LLCCopywriting
Builds the argument for a page, email, or post: who it's for, the offer, the proof, the next step. Won't invent claims.
Download CopywritingFrom Richard Machemehl, founder of Executive Technology Group and M2 AI.
AI Starter Kit
The tips, templates, and free skills from my talk. Start with the first section and go at your own pace.
66% of U.S. small businesses now use AI, up from 23% in 2023.
Source: U.S. Chamber of Commerce, Empowering Small Business, October 2026
The talk in six steps
Six things you can start today
- 1Talk to it like a personand let it write your promptsDone
- 2Teach it who you areso it sounds like you, not like AIDone
- 3Build your marketing planin one conversationDone
- 4Let it do the workagents and connectorsDone
- 5Make how-to videosfor customers and employeesDone
- 6Make commercialsno camera, no editorDone
Simple to advanced. Start with number one.
Step 1 of 6
Talk to it like a person
and let it write your prompts
The biggest upgrade is the simplest. Don't type one line and hope. Have a conversation, and let the AI write the prompt for you.
- Tell it what you're trying to do, like you'd explain it to a new hire.
- Let it ask you questions, one at a time, until it understands.
- Have it write the prompt, then run that prompt in a fresh chat.
Example
I want to post on Facebook more often for my business.
What does your business do, and who are your customers?
Home technology in Houston. Homeowners who want Wi-Fi that just works.
What should someone do after they read a post?
Call us to fix their dead zones.
Got it. Here's a prompt to run in a fresh chat: "I own a home technology company in Houston..."
Copy this prompt
I want to [your goal]. Ask me questions one at a time until you understand my business and what I need. Then write me a prompt I can use to get it done.
You don't need to learn prompt writing. Let the AI do it.
A better prompt
Same request, much better result. Turn the four parts on and off to see what each one adds.
Instead of
Write a Facebook post about my business.
Try
I own a home technology company in Houston. My customers are homeowners who want reliable Wi-Fi but don't care about the tech. Write a Facebook post about the frustration of dead zones and how we fix them. Conversational, no jargon, under 100 words. Don't make up claims or testimonials.
The copy button always copies the full prompt.
Even easier: talk instead of type. Record a meeting or walkthrough and give it the transcript.
Step 2 of 6
Teach it who you are
so it sounds like you, not like AI
Your instructions
There are two layers of instructions. Tap a layer to see what goes in it.
The project file wins when they disagree.
Global
Who you are, how you work, your rules.
Applies to everything.
- In ChatGPT, this is your custom instructions. In Claude, it's Instructions for Claude, in Settings.
- For agents it's a file:
~/.claude/CLAUDE.mdfor Claude Code,~/.codex/AGENTS.mdfor Codex.
Project
What's specific to one job.
The project file wins when the two disagree.
- In the apps, it's the instructions inside a Project.
- For agents, it's a
CLAUDE.mdorAGENTS.mdin the project folder.
Starter template: AGENTS.md
# About me and how I work
Read this before every task. A project's own AGENTS.md or CLAUDE.md wins when it's more specific.
## Who I am
- Name and role:
- Business and what it does:
- Customers I serve:
- Where I'm located:
## How I like work done
- Lead with the answer, then the details.
- Use plain language. Keep it short unless I ask for more.
- Ask me only when a decision really changes the result.
- Tell me what you checked and what you didn't.
## My rules
- Nothing gets published, posted, or sent without my approval.
- Never make up numbers, quotes, testimonials, or claims.
- Use read-only access to my tools unless I say otherwise. Never ask for or store my passwords.
- Don't include customer personal information unless the task requires it.
## Where things live
- My website:
- Brand colors, logo, and fonts:
- Files and folders I use most:
- Tools I use (email, calendar, accounting, CRM):
Use Claude and ChatGPT?
Keep everything in AGENTS.md and make your CLAUDE.md one line: @AGENTS.md. Then you only update one file.
Not sure what to write?
Ask: "Interview me about my business, then write my custom instructions."
Stop the slop
AI writing has tells. One of them is fine. A pile of them is slop, and readers notice. Here's what to watch for.
Em-dash overload
"It's fast — really fast — and simple."
Em dashes everywhere"It's not X, it's Y"
"It's not just software, it's a partner."
Hype words
delve, seamless, robust, game-changing, unlock, elevate
Everything in threes
"Fast, simple, and reliable." Every single time.
Empty openers
"In today's fast-paced world..."
Decorative endings
"...showcasing our commitment to excellence."
Saying it 3 ways
"Save time. Get your day back. Focus on what matters."
