AI Didn't Kill Copywriting - What Happened Instead (An Interview with Sean Ferres)
1 hr 46 min
AI was supposed to kill copywriting. Sean Ferres thinks it's helped create the biggest opportunity for marketers and copywriters he’s seen in nine years: creative strategy. He joined me over Zoom to talk about what businesses are paying writers for now, why some freelancers are getting approached by clients, and what it takes to move beyond delivering copy in a Google Doc. Sean has spent years helping copywriters get clients. Now, he’s seeing unprecedented demand for people who can research, develop, test, and improve top of funnel ads—and he shares what that means for writers figuring out their next move. In this conversation, we get into: What a creative strategist actually does, and how much of the job a good copywriter already knows. Why Meta’s Andromeda update is changing what brands need from their advertising. How one of Sean’s students went from charging $300 per advertorial to earning $50K months through a revenue-share deal. Sean’s “anti-resume” approach to standing out when you don’t have years of experience or an impressive portfolio. How to use Claude more effectively by teaching it your standards, critiquing its work, and keeping your own judgment sharp. Why direct mail and other old-school approaches can still help you get clients’ attention. We also talk about the limits of AI, the problems with generic outreach, and why businesses still need someone who understands how to turn attention into sales. (Plus, we settle a little beef over my truly terrible Australian accent.)
