Sharm Tank Vol. 28

Author

Nik Sharma
May 31, 2024

Happy Friday,

Normally I ramble on a bit before getting into the meat and potatoes of the newsletter, but I’m so excited about this week’s topic, so let’s jump into it!

If you didn't know, I actually got my start in copywriting and consider it my bread and butter.

In fact, I believe copywriting is the very foundation that which advertising is built upon. That's why this week, I want to talk about AI in copywriting and highlight my favorite way to use AI while still retaining your creative flair.

When copywriting is increasingly driven by AI, creativity and originality often take a backseat. Tools like ChatGPT have made it easy to generate content quickly, but they can also lead to lazy, uninspired writing. This is exactly why Google's Text FX is so exciting. It promises to inject a new level of creativity into the writing process, offering tools that can help you stand out in a crowded digital landscape.

First Impressions and Overview

Text FX is an AI experiment utilizing Google's PaLM 2 large language model, developed in collaboration with rapper Lupe Fiasco. Designed with 10 distinct tools, Text FX aims to expand and enhance the writing process by generating creative possibilities with text and language.

Let's dive into each of these tools and see how they can transform your writing:

1. Simile

What it does: Creates similes for your chosen word or topic.

Example: For the word “legacy,” Text FX generated similes like “A legacy is like a river that flows endlessly.”

Potential Use Cases:

  • Product Descriptions: Make your products stand out with vivid comparisons. Instead of saying, “Our moisturizer is effective,” you can say, “Our moisturizer is as refreshing as a spring rain.”

  • Social Media Ads: Capture attention with creative language. For a fitness brand, you might use, “Building muscle is like planting a garden—growth happens with care and time.”

2. Explode

What it does: Expands a word into multiple words with similar sounds and meanings.

Example: Entering “television” gives you “tell a vision (a prophecy)”

Potential Use Cases:

  • Brand Messaging: Play with language to create intriguing and memorable taglines. For a tech company, using “innovation” and breaking it down to “inno-vation” could lead to a campaign theme of “innovate the nation.”

  • Advertising Slogans: Develop catchy and thought-provoking slogans. For example, using “marketing” and breaking it down to “mark it king” for a campaign that emphasizes market leadership.

3. Unexpect

What it does: Writes unexpected turn of events.

Example: Entering “a quiet librarian” gives you “ a quiet librarian who knits tiny sweaters for rats”

Potential Use Cases:

  • Fiction Writing: Create plot twists that keep readers engaged. A story might start with a mundane event and suddenly shift to an unexpected adventure.

  • Humorous Copy: Add an element of surprise to your website or social media posts. For a tech company, you could write, “Our software is so powerful, it might just make your computer fly.”

4. Chain

What it does: Generates a chain of related words.

Example: From “flower” to “flower, stem, plant, garden, grass, yard, lawn, mower”

Potential Use Cases:

  • Story Brainstorming: Use word chains to develop themes and plot points. Starting with “mystery,” you might end up with “clue,” “detective,” “solution.”

  • Concept Mapping: Visualize related ideas for a project. For a health app, create a chain from “fitness” to “routine” to “habit” to “success

    ”

5. POV (Point of View)

What it does: Provides differing opinions about a person or topic.

Example: Different perspectives on “technology,” from enthusiasts to skeptics.

Potential Use Cases:

  • Ad Campaigns: Understand various customer viewpoints to tailor your messaging. For a new smartphone, highlight both the cutting-edge features and the user-friendly interface.

  • Research: Explore diverse opinions for a balanced understanding. For a blog post on renewable energy, present arguments from both environmentalists and industry professionals.

6. Alliteration

What it does: Creates a list of words starting with your chosen letter about a topic.

Example: For “creativity” starting with “C,” you get “captivate, challenge, co-creation.”

Potential Use Cases:

  • Headlines and Taglines: Craft catchy and memorable phrases. For a marketing campaign, use “Brilliantly Bold Branding” to make an impact.

  • Brainstorming Sessions: Generate ideas that are easy to remember and fun to explore. For a wellness program, brainstorm activities like “Morning Meditation,” “Mindful Mornings.”

7. Acronym

What it does: Forms an acronym related to your topic.

Example: For “TEAM,” you get “Together Everyone Achieves More.”

Potential Use Cases:

  • Infographics: Create engaging and informative visuals. For a safety program, use “SAFE” (Secure, Alert, Focused, Equipped) to outline key principles.

