Ain't no robot takin' my job

In the TV show 1923, a cowboy and a salesman have a conversation that hits close to home today. The two are debating whether “conveniences” like the refrigerator actually give people more time, or just create new problems:

Cowboy: What does that wash?

Salesman: That’s a refrigerator. Top compartment keeps food, frozen. The bottom compartment maintains a temperature of 38 degrees.

Cowboy: And you sell it?

Salesman: We rent them.

Cowboy: So you sell electricity, and then you rent all the things that need electricity?

Salesman: More or less.

Cowboy: We don’t need any of these things.

Salesman: Well, they are conveniences. Their use gives you time to do other things.

Cowboy: What other things?

Salesman: Well, like other chores.

Cowboy: Until you invent machines to do those, then what do we do?

Salesman: Go on a picnic, go for a swim, go to the cinema! You can enjoy a more leisurely life.

Cowboy: But that ain’t more leisurely, cause we gotta work more to pay for all this stuff.

Salesman: This is the future. Every home in New York City has electricity. They have refrigerators. Some, even have electric stoves.

Cowboy: No, here’s the thing. We buy all this stuff, we're not working for ourselves anymore. We're working for you!

Sound familiar?

It’s the same conversation we’re having today about AI. Does it free us up to do better, more meaningful work, or does it make us obsolete?

Like the refrigerator didn’t eliminate cooking, AI isn’t here to eliminate copywriting.

AI tools—whether it’s for drafting, research, or automation—give us an unfair advantage: time.

And it’s up to us to put that extra time to good use.

It’s time to focus on what machines can’t replicate. I’m talking about time for the strategic work, time for studying the emotional nuance, and time to use our human ability to understand the subtle fears, desires, and motivations of a buyer.

We’re no longer bogged down by the minutiae. We can spend more time refining messaging, digging into mountains of research, and creating content that connects on a deeper emotional level. These are the things AI simply can’t do.

“But what if AI gets better?!”

Oh it will. It is getting better, by the week.

Well, then it’s up to you to find more and better ways to use it intelligently as a partner. To find more efficient uses of the extra time you get.

Let your “apprentice” handle the heavy lifting while you focus on the artistry.

The best copy comes from the alchemy of research, human insight, and creativity. AI can help us gather that research faster and offer suggestions, but it’s the human mind that decides what resonates and connects.

We are still the ones behind the wheel.

AI can only take us so far. It might generate the content, but it lacks the context. it’s our empathy and creativity that turn those words into a message that moves people.

In the words of advertising legend Sir John Hegarty:

So, as we learn how to integrate digital technology into our communications, we’ll gradually realize it simply represents speed and access – the ability to get more of what you want faster and share it with more people. Actually, if you think about it, this is what technology has always represented to varying degrees.

The real question is: Will you let AI replace you, or will you use it to free yourself up to do the work only you can do?

📚 Copywriting nuggets in the wild

Content of the week: The holy grail skill of content marketing

Speaking of AI and whether or not it will replace you, this video is a big reminder that - when you're the expert - the best content is always going to be the one that comes from your intuition. Especially when you're in flow.

Great super small and yet undiscovered Youtube channel I just stumbled upon. The guy is apparently the "funnel expert" behind some big creators online.

Swipe file: Repositioning for creators

I like Convertkit's (now Kit) new positioning and branding. It's a good example of using specificity and contextual, relevant social proof, to reach your target audience. Take a look at their use case pages, too, they're excellent.

✅ Don't miss it

Last week I've had a great chat with Dan at the Tropical MBA podcast. We've workshopped a 5-step framework for creating and communicating a compelling offer and landing page, in 30-minutes. If you're a busy founder or marketer, this is for you.

🤔 Thought of the week

"You must allow yourself to decelerate to the speed your work demands."

Eddie Shleyner, Very Good Copy

A true master never loses sight of what matters: learning, executing, mastering the craft. Let the work dictate the pace.

Have a great weekend!