crisis communication can also help smooth out times when your business falls short of the mark. Copywriters are your friend to roll on the good times – but also ride out the bad.

Copywriting Allows You To Get On With Business

Not everyone is a copywriter – and it might take a couple of years before you can call yourself one, as I’ve said here – and that’s okay! I’m no accountant (I couldn’t think of anything worse to do, no offense to my accountant friends) so I get someone to help me with my books and tax because it’s not my core business. Outsourcing your copywriting marketing to an expert is an investment in your business’ sustained growth; so why not make the most of it?

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Want the advantage of great and engaging copywriting marketing for your business? Contact me!

How to Become a Copywriter

People often ask me how I became a copywriter in the first place. I half-jokingly say that I “printed up a bunch of business cards, put my name on them, then added ‘copywriter’ underneath.”

It’s a bit of an oversimplification, but that’s essentially how I began my business as a freelance copywriter.

There is no standard definition of “copywriter.” A technical copywriter may focus on documentation and processes, while a creative copywriter writes for marketing and advertising purposes. More on that in my blog about technical vs. creative copywriting here.

There exists copywriters who write exclusively for advertising; others that write direct response or sales letters; some are website copywriters, who may also be called “content writers” interchangeably.

If you are thinking about becoming a copywriter as a career, here are some things to consider.

How Do I Become A Copywriter With No Experience?

Unlike other jobs, copywriting is a profession with a low barrier of entry – copywriting is not regulated, nor is it self-regulated or gate-kept by a guild or union. Anyone with an internet connection and a laptop can set up a website or register for a job board such as Upwork or Fiverr and ply their trade.

Training as a copywriter isn’t standardised, nor is it essential. You can read books about copywriting and attempt to emulate the greats such as David Ogilvy or Dan Kennedy. If you have a good – and I mean being in the top ten to five percent of the population - command of English (or your home language) you can “make it” as a copywriter.

Basic Copywriting Skills

The main suite of skills you’ll need to be a copywriter are:

• Written communication

• Creativity or lateral thinking

• Problem solving

• Oral communication

• Time management

• Editing

• Business management - if you are going freelance

Studying some type of business finance or management is essential. I recommend the Finance Academy course Managing Business Finance by Chinmay Ananda to get you up to speed.

The Academic Route

In Australia, if you absolutely love learning in an academic setting (and I did), you could study a Bachelor of Arts concentrating in English or Media and Communication. A Bachelor of Business or a Bachelor of Commerce in Marketing may also include units on copywriting.

However, if you find you need to hone your skills without spending thousands of dollars (and hours) at university, I personally recommend you study a Certificate IV in Professional Writing and Editing. This teaches you the fundamentals of written English communication in a work context.

How Do I Start Out As A Copywriter?

If you have your heart set on copywriting as a career, try to apply for as much work experience as you can at your high school or TAFE. Try to get work experience at as many types of agencies or houses as possible – advertising agencies, marketing firms, content writing houses, communications, or PR agencies – so you get a feel for what type of copywriting and editing you are strong at; and what needs work.

In this work context, you should also be able to work to tight deadlines and confusing, sometimes contradictory briefs. You’ll also learn not to take criticism personally and learn from your mistakes. Letting go of attachment to your work is also a must; in the content writing world especially, you are giving voice to someone else!

While talent and experience are essential, or even just the willingness to learn, having the right tools can make your journey much smoother. You do not need an elaborate setup to get started; a reliable laptop, a comfortable home office space, and a stable internet connection will often cover the basics. As your career grows, you can invest in software for project management, grammar checking, and collaboration, but in the beginning, a simple, organised workspace is often all you need to start producing great work.

The Advertising Advertising Paradox

As mentioned before, the barrier to entry for a copywriter is low. You ideally need a website to show off your portfolio and act as a lead magnet. If you don’t have a portfolio, approach friends and family and offer to refresh their resumes or websites for them.

However, you need to write ads that not only advertise your proficiency as a copywriter, but act as a “free sample” of your work for other businesses. If it can convince them, chances are you can convince their audience their product or service is worth buying too.

DO. NOT. WORK. FOR. FREE.

Because you are just starting out, you will be tempted by offers from start-ups or ne’er-do-wells asking you to work for “exposure.”

Ignore these people. They are choosing beggars at the very least.

Working for free is not only illegal in Australia, but it also makes it worse for everyone else in the industry.

