Episode 348 - Why Human Copy Beats AI Content with Michelle Poirier

Yeah, I've seen that you prefer solving problems than selling products.

So it's... it's down to what people perceive is what others are needing or looking for, isn't it? And it's just frustrating that people think just putting up regular posts is enough.

It needs to be good quality.

So let's talk about the copy, which is the website words.

What do you think is the biggest mistake that you see businesses making with their website copy?

So easily the biggest mistake that I see over and over again is is that people are talking to their, I'm so sorry.

Can you hear my cat in the background? It's cute.

I am so sorry.

It's fine.

So the biggest mistake that I am seeing people make on their websites by far and large is that they're talking to their peers, but that's not who you're going to sell to because those people are in your industry.

They know the jargon.

they don't need your help.

They know what you know.

And when you become...

I'm so sorry.

They're usually not this active.

So when people become an expert in their field, they tend to forget what it's like to be at the beginning when there's a million things being thrown at them, all of this jargon, they don't necessarily know how it actually turns into revenue.

And because of that, they forget how to talk to the people who actually need their help.

And those are the people who aren't necessarily going to make the connections that are now obvious to you because you've been in the industry and you've been an expert on that for so long.

So you need to make those connections for them.

They're not going to necessarily understand the jargon or why it matters.

So you need to put it into words that are actually going to make sense for people who are, they're lost, they're overwhelmed.

They don't need to know about schema or, you know, um, back end stuff, software, or the psychology, even they just need to know, I have a problem, can you solve it? And I think that's where people get lost in the, they focus on like the features, and not necessarily what those features will resulted because at the end of the day, people don't actually care what the features are, they just want a specific result.

And they need to know, you know, it's great, it has those features, but is this going to give me what I need? Yeah.

I think you're sort of verging on the saying features tell, benefits sell.