AI Copywriting Secrets

The State of the Marketing Union

Hey, hey, this is Charles Kirkland. You're in for an exciting podcast episode today. Now, like we said, this is the state of marketing. And if you ask any marketer on the planet, that's has a bolt, what is the hottest thing in marketing? Everyone will say Amazon. A. I. A. I. A. I. And that's great. But here's the problem with a I.

Most people don't know how to use it or using it inappropriately. And then it's like, well, you know, this crap sucks. And I've got Jason Parker, my partner in crime here. Now, I will tell you, Jason knows more about a I than anyone I've ever met. He literally is training the biggest copywriters of In the world on AI, the guy is just, he is deep dive.

I should call him Jason AI, the Parker. So dude, how are you doing today?

Hey, doing great, man. I'm happy to be here as always and talk about AI, which is probably my favorite subject right now, because it's just saving us so much time and energy. And literally stuff that used to take me three weeks can be done in an hour now. You know what I mean? So it's

let's back up here. Okay. So let's talk about AI. Like when, when, with the general conversation I've asked, you know, what do you think of AI? I get, well, it's good, but it's not there yet. And what, what is your take on that? That

understand what's capable, what it's capable of. So AI is actually capable of doing something I call, uh, making an extension of yourself or a second brain. And when you use AI as your second brain, it becomes an extension of you. It's really you and AI form.

You're trying to almost digitize yourself in AI. That's the goal. Very difficult to do, but, um, obviously you can't completely digitize yourself, but when you do it right and do it the way I do it. Then it's, it's a tool that's an extension of you. It puts what you're already doing on steroids, like your brand voice, for example, it can put that on steroids and you can give that to an intern and they could put your brand voice on steroids, or, you know, you can scale your brand voice in a lot of different ways, whether you're using the tool yourself or you hand it off to somebody else. But let's say you have a company and you're trying to create this uniform brand voice. would create tools that would write exactly in that brand voice and it with the exact marketing messaging you want. And then you can give that tool to your entire marketing team who can then take it, run with it and scale your voice.

That's the way I look at it. It's, you know, you're trying to authentically scale your voice. People who don't AI and where it's actually at right now have falling, have fallen behind. They don't realize how far the rabbit hole has already gone. If that makes sense.

makes sense. Okay. Okay. You just said something huge. You actually have to work to train this thing. So, I mean, is this like out of the box? I want to go get a car. I'm just going to put the key in and drive every, every Honda is going to drive the same way every other Honda course going to drive, but with AI, you're telling me we have to train this to get a specific output.

Is that correct?

Yeah. So the way I look at it is like this. Most people who are down here, if there's a ladder of AI down here, there's this generic copy that everybody's getting the generic AI. That's what most people see when they look at AI and everybody hates it. When you see the outputs from these, you can smell it a mile away and you say, look, I'm not going to read this.

It's not authentic. It's not written by a person. That's where most people are at. But you take another step up that ladder and you have sort of this framework kind of style AI, which is more, uh, like framework in terms of it can match certain sentences and things like that. And that can be great. Like templated can be great. And then above that you have kind of conversational AI, which is good, but oftentimes it doesn't really convert. So, and then above that you have, uh, conversational AI that can write in your voice, but it still doesn't convert. Uh, but then at the very top you have. This off what I call authentic AI. And that's where, uh, yeah, you have to train AI to get to that point where it actually can write exactly like you in terms of copy and content anyway, at scale, like write, like you at scale, you have to be at this top of this ladder.

I'm not bashing what's below that ladder, because there are a lot of companies and people who want to use AI to write just high converting copy that's template templated is fine. That's there's no problem with that. But what if you've worked for five years to create your own brand voice? You know, and you want that to be uniform across your whole marketing team.

If you want that. And if you want to continue your brand voice, a very specific brand voice, then you'd have to climb to this very top of the ladder. So that's totally true.

Now that makes absolutely perfectly sense. So basically we're saying every like, if I ask, I'm a log in the chat, GPT poll, whatever, it makes no difference for this example. And I say, write me a high converting sales letter. Like it would understand like, okay. Headlines, body intro. It understands the fundamentals.

Yeah. But you're saying I have to basically feed it my brand voice. I've got to train it. And once you've got it trained, then you literally have an extension of yourself. So if you needed to knock out a Black Friday offer tomorrow, you're saying you could do this. And, and I can tell you last year, it was taking weeks to like create this framework, find the angles and do everything.

And you're doing that now.

And potentially ours.

I could do it this morning. Like I, I did do 22 pages of emails this morning, indistinguishable from what I would have written in a lot of different ways, you know, like maybe in two different writing sessions, I would have written slightly two different ways, but this AI output that we're getting by building this authentic AI creates an extension, a literal extension of what I would have written.

Like it's, it's indistinguishable from, from myself,

Well, let's see that is huge because you're literally saying most people are using AI, quote unquote, to like, they're trying to give it as little input as they can. And you're saying, no, you train it, you work with it. And once you do that, it is an extension of you, like, like your, I mean, your campaigns have always converted.

