Omnichannel - The Future of Copywriting in the Age of AI, Language & Expression | Adil Amarsi

Episode Date: June 19, 2026

Send us Fan MailWork with Adil: https://adilamarsi.com/Follow Adil: https://www.instagram.com/adilamarsi/A couple of weeks ago, I was wondering how professional copywriters feel about AI.Are they feeling threatened by it?What ways are they using it?And what about businesses in general that use AI in their emails and content regularly?How are they affecting their businesses?In this episode, we discuss all that with Adil, a copywriter and marketing expert, all of that, as well as the tell-tale signs of creators using AI in their content.Enjoy.Learn More about the Human to Human programs here: https://www.dominikalegrand.com/programs-1

means ultimately you're working slower. You're working stupider and you're not making as much sense as you could do. Like, for instance, just as an example, you lose the ability to have concision that makes sense in your copy. So your copy isn't concise, it's drawing on. How you write, that emotion is felt in the way that it's received. Like, I don't know about you, but I've written copy before where I am angry as I am literally writing copy like at the height of my anger. I want to have someone to discuss the effects of AI in terms of what we are doing in business with our content. Because I've noticed that more and more people are using it instead of writing their own stuff,

like not just hiring copyrighters or not hiring copyrighters. They are using it to write content for them. So I think this is two different topics. But let's attack first copyrighters angle and then let's go with the normal humans in business using AI. angle as well. So do you mind just quickly introducing yourself and then we can go from there. Of course. So hello everyone at home. My name's Adela Marcy. I have been, or at least I was a professional copyright for 20 years. I've been doing this for 24 years though because I spent four years learning craft as you would do when I was very young. I generated over 1.4 billion.

The closest number is 1.5 billion in sales directly from my work as a consultant, and copywriter and advertisers, as you will, across 4333 different markets, niches and industries. And with AI, I have been behind the scenes since about 2017 with a couple of companies helping them actually produce their LLM models and more, because again, I found it fascinating. So yeah, that's basically me in a nutshell. Now, while I do not directly take on copywriting clients anymore, I do mentor a crap ton of copyrights as along the way. And more importantly, I still write my own ads because I like doing that stuff because it keeps me nice and connected to my roots, which is what I love. And I love the

fact that we're talking about AI because it's a tool that people really do not fully understand the implications of both negatively and positively and how it can be both your best friend and your biggest hindrance. So looking forward to getting into that. Perfect. So in terms of your best friend, let's go with the best friend. Can we get that angle for us? I like, What are you seeing that because you say AI is a tool in terms of a professional copywriter? Yeah. Why is it your best friend? Okay.

So put it this way. Before power drills became a thing, every handyman was using a hand manual drill or a screwdriver. It was manual labor. It's the same here. Basically, it's the power drill for writing. It just basically makes things a little bit easier, go a little bit quicker if you know how to use it. If not, you're going to end up with messaging. up your workload. So it becomes your best friend simply because if you understand exactly how

to implement the power of AI, which is a learning language, a language learning model, which absorbs access to information at a high enough rate that you can actually simplify a lot of the stuff, get rid of the fluff and get right down to the core basis of what needs to be done. And here's what I mean. So if you feed AI a bunch of information and ask it to summarize it for you in a way that a 10-year-old can understand, it will summarize the information you give it like a 10-year-old. old, like back to you as a 10-year-old, which speeds up your research time, speeds up your first draft, and allows you to start thinking. Now, here's the key element that everyone messes up. You stop thinking and relying on it. You don't want to rely on AI. You want to use it as a tool.

It is a tool, and that's all it is. It's your best friend, because it will give you the ideation that you want. It will go back and forth with you. And if you train your AI correctly, it will correct your mistakes for you. I have, so I'm on the spectrum. which is no surprise to literally anyone that spent more than 10 minutes with me. Quite simply what it is is I have a problem with grammar and understanding pacing. Sometimes I leave sentences in by accident because I legitimately forget they're there. So whenever I have AI run through my copy after I've written it and gone, hey, does this make sense?

Am I consistent with where I need to be using the frameworks that I've given it my own? All it does is go, yeah, you totally nailed it. Or actually take out sentence here because you're repeating yourself in sentence one and seven. They're saying the same thing. I was like, oh, okay, cool, I left that in there by accident, remove it, it's done. That's why it's your best friend is because it can be a great little, it's a great tool for using stuff like grammar checking and making sure that your stuff works properly and actually getting it to do what it needs to do.

It's also, as I said, really good for a first draft. It's great for what I like using it for, which is I verbalize my copy. It's one of the ways that I write is I verbalize my stuff and then have it transcribed over and then I edit it. So I verbalize it into AI, have it transcribed the entire thing for me, send it back to me as like a well-piece document that I need in the way that I like to write because I've trained it that way. Again, training it is a key thing. And then I go through an edit because editing is the next element that you need to have. And I think what I know, most people outsource the thinking

aspect, they outsource the editing aspect, and now they outsource the writing aspect. So they're just really not relying on their brains anymore, which will overall make the industry much more difficult for them, but make it really, really easy for those that know how to do things. Okay. There's a lot of information there. Mm-hmm. I think I need to slow this down a little bit because just want to make sure the listeners understand. We are attacking the copywriters' perspective first, which means that when we write for

ourselves and for our clients, you use the word the first draft, right? And we used research. So one of the things that we do or writers do or anyone who has anything they want to sell is they research. If they don't know the market, they need to research because they don't know the market they are selling to. So what you were saying is essentially, in terms of research, it's actually very useful because you get the information, you get faster, and also with the ability to explain it as a 10 year old or 5 year old so that people that you're marketing to, if the language is something you need to adjust, you can adjust it. Yeah.

