AI Content Writing Services You Can Sell

Once you understand the basic business model, the next step is deciding exactly what you will sell.

Do not simply advertise yourself as an “AI writer.” That description is too broad and can make your service sound like a commodity.

Instead, sell a clearly defined outcome.

1. SEO Blog Writing

Many businesses need regular educational articles that answer questions their customers are searching for online.

You can offer keyword research support, article outlines, long-form blog writing, editing, internal linking suggestions, meta descriptions and content updates.

The important distinction is that SEO writing should not become keyword stuffing. The goal is to produce useful content that satisfies the searcher’s intent.

2. Website Content

Businesses frequently need pages such as About Us, Services, landing pages, FAQs and company descriptions.

These pages require a different style from ordinary blog articles because the objective is often to communicate credibility and encourage visitors to take action.

3. Social Media Content

Businesses need a consistent supply of social media content.

You can create captions, educational posts, promotional content, content calendars and variations of existing material.

4. Email Content

Email marketing can include newsletters, promotional campaigns, welcome sequences and educational emails.

The value comes from understanding the audience and the desired action rather than simply producing grammatically correct sentences.

5. Product Descriptions

E-commerce businesses may have dozens or hundreds of products that need clear descriptions.

An AI-assisted workflow can help organize the information, while human editing ensures consistency, accuracy and persuasive presentation.

6. Content Repurposing

This can be one of the most attractive services because businesses often already have valuable content.

For example, one long article could become:

• Five social media posts
• One email newsletter
• Several short educational posts
• A video script
• An FAQ section

Instead of creating everything from zero, you help the client extract more value from content they already own.

7. AI Content Editing

As AI-generated drafts become more common, editing becomes increasingly important.

A client may already have a draft but need someone to improve its structure, accuracy, tone, readability and originality.

Recent reporting and marketplace data suggest that human review and cleanup are becoming an important part of AI-assisted creative workflows.

How to Package Your Services

A common mistake is offering clients a long list of unrelated services.

Instead, create simple packages.

For example:

Starter Content Package

• Four blog articles per month
• Basic SEO structure
• Meta titles and descriptions
• Internal linking suggestions

Growth Content Package

• Eight articles per month
• SEO-focused structure
• Content calendar
• Internal linking
• Social media content derived from articles

Authority Content Package

• Long-form articles
• Industry research
• Expert-style content development
• Content updates
• SEO structure
• Internal linking strategy
• Content repurposing

These packages are examples rather than fixed industry prices. Your pricing should reflect the niche, research requirements, complexity, turnaround time and value delivered.

How to Price AI-Assisted Writing

Do not assume that because AI makes writing faster you should charge very little.

Clients are paying for the finished result, not the number of minutes your keyboard was active.

Consider pricing based on:

• Article length
• Research complexity
• Industry expertise
• SEO requirements
• Number of revisions
• Turnaround time
• Content volume
• Additional services

For example, a highly researched financial article should not necessarily cost the same as a simple lifestyle article of the same length.

Build a Portfolio Before Looking for Major Clients

One of the biggest obstacles for beginners is the question: “How do I get clients if I have no experience?”

The answer is to create proof of ability.

You can create sample projects even before receiving your first paid order.

Choose three to five topics within your niche and create excellent examples.

For example, a financial content writer might create:

• A personal finance guide
• An investing article
• A banking and credit guide
• A financial education article
• A market-analysis explainer

Your portfolio should demonstrate that you understand the subject and can communicate clearly.

Use Your Own Website as Proof of Expertise

One of the strongest ways to demonstrate content-writing ability is to publish your own work.

A professional website can function as both a portfolio and a business asset.

This is one reason building a publication such as SkyPress can be valuable. A website containing well-organized educational articles demonstrates your ability to research, structure and publish content consistently.

For readers interested in financial and market education, SkyPress also provides resources such as Forex education and financial-market content.

Finding Your First AI Content Writing Clients

There are several possible routes.

Freelance Marketplaces

Freelance platforms can connect writers with businesses looking for content services.

The competition can be significant, so avoid competing only on price.

Instead of saying:

“I can write 2,000 words for $10.”

position the service around the client’s problem:

“I help financial websites turn complex topics into clear, search-friendly educational content.”

Direct Outreach

Identify businesses whose websites have obvious content weaknesses.

