Chat GPT isn’t Always the Answer: 4 Reasons for Human-Generated Copy is Still Essential

There is a lot of trashy writing out in the world. For reference, please consider —well, almost anything online. There are many reasons why it’s so easy to find dreadful content. The main reason is that we now live in an age where gatekeepers are largely absent from the publishing process. 

Sure, if Joe Schmoe decides to write an article about how he thinks his neighbor looks better in loafers than tennis shoes, the New Yorker probably won’t spend too much time considering it for publication. 

But with little more than an internet connection, Joe can tell his story to the world. And because search engines are weird, people may actually wind up reading it. 

Of course, the recent emergence of generative AI isn’t helping things. AI-generated content is dry and often inaccurate, but it has the distinct benefit of being free. What do you get when you combine lax publishing standards with unlimited access to mediocrity?

The internet.

Good marketing requires a little bit more than just the standard dribble. If you want to produce successful copy, you should put your heart in it. Below, we discuss four reasons why true marketers will always give every sentence their all.

READ: Cracking the Code of Business Marketing — 10 Strategies for Success in a Dynamic Landscape

Reason 1: It’s what clients expect

Keep in mind that with the increasing prominence of Chat GPT, mediocrity is now free. Which means no one is going to want to pay a marketer for it. When clients put money on the table, they expect the product they receive in return to generate value. 

Strong writing will make them feel like they are being rewarded for their investment. Turn in bad copy even once, and you’re likely going to be replaced by a machine in the near future. 

READ: 4 Prompts and Tips for ChatGPT — A Comprehensive Guide for Marketers

Reason 2: It stands out

Did we mention that the internet is filled with garbage? Well, it is. So much garbage, in fact, that the average reader may not be used to reading well-written, thoughtfully produced content. When they do see it, it stands out.

You can toss around lots of thoughts and philosophies around marketing, but the bottom line is that standing out is what the job is all about. Write content that is worth being read. 

Reason 3: It stays evergreen

Digital marketing implements many tools and theories to boost the visibility of content. Search engine optimization is the process of using keywords, along with a variety of other strategies, to help get content seen on the search engines or social media. 

SEO is definitely important, but some marketers prioritize it above anything else. Who cares if the copy is bad because you used the phrase “new roofs in Michigan,” 33 times in 500 words? It ranked, didn’t it?

But here’s the thing: no one actually knows how Google ranks and prioritizes content. We take good guesses, many of which turn out to be correct. But the actual algorithm is secret, and constantly changing. 

The goal of that algorithm, however, is not so secret. Promote high-quality content. Marketers who punch out terrible but strongly optimized content may rank for a few weeks, but what happens when Google shakes up the algorithm?

It’s too easy to put all of your eggs in one basket with SEO. Good writing is a much more sustainable content production strategy. Why? Besides the fact that people will always prefer reading good copy to a bunch of garbled-up keywords, strong writing can organically help your content rise in online visibility. 

People will repost or share good content much more frequently than they will purely SEO-driven copy. While many marketers focus more on keywords because it is quantifiable, reposts and backlinks are just as valuable when it comes to rising through the search engine ranks. 

READ: What are Your SEO Content Gaps? Plus, 3 Ways to Fix Them

Step 4: It’s just better

That’s the bottom line. Writing at the professional level is a product. To stay competitive and effective, you should care about product development and improvement the same way anyone else in business would. 

If other people want to use keyword saturation and AI to mass produce mediocrity, let them do it. In fact, be thrilled when they do, because it only makes your stuff look better. Algorithms and social media publishing standards change daily. The desire for high-quality products does not. 

If you’re going to write, write well. 

Developing your writing skills

Naturally, there are many educational programs available to help you improve your writing skills. These are good ways to learn the basics in a structured environment. However, writing is something that you learn by doing. 

As Stephen King said, you can consider the first million words practice. 

Million?

Well, that’s what The King said. The average marketer who wants to punch up their copy might not need to take things quite so far. However, you should get comfortable with the idea that improving your writing isn’t something that happens overnight. It is a lifelong process that never truly ends. 

So sure. Take the classes. Study up on best practices. But most of all, start putting in the work. You’ll find that, while you may not go from zero to hero in a week, your skills will develop quite quickly when your efforts are focused and deliberate. 

Quality never goes out of style. Put in the work. Write deliberately. Write well. Write often. Just write. 

