Jim Connolly Marketing

AI created content: Big changes ahead

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AI created content, ChatGPT

People have been asking me lots of questions lately about AI. Specifically, regarding AI created content. And rightly so. Everything is going to change. Those asking me can be split into two groups.

  1. Business owners wanting to switch from paying content writers, to using AI.
  2. Content writers, who are worried that AI created content will wipe their business out.

Here are some thoughts, observations and ideas for those in either of the above groups.

Switching to AI created content?

It was 2016 when I first wrote about AI as a content creation tool, in a post called Don’t let the robots kick your ass. I’ve followed AI content developments very closely ever since. And yes, things really have improved.

However, for a business owner thinking of replacing their content writers with AI, you’ll have some small issues to contend with. That’s because it’s not currently a like-for-like swap.

In my opinion, AI content isn’t good enough to use without some editing. Here’s a piece I created in around 10 seconds using ChatGPT, with no edits, so you can see for yourself. I simply asked the software to write an article for me about the limitations of AI writing. Here’s what it produced, including the article’s title: Limitations of AI in Writing: Context, Tone, and Nuance.

Whilst the spelling and grammar are fine, the content doesn’t flow naturally as you read it. This is a common problem and means the business owner needs to know what to edit and how to edit it, so that it reads correctly and is ready to publish.

Editing takes time, if you’re not used to doing it. And quality is an issue, because the quality of the content you end up with, will be determined by your editing skills… not AI. Yes, the quality of AI content will improve to the point where little, if any editing is required. But in the short-term, it’s not quite there.

AI and content writers

Content writers who operate at the higher end of the market have nothing to fear from AI content. You’re a proven writer. You can connect with readers, engage with them and deliver the results your clients need. You’ll be absolutely fine for a very, very long time.

High quality, human crafted content, which engages the reader, with things like nuance, irony, passion and compassion, will always have a market.

The challenge, I believe, will be for content writers who serve the middle of the market.

Why?

I’ve been testing the research version of ChatGPT for some time and right now, it can create a piece of content on any subject, thousands of words long, in seconds. Scan it with a plagiarism checker and it will pass as unique. Note, in the example I gave earlier, I just pasted the text from the software, formatted it and added an image. An experienced writer will be able to edit it and turn it into an average quality piece in under 30 minutes.

That’s exactly what a lot of content-based service providers have been doing for years. They’re able to charge a low fee and earn massively more than those charging 5 times as much, because they’re producing 20 times as much content.

Soon, AI will create content that’s already as good as the average piece that’s human created. Some in my profession say it’s already possible. Either way, it won’t need human editing. It will be ready to go. And the software is already extremely simple to use, so there’s nothing to stop those with average budgets from bypassing content writers, and doing it themselves.

I think that’s the point were the ‘real’ disruption will happen.

Some thoughts

Not much is likely to change in the very near future. Though with Microsoft and Google / Alphabet now investing billions in the battle for AI supremacy, and advertising their offerings everywhere, this will change. I think a wider, general awareness of AI content will see a surge in content service providers using it, which will force fees down. It should also result in more people switching from hiring content creators, to doing it themselves with AI. As I said earlier, it’s already very easy to use.

Content providers who charge industry average fees, to clients who’ll pay industry average rates, always find it hardest to thrive. And it’s about to get even harder. Because those who currently hire them will be able to create their own content, and create as much of it as they wish, for pennies or free. Those who sell content services into the middle will need to switch to a new content service model, which is built to thrive in the age of AI. More of the same isn’t a viable option.

As with every disruptive technology, there will be winners.

Maybe a useful way forward, is to ask yourself what a winning model for your business will look like, now AI content creation is going mainline. Consider how you might put the amazing power of AI to work for you, rather than have it work against you. There’s no reason for you not to prosper mightily from the disruption.

What they want, not what you want

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Marketing focus

Which of these approaches do you find the most compelling?

  1. I wrote this blog post, now I want you to read it.
  2. There’s an idea I believe your business will benefit from, so I wrote this post for you.

And which of these 2 do you prefer?