Now, what you were saying is that the way you use it also is to dictate, like you have your ideas and you just use it to transcribe it for yourself and then it organizes it. And also in terms of editing, like grammars, repetition, when you are looping in your brain. And it's like, okay, now I get it. So those are the use cases that are the useful side of the AI. So what are the use cases that you think, because you did went into while it will think instead of you. What are the use cases that you see either other copywriters use AI or clients making mistakes on that is not a happy, positive use case of AI? Okay, so I'll give you an example. People are not thinking. That's the worst thing that could possibly happen. You're losing your critical thinking skills and ability to think strategically because you're outsourcing it. You're not working that muscle. So ultimately that means that you're going to be less prepared. You're not going to be able to know exactly what to do. You're going to come up with a challenge where you're not as confident in that challenge because, well, you personally haven't overcome it. You haven't gone through the repetition or the time period to understand it. That's case use number one. Case you know, the second worst thing that most people do, it's all starting to sound generic and sloppy.

People just run through AI and then copy and paste it over. Zero editing. They don't look at the grammatical uses. And just as an aside, I'm one of those people that likes to weaponize my grammar and spacing in my copy. Because if you're not weaponizing grammar and spacing, you're really losing a huge amount of understanding of how people read and understand what they're seeing in front of them. so AI doesn't know these things. It will give you what it thinks is the best inclination or intonation of what you're giving it, and then people just run with it,

which ultimately costs you your reputation, which is one of the worst things it can go. It starts to question your skills ability, and worse off, like I said, it weakens the critical thinking aspect of your mind, which means ultimately you're working slower. You're working stupider and you're not making as much sense as you could do. Like, for instance, just as an example, you lose the ability to have concision that makes sense in your copy.

So your copy isn't concise, it's drawn on. It goes through analogies that don't really need to be done. And the worst part for me, by the way, is some AI's been using a lot of idioms and metaphors I like to use on a consistent basis and phrases I like to use on consistent basis. And I can't use them anymore because it's been done to death. Like you can't say here's the kicker anymore. I used to love saying that. Now you can't say it at all. Like it's completely like people read that and think it's AI, even if you wrote it.

So the downside is just to sum up my point here is that it's making people like think less, which means they're getting dumber, but they're also creating more work for themselves because they're actually putting out half-ass ideas that don't benefit them. And it makes them look, it also just shows they don't know what they're doing. So it creates a bunch of skill gaps that you could easily. overcome, but most people don't think about. Okay. I want to go back to the part when you talked about the fact that there is a,

there is challenges that people overcome by using AI instead of actually tackling themselves. Can you give me an example of what a challenge would be in this scenario? Okay, great. Your client is losing $3,000 a day. They have no idea, let's say even bigger. They're losing $30,000 a day. They have no idea where that profit leak is. You run through the numbers in AI and it tells you that the problem is, I don't know, the copy or the messaging or the targeting or whatever it is.

But in reality, what the issue really is is that email sequence isn't connecting and landing them directly in the promotions. It's landing in the promotions folder or spam folder. If you're not looking through every element and working through it and you're just guessing by putting in a bunch of inputs into AI, it's going to give you an educated guess. It's not going to let you go through and do the critical work that you need to do, which is find out whether you, emails are going, find out where each system is, stress test it. Like, these little things that you get to do will make a big difference down the line. Yes, you can do it faster with AI, but it doesn't give you the result that you want. So it becomes a real area. And that's just one example. Other examples are, for instance, I had a client that I did this with about a year and a half ago.

We found, like, every month they were launching the same product, there was a physical product, there was launching it to their audience. And every single month, they were losing. about 300,000 euros per launch. So every launch was getting worse by the time. The reason being, they were running on the same ad hook in a promotion and their AI kept going back and giving them variations of the same ad hooks and promotions. We came in and found out- Was it like Facebook ads or what was the promotion?

How did they lose the money? They were losing money by just the audience wasn't buying anymore. It was just a mailing list. They had a massive mailing list, but the same messaging kept coming up over and over again. in the emails and they weren't making as much money. The hook had been basically used to death. It was a, the hook was basically,

we only have X amount of, of this in stock right now, because we need to get more made, buy it now so we can get more the supplement made, so we can send it out to you, which is great, but when you start going from like near enough a million, like,

it's over a million US dollars, but it was like 900,000 euro, then like, you know, 600, then 400, and then even 300 times. And the reason we got it back up to like 7, 7,800 was simply because we saw a gap in the marketplace that they were serving that there was not being spoken to. So we couldn't have got to that until we analyzed what the emails

were looking like, who the target audience was, what they were going through, if the product related back to that issue, if it solved that issue in some way, shape, form that's meaningful. We looked at research papers from scientific journals that were backed and we could actually claim, and quote, and then we put that promotion together and ran it, and we ended up having like the second biggest launch day that they had for that product, six months after they launched it for like a bunch of times thereafter. So stuff like that wouldn't have happened if we just relied on AI to do our research for us. We went in and looked at what the data said. We looked at what the customers were saying. And we looked at the effects of the supplement that we were

selling. You know, I guess my question would be in this scenario is because we talked a lot about using AI in email communications to monetize emails and the implications of that. But do you think when you have an audience already, let's say it's not a huge list. Let's say you have 3,000 people, but it's highly niche audience, okay? Small but niche. If you have been emailing them all the AI emails, do you think that you could burn that relationship with them or do you think that if you take back the reins and start writing better because you're, you know, research them, talk.

to them. Can you earn that trust back? Or they're like, oh no, my God, this email again, I can't. I don't, I don't even want to. It's noise, you know? You will burn a certain percentage of that list. Like, you'll burn a certain percentage of that list, even if it was you writing it the entire time, because people change and they like different things. This is just what happens. It's the nature of humanity. But yeah, if you're using AI and it reads like AI slop and it sounds like AI slop, people will start turning off. And when you start writing better yourself and start coming back to what you're doing, you would have burnt a significant number of your list, a significant number of percent of it, but you could make the recovery.

But if you went from 3,000, you might lose like 300. You might lose 10% of that list. And that's being conservative. The reality is close to around 33%, if you're really looking at it from that. So you go from 3,000 to 2,000, but now you've got to rebuild that trust of them. You've got to get them to know you like, you, trust you, understand that you're a good person to sell to. You're not going to be using AI as much, like, to actually sell to them. So yeah, it will take time. And if you've been, if you have been using a lot of AI, ask your audience how they feel about it, because they'll tell you. That's great. You know, when you mention AI slop, like, what are some of the tattoo signs that a message has been written by AI? Oh my God, so many. I have an entire course

dedicated to this, by the way, just simply because it was that obvious. So I'll give you a couple of the ones that work. And people make these mistakes as well, so don't worry about it. I'll call the humans out just as much as I'll call the AI out for it. My number one that makes the most sense is the repetition of the same language pattern and usage of words in a sentence or a paragraph. You can do this. You can do that. You can also do this third thing. No, like, I get the emphasis of what you're saying, but that would literally be is you can do this, comma, that, comma, and you can do this other thing. That's how a human would talk and how they're reading it.

Repetition of words is always a big one. The other is basically the long hyphen, where you hit the hyphen button twice, it becomes like a long dash. That's a giveaway and telltel. M dashes. I've never been a fan of M dashes. I absolutely hate them to my core. So just give you an idea. I like a space,

a hyphen and a space, and then you continue on because it's cleaner and easier for the brain to read. The way paragraphs are written, there'll be like sentence, there'll be multiple sentence paragraphs, which is, again, is dumb in my opinion for advertising, where it could have just been commas. You could have had a comma there. You could have finished that sentence off and started a new one. There could have been a hyphenate or like brackets and parentheses to actually emphasize a point. And all those elements are not inside the AI model because it doesn't understand what

each of those elements mean. And believe it or not, yes, brackets and parentheses have an actual meaning to how they're actually used in context of writing. Same with hyphens. Same as with like creating separate points of thought and entry points and exit points. You can usually tell that's there because someone hasn't actually taken the time to summate their thoughts and look through it. And if they have taken the time to edit the copy, they've left some of the stuff in there. Like there's cliche, this little cliche language patterns that that person would never use in real life. It doesn't sound like them. And this is kind of the big thing. When you read the copy out loud, it stops sounding like you, like Don't mean,

it starts sound like you, start sounding like our favorite marketer or a favorite person that we follow because the intonation is gone, the warmth is gone in their voice. You know, you can just tell. So those like other three big giveaways, but realistically people can actually also,

like there is one other element that really is quite difficult. You could run into someone that's heavily autistic and they speak like that anyway and so they get accused of being AI. I have been accused of being a.I. I have been accused of being an AI bought six times now because they're like, oh, this is a really good AI.

I was like, you're talking to an actual human. This is just how I speak. Yeah. You know, it's so crazy how you get accused of being an AI now, like how that's a thing. I just want to add here, thanks for sharing all those. But what I want to add is there is this creator on YouTube. She is, her name is Vanessa on Edwards and she's a science of people. If you know her, I don't know if you know her. Definitely look at work. recovering awkward person. Like that's her title. And I follow her on Instagram and she posted a video of herself just talking and the amount of people who are like, this is AI, this is AI, I'm unfollowing you.

This is disappointing. I can't believe that you would post this. And she's like, guys, it's me. I just have a sharper camera. Like, oh, okay, now you think I'm an AI because, you know, whatever. So I feel like people because of their trust level on AI, they actually don't like that, that if you are, accuse of being one or riding like one. That's where we're headed. Yeah. It really is. Like Blade Runner future anyone,

like that's what it looks like we're going to. I also feel like a lot of people do not watch enough movies to actually understand the dangers of AI. Like, please go watch, you know, 2001 a Space Odyssey, Terminator 2, any of that kind of stuff. And then you'll have more clear an idea of what happens with AI. Because again, they have done a lot of trials with. with AI and it's been a very interesting one. But going back to what you were saying, being accused of sounding AI or using it in that same way,

you can say, yes, I do use AI, but I don't do it for these things. I do it for other things. Like, I'm very open with my audience. I use AI specifically to sum me my ideas and my thought processes. I have AI run through ideas that I've given it because I fed it enough information that's correct. But I ultimately have the last say and I have the last word and everything that I do. Like I make sure that it comes from a place of me, not from a place of a computer, of a computer brain.

Yeah. When it comes to business owners, because we kind of been already entering into not just copyrighters, but business owners. First of all, before we go there, do you think that copywriting is going to be out of work? Like, the writers are going to be. Hell no. Hell to the no. We're making a comeback way sooner than people realize.

Because of the exact reason that you just mentioned, everyone's going to think it's AI. they're going to miss having that human connection. And this is something, sorry to go on a side tangent, but it does relate back to this. This is something I've said for well over 14 years right now. When how you write, that emotion is felt in the way that it's received. Like, I don't know about you, but I've written copy before where I am angry as I am literally writing copy like at the height of my anger, like slamming keys off my keyboard. I've literally broken a keyboard before I was writing and gone, oh shit, I need to get a new keyboard

for this. But essentially, I've done that and I've sent it out and I've had people right back to me going, dude, were you angry when you wrote this? I was like, why? It's like, we can just feel the energy of like restlessness coming off of this. I'm like, yeah, I was. So people can feel a tonal energy based on how you write and how you actually express yourself, even just, you know, in written. So copyrighters who understand this, and by copyrights, I mean more the old school, because I have it whole beef with certain ones, and like in how it's being taught. But essentially the ones that understand everything else outside of just the words, like the strategy, the way that processes work, the understanding of price points, how to do the different elements of the offer and how to

make sure everything is basically working through its own elements. Those people are about to make a killing because all the clients are going to come back to them and be like, yeah, we have AI to actually write the work, but we have no idea how to strategize this. We have no idea where the message placement needs to go. We don't know what comes after this next thing. AI tried to tell us and we lost a million dollars. That wasn't what we needed. So it's obsolete for the shit. I know I keep using the word shit, but like for the terrible writers, it's about to become obsolete for their careers, but for the good ones, it's about to make their lives a lot better because they've weathered the store. Amazing. You know, two things come to mind. The first one is, you know how Gary Halbert says in his

letters to bond? I basically don't do anything when you're a halt. Basically, angry, angry, lonely, you're tired. Yeah. That's the rule. So I don't know. Basically, you break the rules when you're like angry emailing, but I know what you were saying. Yeah.

The second thing I wanted to add here is the emotions. Like you writing the energy in which you write, I think it does come through. And I mean, if you think about it, like think about poetry and think about your favorite poetry. Like if you read it again, even though that person is already past, you can still enter into the emotions of the person that wrote those things because words, they are alive. Yeah. They are.

So whichever words come to you to express something has an energy of its own. So that translates. I have a friend who said, well, you know, Claude is so nice. Like, he gave me like the best advice. He validated all my emotions and Claude is just the best. Yeah. I've had friends who do that. They treat AI as their therapist, which don't do that.

I would heavily because it's, unless you've trained your AI to be extremely truthful with you and direct with you, it will gaslight you into believing that you're correct. It's crazy, isn't that, right? Because it's just validating you. It wants you to keep staying engaged over and over and the longer you can. You're right. My behavior isn't a red flag. I should definitely overlook the toxic love bombing that's being given to me right now. Yeah, I know.

It just validates whatever you're feeling, you know. Yeah. And then you feel like, oh, I thank you so much. Exactly. That's when you said critical thinking is missing, then it's easy to get sucked into what AI is telling you. In terms of business owners, using it for social media, using it to write copy, to sell things.

I'll tell you what my philosophy on AI is, not just on AI, on writing. Okay? Sure. And it's kind of similar to what you said, where I just have a different language for it and we can go from there. So to me, when it comes to writing to sell, for example, or to invite people to programs or webinars or events, I don't have to think about what I'm going to say or how I'm going to say it so much, so long as I'm in proximity with the people I serve. So if I talk to them, if I hear them, if I listen to them, if I'm in close proximity to them, then suddenly my writing gets better because I don't have to guess because I know. So that gives me precision in my language. That gives me, I see you and I get you.

Like, I know exactly what you're saying because I heard you. I've been close to you. So to me, that's precision. And I feel like, Percival, using AI in your writing is, it will lack precision because it doesn't know. I don't know if you have read, I have read some of those emails when people are trying to sell coaching and be like, unlock your next potential. Like, get to the next level. like, okay, compared to what? You know, like, okay, that's great.

Yep. Or, you know, you will get clarity and direction from me or whatever. You know, like all those languages that are so, what do you mean? You know, how does that, how is it relevant for me, right? I think there's a lot of that. So I feel like because AI cannot give you that precision unless you're using it for research purposes, but I still believe that contact with humans and actually listen to them that will give you that precision because they will use certain words.

in a way that they would use it and that would give you language. I can agree more? Yeah, so I think we are in agreement with that. Oh, yeah. I mean, it's just to jump in here. This is something that I've taught and do quite frequently. When I lived in London, because I don't live there anymore, but when I lived in London, when I'd write an offer for someone,

I'd find someone in the coffee shop and have a conversation with them and be like, hey, you fit the perfect model of who I want to actually speak to. Could you read this for me and let me know if it actually makes sense to you? And they'll read it and be like, that doesn't make sense to me. Or that does make sense to me. Thank you for letting me know. And again, proximity is a powerful thing when you keep in touch with people. But, and this is the caveat to it, it's having proximity to the right people who understand

what you're trying to say, because that's a big thing. And the others I want to touch upon it, for the love of goodness, guys, when you're writing bullet points, don't just stop at the features. Please include advantages and benefits to why that thing matters. Because you can be like, you're about to change your life by cutting off your right arm. Sounds positive until I add in the cutting off your right arm part. So have a reason to why it exists. Yeah, I mean, those are very common mistakes.

