Copywriters Podcast

A powerful mindset forces you to write scripts for TV and movies that compel viewers to watch. Keeps them glued to the screen, in fact.

There’s a nearly identical mindset like that for writing copy.

We’re going to look at both today, and how you can put the copywriting mindset to work for you right away.

This all stems from the prolific and controversial playwright, screenwriter and author David Mamet. He’s written tons of stuff but you may be most familiar with his devastating movie about sales, “Glengarry Glen Ross.”

Well, in 2006 Mamet adapted a memoir from a special ops soldier into a breathtaking TV series called The UNIT. 

He wrote a memo to his writers room on the show that was leaked and became legendary in Hollywood.

A little later on in the show I’ll share important insights from the memo–important for copywriters–and tell you how you can get a free copy for your own use and enjoyment.

I’ve also pulled out 5 rules for writing drama from one of his books, and these rules are easily adapted to writing compelling copy.

RESOURCES:

Book: 3 Uses of the Knife, on the Nature and Purpose of Drama

For as long as I remember, new people coming into direct response marketing believe that the old rules no longer apply, and they are in an entirely new game.

It’s just human nature.

As bestselling author Robert Heinlein told the Washington Post in a 1984 interview, “every younger generation that has ever come along thinks they invented sex.”

This comes to mind because of a comment I saw the other day on social media, where a successful young copywriter was asking with some annoyance where he could find some up-to-date social feeds on present-day copywriting info, and not on stuff on what worked 40 years ago.

That got me thinking, because a lot of what we do here on Copywriters Podcast is go over Old Masters material which is even MORE than 40 years old.

Now, to be sure, 40 years ago they didn’t have video sales letters online, or Facebook ads, or lead magnets… or really, any kind of Internet marketing. That didn’t start until the late 1990s.

There are certainly new technologies and techniques that we all want to keep up to date on. And sometimes we cover those here.

But as I was thinking about all of this, my question was more fundamental:

“Are there eternal truths of advertising copywriting that are as true today as they were 40, 50, even 100 years ago?”

It turns out, there are. Today I’ve got seven of them for you, with easy to understand examples from the past as well as from this decade–often, this year.

You’ll be impressed with how little has changed in terms of human nature and what we respond to.

RESOURCE: The Persuasion Story Code

It’s kind of unusual when someone you work with bursts into your office with an urgent problem, and then you proceed to develop a solution to that problem and simplify it over the next 10 years, and then your solution ends up becoming one of the most important books in business history.

But that’s what happened with our Old Masters Series selection today. Its origin story, nearly 100 years ago, begins when James Webb Young is working at ad agency J. Walter Thompson in Chicago.

A frantic ad sales manager for a magazine shows up out of nowhere and asks Young the following question:

“You have produced a lot of advertising ideas. Just how do you get them?”

No one had asked Young that question before, and he didn’t know the answer himself. At first. At least, at a conscious level where he could explain it.

He had to think about the question for years, but by 1940 he had the answer and he published it in a book. It’s the shortest book ever in our Old Masters Series, and really, considering how important and valuable it is, one of the least well known.

How short is it? Just over 5300 words. About 15-20 pages in regular-sized books, but around 50 pages in the smaller printed books it’s sold in today. You can easily read it in less than an hour.

Most people want to read it more than once. I’ve lost count myself but it’s at least a dozen times I’ve read it. Because it’s so precise and so powerful.

It’s easy enough to read. And the book will only cost you a few dollars.

But what James Web Young came up with over the decade while he was pondering the question, is, well, priceless.

And that’s what we’ll cover today.

Resources

A Technique For Producing Ideas, by James Webb Young

He is known for one of the most famous sayings in copywriting: “Enter the conversation already going on in the prospect’s mind.”

Yet most copywriters don’t know much about him, or even who he is.

That would be Robert Collier, who introduced the concept to copywriting 90 years ago, when he published The Robert Collier Letter Book.

I first learned about the book from Gary Halbert, more than 30 years ago. Halbert said it was one of a handful of books every copywriter needs to read.

Robert Collier himself used direct mail to sell all kinds of stuff. He sold raincoats for $14.65 by mail. Made-to-measure suits for $37.50. Sets of books. Magazine subscriptions. 

And Collier tested everything. When a letter worked, he wanted to know why. When it flopped, he wanted to know that, too.