They've, they've always rocked. And literally you're making that. Now I'm going to ask a technical question. Does it make a difference what AI I use? I mean, aren't they all alike anyway, right? Maybe.

it makes a difference because of, we're really, I would say the best one for copy right now is Claude's on at 3. 5, but GPT is about to have a GPT five. And when that comes out, that could overtake Claude, because I feel like it keeps flipping between those two in terms of copywriting anyway, because like you said, you know, I, I write copy.

Uh, my interest has been in creating authentic copy through AI and scaling your voice through AI. That's been my interest in it. So I wouldn't claim to be an expert in all things AI. That's just specifically what I do. You know what I mean? Because we have written so many campaigns that Wanda that did that did take weeks to, to write. And now, you know, I've trained it to where it can write that really in, in minutes. It can write what I, you know, things I used to charge and you know, you were there charge $8,000 a month for a campaign, um, that I can write the same day now. Like, just to be honest, like I can, that in one day now easily.

I could generate it in minutes and then it manually and be done with it for the

That's huge. I mean, that is like, that's like going from a train to a, I mean, it truly becomes the fact that output literally let's, let's pretend the quality of output here is 99 to a hundred percent output. Doesn't your quality output does not really change. But the ability to crank that out from a week down to a day down to hours.

And that's only possible because you've trained this. So me as a rank beginner, I'm going to get on here. I'm going to be the guy at the bottom line to go, man, this crap don't work. You know, like, like it doesn't understand me. It's like a woman. It doesn't understand me. But yet when you train it, you're going to get that quality of output.

And you're also talking about, you know, chat GPT versus cloud. I mean, it's almost like I kind of can Intel the video race or whatever. Like, there's a leapfrogging event. Now, do you have to, let's just pretend right now I'm using Claude.

Mm hmm.

comes out. How hard is it to retrain

Oh,

like my Claude?

that's interesting. Um, it just may take a few tweaks to be honest of what you were doing before, but I noticed when I switched models, sometimes I have to tweak a little bit, but you know, my, my prompts for the things I'm using can be like 10 to 20 pages. Because they triangulate exactly the way I write structurally on a, actually structurally as an overall campaign from a macro level, but structurally within that one piece that's within that campaign, it could be an email or whatever, and structurally down to. The parts of speech, like literally what kind of verbs I use and phrases I use. So it's, um, it triangulating or novice triangulating. And what it is, is you triangulate from the macro down to the micro. So there's no possible way for the AI to not know how to write like you, because you're telling it. Every possible way, because when you're writing copy, it's a, really a mixture of a lot of different decisions that you've learned how to make over the years. Like it could be thousands of decisions you're making subconsciously as you're writing. So you're teaching it those decisions from macro down to micro. Does that make sense?

That makes sense. So basically it comes down to, you've put many, many years of experience and personal know how into a quote unquote format that you can feed it with, like you said, with some tweaks depending on what you're doing and you can produce content.

Yeah. I will say the way I typically do things is like this. I will generate. with my extension of myself, my custom AI, and then I'll do one manual pass on it and I'll be done, but it's similar to if I wrote a whole draft and then I did one manual pass on it and I know it's done. So I would just say that, um, it really is an extension of me. It doesn't say, you know, it outlaws words that I would never say, for example. It outlaws all, everything I'm building outlaws or bans words that, uh, make you sick when you read AI copy, because here's the thing, Charles, like the whole world right now, and the whole marketing world is getting flooded with generic AI copy.

Yes.

just becoming less and less impactful. I ban that kind of stuff from even coming out in the output. Does that make sense? Like I

That makes sense. Now, now we've only been talking emails. Emails can be short. They can be sweet. Some people think they're easy to write. Some people are harder to write. But how does AI handle sales letters, copy books, ebooks, social media posts? I mean, you can make it do emails, but what about this other collateral?

How does that, how does that hold up?

Oh, easily, because for example, with the templated kind of approach, which I mentioned, you can write an AC style sales page. And I think I did it in less than five minutes the other day,

Yes. That's that's why I'm taking my time and say. Yeah. Our.

can be? Dozens of pages in one day, because a lot of what I do is if I do write something manually, I'll take it and I'll put it into a bot in a certain way, you know, or into an agent. Which can produce that at scale. So often that's, I guess that's how I work often. I'll, I'll take something I really like and I'll break it down into terms that make it indistinguishable from myself, but cranked out in a very, like, like putting me on steroids and cranking it out with AI, that's what I do. anytime I like something, I will build it in and I'll do that. But like, I get, it all goes back to that triangulating though, Charles, like if you want to triangulate. Something to write like a VSL. Literally, there's no possible way. It can't know how to write that. If you tell it all the decisions you would make to write that, you know, and just do it over and over and over. And those decisions are based on all these macro structural things, but also these micro structural things and everything in between. So something called, uh, that I call universal writing patterns. And these are a little bit. Less, they're not completely micro, they're not parts of speech or phrasal level.

