How to Use AI to Write Marketing Copy That Converts (Not Generic Hype)

AI can write marketing copy fast. Like, scary fast.

But speed is not the problem. The problem is the copy it usually produces.

You know the vibe.
“Unlock your full potential.”
“Revolutionary solution.”
“Game changing platform.”

Nothing is technically wrong with those words. They just do not make people buy. They make people scroll.

So this is a practical guide for using AI in a way that actually helps conversion. Not for cranking out fluff at scale. More like. Using AI as a sharp assistant who can brainstorm angles, punch up clarity, and give you 10 versions quickly. While you stay the one making it sound real.

I will walk through a workflow you can use for landing pages, ads, emails, product pages, whatever. Plus a few prompts you can steal, and a quick editing checklist that catches most of the “AI smell” before it goes live.

And yes, I will mention tools. Mainly because it matters what you use, and how you use it.

Why AI copy feels generic (and why that kills conversions)

AI is trained to be helpful. It is not trained to be specific to your customer, your offer, your proof, your constraints, your market’s existing skepticism.

So it fills gaps with safe language.

And safe language is basically the opposite of persuasion.

High converting copy tends to have:

• Specific claims (even if the tone is casual)
• Real constraints (who it is for, who it is not for)
• Proof (numbers, mechanism, examples, demos, screenshots, quotes)
• Sharp, simple structure
• A clear “next step” that matches the reader’s stage of awareness

Generic AI copy avoids those because it cannot invent proof responsibly. And when it tries, it hallucinates.

So the real trick is: feed AI the right inputs, force it into a conversion structure, then edit like a human.

That is the whole game.

The mindset shift: AI writes drafts, you write decisions

If you want AI to write converting copy, you need to stop asking it to “write marketing copy” and start asking it to:

• Extract the strongest value props from messy notes
• Turn features into outcomes for a specific persona
• Generate 20 headline angles based on different psychological triggers
• Rewrite one paragraph to be clearer and more concrete
• Match a brand voice without sounding like a press release

So, you are not outsourcing persuasion. You are outsourcing repetition and variation.

That is why AI is great at iteration. And honestly kind of bad at strategy unless you give it strategy.

Step 1: Start with inputs. If you skip this, your copy will be fluff

Before you open any AI tool, create a “copy brief” that is blunt and usable.

You can do it in 10 minutes.

Your minimal copy brief (steal this)

1) Who is this for?
Be specific. Not “small businesses.” More like “shopify store owners doing 10 to 50 orders a day who hate writing product descriptions.”

2) What problem are they trying to solve this week?
Not “increase productivity.” More like “launch the product page by Friday without hiring a copywriter.”

3) What is your offer?
What they get, how it is delivered, what is included, any guarantee, trial, pricing anchor.

4) What is the main promise (in plain words)?
One sentence. No buzzwords.

5) Proof you can use
Testimonials, numbers, case studies, before and after, screenshots, founder story, integrations, reviews, anything real.

6) Objections
List the top 5. Example: “AI copy will sound robotic.” “I do not have time to learn prompts.” “Will this hurt SEO?” “Is it original?” “Is it safe for my brand?”

7) Voice constraints
Like: “short sentences, slightly playful, no hype, no exclamation points, no corporate words.”

If you do only this, AI suddenly becomes 3 times better. Because you stopped forcing it to guess.

Step 2: Pick one conversion framework. Do not freestyle

One of the fastest ways to get generic output is asking for “a landing page” with no structure.

Instead, choose a framework and tell the AI to stay inside it.

Here are three that work almost everywhere.

PAS (Problem, Agitate, Solve)

Great for ads, emails, and landing page hero sections.

AIDA (Attention, Interest, Desire, Action)

A classic for longer pages, product pages, sales emails.

Before After Bridge

Perfect when your audience already knows the problem and just needs a believable path.

Use one. You can always remix later.

Step 3: Use AI to generate angles, not final copy (at first)

Most people jump straight to “write my landing page.” You will get decent grammar and weak persuasion.

Instead, do this in two passes:

1. Angle exploration
2. Copy assembly

Angle exploration is where AI shines.

Angle prompts that consistently produce usable ideas

Paste your brief, then try prompts like:

Prompt: 25 headline angles

Generate 25 headline ideas for this offer.
Requirements: no buzzwords, no “revolutionary”, no vague claims.
Each headline should be specific and hint at a mechanism or outcome.
Use different angles: speed, ease, quality, cost, risk reversal, social proof, curiosity, contrarian, pain relief, status, simplicity.

