Episode 620: 2025 Copywriting Year In Review With Todd Jones
Show Highlights
In this podcast episode, host Rob Cairns and guest Todd Jones review the state of copywriting and digital marketing throughout 2025. They discuss the practical use of artificial intelligence in content creation, emphasizing that while AI is useful for summaries and social media posts, it often lacks the creativity needed for remarkable results. A significant portion of the conversation focuses on the power of storytelling, specifically the importance of developing a founder story to build human connections in a commoditized market. The speakers also address industry shifts, noting that customer experience and emotional targeting are becoming more vital as traditional digital playbooks lose their effectiveness. Finally, they highlight the potential risks of AI replacing junior-level roles, which could disrupt the long-term development of skilled professionals in the field.
Show Notes
Episode Summary
In this year-end wrap-up, Rob Cairns sits down with regular contributor and “Story Archaeologist” Todd Jones to reflect on the evolution of copywriting and digital marketing in 2025. They dive deep into the practical uses of AI in content production, the “pendulum swing” back toward human storytelling, and why the era of the “specialist” might be fading in favor of the creative technologist.
Key Discussion Points
1. The AI Workflow: From Audio to Social Post
Rob breaks down his current tech stack for producing the podcast and marketing materials:
- Audio Capture: Recording the conversation.
- NotebookLM: Used for initial summaries and text transcripts.
- Gemini (LLM): Rob uses Gemini to refine show notes and generate platform-specific social media posts (LinkedIn, X/Twitter, Facebook, Blue Sky).
- The “Human” Element: Rob emphasizes the need to manually correct names and brand spellings (e.g., Gemini often misspells “Cairns” with a ‘K’).
- Pro Tip: Be careful when importing text from AI into WordPress; certain “graphic characters” or emojis generated by AI can occasionally cause dashboard glitches if the site isn’t configured for them.
2. The “Story Archaeologist” & Brand DNA
Todd discusses his shift toward being a “Story Archaeologist”—someone who digs into a company’s history to find the existing narrative.
- Founder Stories: Why every solopreneur needs an origin story to build trust.
- Brand DNA: The “6 Ps” framework for about pages.
- Connection: Magic happens when your brand story intersects with your audience’s story.
- Title Shift: Rob shares why he changed his title from “Digital Strategist” to “Technologist,” reflecting a broader understanding of how tech and strategy overlap.
3. The State of the Industry: The Pendulum Swings Back
Todd references a Wall Street Journal article noting that companies are once again “desperate for storytellers.”
- The AI Trap: Many companies fired marketing departments in favor of AI, only to find the content was “average” and lacked strategic “why.”
- The Junior Developer/Writer Crisis: AI is eliminating entry-level roles. This creates a long-term problem: How do we develop senior talent if the “junior” rung of the ladder is gone?
4. Marketing Insights from History
The duo discusses famous founder stories and how they shape brands today:
- Kellogg’s: Originally developed as a cheap, easy food for psychiatric patients.
- Burger King: Started as a way to sell milkshake machines.
- Engineering Feats: A comparison between the rapid construction of 100 years ago (Niagara Falls power dams, Golden Gate Bridge) versus the slow pace of modern infrastructure.
Todd’s 3 Tips for 2026
- Become a Creative Strategist: Simply “slapping an ad up” no longer works. You must understand the mechanics of appeal.
- Focus on Emotional Targeting: Even in B2B, buyers make decisions based on emotions (e.g., wanting to look good for a boss or seeking security).
- Prioritize LTV over ROI: In a world of high churn and terrible customer service, the “Lifetime Value” of a customer is more important than a one-time “Return on Investment.”
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