The number of emails I get saying “I’ll get my cousin/friend/best mate’s brother’s wife to do it for free” would make the average person blush. I simply tell them – if they’re so good, why are you bothering me?

A 400-word blog post may take me 20 minutes to write. However, just like the mechanic who knows exactly where to strike his tiny hammer to fix a car in five seconds – you’re not paying for my time, you’re paying for my expertise.

Even if you hit up family and friends for work, set a price. A junior, fresh out of uni/TAFE/beginner should be able to earn $25-30/hr if they can demonstrate a good level of professionalism and proficiency.

As I always say, be “uneditable” - the less work you make for editors, the more you jobs you’re picked for.

With all that in mind, will you make copywriting your career?

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Want to know more? Want a professional to write your copy and content? Get award-winning copywriting from I Sell Words.

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No Is The New Yes

How afraid are you of the word No?

Nein. Non. Iie. Nyet. No. (That last one was Spanish and Italian, that one.)

Is your blood running cold? Are you breaking out into a sweat?

As business owners, we don't like the word No. No signals the end of a conversation.

However, as a writer and a grammarian (is that a thing? It is now) the definition of a word isn't the end of an argument, it's the beginning of one.

No, we ain’t gonna take it, the battle cry of the hair metaller can be applied to subjugated populations. No - we don't deserve this treatment. We want to be free.

In a rhetorical sense, not saying yes is a powerful persuasion tool. We might construe it for wit - "How about grabbing that drink with me?"

"Well, I wouldn't say no."

Hey, hang on a sec...

The Cult of Yes

Almost every time you approach someone in sales, you get a guy or gal trying to get you to agree with everything they say.

Imagine this - buying a car. The salesperson strides up to you and bumps the bonnet with an open palm. "She's a beaut, ain't she?"

Well, we don't want to sound rude. We agree. Enough "yes" responses and the prospect is ripe for closing.

But are they?

Presenting a ring to a woman on bended knee and waiting for her "yes" is light years apart from asking the same woman if they enjoy chocolate ice-cream. They exist on two different logical levels; even if we can't articulate it fully. Human communication is context dependent. One size rarely, if ever, fits all.

In business, the Cult of Yes began in 1981, when Harvard Negotiation Project fellows Roger Fisher and William Ury published Getting To YES: Negotiating an agreement without giving in. I own this book. I studied it. Didn't get as many "yes-es" as I'd hoped.

In fact, it reinforced my death-like fear of the word "No." My father stands at about 6'4' (and a half, gotta remember that half) and if he was in a foul mood, I'd loathe asking him for anything as a kid. He was a negotiator by trade. Sometimes I think he just wanted to tell me "no" after acquiescing to "yes" all day. I'd rather beg for forgiveness than ask for permission at that point. Just so I didn’t hear the “no.”

Enter former FBI Hostage Negotiator Chris Voss and Never Split The Difference, who emphasises getting to "no" as a way of life. The first thing you should hear is "no." Hearing "no" is fine. It's an obstacle, sure. But as the Stoics say, the obstacle is the way.

"No" isn't the end of the negotiation - at least not always. In the same way that "yes" isn't a commitment to anything.

We need to stop being afraid of the word "no."

It's a compliment to everything affirmative in our vocabulary - not the enemy.

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Working from home? The freelancer’s guide to staying sane and being productive

Today marks my 1542nd day of self-isolation. I’m not sick or anything. Unless you count full-time freelancing as an illness of the mind.

As much as I love freelancing, it isn’t for everyone. I’m a natural born introvert (and some say, misanthrope) and am most energised when I’m writing instead of talking.

Others are the opposite. I get that too.

So here are some ways to stay sane and be productive at the same time – both of which go hand in hand.

“This is my fifteenth cup of coffee and I’m still not done reorganising my folders.”

1.       Be at your desk when you’re meant to

This one is a crucial one. It establishes a routine which you can follow. If you usually start work at 9am, be at your desk at 9am. Even if it is just a shuffle from your bedroom to your new ersatz office setup. Which it should be: don’t work in pyjamas from your bedroom.

If you work from a desk, set up a desk, even if it’s at your kitchen table. Ensure a continuity of your habits at your home. If you sit in a beanbag at work…why?

2.       You’re still on company time – remember that

The urge to watch YouTube and play video games on your computer with 1440p screen and GTX 1070 graphics card can overwhelm you at times; but that’s not why you’re at your desk. A quick round of Battlefield 1 or side quest of Kingdom Come: Deliverance may not hurt anyone, but you’re being paid to sit there. Honour the commitment. Play games during your lunch break, or better yet, after knockoff time.

