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Deepfakes, Paradoxes, and AI Copywriting
May 23, 2022

Welcome to GP—where you get the best marketing trends and insights—minus the B.S.

Here are 3 emerging nuggets you should be keeping your eye on this week:

  • 👾 Deepfake Videos: Companies like DeepWord let you turn a script into a personalized video. The applications here are extensive and valuable—and ethical as long as you’re not an evil mastermind.
  • 📏 Measurement Paradox: New research shows us that we get less satisfaction from activities that we track versus those we don’t track. There are implications here for products that use self-tracking mechanisms and marketing campaigns that utilize feedback loops.
  • ✍🏼 AI Copywriting: Computers are beginning to write better than humans—but don’t start cursing Skynet just yet. Jasper.ai is leading the way.

👾 Deepfake Videos

In 2018, Jordan Peele hit the headlines after he released what’s known as a “deepfake” video of President Obama. In the video, he freely admits that the real president never recorded the video—but the point is to warn the public to treat videos on the internet with a skeptical eye.

These days, the technology has improved in such a way that you can create your own deepfake videos without the need for an expensive video studio or editing team. Companies like DeepWord and Synthesia are offering the service for low monthly fees. 

Now, the obvious question is why would you want to do that?

The answer is the same reason companies put name placeholders in the opening line of their emails—personalization. Personalizing content is a great way to capture attention and boost engagement. 

Video is already the best way to increase engagement. Imagine being able to send a welcome video to every new customer—and each customer sees a unique video that states their name in the opening line. Or explains how to use their new product using onboarding data collected at checkout. 

These applications will continue and go deeper than simple merge fields in emails. Keep an eye on it, and try it out for yourself.

🔮 Prediction: By December 2023, deepfake videos will have direct integrations into major CRMs like Salesforce, Hubspot, and ActiveCampaign.

The Measurement Paradox

If I were to tell you to wear a pedometer for the day, odds are you’d walk more—BUT you’d also enjoy walking a lot less than if you weren’t wearing the pedometer. This was an experiment that university researchers ran with a group of 95 students. The findings impact what we know about gamification.

You’ve probably heard Peter Drucker’s quote that states “what gets measured gets managed,” right?

Well, have you heard the entire quote? Here it goes:​​​​

“What gets measured gets managed, even when it’s pointless to measure and manage it, and even if it harms the purpose of the organization to do so”.

This is a sober reminder that there’s a tradeoff between enjoyment and performance. If your goal is to increase the enjoyment or happiness of your customers, you may have to pull back on tracking them, or at least with giving them feedback on their performance. ​​​​The idea is to get them into the present and not thinking about how well they’re doing.

​​As Cognitive Lode puts it: It’s well studied that external rewards undermine intrinsic motivation, but now we know that the act of tracking can also impact it by reminding us of the output, making the activities seem like work. Thus, not everything that can be measured should be measured.”

✍🏼 AI Copywriting

We’re getting to the point where artificial intelligence is beginning to write better than most human beings, and it’s offering some new opportunities for businesses. Before I go into detail about that, I want to demonstrate what the technology can do. Here’s an example of a complex sentence I wrote and a similar sentence written by Jasper.ai based on mine:

ME: Gardening isn’t for everyone, but for those with a green thumb, it’s a rewarding practice.

JASPER.AI:  Gardening is a rewarding practice for those with green thumbs. Those who enjoy the outdoors and being active can find plenty of ways to get their blood pumping while they’re outside working on garden projects, whether it’s weeding or planting flowers in your yard!

Obviously, this platform is pretty good. It knows what it’s doing when it comes to single sentences. Very helpful for social media reposting efforts.

But how does it stand up to hard-hitting direct response copy?

To test this out, I’ve chosen the Personalized Cold Emails template in Jasper and filled in the following required fields:

Tell us about your product: Weekly paid newsletter that keeps business leaders up to date on the latest trends and most important insights in the world of marketing.

Your ​Product Name: The Goldpan Report​​​​​​​

Context to include in the email: I saw you followed Seth Godin on Twitter

Tone of voice: Friendly

I click the “Generate” ​​​​button and it spits out three different emails. Here’s the first: 

Hey FIRST_NAME,
​I noticed that you’re interested in marketing and follow Seth Godin on Twitter. I’m a big fan of his work, too​​.
​I wanted to let you know about a weekly paid newsletter I publish called The Goldpan Report. It’s the latest​ trends and most important insights in the world of marketing, delivered straight to your inbox every week.
Would you be interested in reading it? I think you would find it valuable. Let me know what you think!
Sincerely,
YOUR_NAME

The coder in me now sees how a platform like this could operate if given a few simple templates, so just to see what would happen, I went through the process again, with the same inputs, and clicked “Generate” again. Here’s the first email that popped up:

Hi FIRST_NAME,
I’m a big fan of your work and I noticed you follow Seth Godin on Twitter. I’m guessing you’re interested in marketing?
If that’s the case, then you’ll want to check out The Goldpan Report. It’s a weekly paid newsletter that keeps business leaders up to date on the latest trends and most important insights in the world of marketing.
I think you’ll find it valuable. Here’s a free trial so you can see for yourself: [LINK]
Thanks for considering,
​YOUR_NAME​

Okay, not bad! The other two emails that were generated were even better. Here’s #2:

Hi FIRST_NAME,

I noticed that you’re following Seth Godin on Twitter. I’m a big fan of his work too. In fact, I’ve been reading his blog for years.

Have you ever read his book “The Icarus Deception”? It’s one of my favorites. In it, he talks about the need to be constantly learning and evolving your skills as an artist.

I think the same philosophy applies to business leaders. That’s why I started The Goldpan Report, a weekly paid newsletter that keeps business leaders up to date on the latest trends and most important insights in the world of marketing.

It would be great if we could chat for a few minutes so that I can tell you 


Clearly there’s value in a platform like this. So this begs the question: are all sales copywriters going to be out of a job? 

No, of course not. And they won’t be for some time. Long-form sales copy, one of the hardest gigs out there, is still out of reach for platforms like this. But given time, anything is possible. So never say never.

In the meantime, play around with Jasper or some other AI copywriting tools. At the very least, they’ll save you a lot of time writing social media posts and coming up with blog post ideas.

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That’s all, folks. Hope you enjoyed this week’s Goldpan Report. Keep up the good work!

Dan

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Dan Russell

Editor—Goldpan Report