The Robert Collier Letter Book is where he showcased his work. You get a chance to look at what he wrote, and read about the reasoning behind his decisions.

We went through the book and pulled out seven lessons. Each one starts with Collier's own words and then we'll talk about what each lesson means for you, today, whether you’re writing Facebook ads, youtube scripts, or full-fledged sales letters.

RESOURCES:

The Robert Collier Letter Book

Somewhere near you, right now, there's a store with a whole aisle of spiral notebooks marked down to 79 cents.

The gargantuan engines of the big yellow buses are getting tuned up or are already tuned up and ready to roll. 

Pencils are getting sharpened. 

And millions of kids are about to get something most adults never get anymore:

A fresh start. A new year of learning.

Think about that. Students get new supplies, new subjects, new teachers.

All kinds of fun, and discovery, and spitballs from the back of the class.

Meanwhile, what do we get? Nothing. As copywriters and business owners, we just keep working. Sadly, for us, there's no first day where everything smells like fresh pencil shavings and great possibilities.

Unless, of course, we build that first day ourselves.

So today, we're going back to school, but in a WAY different way than you did when you were a kid.

Everything on the agenda is designed to do one of two things: either sharpen a skill you use to make money, or refresh your imagination that is so vital to the work we do.

SUMMARY

1. Recess

- Buy something fun from an ecommerce site and take notes on every piece of messaging.

- Buy something else and enjoy it without taking a single note.

- Take a real walk with no phone, no podcast, no earbuds. If you are a fan of situational awareness, you would be in condition yellow.

2. School Supplies

- Pay for at least one AI subscription and actually use it.

- Start a swipe file, or clean out the one you already have.

- Get a real notebook and a pen you actually like to use.

3. Books

How do you make the transition from having a job to being a freelance copywriter?

Or, maybe more to the point, if you’re already a freelancer, how do you do what you do and get all the advantages of being a business?

Most copywriters don’t know. It took me years to find out and figure it out myself.

Today we’re going to drastically shorten the learning curve for a lot of listeners. Our returning champion is Kim Krause Schwalm.

Not only has she made this transition–from Publisher to freelancer–herself, getting established as a top A-list copywriting and making millions of dollars for her freelance clients…

But Kim has also mentored dozens of copywriters, marketers, and business owners. She knows what it takes to get the best of both worlds–having a job, and having your own business–and she has helped many other people enjoy those advantages.

Today, she’s going to share those secrets.

Resources:
Kim’s book Client Badassery Secrets is available in print or as an e-book from Amazon and other online booksellers. 

I was rummaging around on youtube when I came across this video with an outrageous claim:

“This book literally teaches you to think like a Harvard lawyer.”

My skepticism shot into high gear, but when I watched the video, from a youtube educator named Stephan L. Petro, I saw he was on the level.

I’ll tell you about the book in a minute. It’s really valuable for any copywriter, because it will help you sharpen up your sales argument quite a bit.

But more important, it has one idea called “the bridge” which most experienced copywriters do automatically but most beginners miss out on–and this idea can make all the difference between whether your copy works.

Now, we’re not lawyers, but in some ways we do the same thing, so it will be worthwhile to find out more about this book and what it means to us as copywriters.

Resources

The Uses of Argument, by Stephen E. Toulmin

This week I had a great conversation with a Hollywood screenwriting coach and screenwriter himself, and it reminded me about how much people in Hollywood know that copywriters can learn and use.

One of his most important points was there are structures that make stories work. Not rigid formulas or two-dimensional templates, but guidelines with benchmarks that have proven time and time again to act as a container for great stories.

I was reminded that we’re not always talking hero’s journey when we look at stories. I went back into some of my own research and found some more micro-story structures that we as copywriters can adapt to make our own copy that much more compelling.

We did this a couple months ago when we talked about The Dark Knight, Inception and Rocky.

Today I’ve got three new story types that will add a little Hollywood intrigue to our sales letters, sales funnels, websites and VSLs. 

Really, to any type of copy.

RESOURCE:

The Persuasion Story Code

Today we’re continuing with Part 3 of our Old Masters Series, focusing on the contributions of Albert Lasker. 

That’s because in 1898, Albert Lasker arrived in Chicago to work at Lord and Thomas, which he took over in only a few years.

