Episode 197 - Interview with Scott Bywater

Visit http://JohnBlakeAudio.com to Learn How to DOUBLE Your
Enquiry-to-Sale Conversion with The Lead Flow You Already Have.


In episode 197, we had an enlightening chat with copywriting
expert Scott Bywater about leveraging AI tools like ChatGPT to
improve email campaigns and sales messages. With over 20 years
crafting high-converting copy, Scott provides thoughtful advice
for harnessing AI without compromising quality.


While AI can generate text quickly, Scott explains it lacks real
understanding. He uses ChatGPT to spark ideas but still relies on
human editing and expertise. His process includes research,
client interviews, developing a copy strategy, and writing a
draft fast to get words down. 


Scott then edits ruthlessly, cutting and refining to create
tight, compelling copy. He says the real mastery lies in editing,
not initial writing. Without foundational copywriting skills, AI
output will be generic and ineffective.


To make AI more useful, Scott recommends feeding it transcripts
from client calls along with clear instructions, samples from top
copywriters, and specifics like "Write this as if you're _____."
This structures the creativity.


We discuss the common mistake of writing headlines first, which
constrains ideas. Scott advocates writing the full copy and
creating headlines last when your subconscious has absorbed the
content. This unlocks breakout headlines you'd never conceive
otherwise. 


For email subject lines, Scott often identifies the most powerful
hook buried deep in his draft copy, then uses it as the subject
and adjusts the opening accordingly. Writing this way leverages
AI creatively while retaining human nuance. 


Scott shares tactics for launching online courses, from
drip-feeding teasers to special pre-launch incentives building
scarcity and excitement. He structures launches like
direct-response sales letters with compelling sequencing. 


While AI has limitations, Scott sees its ability to enhance human
creativity and productivity. But we must first dedicate ourselves
to mastering foundational skills, from research to editing. AI
augments human ingenuity rather than replacing it.


We found Scott's balanced perspective on integrating AI into
copywriting refreshing. 

Listen to this episode and embrace the possibilities while
navigating the fine line of not leaning too heavily on the
convenience of AI content creation.


To DOUBLE your lead-to-sale CONVERSION with the leads you already
have, go to http://JohnBlakeAudio.com for his exclusive,
free, no-fluff, audio training and companion PDF guide.
Inside you’ll get word-for-word email follow-up templates, phone
scripts, and more that you can put to use today.