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Handcrafted plates

Plates used to be handmade. Today, almost all plates are machine made. Most people are just fine with this but some still care for handcrafted plates.

The same will probably soon be true for copywriting. Or any writing, for that matter.

Just like with plates there’s nothing wrong with this. Machine made plates work fine. In fact, in many regards they are superior to handmade plates. More so, machines allow us to make things that no human could make.

And yet, there’s value in the knowledge that something is handcrafted. It’s just that most people won’t really care.

Which means that understanding your audience and getting clarity about what they really do care about will be a very useful insight to help determine what place AI should have in your communication.

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Fun or profound?

We watch movies to be entertained (mostly), but we don’t mind learning something in the process. We listen to a presentation to learn something (mostly),

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Ready or not?

“The show doesn’t go on because it’s ready; it goes on because it’s 11:30.” – Lorne Michaels These are the words of Saturday Night Live

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If only I had known this

In hindsight, it’s often not that difficult to see what you should have done differently. Of course, this couldn’t work. Of course, they would be

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Dr. Michael Gerharz

Dr. Michael Gerharz



Yes, I love talking to you. Call me at +49.2241.8997777
Or reach out at michael@michaelgerharz.com


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