Don’t Think Words are Important? You’re F*cking Wrong

Now you're reading. OK, hear me out. Or rather, read me out. Words matter. When it comes to branding, marketing, reaching out to customers and actually engaging people, you’re gonna need to use your words. Yes, your logo is rad and everything, but when people need more. Tell me about your product, tell me about your company, tell me about YOU - that is what moves people to action. Don’t believe me? Read on. Although, fair warning: there will be few, if any, pictures.

Kodak

Yes, the people who made cameras and film. Before we all carried around tiny digital phones in our pockets, Kodak managed to sell cameras to folks who had no idea what they were or how to use them. Their main products - cameras and film, obvi - suggest they are a highly visual company, right? Yes, but their first ad (and subsequently some of their most memorable ads) relied heavily on words.

In the late 1880s, Kodak founder George Eastman came up with the slogan, "You press the button, we’ll do the rest.” Essentially selling the novelty and ease of use to regular folks. Read that again…by making it sound easy, he sold the idea of cameras to people who didn’t know anything about them. Rad, right? Oh, and it was the words that sold it because the ad is an absolute mess, look it up.

About 100+ years later, Kodak struck again with a new slogan for some TV ads highlighting their digital products, innovations in film, and camera technology. While the ad looked amazing, it didn't effectively convey the meaning of the new technology and products. Then it ended with three words: "Take Pictures…Further," It was an absolute baller move—an unexpected, incredible play on words that sold the tech and made people want to buy.   

See what I mean? Kodak, famous for bringing actual pictures and cameras to people, used WORDS to talk about their products in a way that conveys meaning beyond just the product. TLDR: a market-leading, billion-dollar, super visual company used the right words to enchant customers, sell products and talk about new technology.

Side note: Kodak had a bunch of other great slogans over the years and even managed to get into the zeitgeist of the time with "Kodak Moment." It's worth a Google.

Still not Convinced? OK, How About These Words:

Dad Jokes:  What other words could possibly elevate the lazy pun to rock-star status? Dad jokes never fail to elicit a response, usually a groan.

Swear Words: Frankly, some of my favorite words. And if you think words don’t really matter, think about when you hear a kid swear. Usually leads to a giggle or panic.

Any Word that starts with “the”: Words so bad you dare not even utter them. You can’t call the F word or the C word unimpactful.

“Trigger” Words: Ever been on a heater of a doomscroll and run into a word with * or ** in the middle? It’s because some words are so powerful that we risk causing distress to anyone reading. Think about that…there are words that are so powerful that we can’t even type them.

Song Lyrics: I’ll bet you $1 that your favorite song is not your favorite because of the protracted drum solo (Phil Collins’ “In the Air Tonight” being the only obvious exception). It’s the lyrics. How many times have you turned to those lyrics to move and motivate you?

Gross Words: I’ll bet you another $1 that you get skeeved when you hear words like “moist” or “ooze” or “phlegm.”

So, What’s My Point?

My point is that words can be super duper powerful. And they are critical if you’re trying to tell your story and/or sell stuff. Use words to break it down and make it obvious. You need to be able to tell people what you’re selling; you need to make it sound cool, and you need to make people want it. I can help. I’m super cool, trust me.

No way around it; you need words. Moreover, you need good ones carefully selected and lovingly put together by someone who gets you. That could be me. Yes, the robot knows words, and it loves to spit them out at you for free, but it doesn't love them like I do, and it doesn't care about you and your brand like I might.

Did I mention that you need words?

No one: … You: Do I Really Need a Writer?

I’ve had to answer this question more times than I can count. And many times, I hear one of my favorite lines: “I can write; I don’t think we need a writer." After which, I muster all of my self-control and not reply with, "Okay, great, then why aren't you writing?"

The truth is you are probably capable of the act of writing. But, can you write well? Do you have the time? Can you write compelling content and copy that converts? Can you include keywords in a meaningful way? Spoiler alert: the answers to these questions is almost always no.

You DO need a writer. If, for no other reason, than to stop you from making typos and spelling and grammar mistakes. There really is enough junk content out there. You deserve a profesh.

Hi, I'm Amy, and I'm a professional writer. Please let me help you. I've seen lackluster websites, pitiful pitch decks, careless campaigns, typos, shoddy blogs, and bad writing. And I’m here to tell you that it doesn’t have to be like that.

