“Looks fine” famous last words
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Hey Reader, I read a lot of copy. Home pages, sales pages, about pages, blog posts. Critiquing messaging & copy for Expert Up Club members is basically a core part of my week. I know what works and what doesn't. And I've noticed something: AI copy has gotten good enough that people are stopping at the shitty first draft. Because it looks pretty good. It's professional, hits the right beat, and sounds specific enough. So I decided to run an experiment. I gave AI a good prompt, real niche, real offer, real client, and let it write a full homepage. It produced something that looked pretty good. Here's the thing about pretty good, especially if you're selling to organizations or to real humans who live outside the online business bubble: pretty good is the most expensive kind of copy you can publish. There were three specific places this homepage failed in ways most people would never catch before hitting publish. I broke it down in a new video. AI can do a lot of great things. It can automate the tedious stuff, slay overthinking, and get you to a shitty first draft fast. What it can't replace is your taste and discernment. Without that, you end up with copy and messaging that sounds exactly like everyone else who does what you do. It produces the average of the average. If you're done settling for pretty-good messaging, it's time to join the Expert Up Club. I'm booking tours now. Stop settling for mediocre by booking a tour of the Club. Yours in rebellion,
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Make Marketing Suck Less
Marketing strategies for solo business owners who sell outside the online business bubble. Messaging and marketing for consultants, service providers, and experts whose clients live in the real world—where funnels don't work and referrals matter more than reels.