Forget everything you learned about writing at school.

story of princess and dragon

Back as a child, you were probably an amazing writer.

All those wonderful stories swirling around in your head. Maybe you wrote some of them down.

All that imagination… the adventures… the excitement.

And who was the hero of these stories? You, of course!

Your energy, bravery and wisdom were at the center of everything you wrote. You were at the center of your universe!

And then you went to school…


At school they started to beat that spontaneity out of you.

They taught you how to write more objectively. Include only what you learned by reading the class materials, as directed by the curriculum. No more pirates, princesses, or monsters! No more imagination!

And for goodness sake, keep yourself out of everything you write. It’s not about you. Stick to the facts. Write within the same format as everyone else.

University? The writing gets even more formal and structured.

Business school? Even more.

Suddenly, you find you’re writing like a… hmm, this is weird… you’re writing like a computer, or an AI. Even before AIs were a thing.

It’s time to write like a human again.

Bring back the emotion and the energy!

I’m not suggesting you insert yourself into all your business writing. Unless you’re pitching your own business, your own identity remains in the shadows.

But you can bring other people, and some real passion into your work.

You can tell stories that include employees, customers, or both.

You can write case studies.

You can write with empathy.

Acknowledge the emotions of your audience. Recognize their pain points, and their desires.

This is how you connect with your readers. This is how you truly engage with them. You can’t do that with “just the facts”, or by being dry and objective in your writing.

Emotional writing builds deeper connections, and trust. And greater trust translates to increased sales.

Writing with emotion is essential in a world of AI writing tools.

Tools like ChatGPT have “been to school”. They have been trained with massive data sets.

But they never had a childhood filled with mystery, imagination… and dragons.

They don’t know what it’s like to feel happy, or scared, or sad. They can’t laugh or cry.

So… if you want your work to stand out from the writing generated by these tools, you need to do what AI can’t do… You have to lead with emotion.

Rediscover your inner child, and bring some of that passion and emotion back into your writing.

This is how you set yourself apart from AI writing.

And this is how you inspire and delight your clients and your readers.

I’m not suggesting you ignore AI. Tools like ChatGPT can help us in many ways. But you should be adding a layer of emotion to any output generated by AI.

How can you do that? How can you combine AI with true Emotional Intelligence?

This is what I teach in my latest course for copywriters… Futureproof Copywriting.

1 thought on “Forget everything you learned about writing at school.”

  1. Thanks for the reminder of all of the things that I didn’t like about school, with all of the structured limitations. Even not I’m only beginning to see the full potential these programs now offer.


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