Happy Wednesday 💕

 

Today we're talking about how your website is losing you clients, why you probably need to take a vacation, and how AI is going too far (again!)

 

So, grab your drink of choice (recommending a double espresso, ofc) and get ready for some hot copy over ice ☺️

 

 

This week, I saw an ad by an AI company (a big name, but I haven't been able to find the ad again because it's regional, and I'm not going to risk getting sued, but when I DO find the ad - I'll name drop in my next newsletter).

 

Every other ad I've seen for AI phone tools have been reasonable – ask it for updates on the weather, get it to translate for you in real time – whatever.

 

But THIS ad??? 

 

 

And sorry, but like – wtf???

 

In the ad – they were asking for advice like “Help me plan a first date that doesn't feel too try-hard.”

 

How. HOW??? 

 

It's not a human. How tf is an AI chatbot supposed to know what is try-hard and what isn't? How is it supposed to understand the nuance of human experience when it's not human??? 

 

I'm usually not super anti-AI – but what I think has made me so grossed out by this ad is that this is basically an acknowledgment of what AI companies have been trying so hard to convince us won't happen –

 

AI is meant to replace humans – in all ways, at all times. 

 

Not just at work, not just in creativity – but even in the most intimate, delicate parts of the human experience.

 

This ad has definitely given me the ick, and I guess the ‘gossip’ part of this is that I now think the world's biggest company needs a new ad manager ☕👀

 

This week, I wrote a piece for a well-known publication where I reviewed a hotel. And, as part of this, I needed to source images directly from the hotel.

 

However, they did not have a media kit linked on their site, or a contact email. 

 

Nothing but an email for reservations.

 

It took me over a week, and contacting them via email, Instagram, LinkedIn, and WhatsApp, for me to get a response and eventually get images to include in the article.

 

Now, this is a GOOD magazine. And this is really, really good publicity for the hotel. But because of having to wait on a response – I almost missed the deadline, and the piece almost got cut.

 

Which means the hotel almost lost out on free publicity.

 

Now, a website copywriter (👀) would have told them to add a media kit. 

 

And a publicity email. 

 

And a section that answers the questions a magazine might have. 

 

Because that's what website copy does – it answers your audience's questions for you – (so you don't have to respond to desperate WhatsApp DMs on a Monday morning!)

 

So – hot take? Not working with a website copywriter and letting your site be ‘just fine’ is losing you opportunities, and your website is actually costing you business.

So one thing about me is, I will always, always deliver. 

 

I know there are a lot of conversations about boundaries and knowing your value, but I do feel like sometimes business owners veer into being unprofessional with it. 

 

There's a difference between setting boundaries and not actually delivering, so for me, I will move heaven and earth to make sure a client is happy at the end of a project. 

 

One time, (like, yearssss ago) I worked on a web copy project where my client didn't LOVE the voice…🙈

 

She liked it, but wanted it to be a bit more playful. Her clients were very corporate, so I had misjudged her brand a bit when planning the voice, but honestly, that was on me for not asking enough questions. 

 

 

But – this is also why I include at least two revisions for free with each project. 

 

If you are paying for something – you deserve to get exactly what you paid for. 

 

I don't agree with charging people extra if they aren't happy – it's just not ME. 

 

Luckily, with this client, we got her perfect voice on the second draft and she still has this copy up on her site today! ☺️ 

 

I'm always obsessed with something, but this week specifically, I can't get enough of:

 

✨ Tangle Teasers (I used to have one of these hairbrushes, and lost it. I don't know why I went so long before replacing it because they are MAGIC!!! My hair gets sooo tangled really fast, but they just glide through it. But – only get the original brush – NOT the one with the handle. I tried that one and it sucked!)

 

✨ This Episode of BTL's Podcast (So, spoiler – the girl she talked about with the #desperateloserenergy is me!!! And I LOVE this episode – I'm not the most woo-woo person, but this episode just clicked with me!)

 

In my last email, under client stories, I shared a testimonial from my gorgeous client Francesca. 

 

This is a great way to show people what they can expect from working with you – and this works especially great during sales campaigns! 

 

A lot of people connect with the human aspects of marketing more than numbers or figures – so sharing some stories or results from real people is a great way to show those people they can trust you.

 

And – like me – you don't HAVE to save these for sales emails – you can use them wherever, if it makes sense. 

 

I like to use them a lot because I know the actual experience of working with me matters to people as much as the process or results – copywriting is a very vulnerable thing.