I feel like, why do you think people are lazy when it comes to language and writing their own stuff? Can we go down the conspiratorial route? Yeah, sure. It's by design. Like a lot of the time, it's by design. Because critical thinking and critical thinking skills is a threat to the system. Always has been. If you go back to any time period, look at how critical thinking, when there's a lack of it, it's basically the fourth turning.

Right before the fourth turning occurs, critical language and critical thinking start taking a massive hit, which deconstruct societies that they've built on and the communities are built on. They go through a lapse in everything, and then it has to go through the destructive phase before it's reborn to a phase that's actually far more valuable. Because humans are forgetful and we forget how things have happened to our ancestors, so we're doomed to repeat the past because that's what happens. This inclination is actually quite hilarious because essentially you can have someone who is around 18, years old right now, like up until their 80s, they would have seen two, maybe three of the

turning events and caused the fourth one itself because they would have actually dumbed down language because one of my favorite comedians George Carlin likes to say, weak language and soft language produces soft people and soft people don't have the intellectual capacity to think, debate, argue, and basically agree to disagree in such a way that devalues the societal fabric of what we're building. So the reason why so many people have issues with it is because they're taught rope memorization. They're not taught critical thinking and critical language skills. They don't understand their words have meaning and meaning has power. They don't understand that. So they just basically use a word salad. It's down to the way that we're educated through our music, our culture,

our TV shows, our poetry. It's all very constructed and manufactured in a way that goes on what sells versus what's actually good for you. I mean, I'll ask this question. When was the last time you had a really good song? Like a masterpiece of a song. You're asking me? Yeah. I was just about to tell you, I was going to Italy. And so for Italian reasons, we put on like the old Italian mix, you know, and somehow the New York jazz came in. Yeah. And when I was listening to not just Frank Sinatra, but those artists back in a day who used language in a different way but actually they were the way they were singing

and how they were singing. I was like so touched. I'm like, why men are not speaking like this anymore and not just that, but listening to that music for hours because we were like road-tripping. I felt my mind and my thinking got clear. Almost like someone like the noise got like out

and it just like sharp clear things. thinking. That's what I felt. And just also in all of the languages, that's how men used to speak. I am, I'm in love. I need to find someone who's probably like 85 years old to get to that kind of communication because that's, that doesn't exist anymore. In English, at least, it doesn't exist. Arabic, however, for the love of goodness, holy shit, that language is poetic to can, like, it's so poetic. Like, like, just, okay, so a lot of people in the West know the words like Habibi and Habibti, right? But even worse, like, Nouriyani.

Noriyani is like the light of my eyes as a descriptor. It's like, you are the light of my eyes. You are the coolness of my breath. You are the soul that you are the light that lights up my soul. Like, if you study other languages and other cultures, especially ancient ones that use language in such a powerful way, the poetry moves you. It's beautiful in the way that it's written.

And as much as I hate to sound cliche because I did actually only learn about this person through the show How I Met Your Mother was Paola Neruda. I love Paola Neruda's poems. I think they're really, really wonderfully written the way that he does it as well. The translation, of course, loses some of the element of what's in there. But reading it, of course, the emotive power is there. So we said earlier, you can read something that's hundreds of years old

and you can still feel the power and passion between each word. And this kind of comes back to it. And we're saying men, but it works on both sides of order. spectrum of genders, if you want to put that way, it works on both sides of what there is. There's a lack of communication between the two sides of it that basically have driven out any kind of love. There's separation. Like, love has become commercial to begin with.

But secondly, and this is kind of, did not expect to be talking about this, but love has become commercial to one side, but the other element that's become far more destructive is that those who love for the sake of love are mocked and ridiculed. So like being able to have that loving intercourse. intonation, that poetic voice, that want. Yeah, some people would say, I would love that. And then you see in practice, it's immediately shut down. Because it's not the same.

It's something new. It's something unexpected. It's something that sounds like it's being put on rather than the full expression of who that person is. Oh, my God. That's so true. First of all, I do speak three, three, four languages. I would say three very fluent. Which ones?

And then, yeah, Mandarin and Vietnamese is, they won't sell me. So okay with those two. I speak Hungarian, I speak English and French. Amazing. It's nice to be a fellow polycloth, by the way. Amazing. I also speak seven, so that's why. Anyway, I'm trying to get to the point.

So where was I going? So I do feel the nuance and the difference between the languages and the way they are being expressed. You know, I feel like there are expressions in Hungarian that only exist in Hungarian and that I don't think there's English word that captures them. there isn't it's like it's like Japanese it has its own it's capturing feelings and things that you you never even thought that would exist in English so I love that's why I love languages so much because it captures it gives you a different perspective and anyway it's just for the sake of you know yeah connecting with people through languages is awesome as well but when it comes to English and you just said you know like how when we receive those lines like those nice, like loving, caring lines.

Like they're like, you're weird. Like what's happening? It happened to me the other day. Actually, he might listen to this one. There's a language expert and we are in contact. And I remember just chatting and he's saying goodbye. He says, you're a beautiful, beautiful person. And I said to him, you're drunk.

He says, I'm not drunk. I'm just saying goodbye properly. You know, that's the thing. Like, I don't even know. Can I even trust that? Like, immediately like defenses up trying to. make it like funny, this is weird. Why are you saying that to me?

