Are You Still Using AI to Write the Same Boring Marketing Copy? Stop Making This Mistake.
If your inbox is anything like mine, it’s flooded with emails saying “Limited-Time Offer,” “Buy Now,” and “Save 20%.” You might think that today’s marketing game is just a race to see who can get the best AI-generated copy out the fastest. We’ve all seen it. AI can produce copy, optimize emails, and tweak ads with incredible speed. It’s powerful, and it can bring some short-term conversions. But here’s the problem: when everyone uses the same tools and follows the same playbook, what’s the inevitable result? The answer is simple: commoditization.
Your product might be great, and your copy might be solid, but if your message gets lost in a sea of generic, AI-generated content, you’re just wasting your time and money. You think you’re marketing, but you’re just adding to the noise. Don’t get me wrong. AI is the future. It’s going to change everything. But the real winners aren’t the ones who just follow the crowd. They’re the ones who use new tools to solve old problems. They’re connecting with customers in a completely different way—a way that builds loyalty and drives sustainable growth.
This new way of marketing is called Identity Marketing.
Step 1: What Exactly Is Identity Marketing?
Traditional marketing is about “buying this.” You have a product, and you tell the consumer its features, benefits, and price. You’re selling a thing.
Identity marketing is about “being this.” You’re not selling a product; you’re offering an identity, a set of values, a better version of themselves. You’re inviting customers to join a tribe they want to be a part of.
Remember Alex Katon, the course creator in the video? Instead of launching another “make six figures” copywriting course, she created the Copy Posse.
The word “posse” itself is powerful. It means a group of like-minded people with a shared mission. Her students aren’t just learning copywriting skills; they’re joining a movement to “de-douchify the internet.”
Do you see the difference? She isn’t selling knowledge. She’s selling an identity: the ethical, empathetic marketer.
That’s the magic of identity marketing. When your customers identify with what your brand stands for, they stop being mere consumers and start becoming your advocates. They’ll proudly wear your t-shirt, share your brand story, and recommend you without being asked.
My Take as a Digital Marketing Strategist:
As a seasoned digital marketing strategist, I can tell you that this shift is invaluable. In an age of information overload, people don’t just buy features. They crave a connection to brands that align with their values and the identity they aspire to have. It’s a deep emotional resonance that no AI-generated copy can ever replicate.
Step 2: How to Apply Identity Marketing: Three Real-World Examples
You might be thinking this all sounds a little “woo-woo,” but does it actually work for everyday businesses? Absolutely! These three examples will show you how to apply identity marketing to your business.
The Interior Designer: His ideal clients are highly successful single men. He doesn’t just sell a well-designed home; he sells status and power. His messaging might say, “We build the kind of home that makes you feel like you’ve made it.” He’s selling an identity, not just furniture.
The Local Vet: This clinic’s brand is built around people who treat their dogs like family members, not just pets. Everything about their experience says, “This place gets me.” They provide a sense of belonging for the “dog obsessed”—a place where their deep love for their animal is understood and celebrated.
The Lawn Care Company: This is a classic feature-focused industry, often competing on price and speed. But an identity-focused company could say, “We help you become that guy—the one with the yard that makes the whole neighborhood jealous.” They’re not selling lawn care; they’re selling an image and winning the silent war on the street.
Step 3: How to Use AI Without Becoming Generic
Identity marketing requires deeper thinking, and it’s more work than just plugging an offer into an AI tool. But that’s the good news! Most businesses won’t do the work, and that gives you the edge.
So, how can you leverage AI to do this effectively?
You can use AI as your personal brand strategist. The video shared a great ChatGPT prompt that I highly recommend you try:
“You’re a world-class brand strategist specializing in the concept of identity marketing. Based on my business (insert what you do here), give me three examples of the kind of identity my ideal client might want to step into. Then, give me five ways I could reflect that in my messaging or offers without just listing features or benefits.”
This prompt will help you brainstorm creative ideas and find the angles that resonate with your audience. Of course, the AI’s suggestions are a starting point. It’s your job to talk to customers and observe the market to find the identity that truly connects with people.
My Conclusion
The rise of identity marketing is the best strategy for a digital marketing strategist to stand out in the age of AI. It forces us to shift our mindset from “selling products” to “empowering identities.”
When you focus your marketing on who people want to become, your brand stops being just another option in a crowded market. It becomes a tool for people to express their values and achieve their aspirations.
Now that you know the secret, will you keep using AI to write generic sales copy, or will you leverage it to build a powerful brand that creates lifelong customers?
The choice is yours.
If you’re eager to learn how to dive even deeper and find the exact words your customers use to describe their struggles and desires, keep an eye out for my next post. I’ll share a simple trick to use ChatGPT to pull those “golden phrases” straight from real people—the kind of language that makes your message feel personal and powerful.