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AI grifters, trailblazing women in media & copy resource of the week

Author

Kimberly Houston
December 01, 2024

Hey, hi, howdy, and welcome to Issue #31 of The Subhead, a bi-weekly newsletter about copywriting, marketing & media, and a look at some of the women who make it great.

In today’s edition:

✨ This week in freelancing

✨ AI Grifters?

✨ Trailblazing Women in Media: Morgan DeBaun

✨ Copy Resource of the Week: Your website About page is a conversion tool

✨ Just for Fun  

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This week in freelancing

In the last edition of this newsletter, I mentioned that I had a very deadline-heavy two weeks leading up to the Thanksgiving holiday.

Well … I survived. The work got done. I may have had to work those two weeks without a day off, and a few nights until 9:00 pm, but now that I’m on the other side of that?

I feel victorious. Victorious, I tell you! 😊

I went into to this two-week period thinking (whining?), “Oh noes, how will I ever get all this done?! I don’t know if it’s possible.”

It was possible.

And I have never enjoyed a restful, relaxing Thanksgiving-where-I-didn’t-have-to-lift-a-finger-to-do-a-single-thing more. 🦃

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AI Grifters?

I’ll be the first to admit that I’ve used AI very sparingly since it descended into the zeitgeist in the fall of 2022, so I can’t speak with authority on its usefulness.

I know AI has its place and can be beneficial for writing (I guess?), but it kind of gives me the creeps, if I’m being honest.

(Yes, I prefer to do my writing and research with a stone tablet and chisel, old-school style, lol.)

Anyhoo, a couple of tech newsletters I read have recently hyped Perplexity AI like it’s the second coming, which I find surprising.

That’s because I read the two articles below about Perplexity AI a few months ago, and I haven’t forgotten the claims they made about the company’s supposed grift.

I don’t have a dog in this fight, but if what these journalists are claiming is true, and I believe it is, the whole operation seems deeply unethical.

See what you think:

A WIRED investigation shows that the AI-powered search startup Forbes has accused of stealing its content is surreptitiously scraping—and making things up out of thin air.

Jun 19, 2024

Jun 11, 2024; Updated Sep 16, 2024

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Trailblazing Women in Media: Morgan DeBaun

Morgan DeBaun is the founder and CEO of Blavity Inc., a digital media company geared toward Black millennials, and the world’s “leading enterprise for premium content and network for youth, Black culture, and technology.” 

DeBaun was just 24 years old when she and her co-founders, Aaron Samuels, Johnathan Jackson, and Jeff Nelson launched the company in 2014. Blavity covers stories “that don't see the light of day at other outlets,” says DeBaun.

DeBaun previously worked at Intuit in Silicon Valley. According to this interview, lack of diversity was one reason she left that position to start Blavity. She mentions having middle-aged white men co-workers at Intuit who had never worked with a Black woman until she came on the scene. Mind-boggling.

That interview, by the way, How I Raised $12 Million For My Media Start-Up, is a great first-person account of how despite all odds, and there were many, DeBaun’s single-minded determination helped her launch an influential media company and make it successful. Highly recommend.

Not one to rest on her laurels, in 2016 DeBaun also launched AfroTech, the largest tech conference for Black founders in Silicon Valley, along with several other successful brands that connect with Black and multicultural consumers.

You can learn more about Morgan DeBaun and Blavity at the inline links above, and / or check out:

DeBaun’s podcast, The Journey

DeBaun’s LinkedIn profile

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Copy Resource of the Week: Your website About page is a conversion tool

The article linked below on website About pages fills my heart with joy.

That’s because it reiterates what I’ve always known, believed and shared with clients about this uber-important website page hundreds of times over the years:

:: The About page is one of the most read / viewed pages of any website, hands down.

:: Because of that, it’s prime real estate to convert website visitors into email subscribers or service inquiries, or whatever your goal is for your website overall, and for your About page in particular. (Each website page has its own goal, and your website overall has a goal.)

The entire article is an absolute goldmine of excellent information about what to include on your About page and importantly, WHY.

Here are some of my favorite tips from the article:

  • Don’t talk about yourself – talk about how you can help me

  • I don’t care how great you think you are – I care about what you can do for me

  • I couldn’t care less about your mission – I want to know how your company can help me

  • I don’t care about your self-belief – but want to know how others believe in you

  • About pages need personality.

The About page is a vital part of your website’s marketing, significantly impacting sales if done correctly. Learn more here:

In an era of deepfakes, scams, and AI-generated content, your About page isn’t just another tab – it’s your digital handshake with potential customers.

Yet most companies treat the page as an afterthought. Sometimes, they even hide it in footer links next to privacy policies and terms of service.

This disconnect isn’t just bad design; it’s reducing sales.

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Just for Fun

How about a marketing-related fun read this week? I give you:

In what feels like a cross between a Van Gogh painting, a ’90s MTV commercial and a rendition of a psychedelic trip, the sandwich-cookie company’s social media pages have caused a stir in recent months. Are they funny, disturbing, or cutting edge? Yes.

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That’s it for this week, my friend.

As always, thanks for reading, I appreciate you!

Be well. Stay curious. See you again in two weeks, on December 15.

Warmly,

Kimberly