Ben Settle was talking about email copywriting, but it applies to any kind of writing if your objective is to get someone to do something, buy something or believe something.
So, writing.
And we would do well to remember it when we toy with the idea of using Ai to do all of our writing.
It might be a good idea if you just want to shovel words at a reader. But not if you want to persuade them (and get paid lawyer money to do it).
Settle said, “Email is a transfer of emotion and energy from writer to reader”.
Which is something Ai can’t do.
A professional copywriter can. You can. But Ai can only transfer information, not emotion or energy, which is why we shouldn’t let it turn our heads.
Use Ai for research, for outlining, for ideas, even for first drafts. But not for anything that requires the human touch.
Someday? I don’t think so. But what do I know? I’m only human.