A professional writer can create content that will educate and persuade and copy that will tell your story in a meaningful way. Why wouldn’t you hire a writer?

What's So Bad About Hiring a Professional When You Need One?

If you were selling property, would you call a realtor? If you had a health problem, would you call a doctor? Sometimes you need a professional's help. There is no shame in that. Calling a professional gives you time to do the things you need to do and things that you're good at without ignoring stuff like updating your website, creating a new pitch deck, composing thoughtful blogs and articles and much more. Hiring a professional copywriter is probably more efficient than suffering through meh content or trying to find time to do it all yourself. Being a business owner is hard, stop thinking that you have to do it all yourself. Hire a professional. I promise it's okay. 

You Don’t Have the Time

Many times, after hearing, "I don't need a writer," I challenge someone to actually do the writing themselves. I give them some ideas and a timeline and tell them I'll check in and see how far they've gotten. I even offer to proofread/edit for free. Sounds fair, right?

Guess how often I've had to proof/edit those would-be customer pieces? None. Not one single person has been able to make writing a priority. Bleak, right?

I get it. Business owners are busy doing other things, and writing is not a priority, even though you need it (badly). If it's not in your wheelhouse and you don't have the time, don't take it on. I give you permission to hire a real writer to tackle it. Trust me, it's worth it.

AI is Not Going to Close the Deal for You

Yes, I know you love AI. And that's cool, but it's not necessarily the panacea you are hoping for. It can only do so much. The cold, hard truth is that you (your staff, your team) will have to do some of the work yourself. You can't ask a program or a bot to do the same job as a human and expect stellar results. No kidding. That's not a comment on you, your product, or your team but AI might not quite get it across the finish line. A professional writer brings a unique perspective, creativity, and understanding of language that AI simply can't replicate. You're going to have to either do the work or hire someone who can help you. Yes, you have to do the work.

Wanna talk more about AI-generated content? I'd be happy to.

Everyone Hates Talking About Themselves

Also, have you ever noticed that talking about yourself or your company is hard? You're bragging or exaggerating or an egomaniac who has an unhealthy fascination with their own company. Fear not, dear reader, if you hire a professional, you’ll have an ally to help you talk about how great your company is and how amazing your products and services are. And you deserve that. A professional writer can suss out the features and benefits that are eluding you. And they will make it sound genuine.

Bottom Line: Is Your Current Content and Copy Working?

If you have to ask, I think it's not working as well as it could. No one can afford a random selection of words in their marketing, on their website or associated with their brand. You need a writer who understands your goals and can create copy that resonates. If not, why bother with any of it?

TL.DR: Yes, you need a writer to help you educate, build trust, tell a better story and convert all those eyeballs on your website into new customers. And calling a professional is likely the right path. Yes, it will cost money, but imagine all the revenue you might be missing out on because your content isn’t working for you to engage your customers and would-be customers. Professional writing is not just a cost; it's an investment in the success of your business. Hire a an experienced writer and start reaping the benefits of effective, engaging content.

“Cheaper” isn’t “Better”

Ever lose a bid to “we found a more budget-friendly option.” Of course you have. Its frustrating, right? Most because we’re not going to learn ANYTHING from that statement. You didn't find it better, you didn't find a more innovative way to get the job done, you just went with the cheaper option. And, while that's not technically "wrong," it's disappointing.

Let me qualify real quick. I’m not implying that every less expensive writer is bad. They're not. But if that is your only qualifier, it doesn’t seem like a smart choice. If we assume all things are equal (they're not; keep reading), then the costs would be equal, too, right? So why are they so cheap? Before you close on what you think is the deal of the century, do a little homework.

I work with lots of small business owners, and I know they have about a bazillion other things to worry about, so they don't always know what to look for and ask about when hiring a writer. It boils down to not having another measuring stick for a writer, so money becomes the only thing they can quantify.  

Haunting, right? But wait, there’s more.

Good Content Takes Time

I'm a writer, and I write all the time, every day. And creating original content that is meaningful and designed to resonate with clients and customers takes time. It just does. And, if I'm writing something that requires research or interviews, it can take even longer. In most instances, I will create an outline, do some research, write a draft, let it sit, come back to it, rewrite, edit, leave it again and edit again. I've been inspired in a couple rare instances and could write a decent piece in one sitting. But in most cases, it takes a few days to create something I'm ready to share.

