It has been a while since I felt compelled to write one of these reviews calling out Internet Marketing bullshit.
(I honestly don’t like doing it, and would prefer not to.)
But then it has been a while since I saw anything quite like this email I received today from Internet Marketing guru Russell Brunson, with the subject “want ME to write YOUR copy?”
Here’s the subject line.
And here’s the body of the email.
Now I’m not guessing that this email was spat out by the magic software. It’s well written.
The subject line makes you think, “Hey, really? Russ is gonna write my copy?” which gives you a reason to open the message.
And it gives you the familiar market trader patter of setting up the usual massive price, before saying, “But wait. Now you don’t have to pay a fortune!” plus “Usually this would be out of reach, but not anymore!” All good, tried and tested sales copy.
I don’t have a problem with any of that.
I don’t have a problem with the fact that Russell is claiming that someone had to give him equity in order to write copy for them. I’m sure that happened, although in reality it was probably far more of a happy joint venture.
No, my problem is with the proposition itself. The idea that ANY software can actually WRITE COPY.
It’s bullshit of the highest order. The only way I can really describe the supremacy of this bullshit is to borrow a line from Pulp Fiction.
It’s not just bullshit. It’s fuckin’ batshit-crazy madman bullshit.
Why? Because anyone who’s written copy, whether it’s good or bad, knows how hard it is, how complex, and subtle it is. And how every piece is a brand new challenge.
The process is as human as things get! There is NO SOFTWARE that can WRITE good copy, period!
Good copy means fully and intimately understanding the audience, the product, the offer, the feeling you want to create, how to generate curiosity or intrigue or whatever hooks you’re going to use to get people to keep reading. It is really, REALLY difficult.
Red Smith was asked if turning out a daily column wasn’t quite a chore. …”Why, no,” dead-panned Red. “You simply sit down at the typewriter, open your veins, and bleed.”
So the idea that software can WRITE even basic copy effectively is preposterous. Why? Because there’s no software anywhere that can empathise with human emotions. End of story, goodnight, sweet prince.
So for Russell to say “THIS is the next best thing to having ME actually sitting in your office writing copy for you!” is not just hyperbole; it’s a blatant LIE. I bet my ass that ANY moderately talented copywriter can out-perform Russ’s machine.
So What CAN Software Do?
I’m not saying Russell hasn’t created something that can churn out words. Clearly he has.
(And he isn’t the first. Black-hat SEOs have been using software to chew up content and vomit it back out over the web for years. The bastards.)
But that’s not the same as copy. “Copy” is the result of a creative process. Humans can create things that elegantly balance the super-complex factors of psychology, emotion, imagination, and legal responsibility. Computers can’t, and won’t be able to for a while.
Let me predict what this magical “mechanical Turk” will turn out to be. It will be a template system that asks you a bunch of questions, then spins out some familiar-sounding wordage using your responses. And will miss the mark, by a long way.
If you’re going to go to the effort of answering all the questions you need, and you really don’t have the writing gene, you would be better off taking that time to put your answers down on a brief and giving it to a third-rate copywriter on Fiverr. I’m certain you you’ll get better results.
What Else is Out There?
A quick search revealed this article by Bob Bly that talks about an alternative software solution called Persado, which had just (July 2015) raised $21 million to take their product to market.
Persado seems to be far closer to the kind of AI copy-writing software that you might be expecting. It uses algorithms to help it compose a range of copy, but even then it can’t actually write.
From the article…
But, as it turns out, the WSJ misinterprets what Persado’s software is really doing. So let me set the record straight, based on a recent interview I conducted with Persado CMO David Atlas.
First, the software does not write copy in the sense that you or I might write a sales letter, ad, landing page or brochure. It cannot do what we copywriters do — yet.
Atlas explained that the Persado algorithm is limited to creating persuasive sentences with a maximum length of 600 characters.
So far, Persado is mostly used to write email subject lines, Facebook ads, text messaging for mobile marketing and short-form landing pages.
“Persado solves a mathematical word puzzle to figure out the best sentence,” says Atlas. “It automates the creation of small sentences optimized for persuasion in digital marketing that drives action.”
What’s Your Problem, Ben?
I love to see people innovating, solving problems in new ways, and making money selling those solutions. Bravo to every entrepreneur and inventor out there who does that.