Don’t disappear from your desk for long stretches without explanation. You wouldn’t do it at work, so don’t do it here.

3.       Lonely? Use talking heads in the background

Hungarian-American author and psychologist Mihaly Csikszentmihalyi said that every human being can enter a state of “flow” or effortless connectedness to their work, brought on by setting goals and devoting oneself to a challenge. You’ve felt it before when you felt “in the zone” or “switched on.” This means your brain is allocating mental resources to the task above all others.

However, as our brains want to do, ruminate. Some of us feel anxiety when we are isolated. (I’m not one of them. Then again, I’m weird.)

In order to regulate your mental resources and flow state, it’s helpful to have familiar noise in the background such as human voices. They aren’t substitute for the real thing when you’re concentrated on it but will suffice when you’re in a “flow” state. No, I don’t recommend the news at the moment.

I recommend death metal at ear-splitting volume, but that’s just me.

4.       Stop eating everything

Seriously, stop that. Don’t order in. Make your own stuff. It’s not only better for you, it’s cheaper. My coffee bill is about $15 per month, because I make my own using a drip filter. Most office working people hit that in about two days.

Go for walks in the afternoon, too. Keep up your gym routine – this is just as important for your mental health as much as it is your physical health.

5.      Do your job and do it right

The temptation to do your job half-assed unsupervised is tremendous; but character is what you are in the dark and who you are behind a screen when no-one (you know of) is looking.

Sir Henry Royce said “whatever is rightly done, however humble, is noble.”

I also say that adulthood is the feeling when, as a kid, you clean your room from top to bottom and your parents (who usually bug you about it) don’t even notice. You do what must be done because it must be done. The mature person does not lust after praise.

In these trying times, hard work, honesty, and helping others are the three elements that will ensure we bring out the best in ourselves and each other.

Let’s get to work.

Everybody's Doing It, Why Not You?

If you've stepped outside since October, it's beginning to feel a lot like Christmas.

What that actually means to you is as various as people in general. It could mean dragging plastic trees around the house; spending up big and forgetting it until your statement arrives; or you could be of a faith that only observes this bizarre ritual at a distance.

The language of Christmas - and likewise the language of anti-consumerist sentiments in opposition to it - are quite similar. They both try to persuade people into adopting a tradition that only dates back a couple of generations. Christmas as the gift-swapping, Turkey-engorged ritual we observe every 25th of December is as "made up" as Halloween; though detractors of the former will happily embrace the latter.

Many "traditions" are what we'd refer to today as "viral marketing campaigns"; the DeBeers diamond cartel insisting men save up at least 'three months salary' to buy their fiance an engagement ring with a diamond encrusted on top. That was dreamed up by the N.W. Ayer ad agency in the 1900s, to prop up what was once an abundant and intrinsically worthless gemstone.

We as humans (seem to) need ritual, repetition. It feels safe, and it feels predictable. If we arrived home after work each night and our keys worked one time in ten, we'd feel pretty out of sorts. Marketing and advertising around Christmas often depicts the familiar and cozy - even though a snow-driven Christmas is largely a product of the American imagination. Our drink containers, wrapping paper - even Christmas crackers - all show us images of Snowmen, candy canes, and hot cups of cocoa. All this in the middle of blazing summer, on a continent far removed from the frosted-over driveways of Europe or the United States.

Even as absurd as it sounds, this holiday has near universal support. Is that a good thing? Like most decisions we make in life, that's up to us and us alone. It's a weird one, when you think about it!

Here's my pitch and sizzle reel

Well, not quite. But the great friends at Bizividz recorded a great promo video for my upcoming seminar on Monday, 9 May at Sandringham Yacht Club. Click here to register!

To talk copywriting (accounting...website development and everything else) you're always welcome to come along to one of Bayside Business Network's networking nights at the beautiful Royal Melbourne Golf Club in Sandringham. It's on Wednesday, the 4th of May. Click here for more information!

