TCC Podcast #445: The Proper Place for A.I. Writing Tools with Petter Magnusson

In a world where A.I. can write all of the words for free, what is a copywriter to do? What tools should they adopt and how should they approach artificial intelligence? I invited Petter Magnusson, the creator of PurposeWrite, to join me on The Copywriter Club Podcast to discuss these questions and talk through how copywriters can use tools like his to serve our clients better. Click the play button below, or scroll down for a full transcript.

Stuff to check out:

Petter on LinkedIn
PurposeWrite (sign up for a free trial)
The Copywriter Club Facebook Group
The Copywriter Underground

Full Transcript:

Rob Marsh: It’s been three years since ChatGPT launched and changed the world. So what does A.I. mean for copywriting today? This is The Copywriter Club Podcast.

When OpenA.I. released the first version of ChatGPT to the public, what had been a quiet conversation about artificial intelligence happening mostly behind the scenes suddenly burst into our collective consciousness. Writers and creators in particular were suddenly aware that at least at some level, these large language models could do some of the work we were being hired to do.

Many of us dove into these tools to see what they could do. We launched a short-lived podcast that talked about how A.I. was impacting so many different ways of working, certainly within marketing, but also in many other industries. You can find the 20+ episodes of that podcast on The Copywriter Club website.

Since that time, the dust has settled a bit. The A.I. tools have gotten a bit better. Image creation tools are significantly better. Writing tools have also improved, but it remains true today that the best copywriters seem to be able to use them to get the best outputs… if you want good copy, copy that captures attention and converts readers into buyers, it helps a lot to have a copywriter guide the inputs and rework the outputs you get from the A.I. model of your choice.

Another thing we’ve seen in over the past couple of years is that while tools like ChatGPT and Claude get most of the headlines, lots of other tools have added components of artificial intelligence to improve their products, speed up useage, and make applications more sticky. At the same time we’ve seen the launch of job-specific A.I. tools that do one thing… like writing emails, or writing articles at speeds humans simply can’t match.

So when it comes to A.I., where are we headed next? What tools will we be using to get better results? And how helpful is it to have a user or prompt engineer or copywriter who really knows what they’re doing versus just playing around to see what they can get a model to do?

I asked Petter Magnusson, the developer of PurposeWrite to talk a bit about A.I., the tool he’s built, and also the broader environment of artificial intelligence and where he sees us going from here. And because whatever happens with A.I. will have a big impact on copywriters, this is a topic I may come back to in the coming weeks. This whole industry is fascinating. The speed of change is a bit scary. 

During our conversation, I had a realization. In the past copywriters charged for the things we delivered… the words. Officially we sold blog posts or sales pages or emails or some oth