But when I see people peddling so-called “solutions” that promise to solve problems that are as challenging — and as important — as marketing, when those “solutions” are merely patterns that have proved effective in a few cases, and pitching them as UNIVERSALLY effective, that’s where I lose my shit.
I’ve railed against cookie-cutter marketing solutions in the past, and I’ll keep doing it as long as people are losing money on them.
For example, I literally just got off a call today with a group of people who are promoting a technology that could transform the world. They invested time in studying (wait for it) Jeff Walker’s Product Launch Formula, and followed the system thoroughly.
No sales. Not one. The previous 2 times they sold this product, they sold over ten units (it’s a fairly high-priced training). This time, after months of work to follow PLF, zilch.
Why? Because Product Launch Formula doesn’t always work! There is NO FORMULA, there is no special sauce, no cure-all, no magic fucking beans, no answer to YOUR marketing challenge… because YOUR marketing challenge is UNIQUE!
Anyone who says there is a one-size-fits-all solution to marketing is
a) lying, and
b) about to try to sell you one.
So yes, Russell Brunson’s team have created some software. It is probably the result of months of cutting up previously successful copy from a wide range of campaigns. It has probably taken months of programming. It will certainly spit out copy in response to what you give it.
And it will fail.
I would like to see this software in action. If it really can write great copy, I will eat my hat, retract this post, and will go on record proclaiming Russell Brunson as the saviour of marketing.
(Update: I’ve now seen it in action, and it cannot create great copy. My hat is safe, hooray!)
I’ve got nothing against Russ as a person. The first time I came across him was a couple of years ago when I saw a video of a presentation he gave, and I found him immediately likeable and authentic.
I can’t remember the details of what he was talking about, but I remember sharing it with my group at the time saying, “I think this guy could be one of the good guys” because it definitely struck me with its integrity. And I know Russ has worked very closely with Dan Kennedy, who’s one of the smartest marketing minds alive.
So, before the trolls are released (as they always are) let me say this isn’t an attack on Russ, it’s a comment on the prevailing habit that many Internet marketers exhibit to extrapolate a product or service’s ability that works in some cases and claim that it could work for everyone. It can’t. Marketing isn’t like that. Sorry.
I’ve just been through a previous recording of Russ’s sales webinar where the product is actually demonstrated, which I found with a quick web search.
It’s called “Funnel Scripts“, costs $297 (at least that’s the “buy it now before it disappears” price offered at the end of the webinar), and it does exactly what I thought it would…
You enter a few details (main benefit 1, main benefit 2, main obstacle, etc.) and it spits out basically a document that slots your words into many combinations of boilerplate text (along with a bunch of other outputs like webinar presentations). So it’s basically a “fill-in-the-gaps” copy spinner.
For what it is, Funnel Scripts seems very good. But the problem is, what it is is not what it is being pitched in this email. It cannot replace a skilled copywriter.
The makers do not promise that Funnel Scripts will produce your final copy. In the webinar, they stress that all copy needs to be edited and tweaked, so you should expect to rework it to some extent.
If all you want is basic, generic, shallow, and narrow sales copy, this product WILL spit that out for you more quickly than writing it yourself, and probably more cheaply than hiring someone to write it for you.
If your market is relatively naive and dumb, that may be cost-effective, so go for it. If your market is sophisticated enough to have seen a range of similar generic sales copy before, it may not work so well.
If you know beyond doubt that your offer does not deserve its own custom strategy, this could work for you. But I can’t think of any offer I’ve worked on recently that fits that description. Even if you need to do something as basic as tell your offering’s origin story in an original way, you’re way beyond the scope of Funnel Scripts.
If your product and/or your market require particular insight (beyond the basic, brash, bold claim aimed at the unsophisticated impulse buyer), that will require close attention and the software can’t help you.
The end result will never be as good as copy that has been expertly crafted. The reason is that this software solution provides, by its nature, what is basically a relatively dumb process. As I’ve said, nobody can write software that can actually write copy, make it fit-for-purpose. All it can do (at least at this price) is automate a fill-in-the-gaps template.
To propose that this software means you don’t need to be a good copywriter or hire a good copywriter, or that it’s anything LIKE having a good copywriter write your stuff is disingenuous beyond measure, at least for 99% of us.
In other words, if you’re selling magic beans, go for it.