Six months ago, I’d be lying if I said I wasn’t a bit shook by AI’s writing capabilities. Now I can spot AI-written copy from a mile away. Someone just applied to work for our agency and it was obvious the lion’s share of their application was AI-written. Instant pass.
Don’t get me wrong, AI is useful; you can turn to it in a pinch. But it’s like any other creative technology: it only magnifies what’s already there. If you have no substance going in, you won’t get much substance coming out.
Along these lines, I was speaking with someone the other day, and they said, of the robots: “They’ll never do nuance. If it requires nuance, humans have to do it.” That struck me. “Nuance,” I thought. “How does nuance play into the copywriting work we do at MarketSmiths every day?”
I figured the best place to start is with a definition.
What is nuance in copywriting?
Nuance is the attention to detail that persuades. It’s small, strategic choices that create a specific impact. It’s the voice that speaks to something inside you (ideally both your heart and your intellect) and causes you to nod along.
In short, nuance creates the shared understanding that causes the reader to buy in.
Sure, there are times when subtlety is not necessary. “Got gingivitis?” But for most offerings—and even those in the dental hygiene category—subtly is a large part of what differentiates a brand and makes it compelling.
Let’s take a look at some practical examples.
Examples of nuance in action
Nuance in copywriting is about many things; there’s no way to capture it in a single blog post. Sometimes, nuance is about creating clarity. A client of ours manages a portfolio of properties in Brussels. Their specialty is shared living, so they attract lots of expats, students, and professionals traveling for work. She has a new property, just added to the portfolio.
The main selling point of the new property is that it’s an all-suite home—every resident has their own private suite on their own private floor. Here was our first pass at the copy:
All-Suite Living in Brussels
Sunny and spacious, this all-suite home takes its name from the famous Belgian architect Victor Horta, also known as the “master of light.” Step inside and discover a bright, airy environment bursting with life. Intricate stained glass windows, marble fireplaces, and original hardwood floors evoke the beauty of twentieth-century Brussels, while colorful furniture infuses common spaces with vibrance and cheer. Enjoy shared amenities including a gourmet kitchen, home cinema, in-house laundry, secure bike storage, and guest rooms for visitors—then retreat each evening to your large personal suite, complete with a private living room and bathroom.
The client came back with feedback that we weren’t hitting the selling point as hard as we needed to in the first line. So we re-wrote:
All-Suite Living in Brussels
Imagine all the privacy, convenience, and space of your own full-floor flat—with the added benefits of shared living. The only all-suite home in our portfolio, this sunny abode takes its name from the famous Belgian architect Victor Horta, also known as the “master of light.” Step inside and discover a bright, airy environment bursting with life. Intricate stained glass windows, marble fireplaces, and original hardwood floors evoke the beauty of twentieth-century Brussels, while colorful furniture infuses common spaces with vibrance and cheer. Enjoy shared amenities including a gourmet kitchen, home cinema, in-house laundry, secure bike storage, and guest rooms for visitors—then retreat each evening to your large personal suite, complete with a private living room and bathroom.
Now the key message was clear up front: all it took was a little restructuring.
Other times, nuance is about painting a picture. After all, good copywriting doesn’t just inform; it inspires too. In another example from this same project, our client wanted to entice people by talking about the neighborhood where her newest portfolio house is located. She sent us the following copy block for revision:
Place van Meenen – St Gilles
Residents have a lot to look forward to in their new neighborhood. This area of St Gilles was traditionally populated by Portuguese immigrant families and quite a few traditional cafés remain. These days the population is characterised by the students who attend the prestigious St Luc art school and their artist contemporaries. The Place Morichar is a lively spot for basketball and skateboarding, while the Place Van Meenen in front of the Maison Communale is the home of the weekly farmer’s market. This is also the hub for the city’s most innovative young chefs, with an array of destination restaurants neighboring the area’s trendy wine bars.
It’s not bad. But while the copy certainly informs, it doesn’t inspire action as much as it could. In a way, it makes the reader do the work. It’s better to meet halfway.
And often a few deft moves make all the difference.
For instance, we crafted a headline that creates a picture. Then we revised the first sentence to make things more personal. And finally, we added a closing line that evocatively drives the value proposition home:
Life in the Heart of Saint Gilles
As a resident of our all-suite home, you’ll have plenty to love about your new neighborhood. Saint Gilles is one of the trendiest neighborhoods in Brussels, with lots of innovative restaurants, coffee shops, and wine bars to explore. It’s also home to many artists, including students who attend the prestigious Saint-Luc art school just a few blocks away. The Place Morichar is a lively spot for playing basketball and skateboarding, while the Place Van Meenen in front of the Maison Communale is home to a weekly farmer’s market. Opportunities for exploration abound in this vibrant neighborhood—and with our property as your home base, adventure is always within reach.
That’s called nuance. And it’s going to be a while before AI can deliver it. Meantime, there’s MarketSmiths. How can we help you with your writing needs?
