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

Release Date: April 28, 2025

In episode #445 of The Copywriter Club Podcast, host Rob Marsh delves into the evolving landscape of artificial intelligence (AI) in the realm of copywriting. Featuring an insightful conversation with Petter Magnusson, the developer of the innovative AI tool purposeright, the episode explores how AI is reshaping the craft of writing and the strategic shifts copywriters must embrace to stay relevant and valuable.

1. The Impact of AI on Copywriting

Rob Marsh opens the discussion by reflecting on the transformative effect of ChatGPT since its public release three years prior. He notes that while AI tools have advanced significantly—particularly in image creation and writing—the quintessential edge still lies with skilled copywriters who can adeptly guide AI inputs and refine outputs to produce compelling, conversion-driven copy.

"[00:52] Rob: ...the best copywriters seem to be able to use them to get the best outputs. If you want good copy that captures attention and converts readers into buyers, it helps to have a good copywriter guide the inputs and rework the outputs that you get from the AI model of your choice."

Rob emphasizes that beyond mainstream tools like ChatGPT and Claude, numerous specialized AI applications have emerged, each enhancing different facets of marketing and other industries. The proliferation of job-specific AI tools underscores the necessity for copywriters to pivot towards value-added services like strategy and analysis, rather than merely producing text.

2. Petter Magnusson’s Journey to AI Development

Petter Magnusson shares his eclectic career trajectory, transitioning from a programmer and physicist to a sales and marketing manager, and eventually to the arts and founding a production company. His diverse background culminated in recognizing the limitations of AI in producing meaningful, purposeful content.

"[04:43] Petter Magnusson: ...everything has to have a purpose. So that's what started leading me to Purposeright."

Petter recounts encountering subpar writing from hired individuals, which mirrored the generic and emotionless outputs often produced by AI models. This experience ignited his passion for developing a tool that transcends mere text generation, focusing instead on strategic content creation.

3. The Birth of Purposeright

Rob poses a critical question about Petter’s transition from utilizing AI tools to creating a bespoke solution. Petter explains that existing AI models struggled with maintaining focus and coherence when handling complex, multi-faceted prompts.

"[13:43] Petter Magnusson: Exactly. Yeah. And I started building larger prompts... That's how it started. I started making a simple scripting language that can call ChatGPT and Claude. And that is actually all that Purposeright is, in a way, it's a scripting language and it's... it's actually even open."

Purposeright emerged as a scripting language designed to orchestrate AI tasks step-by-step, mitigating the pitfalls of lengthy prompts that often lead to diluted or inconsistent results. By segmenting tasks—such as target audience analysis and content creation—Purposeright ensures that each component receives focused and high-quality attention from the AI.

4. Enhancing Copywriting Strategy with AI

The conversation shifts to how Purposeright aids copywriters in strategic content creation. Petter highlights that the tool is tailored for users aiming to build personal or company brands, particularly on platforms like LinkedIn.

"[20:41] Rob: ...your tool, as I understand it, is maybe better for some of those shorter length ones. But does. Would it also help write a sales page at, you know, considerable length?"

"[20:52] Petter Magnusson: Yeah, it can do longer stuff, absolutely. The thing is, I have chosen to focus on one area and this is purely actually a marketing decision..."

Purposeright facilitates a structured approach where copywriters can input detailed strategic parameters, enabling the AI to generate content that aligns closely with brand voice, target audience, and specific marketing goals. This method ensures that the generated copy is not only grammatically sound but also strategically potent.

5. Preserving the Human Touch in AI-Generated Content

A significant concern addressed is the risk of AI-generated content lacking the emotional depth and authenticity that human writers bring.

"[24:14] Rob: ...the lack of humor, humanness, and the fact, you know, when people find out something is AI... reduces immensely."

"[25:40] Petter Magnusson: ...people are starting to write in a, like, consciously anti-AI way... because AI is writing so good in a way, you know, formally."

Both Rob and Petter acknowledge that while AI can produce polished text, it often falls short in conveying genuine emotion and nuanced storytelling. Purposeright aims to bridge this gap by emphasizing the strategic elements that breathe life into content, ensuring that the final output resonates on a human level.

6. The Future of AI in Copywriting

Looking ahead, Petter discusses the evolving role of copywriters in an AI-dominated landscape. He envisions a shift towards more strategic and creative responsibilities, where copywriters leverage AI tools to enhance their work rather than replace the human element.

"[35:38] Rob: ...when the words are free, we need to learn how to do the activities that make the words more valuable, things like strategy and analysis."

Petter underscores the importance of maintaining a strategic vision and the ability to critically assess AI outputs, ensuring that the content remains authentic and aligned with client objectives. He also hints at future developments for Purposeright, including expanding its suite of guides and collaborating with other copywriters to enhance its offerings.

7. Conclusion: Embracing AI as a Collaborative Tool

Rob concludes the episode by reflecting on the dual-edged nature of AI in copywriting. While AI democratizes access to writing tools, it simultaneously challenges copywriters to elevate their strategic and creative skills to maintain their unique value proposition.

"[36:32] Petter Magnusson: ...the words are free now so that we need to focus on what our actual knowledge is... that is actually not putting the words down."

Rob echoes this sentiment, advocating for AI to be used as an augmentation tool rather than a replacement, emphasizing that the true value lies in the strategic planning and creative insight that only human copywriters can provide.

Key Takeaways

• Strategic Shift: With AI making content generation more accessible, copywriters must pivot towards offering strategic analysis and creative direction to add value beyond mere word creation.

• Purposeright’s Role: Petter Magnusson’s Purposeright serves as a sophisticated scripting tool that orchestrates AI tasks to produce focused and high-quality content, tailored for specific marketing goals.

• Human Element: Preserving the emotional and authentic aspects of copywriting is crucial. AI should complement rather than replace the human touch in content creation.

• Future Prospects: The integration of AI in copywriting opens avenues for deeper strategic involvement, enabling copywriters to leverage AI for research, brainstorming, and enhancing creativity while maintaining their unique voice and insight.

For more insights and to connect with Petter Magnusson, visit purposeright.com. Explore how Purposeright can transform your copywriting process by visiting Petter at purposeright.com.

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