Prompt: objection driven hooks

Write 15 hooks that directly address these objections: [list].
Each hook should sound like a human who understands the skepticism.
Keep each hook under 18 words.

Prompt: feature to benefit translator

Here are the features: [list].
For each feature, write:

1. what it does (plain words)
2. why it matters (real outcome)
3. one proof idea I could add (example, metric, mini story, screenshot suggestion)

You will get a pile of options. Then you choose the few that feel true and strong.

That “choosing” part is the human part. Do not skip it.

Step 4: Assemble the copy in chunks (this avoids the AI ramble problem)

Now you build the actual piece. But do it section by section.

For a landing page, a simple chunk list could be:

1. Hero: headline, subhead, CTA
2. Problem section (what they are struggling with)
3. Solution section (what it is, how it works)
4. Proof (testimonials, numbers, mini case study)
5. Features (only the ones that matter)
6. Objections FAQ
7. CTA close

For an email, it might be:

1. Subject lines
2. Opening line
3. Problem or story
4. Core offer
5. Proof
6. CTA

Chunking does two things:

• Keeps the AI from drifting
• Lets you inject proof and constraints where it matters

If you want a tool that’s already built around fast generation and editing across formats, this is where a platform like WritingTools.ai helps because you can bounce between templates and a doc editor without rewriting prompts from scratch.

For example, if you are writing ads specifically, you can start with a dedicated tool like the Ad Copy Generator to quickly generate variants for your ads, then pull the best lines into your landing page.

Step 5: Force specificity with “proof blocks”

Here is the biggest difference between converting copy and generic copy.

Converting copy uses proof. Even small proof.

AI cannot invent proof. So you have to supply it.

I like to literally add “proof blocks” into my prompt.

What a proof block looks like

• “We helped 37 clients ship their homepage in under 2 days.”
• “Average open rate increased from 22% to 31% after the rewrite.”
• “Used by 4,000 creators. 1,200 five star reviews.”
• “Here is a customer quote: ‘…’”
• “Here is a screenshot description: dashboard showing X.”

Then you instruct the AI:

You must incorporate at least 3 proof elements above.
If proof is missing for a claim, rephrase the claim to be honest and non absolute.

That one instruction alone prevents a lot of nonsense.

Step 6: Write like a person. Add friction, add honesty

A weird thing about high converting copy is that it sometimes includes small negatives.

Not “we are terrible.” More like.

• “If you want a magic button, this is not that.”
• “It takes about 10 minutes to set up properly.”
• “This is best if you already know your audience.”

Those lines increase trust because they sound real. AI will not do this unless you ask.

Prompt: add credibility without being cynical

Rewrite this section to sound more honest and grounded.
Add one small constraint or “who this is not for” line.
Keep it confident, but remove hype.
Use short paragraphs.

Step 7: Use AI for what it is best at: variations and testing

Once you have one solid “control” version, then you go wide.

This is where AI becomes a conversion tool, not just a writing tool. By leveraging AI to generate variations and test them, you can significantly improve your conversion rates.

Generate:

• 20 headline variations with the same promise
• 10 CTA button variations (some direct, some soft)
• 5 different intros (question, contrarian, story, data, pain point)
• 3 different tones (direct, friendly, premium)

Then you test them. Or at least rotate them in ads.

A lot of “copywriting skill” is just iteration. AI makes iteration cheap.

A simple workflow I actually use (ads + landing page + email)

This is a realistic loop. Not perfect. But it works.

1) Ads

• Generate 30 hooks and 15 primary texts
• Pick 3 angles
• Write 2 ad versions per angle
• Launch

If you are doing email promos alongside ads, you can spin up drafts fast with an AI Email Generator and then edit in your own voice. Especially useful for subject line sets and body variations.

2) Landing page

• Match the top performing ad angle in the hero
• Use the exact phrasing that is getting clicks
• Add proof and objections

3) Follow up email

• Use the main objection as the email theme
• Add a proof element and one clear CTA

In addition to these strategies, don't forget that AI can also be utilized to write social posts faster while keeping the desired tone. This can help maintain consistency across all your marketing channels while saving time.

4) Iterate weekly

• Pull real objections from replies, chat logs, sales calls
• Feed those back into your AI prompts
• Refresh the copy

This is where it stops being generic. Because your copy is now trained on your market’s real language.