You might find a company with:

• An outdated blog
• Poorly written articles
• Missing FAQs
• Weak service pages
• Inconsistent social media content
• Product descriptions that need improvement

Then contact the business with a specific observation and a useful proposal.

Networking

Professional networking can also produce opportunities.

Connect with website developers, SEO professionals, marketing agencies, entrepreneurs and small-business owners.

A web designer may need someone who can write website content for their clients. An SEO consultant may need a reliable writer. A marketing agency may need additional production capacity.

Do Not Sell “AI”; Sell the Result

This principle can dramatically improve your positioning.

A business owner may not care which AI model you use.

They care whether you can produce useful content consistently.

Therefore, your sales message should focus on outcomes such as:

• Saving the client time
• Maintaining a consistent publishing schedule
• Improving website content
• Explaining complex subjects clearly
• Supporting an SEO strategy
• Repurposing existing content
• Reducing the workload of an internal marketing team

Key Takeaways

• There are many services you can build around AI-assisted content production.
• Package services around client outcomes rather than AI features.
• Build a portfolio before expecting clients to trust you.
• Your own website can demonstrate your writing and publishing ability.
• Direct outreach, networking and freelance platforms can all generate opportunities.
• Do not compete solely by offering the cheapest content.

Continue to Part 3 for the professional AI content-writing workflow, quality-control process, SEO considerations and ways to make AI-generated drafts genuinely valuable.

Building a Professional AI Content Writing Workflow

A successful AI content-writing business needs a repeatable workflow.

Without a system, you can easily spend more time correcting AI output than you would have spent writing the article yourself.

A good workflow therefore focuses on using AI where it provides leverage while keeping humans responsible for the important decisions.

Step 1: Create a Detailed Brief

Start every project with a brief.

The brief should contain:

• Target audience
• Primary topic
• Search intent
• Business objective
• Desired tone
• Important points to cover
• Sources or references
• Target length
• Call to action

A detailed brief makes the rest of the process easier.

Step 2: Research Before Drafting

Do not immediately ask AI to write a 2,000-word article on an unfamiliar subject.

First understand the topic yourself.

Research reputable sources and identify the major questions readers need answered.

For specialized subjects, primary sources, government publications, established institutions, official company documentation and recognized industry sources are often preferable to anonymous websites.

Step 3: Build the Outline

A useful outline might look like this:

• Introduction
• Definition of the topic
• Why it matters
• Main strategies
• Practical examples
• Common mistakes
• Frequently asked questions
• Key takeaways
• Conclusion
• Disclaimer where appropriate

The structure should reflect the reader’s questions rather than simply maximizing word count.

Step 4: Generate a Working Draft

AI can now assist with drafting.

Give it clear instructions about the audience, tone, structure and information that needs to be covered.

However, treat the output as a working draft.

Step 5: Fact-Check

This is one of the most important stages.

AI systems can produce incorrect information confidently.

Check:

• Numbers
• Dates
• Statistics
• Names
• Financial information
• Legal claims
• Technical specifications
• Quotes
• Links
• Market information

Never assume that an AI-generated statement is correct simply because it sounds authoritative.

Step 6: Add Original Value

This is where your content should move beyond generic AI output.

Add examples that make sense for the intended audience.

If writing for Kenyan readers, for example, local examples may make an article considerably more useful than a generic article written for an imaginary global reader.

Likewise, a financial article can be improved by explaining concepts using realistic everyday scenarios rather than repeating textbook definitions.

Step 7: Edit for Human Readability

Read the article as though you are the customer.

Remove:

• Repeated ideas
• Generic introductions
• Unnecessary headings
• Overly dramatic claims
• Empty conclusions
• Artificially complicated language
• Unsupported statistics

Then improve transitions and make the writing sound natural.

AI Content and Google Search

A common question is whether businesses can use AI-generated content and still appear in Google Search.

The important issue is not simply whether AI was involved.

The larger concern is whether the content provides genuine value to users.

Google’s current spam guidance specifically warns against scaled content abuse, including generating large numbers of pages with AI when the primary purpose is manipulating search rankings rather than helping users.

This creates an important lesson for anyone building an AI content business.

Do not build your business around mass-producing generic pages.

Build it around producing useful content efficiently.

What Makes AI-Assisted Content Valuable?

High-value content usually contains several layers.