  1. I recorded a business podcast, now I want you to subscribe to it.
  2. Business owners have some pressing challenges, so I created a podcast to help you.

Your marketplace is far more attracted to the second approach in those examples.

Despite this, almost every small business marketing message is based on the first approach. They market from a self-focused mindset, rather than concentrating on the needs (or wants) of their marketplace. And it loses them sales and client enquiries, all day every day.

Smarter marketing

Your marketing needs to be smarter than that, if you want people to hire you or buy from you.

Remember: Every business exists in order to solve problems. Your prospective clients or customers don’t care about what you want. They care about answers to their problems.

What next?

Spend some time reviewing your marketing. Shift the emphasis of any self-focused material, from what you want to what they want. Show them how passionate you are about helping them. Show them you care. And make solving their problems the cornerstone of your marketing messages.

Attract more clients with The Fine Print

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the fine print, marketing, the small print

I have something a bit different for you today. It’s a marketing tactic that helps influence people to buy from you or hire you, by destroying preconceptions about the fine print we often find in marketing messages.

Here’s what we all know about the fine print, before we even read it. It’s going to be some kind of disclaimer, informing us that the product or service they just told us about, isn’t as good as they made it sound.

This got me thinking.

What if my clients were to do something amazing and flip the fine print, so that it was a marketing asset for them?

I developed the idea in full. Then, I tested it and measured the results. Finally, I rolled the tactic out to my clients.

Here’s what happened.

Flipping the fine print

My idea was to create a big and positive impact on their cautious prospective clients [or customers]. The kind of prospects that read the fine print. Those who made bad purchasing decisions in the past, or who just like to be thorough.

Anyhow, what I did was to add fine print to my client’s marketing material. But instead of it containing a disclaimer, it gave their prospective clients an additional, motivating reason to make the purchase.

Think about that for a moment: The prospect is braced for a disclaimer, but they find a powerful benefit of my clients product or service, instead. That’s marketing dynamite!

  • It shattered negative preconceptions that their prospective clients might have had.
  • It was memorable for all the right reasons, with prospects often mentioning that they spotted it and it made them feel more reassured.
  • It built trust in my client’s services or products.

And this all combines and compounds, to make the buying decision that much easier.

Hold that thought.

Your prospective clients

Now, let’s think about your prospective clients.

How do you think they would feel about your services, if you added fine print to your marketing, which contained the same kind of preconception-shattering, motivating benefit?

Could it have a similar, positive impact on how your prospects feel about hiring you or buying from you?

Based on years of seeing it work in my client’s marketing, if you do it correctly, I believe it absolutely could.

Your sales figures. Going up!

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elevator pitch

Did you know that you can increase your sales in multiple ways, by using a great elevator pitch? Well, you can. It will work for you online and face-to-face. It will open doors for you and help you get noticed. It will help you be remembered by prospective clients or customers, too.

Here’s how you and your business can benefit mightily from this powerful, often misunderstood marketing tool.

It’s not actually a pitch

There are lots of variations, but a common definition of an elevator pitch will go something like this.

A sales pitch that can be delivered in a short period of time [the time it takes to ride an elevator].

That is incorrect. It’s a narrow, literal interpretation of what an elevator pitch is. You are never going to sell anything of value to a stranger in 20-30 seconds. What you absolutely can do, is give a compelling introduction to someone, which will motivate them to want to know more.

In other words, an elevator pitch is a pre-pitch. It’s a short, well-crafted message that inspires the person(s) listening to become interested. Interested enough to give you more time, where you can actually pitch your service or products.

Why you need an elevator pitch

Here are the core business benefits of having a short, well-crafted sales message.

You’ll create a great first impression, fast

When you connect with a prospective client for the first time, you need to be able to make a positive impact quickly. This is true whether it’s face-to-face or online. A motivating elevator pitch will allow you to do exactly that. People are busy and your pitch will ensure they hear what they need to know, with clarity and without delay.

Preparation

It takes time to develop a great elevator pitch. By the time you have it down, you’ll know it by heart. And because it’s a short message, it’s also an easy message to remember. That means it will stick. It also means that whenever you’re in a situation, where someone asks you about your business, you’ll have the perfect answer to hand.

