Imagine you’re the marketing director of a SaaS start-up. You’re planning an important campaign to attract new customers and you need to find an ace copywriter.
So, you schedule Zoom meetings with two candidates: Freelancer Bryan and Freelancer Dana.
During the conversation with Freelancer Bryan, you ask, “Do you use AI when writing sales copy? And, if so, how do you use it?”
Bryan answers hesitantly, “Ah, yes, I sometimes use AI. But not all the time. Just, ah, sometimes. You know, to help with research and stuff. I do most of the actual writing myself. Most of the time.”
“Ooooookay,” you think.
At your next meeting, this time with Freelancer Dana, you ask the same question. She replies confidently, “I integrate AI into my writing process in such a way as to ensure the copy I craft for you is original and effective – and has the highest probability of getting results. I’m happy to provide more details if you wish.”
Which freelancer are you inclined to hire?
My guess is Freelancer Dana.
As you can see, how you talk to clients about AI is critical. The goal is not only transparency and reassurance, but also to communicate how your use of AI benefits the client.
The problem is, a client question about AI can come up at any time — sometimes unexpectedly — and it’s all too easy to stumble and mumble your way through an answer.
But here’s an idea that can help…
Create a “Talk Track.”
What the heck is that? It’s simply a set a scripts designed to help you respond to client questions quickly and confidently. A kind of cheat sheet. A Talk Track a popular tool among sales teams.
Take a look at this example.
A Talk Track typically contains an in-a-nutshell description of how you use AI and how that benefits your clients. It also includes a breakdown of the specific ways you use AI, as well as a list of commonly asked questions.
Just in case you can’t see the picture clearly, here are an couple of excerpts.
Excerpt 1
I integrate AI into my writing process in such a way as to ensure the copy I craft for you is original and effective – and has the highest probability of getting results. By being smart and ethical about how I use AI, I’m able to write better copy for you, faster.
I’m happy to provide more details if you wish.
Excerpt 2
Generating ideas for subject lines
I play the “senior writer” role in coming up with subject lines that are likely to work best for your email marketing. I use AI as a brainstorming buddy, helping me generate more and better ideas, faster. As a result, you get stronger subject lines likely to increase your opens and clicks.
Obviously, you would not read from a Talk Track while speaking with a client. That’s why it’s called a track and not a script. It’s meant to be a guide to help you respond with clarity and confidence — and ensure you don’t miss anything.
The process of creating one helps you clarify for yourself how you incorporate AI into the writing process. I’ve had a couple of copywriters tell me that writing a Talk Track was akin to a journey of professional self-discovery.
More importantly, a Talk Track builds client confidence in you in a number of ways.
You come across as more professional.
You signal that you’re up-to-date on how to use AI to write great copy and content.
Your clients see how all that benefits them.
You won’t always need a Talk Track. It’s like learning lines for a play. You’ll eventually go “off book.” But in these (still) early days of AI, creating this tool to guide your client conversations can pay off.
After all, when chatting with a client — particularly a potential new client — clarity and confidence is the message you want to send.
I'm in!