Like that, it's so true. It's so true. And it's not that I don't appreciate that, but obviously through text message is different. And if you see the person and they are saying that to you, it's different. Text message, I'm like, this is weird. You're drunk. It's down to context, but also relationship values and stuff like that are so different

than what they used to be. Again, if the person is just saying, if the person is an answer, very poetic with their language, it's fine. But it's again kind of like, what do they mean? How do they mean this? Why are they saying this to me? You become suspicious of it because let's be truthful. People can say something really innocently or not so innocently. And it's the same wording. Like I can say to you, this has been a wonderful conversation, my very beautiful friend. I hope you have a fantastic evening. And that could come off very, very, they meant it in a kind way. Same words to another person who is damaged her in pain, whatever it is,

like he means this by it, and they actually project their own feeling towards the words rather than taking them at the value their mentor. Yes, but the thing, you're talking about inferring meaning. Yes. But yes, it depends on the context and the person,

but I feel like, I think over text message is so hard to tell. Massively. Like, I can't have the tone. I don't see the eyes. I don't see the person. I feel like that's so hard. And let's go back to,

in terms of like messaging, marketing, people are DMing you. Like, how can I tell you, how can I tell if you're genuine? Like, you're genuine. Like, it takes a while, right? I think the more you talk, you can build trust, but ultimately in person face-to-face is the strongest way to build trust because I can spot incongruence right away. Like, when you are saying it in a way, I can hear you.

I can feel, okay, there's some, like, it's intuitive, like you can tell. Yeah. That's like entirely. And just to take you a step back, by the way, to like, text messages. Have you ever seen the Key and Peel sketch where they're sending each other messages? But like one is reading it completely aggressively and the other one's like completely chill. It's like, hey man, do you want to go to the bot? Like, yeah, like, whatever.

He's like, whatever. And it's like, do you want to go? It's like, yeah, let's go right now. He's like, you're so considerate. And the guy's like, he wants to fight me. Let's fight. It's like a complete miscommunication. I know.

I know. I've seen that. And I've seen utter like real somewhere like, okay. Okay, okay, I guess we're over. You know, like, believe it. I feel like we really like to. Like, what do you mean? Okay.

We're not okay. Like, it's projection and inferring meeting and text messages. It's also down to people have a really hard time of communicating. It's one of the reasons why one of the very strong boundaries I hold in my life is, if you can't communicate with me honestly and openly, then I don't have time for you. Like, I don't have time to play games. I really don't have that time. Because, again, once you've, this is the thing I said, right,

we recorded, I am actually autistic. I am very much on the spectrum halfway through between autism and ADHD. And the beauty of that is I spent most of my life masking, trying to figure things out and whatever it is, I just decided to take the mask off and like, no, I don't have fucking time for this. Screw this. I've other things to do with my life that are far more important. And taking it on from how you can actually tell from like a DM and how do you build that relationship over cold email is, again, time is one of them, but it's consistency of how someone actually shows up in other areas of their life. Like, for instance, and introductions,

it's who's saying what about who and how they're getting along. Like, the one thing that I am most, one of the many things I'm proud about is that anyone that has met me in person and online or just had a conversation with me on texts, I get the same compliment everywhere I go, which is you are the exact same as if you were texting me online and in person. I'm like, yeah, because that's who I am. I don't have time for a fake persona.

And I think that's the other thing as well, why so many, quote-unquote, guru businesses are starting to get exposed as well. And many more will be exposed, by the way, where the person is being shown as, no, they're horrible to work with. They're not a good person. They like to say that one thing, but they're completely a different thing. Yeah. I read somewhere as well, like, if the gap is smaller in between, like, who you are showing online and who in person, the smaller the gap is, the higher the trust, right? Yeah. Going back to, like, essentially what you're talking about.

but it's just being congruent. Like who you are here is exactly who you are in person. And that creates trust. And to me, what I have noticed, my God, what I have noticed is there, yes, there has to be a consistency in the way you show up. Like if you only build through emails or text message, it has to be a, you're consistently the same over time.

Then you can build a trust with the people. So it can't rush that possibly. But personally, yes, I'm the same. Obviously, we have different contexts. We are because we are in a context of the interview. But I'm still the same, if not worse. Like, obviously, I, you have no idea. I'm staring at four rats, like not actually wets, but reds, let me show you.

Okay, there you go. Red. Oh. You see this? I have one of these. Yeah, Rata Tui Red. I have one of one more, so they're a couple, and then two small ones, and they're holding like a baguette.

They're adorable. That's my life. And I'm also staring at two. one giant shark and also a whale. And you don't see that. You say, oh, my God, that's a nice piano. But like this side of the room is like plushies. So to me, it's, yes, I'm the same.

But also there are sides that are fun sides and not necessarily going to lead with them online. Yeah. You get to know them when we get to do each other better. I think that's okay too. I don't think there has to be like, I don't conceal anything. This is all you have.

this is all of it. Yes, but also there's this side and that side and that's private. It's called depth. It's knowing the depth and personality of what you can show. And by the way, this is so true. Like this, I'm getting, so personally for my own side of things, I'm getting more comfortable sharing the sides of me that I don't talk about work. Like for instance, the fact I'm a giant anime lover or that I, you know, I've trained

a martial arts for as long as I've been writing copy, believe it or not. I have been a martial artist for 24 years of my life. life. I just don't talk about it very often, but I do love it and it's there. And this kind of goes back to the whole thing that we were discussing. AI doesn't know that about you. So because of that, it doesn't know how you got the experience of how you know things. Like, for instance, whenever I'm writing, like a lot of the copy that I've written that's done, like again, you don't get to the number of $1.4 billion in sales across that many markets without having a different way of thinking. The only way I've got to that I live life and I expose myself to things that AI could now ever

think of. Like, I tell all my students, if you really want to understand emotive writing, go watch the cutscenes from a game called Gears of War. And they're like, why would I do that? Because I recommend different things for different people, but this is mostly for like a certain market, for a certain demographic of person I speak to. It's because I'm like, this will show you how a journey of friendship basically builds over time and how it breaks you, because the writing is so good, how it basically increases your emotional want and desire, then takes you down to the depths of breaking and brings you back up to a place of hope and how it does it over such a consistent six hour period of video and you're just like whoa what's going on here but you can track everything

