Is the Age of Copywriters Over?

by elmo033057 83 replies
Looks like Goldman Sachs is investing $30 Million into software that's already churning out copy that's better than human copywriters can.

Weve run 4,000 campaigns and our average uplift on conversion rates is 49.5%, Baciu boasted. That includes all types of messaging, from up-selling, to cross-selling, to (Im assuming) just selling."

Even though the developers are saying that they're 20 years away from blogs and longer articles, GS would not be investing 30 Million into the technology to just make short ads.

Anyway, you can read the good news here: Copywriter Software

Elmo
#copywriting #age #copywriters
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  • Gotta figure the mercurial always got the edge over the mechanical.

    Prolly whatcha got here is a super-sophisticated closed loop.

    Remember: Indy's whip only resembles a lasso when it is coiled at his side.

    (I do not know what that means, btw, but I am leavin' it here as a marker for 2037 jus' in case the super bloggo computer randomly quotes me.)
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    Lightin' fuses is for blowin' stuff together.

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  • Profile picture of the author GordonJ
    Originally Posted by elmo033057 View Post

    Looks like Goldman Sachs is investing $30 Million into software that's already churning out copy that's better than human copywriters can.

    Weve run 4,000 campaigns and our average uplift on conversion rates is 49.5%, Baciu boasted. That includes all types of messaging, from up-selling, to cross-selling, to (Im assuming) just selling."

    Even though the developers are saying that they're 20 years away from blogs and longer articles, GS would not be investing 30 Million into the technology to just make short ads.

    Anyway, you can read the good news here: Copywriter Software

    Elmo
    GS would not be investing 30 Million into the technology to just make short ads.

    HA, ha and ha. The biggest losers in history are the guys who look at what some stupid company like GS does with it's money and think:

    they must know what they are doing, right?

    HA (Enron)
    HA Tuzman, formerly of GS HA HA
    HA eXcite turned down google for 750k BIG HA
    HA TerrAlliance GS big loss
    HA Cerveva Networks GS bankrolled
    HA Goldman Sachs, the largest Welfare Recipient in US History

    yea, these guys know what the future holds...

    HA!

    GordonJ
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  • Profile picture of the author outscrape
    Decent content isn't hard to replicate at a very niche level. Try out the new age BS generator: http://sebpearce.com/bullshit/

    This is just a spinning program with nested synonyms and sentences.

    Replicating human-written text is one thing.

    http://www.npr.org/sections/money/20...-story-who-won

    Making it good, unique, or original is another.

    Copywriters might have to make a better case for themselves down the road, but in terms of taking in new information and spitting out content, the human brain will probably be the best machine for the job for our lifetimes.
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  • The most basic copywriting tasks--renew subscription emails, really short PPC ads, taglines--can probably be automated with AI based on current technology.

    Long form stuff, or anything advanced/cutting edge?

    I really doubt it. The article says that the app is based on the 'most commonly used phrases in digital marketing,' but high level copywriting is about writing something new that nobody has done before. I can't see AI doing that any time this decade.
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  • Profile picture of the author NewParadigm
    long term capital management and bernie madoff had magic unknown black box systems that guaranteed profits too
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  • Profile picture of the author RogozRazvan
    The threat to copywriters ... and copywriting as a profession doesn't come from this piece of software.

    Instead, it comes from three other directions:

    #1 - The change in delivery mediums. Direct mail evolved into web sales pages. These in turn evolved in video sales page. Up to this point, they were reliant on the power of the written word. However, with the advent of VR, there is a shift from copy to experience. Once technology allows us to touch, manipulate, experience the product, once dimensionalized benefits become 3D life like experiences, then some aspects of copywriting will become obsolete.

    #2 - The extremely low barrier to entry. Everyone is a copywriter now because copywriting is not regulated. If you claim that you know Java Script, there are ways to prove it. If you claim you are a designer, there are ways to prove it. However, most potential clients do not know the difference between good copy and bad copy and sophisticated buyers are a small crowd.

    For most clients, there is no objective standard to test someone's copywriting skill. Instead, they rely on how they subjectively like the copy and the writing style. However, I don't think many clients judge the copy using questions like "How effective it was the theme?" or "How many proof elements are used?".

    #3 - The shift in how sales are made. For almost a century, the system was simple. The lead received a sales letter. He read it. If he liked it, he bought. Now things are getting a bit more complicated. Most sales are done within a funnel. The offer matters more than it ever did before. In software application (ex: games), there are employed rather sophisticated cross-selling devices (like receiving 10.000 "gold" if you install a piece of software and you play up to a certain level).

    This means that while copywriting is important, technology is used more and more to make the sale.

    I don't think copywriting as a field will go extinct. However, I don't believe that the field of pure copywriting will remain alive either. I think it will get merged with marketing and CRO and a copywriter, instead of focusing on writing copy, he'll focus on generating conversion. He'll employ tools from writing to video to analytics to behavioral tracking to big data to help businesses sell.

    So not so far in the future, a copywriter will be a conversion specialist, combining several fields as opposed to a wordsmith.

    Best regards,
    Razvan
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    • Profile picture of the author elmo033057
      Rogoz,

      Man, you have really thought this through. I think you're right, things are going to change and probably become more complex. If you look at writing since the advent of the home computer, you'll see that there are many aspects of writing that have totally changed. We have all of those different mediums you spoke of and then some.

      Anyway, I couldn't say any better than you just did.

      Thanks for a great reply!

      Elmo
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    • Profile picture of the author cynthiaSEL
      Originally Posted by RogozRazvan View Post

      I don't think copywriting as a field will go extinct. However, I don't believe that the field of pure copywriting will remain alive either. I think it will get merged with marketing and CRO and a copywriter, instead of focusing on writing copy, he'll focus on generating conversion. He'll employ tools from writing to video to analytics to behavioral tracking to big data to help businesses sell.

      So not so far in the future, a copywriter will be a conversion specialist, combining several fields as opposed to a wordsmith.
      That is a good insight for what to do next as I learn! I need to pay special attention to noticing what converts in all aspects of business. Copywriters seem to be masters of taking attention and turning it into action.
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      By the way, if you're struggling with your online business and you just need a pick me up click here: http://www.persistentgrowth.com/wf

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