A Word Sparking Star Wars and Real Wars

Star Wars: The Force Awakens drowned us this summer, with merchandising ranging from mascara to oranges on store shelves. Once I saw the new film, I wanted to see the original theatrical versions, undiluted by George Lucas’ meddling. Lucasfilm insists they no longer exist. Of course, legions of fans took it upon themselves to reconstruct the films using a variety of sources. The most controversial change in the first film takes place in the Mos Eisley cantina scene. (spoiler alert – but really, you should’ve seen Star Wars by now!) Green gilled and bug-eyed Greedo corners smuggler Han Solo. Han’s a marked man and Greedo’s itching to collect. In the original version, (after stalling and Han drawing his blaster) Han shoots Greedo “in cold blood.” Here’s what the shooting script says:

“Suddenly the slimy alien disappears in a blinding flash of light.  Han pulls his smoking gun from beneath the table as the other patrons look on in bemused amazement.”

Later revisions show Greedo shooting first, then Han and Greedo shooting at the same time. “So what?” you might think. This visually insignificant change is one that contains multitudes.

It’s supposed to inform viewers that Solo isn’t so trustworthy. Ben and Luke have put in their lot with this low-life braggart. We’re supposed to feel uneasy about this hasty alliance. It changes the tenor of the film. Han could have sold Ben and Luke if captured by the Imperials, left them for dead at any time, etc.

Another far more tragic example of subtle changes having long reaching effects was during the last gasp of World War II. Japan, threatened by invasion from the United States and fast running out of resources, was determined to fight until the last man. The “Big Three” (United Kingdom, Soviet Union and the US) issued an ultimatum for surrender to the Japanese. The Japanese responded in the negative, but suffered from mistranslation. A word – mokusatsu – has two meanings in Japanese. The first being “ignore” and the other, “refrain from comment.” It was the difference between “let us think about it” and “We refuse!” If the message was translated as “no comment,” the Japanese and US may have arrived at a surrender deal, preventing the twin atomic horrors of Hiroshima and Nagasaki. This misinterpretation struck consequences far beyond the imaginations of its writers and readers.

It’s a chilling lesson for clarity and precision in communication. We may think that subtle differences make no difference, although we're proven wrong time and time again. If you believe that words are your ally, do – keep in mind words might turn on you without provocation. Remember always: "Expect to misunderstand and expect to be misunderstood."

Meditations of a Copywriter

Ever since high school, I've turned to the Meditations of Marcus Aurelius. Marcus Aurelius lived almost 2,000 years ago. He was a great Emperor, general and statesman of the Roman Empire.

Whether at governing home or locked in the horns of battle, he wrote little reminders to himself based on the stoic philosophy.

So profound were these aphorisms they were bound up into twelve books known as the Meditations. I recently "upgraded" my dog-eared floppy of the Meditations for a hardbound book.

It's been the companion of many high-flyers since their wider publication centuries ago. I too have some meditations on copywriting i've inked over the past year and a bit, and I'd like to post them here for my own and others' reference.

Meditations of a Copywriter

1. This isn't God's work. You're not a "word wizard," a "verb herder," or anything remotely like it. You're a copywriter and you seek to improve your craft every day. There is no end to your apprenticeship. Total mastery is sailing on a ship of fools.

2. Passion sells. I find myself enlivened talking about my work unlike ever before. I talk for hours about it with clients and colleagues. This is your advantage. Use it.

3. If you can't help, add or improve, walk away. Some people turn to me for advice and new words when they don't need them. It is not my place to sell people words they don't need.

4. Cut always. There's rarely a good piece of work that could be great with a few choice edits. Edit always; cruelly and judiciously.

5. Best is the enemy of truly good. If you find you could've phrased something better or wittier months after the fact, let it be. If you didn't slouch about with the time allowed and did the best you could do, take comfort.

6. Let things settle. Words don't improve with age, but an editor's eye does. Take the time to embrace the process. Draft, draft again and finish the journey.

7. Improve yourself when distracted. Sometimes the mental tank will empty. That's fine. Don't read rehashed listicles, faff about on twitter or endlessly scroll Tumblr. If you need a distraction, read or do something of substance.

8. Rhetoric is eternal. Rhetoric and persuasion has been around since the time of Marcus Aurelius himself, even before. Don't be fooled by newfangled "silver bullets," and "super sales words," because they aren't. You and your clients will be left wanting.

9. Miracles don't happen behind a desk. Get out of the house and expand your route. You'll be surprised at what you can find. The world will enrich you in one way or another.

10. Simplicity is key. No one cares if you rattle off $10 words in $100 lots. People aren't impressed. People are impressed when you flip the mundane into something profound.

11. Look at the bright side. You're doing what you love, every day. When things get tough, push harder. Persistence will pay.

Do you have meditations? What are they?