When your next trial user is not human... AI assistants such as Claude Code, Codex and Cursor now write a lot of software. And more and more, they also choose the tools that software runs on. A developer asks for a place to store data or a way to send emails, and the agent compares the options, picks one and moves on. So who’s reading your pricing page first? More and more often, it’s an agent. Armature, who helps developer-tool companies get recommended by these assistants, ran nearly 17,000...
2 days ago • 4 min read
I built an AI coach that makes me do the work A big dilemma for every marketer using AI to write copy. Actually, to revise copy: You still approve it, but if AI chooses the problem, picks the evidence and writes the argument before you get involved, you’ve skipped several opportunities to practice making those decisions yourself. Reviewing the result takes judgment too. But recognizing a decent answer and arriving at one are different kinds of work. I don’t want my writing practice to become...
9 days ago • 5 min read
Before you ask AI for better ad copy, read this I’m working with a client who wanted to launch his own ads using a writing kit we’d put together for him. The kit gives Claude the context it needs to write for his business: the messaging we’d developed, who the offer is for, the claims we can support, approved copy, and examples of my edits explaining what makes the writing work. It also includes prompts and a workflow for drafting and reviewing new copy. So instead of starting every chat with...
16 days ago • 5 min read
How do you hire a copywriter in 2026? How do you hire a copywriter in 2026? And with AI writing so much of our copy, do you even need one? I’d start by looking at what you need help with. If you understand your buyers, have clear positioning and messaging, and know how to judge the copy AI produces, you might not need a writer for every page or email. But if you’re still figuring out who you’re writing for and what you should say, getting AI to produce more drafts won’t answer those questions...
23 days ago • 6 min read
What your signup numbers aren’t telling you In preparing today’s webinar on early user discovery, I’ve been working with a fictional example: a product helping small agencies get work approved by their clients. Their problem? People sign up, but few get to the point where they’re actually receiving useful feedback. The founder wants to buy more traffic. It’s an understandable move. More people coming in gives you more chances to turn someone into a customer. But it also leaves an important...
30 days ago • 5 min read
/o This week, I helped a client set up the context they need to write marketing copy in Claude without coming back to me for every draft. Which, when you make a living from messaging and copywriting, might sound like a questionable business decision. I’ve been trying to do some version of this for the past two years. I want clients to do more with the work we’ve done together, whether that means writing a campaign, briefing someone new, or adapting their message for a different audience....
about 1 month ago • 6 min read
Does your AI know how you write copy? When I started moving my copywriting work from ChatGPT and Claude projects to AI agents, I noticed something I hadn’t expected: the voice wasn’t really aligned with the materials I’d shared. Before, I’d create a project, put the research and strategy documents there, and prompt the model to help me write. In my experience, it was pretty good at drawing on those materials. I still had to make decisions and edit, but the project gave us a place to work...
about 2 months ago • 6 min read
What should B2B companies steal from creators? I read Ian Vanagas’s piece on why companies should market like creators this week, and I agree with a lot of it. If you only compare your marketing to your competitors, you’re often setting the bar too low. Instead, look at what today’s creators do, steal what works and adapt it. Yes, even to B2B. Caveat though, when I think about what this means for messaging and copy, I wouldn’t start by copying a creator’s hooks. I’d look at what they know and...
about 2 months ago • 3 min read
The two-minute value test Later today I’ll have two minutes to explain an AI workflow that took months of experiments, failed runs and head-scratching decisions to build. I’ll be one of seven speakers at an Exit Five live event, with more than 1,000 people registered. Each of us gets two minutes to walk the audience through an AI agent build. If I make it through to the next round, I’ll get an additional four minutes to go into more specifics and share a case study. Have you ever tried to...
2 months ago • 4 min read
How to write human again The first time a copywriter used this line, they must have felt like a god. “Cancel anytime. No questions asked.” It’s conversational, light, direct, and simple. It reduces signup anxiety by making you feel like you can undo whatever you’re about to do. Then, of course, every copywriter and their mom started using it. Now, most people probably overlook it. This week, I stumbled on a great example of how to fix that. More importantly, it points to where marketers and...
2 months ago • 3 min read