Experience

Where appropriate, include practical observations and real-world examples.

Expertise

Demonstrate genuine understanding of the subject.

Research

Support important claims with credible information.

Originality

Avoid simply reproducing information that already exists everywhere else.

Clarity

Explain difficult concepts in language the intended audience can understand.

Purpose

Every article should have a reason for existing.

Internal Linking as a Content Business Skill

Internal linking is another service you can offer to website owners.

When creating a series of related articles, identify natural opportunities to connect them.

For example, a personal-finance article can link to an investing guide, while a Forex article can link to a broader Forex education resource.

SkyPress uses this type of content structure by connecting educational subjects across related financial topics. Readers interested in deeper Forex education can explore the SkyPress Forex resources, while readers interested in investment concepts can explore the site’s financial education content.

Content Updates Can Become a Recurring Service

Content writing does not have to be a one-time transaction.

Existing websites often contain articles that become outdated.

You can offer content refresh services involving:

• Updating old statistics
• Improving article structure
• Adding missing sections
• Improving internal links
• Updating titles and descriptions
• Removing outdated information
• Improving readability
• Adding FAQs

This can create recurring relationships with clients.

Use AI to Increase Capacity, Not Reduce Quality

Suppose you previously needed six hours to produce a high-quality article.

If AI-assisted research, outlining and drafting reduces the production time to three hours, you have created additional capacity.

You can use that capacity in several ways:

• Serve more clients
• Spend more time researching
• Improve editing
• Create additional products
• Build your own website
• Develop a stronger portfolio

The goal should not be to eliminate the human contribution.

The goal should be to make the human contribution more productive.

Key Takeaways

• Create a repeatable workflow for every client project.
• Research and fact-check important claims.
• Treat AI output as a draft rather than automatically publishable content.
• Add original examples, expertise and useful context.
• Focus on satisfying readers rather than producing content at maximum volume.
• Content updating and internal linking can become additional paid services.
• AI should increase productivity without becoming an excuse for lower quality.

Continue to Part 4 to learn how to build your brand, find clients consistently, create recurring revenue and scale an AI-assisted content-writing business.

How to Find Clients for Your AI Content Writing Business

Learning how to produce content is only one side of the business. The other side is learning how to consistently find people and businesses willing to pay for your services.

You should therefore treat client acquisition as a skill that deserves as much attention as writing itself.

Start With Businesses That Already Need Content

One of the easiest ways to identify potential clients is to look for businesses that already have a reason to publish content.

These may include:

• Online stores
• Financial websites
• Real estate companies
• Digital marketing agencies
• Consultants
• Professional service businesses
• Technology companies
• Educational websites
• Travel businesses
• Small and medium-sized businesses

Look at their websites and ask yourself whether their content could be improved.

Does the company have an inactive blog? Are its articles outdated? Are its service pages poorly explained? Does the business have useful knowledge that is not being turned into content?

These weaknesses can become business opportunities.

Use Personalized Outreach

Sending hundreds of identical messages is unlikely to produce the best results.

Instead, research a prospective client before contacting them.

Identify something specific that you can improve and explain how your service could help.

For example, instead of saying:

“Hello, I am an AI content writer. Do you need articles?”

You could explain that you noticed the company has valuable services but limited educational content around the questions customers commonly ask.

This immediately makes your message more relevant.

Build a Simple Client Acquisition System

You can create a weekly routine around finding potential clients.

For example:

• Research potential businesses.
• Identify a content opportunity.
• Find the appropriate decision-maker.
• Send a personalized message.
• Follow up professionally.
• Record the response.
• Improve your approach based on results.

Consistency matters more than sending a large number of messages on one day and then stopping for several weeks.

Use Freelance Platforms Strategically

Freelance marketplaces can be useful for finding clients, especially when you are building your initial portfolio.

However, competing exclusively on price can make the business difficult to sustain.

Instead, create a specialized profile.

For example:

Weak positioning: “I write articles using AI.”

Stronger positioning: “I create research-driven financial and business content for websites, blogs and digital brands.”

The second statement communicates a service rather than simply describing a tool.

Create Demonstration Projects

If you do not have many clients yet, create your own examples.

Choose a fictional or publicly available business scenario and create a sample content package.

