If your goal is to create “authentic” content for your website, you should not be using AI. Really, lol, isn’t it obvious? I know it’s competitive out there and you’re looking for the most efficient way to gain an edge. Maybe your writing skills are less than dazzling, so you think, “Hey, I’ll let AI do this for me.” Not a good move…even counterproductive.
Why? Well, first of all, you can’t create authentic content using a simulation. Secondly, it’s impossible to create authenticity. It’s either naturally there or it’s not.
AI is great for parsing large amounts of data. Even with the flaws, it’s a highly-valuable tool for statistical analysis, making financial projections, evaluating code, compiling research, etc. When it comes to writing your website content, ditch it. There is no heart in code-generated copy. You’ll just insult your readers.
Think about it. The code is just querying everything relative that’s been posted online by someone else. It calculates for the most relevant data, sorts and structures it, and returns a block of text. The technology is amazing, but it will never tell your story the way that only you can. It can’t convey the passion you feel for your products and services. You’ll get lots of paragraphs, but the flow will be off and you’ll sound dumb. It’ll be disjointed and lifeless, with no emotion whatsoever. Knowing that people make buying decisions based on their emotions, where does that leave you?
If you’re not a great writer, hire a pro. Work with an editor, or at least a writer with stronger skills than yours. Get help from a fellow human who can hear your true voice and help you turn it into engaging copy.
Write from the Heart
Writing good copy can be an arduous task. Even the best writers sweat for hours/days/weeks on a piece. You delete, edit, rewrite…you keep digging through layers to get what’s inside of you out and onto the page. But that’s what it takes to create anything original. Be it art, music, or website content. It takes heart.
Writing from your heart gives tremendous power to your articles and blog posts. When your unique voice comes through, readers will intuitively feel a connection and be moved to do something. They’ll buy your products, schedule an appointment, donate to your nonprofit, or submit a contact form asking for more information.
Are You Writing for AI, SEO, or Humans?
I’ve heard people say that you should write with AI for better search placement. That’s just as bad as writing for SEO. You should always be writing for humans. What good is higher search placement if people click on your article link, read a paragraph, and click way because it’s energetically dead. Surely, a lot of folks will disagree with that. So be it. I know from experience that a well-written blog post with informative and compelling copy will stand the test of time and continue to place high in searches and drive revenue for years.
In the early days of the “world wide web”, a basic keyword search would return a rich and varied assortment of links with real people writing about real experiences and sharing real knowledge. There were incredibly intelligent souls right alongside the crazy kooks. Today, the search algorithms determine what’s relevant and the more bland and conformist the better. It’s a constant battle, and small businesses can struggle to be seen with or without paid search. But you can rise above the noise.
Be the Real You
Start with an honest assessment of who you are and what your business means to you. Not the brand you’re trying to create, but the human that’s driving the brand. Think about the ways that you serve your customers and how you help them to improve their lives. Think about what you want them to feel when they use your products. Then, you work that into solid, original content that tells your unique story.
In a digital space teeming with fakery and illusions, originality will always cut through. Don’t be afraid to show the real you. Like Denzel said in The Equalizer, “You gotta be who you are in this world.”
Who you are is what customers will ultimately connect with, not machine-generated nonsense. In a sea of bland, regurgitated copy, your genuine human communication will feel like a breath of fresh air.
Write on!