Copywriting is not easy. Going beyond simple writing, it’s about crafting an experience that leads to action through the creative use of facts, emotion, and logic.
As Eugene Schwartz, one of the best copywriters in history, once said “Copy is not written. Copy is assembled.”
Considering the amount of research, creativity and sensible wordsmithing that copywriting demands, we couldn’t agree more.
But what if a machine can do the assembling? Thanks to AI, creating a 150-character short-form ad or putting together a 50,000-word e-book may not require much more than just a few clicks.
With the introduction of the AI model GPT-3 (Generative Pre-trained Transformer 3) by OpenAI, copying humans' natural speech patterns (also known as natural language processing or NLP) is now possible. GPT-3 has gone over all the contents in the World Wide Web - a whopping 45 terabytes of text - and is now capable of adopting human speech patterns.
This evolution in copywriting AIs not only allows you to just start writing even when you have writer’s block, but could now help generate content that is almost indistinguishable from the work of human writers. Moreover, AIs are equipped with tools to make the whole process of publishing smarter and faster for your team.
Here are some ways to maximise the use of copywriting AIs.
1. Generate copy in multiple languages
Finding native-language writers in the different markets you’re writing for is both time-consuming and costly. Not to mention, it could be difficult to ascertain their level of proficiency. With AI, you can now localise content using the multiple languages feature. Writecream leads in this, with support for 75 languages.
Here’s a review from one of their users:
2. Hack SEO writing
Get SEO-optimised content by incorporating keywords into titles, sub-headings, features and benefits sections, and meta-descriptions in a matter of seconds using AI.
Almost all copywriting AIs offer this tool. To elevate your copy, Jasper in particular can be integrated into Surfer SEO, a content optimisation platform.
On the other hand, Outranking has a built-in SERP analysis feature that allows you to search for high-volume and related keywords, do competitive research, and even explore on-page / off-page statistics, and heatmaps. It also offers an outline builder that provides a scaffold for more organised and SEO-rich content generation.
3. Write for impact using proven marketing frameworks
Make your content richer using marketing frameworks that will grab the attention of your user and guide them towards your desired action. The Pain-Agitate-Solution (PAS) and Attention-Interest-Desire-Action (AIDA) frameworks are the two most common ones which can be found in most AIs.
Leading this category is the Marketing Copy AI which has unique frameworks such as Problem Promise Proof Proposal, QUEST, and Feature-Advantage-Benefits. We tried generating copy using several different frameworks for Salesforce and here are the results:
Problem Promise Proof Proposal
4. Match your audience’s tone of voice
Whether you’re going for a straightforward, functional piece of copy or aiming to raise a smile by injecting some humour or slang, AIs have your back.
A great example of this is Anyword with their Hard-Sell, Conversational, Confident, Playful, and 5th-Grade copywriting styles. Here are the variations it generated for the Primary Text of a Facebook Ad for for Salesforce:
5. Optimise your web and product copy with CMS integration
Write blog posts, generate product descriptions, and whip up CTAs directly on your website with the CMS integration capabilities of some AI tools. Here’s a list of tools along with their compatible CMS and 3rd-party integrations.
6. Choose the best copy with Predictive Performance Scoring
Predictive scoring is a feature limited to a few AI tools like Anyword and Writesonic. With this feature, you can instantly see how your copy variations will most likely rank before you even go live. It takes into consideration how it might resonate with your audience based on demographics data, adherence to the policies of your chosen channels, and the completeness of the content itself.
Completing the "80% Tool"
Copywriting AIs have gone through a massive amount of data so it can assist us in writing the way our audience thinks. No wonder it’s dubbed the “80% Tool”. The only things left for you to do are to pick the best variations, combine the best parts, add your perspective, and most importantly, test, test, test!
Nothing beats concrete quantitative and qualitative data when evaluating the work done by an AI, especially where it pertains to its ability to connect with your audience.
Are you ready to put it to the test?