And what Lasker and the copywriters he hired would do over the next 10 years would change the course of advertising.

We’ve covered lessons in Parts 1 and 2 of this Old Masters Series. Particularly, lessons for direct-response marketers.

Today we’re going to cover the last four lessons and then broaden our lens, because Lasker in fact had major and lasting impacts on our CULTURE, and he hasn’t gotten all that much credit for it as far as I’ve been able to tell.

So now’s the perfect time, since I think you’ll find some of the most important changes he caused to be interesting and possibly very useful in your own world.

Resources:

Today we’re continuing with our Old Masters Series focus on the contributions of Albert Lasker. This is Part 2.

Lasker is the one person in history who, more than anyone else, created the foundation for what advertising is today—at least direct response advertising.

On today’s show, we’re going to review some more of the most important lessons we have learned resulting from his innovations more than 100 years ago.

Here’s the short version of his history:

At age 18, Albert Lasker arrived in Chicago to take a job at the Chicago ad agency Lord and Thomas. The year was 1898.

And the location was in the Trude Building, at the corner of North Wabash Avenue and East Randolph Street. A little less than a mile south of where I worked for McGraw-Hill, on Michigan and Erie, when I lived in Chicago in the early 1980s.

But back to 1898. What Lasker and the copywriters he hired would do over the next 10 years would change the course of advertising. Today we cover eight more lessons from Lasker.

Resources:

The Man Who Sold America, by Jeffrey L. Cruikshank and Arthur W Schultz 

Albert Lasker didn't just become one of advertising's biggest names—he helped invent the way modern direct response marketing works.

In this episode of the Old Masters Series, we explore the principles that transformed advertising from clever announcements into measurable sales systems.

You'll hear the stories behind the ideas that influenced generations of copywriters, from Claude Hopkins to David Ogilvy, and why many of those lessons still outperform today's marketing trends.

If you've ever wondered why some ads persuade while others are forgotten, this episode traces the origins of the answer.

The tools may have changed. Human psychology hasn't.

Resources:

The Man Who Sold America, by Jeffrey L. Cruikshank and Arthur W Schultz 

Our special guest today didn’t start out planning to be a copywriter, but found his way into it after posting online reviews of his favorite martial arts movies in college, and getting his writing compared to that of Dan Kennedy.

He looked up Dan and found what he had to say interesting. But he didn’t become a copywriter or a marketer at the time. Instead, he finished his degree and went from job to job for a few years until he landed in sales, where he ended up doing really well. 

12 years after his first internet posting came the crash of 2009. Andrew Gould was the top salesman at his company at the time. But the company itself went under, and Andrew was out of a job. 

It was then he remembered Dan, and found his way into copywriting.

That was 17 years ago.

Since then, Andrew has racked up about $150 million in sales for his clients. He’s always been a freelancer and he’s written copy for companies in niches ranging from self-defense to joint mobility to power generators.

He’s also taken several hobby businesses from a few thousand dollars a month to $50K and even $100K a month.

Copywriters Andrew has coached have had multiple six-figure launches across a wide variety of niches.

Andrew says he’s not a great writer himself, but what has helped him do so well is his research.

And I quote:
“I focus on becoming the audience I’m writing for. For example, I’ve taken hot yoga classes this year for an offer I’m writing.”

Andrew told me he loves to focus on the fundamentals, which is something we both have in common. Andrew has a very systematic and easy approach to the fundamentals of understanding people, which ties right into his extraordinary accomplishments in research and the resulting sales.

I think this is incredibly valuable information that is not talked about very much, but should be.

Andrew agreed to share this approach with us today, and I was really excited to hear what he had to say.

Last week, we did a show on how content marketing is failing direct marketers when you do it the way everyone else does it.

Basically, social media encourages you to crave attention and approval, instead of get results.

Nathan asked me if we could a completely different version of the show, where we focus on including direct response elements in our content marketing.

I thought that was a great idea! So, we’ll do that, and cover the use of direct response thinking and techniques in social media, articles, videos and emails.

RESOURCES

My books:

The Persuasion Story Code

Our returning champion today is Kim Krause Schwalm, and she is going to share some amazing and unique information with you.

The late Clayton Makepiece, a legend himself in copywriting, said, and I quote: “Kim Krause Schwalm is one of the hottest copywriters alive.”