For example, you could produce:

• One SEO article
• Three social media posts
• One email newsletter
• One landing-page section
• A short content strategy

This demonstrates that you can think beyond individual articles.

Turn One Client Into Recurring Revenue

Recurring clients can be more valuable than constantly searching for new customers.

Imagine that you acquire a business that needs four articles every month.

Instead of treating every article as a separate transaction, create a monthly content arrangement.

The arrangement could include:

• Four or eight articles per month
• Content planning
• SEO optimization
• Internal linking recommendations
• Social media repurposing
• Content updates

This creates a more predictable revenue model.

Content Retainers

A retainer means the client agrees to pay for an ongoing service over a defined period.

For a content-writing business, this might involve a monthly package.

For example, instead of selling:

“One article for $50.”

you could eventually offer:

“Monthly content management including eight articles, content planning, internal linking and repurposing.”

The exact price depends on your market, experience, research requirements and scope of work.

Build a Recognizable Brand

As competition increases, branding becomes important.

Your business should have a professional name, clear positioning and consistent presentation.

You do not necessarily need an expensive office or elaborate equipment.

A professional website, portfolio, business email, clear service descriptions and examples of your work can be enough to establish credibility when starting.

Build Authority Through Your Own Content

One of the best long-term strategies is to publish content about the subject you want to be known for.

If you want to become a financial content specialist, publish financial education articles.

If you want to work with technology companies, create technology-related content.

If you want to serve real estate businesses, develop a portfolio around real estate topics.

Your content becomes evidence of your knowledge.

This is one reason a publication such as SkyPress can serve as more than a website. A well-developed publication can demonstrate research, writing, editing, publishing and subject-matter knowledge.

Develop a Unique Writing Process

AI tools are increasingly accessible to almost everyone.

Your competitive advantage therefore needs to come from your process.

You can develop your own workflow for:

• Topic research
• Content planning
• Source evaluation
• AI-assisted drafting
• Fact-checking
• Human editing
• SEO optimization
• Internal linking
• Content updating

Over time, your process can become faster and more consistent.

Do Not Depend on One AI Tool

AI technology changes rapidly.

A tool that is popular today may change its pricing, capabilities or terms in the future.

Your business should therefore not depend entirely on one platform.

Learn the underlying skills:

• Research
• Writing
• Editing
• SEO
• Marketing
• Communication
• Content strategy

AI tools should support those skills rather than replace them.

Expand Beyond Writing

Once you have established yourself as a writer, you can gradually expand your services.

For example, you could move into:

• SEO content strategy
• Content management
• Social media management
• Email marketing
• Website content development
• Content auditing
• Content updating
• Digital marketing consulting

This can increase the value of each client relationship.

From Freelancer to Content Agency

You do not necessarily have to remain a solo freelancer.

Once demand becomes consistent, you can build a small content agency.

You might eventually have:

• Writers
• Editors
• SEO specialists
• Researchers
• Graphic designers
• Project managers

AI can help coordinate and accelerate many processes, but quality control should remain a central part of the business.

Create Standard Operating Procedures

Before scaling, document how work is completed.

For example, create a standard procedure covering:

1. Client briefing
2. Topic research
3. Keyword and search-intent analysis
4. Outline creation
5. Draft development
6. Fact-checking
7. Editing
8. SEO review
9. Client approval
10. Final delivery

This makes it easier to maintain consistent quality as the business grows.

Common Mistakes to Avoid

Publishing Raw AI Output

Never assume that an AI-generated draft is automatically ready for publication.

Competing Only on Price

The cheapest writer is rarely the most valuable writer. Compete through specialization, reliability, quality and results.

Trying to Serve Everyone

A narrowly defined service can be easier to market than a business that claims to do everything.

Ignoring Research

Good writing without accurate information can still produce poor content.

Overproducing Low-Value Content

Publishing hundreds of weak AI-generated pages can damage a website rather than build authority.

Failing to Edit

AI output can contain repetition, generic language, factual errors and awkward phrasing. Professional editing is essential.

Key Takeaways

• Client acquisition is as important as writing ability.
• Personalized outreach is generally stronger than generic mass messaging.
• Build a portfolio that demonstrates your niche and capabilities.
• Recurring content retainers can create more predictable revenue.
• Your own website can function as a powerful portfolio.
• Develop a repeatable workflow before attempting to scale.
• Do not allow AI to become your only competitive advantage.
• Long-term success comes from combining technology with human expertise.

