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

Why AI writes terrible copy (and how to fix it)

Ever stared at AI-generated copy and thought "this is... technically correct but completely soulless"?

Here's why: AI has access to literally everything ever written on the internet. That's both its superpower and its kryptonite. Without proper direction, it's like a kid in a candy store who ends up eating everything and getting sick.

Steven Bartlett nails this idea in "The Diary of a CEO" with what he calls the frame law: "The frame matters more than the picture."

Think about the Mona Lisa for a second. Same painting, different frames:

• Hanging in the Louvre? Masterpiece.
• Printed on a cheap coffee mug? Tourist trap.
• Tagged on a subway wall? Vandalism.

The frame changes everything – and it's the same with AI copywriting.

When you tell an AI model to "write compelling copy for my SaaS product," you're essentially asking it to paint without a canvas. It'll grab random colors from its vast palette of internet knowledge and splatter them everywhere.

And when copywriting is all about being specific and compelling to a particular target audience, that lack of focus kills conversion.

Still, I know that AI CAN write great copy if you teach it how. And that comes down to creating the right frame around it. Here's the exact frame I give my AI tools before any copywriting task:

1. Research & Insights Report (the why behind the product)
2. Positioning Canvas (where we fit in the market)
3. Messaging Framework (how we talk about what we do)
4. Value Proposition Canvas (what makes us unique)
5. Voice of Customer document (real quotes from real customers)

This frame turns AI from a random copy generator into a focused writing partner that actually understands your audience and what matters to them.

Next time you're using AI for copywriting, spend less time tweaking prompts and more time building the frame. Your copy (and your conversions) will thank you for it.

P.S. Curious about how I build these frames for clients? Hit reply and let's chat about it.

DISCOVERY

The alchemy of high-converting SaaS websites

Just dropped a new video going over my "Alchemical Transformation Process™" – the exact framework I use to help B2B SaaS companies double their website conversion rates.

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This is specifically for you if:

• You're post-Series A and getting decent traffic
• Your complex product is tough to explain simply
• Your website looks great but isn't converting
• You're tired of blending in with competitors

I'll show you why words alone are just the base metal, and how to transform them into gold by combining them with UX and a solid understanding of your buyer's psychology.

Check it out here.

(Not there yet? Bookmark this for later. But if you're nodding along to those bullet points? You'll want to take notes.)

Create ICPs and marketing strategies in minutes

Yesterday I had a coffee chat with Ihor Dervishov, the founder behind M1-project. It's a tool to create ideal customer profiles and go-to-market strategies. I'm not an affiliate and I don't get a commission out of this, but I just wanted to share it. I see lots of potential if you want to save some time and resources instead of using individual LLMs for research and analysis. Check out the examples on their site.

I love seeing more tools popping up in the space. People are catching up to it!

RESONANCE

Raymond M. Kethledge, Lead Yourself First

If you can’t lead yourself, how do you expect to lead others? Leadership is first and foremost a selfish, self serving act. You wouldn’t follow someone who can’t lead you. Start by being the utmost exemplar

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