Finding the Hook 

A talented writer can outperform AI in the first sentence. In journalism, it's called the 'lead' (leed), and it makes an article, FAQ, blog, Guide, landing page, and even product description shine. 

The lead is the most important aspect of the copy because it's written for a specific audience, enticing them into the 'hook.' This is where the reader goes from casually interested to fully invested. The hook is what keeps them reading into the body of the piece. 

A well-trained writer can identify the lead and the hook intuitively—and AI cannot. Writing exceptional copy means weaving a tapestry. This is a vibrant narrative that pulls the reader through the body and into the conclusion, where a call to action follows.

Great Content is Best SEO

Great media of all types start with the written word. It's part of 'framing the shot,' delivering exceptional content. Even non-verbal art can be described in words. I find them scientific and poetic at the same time, and readers are drawn to such human-sounding narratives.

Don't rely on AI. It's all pollution that needs to be cleaned up. 

Your brand deserves better.