There are combinations of writing patterns that you would typically see throughout my copy, for example, and stacking those patterns. And when I realized I stacked those patterns often, I built that into cop. I built that into my stuff, into my AI, my custom AI. And the fact is that you can, anyone can do that.

They can take the way they write, for example, and create these universal writing patterns and the AI will spit out. Stacks of their universal writing patterns. That's just one example. Um, another thing is prompt chunks. So prompt chunks get a little more micro than that. Prompt chunks will analyze my copy, for example, and give me chunks that I can stack within my AI that write, uh, you know, nouns like I write them or verbs the way I like, right. Maybe I like to be more visual. Maybe I like to be more conversational. It's communicating to the AI in every possible way so that it can't possibly not write like you. You know, because like the human brain is making all these thousands of decisions. You're just giving those decisions to the, to the AI.

Yeah. Yeah.

That's going to explode either one. Either way. Either way. Um, and most people are using it as a Kia soul when they could morph it into the Ferrari or the Lincoln or, you know, some, some elevated car.

Basically, machine. And it's almost like a blank canvas. It's kind of like vanilla ice cream. And if you know what to do with it, you can make this into the most extraordinary copy. Equal to the level of the person writing. And if they have the right prompts, and the right quote unquote inputs, you can make it Let's pretend that you're a, not you, but let's pretend John is an average copywriter, you know, he, he writes good copy.

This could actually help him increase his output, but also increase the quality of that out, you know, so it's exponentially higher than what he would have had.

And I'll tell you what I do in that kind of case when someone comes in, who's, you know, not typically like, like we talked about the pros who come in because I have huge names that come in and learn under me who, that's why I call it a mastermind because, um, don't want to insult anybody because I learned from a lot of people who are in there now, you know,

Dude, you got the biggest copy

in here. I mean,

I'm not

anyone because I learned from all of them at different times. if someone comes in, who's a, who's like, um, a

doing that. That

you know, what I do is I would give them something I built and then I would let them tweak that to their liking, you know, like they could build their voice into something I built. there's different ways to do this. You can build something from scratch that writes exactly like your brand voice on a scalable way.

If you love the way you write VSLs, for example, you could build something that mimics what I'm doing. The way you write VSLs to a T, but if you're a newer copywriter or something like that, you could come in and I will give you something I built within my voice you can take that and you could use it as is it's no problem, but you could take that and I show you how to customize it for yourself now.

So you can kind of lean on a mixture of the two. Does that make sense?

makes sense. So now I'm going to ask like the, the elephant in the room question. Yeah. What does this mean for copywriters in the future? Are there going to be less copywriters? Will there be more copywriters? And how does this impact the, you know, the marketing world at large?

Here's what, here are my thoughts on it. And I'm sure I'm wrong. I know. but it's not a matter of whether you use AI or not anymore. It's gotten to the point of how good you are at it. That's, that's what matters now. How good are you at AI? that's what it matters. That's what matters if you're a copywriter, because things are about to get absolutely insane. And it's going to be more visible than what I've been telling you about, because a lot of the stuff that people are behind on is far down the rabbit hole, like the stuff I've been talking about as far down the rabbit hole, but it's going to become very obvious, obvious what. Is actually available very soon and that's GPT 5 is going to be more autonomous. So we're getting to a point, Charles, where we're going to be telling AI to write all day for us and we come back and look at our computer and we have 10, 000 pages of copy sitting there. That's where we're going. So what does that mean for a copywriter? You can be the, the most AI enhanced, best copywriter in the world.

So that's the way I look at it. Or you could fall behind right now. And I don't like to be a fearmonger, but I, I like this concept of being a full stack marketer. So if you're a copywriter right now, you could branch out into CRO and you could branch out into media buying because you have AI doing a lot of heavy, heavy lifting for you now.

I'm picking up, um, the text that was written for the first time in a movie. Nothing but glitters and sparkles and fire and gold and pink and the and the and the

it's really for, if you're, um, if you're a service provider, the future is going to be like for the full stack marketers. That's

This is huge because your your take on this is radically different from any other take. Most of the take you get people is like they're going to be out of business, you know, homeless under the bridge with the sign, right? Copy. And then you've got others are gonna be like world domination, but I think you nailed it best.

You know, most people and we all work for a lot of different companies. When you say full stack, A, the dollars go up, it becomes, you become way more valuable to a company because if you're only a media buyer, well, you've got very specific set of skills, but limited. If you're only a copywriter, only a CRO, but when you can come in and, and you have knowledge of all of this stuff.

It literally gives you that trifecta. You become a trifecta, and the amount of money you can make goes up exponentially. More importantly, the quality of that output goes up. So you have the ability, A, to work with more clients, getting paid more money, and...