Serious about growing your brand/revenue w/ content? Book a 15-min discovery call: cal.com/heyblake

When was the last time you wrote something >100 words with ZERO use of AI? Be honest

AI might save your poor productivity. It won't save your poor thinking. I think the perception is that AI will: - Write all your copy - Sound exactly like you - Automate every workflow - Take over your entire job - Feed your children - Build a website a day - Solve world hunger - Crack growth/distribution - Set up infinite money glitches - Nail your strategy - yada yada It's gonna do like 30% of some of those things well. Clear thinking is still at a premium. Maybe more than ever. Your strategy can NOT come from Claude - I'm begging you, don't let AI think for you. If you do... Your strategy, positioning, messaging, etc will end up either: A) Sounding like all of your competitors B) Be so wildly out of left field it won't resonate I say this as someone who spends like 6 hours a day using AI tools. The thinking has to be clear going in.

Drop your positioning statement ↓ I'll tell you if it's clear and what I'd fix

Tryin' to see something... Which AI do you use most?

Founders: If you've got a Summer launch coming up... DM me - I've got something for you.

Buyers pay for status then justify with features. Every purchase carries the question: What does owning this say about me? Founders answer with specs. Buyers were asking something else. The tool a team chooses signals who they are. The scrappy challenger. The enterprise-grade adult their boss trusts. Strip status out of your messaging and you compete on a feature checklist, which is a race to the bottom with a spreadsheet attached. Build status in and price stops being the conversation. Look at what your best customers brag about after they sign. That brag is your real positioning. Put it on the page in their words. People rationalize with logic. They commit with identity. Sell the identity and the logic shows up on its own.

18 projects shipped for copywriting clients this week: - 12 new landing pages - 3 full email sequences - 2 launch campaigns - 1 longform video script AI still hasn't killed great copywriting 🤷‍♂️

Every claim on your site needs a "than." Before → "More powerful." After → "More powerful than the 4-person team you'd hire instead."

Own a problem before you own a product. Products get copied in a quarter. Problems belong to whoever named them first. Funded founders pour everything into describing what they built. Features, integrations, the slick new dashboard. Meanwhile the category-definers are busy naming the pain. "Shadow IT." "Technical debt." "Revenue leak." Somebody coined each of those. Now every vendor in the space rents that language and points back to the company that minted it. Name the problem your product solves and you stop competing on features. You become the source. The frame everyone else has to argue inside of. Your dashboard will be old news by spring. The problem you named outlives three redesigns and a rebrand. Spend less time perfecting the solution copy. Spend more giving the pain a name that sticks.

Test your message in the wild this week. Tell a customer what you do. Wait 24 hours. Ask them to say it back. Their version is your real positioning. If they butcher it, simplify until they can't.