As I see it, AI is rapidly taking over (and mostly already has) the job of the copywriter.

The person who is skilled in writing, communication, and direct response tactics. This role takes the “copy planning,” the mechanisms and big ideas, the structure, and fills everything in with words. They are responsible for wording and sentence structure.

LLMs have become so effective at mimicking persuasive human writing; as long as they’re given clear instructions, big ideas, mechanisms, metaphors, and structures/templates they can write very effective copy.

This brings us to the big question. What is the responsibility and leverage of a human being when it comes to marketing/DR/media? It becomes everything that precedes the writing.

Choosing the mechanisms (AI can help come up with great options), choosing the big problem and big promise (pulled from research done by AI on your market, based on studies and forums), and most importantly, choosing the overarching big idea.

This big idea is the seed, the first domino, in a successful promotion, VSL, or offer. The big idea is essentially a 1 sentence summary of how your mechanisms bridge the gap between the big problem and big promise. It’s the core of what you are selling, it IS what you are selling. It’s the reason they buy.

Examples of big ideas: -

• Gundry MD: you have holes in your gut caused by lectins that let through bacteria which cause weight gain and low energy. The nutrients in these supplements heal the holes, stopping fatigue and helping weight loss.

Summary: supplements plug the holes in your gut, you lose weight.

• ProDentim: modern lifestyles remove the good bacteria from your mouth, leaving no line of defense, and teeth and gums are damaged. These gummies restore good bacteria, natural defenses, and naturally heal gums and teeth.

Summary: good bacteria supplements heal teeth and gums.

• Miami MD: wrinkles are caused by a deficiency in the underlying structure beneath skin cells. This cream goes beneath the surface layer, rejuvenates the weak structures, puffs up skin.

Summary: supplements strengthen the underlying foundations of your skin = no more wrinkles.

These are all 8-9 figure campaigns built on one core big idea that cuts straight to the dream desire of their market, identifies the core problem, and gives problem and solution mechanisms that are new, unique, and make sense.

In the future, I believe the best marketers will not be those who write the best copy, although this will always be a highly valuable skill, but those who are the best psychologists and have the deepest understanding of human desire and subconscious thought process.

It sounds simple or theoretical, but this is also a literal, practical, real skill that can be developed and nurtured through practice and intention.

I encourage you to master copywriting, because it is the most direct, concrete practice of the above-explained skills in coming up with big ideas.

But when it comes to execution, do not shy away from using AI to handle the workload, so you can test as much high-quality copy as possible.

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