When anyone with a computer and access to a good generative AI program can create content, how do writers distinguish themselves in a crowded space? Be more deliberate about word choices.
We know that AI can create writing that is generally grammatically correct, but the content it generates are often unremarkable and similar to many other articles, also written by AI. They don’t bring words to life the same way that a human writer can. Can you imagine an AI coming up with a sentence like “Call me Ishmael,” or “It was the best of times, it was the worst of times.”?
For business communications, especially in the insurance industry, nuance and context are more important than ever. You can often tell when an AI created a first draft, if not the entire piece of content, and no human has reviewed it. AI tends to err on the side of caution and choose “safe” words and phrases, for example, “it’s worth noting” or “I’m pleased to announce …” Thoughtful writers, on the other hand, choose words that are more precise and convey feeling as well as meaning. Consider something like, “Did you know that only 4% of homeowners nationwide have flood insurance, according to FEMA? Are you among them?”
Readers don’t always register good word choices versus mediocre ones, but their behavior tends to change. They engage more with clear, nuanced content. Think about the last time you clicked on a story because the headline caught your attention and told you something new or different. One of the most famous headlines in the NY Post sold thousands of newspapers: Headless Body Found in Topless Bar. Headline writers and those who create clickbait have always known that words matter.
Once you get past the headline, however, what keeps you reading? Did the writer hold your attention with engaging language? Did the writer show, not tell, you the point of the content?
To make your writing stand out from a sea of AI content, consider these tips:
- As you write, ask yourself whether you’ve used the right word or the one that’s “vanilla” or expected.
- As you revise, replace common verbs and adjectives with words that are more precise, for example, built versus constructed.
- Look for words or phrases that you use repeatedly without being aware of it.
- Use the thesaurus if you are having difficulty thinking of an alternative word choice. Most word processing software has one built in, and they’re freely available online.
- Remember what editors have done for centuries: Read your work out loud. You’ll think of better word choices than you would have by merely reading silently.
Rosalie Donlon is the managing editor of Aartrijk. She can be reached at rosalie@Aartrijk.com.
