{"id":15846,"date":"2023-04-14T00:00:47","date_gmt":"2023-04-14T04:00:47","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=15846"},"modified":"2023-05-31T00:44:48","modified_gmt":"2023-05-31T04:44:48","slug":"white-paper-world-20-april-14-2023","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/white-paper-world-20-april-14-2023\/","title":{"rendered":"White Paper World 20: April 14, 2023"},"content":{"rendered":"<hr \/>\n<ul>\n<li><strong>This just in<\/strong>: AI for Writers Summit Highlights<\/li>\n<li><strong>Fresh worry<\/strong>: AI may &#8220;flatline&#8221; all human skills<\/li>\n<li><strong>Quick tip<\/strong>: Stop charging by the hour!<\/li>\n<li><strong>You asked<\/strong>: Why so much on AI?<\/li>\n<\/ul>\n<hr \/>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignnone wp-image-15651\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/03\/AI-for-Writers-Summit-2023-logo-300x142.jpg\" alt=\"AI for Writers Summit 2023 logo\" width=\"600\" height=\"284\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/03\/AI-for-Writers-Summit-2023-logo-300x142.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/03\/AI-for-Writers-Summit-2023-logo-1024x484.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/03\/AI-for-Writers-Summit-2023-logo-768x363.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/03\/AI-for-Writers-Summit-2023-logo-1536x726.jpg 1536w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/03\/AI-for-Writers-Summit-2023-logo.jpg 1874w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/h2>\n<h2>This just in: Highlights of AI for Writers Summit<\/h2>\n<h3><i class=\"fas fa-arrow-right\"><\/i> Writers who have never written a line of code in their lives make the best AI prompt engineers.<\/h3>\n<p><i class=\"fas fa-arrow-right\"><\/i> <strong>Paul Roetzer, the world&#8217;s leading expert on AI in marketing, doesn&#8217;t use any AI writing tools&#8230; because he wants to think carefully.<\/strong><\/p>\n<p><i class=\"fas fa-arrow-right\"><\/i>\u00a0<strong>One of the worst effects of AI may be that future generations never reach mastery in any human skill. In effect, everyone &#8220;flatlines.&#8221;<\/strong><\/p>\n<p>Those were a few of the surprises coming out of the recent <strong>AI for Writers Summit<\/strong>.<\/p>\n<p>This first-ever virtual event was presented by the <a href=\"https:\/\/www.marketingaiinstitute.com\" target=\"_blank\" rel=\"noopener\"><strong>Marketing AI Institute<\/strong><\/a> led by <strong>Paul Roetzer<\/strong> with some awesome guests:<\/p>\n<ul>\n<li><strong>Ann Handley, <\/strong>bestselling author of <a href=\"https:\/\/annhandley.com\/books\/\" target=\"_blank\" rel=\"noopener\"><strong>Everybody Writes\u00a0<\/strong><\/a><\/li>\n<li><strong>Robert Rose, <\/strong>a chief strategy officer at\u00a0<a href=\"https:\/\/contentmarketinginstitute.com\/author\/robert-rose\/\" target=\"_blank\" rel=\"noopener\"><strong>Content Marketing Institute<\/strong><\/a><\/li>\n<li><strong>Matt Shumer,<\/strong> co-founder and CEO of OthersideAI, creator of <a href=\"https:\/\/hyperwriteai.com\" target=\"_blank\" rel=\"noopener\"><strong>HyperWrite<\/strong><\/a><\/li>\n<li><strong>May Habib, <\/strong>co-founder and CEO of<strong>\u00a0<\/strong><a href=\"https:\/\/writer.com\" target=\"_blank\" rel=\"noopener\"><strong>Writer<\/strong><\/a><\/li>\n<\/ul>\n<p>Read on for more elaboration on the points above&#8230;<\/p>\n<h3><strong>Writers make the best prompt engineers<\/strong><\/h3>\n<p>Matt Shumer noted that the best people he has seen crafting prompts are writers, not engineers.<\/p>\n<p>That could be because we&#8217;re already trained communicators used to explaining things.<\/p>\n<p>Teachers are likely good prompters too, since they&#8217;re used to explaining things to children. And today&#8217;s AI chatbots are like children.<\/p>\n<p>Whether prompt engineering will be a sustainable career remains to be seen.<\/p>\n<p>Future chatbots may well create or optimize their own prompts with minimal need for any &#8220;engineering.