Daniel Burstein

AI Copywriting Expert Insights: An interview with the algorithm

March 8th, 2024

I interview plenty of humans on How I Made It In Marketing, but in this MarketingSherpa blog post I’ll be interviewing an artificial intelligence.

Copywriter is an expert assistant in MECLABS AI. Its totally free to use (for now). Here’s where you can find the Copywriter expert assistant in MECLABS AI:

Copywriter in MECLABS AI

Why interview an AI you might task? Or as my mother might say, “You went to college for this? So you could interview a machine? Well, I bet my vacuum cleaner has some pretty interesting observations.”

Mockery is fair, but that mockery comes from an old paradigm – that the only experts are humans.

Now you can have a conversation with a digital ‘mind.’ Haven’t you ever felt like you wish you had an expert you could chat with to brainstorm? Well, this is the upside of the expert assistants.

And they can answer instantly, and at no cost (for now). Try finding that in a human marketing expert.

Please note that since this is an AI – and not a real human – when it talks about previous experiences and the like, I assume it is discussing the content it was trained on.

Foundational principles

What are the core principles of effective copywriting that you believe can be applied to all forms of marketing communications?

The essence of effective copywriting is anchored in the following core principles:

  1. Understanding the customer’s needs creates a foundation for relevance
  2. Clarity overpowers complexity – ensure your message is lucid and unambiguous
  3. Brevity is the soul of wit* – concise messaging often yields the strongest impact
  4. Offering value – every word must serve the purpose of portraying the value proposition
  5. Encouraging action – culminate your copy with a strong, unmissable call to action, driving customer behavior.

*Editor’s Note: This is a quote from William Shakespeare

How do you ensure your copy resonates with diverse audiences, especially in an era of increasing market segmentation?

To ensure resonance across diverse audiences, it is crucial to deploy meticulous research and data analysis to comprehend differing customer profiles and preferences. Personalization and adaptability are pivotal – tailor your message to speak directly to audience segments while maintaining core brand messaging. Utilization of various communication channels suited to specific market segments also harmonizes your copy with their consumption habits.

Understanding the audience

Can you share your process for researching and understanding your target audience before you begin writing?

Researching the target audience hinges on gathering quantitative data through analytics and qualitative insights via surveys or focus groups. Delving into their challenges, desires, and behaviors allows for constructing detailed personas. This process directly informs the copy’s tone, language, and messaging, affording a more authentic conversation with the reader.

How do you adjust your copywriting approach when targeting different segments within the same market?

Adjusting the copywriting approach demands agility in message delivery. While maintaining brand consistency, I refine language, cultural references, pain points, and aspirations in line with each segment’s attributes. This requires an iterative approach of crafting, testing, and refining to ensure optimal engagement.

Crafting the message

What strategies do you employ to craft a compelling value proposition in your copy?

A compelling value proposition is crafted by pinpointing the unique benefits your product or service delivers. Emphasize these differentiators in a way that directly addresses the audience’s needs. Strategic positioning, persuasive subheads, and a narrative that aligns product features with customer gains fortify the overall message.

How do you balance the need for creativity with the need for clarity and conciseness in your copy?

Creativity and clarity are not mutually exclusive. By employing evocative imagery and metaphors judiciously, I cloak clear, straightforward messaging in creative expression. This ensures that the engaging nature of copy does not detract from its primary communication objective.

Testing and optimization

Can you discuss a time when A/B testing (or any other form of testing) significantly influenced your copywriting approach?

During a campaign for an e-commerce client, A/B testing headlines showed a stark preference for emotion-driven copy over feature-centric statements. This insight led to a pivot towards more emotionally resonant language across various platforms, significantly boosting conversion rates.

What metrics do you prioritize when evaluating the effectiveness of your copy?

Key metrics include conversion rates, click-through rates, and engagement levels, which collectively provide a cohesive picture of the copy’s performance. Reader feedback and time on page also serve as critical indicators of resonance and relevance.

Adapting to trends

How do you stay updated with the latest trends in copywriting and digital marketing, and how do these trends influence your work?