Here’s a little background:

Kim was always a marketer who could write copy. Before she launched her freelance career in 1998, she spent years in corporate marketing — from Brand Manager to Publisher — including building the Healthy Directions supplement business to the equivalent of nearly $40 million in sales within its first three years. 

But we’re talking to Kim today as one of the top A-list direct response copywriters in the country. She's racked up dozens of controls, beat legendary copywriters head-to-head, and was the first female copywriter to create a package that became a Boardroom control. 

Her clients have included Bottom Line, National Geographic, Green Valley Natural Solutions, and other leading companies across the US, England, Germany, and Singapore. 

Kim has a bachelor’s in Math and Statistics and an MBA in Marketing. She brings that rare combination of creative instinct and analytical rigor to everything she writes. And, she is the author of the number-one Amazon bestselling book, Client Badassery Secrets.

Today, she’s going to share secrets about writing bullet points you simply won’t get anywhere else.

Here’s Kim’s offer. There’s really more than I can tell you about. Seven deliverables and three bonuses. Some highlights include• Her Get Dangerously Good Copywriting System• The bullet writing boot camp, which today’s show was drawn from• Kim’s Million Dollar Controls Master Class

• Her Supplement Copy Boot Camp… and much, much more.

Six more pieces, in fact. Copywriting education I wish I had when I got started.
This bundle will only be available until midnight Pacific Daylight Time on Friday, June 19. You’ve got to read about it for a sense of everything you get, and then you can decide if this is for you.

Here’s the link:

If you’ve always wondered about content marketing, you’re not alone. It’s a confusing term and there’s no standard definition to describe what it means.

It really depends on your point of view.

Well, we have a point of view on this podcast, and it is the point of view of direct-response copywriting.

Now, to be sure, not EVERY word you write is part of a sales letter, even from our point of view.

But every word should lead in some way to a sales process at best or build up the business another way at worst.

And a lot of people get lost along the way, chasing shiny objects and striving for accomplishments that really don’t mean very much, outside of the momentary thrill of bragging rights.

We’re going to sort things out today so you can decide for yourself what matters and what you should be going after with your content marketing.

Links:

Social media can be a HUGE waste of time, but sometimes when you’re scrolling you come upon a gem.

I did last week, and it led to all kinds of crazy thoughts.

I was on Twitter/X, and I discovered this post by lesser known but A-plus screenwriting expert Tom Vaughan, who has written eight films.

On Twitter/X, he wrote:

I have noticed many younger writers prefer to forgo a romance in their screenplay. This is fine. You don't NEED a romance in a story that's not about the romance.

But you do need to fill that space. It's the RELATIONSHIP that is vital. A friend, parent, child, or sibling.

Audiences care about relationships. Perhaps more than anything else. And we want to see how those relationships affect the protagonists. For better and for worse. A key job with your screenwriting is to know the most important one in your story.

My first thought was, yeah, he’s right. Second thought: Uhh, I need to know more about this.

Third thought: OK, wiseguy, that’s fine for MOVIES. But what about copywriting?

I did some research and some thinking and you’ll be surprised how much the most famous ads in history involve relationships, as well as the most profitable one ever tracked.

I’ll share some interesting and useful information about all this today.

Resources

Tom Vaughan’s Twitter/X handle: @storyandplot

People always talk about opening your copy with a story, but most of the time, when you say what kind of story, they’ll look at you like you’re an idiot and say, “Hero’s journey, of course,” like there were no other viable options.

Well, the problem with that is, the way the great purveyors of hero’s journey stories, Hollywood Screenwriters, use them is as a macro story. The whole two hour movie is one long hero’s journey.

Within that framework are a lot of micro stories. And today we’re going to look at three types of micro stories. Two of them opened blockbuster movies you’re probably familiar with: The Dark Knight and Inception. The third type of micro story propelled the hit movie Rocky to a rousing finish, and provided its most memorable scene.

I’ve never known anyone, including my friends in the screenwriting industry, identify these story types, much less show how they can be used to increase attention and desire in sales letters.

So you’re in for a world premiere of these techniques. Get out the popcorn.

And… if you’d like some help writing stories that are much simpler and more compact than hero’s journey stories, let me invite you to check out my book, The Persuasion Story Code.

I walk you through writing 25 different kinds of proven micro sales stories in there. We’ll put a link in the show notes:

Think about these two things:

First, learning to write copy, and

Second, then actually writing it.

