Copy that sells without lying

Product page, "about" page, business listing, replies to reviews: these are often the first texts a customer reads before coming to you. AI writes them quickly and well, on one condition: you supply the facts. It does the wording; it has no right to make things up.

The golden rule: you give the facts, it finds the words

Ask an AI for "a description of the dry-hair treatment I sell in my salon" and it will happily add promises like "deep repair" or "100% natural". If that isn't true, or isn't proven, you're the one answerable to the customer. Give it the list of what is true, and forbid the rest:

"Here are the facts about my product: [list]. Write an 80-word description, in a warm tone, for [your typical customer]. Don't add any feature, figure or promise that isn't on my list. If you're missing a piece of information, ask me."

The four texts worth getting right

• The product or service page: what it is, who it's for, what it changes for the customer, how to get it. For a plumber: "Annual boiler service: what gets checked, how long it takes, how to book."
• The "about" page: your story, the real one. Tell it to the AI any old way, or dictate it: why you started out, what matters to you, an anecdote. Ask it to turn that into a short text, in the first person, without stock phrases like "passionate since forever".
• The online business listing: the one that shows up in search engines and on maps when someone searches for "hairdresser near me". Up-to-date opening hours, a clear description, a list of services, real photos. The AI can write the description and the list of services; you check every opening time and every price yourself.
• Replies to reviews: coming up just below.

Replying to reviews, including the bad ones

A reply to a review is addressed less to its author than to everyone who will read it afterwards. It shows how you treat your customers when things don't go well.

• Positive review: say thank you and pick up on a specific detail from the review, so the reply doesn't look copied and pasted.
• Negative review: wait until you're calm. Then ask for a draft: "Here is a negative review my hair salon received: [review]. Here is what happened from my point of view: [facts]. Write a short, polite reply: thank them, acknowledge what is fair, offer to talk about it directly. No long justification, no apology for things that didn't happen, no promise I can't keep."
• What you never write: the customer's full name, details about their order or private life, a sarcastic tone.

The AI mostly helps take the irritation out of the first draft. Always reread before publishing: it's your name on it.