&#8221;<\/p>\n<h3>On not using AI writing tools<\/h3>\n<div id=\"attachment_16150\" style=\"width: 310px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-16150\" class=\"wp-image-16150 size-medium\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/Paul-Roetzer-Marketing-AI-Institute-founder-300x300.jpg\" alt=\"Paul Roetzer Marketing AI Institute founder\" width=\"300\" height=\"300\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/Paul-Roetzer-Marketing-AI-Institute-founder-300x300.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/Paul-Roetzer-Marketing-AI-Institute-founder-150x150.jpg 150w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/Paul-Roetzer-Marketing-AI-Institute-founder-24x24.jpg 24w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/Paul-Roetzer-Marketing-AI-Institute-founder-48x48.jpg 48w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/Paul-Roetzer-Marketing-AI-Institute-founder-96x96.jpg 96w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/Paul-Roetzer-Marketing-AI-Institute-founder.jpg 764w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><p id=\"caption-attachment-16150\" class=\"wp-caption-text\"><em>Paul Roetzer, founder of the<\/em><br \/><em>Marketing AI Institute<\/em><\/p><\/div>\n<p>Paul Roetzer is one of the best people at explaining what&#8217;s going on with AI.<\/p>\n<p>He calls himself a writer, too. He went to school for journalism, ran his own ad agency, and then started the Marketing AI Institute when he wisely spied AI on the horizon far sooner than most people.<\/p>\n<p><a href=\"https:\/\/www.marketingaiinstitute.com\/podcast-showcase\" target=\"_blank\" rel=\"noopener\">He hosts a weekly podcast which is my #1 must-listen every week<\/a>.<\/p>\n<p>And when Paul needs to get his thoughts straight, he does it by himself, without any chatbot to suggest ideas.<\/p>\n<p>Amen.<\/p>\n<p>Because writing is thinking. And rewriting is clarifying our thoughts.<\/p>\n<p>That&#8217;s nothing you ever want to outsource to a robot.<\/p>\n<p>But there are parts of the publishing process that AI can do perfectly well. The key is to know the difference, right?<\/p>\n<p>Read on for a truly scary possibility.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2><strong>Fresh worry: AI may &#8220;flatline&#8221; all human skills<\/strong><\/h2>\n<p>This is the scariest thing I heard at the AI for Writers Summit, in a discussion between Ann Handley and Paul Roetzer.<\/p>\n<p>Ann illustrated this fear with a charming hand-drawn graph.<\/p>\n<p>I&#8217;ve reworked her graphic into a set of three and extended the concept from writing to encompass every human skill.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-16131 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/1-traditional-way-to-learn-any-skill-300x220.png\" alt=\"1 the traditional way to learn any skill\" width=\"300\" height=\"220\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/1-traditional-way-to-learn-any-skill-300x220.png 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/1-traditional-way-to-learn-any-skill.png 410w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Traditionally, any beginner learns any skill through practice over time.<\/p>\n<p>This is how anyone learns how to write or do anything else.<\/p>\n<p>We start off as neophytes. And through decades of practice, we climb towards mastery.<\/p>\n<h3><\/h3>\n<h3>But AI disrupts this pattern<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-16195 alignright\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/2-but-AI-interrupts-this-pattern-300x220.png\" alt=\"2 but AI interrupts this pattern\" width=\"300\" height=\"220\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/2-but-AI-interrupts-this-pattern-300x220.png 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/2-but-AI-interrupts-this-pattern.png 409w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Using AI, any beginner can perform at an acceptable level of skill&#8230; without the need for any learning or practice.<\/p>\n<p>No one has to struggle up any kind of learning curve. Not writers, not artists, not anyone.<\/p>\n<p>All we have to know is how to ask AI to do something for us, and we can do it about as well as everyone else.