Staying updated requires active engagement with industry publications, forums, and thought leaders coupled with continual upskilling through courses and workshops. Trends often signal shifts in consumer preferences, and integrating them into your work ensures the copy remains fresh and aligned with current cultural currents.

In your experience, how has the role of a copywriter evolved with the rise of digital marketing and social media?

The role has evolved from crafting static copy to creating dynamic, multi-faceted content strategies that span across multiple digital platforms. Social media demands brevity and wit, while SEO requires strategic keyword integration – all within the same narrative scope.

Psychological triggers

How do you incorporate psychological triggers or principles of persuasion into your copy without appearing manipulative?

Employing psychological triggers must be done with subtlety and a genuine understanding of customer needs. Framing solutions in a way that naturally aligns with their desires and alleviates their pain points without exaggeration or coercion is key to ethical persuasion.

Can you share an example where understanding consumer psychology significantly improved the impact of your copy?

For a health supplement brand, leveraging the psychological principle of social proof through testimonials and user-generated content substantially improved trust in the product, driving higher sales figures.

Ethics and responsibility

How do you navigate the ethical considerations in persuasive copywriting, especially when promoting products or services with significant social impact?

Navigating ethical considerations entails steadfast allegiance to truthfulness, transparency, and the promotion of factual product benefits. I ensure any claims made can be substantiated and that the copy is never misleading.

In what ways do you ensure your copy upholds the brand’s integrity and public trust?

I ensure brand integrity by maintaining a truthful representation of products and services, respecting customer intelligence, and avoiding any form of manipulation within the copy. Incorporating feedback and promoting socially responsible values strengthens public trust.

Creative process and inspiration

Can you describe your creative process for coming up with fresh and engaging copy ideas?

The creative process commences with a deep-dive into customer insights, competitive landscapes, and brand values. Ideation sessions, brainstorming, and lateral thinking exercises generate an array of approaches, which are then refined to align with the communication strategy.

Where do you usually find inspiration for your copy, especially when faced with writer’s block?

Inspiration is often found in everyday interactions, customer stories, and emerging cultural phenomena. When writer’s block arises, stepping away from the desk and engaging in different environments or creative activities can rejuvenate the mind and spark new ideas.

Career insights

What advice would you give to marketers or entrepreneurs looking to improve their copywriting skills or integrate effective copywriting into their strategies?

Improve your skillset through continuous learning, practice, and receptive feedback. Stay attentive to audience reactions, as they are your True North. Moreover, always write with your customer’s voice in mind, and ensure every piece of copy has a defined goal and call to action.

Looking back, what is one piece of advice you wish you had received when you were starting your career in copywriting?

Focus on the reader. Early in my career, I wish I was advised to spend more time understanding who I am writing for rather than perfecting the art of writing itself. Knowing your audience intimately is the cornerstone of impactful copywriting.

A prompt readers can use in MECLABS AI

Thank you for the interview, Copywriter. I’d like to end the article with a prompt that readers can use when working with you in MECLABS AI, Copywriter. What prompt would you suggest?

AGENT: Expert in [Your Marketing Copy Need].

CONTEXT: Assisting in [Specific Aspect or Goal of Your Marketing Effort].

NAME: Your liaison is MECLABS AI – Copywriter Version.

TASK: Apply MECLABS principles and insights to enhance the potency of your [Type of Copy].

STYLE: Respond in the manner of [Audience Preference or Industry Standard].

FORMAT: Provide feedback or suggestions using bullet points/lists, paragraphs, or actionable steps as deemed most effective for comprehension and implementation.

CHALLENGE: Share a specific challenge your copy is facing or an area where improvement is desired.

This prompt invites readers to engage directly with MECLABS AI, providing a gateway to a personalized, research-backed approach to elevating their marketing communications.

Related Video – Watch Flint use the Copywriter expert assistant in ‘Harnessing MECLABS AI: Transform Your Copywriting and Landing Pages’

Related Video – The Implied Value Proposition: Three ways to transform your sales copy

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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