And that’s not all. The feeling of being prepared and knowing you have a powerful message to share, boosts your confidence. And that confidence is then transmitted to whoever is listening, which makes your message vastly more compelling.

How to write your elevator pitch

I strongly recommend you don’t write one from scratch by yourself. Instead, find a free one from a credible source online and refine it, so that it’s directly relevant to you, your services or products. There are hundreds of free examples and templates for you to choose from via your search engine of choice.

Why refine an expertly written elevator pitch, rather than write your own? The toughest form of written marketing is what’s known as writing short. Even professional copywriters struggle with writing short. That’s because you have very few words and every one of them needs to count. You’re trying to motivate, educate and leave a powerful first impression, within those tight confines.

If at all possible, find an industry-specific example to refine. That’s because a different approach is required for every industry. Here’s what I mean. The pitch used by a family law firm will need to be different from that of an oven-cleaning franchise. The pitch used by that oven-cleaning franchise will need to be different from that of a private school.

It’s reasonably easy to create an effective elevator pitch and the benefits massively outweigh the time it will take you. Start with a good quality example or template to work from and you’ll be good to go in no time.

How to create marketing that works

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Marketing that sells

I have a very effective marketing idea to share with you today. I’m going to show you how to create marketing, which people will value and that’s powerful enough to inspire them to hire you or buy from you. It’s based on the work I do with some of my clients and includes a brief case study, which you can learn from.

So, let’s get started.

Receiving attention or paying attention?

It starts with understanding that there’s a huge difference between someone receiving your message and someone paying attention to it.

For example, TV viewers are sent targeted marketing messages (commercials) during TV shows. What do most of us do? We fast forward through them or if watching the show in real-time, we go and make a coffee. Just because they send their messages, doesn’t mean we are paying attention.

For your marketing to work, you need to get a great message in front of the right people. In order to get this correct, here’s the key question we need to ask ourselves:

If I stopped my email marketing campaign or I stopped publishing my blog posts, newsletter etc, would people really MISS them?

As a quick look at the marketing you receive every day confirms, for most people the honest answer to that question is NO! We get bombarded with dull, uninspiring sales messages all day and see them as an intrusion, rather than something of value.

Of course, for that tiny minority of small businesses who DO produce marketing, which people genuinely value and would miss if it were to stop, the sky is the limit.

I’m going to share the process required to make this work for your business later in this post.

First, we need to understand why there’s so much dull and ineffective marketing out there.

Dull is cheap. Dull is fast. Dull is easy!

It’s cheap, fast and easy to create a dull marketing message and push it to a lot of people. As a result, there’s no barrier to entry today.

Things were very different 15 years ago. Back then, if a small business owner wanted to send a mail shot to 50,000 people, she’d have to spend some serious money.

  • She’d have to cover the cost of the mailing list.
  • Then she would need to pay for all that paper and the printing.
  • Next she would need to pay a company to get the letters folded and inserted into the 50,000 envelopes.
  • Then there’s the huge postage costs for those 50,000 pieces of mail.

All in all, it would cost many thousands. She would need to think long and hard about the value of what she put into those envelopes. Get it wrong and she would pay a hefty price.

Today, everything has changed

That same business owner today, can hit 50,000 people using cheap email software and her laptop. It costs just a little of her time. If it fails, maybe tomorrow’s one will work.

In short, it’s never been cheaper or easier to push dull, uninspired, poorly thought out, selfish marketing out the door.

So, that’s exactly what millions of people are doing. This is why there’s so much junk in your email inbox and on your social networking accounts.

How to get it right

There is an alternative approach I want to share with you, so people welcome your marketing, share it and hire you or buy from you. It requires that you take the exact opposite approach, to 99% of the marketing you see out there. 

It’s about shifting the focus of your marketing, so that it’s primarily of benefit to the people who receive it and secondarily of benefit to you.

It’s about producing content (audio, video, articles, blog posts, newsletters, social networking updates etc), which provide independent value to those who receive it. This means they get genuinely valuable or useful information from it, independent of them needing to spend a penny with you.