<\/p>\n<h3>So no one bothers to pursue mastery<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-16133 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/3-so-everyone-flatlines-300x220.png\" alt=\"3 so everyone flatlines\" width=\"300\" height=\"220\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/3-so-everyone-flatlines-300x220.png 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/3-so-everyone-flatlines.png 410w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>And that means everyone flatlines at the level of skill provided by AI.<\/p>\n<p>How can future generations develop skills if AI is there to do it all for us?<\/p>\n<p>And how can anyone size up how well AI is performing, if it sets the bar for acceptable performance in every field?<\/p>\n<p>&nbsp;<\/p>\n<p>How can any future writer avoid melting into a puddle of mediocrity, if they never need to struggle to capture their thoughts or refine their expression?<\/p>\n<p>Forget <strong>SkyNet<\/strong>\u00a0exterminating all humans.<\/p>\n<p>Instead, AI may cause our minds to atrophy and our wills to shrink, making us all &#8220;average&#8221;.<\/p>\n<p>Let&#8217;s not let that happen. Let&#8217;s keep struggling and learning. And trudging on towards mastery in our skills like writing white papers.<\/p>\n<p>No matter how long that takes.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15998\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/bigstock-Money-Sandglass-And-Down-Arro-455704739-300x199.jpg\" alt=\"piles of coins, hourglass and red arrow pointing down\" width=\"600\" height=\"398\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/bigstock-Money-Sandglass-And-Down-Arro-455704739-300x199.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/bigstock-Money-Sandglass-And-Down-Arro-455704739-768x509.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/bigstock-Money-Sandglass-And-Down-Arro-455704739.jpg 900w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2>Quick tip: Stop charging by the hour!<\/h2>\n<h3><strong>Whatever you think about AI, it&#8217;s fast. And cheap.\u00a0<\/strong><\/h3>\n<p>ChatGPT-4 can write a blog post faster than you can even dictate the words.<\/p>\n<p>It can spit out a press release or draft a landing page in less than 10 seconds.<\/p>\n<p>And it can revise and rewrite just as fast. For pennies. With no complaints.<\/p>\n<p>So if you&#8217;re a writer or agency still charging clients by the hour, you can&#8217;t compete with that old-fashioned business model.<\/p>\n<p>Why should any client pay you $50 or $100 an hour when they can pay AI 10 cents an hour?<\/p>\n<p>Sure, you deliver much better content than AI. But is it really <strong>500 times better?<\/strong><\/p>\n<h3>Three reasons why not to charge by the hour<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignleft wp-image-15995 size-medium\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/bigstock-Hand-putting-card-in-time-cloc-61016393-200x300.jpg\" alt=\"Hand putting card in time clock\" width=\"200\" height=\"300\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/bigstock-Hand-putting-card-in-time-cloc-61016393-200x300.jpg 200w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/04\/bigstock-Hand-putting-card-in-time-cloc-61016393.jpg 600w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><strong>1. You put all the risk on your client<\/strong><\/p>\n<p>And they know it.<\/p>\n<p>How can you claim to be looking out for their best interests when you&#8217;re clearly looking out more for yourself?<\/p>\n<p><strong>2. You can&#8217;t increase your income<\/strong><\/p>\n<p>Charging by the hour freezes your income, almost like having a full-time job. Here&#8217;s why.<\/p>\n<p>While you may bill a little more, most contractors bill about 25 hours a week. And that means&#8230;<\/p>\n<p><em>25 (or however many hours) X your hourly rate = your weekly pay<\/em><\/p>\n<p>Sure, you can work longer hours, evenings, and weekends. What joy!<\/p>\n<p>The only other way to earn more is to raise your hourly rate. Good luck doing that in the AI era.<\/p>\n<p><strong>3. You get no reward for getting faster<\/strong><\/p>\n<p>As you gain experience, you will get faster.