​Read online​

Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, ​subscribe here.

There's this false dichotomy that's creating unnecessary tension in the copywriting world right now.

On one side, you've got the purists who are completely shunning AI. On the other, you've got people who think you can just throw a basic prompt at ChatGPT and get conversion-focused copy in return.

The purists: These are the folks who pride themselves on being "100% human-written." And look, I get the appeal of that stance, right? But the reality is, it's putting them at a competitive disadvantage as AI capabilities continue to grow exponentially. It's kind of like insisting on using a typewriter in a world of word processors.

The delegators: These are the people on the opposite end who believe AI can somehow replace strategic thinking. They throw basic prompts at ChatGPT and expect perfect copy in return. The results are... well, about what you'd expect – generic, surface-level, and missing that deeper human connection.

The alchemists: This is where I want to be. We understand that AI is basically a powerful tool that, when combined with human expertise, creates something greater than either could produce alone. This is where we create “AI-assisted” copy, rather than “AI-generated” copy.

So what does “AI-assisted” copy actually look like?

AI-assisted copy doesn't begin with a prompt.

It begins exactly where good copywriting has always begun: with deep research, strategic thinking, and understanding the audience.

Let me walk you through my process:

1. Do the deep work first: Research, audience analysis, competitive review, and strategic planning all happen before involving AI. These fundamental elements haven't changed.
2. Create a knowledge foundation: Feed this research into the AI, providing context and background that no generic prompt could ever include. This is where you're basically turning the AI into an extension of your research team.
3. Collaborative conversation: Engage with the AI through specific direction based on your expertise, treating it more as a thinking partner than a replacement. This is where the alchemy really happens.
4. Apply your unique insight: Guide the AI with your specialized knowledge of copywriting principles, psychological triggers, and strategic narrative. Your expertise becomes the director of this collaborative process.

A real example

Recently, I was working on a B2B sales deck and needed to revise the transition between competitive alternatives and introducing the client's solution.

Here's a snippet of my actual conversation with the AI:

Notice what's happening here? I'm:

• Directing the narrative strategy (creating space before introducing the client)
• Applying psychological principles (keeping prospects' minds open vs. triggering sales resistance)
• Specifying the emotional tone and flow I want (organic narrative vs. bullet points)
• Thinking about the strategic sequencing of information disclosure

AI alone would never make these decisions.

This is where human expertise becomes invaluable – it's the alchemy of combining human strategy with AI execution.

Why this approach works better (and it's not even close)

AI-assisted copy offers several advantages over both traditional and AI-generated approaches:

• Expanded creativity: AI helps you break out of your typical patterns and phrases, kind of like having a brainstorming partner who never gets tired
• Enhanced scale: You can produce more comprehensive work while maintaining quality, because the AI can keep track of details that might slip through the cracks
• Consistent voice: AI helps maintain tone across larger projects once properly directed, which is huge for brand consistency
• Strategic focus: You spend more time on high-value strategic decisions rather than execution, which is where your expertise really matters

The key insight here is that AI works best when it's handling the execution of your strategic vision, not determining the strategy itself. Make sense?

The future belongs to the alchemists

As AI continues to evolve, the gap between the purists and the alchemists will only widen. Those who refuse to incorporate AI will struggle with productivity and scale, while those who embrace AI without bringing expertise will produce generic, ineffective content.

The real winning approach combines the irreplaceable human elements – strategy, emotion, intuition, and deep customer understanding – with AI's capabilities for pattern recognition, consistency, and scale.

If you haven’t started playing with as many tools as possible yet, start now.

What has your experience been with incorporating AI into your creative process? I'd love to hear how you're navigating this new landscape.

DISCOVERY

Just Recorded: Mastering Tech Growth Podcast with Mike Sirius

I just wrapped a fascinating live session on the Mastering Tech Growth podcast with Mike Sirius, where we tackled a problem I see constantly: companies investing months building products and thousands in ads only to hear crickets.

The issue often isn't your product or even your marketing budget. It's that confused minds simply don't buy. Your customers bounce if they don't "get" what you do within seconds.

So Mike and I broke down the whole process of developing messaging that actually converts:

• How to gather the right customer insights (beyond just basic demographics)
• Using AI to analyze and even simulate customer thinking (this is where things get really powerful)
• Transforming those insights into messaging that resonates
• Why messaging is never "done" and requires continuous improvement

If you're struggling with conversion rates, this episode walks you through my entire strategic framework.

RESONANCE

Robert Greene, The 50th Law

Have a great weekend!

Cheers,

Chris

Chris Silvestri Founder & conversion alchemist

🙌🏻 Let’s be friends (unless you’re a stalker)​

When you're ready, here's a few ways I can help