#LeadandLift | Episode 60 | Rob Fortier
Writing well is essential for today’s digital economy world. Communication is one of the most important aspects of life and email messages, newsletters, blog posts, or even video scripts are all an aspect of communication in the written form.
However, many of us have a lot of hang-ups when it comes to writing. Maybe you’ve been told that you don’t write well or maybe you’ve been taught in school to write a certain way but it just doesn’t seem to resonate with you, whatever the reason is, it’s never too late to improve.
If we don’t strive to improve in writing content and messages, our pages, social media, and our business will suffer. Good thing we have Rob Fortier in this episode of Lead and Lift to teach us how to improve and why improvement is important.
There is a new AI tool today that’s creating a lot of traction called ChatGPT, a chatbot that is programmed to respond in a conversational way to questions. It’s able to suggest topics, headlines, or paragraphs. It’s very advanced and very promising, however, it is not capable of fully replicating the human element in writing.
Rob said that it would be good for writers to embrace this AI tool. Embracing in this sense means utilizing it to enhance your own writing, but not to completely let it write everything for you. As a research tool, it’s amazingly fast and it can write decent content. It’s a good starting point for somebody who is just starting out in writing.
ChatGPT right now has many limitations. One huge limitation it has is that there is no feature yet that lets you know which sources it is specifically gathering the information from. That means you can’t absolutely rely on it when it comes to facts. You either have to have some form of mastery over the topic you’re writing about as you are using the AI or do more research about it in order to fact-check ChatGPT’s generated response.
In order to use ChatGPT in the most effective and most responsible way, you’ve got to use it and let its responses spark ideas in your head then run with those and create your content the way that you do. Use it as a spark, but not as the whole flame.
Rob said that “from an entrepreneurial standpoint, the thing that makes us be able to have clients and have a business is us.” There are millions of people that do what you do and they decide to choose your business because they like you. People hire or buy from people that they like, trust, and respect, someone they can relate to and someone who can understand them.
One other thing that should keep you from solely relying on ChatGPT to write your content is that Google can detect AI-generated content. There are AI sites that rewrite the content that ChatGBT writes and google could tell.
ChatGPT can’t replicate your personality, it can’t be you and that is its biggest limitation. Rob said that the AI tool is safe to use as a research tool or a jumping-off point, but “we still need that human touch to make it relatable and have emotion so that other people can relate to it.”
It also doesn’t know your people. Only you, as the expert, truly know who your people are. You have to make sure that the tone and the quality of the material are tailored for your people, otherwise, they’re going to wonder whether someone’s taking over your website or social media. That’s something that only you or a copywriting expert who is working with you can do.
You have to sound like you because that’s what people want. They want your personality.
Many of us struggle with writing up an email sequence even if we do fine when replying to people. That’s because we forget that an email sequence is just communication and that it is a conversation.
The trick, as Rob explains, is to stop thinking about it as this burdensome thing but as a conversation chopped up into multiple segments.
First, think about what you want the end result of sending an email sequence to be. Start with the end goal and create a process of how you want to take your customer on the journey to get there.
Talk about the issue that you know they are having, talk about their challenges, or even maybe things they might’ve tried before but haven’t worked. After describing the problem, offer specific resources whether it’s created by you or if it’s from another place. Have the mindset of always striving to provide value and build relationships with your people.
The biggest question you’ve got to ask yourself is this: “what is the biggest problem you solve for people?” That is what people pay money for.
If you can't identify the problem, then you're facing this uphill battle of trying to convince somebody to buy something, as opposed to showing them the path to solve something that they have been struggling with.
Convincing somebody is different from showing somebody the path to get to what they want or need so take note of that.
It’s also important to understand that we are emotional creatures. In order to create engaging content, you’ve got to dig into how your people are feeling. Identify their struggle and challenges, and agitate it a little bit. Get them riled up and then introduce your solution.
You’ve got to get people to do something by the end of your message. Always have a call to action. It doesn’t have to always be a “buy now” button, it can be further resources or a message letting them know that they can reply with their thoughts and that you are open to further communication.
Marketing is different now. It’s no longer just about talking to people it’s now about talking with them and having a conversation or interaction. You have to open the door and let them know that it’s open. Show people what the next step is, otherwise you’ll be doing them a disservice.
Lastly, remember to keep your voice in mind when you are constructing your content. You are a person and people like to listen to people, they want to see that you are human too. Having that human element keeps them invested in what you do and what you say.
Rob leaves us with this advice: done is better than perfect. You can have the best ideas but if you never get them out of your head, if you never hit that “send” button, it’s not going to help anybody.
Focus on small ways that you can keep your momentum going. Set a goal, schedule it, and then execute it in whatever state that it is in by that deadline. Don’t waste your time building an email list if you’re not going to talk to your people.
Let go of perfection and keep practicing. The only way to get better at writing is to write. Don’t just think about it, don’t just study about it, put it into practice. Just start writing!
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