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A Conversation w/ Copywriter Lauren Elaine
- Apr 19
- 9 min read
CONVERSATIONS IN THE R+H CREATIVE HOUSE - E04
Copywriting has always been at the core of how brands communicate, shaping not only what they say, but how they are felt. In a time where AI can generate endless variations of copy in seconds, the role of human-written writing feels both more questioned and more valuable than ever.
What makes words feel real?
What makes a brand voice memorable rather than interchangeable?
In this conversation, we sat down with Lauren to explore exactly that; The emotional depth of copywriting, the growing presence of AI in creative work, and what it means to preserve voice, intention, and originality in a rapidly shifting landscape.
( Q1 )
In your opinion, what gives copy its “soul”? What makes it feel real rather than generic?
Lauren: “I expect the answer to this question will be different for everyone, and I can’t say there’s one singular thing that makes copy feel real to me. But when I fall in love with a piece of writing, it’s often because it makes me feel seen in one way or another. It highlights an experience I’m having or gives words to something I, myself, couldn’t explain. It feels different from anything I’ve read before, and overall, it helps me feel less alone.
On the other hand, I feel like generic copy uses a lot of words without actually saying anything at all. It lacks specificity and substance, using broad statements and stories that could be written by anyone. It doesn’t use personal stories and, as a result, lacks the emotional pull that makes it “good” copy. The more specific you can be with your copy, and the more directly you can speak to the human reading it, the more powerful it becomes.”
R+H: “We fully agree with this. The most powerful copy always feels specific, like it could only have been written by one person, for one person. When writing feels personal and grounded in real perspective, it naturally creates connection. We experience it all the time in marketing; creatives write long captions and copy without saying a thing. It feels meaningless.”
( Q2 )
There’s a growing conversation around “human-made” becoming the new luxury, do you think copywriting is moving in that direction as well?
Lauren: “100%. The more available something becomes, the less luxurious it feels.
AI tools are a commodity, accessible to almost everyone. And while access is universal, access to skilled human copywriting is not, which makes it feel more rare and therefore more valuable.
I’ve already noticed a shift where people don’t want to engage with AI-generated content. Many want human perspective and emotion again, and I think human-written copy is already becoming something people actively seek out.”
( Q3 )
How do you feel about the rise of AI-generated copy in branding and marketing today?
Lauren: "Devastated (and that might sound dramatic, but it’s true nonetheless). I grew up dreaming of becoming a writer. Writing was always my form of magic, knowing I could rearrange words to make someone feel something deeply.
Writing, to me, is, and always has been, an art. And art, by definition, is “the expression or application of human creative skill and imagination.” It’s something created from your perception of the world around you and how you move through it. And because of that, it’s not something bots can even come close to replicating.
What saddens me most isn’t just the technology itself, but the idea that we are collectively deciding writing is no longer worth our time or energy, and that human expression is optional.
Writing, in itself, is a form of magic and one of the most powerful ways to connect with your people. And when it’s outsourced to AI, you risk losing that magic altogether.”
( Q4 )
How can you tell when a brand is using AI-written copy? What are the subtle signs?
Lauren: “I’d consider sentence structures one of the biggest indicators of when a brand is using AI to write its copy. Here are some common phrases often found in AI writing:
→ “It’s not (X), it’s (Y).”
→ “We’re more than just a (X).”
→ “You don’t need (X), you need (Y).”
→ “And honestly?” or “The result?” or “Here’s the thing:”
→ “Let’s dive into”
→ “Think of it as (X)”
→ “No (X). No (Y). Just (Z).”
→ “Balancing (X) with (Y)” or “Pairing (X) with (Y)”
And some common words:
→ Unmistakably yours / unmistakably you
→ Tapestry
→ Robust
→ Delve / delve into
There are also a few indicators that don’t necessarily fit into either of the categories above. By themselves, I wouldn’t consider them “giveaways” of AI-writing, but more so if they’re way overused in the writing or paired with words or phrases from above.
→ Overusing phrases like “From X to Y” or “Whether you’re X or Y”
→ Always listing things in groups of threes
→ Any sentence structures that seem to be repeated again and again
There’s really no singular way to tell whether a piece of copy is AI-written, even AI detectors aren’t entirely accurate. But these might be subtle signs of AI generation.”
R+H: “For us, it’s the word ‘embark’ as in ‘embark on this journey with us.’ It immediately takes us back to the early days of AI in marketing, when everyone suddenly started using the same language in captions. Ever since then, we can’t really read that word without wondering if it was AI-generated (even when it isn’t).
More broadly, we feel like many creatives believe they need long captions and therefore turn to AI to fill that gap. So when a sentence sounds polished but lacks real substance, we tend to assume it was created quickly with AI rather than written with intention.”
( Q5 )
How can brands ensure their copy feels unmistakably human, recognizable from the first few lines?
Lauren: “It sounds obvious, but the best way to ensure your copy feels human is to have a human write it. And if you must use AI in your process, write your thoughts down first in a rough draft. Then, you can refine it using AI, if necessary. It’s still not an ideal option, but it’ll maintain more of your perspective and voice rather than generating the content from scratch.
A Brand Messaging Guide will also be incredibly helpful in building a recognizable brand voice. If you’re not in a place to hire a copywriter to create this for you, I’d recommend crafting a brand word & phrase bank at the very least. To do this, gather a list of words and phrases related to your brand, like adjectives you use frequently, how you describe your offers, how you speak to your audience, the emojis you use in your captions, etc.
