And yes, AI makes all of this easier. It's lightning fast at taking one thought and turning it into bits and pieces that work across a bunch of different platforms. One idea, stretched into an email, a few social posts, a note for the podcast, before lunch. I love that part of it. Genuinely.

But there's a lot of prompting snake oil out there too.

Copywriting is often taught as a formula: headline, pain point, benefits, call-to-action. And sure, those formulas are helpful. They give structure. They keep your copy pointed toward conversion instead of wandering into “cute but useless” territory.

But when you rely only on frameworks, your writing process can start to feel mechanical. The words tick boxes but lose their spark. And copy without spark doesn’t sell—it snoozes.

That’s where process comes in. Not the cookie-cutter process someone sold you. Your process.

Let’s just come right out and say it:
“Brand voice” is having its main character moment.

With AI cranking out content faster than you can say “Canva caption,” the question isn’t should you define your brand voice—it’s how soon can you.

Because every founder, content creator, and small-but-mighty team eventually runs into the same sticky problem:

When it comes to AI and writing, we’re not short on opinions.

Spend five minutes on any corner of the internet where writers hang out, and you’ll find a few familiar refrains: