Whereas artificial intelligence is reinventing Web writing, the written word has never been more valuable. Selim Niederhoffer, a copywriting trainer and bestselling author, has recently been exploring how marketing professionals can still succeed amidst “enshitification“, online influence, and automation. Meet an expert who remains confident in the power of words.

Selim, a seasoned copywriter and author is keen on using what he calls “magic words.” Ask him why and his answer might surprise you in this age of sheer automation. “I’ve already been thinking about magic words for years. I want to dig deeper, show real examples and, most importantly, explain why they actually work.”

His approach remains resolutely traditional.

“I genuinely work with a pen and paper.”

This approach reveals something fundamental about Web writing: it works when you truly understand the psychology behind it, not when you just mechanically apply copywriting techniques. Selim bases his work on well-established principles of persuasion.

“When there’s a principle of persuasion, there’s usually a word that goes with it. Take urgency or scarcity, for example. If something’s rare, that means limited places, running out of stock… that sort of thing. That’s how I build my word cluster.

The research then extends to field observation. “I look at what my clients are using, what’s going on at Burger King, McDonald’s, Nike. I check out the major brands too – what they’re doing on YouTube, on LinkedIn.”

Eventually, Selim identified 55 magic words but trimmed them down to 50. It’s an approach that perfectly shows what still sets humans apart from machines: the ability to critically analyse and curate with discrimination.

However, it’s worth adding nuance. Selim can’t conceal that he genuinely “loves” ChatGPT. As we’ll see later, this raises some legitimate questions.

Among the 50 words he’s analysed, the first is also the simplest: thank you! For Selim, this should be essential for every business. “How many times have you walked out of a shop where the sales assistant just didn’t seem to have noticed you? Whether you bought anything, or didn’t doesn’t make any difference, once the transaction’s done, you’re out the door.”

Yet some brands know how to thank their customers. “Nespresso or Apple, for example: the Nespresso employee comes out from behind her counter, she hands you your product. Thank you for your visit. Have a nice day! That’s how it should be.”

For Selim, saying “thank you!” is more than just being polite, it’s a way of life. “You can go further: thank you for your visit, thank you for subscribing to the newsletter, thank you for your comment. You need to constantly think in terms of gratitude.”

This approach fits into what Gary Vaynerchuk called The Thank You Economy. “We’re in an attention economy,” Selim explains. The stakes are high in Web writing: how do you maintain this human dimension at corporate scale?

“For me, the essence of business is that there’s a person in front of you who’s exchanging something with you. That’s really the foundation. But today, how do you keep that at corporate scale?”

Data confirms an intuition: gratitude improves customer experience and encourages loyalty. A valuable lesson for all those who practice Web writing and seek to create a lasting connection with their audiences.

The conversation inevitably turns to artificial intelligence. For Selim, AI is first and foremost an incredible productivity tool. “If I’ve got a newsletter to write, I’ll use AI. Sales pages? AI. The thing is, AI works brilliantly for me. I’ve even become clearer in my writing,” he admits without hesitation.

But he’s not entirely starry-eyed about it. He’s identified three major pitfalls that professionals absolutely must avoid.

For him, the key questions are: how do you refine AI, how do you avoid its main pitfalls, how do you stay in control and how do you harness all its power?

This evolution shows a profound shift in the profession: the copywriter is becoming an orchestrator of AI platforms.

Selim warns against a hidden danger: declining skills. He reminds us that the brain is a muscle, and using it creates connections. However, if we stop using it, those connections are lost. He admits that he has fallen victim to this himself.

“I have noticed that my writing isn’t as fluid as it used to be when I’m starting from scratch. Between 2010 and 2022, I was churning out three to five blog posts a week. Now, if I can just knock up a prompt, get a result and tweak it a bit, job done. But it’s less satisfying.”

This awareness led him to experiment.

“I run A/B tests. Send out version A written by AI, version B written by me, then see who clicks more. I check which headlines work best, which text performs better,” he explains.

It’s a data-driven approach that could bruise his ego, he admits with a laugh, but it’s essential for understanding what genuine human value looks like in Web writing.

The final question comes naturally: will humans still add value compared to machines in a year or two? Selim remains cautious about making predictions. “I’m rubbish at forecasting because I don’t spend enough time on it,” he admits candidly. But his reading of the market reassures him.

While I can see companies increasingly launching AI training for their staff, there’s always the question of depth. Are they adequately trained and properly supported?

“I meet marketing directors who want me on their pay-roll. We’ve got so much work to get through that we’d need ten people using ChatGPT just to keep up,” he reports.

This suggests that AI isn’t so much replacing writers as it is multiplying opportunities for content production.

Selim’s thoughts tap into bigger questions about how work is evolving.

“The idea of heading towards a society where people become useless doesn’t surprise me. I’ve seen it enough times in sci-fi,” he confides.

This vision actually mirrors history: villages like ours in the Pyrenees, with thousands of inhabitants at the turn of the 20th century now down to a few dozens. Economic and technological shifts have always redrawn the employment map.

This conversation with Selim Niederhoffer sketches out the shape of Web writing as it transforms. Words remain magical, but how we summon that magic is changing.

AI’s becoming a powerful content production tool, but the real value still lies in properly understanding how persuasion works, in being able to orchestrate these tools cleverly, and in keeping a human tone of voice.

Here’s the paradox: just when machines can churn out infinite text, what becomes scarce is quality strategic thinking, subtle psychological understanding, and the ability to inject real personality into content. Selim’s magic words are just a a beginning – they are mere ways of understanding what makes human readers tick.

According to Selim, tomorrow’s Web writing will be hybrid – a collaboration between human and machine. It will demand technical mastery of AI tools, but it’ll be rooted in a deep understanding of how persuasion actually works.

In short, words will always be magical, but that magic needs cultivating, training, constant work – otherwise it will erode in the face of automation’s easy appeal.

One needs to keep reading, discussing and engaging with real people. That’s how we will train our brains and hang onto that human edge that makes all the difference in Web writing.

Here are 10 words taken from Selim Niederhoffer’s book “Les Mots Magiques” (Magic Words), which are effective words to boost your marketing content and encourage action:

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