Wouldn’t it be nice if those two things, learning to write copy and then doing it, were free of confusion, anxiety, and terror?

That was the burning question that started me on the path of mentoring copywriters. I wanted to make it happen. Because early on, I had such a rough time learning myself.

Learning copywriting was so different from anything I had ever done that it seemed it didn’t matter what I had done before.

Anyway, after all this time I’ve gotten pretty good at teaching other people to write copy. And that was after having hit a fair number of home runs with copy I had written myself.

I haven’t eliminated confusion, anxiety and terror altogether, but I’ve reduced them by A LOT.

And then, along came AI. Problems anew.

AI can make things better or worse, depending on what you know and what you know how to do.

What do you need to understand that is largely misunderstood out there (which is why we have so many ineffective copywriters)?

I can tell you today with absolute certainty.

RESOURCES

This is very affordable, if you’re not in a place to make a significant investment in your copywriting education, no matter how much you need it.

It’s entirely digital, but with a twist. It was originally a group-coaching product, and there’s a progressive set of exercises everyone does.

They’ve retained the feedback the coaches to the same exercises you’ll be doing. There’s also AI advice with each lesson. The coaches include Dr. Harlan Kilstein, Kevin Rogers, Chris Haddad, and me! It’s John Carlton’s Simple Writing System. Here’s my affiliate link:

Our returning champion Mike Pavlish has written dozens of VSLs that have brought in $10 million or more. In fact, over the last 30 years, Mike’s copy has brought in over $810 million in sales.

And his work is still bringing in the big bucks today.

How good is Mike? On his website he’s got testimonials from legends like Gary Bencivenga and Bob Bly. But this one from an eye doctor named David Tavel, who has 24 clinics across Indiana, really stood out to me:

“Your copywriting pulled two to one compared to a big New York ad agency. I have been in business for 45 years and this is the best response ever. The results speak for themselves.”

Recently, Mike sent out an email that started out this way:

I've been in direct response for over 30 years.

I've written over $810 million in sales.

I've seen a lot of trends come and go.

But what's happening right now is different.

The speed of change is like nothing I've everseen.

Here are the trends I think every directmarketer needs to watch.

I asked Mike to come back on the podcast to talk about these trends.

A few days later one of our subscribers who lives in Spain, Norm MacLeod, asked me to invite Mike as well!

Mike graciously agreed, and we’ll get to those trends today.

As we return to our hit Old Masters Series segment, Copywriting 101, I’d like to let you know that the first edition of John Caples’s book Tested Advertising Methods was published in 1932–that’s 94 years ago!

Caples updated the book more than once over the decades–the last edition was published in 1998.

But the interesting thing is, over that 60 plus year span, the fundamentals remained the same. And they haven’t changed in the last 30 years, either.

Just in the same way that storytellers still refer to Aristotle and scientists and engineers still depend on Newton’s three laws of motion, copywriters can reliably depend on the fundamentals Caples laid out.

We are going to explore six more of them today.

And if a little voice in your head is asking, “What the heck are we doing reviewing fundamentals?!”, let me remind you of what basketball legend Michael Jordan said: “Get the fundamentals down and the level of everything you do will rise.”

RESOURCE

The future for copywriters and AI is pretty clear:

AI will not replace copywriters.

But… copywriters who know how to use AI will replace those who don’t.

Sounds simple enough.

However, once you get into it, you realize using AI to create copy that converts sounds easier than it is.

And the question boils down to: How do you do it?

I’ve been wrestling with that question for a couple years now, and I’ve found the answer.

If you already know how to write copy without AI, there’s still some work involved to write copy with AI… but it’s a lot easier.

If you really don’t know how to write copy, there are some things you need to learn… or help you need to get… in order to create copy that works using AI.

Either way, there’s a path for you to be one of the copywriters of the future… one who knows how to use AI to write copy.

That’s what we’ll talk about today.

Finally, the best way to find out about the upcoming workshop where I’ll be teaching the five skills and how to get a superior competitive position is to make sure you’re on my Friday email list.

If you get an email from me every Friday, you’re on it. Obviously.

If not, go to

Once again we’re back to our Copywriting 101 segments in the Old Masters Series, picking up where we left off a couple weeks ago.

