AI Can write anything.
but it can't make people care.
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From a content perspective, how do you know you're using AI effectively? It looks good, sure. That doesn't mean it works. The trick to making people care: Start with what they want. Then find out what's getting in the way.
AI is mind-blowing. Also paralyzing. Try someone with a strategy and copy background to help you get what you want.
Brett Perceval, Project Manager, Bose
"Rob's passionate about learning all the product details he can, and revels in the minutiae. He translates “engineer speak,” conveying the benefits in a way the customer understands—making him an advocate for both the brand and the customer."
Noel Wurst,Director of Storytelling, SmartBear
"Rob is one of—scratch that—Rob is THE most talented content creator I've ever worked alongside. His ability to work in any medium, and in as many or as few words as you give him, and to always have the reader, the brand, and company goals in mind is second to none"
Jessie Eteng, Technical PMM, Zuora
"Rob’s personality, creativity and love for collaboration makes him one of the best co-worker I’ve ever had! If you are seeking a dedicated and skilled content professional, Rob is the ideal choice."
Messaging that connects
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I've been writing UX, brand, and product copy since 2008. Whether the industry is software, fintech, medical, or retail, the key is always who and where. Doesn't matter if your using AI or 100-year-old copywriting techniques.* Nail down who you're talking to and figure out what they need.
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*Actually, use both.
The technology changes, but
human behavior doesn't.
All of your competitors are using AI. Without knowledge about how to brief out a project or tap into what your customer needs, you won't stand out. Knowing the fundamentals of strategy frameworks will separate you from the pack quicker than ever.
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This is where the human-behavior aspect comes in. Let's work together on it.
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