Continue to Part 5 for the complete startup roadmap, realistic business expectations, FAQ, final checklist, conclusion and SkyPress disclaimer.

How to Start Your AI Content Writing Business Step by Step

If you are starting from zero, you do not need to build a large agency immediately. A better approach is to start with a focused service, develop your skills, acquire a few clients and gradually expand.

Step 1: Choose a Specific Niche

Start by deciding who you want to serve.

Instead of simply calling yourself an AI content writer, choose a more specific market.

For example:

• AI-assisted content for financial websites
• SEO content for real estate businesses
• Blog writing for technology companies
• Content creation for e-commerce businesses
• Website copy for professional services

Your niche does not have to remain permanent. It can change as you gain experience and discover where demand exists.

Step 2: Develop Your Service

Decide exactly what you are going to sell.

A beginner could start with one primary service, such as long-form blog writing, and add related services later.

Keep your initial offer simple enough that you can consistently deliver it.

Step 3: Create Your Portfolio

Produce several high-quality samples.

Do not focus exclusively on quantity. Three excellent samples can communicate more about your ability than twenty average articles.

Show potential clients that you understand their audience, industry and objectives.

Step 4: Establish Your Online Presence

Create a professional online presence where prospects can understand who you are, what you offer and how to contact you.

Your website can include:

• Home page
• About page
• Services page
• Portfolio
• Contact page
• Published articles
• Testimonials when available

A publication such as SkyPress demonstrates how a focused website can combine educational content, financial information and structured resources into a broader digital platform.

Step 5: Start Prospecting

Begin contacting potential clients.

Set a realistic weekly target for outreach rather than expecting your first client immediately.

Track your activity so you can determine what works.

Record:

• Businesses contacted
• Date contacted
• Service offered
• Response received
• Follow-up date
• Result

Step 6: Deliver Excellent Work

Your first clients can become the foundation of your reputation.

Meet deadlines. Communicate clearly. Follow instructions. Fact-check your work. Make revisions professionally.

A satisfied client can potentially become a repeat customer or refer you to another business.

Step 7: Ask for Testimonials

After successfully completing a project, ask the client whether they would be willing to provide a short testimonial.

With permission, you can display appropriate testimonials on your website and portfolio.

Step 8: Increase Your Rates Gradually

As your portfolio, expertise and demand improve, you can reassess your pricing.

You do not need to remain at beginner rates forever.

Higher-value services can justify higher prices when they involve deeper research, specialized knowledge, strategy, editing or measurable business value.

How Much Money Can an AI Content Writing Business Make?

There is no guaranteed income level.

Your earnings can vary significantly depending on your niche, writing ability, pricing, client acquisition skills, workload, geographic market and the quality of services you provide.

A useful way to think about the economics is:

Revenue = Number of clients × Average client value

For example, five recurring clients paying for monthly content services can create a very different business from fifty one-off customers who each purchase one inexpensive article.

This is why building long-term client relationships can be more important than simply maximizing the number of articles produced.

Can You Start With Little Money?

Compared with many traditional businesses, an AI-assisted content business can have relatively low initial equipment requirements.

You generally need access to a computer or suitable device, an internet connection, writing and research tools, and a way for clients to contact and pay you.

However, low startup costs do not mean the business requires no investment.

You may eventually spend money on:

• AI subscriptions
• Website hosting
• Domain registration
• SEO tools
• Design software
• Professional email
• Accounting services
• Advertising

Only pay for tools that genuinely improve your workflow or business operations.

Can AI Content Writing Become a Full-Time Business?

Yes, it can become a serious business, but it should not be treated as an automatic path to easy money.

The technology reduces some barriers to content production, which also means more people can enter the market.

Your long-term advantage must therefore come from skills that are harder to commoditize.

These include:

• Subject expertise
• Research ability
• Editorial judgment
• Strategic thinking
• Communication
• Reliability
• Client relationships
• Understanding business objectives

AI Content Writing Business Checklist

Before launching, use the following checklist.

• Choose your target niche.
• Define your ideal customer.
• Choose one or more specific services.
• Create three to five strong portfolio samples.
• Build a professional online presence.
• Develop a repeatable content workflow.
• Establish your pricing structure.
• Create a simple client agreement or scope of work.
• Develop an outreach strategy.
• Track prospects and follow-ups.
• Fact-check every important piece of content.
• Request testimonials from satisfied clients.
• Develop recurring service packages.
• Continue improving your writing and research skills.

