WELCOME TO MY BLOG. HERE’S WHAT I HAVE TO SAY ABOUT AI, MARKETING, AND THE FUTURE OF COPYWRITING Okay, let's get this out of the way, because I know it's only a matter of time before someone asks: "Why are you writing a blog instead of making TikToks?" First of all, nothing against TikTok. I spend a mentally ill amount of time on that app myself. I've even gone viral a few times, which has given me an idea of what works and what doesn't. I just have the face (and the voice) for writing blogs. Writing will always be the form of communication I excel at most, and I believe that if you're gonna make content, you should either make good content or not make any at all. Seriously, the internet is beyond oversaturated at this point. Isn't written content dead though?Written content isn’t dead. In fact, plenty of writers are making serious money on platforms like Substack. It's just more brain-taxing than video content, which is why it’s more niche. If I’m creating content for a brand, I’d build an ecosystem with a mix of formats. If you're selling identity, written content is a must.
"The top creators on TikTok pay professional copywriters to script their videos... they’ll never trust ChatGPT to do that job."
There will always be something that feels legit and credible about written content. Copywriting might be changing thanks to AI, but it will always be the backbone of content creation. Copywriters are where it all begins; they’re the ones who put meat on the bones of a content strategy. The future of copywritingI see the writing on the wall. Before AI went mainstream, we saw the rise of the "editor/filler" copywriter—hired mainly to fill in the blanks around design. It wasn’t meant to be deep; it was an afterthought. That kind of copywriting is officially dead, replaced by AI. Thank god. Gone are the days of briefs like: “We need a name for this product. It’s like a pizza, but don't call it a pizza.” Those briefs made me want to scream until my life had meaning again. What copywriting will become is what it was meant to be: the story finders. The Evolution: The "Content Bible"Copywriting originally came from journalism. Back then, copywriters were investigators tasked with uncovering the "why" before writing a single word. Today, that expertise is evolving into Content Bibles. These are long-form, strategic assets that serve as the baseline for AI prompting. A Content Bible isn't just a style guide; it’s a deep-dive into brand soul, narrative arcs, and audience psychology gathered by experienced writers. By using a journalistic approach to "extract" the story, we create a master reference that prevents AI from sounding generic. You aren't just prompting; you're feeding the machine a decades-worth of human expertise. Guidelines and promptsBecause we shape the language in these Bibles, copywriters are the natural choice to write the master prompts. Below is a simplified version of a prompt I created for a client that is currently saving them over $2 million a year.
Lifestyle Product Prompt
Write a description for [PRODUCT NAME]. Focus on the design story, heritage, and emotional connection. Use lifestyle storytelling to evoke nostalgia or style identity. Structure: [TAGLINE IN CAPS] [Opening: 2-3 sentences on spirit/heritage] [Body: 2-3 sentences on materials/design] [Close: 3-4 bullet points - Benefit-driven headers in caps]
Performance Product Prompt
Write a description for [PRODUCT NAME]. Focus on innovation and material benefits. Communicate how technology enhances speed, comfort, or durability. Tone: Energetic and empowering. Structure: [HOOK LINE IN CAPS] [Opening: 2-3 sentences on purpose/impact] [Body: 2-3 sentences on technical innovations] [Close: 3-4 bullet points - Technical highlights in caps]
Thank you for making it this far. I’m excited to share the most useful tips and trends every advertising professional should know to stay ahead in this industry. Need help building your brand or implementing AI? Book a Call
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