What AI doesn’t know about B2B copywriting

With some well-directed prompts, AI can create copy that’s similar in quality to the output of a junior copywriter. That is to say, while it’s adequate and performs the basic requirements of the task, there are still improvements that could be made.

So, what’s missing from AI’s capabilities that prevents it from being an effective B2B copywriter? Well to put it simply… AI is unaware that audiences don’t want to read what it writes.

Overcoming the imposition

Unless a prospect has provided their data in exchange for a piece of content, or has actively requested that you contact them, then they are not expecting to hear from you. This means that every piece of marketing activity you perform in the pursuit of a lead, is an interruption to their day. Whether it’s an email that lands in their inbox or an InMail notification that appears on their phone – they didn’t ask for any of it. It’s all just something else that eats into their already busy schedule and requires some of their extremely precious time. So, what does this have to do with AI-written copy?

Writing vs copywriting

Most people could put a marketing email together. Who are you, what does your business do, and how can you help the reader? Done! But, in reality, it’s more nuanced and complex than that – hence why good copywriters undergo extensive training. You see, when an experienced copywriter opens a blank document and starts formulating ideas, they approach it with an understanding that readers won’t have asked to receive it. This changes everything! It’s a completely different mindset.

Whilst including all the fundamentals, like what the business does, seasoned writers will also be aware that the audience is looking for the first opportunity to press ‘delete’. With this in mind, good copy is determined by its ability to maintain the readers’ attentions and by how many people complete the call to action. This means that the copy has to be engaging, benefit-led and in some instances ‘sneaky’.

No excuses to leave

If the reader is simply looking for a reason to throw your email or InMail in the trash and go about their day, then you need to make sure you don’t give them an excuse to stop reading. This means employing some ‘sneaky’ tactics that keep them engaged. Whilst highly experienced copywriters will know many of these techniques, here are just a couple to whet your appetite…

• Instead of breaking up a long sentence with a comma - use a dash as the reader’s eye will automatically jump across to the next part of the sentence.
  

• To ensure the reader carries on from one paragraph to the next, end the first paragraph with an ellipsis (…). The human mind will find it difficult to quit before it knows how the sentence ends.
  

• Nobody wants to read long sections of copy, so break it up by using short, well-spaced bullet points. It’s easier on the eye, and the audience will typically read to the end of the list.

AI knows its limitations

To perfectly illustrate the point of this article, when asked ‘which roles cannot be replaced by AI?’ the technology’s top answer was…

“Artists, designers, writers, filmmakers – AI can assist, but originality, emotional nuance, and cultural context are still very human”.

It has always been said that ‘humans buy from humans’ and this is unlikely to ever change, at least in the B2B space. AI may be learning and improving at a rapid rate, but it will always be lacking in one area – humanness. It’s the artificial nature of artificial intelligence that is actually its most limiting factor.

For this reason, when you are looking to market your organisation or latest product/service, choose seasoned writers who can help you remain at the forefront - for months and years to come.

To find out more about leading copywriting services and how AI is better used as a support tool in the pursuit of good messaging…

Speak to Keystone Copywriting today by emailing kenneth@keystonecopywriting.co.uk or call 0330 043 7177