“It sounded like a human being wrote it”

Last April, I was talking to a marketing agency about an email marketing role.

I sent over some work samples, and during the interview I wanted to fish for compliments. A horrible personality trait no doubt, but I couldn’t help myself.

“What’d you like about the samples?” I asked.

I was hoping for some praise on how awesome a writer I am.

But this exec told me something better…

“I could tell a human being wrote them,” he said.

Thank you.

That was the confirmation I needed.

Because I’d been hearing the opposite strategy over the last 3.5 years.

I had execs in my ear at the bigger marketing companies. Constantly telling me I need to be using ChatGPT to churn out reams and reams of copy. Then they would complain that it sucked. All while they wrote ChatGPT copy that also sucked – but were too prideful to admit it.

Yet here was someone who was telling me the opposite.

I was grateful.

I mean… aside from not wanting to AI myself out of a job, I believe copy (and writing in general) is thinking.

And when you outsource your brain to ChatGPT, you’re telling yourself that your way of thinking isn’t valuable.

But fuck man, nothing could be further from the truth.

Writing is thinking.

And the real ones know if you’re using your own brain to write or you’re relying on a robot.

It’s why I signed on with this company, and I’ve been doing my best work yet.

I’m not saying AI can’t be a tool.

I still use it every day to brainstorm.

But your own brain is still the most powerful, lucrative tool you have.

Don’t let it rot away.

And there might not be a better place to flex it than hooks – the first thing anyone reads – and the last thing you should let a robot write for you.

Here’s how I’m helping people flex their brain in the year of our lord 2026…

On Wednesday, Sept. 30 at 1 p.m. EST., I’m showing founders, creatives and copywriters how they can start creating hooks they strongly resonate with.

I’m calling it my “Electric YouTube Hooks” workshop.

You’ll workshop your hooks live with a small group of writers.

By the end, you’ll have 3-5 pieces of copy you’ll be excited to record.

There’s no upsell afterwards.

No long-winded pitch decks.

Just a group of writers creating hooks that earn the click on YouTube.

Seats are free – and I’d rather you use your brain than mine. But we’ll all be here to assist.

​Click here to reserve your spot.