Chatbot leftovers
"Great question!" "I hope this helps!"
Slop
In today's fast-paced world, your home deserves more than just technology. It deserves a seamless, game-changing experience. Elevate every moment, unlock peace of mind, and discover what's possible.
Without the slop
We design and install the audio, lighting, and Wi-Fi in your home, then support it after we leave. When something stops working, you call one company.
The fix is to say what you actually do. The free skills below catch most of this for you.
Try it: slop spotter
Paste a draft and see which tells pile up.
No single word or punctuation mark proves something was written by AI. It's the pile-up that gives it away. This checker looks for common patterns only, so read the draft yourself too.
Free skills
A skill is a saved set of instructions for a task you repeat. It loads only when that task comes up, so you get the same rules and format every time instead of the AI guessing.
Your Voice
A fill-in-the-blank template. Paste in a few things you wrote, plus your rules, and it writes like you.
Download Your VoiceHumanizer
Edits a finished draft so it reads like a person wrote it, and checks that every fact survived.
Adapted from Brandon Wise's open-source humanizer (MIT License).
Download HumanizerMotion Video
Plans and builds short branded videos with you, scene by scene, using Remotion. See how it works.
Download Motion Video
How the writing skills work together
Copywriting builds the argument: who it's for, the offer, the proof, the next step.
How to install
Let your AI put them where they belong.
Download the .zip files above, give them to your AI agent (Claude, ChatGPT, Codex, or whichever you use), and paste this:
Install prompt
I'm giving you skills as .zip files, such as copywriting.zip, your-voice.zip, humanizer.zip, or motion-video.zip.
1. Install each skill where skills belong in the app or tool you're running in. Keep every file and folder inside each zip, including any references folder and LICENSE file.
2. If you can't install skills here yourself, tell me the exact steps for this app instead of guessing.
3. Tell me where you put each one and how I use it.
4. If Your Voice is one of them, help me set it up. Ask me for three or four things I've written and the rules I want followed, and fill in references/my-voice.md for me. Show me the finished file before you save it.Prefer to do it yourself? See Claude help: use skills, Claude Code docs: skills, or ChatGPT help: Projects.
Step 3 of 6
Build your marketing plan
in one conversation
Use the same conversation trick to get a real plan for your business, not generic advice.
Copy this prompt
Interview me about my business, my customers, and my budget, one question at a time. Then build me a 90-day marketing plan: who to target, what to say, which channels fit my budget, and a weekly calendar.
What you get
- Your ideal customer and message
- Channels that fit your budget
- A 90-day calendar
- Month one drafted: posts and emails
Then follow up with
Now draft the first four weeks of posts and emails from this plan, in my voice.
How I use it
I use this. My plan feeds an AI agent that makes and schedules posts every day.
Free playbook
The Every-Format Social Playbook
Your plan says what to post. This says how to run it: Facebook, Instagram, TikTok, YouTube, LinkedIn, and Google Business Profile, organic and paid. 59 pages, updated October 2026.
Read the first three content pages
The actual pages from the playbook, with the cover and table of contents left out. Read them below or keep the free sample. No email needed.
That's 3 of 59 pages. The full playbook will be free to download right here soon.
That's 3 of 59 pages. Get the rest free.
Almost there.
Step 4 of 6
Let it do the work
agents and connectors
Agents don't just answer. They do the work, and you approve it.
Claude Cowork
Works in folders on your computer. Turn a pile of receipts into a spreadsheet, or scattered notes into a report.
Available on paid Claude plans (Pro, Max, Team, and Enterprise). Claude help: Cowork
ChatGPT dots
Always-on agents that run tasks for you in the cloud.
Rolling out to ChatGPT Pro (outside the EEA, Switzerland, and the UK) and Business Premium, with a beta for Enterprise, Edu, and Healthcare. ChatGPT help: dots
Connectors (MCP)
Let agents reach your tools, like QuickBooks, Gmail, your calendar, and your CRM. In Claude, look for Connectors in Settings. In ChatGPT, they're called apps.
Nothing goes out without your review. Usually read-only access, depending on the tool. Never share your passwords.
Read-only or read and write
Flip the switch to see the difference.
Read-only: the agent can look things up, but it can't change, send, or delete anything.
Start read-only
Read-only lets an agent look things up. Read and write lets it send, change, or delete things, so turn that on only when you need it.
Not sure if your tool has a connector? Ask your AI, for example: "Is there an official connector for QuickBooks?" It can walk you through setting it up, too.
Step 5 of 6
Make how-to and training videos
for customers and employees
Stop answering the same question every week. Turn it into a video once.
