There’s been a lot of talk lately about companies developing software that can write copy.
Naturally copywriters are both a bit skeptical and a bit nervous that, if the software works, it will put them out of a job.
The copywriting software company getting the most PR is Persado. A recent Wall Street Journal headline boldly proclaimed: “Persado Raises $21 Million to Replace Human Copywriters with Computers.”
But as it turns out, the media 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.
David explained to me that the Persado algorithm is limited to creating persuasive sentences with a maximum length of 600 characters. So far it is used mostly to write e-mail subject lines and text messaging for mobile marketing.
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What happens is the software sends e-mails with thousands of different subject lines to a marketer’s e-list. A lot of Persado customers are large online retailers. They include Neiman Marcus, Overstock.com, and American Express.
Within these many versions and permutations of a subject line or mobile message, the software is able to measure response and test short phrases and even single words.
Then the algorithm composes new subject lines incorporating the winning words and phrases.
Armed with this tested database of results, the Persado software can indeed compose or “write” subject lines and other persuasive sentences, such as calls-to-action, that beat copy written by humans.
Rather than competing with human copywriters, which Persado does not do, it is a tool that we copywriters could actually use to our advantage