The editing checklist: how to remove the “AI smell” fast

If you publish AI draft one to one, people can tell. Not always consciously. But they feel it.

Run this checklist.

1) Delete filler intros

If the first line is “In today’s fast paced world…” delete it. Start where the tension is.

2) Replace vague words with concrete ones

Vague: “streamline,” “enhance,” “leverage,” “powerful,” “robust,” “cutting edge”
Concrete: “write 5 product descriptions in 10 minutes,” “reduce revisions,” “stop staring at a blank doc”

3) Watch for fake certainty

AI loves “guaranteed,” “will transform,” “best solution.”
Swap for: “designed to,” “helps you,” “a practical way to,” “usually,” “in most cases”

4) Cut the paragraph count in half

AI overwrites. Combine. Trim. Make it breathe.

5) Add one real detail per section

A number, a constraint, an example, a mini story. Something that could not apply to every company.

6) Make the CTA match the temperature

Cold traffic: “See examples” or “Try it free”
Warm traffic: “Start now”
Hot traffic: “Buy” or “Upgrade”

If you want help smoothing that last layer where the draft still sounds a bit synthetic, consider using a tool like an AI Humanizer as a final pass. Not to hide AI, more to fix rhythm, remove repeated phrasing, and make sentences feel less templated. You still need to review it, obviously.

Alternatively, you could also explore ways to edit AI text to sound like you. This approach ensures that your unique voice and style shine through the content while maintaining its original intent and meaning.

Example: turning generic AI copy into something that could convert

Here is a quick before and after. Not perfect, but you will see the difference.

Generic version (what AI tends to do)

“Boost your productivity with our powerful AI writing platform. Generate high quality content in seconds and grow your business faster.”

It says nothing. It is a cloud.

Improved version (specific, grounded)

“Need copy today, not next week?
Generate ads, emails, and product descriptions in minutes, then edit everything in one doc. No weird robotic tone. You stay in control of the final draft.”

See what changed?

• It starts with a real situation
• It names the formats
• It addresses an objection (robotic tone)
• It tells the reader what they actually do next

That is conversion writing. Even when it is simple.

Prompts you can steal (and reuse forever)

Prompt 1: “voice + constraints”

Write in a casual, confident tone. Short paragraphs.
No buzzwords. No exclamation points. No corporate language.
If you catch yourself being vague, rewrite with a concrete example.
Audience: [who].
Offer: [offer].
Proof: [proof].
Objections: [objections].
Goal: [signup / purchase / demo].
Output: [hero section / email / ad].

Prompt 2: “make it tighter”

Rewrite this copy to be 25% shorter without losing meaning.
Keep the strongest lines. Remove filler.
Use simpler words. Keep the same voice.

You can find more useful strategies like these in our collection of AI writing prompts and copy-paste templates.

Prompt 3: “objection FAQ that does not feel like legal text”

Write an FAQ section answering these objections: [list].
Make each answer 2 to 4 sentences.
Sound like a helpful human, not policy documentation.
If we do not have proof, be transparent.

Prompt 4: “CTA variants”

Generate 15 CTA button options for this page.
Group them by intent: low commitment, medium, high.
Avoid “Submit” and “Learn more”.

Where WritingTools.ai fits in (without overcomplicating your stack)

If you already have a process, you can do most of this in any strong AI chat tool. The bottleneck is usually organizing outputs, generating format specific variants, and editing quickly without losing the thread.

That is why platforms like WritingTools.ai are handy for marketing work. You can jump between templates for ads, emails, product descriptions, and then refine in one place.

If you want to keep it simple, start with one workflow:

• Generate ad variations, pick winners
• Move those winners into a landing page outline
• Expand section by section
• Rewrite and tighten
• Publish

You can also lean on a general assistant tool when you are brainstorming angles or building a structured draft. Something like the AI Writing Assistant is basically built for that “give me a usable draft fast, then let me iterate” rhythm.

The bottom line

AI does not write converting copy by default.

But it can help you write converting copy if you:

• bring a real brief (audience, promise, proof, objections)
• force a conversion framework
• generate angles first, not final drafts
• write in chunks
• add proof blocks
• edit for specificity and human rhythm

Do that, and AI stops sounding like generic hype. It starts sounding like you, on a good day, with 20 versions ready to test.

If you want to try this workflow without juggling a bunch of separate tools, you can do the whole thing inside WritingTools.ai. Start with the ad or email templates, pick the best bits, then build the page from there.