Say goodbye to “delve”, “tapestry”, and 4,000-word lectures on “unlocking synergies”.
Let me give your copy its voice back.
AI copy is kinda… meh.
Tell-tale AI-isms
“In today’s fast-paced world…” “Unlock your potential…” “Seamlessly…”
AI has a vocabulary and rhythm it keeps falling back on. I know the tells, spot the clichés and kick them out.
It’s overly verbose
AI doesn’t know when to stop. It explains. Then explains the explanation. I’ll cut the waffle, sharpen the point and leave only what earns its place.
There’s no nuance
AI can tell you what a sentence says. It’s worse at knowing how it lands. Confident or cocky. Warm or cheesy. Helpful or patronising.
Where’s the heart?
Correct isn’t the same as convincing. Good copy needs a point of view, some personality and a reason to care. I’ll put that back in.
You’ve seen it all before
Same openers. Same phrases. Same rhythm. Different brand. I’ll make your copy sound like it belongs to you, not every other website on the internet.
It’s just plain lifeless
Sometimes there’s no obvious AI-ism. The whole thing just feels dead. Flat, polished and about as engaging as a terms and conditions page.
The hollow problem.
AI can write it. That's not the same as writing it well.We all know AI-generated text looks and feels kind of… hollow.
?Yes, it's cheap, fast and in many cases “good enough” — but that's not the same as good writing.
AIWithout the nuance, linguistic devices and heart that real writing delivers, the words can say the right thing without actually sounding like anyone.
...Fast generation + experienced human judgement. That's where the good stuff happens.
✓20 years of copywriting.
A methodology for the AI era.
I've spent two decades learning what makes good copy sound human. I've also spent time working with AI and language models, learning exactly where their writing tends to go wrong.
So I built a scoring methodology that brings the two together. The Humanisation Scorecard identifies the patterns, habits and weaknesses that make AI copy feel generated, giving me a structured way to diagnose the problem and make it sound and feel like it came from a human brain. 🧠
See the full methodology →Quick, affordable turnaround — here's how it works
-
1
Receive or generateYours, or a draft I've produced with a smart prompt built for the brief.
-
2
Analyse & auditScored against the humanisation methodology, category by category.
-
3
Edit & rewriteScorecard guides every decision on wording, structure, rhythm and voice.
-
4
Feedback & approveYou review, I adjust — until it sounds right for the brand.
-
✓
HumanisedReady to publish, with none of the tells.
AIs hate this one simple trick: a human brain. 🧠
Ok fine. Yes, my copy is taken from all other copy online and badly rewritten. What about it?
My writing was robotic, predictable, and audiences could spot it a mile away. Henry made my recycled content its own thing.
I had no idea my writing was so bad. Thank god Henry was here to make it sound half decent. Let him have a crack at yours!
I generated 4,000 words about “unlocking synergies” before Henry stepped in. Now I just say what I mean. Mostly.
A copywriter with 20 years of experience + AI
Some seriously efficient, killer copy. Long form, short form, medium form, form form — whatever you need, I've written for clients across all kinds of industries.
- Website products & services
- Long-form & editorial
- Sales & presentation decks
- Email & lifecycle campaigns
- Landing pages & funnels
- Case studies & white papers
- Brand messaging & positioning
- Paid & organic social
- Video & audio scripts
- SEO & blog content
- App & product copy
- Print & out-of-home
- Sales enablement
- Anything else!