<\/p>\n<p>But when you charge by the hour, you have no incentive to work faster or smarter.<\/p>\n<p>If you do, you&#8217;re delivering more to your clients without getting paid more.<\/p>\n<p>Is that fair to you?<\/p>\n<h3>So you&#8217;re stuck<\/h3>\n<p>Stuck with resentful clients. Stuck with fixed income.<\/p>\n<p>And worst of all, stuck competing with AI.<\/p>\n<p>Clients can do the math. They&#8217;re not stupid. But your hourly rates will look pretty stupid to them.<\/p>\n<p>So please, stop charging just for putting in time.<\/p>\n<p>Start charging by the value of the projects you complete.<\/p>\n<p>Ten years ago, writing an average white paper cost $4,200.<\/p>\n<p>Today, a human-written white paper with reliable sources, good storytelling, and an emotive connection with readers is worth a lot more than that.<\/p>\n<p>But to earn that higher fee, you have to do things that AI can&#8217;t.<\/p>\n<p>And get away from the hourly billing, so clients won&#8217;t compare you to AI.<\/p>\n<hr \/>\n<p><em>Thanks to <strong>Paul Roetzer<\/strong> from the <strong>Marketing AI Institute<\/strong> for updating this timeless wisdom for the AI era.\u00a0<\/em><\/p>\n<hr \/>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15590\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/02\/Black-hole-with-OpenAI-logo-300x197.jpg\" alt=\"Black hole with OpenAI logo\" width=\"600\" height=\"392\" \/><\/h2>\n<h2>You asked: Why so much on AI?<\/h2>\n<h3>&#8220;Why all this stuff on AI? I thought this newsletter was supposed to be about white papers?&#8221;<\/h3>\n<p>You&#8217;re right. It is. So please allow me to explain.<\/p>\n<p>AI is a game-changer today. A black hole that every writer is being sucked through. A singularity that changes everything.<\/p>\n<p>I&#8217;ve consciously decided to learn about it, to test it out, and to help other writers understand what it can do for their careers, especially in writing white papers.<\/p>\n<p>For more discussion, see my full article <a href=\"https:\/\/thatwhitepaperguy.com\/you-asked-why-so-much-on-ai\/\" target=\"_blank\" rel=\"noopener\">Why so much on AI<\/a>?<\/p>\n<p>And don&#8217;t give up on me. I&#8217;ll get back to more balanced coverage between white papers and AI.<\/p>\n<p>I promise.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2>That\u2019s all for this time<\/h2>\n<p>Thanks for reading another newsletter packed with AI content.<\/p>\n<p>If you missed anything, you can see all the previous issues here:<br \/>\n<a href=\"https:\/\/thatwhitepaperguy.com\/news\/\" target=\"_blank\" rel=\"noopener\">www.thatwhitepaperguy.com\/newsletters\/<\/a><\/p>\n<p>And to see every issue, make sure to subscribe here:<br \/>\n<a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\" target=\"_blank\" rel=\"noopener\">www.thatwhitepaperguy.com\/subscribe\/<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-13280\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/GG-signature-300x74.gif\" alt=\"\" width=\"300\" height=\"74\" \/><\/p>\n<p>Gordon Graham<br \/>\nThat White Paper Guy<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This just in: AI for Writers Summit Highlights Fresh worry: AI may &#8220;flatline&#8221; all human skills Quick tip: Stop charging by the hour! You asked: Why so much on AI? This just in: Highlights of AI for Writers Summit Writers who have never written a line of code in their lives make the best AI&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[167,160],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>White Paper World 20: April 14, 2023 - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"AI for Writers Summit Highlights | AI may &quot;flatline&quot; all human skills | Quick tip: Stop charging by the hour! | You asked: Why so much about AI?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/white-paper-world-20-april-14-2023\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"White Paper World 20: April 14, 2023 - That White Paper Guy\" \/>\n<meta property=\"og:description\" content=\"AI for Writers Summit Highlights | AI may &quot;flatline&quot; all human skills | Quick tip: Stop charging by the hour! 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