If you ask a copywriter what they use AI for chances are they'll say research.

And why wouldn't they use it?

It's a fast, easy way to compile a huge amount of data in seconds.

But if you solely rely on AI you could be damaging your results.

Here's why.

Let's jump back to 2019.

I'm just starting as a copywriter and I've landed a project for a flooring company in London.

The company is completely revamping its website, email flow, and customer journey.

Now, in 2025 most writers would ask ChatGPT about the ICP, outlining pain points, desires and dream outcomes.

And while Chat would give you an overview of who the ICP is, it misses one essential part of the copywriting process: immersion.

You see, as a copywriter it's not enough to enter a few prompts to get to know who you're writing for.

You need to know them better than they know themselves.

So how did I achieve this?

I spent days at the client's flooring shop.

I observed how staff interacted with customers.

I asked customers what they were looking for and why.

I asked the CEO to give me a complete tour of everything they offered.

I looked at everything from the customer's perspective.

A week later, I had the copy for the entire website and emails.

The result?

The client had their best year in almost 25 years of business.

To achieve this, I didn't use any fancy tricks.

I didn't rely on any trends.

I just completed a deep dive of the ICP, understanding everything there was to know.

Now, do I do this with every client?

Of course not.

But if they're paying me well, it's my responsibility to deliver results.

And this is ultimately how you'll stand out, get testimonials, and build your client base.

You need to go above and beyond.

If all you do is use AI what makes you different from any other copywriter?

If you want exceptional results, you need to take exceptional action.

If you're not willing to put that in, don't be surprised when you don't get the results you thought you would.

Have a great week,

Copy "go above and beyond" Maverick