Your Copy Has a Shelf Life (If You Let AI Write It All)

3 June

Why Your Sales Page Might Expire in 4 Months—And How to Write Marketing Assets That Actually Last

If you’ve been online for more than five minutes lately, you’ve probably seen the hot takes on AI. Everyone has a stance. Especially in the marketing world. Especially in copywriting.

Me? I waited.

I needed to see how it unfolded. Experiment with it. Watch how it impacted my own process.

And then, in early 2025, I got curious.

I asked ChatGPT to write a sales page for me.
Not a demo. Not for a client. For me. For a real course I was planning to sell.

I fed it:

My sales page template
Old copy I’d written
Tone of voice examples
Even frameworks and methods I’d used with clients

What I got back? Honestly—not bad.

It hit the right beats. It followed the formula.
It sounded fresh enough that I put it up on Squarespace and moved on with my life.

Until I came back to it a few months later and felt a full-body cringe.

The Problem with Fast Copy

It wasn’t that anything was wrong.
The offer was still accurate. There were no typos. The logic held.

But it sounded like every other online business.
Like every other coach, creator, or service provider trying to be persuasive and ending up forgettable.

It was conversion copy that had been stripped of voice and dipped in vague enthusiasm.

That’s when it hit me:
AI doesn’t fight sameness. It leans into it.

And if you’re relying on AI to write your core marketing assets—your sales page, your welcome sequence, your nurture emails—there’s a good chance you’re writing copy with a shelf life.

Copy that sounds great right now.
But fades into white noise in 3… 2… 1…

Fast Copy vs Lasting Copy

Let’s go back to that AI-generated sales page.

It looked fine. It felt “done.”
But it wasn’t built to last.

Compare that to a sales page I wrote for a client four years ago.
That page? Still up. Still converting. Still making her $300k a year.

No rewrites.
No refreshes.
No AI.

The difference? That page wasn’t just fast. It was built right.

Rooted in positioning. Shaped by her voice. Strategically written to connect with a real, specific buyer.

AI makes it easy to check the box.
But checking the box isn’t building a business.

Introducing the COPY Shelf Life Framework

There are four markers I now look for in any marketing asset I want to last.

Your sales page. Your website copy. Your welcome funnel. Your evergreen emails.

If you want them to perform long-term, they need to pass the COPY Shelf Life Framework:

C = Context Over Crowdsourcing

Evergreen copy is built from your own ideas.

It’s rooted in your experiences, your beliefs, your clients, your conversations.
It didn’t come from a template carousel on Instagram or a recycled prompt you Googled at midnight.

AI is amazing at reflecting what you feed it.
But if the input isn’t uniquely yours, the output won’t be either.

O = Original Voice

Original voice isn’t just “tone.”

It’s phrasing that’s unmistakably you.
It’s rhythm. It’s conviction. It’s the kind of copy your best friend would read and say, “Yep, that’s you.”

AI? It writes copy with the polish of a Hallmark card and the personality of a mildly enthusiastic LinkedIn bro.

If you want to stand out, your voice can’t be optional. It has to be the lead character.

P = Positioning-Led

Evergreen copy starts with clarity—not cleverness.

If your copy isn’t rooted in:

What your offer actually solves
Why that matters to your audience
Why they should trust you to deliver it

…it’s not strategic. It’s just filler.

AI can describe your offer.
But only you can position it.

Y = Years of Use

This one stings a bit—because we think our copy will last.
We read it. It sounds clean. It hits the beats.

But here’s the real question:

Did you edit and shape the copy? Or did you stop at “good enough”?

Because if you didn’t personally sharpen the phrasing, if you didn’t slow down and inject your story, your insight, your buyer’s turning point…

…it won’t hold.

Fresh isn’t the same as timeless.
And evergreen copy isn’t fast—it’s intentional.

You Are the Source (Not the Prompt)

This is the part most people miss.

Typing “Write a sales page that sounds confident” into ChatGPT isn’t strategy.
It’s not content creation. It’s glorified guessing.

Prompting is not being the source.

Being the source means:

You’ve done the thinking.
You know your offer inside out.
You understand your buyer’s moment of readiness.
You can say what you do and why it matters without leaning on filler or formulas.

AI can’t do that for you.
That’s your job.
That’s the difference between sounding correct and sounding compelling.

What This Looks Like in Practice

Inside The Writing Room, we use the COPY framework to help our clients build marketing assets that last.

Sales pages that don’t need rewriting every 3 months.
Email sequences that convert consistently.
Website copy that reflects the value of their work, without sounding like anyone else in their industry.

We don’t teach better prompts.
We teach clearer thinking, sharper messaging, and positioning that makes AI your assistant, not your crutch.

Your Copywriting Challenge

Before you hit publish on your next page, sequence, or campaign, ask yourself:

C: Did this idea come from me, or did I crowdsource it?
O: Does this sound like me at my sharpest?
P: Is it positioned strategically, or just phrased prettily?
Y: Did I shape it? Or did I delegate it and hope for the best?

Because copy written to be relevant fades fast.
But copy written to lead? That stuff makes money for years.

Want Help Writing Copy That Converts for Years?

That’s exactly what we do inside The Writing Room, my 6-month group program for business owners who want to write sharper, sell smarter, and finally get paid like the expert they are.

Together, we build out your sales pages, your launch content, your welcome sequences, your entire messaging ecosystem—with strategy, voice, and long-term clarity.

This isn’t content churn.
This is the best marketing you’ll ever create—and the last time you’ll rewrite it.

Learn more about The Writing Room here →