Anyone who tells you they can consistently churn out content at the speed of light is either lying, using AI irresponsibly or possibly involved in some witchcraft. In all of these cases, caveat emptor.

WHY are You so Cheap?

Go ahead and ask that. Ask why they are so cheap. If you’re comparing costs, you owe it to yourself to make sure you’re comparing apples to apples. When I was able to gather more information about a lost bid, here is what I’ve found:

You hired newer writers or non-native English speakers

Neither is a clear indicator of talent, but they may not have the dexterity to handle pivots, edits or changes. An experienced writer – likely on the more expensive end – will have the skills and experience to make the process smooth.

Side-hustle writers

Again, not necessarily an indication of skill or talent, but not a writer who is singularly focused on your content. Find out where your 'gig' fits into their calendar and make sure they will have time for your project, meetings, rewrites, and all.

Incomplete bids

We've all seen this. The initial bid is inexpensive but doesn't include everything you need. Cut to you paying more for your writer to sit in our briefing meetings, edits, SEO, rewrites and more. And in the end, it costs as much as the other bids you turned away.

You don’t know what to ask for

This happens a lot, too. You don't know exactly what you need, how much time it will take, or any of the thousands of details about the project. Before you ask for bids, be honest about what you need.

Short-Term Costs vs. Long-Term Value

Creating content for your brand is an ongoing process. Most of the time, you don’t get to do it just once. You’ll need consistent, well-written copy to keep telling your story and engaging your audience over time. And the cheapo writer you hired might not have the skills, time or drive to keep up with your needs.

Help Yourself and Your Project Before You Talk Money

So, how do you protect yourself and your budget? Great question. There are few things you can ask – even before you talk dollars – that can help you find the right writer for your project. The time you spend now vetting your content writers will save you dollars and hours down the road.

How much writing experience do you have?

It’s okay to hire a new writer (we all have to make a living), but ensure you understand how much experience they have and if that will fit your needs. A newer writer may require more time throughout the process, so make sure you can accommodate with your time and the scope and detail of the project deadlines.

Do you have any experience specific to our industry?

Knowing about your industry isn't necessarily a requirement; some fresh perspective could be helpful. However, it can be useful if your industry uses many industry-specific terms or concepts. Also, if your industry has any regulatory issues to be mindful of, experience could be helpful.

What do you know about us, our brand and our competition?

Knowing specifically about your brand is another double-edged sword. On the one hand, if a writer already knows you, they may save time on research and discovery. But, then again, a writer unfamiliar with your brand could offer new perspectives. Know what you need before you start paying deposits and writing checks.

Can you share some relevant samples?

It's important to get a feel for a writer before you start. They might not have samples that are exactly what you're looking for, but you can get a feel for a writer by looking at what they've already written. And, while you're at it, ask for references. You'll want to hear if they've done a great job for someone else.

Tell me about your process.

Before you commit to working with someone, find out what it's like. Don't go too far down a path without knowing how someone works, their turnaround time, how they handle rewrites, how they expect to be paid, etc. If their process doesn't fit your needs, you'll be miserable, no matter how cheap they are.

TLDR: There are many reasons to hire or not hire someone, and the cost should be pretty far down the list. You also have to do some of the work before you hire someone. You have specific needs—beyond just the money—and anyone you hire should check off those boxes.

So, before you send out an RFP, maybe consider a conversation about what you need, what a vendor can provide and how you can best have all (not just financial) your needs met.

Want some help with that? I’m available.

Let’s Talk AI-Generated Content

I'm a writer, and I get it. AI has squeezed my jobs, and I am looking for solutions. But before you scroll on thinking this is just another disgruntled writer bitching about AI, let me ask you something:

If you’re using AI instead of a human writer, where does your content come from, and where does it go next?

I'll be honest: I don't love AI, but I'm not quite ready to abandon it yet. We have to get to know AI, understand it, look the beast in the eye, and then decide how to proceed with it, without it or against it.

In learning more about AI, I found some significant challenges that some might not realize.

What is “Open Source?”