An example of how this works, based on one of my clients

Imagine you are a dog owner and after a trip to the vet, you subscribe to their dog owner’s newsletter. It gives you useful tips and ideas, to help you keep your dog healthy, fit and happy. At the bottom of each email are their contact details, so you can call them when you need a vet.

You find this free information so valuable and interesting, that you send it to 10 of your dog-owning friends.

  • They subscribe and then do the same.
  • Then these new subscribers share it too, and on and on it goes.
  • The amazingly valuable, highly-targeted readership just keeps on growing!

Soon, my client was talking to hundreds, then thousands of dog owners and positioned themselves in their marketplace, as THE place to take your dog for all its veterinary needs.

Their newsletter was eagerly anticipated by it’s readers. Yes, people wanted to hear from them and valued what they had to share.

Compare that vet’s approach to the typical marketing messages we see.

  • That vet doesn’t need to run expensive radio ads.
  • They have no need to waste time on Facebook. They own the communication channel with their prospective clients (by using email)!
  • They have no need to buy mailing lists.
  • They don’t need to waste valuable hours at networking events.
  • They certainly don’t need to pester people on social networks or ask strangers for recommendations on Linkedin.
  • They don’t need to invest in anything, other than the creativity required to produce a genuinely valuable newsletter, with useful content.

That example shows how a business can grow a massively powerful marketing asset, by sharing real value, rather than pushing unwanted messages. If you want to thrive in today’s exceptionally volatile economy, this is the kind of marketing you need.

The kind of marketing that increases in value every day.

The kind of marketing that requires zero advertising spend.

The kind of marketing that connects you with prospects in a way they actually look forward to and share with their friends.

In fact, the exact kind of marketing I have been creating for my clients, since the mid 1990’s. It works. And it works in every economy.

Publish the process: How I write almost everything

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ia writer, distraction-free, writing

I thought it was about time that I shared another Publish the process piece with you. These are where I publish (or share) the process behind my work, including tips I have learned along the way.

Today, I’m sharing the app I use for writing my newsletter, my articles, my posts, my client’s marketing copy… every digital word I produce.

Let’s go!

The above image is taken from my Mac. It’s an app called iA Writer and you can visit their site here. It’s available for Mac, iOS, Windows, and Android and it’s surprisingly inexpensive, especially as it is sold as a one-off purchase, with no annual or monthly fee. For example, the Mac version is currently $29.99.

Why do I use it for everything?

Simple.

The app massively increases my productivity and dramatically improves the quality of what I produce. It gets out of the way. Allowing me to focus exclusively on whatever I choose to write about.

iA Writer and distraction free writing

With iA Writer there are no distractions.

None at all.

The moment you start to type, the screen goes blank. Except for a flashing cursor. The app uses something called markdown. This means you don’t need to use a mouse. You don’t need to access a menu.

Formatting text, adding links, inserting images, in fact everything can be done without taking your hands off the keyboard!

Once you have text on the screen, you can set iA Writer to focus only on the sentence or paragraph you’re currently typing. The remainder of the text fades into the background. It’s there, but fainter. This helps me remain 100% engaged with exactly what I am thinking / typing in that moment.

It’s a feature that by itself, has been of huge benefit to me.

The lack of distractions provides a very productive writing experience. An experience that for me, and many others, has radically improved our writing.

There are a number of distraction-free apps out there. I’ve tried a few, but none can match the level of focus I enjoy with iA Writer.

Is iA Writer what YOU need?

As regular readers will know, I don’t do reviews. However, there are lots of iA Writer reviews available if you do a quick search. This video review is amongst the best. It also has lots of handy tips if you already use the app and want to get more from it.

Yes, as you can see I love iA Writer.

That said, it’s one of those tools that people tend to either love or fail to see any reason to use it. So do your research. Because it might, just might, give you the same kind of productivity boost that it has given me over the past decade.

December 2023 Update:

Since writing this, iA Writer 7 has launched. It includes additional features, and is especially useful if you’re using AI/ChatBots to help write your content.