I recently spoke with an SEO expert who swore that search engines are biased against AI-written websites (websites that have not one word written by a human). He said AI-written websites are something search engines are discounting for (marking you down) because of the possibility of the sites being fake or holder sites. I can’t speak to the truth behind this but if you do still want to write some of your own copy, here are three copywriting tips you can implement today that AI isn’t using.
3 Copywriting Tips AI Isn’t Using
AI is masterful at sentence construction and grammar, but can it convince your audience to buy from you? Not like these three copywriting tactics can.
1. Think about how your audience speaks
When writing copy, you want to match your language use to how your target audience speaks and how they would search for you. For instance, are there slang references for your business or product that they would use? Incorporate that in your headings and blog posts. When reading (or skimming) the content of your site, you want them to think—they are just like me.
2. Use a conversational tone
Building on the suggestion above, think about writing the way your audience would speak about your product or service. For instance, instead of writing
We have many delicious options in our bakery including cookies, cakes, and pies.
That’s a lot of words that don’t do anything. People just want to know what you have at your bakery. So, make it punchy and don’t think about your elementary school teacher reading it.
Cakes, cookies, and pies worth blowing your diet over.
This works because it places what your audience may be wondering—what do they sell?—at the beginning and ends with an endorsement.
Advanced Copywriting Technique: read aloud the three baked goods mentioned in that sentence. Now mix up the order. See how the alliteration of the two c sounds (cakes and cookies) flows better than cakes, pies, and cookies? Also, the one, two, one syllable rhythm offers a nice variation. Rhythm is important because it allows a reader (since most of us hear the words in our head as we read them) to move effortlessly across the text. When that flow is missing, it’s like hitting a road bump. It slows the reader down and they lose interest, if only subconsciously.
3. Address what’s in it for them
If you do nothing else on your website, follow this one tip. Write from the point of what’s in it for your target audience—as they would perceive it, not what you think is the reason they should care.
What do you read in your reviews? What do customers tell you? When someone raves about you, what are they saying? Use that language to derive what they see as the benefit to what you’re selling.
Get creative. Don’t just write what you do. That’s not the true benefit. Instead, ask how does what you do make them feel better?
If you clean carpets, for instance, and your company has a sense of humor that your audience enjoys, you might write:
Carpets so clean your mother-in-law will have to find something else to complain about
It’s memorable, it’s identifiable, and it will resonate with your target market when they think, yeah, I’m tired of her judging me. I’m going to call this company. I need this.
AI is amazing for gathering your thoughts, outlining, and writing simple pieces. It’s also a great place to start for blogs and website content. However, AI is not yet capable of understanding the subtle nuances and creative approaches that will get your audience talking about you. Until the machines take over, business needs good copywriting, and these tips will help get you there.
Christina Metcalf is a writer/ghostwriter who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She loves road trips, hates exclamation points, and is always trying to think of a better word.
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Twitter: @christinagsmith
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