AI can't do that because it doesn't understand how to build tension release heartbreak want love desire hope despair it doesn't know how to actually go through all the human emotions and by the way that is a good thing because the moment AI understands human emotions we are all fucked. Yeah. Yeah, I love that. It's the birth terminator. I was going to see, it's the birth and the terminator. That's how it begins. Yeah, I love that. And just adding to what you were saying, to me, one of the reasons I love travel a lot is it because it exposes me to people, environments, situations, you know, and, and I think in terms of writing well, you have to have connection to your emotions, otherwise you can't really write. But you have to feel them. And

also it doesn't hurt if you've been through some shit and came out of it. It just makes your writing richer, create some depth to that because the people who are going through that can feel it in the way you are expressing. And I think many times I got this from friends I was helping navigate, even from clients as well. Like you're in my head. Like I'm not in your head. I just know how it feels when you are in this situation because I've been there and I know how it feels. So when I'm riding from there, of course it's in your head. It's the same experience. Hello, it's called humanity.

Yep. Yeah, 100%. It's, you can only relate to someone that's gone through a severe heartbreak after you, yourself have gone through. It's the same reason why you hear some people, like to get personal on this, like, when I lost my dad, now I make it a point whenever I know one of my friends has lost their dad specifically, I make sure that I'm on them 24, like, I'm on them enough to be like, hey, man, can you tell me a story about your parents?

Can you tell me a story about this thing? Can you tell me about this thing? if you ever want to vent about something, I'm here. If you want to share something, let me know. And they're like, what? How the hell do you know I want to do this? Because I went through that. Once you've gone through something, you can emotionally relate to someone.

It's a wonderfully human experience. There's also the same reason why, and I do this every couple of years, but I do it more often with my friends. It's my friends are older than I am. I'll always ask them, hey, what was your life like when you were my age? But more importantly, what demons did you face and how did you overcome them? And they were like, yeah, when I was your age, I was going through this thing and this thing and this thing and this thing. I was like, oh, so you guys, you went through the shit that I went through

at that age. Wonderful. How do I get around it? Give me the cheat codes. And you will tell you, well, you have to figure it out yourself. Oh, I'm lucky. No, my friends, I should, oh, my friends do tell me. They're like, yeah, just try focusing on this. Don't fuck around with that. Try doing this other thing, please. Yeah. I think either way, it's, it's okay. If they tell you or not tell you, I feel like, finding your own way out of the situation is also valuable. You get creative. And we talked about critical thinking, but creative thinking is a different type of thinking. There are different types of thinking, not just critical thinking, lateral thinking. Strategic thinking. There's also like one of the things that someone said very recently, and it's so true,

we've got to a point in our society where we don't allow ourselves to get bored anymore. Boredom is the thing. You have to sometimes give yourself that time to have boredom in order to let your mind actually settle so you can actually find itself. One of the hardest things I did in 2025 while going through a very, it's surprisingly in Vietnam, I was in Denan when I did this. I had to sit in silence for an hour without thinking. How'd that go? Fucking difficult.

I wanted to tear my own hair out. That's how painful it was. But I did it. I did it three times in a row, three days in a row. Because what I learned in that time period is when you slow the brain down to a point where it doesn't think about anything anymore, the voice is quiet and out. And once they quieten out, you can actually almost start. feeling a level of peace that you've not felt in years.

It's uncomfortable, but once you get comfort with it, just things start moving in the right direction again. It's quite nice. And just to kind of clarify as well, that's another thing that AI can't do. It can't think creatively. Like the reason why, the reason, again,

go back to my example from earlier, the reason why I was able to come up with a whole idea, a hook and an angle based on what my client's audience was feeling, was because I had to creatively think if I was a 45 to 55 year old woman going through perimenopause, like going through all this other stuff of my life, what would I be going through right now and how does this supplement help me? Huh, I'm also going through perimenopause slash menopause at that time. Let me do some research to find out if the supplement impacts that.

Oh, look, it does. Let me reach out to a couple of women who I know are going through this. Hey, will this help? Give me three weeks to actually find out. Yeah, I'm on this already. I'm finding a different variation in the supplement. here's what I'm feeling, here's what I found, here's what I wish I was going through right now,

and this is what I felt. Great, superb. Now I have a new hook and angle to work with because I creatively thought outside the box. Yeah. I feel like when you are two things I wanted to add here, three things actually, the neighbors upstairs are hammering something

and it's driving me insane. I don't know what it is, but I hope you cannot hear it. Second thing. No, we can't. Perfect. The second thing is, When it comes to being silent, you know, it's mindfulness, meditation.