Frequently Asked Questions About AI Content Writing Businesses

1. Can I start an AI content writing business without being an expert in AI?

Yes. You do not need to become an AI engineer. You need to understand how to use AI tools effectively within a professional content workflow. Writing, research, editing, communication and subject knowledge remain important.

2. Is AI content writing the same as traditional freelance writing?

Not exactly. AI-assisted writing incorporates artificial intelligence into parts of the workflow. However, the underlying business fundamentals remain similar: understanding the client, producing quality work, meeting deadlines and providing value.

3. Can I sell articles written with AI?

You can offer AI-assisted content services, but you should review the client’s requirements, applicable platform rules and contractual obligations. More importantly, do not simply sell unchecked AI output. Professional content should be reviewed, edited and fact-checked.

4. Will Google penalize AI-generated content?

Google’s guidance focuses on the quality and purpose of content rather than treating the mere use of AI as automatically disqualifying. However, creating large amounts of low-value content primarily to manipulate search rankings can fall under Google’s spam policies. ([developers.google.com](https://developers.google.com/search/docs/essentials/spam-policies?authuser=451499271&utm_source=chatgpt.com))

5. What type of AI content service should a beginner offer?

A focused service such as blog writing, website copy, social media content or content repurposing can be a practical starting point. Choose something you can deliver consistently and improve over time.

6. How do I get my first client?

Build several strong samples, identify businesses that need your service and conduct personalized outreach. Freelance platforms, networking, referrals and direct contact can all be potential sources of clients.

7. Should I charge per word?

You can, but per-word pricing is not the only option. Project-based and monthly package pricing can better reflect research, strategy, editing and other services included in the work.

8. Can AI replace content writers?

AI can automate parts of content production, but businesses still need people who understand their customers, verify information, develop strategy, make editorial decisions and take responsibility for the final product. The nature of writing work may change as AI becomes more capable, but the need for useful communication does not disappear.

9. Can I build an agency around AI content?

Yes. Once you have a reliable client base and a documented workflow, you can potentially add writers, editors, researchers, SEO professionals and other specialists.

10. What is the biggest mistake to avoid?

The biggest mistake is treating AI as a shortcut to easy money. AI can make production faster, but it does not automatically create expertise, originality, accuracy or customer demand.

Final Thoughts: Building a Real Business With AI

AI content writing represents an important shift in the digital economy.

The technology can help an individual researcher, writer, freelancer or entrepreneur accomplish more with fewer resources. But the opportunity should be approached as a business opportunity rather than a shortcut.

The people most likely to build sustainable businesses around AI will not necessarily be those who generate the most words.

They will be those who understand how to combine technology with human judgment.

That means knowing how to research a subject, understand an audience, identify a business problem, develop useful content, verify information, edit effectively and deliver a professional result.

Start small. Choose a niche. Build a portfolio. Find a specific problem you can solve. Use AI to improve your efficiency, but keep responsibility for quality in human hands.

Over time, an AI-assisted content-writing service can potentially evolve from a simple freelance activity into a specialized consultancy, content studio or digital agency.

The technology is only one part of the opportunity.

Your skills, systems, reputation and ability to create value are what turn the technology into a business.

Key Takeaways

• AI can lower the time and effort required for many content-production tasks.
• A profitable business needs a clear customer, service and value proposition.
• Human expertise remains essential for research, fact-checking, editing and strategy.
• Specialization can help differentiate your service.
• A portfolio is essential when building credibility.
• Recurring clients can provide a more stable business model than one-off projects.
• Do not build your strategy around publishing huge quantities of generic AI content.
• Use AI as a productivity tool rather than treating it as your entire business.

Disclaimer

Disclaimer: This article is provided for general educational and informational purposes only. It does not constitute business, financial, legal, tax, investment or professional advice. Business results from AI content writing can vary considerably depending on individual skills, market demand, pricing, competition, client acquisition, operating costs and other factors. The use of artificial intelligence does not guarantee income, search-engine rankings, clients or business success. Always review the terms, policies and requirements of the platforms and services you use, verify important information independently, and seek qualified professional advice where appropriate.

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