Would you trust me to write content for you and not share sources? Probably not. Why are you trusting AI? Using open-source AI has some problems we need to talk about. My research has been prompted by losing jobs with feedback like, "Why would I pay you when I can have AI do it for free?" And this is downright dangerous. If your BFF AI is citing its sources, you need to follow up and ensure the source is reputable, available for you to use and cited correctly. If AI is NOT citing sources, you need to do some homework to ensure your content is not flawed.

There is also a greater risk of plagiarism. Not just ripping off content word-for-word, but ‘borrowing’ concepts, ideas, and thought threads without permission is unethical and could even be illegal. Using AI doesn’t give you an ethical pass. You have to respect others’ work just as you would if you were writing it on your own.

Here is my actual lived experience with AI: AI will lie to you, and you have no recourse because AI is not accountable. I’ve used AI and had it use incorrect sources, made-up links, or irrelevant links. I’m not suggesting this is everyone’s experience every time, but it can and has happened.

TLDR: You can’t let AI populate all of your content needs without guardrails. You still have to do some of the work.

Garbage In, Garbage Out is Still a Thing

If you have migrated to an AI product that is not strictly open-source, then you’re on the right path. Yes, AI is capable of "learning;" however, it only knows what you tell it. What are you feeding your AI? Is someone else feeding it? What are they saying? Where are they getting this info from? If you're not monitoring your AI from input to output, you might be missing something and opening yourself up to trouble.

AI Doesn’t Get You Like I Get You

We must remember that no matter how good AI is, it will always lack some thought functions that only a person can provide. AI does not have consciousness or unconsciousness; it is only capable of mimicking human thought and only if it is programmed to do that. AI cannot reference actual lived experience. It can’t necessarily draw conclusions, it can’t reason, it doesn’t understand the nuances of your local business. It just doesn’t “get” you like a person can.

For example, let's say you have a business in neighborhood A and open another location in neighborhood B. Hood B has a different vibe, and you want to make that a big selling point. AI will likely not understand the subtle differences between A and B.

Yes, prompting can help. But then, who creates your prompts? Can you create a prompt directing AI to learn about both neighborhoods while still making good content for your needs? How do you tell AI what is most essential while still forcing it to consider secondary external factors? How do you teach it to "get" your brand, convey your messages, and create the best copy around? It seems easier to hire someone, doesn't it? Yes, I am available.

Prompts

Speaking of prompts, what do you know about them? Do you know how to prompt AI to get the best results? Maybe not, and that could lead to some less-than-awesome results.

Prompting your AI is critical. Just like you might want to meet with a writer to discuss everything important to you and your business, you need to tell AI the who, what, where, why, and how of what you need. But instead of discussing essential points with someone, you must condense your needs into a prompt. Most AI tools have a character prompt limit. Whereas you could talk to me for an hour about the perfect content, I would take notes and refer back to them as I crafted relevant and stunning content for you. Isn't that a better way to get great results?

If you write prompts, your character limit is around 2-4000 characters. And, if you're writing that much just for a prompt, why not hire a writer?

What Happens to Your Content?

Let's say you've mastered prompts and are off and running with an AI bot you love. I'm happy for you, truly. Just one last quick question: What will your AI BFF do with your content once it's delivered to you? After you copy and paste it, what is AI doing with that content? You don't own that content, and what happens next is out of your control.

Would you be shocked to learn that some AI apps will continue to use that content as a dataset or part of a dataset for other users? All that glorious content you just got is now being used as input for others. And, since you didn’t write it, you don’t own it, and it's out of your hands.

It's true that AI uses all forms of input to create content. Once delivered, it keeps the prompts and content as it learns more for subsequent users. It's not secure, it's not discriminating, and your data is not safe. If you're creating content around proprietary information or anything with PII, you should not trust AI to keep your secrets. And (I cannot stress this enough) since you didn't actually write it (AI did), you might not even own the content. Think about that.

So, What’s the Answer?

There are many solutions if you want to use AI for written content. You just need to get smart and get some answers about where your content comes from and where it goes. Or, hire someone who knows what they're doing to help you. And, yes, I can help you with all of this.

I can’t speak to everyone’s experience with AI, but I’ll tell you this as a writer: I do research, I cite actual sources, I make sure I have the right to use material, I can understand your brand and concepts, and you can hold me accountable. Does AI do all that for free?