When it’s time to write, write your thoughts first in a draft. Then, read back through your work and find areas where you might be able to replace some existing words with brand-specific ones. The repetition of these frequently used words and phrases will create familiarity and comfort with your audience. :)”
R+H: “For us, consistency comes from clarity of voice and intention. Tools can support the process, but the emotional direction of the message should always come from a human perspective first.”
( Q6 )
How do you balance transparency about your human-centered approach with the skepticism people naturally have in a world saturated with AI content?
Lauren: “Truthfully, I think there will always be businesses that value efficiency over art, and there will always be those that value art over efficiency. I simply don’t feel inclined to try to convince the former to become the latter. Every business has different values, and those that value efficiency over art simply don’t align with mine.
My ideal audience already knows the value of human copywriting. They’re naturally drawn to storytelling, perspective, and emotion. So their hurdle isn’t whether human copywriting matters, but whether they can afford the investment. The transparency in my writing process helps show just how much work goes into their website copy. Generally, all projects start with handwriting their copy first (handwriting has always helped words flow more naturally for me). So showing this behind-the-scenes process, along with my drafts & notes, immediately builds trust in my human approach. The amount of market research, target audience research, interviews, and background that goes into a project is often far more in-depth than the information AI uses to write.
Also, being sought out for conversations like this helps. It gives me a chance to speak openly about my views on AI in a community of other creatives who, I imagine, value the human side of writing and want to preserve it as much as I do.”
R+H: “We’re always upfront about working with copywriters for SMM and make sure our clients know when this is part of the package.
Regarding bringing a human-centred approach into our own brand, we created this series exactly for that. We’ve already had a few conversations, some published, some still being edited, and for us it was very important to feature creatives who truly understand the approach and take the time to write their answers themselves. It’s important to us to share their real, unfiltered thoughts.”
( Q7 )
When deadlines pile up or creativity feels low, do you ever consider using AI for your copy? If not, what’s your method for staying motivated and producing human-centered work?
Lauren: “I’ll be honest. Before becoming a copywriter, I would absolutely lean on AI when deadlines started to pile up. But then I realized I was spending more time fighting with ChatGPT to get the result I wanted than it would’ve taken to write it myself. In an effort to become more efficient and productive, AI slowed me down.
And then during my ‘break-up’ from AI, I realized just how much I was relying on it. Despite spending a lifetime building my writing skills (which included multiple professional roles and a college degree in journalism!), I had grown to believe that my writing wasn’t good enough on its own.
It had taken me years to build confidence as a writer. But it had only taken ChatGPT weeks to erode it. And that realization has stayed with me and remains the motivator behind my human-centered work. Younger me always dreamed of being a writer, and continuing to show up as myself and trust in my words is my way of honoring her.”
( Q8 )
Where do you see the future of copywriting going, and do you think human writers will become more valuable?
Lauren: “This circles back to the question about human-made becoming the “new luxury.”
It’s already become common practice for brands to use AI in their content creation. And while it works and might support the “quantity over quality” approach of social media, consumers are already being inundated with thousands of marketing messages per day. They don’t need more emails or ads that feel generic and like they were sent just to check off an item on their to-do list.
The messages they’re going to remember, and the ones they want to receive, are ones that make them feel seen, that stop their scroll and make them think, “Wow, it’s like (this brand) read my mind.”
And AI can’t replicate that.
I think we’re already moving toward a “normal” where depth and connection in content matter more than volume, making human writers all the more valuable. Because when quality content isn’t something people come across often, consumers notice when they do.”
( Last Q )
Do you think we’ll reach a point where brands will need to actively communicate that their content is human-written?
Lauren: “Because AI has become so commonplace in the business world, I think it’s more common for someone to use AI than not to. And I’ve already seen a few marketing agencies and other copywriters use this selling point within their content.
I don’t think brands will necessarily need to actively communicate that their content is human-written, unless it’s a strong selling point for their audience. For example, the audience for an AI-forward tech brand may not care if the brand’s content is human-written, but the audience for a copywriter will.
So I’d say it depends on your business and your audience whether you need to actively communicate that your content is human-written.”
( FINAL THOUGHTS )
Lauren: “If you’re a consumer who values human-written content and is looking to hire a service provider, I highly recommend reviewing their past work and content. I’ve come across many small business owners and creative service providers who claim not to use AI but deliver content that suggests otherwise. Ask to see their past work before making any official decisions.”
R+H: “Such a key thing to mention. We experience the same thing when people apply to join the team or become a creative partner and claim they support a human approach and write copy themselves while also charging a high fee, but when we review their work, it often feels quite plain, almost like AI-generated text.”
Lauren: “I suspect there are many, many creatives addicted to AI, consumed by the very thing that was meant to help them. I want those people to know that they’re not alone, and their voice matters, even if it’s not perfect. It’ll take time, but once you stop using AI, you’ll learn to trust your voice again. “
R+H: “We can imagine it is an accessible and quick solution for busy solopreneurs trying to grow and scale while cutting costs or needing copy fast, and that’s why people get hooked on it. It’s very important to understand and respect the process of reducing AI usage in your day-to-day work, giving yourself the space to rebuild your own voice, and communicating realistic timeframes to clients.”
( CLOSING REFLECTION )
As always, this conversation is an invitation to slow down, reflect, and reconnect with the human side of creative work. Thank you so much for reading, and a huge thank you to Lauren for taking the time to share her thoughts and for such an open, honest conversation.
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