At the beginning of each year I step back, take stock, see where “I’m at”, and… more importantly… try to figure out where I’m going.
This year, the stakes have never been higher.
According to a survey by Neil Patel of agency NP Digital, over 60% of text content is now being created purely through AI. And 26.8% through a combination of AI and humans.
In other words, AI now plays a significant role in the creation of over 85% of all new content being written for digital media.
Emotion is at the core of great copy. This has always been the case… before AI, before the Web, before computers.
Great copy touches its readers at an emotional level.
Why? Because as consumers we buy based on our feelings. We buy the car that makes us feel good. We buy the pair of shoes that makes us smile. We buy the video game that gives us pleasure.
Every purchase is triggered by emotion. Once we have decided we want something, we will often turn to our more rational selves to justify the purchase.
As you can imagine, I’ve been playing with ChatGPT and GPT-4 for a while now.
I’ve been using GPT as a brainstorming buddy, a research assistant, a first draft copy and content writer, a social media writer… and more.
Honestly, it’s incredibly good. Mind-blowing really, when you consider where this technology was just a few months ago.
This time I asked GPT-4 to write me a 40-page Kindle book I could publish on Amazon.
The title of the book is… Brain Sharpeners: 48 Natural Foods That Support Brain Health
Every two or three years I create a new course for digital copywriters and content writers.
Next up is a course for writers who want to take advantage of the huge growth in the area of Web 3.
Hang on, you ask… what the heck is Web 3?
And what happened to Web 1 and 2?
It’s tricky making predictions.
But I’m pretty sure there’s going to be a lot more short-form copywriting in the future.
I believe this to be true for two reasons… one is physical, and the other is more connected to our changing lifestyles.
Let’s start with the physical reason.
Hopefully, you pay a lot of attention to writing your headlines.
I do.
I typically go through several drafts until I’m reasonably happy with a headline.
Headlines are important, because a good one captures attention and inspires people to start reading the body text. Bad headlines don’t.
Truth be told, I’m a bit of a headline nerd. I created an entire course on how to write them.
But… there’s more.
What about those subheads?