 

Andrew Deen HeadshotAndrew Deen has been a consultant for startups in a number of industries from retail to medical devices and everything in between. He implements lean methodology and is currently writing a book about scaling up business.

Email Drip Campaigns — 3 Examples and Best Practices To Boost Customer Engagement

If you’re not currently using email drip campaigns for your business, you’re missing out on effective ways to engage your audience and convert them to customers. But the good news is that it’s never too late to start.

We’ll cover some email drip campaign best practices and examples to help you connect with your audience in the right way and at the right time.

READ: Is B2B Email Marketing Dead? 

Email drip campaigns — best practices

Here are some email drip campaign best practices you can apply to your own email marketing campaigns.

Segment your subscriber list and send personalized messages

According to Statista, over 60% of online shoppers can’t be loyal to businesses that deliver non-personalized content. With that in mind, group your recipients into different segments to help you send personalized and targeted email drip campaigns.

To achieve that, you must thoroughly understand your target audience by knowing their pain points, shopping preferences, and demographics.

For example, if it’s a cart abandonment email you’re sending, think of what problems the customer would have encountered. Maybe your shipping costs were too high, or you hadn’t clearly stated your return policy. Then, craft a personalized email addressing these issues to boost your chances of converting the prospect.

You can use an email marketing platform to engage better and understand your audience, helping you segment them into appropriate groups.

READ: Using Video in Email Marketing Campaigns: Best Practices and Benefits

Add a call-to-action in the drip marketing campaigns

Your recipients should know what they should do at the end of every email — whether signing up for a free trial or scheduling a call. So always include a call-to-action (CTA) at the end of your email drip campaigns.

Tailor your CTA buttons according to your audience’s buyer journey stage. For example, if a segment of your audience has recently signed up for your newsletters, you can ask them to follow your brand on social media. You can share a case study or a white paper if they’re at the consideration stage.

Use social proof to increase your audience’s trust and credibility

Social proof is where people are influenced to buy your products or services because they trust and follow the actions of other buyers. Giving evidence in your email drip campaigns that other consumers have used and benefited from your products establishes your company as trustworthy and reputable.

According to a 2023 BrightLocal survey, 44% of consumers are highly likely to give a positive review if they feel your business went above and beyond to offer an exceptional experience. 

So, look for ways to solve your customers’ problems and give them great experiences to get positive reviews you can use to attract more prospects. For example, you can ask subscribers questions about their business challenges through interviews or questionnaires, then send them emails educating them on how to solve their issues.

READ: How Brands Can Grow Customer Loyalty and Build a Positive Reputation in 2023

3 effective drip campaign examples

Let’s look at three effective drip campaign examples to inspire yours.

Welcome drip campaign

One essential drip campaign email to send new subscribers is the welcome email. These emails are triggered once a user submits their email address or joins your newsletter.

The welcome email is your brand’s first impression with these new subscribers and sets the tone for the rest of your interactions. 

Here’s an example from Spotify:

email drip campaigns
Image Source: Spotify

The welcome email is simple and straight to the point. It thanks the prospect for signing up, then highlights the value they’ll get from the brand and an option for unsubscribing.

Cart abandonment drip campaign

Customers abandon close to 70% of their shopping carts. But the good thing is that around 75% of such consumers typically want to return to your website and complete their purchase.

With open rates of over 49% and conversion rates of 8.38%, sending abandoned cart drip campaign emails can help you recover those would-be-lost sales. 

Here’s a drip campaign email example from Society6:

email drip campaigns
Image source: Society6

Lead-Nurturing Drip Campaign

A lead-nurturing email drip campaign focuses on prospects who are interested in your products or services but have yet to buy. The email marketing strategy is to keep the leads engaged with your brand and build a relationship with them until they’re ready to purchase.

In your lead-nurturing emails, offer valuable information and attractive offers to boost your chances of persuading your customers to buy. 

Here’s this lead nurturing campaign example from The 5TH offering a 60% discount for their New Arrivals:

email drip campaigns
Image source: The 5TH

The Bottom Line

The best practices and examples above can help you create drip email campaigns that convert your leads and prospects into customers. So, consistently offer your audience value and relevant content to help them decide to purchase. That way, you’ll be able to boost your company’s revenue.



Author
Skirmantas Venckus

Skirmantas Venckus is a writer by day and reader by night. He hates talking about himself in third person. He is also the growth hacker at Sender.net – the email marketing provider that is focused on user-friendliness, affordability, and utility.