How to Make Your AI Content R.I.C.H.

Great advice from Nick Laight:

soon, lazy AI slop will be glaringly obvious to anyone who comes across it….

And it will be scorned and rejected by most savvy internet users.

After all, people are busy and there are a lot of calls for their attention on the internet, sometimes with multiple messages assailing them all at once.

So what’s the point in reading something that’s not helpful, unique or interesting to them?

This is why putting out slop will probably do you more harm than good.

You will lose credibility and damage the bond of trust.

However, if you use AI with some care and consideration for your reader, the opposite will happen…

You’ll stand out from the crowd with something that grabs attention, draws people in, and delivers something that makes them want more from you.

The secret is to follow the R.I.C.H formula.

R - RELEVANT

If a reader doesn’t feel like a piece of content addresses their interests, they’ll ignore it or click away from it.

But if they feel like “this is for me,” they’ll stay engaged and continue reading.

So if you want to draw them into your business, you need to need to align your AI content with your target reader’s desires, problems and goals.

For example, if your audience is made up of seniors and retirees, a headline like, “How to go viral on TikTok using AI voice filters” is unlikely to be relevant.

However, “3 simple ways to earn £500 per month without learning new tech skills” would grab their attention.

Or, if you’re trying to reach stay-at-home mums, “The 30-minute side project I launched during nap time” is more relevant than “My digital detox retreat in Bali”.

So whenever you product a piece of AI-powered content, ask yourself:

“Would my reader recognise themselves in this article?”

“Does this piece of advice relate to a situation, hope, fear, or habit they already have?”

If not, feed a profile of your reader into the AI, including their demographic, goals, fears and aspirations.

Then ask AI to “Write this again in a way that directly addresses the reader’s situation and interests. Speak to them in the sort of language they’d use.”

I - INTERESTING

Even if your content is relevant, it must spark curiosity or offer something unexpected to draw in your reader.

When your email has an element of tension, contrast, or surprise it will hold their attention for longer – and the information will stick in their mind after reading it.

This is because we tend to remember surprising stats, personal stories, or weird facts above generic advice and obvious common sense.

For example, “How this 67-year-old man made £821 per month just by answering questions about plumbing” is more interesting than “How to earn online in your retirement.”

So when you create your AI article or post, ask yourself:

“Is there something new, unexpected or surprising about this?”

If not, try to think of a way you could turn the idea upside down, or approach it from a new angle.

You can use AI for this. Ask it to “Suggest 5 surprising twists or unexpected angles on the information in this article that I could focus on to make it more unique and interesting to my target reader.”

Pick the twist or angle that feels most exciting to you – and which you feel will chime with your reader’s sensibilities.

C - CREDIBLE

Credibility is the foundation of trust. Without it, even the most interesting and relevant content won’t persuade your reader that you’re worth sticking with.

You need for them to BELIEVE you, and this requires some evidence and proof.

It means backing up your claims with examples, case studies, results, trials and expert quotes….

But it also means showing the reader that you’re a real person who’s genuinely looking out for their interests.

There are two approaches to boosting credibility (I recommend using both)…

Halo Effect. Make reference to established publications, experts, platforms and research studies. For example, “According to Which?, over-55s are the fastest-growing segment of new online sellers”. Also make sure there are plenty of specifics in there, like dates, times, amounts and earnings.

Always ask yourself…

“Have I backed this up with evidence or illustrated it using real life examples?”

“Would my reader feel this is grounded in reality, or just copied from the internet?”

“Have I named the source, tool, or group this idea comes from?”

You can use AI for this by asking it to “find credible evidence or real life examples for the following claim(s) in my article [INSERT RELEVANT SECTIONS].”

Human Effect. Show them that you’re a real person by sharing your personal observations, experiences, struggles and triumphs. For example, “I am hopeless with numbers but using this app I did my business bookkeeping in less than 15 minutes!”

Ask yourself…

“Have I shared my own struggle or success with this?”

“What is my personal observation or insight with regard to this topic or piece of advice?”

Write your answers down, then feed them into the AI so these elements can be added into the content.

H - HELPFUL

Readers aren’t coming to your online content simply for a ‘good read’.

They are usually looking for help of some kind.

It might be that they have a worry they need eased… a problem they want solved… or a goal they don’t quite know how to reach.

Or, they might want to feel motivated, inspired and enlightened.

So you need to deliver content that actually does something tangible for them.

If your information makes their day easier, happier or less painful, they’re going to feel a huge sense of gratitude.

This will make them more likely to subscribe, click on your links, and eagerly look out for the next instalment.

The more helpful your content is over time, the deeper the bond of trust you’ll create between you and your reader.

Which means that they’ll respond eagerly when you recommend a product, or launch a product of your own.

This is how giving away useful free content will eventually translate into profitable sales.

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