Podcast Summary: AI Explored

Episode: How to Write High-Converting Copy with AI: A Strategic Framework

Host: Michael Stelzner (Founder, Social Media Examiner)
Guest: Audrey Chia (AI Strategist & Conversion Copywriter)
Date: December 16, 2025

Overview

This episode explores how marketers, creators, and business owners can leverage AI to create high-converting copy. Host Michael Stelzner interviews Audrey Chia, an AI strategist and conversion copywriter, about her proven strategic framework for guiding AI to generate tailored, effective marketing copy. The conversation covers the evolution of AI in copywriting, common mistakes, and a step-by-step system to merge human insight with AI’s capabilities for optimal results.

Key Discussion Points

1. Audrey Chia’s Journey into AI Copywriting

• How Audrey shifted from threatened to empowered:
  • Audrey shares her initial reaction to ChatGPT: “My client actually sent me a text and he said, ‘Audrey, you’re going to be replaced.’” (02:07)
  • Rather than resist, she decided to “ride the tide,” fully integrating AI into her business, using it as “an intern, coworker, partner, consultant” to triple her client output. (06:19)

2. Biggest Challenges & Misconceptions

• Over-reliance on AI’s first draft:
  • Many take AI output “as is,” resulting in generic, easily recognizable content that lacks a human touch.
  • Audrey highlights frequent AI patterns: “You see words like revolutionize… it's not this, it's that…” that betray bot authorship. (04:16)
• Importance of human review:
  • “If you're not a writer or you don’t put in the effort to review that content... they are not carefully reviewing the work. The biggest mistake… when somebody realizes that it’s AI… you’re doing a lot of damage to your brand.” (04:16)

3. The Competitive Advantage of Using AI for Copywriting

• AI is a force multiplier:
  • Michael: “I believe that AI has made me a superior writer. So I call it like, you know, I'm like, human enhanced.” (08:05)
  • Audrey: “It has allowed me to 3x the amount of work I can do or amount of clients I can work with at any one point in time... now they can rapidly test content at scale.” (06:19)

4. Audrey’s Framework for High-Converting Copy with AI

Step 1: Gather Deep Audience Insights

• Leverage AI-powered tools:
  • Use tools like Fireflies or Sybil to transcribe and aggregate customer conversations.
  • Feed all transcripts into AI for analysis of common pain points, desires, fears. (10:46)
• Ask the right questions:
  • Dive beyond surface level: “What keeps you up awake?... What are you actually most afraid of?” (12:38)
  • Use AI to draft these probing questions.

Step 2: Comprehensive Competitive Research

• Research competitors with AI tools:
  • Use ChatGPT, Perplexity, or similar to identify top competitors and their key positioning, even generating lists when you’re unsure of the landscape.
  • Provide AI with clear criteria (region, niche, attributes) for more precise results. (18:17)

Step 3: Clarify Your Own Value Proposition

• Identify ‘painkillers’ over ‘vitamins’:
  • Distill all features to the single, compelling benefit that solves your audience's core problem.
  • Test value proposition with your target market and refine via AI. (20:06)
• Framework:
  • “I help [target audience] solve [problem] through [solution].” (23:36)

Step 4: Use AI to Develop and Iterate Messaging

• Feed AI all collated insights:
  • Provide audience insights, competitive research, and your unique value proposition for V1 content generation. (26:05)
• Encourage multiple variations:
  • Michael suggests: “Create multiple variations based on this information and then ask it which is best.” (27:44)
  • Use AI as a critic for unbiased selection and further iteration.

Step 5: Dial in Tone of Voice and Style

• Prompt specificity:
  • Use concrete tone keywords—“professional and corporate,” “casual,” “warm and personal”—within your prompts. (33:20)
  • Avoid ambiguous descriptors like “witty” unless providing clear examples.
• Provide examples for nuanced tone:
  • Supply 3–5 pieces of relevant content for AI to analyze and emulate, sticking to one type of medium at a time (e.g., only LinkedIn posts, not mixed with newsletter copy). (35:00)
• Structure projects and custom GPTs:
  • Organize knowledge and styles into project folders or dedicated GPTs for streamlined access and consistency across campaigns. (36:28)

Step 6: Define Structure and Output Format

• Specify the final deliverable:
  • Tell AI exactly what type of asset and structural layout you want—e.g., “Use the structure of this landing page,” or “Follow the sales page pattern from this example.” (39:55)
  • Don’t let AI decide structure—set the framework for more accurate, relevant output.

Step 7: Human Feedback & Continuous Refinement

• Iterative reviewing:
  • Copywriters still play a vital role: “The human part of things is as important as the AI part of things… Just by saying something like, I don't like this doesn't get you to your end result. You have to tell it, I don't like this, because... and then you'll get better results.” (29:42)
  • Pull in human colleagues or experts if unsure about copy quality or conversion psychology.

Notable Quotes & Memorable Moments

• On the AI Copywriting Hype:
  • “At that time, I think ChatGPT was a junior copywriter… if prompted well, it can be a senior creative director.” – Audrey Chia (03:14)
• On Human-AI Synergy:
  • “I would love to say that ChatGPT is my bae or my best friend. Now I've learned to turn it into my intern, my coworker, my partner, a consultant...” – Audrey Chia (06:19)
  • “I believe that AI has made me a superior writer. So I call it like, you know, I'm like, human enhanced...” – Michael Stelzner (08:05)
• On Industry Shifts:
  • “People are pattern recognizers… we can tell sometimes when it's written by AI because there's been a voice change or there are certain kinds of frameworks that it tends to use… and it feels somewhat repetitive.” – Michael Stelzner (05:31)
• On Human Review:
  • “AI can give you 100 headlines. Do you know which one… is going to work best? Of course you can ask AI… but as a trained copywriter… we have an eye for certain things.” – Audrey Chia (41:54)
• On Using Examples vs. Descriptions:
  • “If you give the intern three examples, hey, these three are great newsletters, just write in the same manner, the intern will know how to write… and it's less abstract.” – Audrey Chia (35:00)

Timestamps for Key Segments

• [02:07] Audrey’s initial reaction to ChatGPT and embracing AI
• [04:16] Common mistakes: using unedited AI content
• [06:19] Business benefits: scaling output, rapid testing, and real case study
• [09:21] Segmentation & hyper-personalization with AI
• [10:46] Step-by-step framework introduction and audience insights
• [12:38] How to conduct in-depth customer interviews
• [18:17] Using AI for market and competitor analysis
• [20:06] Distilling your core value proposition
• [26:05] Feeding insights into AI and iterating copy
• [29:42] Importance of human review and feedback to AI
• [33:20] Tone of voice: prompting strategies
• [35:00] Using examples to “train” AI on style
• [36:28] Custom GPTs v. projects: workflow recommendations
• [39:55] Structuring output and avoiding generic formats
• [41:54] Human review still matters — “Why copywriters exist”
• [44:22] Reverse-engineering copy from inspirational models

Actionable Takeaways

• Don’t skip research: Use both AI and human methods to understand your target reader’s real motivations and struggles.
• Structure is key: Guide AI step-by-step—from insight extraction to asset formatting—for best results.
• Tone and style matter: Supplement keywords with actual writing samples for nuanced, on-brand copy.
• Don’t accept V1: Review, challenge, and iterate on AI’s output, using your copywriter’s (or marketer’s) judgment.
• Stay human: The final touch—discernment, empathy, psychology—remains a human advantage.

Connect with Audrey Chia

• LinkedIn: Audrey Chia (look for red rocket in profile name)
• Website: clotheswithcopy.co

For show notes and links: socialmediaexaminer.com/aipod

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