  • Campaign Slogans: Develop memorable and meaningful slogans. For an environmental campaign, “EARTH” could stand for “Environmental Action Restores The Habitat.”

8. Fuse

What it does: Finds the intersection or common thread between two entities.

Example: “dinosaur ≈ technology” → Both dinosaurs and technology are products of evolution—dinosaurs with their gradual adaptation to the changing environment over millions of years, and technology with its rapid development over the past few centuries.

Potential Use Cases:

  • Product Descriptions: Highlight unique features by connecting unrelated concepts. For a hybrid car, describe it as “the fusion of nature’s efficiency and cutting-edge innovation,” emphasizing its eco-friendly yet advanced technology.

  • Social Media Content: Create engaging posts by drawing parallels between different ideas. For a fitness brand, connect “exercise” and “mental health” by discussing how physical activity boosts both physical strength and emotional well-being.

9. Scene

What it does: Describes sensory details of a place or event.

Example: Entering “a bustling marketplace” will give you “A colorful array of fabrics and clothing”

Potential Use Cases:

  • Ad Copy: Make your content more engaging with detailed scenes. For a home decor brand, write about “the cozy ambiance of a living room bathed in the soft glow of candlelight, with plush cushions and a warm throw blanket.”

  • Product Launches: Enhance promotional content with rich sensory details. For a new perfume, use descriptions like “the delicate scent of blooming jasmine under the warm summer sun.”

10. Unfold

What it does: Writes common phrases or sayings containing your word.

Example: “The ball is in your court” for the word “ball.”

Potential Use Cases:

  • Concept Exploration: Discover related phrases that expand your understanding of a topic. For a leadership workshop, explore phrases like “lead by example” and “take the reins.”

  • Research: Gather idiomatic expressions for richer content. For a cultural piece, include sayings like “break the ice” and “hit the ground running.”

Our Thoughts

After spending some time with Text FX, we can say it’s a promising tool, especially for brainstorming and generating fresh ideas. Unlike traditional AI writers, it doesn’t just churn out text—it inspires creativity and helps you think outside the box.

While it has some limitations, such as not being suited for long-form content, it excels in ideation and concept development. This makes Text FX a valuable asset for copywriters, marketers, and content creators looking to spark new ideas and enhance their copy.

But if you want a real human touch, then email us here and see what we can do to give your copy a face-lift!

Now, let’s get into some shorter, bite-sized stories…

Alexander Wang's New Ad Featuring Celebrity Lookalikes Sparks Mixed Reactions

Alexander Wang's new Instagram ad, featuring celebrity lookalikes promoting Ricco bags, has sparked mixed reactions. The video, which includes lookalikes of Taylor Swift, Beyoncé, Ariana Grande, and Kylie Jenner, aims to play with the idea of deepfakes and digital realities.

While some viewers praised the creative marketing approach, calling it top-tier, others criticized it as lazy and problematic. Despite the controversy, the ad has succeeded in drawing significant attention, highlighting the brand's new version of its popular Rocco bag.

Major Google Search Document Leak Reveals Ranking Algorithm Secrets

A recent leak of internal Google Search documents (click here to view the full leak) has provided an unprecedented look into the elements Google uses to rank content. The documents, released by a bot on Github, reveal how Google factors in clicks, links, content, entities, and Chrome data. Notably, they highlight the importance of successful clicks, link diversity, and brand recognition.

While the leak offers invaluable insights for SEOs, it raises questions about privacy and data use. This revelation, following last year’s Yandex leak, is poised to be one of the biggest stories in SEO history.

Inside the ‘Four Seasons Baby’ Meme and Her Family’s Luxurious Stay

When a video of 13-month-old Kate excitedly reacting to a trip to the Four Seasons Orlando went viral on TikTok, the luxury hotel chain took notice. Over Memorial Day weekend, the Four Seasons hosted Kate and her family, including her sister Madelyn, for an unforgettable stay. Dubbed the "Four Seasons baby," Kate’s sophisticated response captivated the internet, earning her the affectionate nickname “fully conscious baby.”

The hotel went all out, preparing personalized surprises and opulent experiences, including gold truffle pasta and a custom tuxedo for Kate. The viral video, which has amassed millions of views, highlights the power of authentic, organic content and how brands can leverage such moments for meaningful engagement.

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