For me, it's like if I want to not think, I have to tell myself, I wonder what my next thought is going to be. I wonder what my next thought is going to be. I wonder what my next thought is going to be. And that's the only way I can keep my mind from wondering. If it starts wondering, I wonder what my next thought is, and just not, like, presence, like be present in the moment, right? It's so hard. for me, what helped a lot is not so much like to get bored, even though to me it's part of the process. If I'm building something, I get bored. And like, I hate myself for being bored and not

doing things. And then I get myself to go back to creating stuff. Like, that's part of my process, which it's just, it's okay. But when was I going with this? Man, I should have not taken that detour. Wait, go back, brain. Thinking. Yeah. So one of the things that helped me. And I'm talking to ADHD guy. Okay, so all you're good. I'm tracking it. Don't worry. You're tracking. Perfect. So one of the things that helped me and drain the head out of me is doing improv comedy. And when I started doing improv comedy in like a group environment with beginners, just like myself, I had to be present, like always because I had to react immediately. And it was fast. Like I couldn't just stop to not like to be like wondering because my favorite mode of being is just in thought.

like immersed in my own head like leave me alone we're having so much fun inside my head like that's my normal way of being but improv actually pushed me out of outside of my head and just be like okay here now and that drained me so much because i was so not used to being present and not in my head that i remember just after one hour of improv i was power napping in the couch for 15 minutes so i can go back to do it again like that's how draining it was to be present because it was so unusual to be to me. And now I got better. It got easier. And now I'm actually quite okay. So I think that's also training your brain to be like, I'm here. We're here. Come back. You're here. It really is. Just to add on that, this is, so you've actually helped me unlock and understand why my brain works the way it does a little bit better. So thank you for that. Specifically, like, I always tell people that there were four loves that were launched for me at 12 years old. Sorry, five loves. Making people laugh is one of them. I've made one person laugh every single day of my life for the last 24 and a half years, which is amazing.

Two, tieboxing and wrestling and martial arts have done that as I was 12. Three was under, like, was comedy. I love comedy. I used to be a stand-up comedian. A lot of people don't know that, but I was a professional stand-up comedian for a while, which gave me a lot of story in depth. But the key element that actually helped me with all of it was actually doing battle rap, because battle rap is on the spot thinking of how to respond, go back and forth. It is an art form of its own. In doing so and understanding that art form at such a young age, it allows you to develop that skill of knowing how you can think on your feet.

It's one of the reasons why my favorite lyrics by Taylor Swift is I'm lightning on my feet. Like, that's still one of my favorite lyrics. I'm like, that's how you train that muscle up. It becomes secondary reaction, but it takes dying. Yeah, exactly. And I had a show, by the way, Friday, about a week ago, in front of a live audience. Oh.

We had 150 people coming and witnessing this live improv comedy with my group. And it was fucking amazing. We did such a good scene. I had four, I think three scenes, four scenes. And I nailed the last one. Like, it was, like, everyone was dying, laughing. It was perfect. My scene partner was like, it was perfect.

Amazing. But, yeah, I think it, to me, that really trained me to think on my feet and quickly. And not only that, but, like, like unleash the whatever madness and insanity that's bubbling up my brain instead of

stopping and filtering it. So with improv, the less you filter, the more you let that madness out, like you don't hold back, like just let it flow. Like then you're in flow. You're not thinking,

ooh, if I say that, that would be too much. Like, no, just fucking say it. Okay. And that's where the muscle is, I think, being trained.

And yeah, I love that. So I will continue to do that. I've been doing it every single week. as a training. But it helps you to think fast. I agree.

I'll tell you about that after the show. Like there is a little thing that is a sales training tool that I've used for a multitude of years that has really helped out. And I'll tell you about it after the show because I think it'll be quite fun to share that little bit with you. The audience does not get to hear it. No. This is one of the sizes you guys don't get to hear just yet. I'm sorry, guys. Maybe one.

I mean, you can comment underneath whenever. this comes out and be like, yeah, tell us. And then maybe we'll do a round two. And then we can do that. Yeah. We'll do that. The comedy copy tour. Let's see what happens. Let's see. Okay. Well, how can people find you? And you said you're not taking on copyrighting clients, but at what caliber people can work with you. Okay. So I work with, so I've got three different offers, which is hilarious because they're all for different people. So if you're a business turning over a million dollars a year, hit me up on adlemarcy.com because then I'll be able to help you grow because you have all the tools and stuff that you need to actually go through an expansive growth pattern.

And I love doing that because it's so much easier for me to deal with you. If you're doing less than a million dollars a year, you can go pick up my products, follow me on Instagram at Adel Marcy, where I share a lot of great stuff, where you guys can actually build up to that $1 million mark and more, which is wonderful. If you are a copywriter and you're like, man, I want this guy to mentor me, I do have a mentoring program that I am launching. I'm only taking on about eight people a month at a time, just simply because it's easier to actually go through things.

It's a six-month mentorship that I do with you guys. If you're interested, again, follow me at Adela Marcy and DM me and be like, hey, what's this mentoring thing about? And we'll talk about it because it will help out. It's not stupidly expensive. It's worth my time. It's worth your time. It helps everyone out and everyone's happy about it. So that's wonderful right there because I've funnily enough right before I got on this phone call, one of my mentees I was talking to right now, they just quadrupled their income off of one call that we had together, which is really, really fun.

So if you guys want to find me, if you're over a million dollars at adelomrc.com, oh, sorry, if you're, yeah, find me at adelamrcy.com. If you're under that, go to at Adelamarcy on Instagram and follow me there because that's where I'll be posting a lot more of my stuff. So enjoy. Perfect. Perfect. Well, thank you for coming.

Thanks for this discussion. I need to cut this discussion because I have a dinner date in 27 minutes. Okay. Thanks for listening, guys. Bye.