This is about copywriting fundamentals. It never hurts to review them, and if you weren’t grounded in fundamentals to begin with, it’s never too late to learn what they are.

One of the best sources of an expert list of the fundamentals is John Caples, in his book Tested Advertising Methods. There was nothing fancy or intellectual about what Caples said or did, and yet he was one of the greatest direct response copywriters of all time.

So our Old Masters Series turns to the late John Caples for source material. Based on his book, we’ve put together a list of fundamentals that everyone should remember and practice. It’s easy to forget or get distracted by the latest shiny object, but ultimately, to win, you alwayshave to go back to the fundamentals.

That’s what we’re going to do today.

–

Tested Advertising Methods, 5th Edition

Let’s talk about something small.

Very small.

Small enough that most copywriters are forced tooverlook it, most of the time.

Because we’ve all been trained to think in termsof big persuasive assets.

The sales letter… the long-form VSL… the casestudy… the big story that carries the whole argument.

And those still matter.

But that’s not what most of us are writing mostof the time.

Most of the time, we’re writing in tight spaces.

Openings… transitions… subject lines… leads….things like that.

Now, we think about those things, for sure. Weworry about those things. We obsess over those things.

But rarely do we think thatwe have room to tell a whole story in those cramped, constrained spaces.

Well, recently I’ve been workshopping a new bookcalled Microstories.

It’s the next step of a new kind of story aftermy book The Persuasion Story Code.

Microstories is a book about compressed persuasion.

See, I kept noticing — in my own work and in thework of other copywriters — what I noticed was that sometimes, the smallestnarrative fragments were doing the heaviest lifting.

Stories that were just one sentence.

Or a mere two lines.

And that small fragment would establish credibility…or soothe an objection… or even, shift a belief.

All without announcing itself as “a story.”

I’m going to share some of my early work fromthe new book today. Stuff you can use right away.

My latest book, The Persuasion Story Code:

The big secret of success, whether it’s in investing… in professional sports… or in copywriting, is one in the same: A focus on, and a mastery of, the fundamentals.

The legendary basketball player Michael Jordan put it this way: “Get the fundamentals down and the level of everything you do will rise.”

We’ve never done a show that just focused on copywriting fundamentals, so what better time than now?

And one of the best sources of an expert list of the fundamentals is John Caples, in his book Tested Advertising Methods. There was nothing fancy or intellectual about what Caples said or did, and yet he was one of the greatest direct response copywriters of all time.

So our Old Masters Series turns to the late John Caples for source material. Based on his book, we’ve put together a list of fundamentals that everyone should remember and practice.

It’s easy to forget or get distracted by the latest shiny object, but ultimately, to win, you always have to go back to the fundamentals.

That’s what we’re going to do today.

RESOURCE:

Tested Advertising Methods, 5th Edition

Our returning champion is Clive Cable, who was here a few weeks agotalking about his new book Neurocopy.

As Nathan and I got to know Clive a little better, we found out he hasbeen doing a LOT with AI and copywriting that frankly we haven’t seen anyoneelse do.

For example, he has a story-lede generator that comes up with a big idea for asales letter or VSL, and then writes a unique story lede to start the piece.

Clive’s created a bot that writes like Gene Schwartz–but he only uses itto write the FIRST PART of a piece of copy. He has another bot that writesprobably the best kind of close he’s ever seen.

And he’s taken research to a whole new level using AI.

Beyond that, he’s taken the late Chris Marlowe’s brilliant 21 questionprocess for creating copy briefs, and automated it using AI.

And there’s even more.

Clive is putting together an agency to help copywriters and companies,using his suite of AI tools, to do one of four things:

1. Beat a control

2. Do in-depth research

3. Figure out why something’s not working, and

4. Write brand-new copy, right out of the box.

We’ll talk later about how you can reach out to Clive if you’d like tofind out more about what he’s doing.

But for now, you might want to know Clive got started as a door-to-doorsalesman, offering home improvement products and services for as much as$25,000 a pop–and closing an amazing two out of every three people he talkedto.

He’s also an experienced copywriter, and has generated over £40 million,which is over 50 million dollars, across 12 different industries.

Clive also built a supplement company that generated £24,000 a month,selling products including colloidal silver, prebiotics and aerobic oxygen.

We’ll dig into what Clive’s doing with his virtual AI copywriters.