-
1
Record it
Record yourself doing it: your screen and your voice, the way you'd show someone.
-
2
Let AI write it up
Give the recording or transcript to the AI. It writes clear steps, a script, and a written checklist or SOP.
-
3
Turn it into a video
Motion graphics plus a voiceover, even in your own cloned voice. See how in step 6.
Copy this prompt
Here's a transcript of me showing how to [task]. Turn it into numbered steps, a 60-second video script, and a one-page checklist for [new employees or customers]. Keep my wording where it's clear.
Use it for onboarding new hires, customer setup guides, and the questions you answer every week.
Step 6 of 6
Make commercials and motion video
no camera, no editor
Every video in my talk was written as code by AI. No camera, no video editor. Here's how to make your own.
Path 1No installs
Start here
- Open Claude in your browser and use its most capable model.
- Paste the starter prompt below.
- Watch the animation play in the chat. Ask for changes in plain English: "slower," "use my brand colors," "make it vertical for a reel."
- To save it, screen-record it, or ask for a version you can put on your website.
Starter prompt
Make me a 20-second motion animation as a single HTML file I can preview right here. It's for [where it will play, for example my website or an Instagram reel], in [16:9 or 9:16]. My business is [what you do] for [who you serve]. Show three short scenes: [scene 1], [scene 2], [scene 3], and end with [your call to action]. Use these colors: [colors]. Keep text large and easy to read, hold each scene for at least 3 seconds, and don't make up any numbers, reviews, or claims.
Replace the parts in brackets before you send it.
Path 2How I do it
Real video files
- Use Claude Code with Claude's most capable model.
- Create a video project with Remotion, a free tool that turns code into MP4 video, then add Remotion's official agent skills:
npx skills add remotion-dev/skillsRemotion docs: agent skills - Add my motion-video skill. It handles the planning: the brief, a storyboard you approve first, your brand, pacing so people can read it, checking still frames, and rendering the MP4. Download motion-video.zip
- Ask: "Use the motion-video skill to make a 30-second explainer about [topic] for [where it will play]."
For realistic footage, I run an open AI video model (LTX) on my own computer. When it can't do a shot, I use Higgsfield.
Remotion is free for individuals, companies with up to 3 employees, and nonprofits. Larger companies need a Remotion Company License.
Most first drafts move too fast. If people can't read it, ask for it slower, with a pause at the end of each scene.
Each scene holds for under a second. Try to read it.
More from the talk
Ideas to try, a prompt library, which AI to use, and my rules.
Ideas
Where I'd start if I were you.
Ideas to try.
Phone answering
Answer common calls and take messages after hours.
Meeting notes and follow-ups
Turn a recording into notes, tasks, and a follow-up email.
Your numbers
Have it review your P&L or a spreadsheet and flag questions.
Replies to reviews
Draft thoughtful replies to reviews for you to approve.
Hiring
Write job posts and screening questions.
Quotes
Build a skill from your best past proposal.
One project into many posts
Turn one finished job into posts for every channel.
Checklists and SOPs
Turn a voice memo into a checklist or SOP.
Prompt library
Not sure how? Ask it.
Is there a connector for my tool? How do I set this up? Your AI can answer most of these, including questions about AI. Fill in your details once and every prompt below fills in for you.
Is there an official connector (MCP) for [tool]? Tell me who makes it, what it can read, what it can change, and how to set it up with read-only access first. Link me to the official setup page, and tell me if you're not sure it exists.
What permissions does the [tool] connector ask for? Explain each one in plain English and tell me which ones I can turn off and still get value from it.
I run [my business]. How could AI help me [task]? Give me the simplest way to start this week, what I'd need, and what to watch out for. Ask me questions first if you need more context.
Walk me through how to [task], step by step. Use the current official help pages instead of going from memory, give me one step at a time, and wait for me to say "done" before the next one.
I want to [task] for [my business]. What tools could do this? Compare two or three options on cost, setup effort, and what data they'd need access to. Tell me what you're not sure about.
I keep asking you to [task]. Turn the way we do it into a skill I can reuse. Ask me what should stay the same every time, then write the skill and tell me where to install it.
Before you start, tell me your plan and what you need from me. Don't send, post, delete, or change anything without asking me first.
Check this for facts, numbers, and claims I can't back up. List anything you're unsure about instead of quietly changing it.
ChatGPT or Claude?
I use both.
ChatGPT
The engineer
ThoroughSometimes overthinks
Claude
The designer
Thoughtful and naturalSometimes misses small details
"I use both. In my experience ChatGPT is the engineer: thorough, sometimes overthinks. Claude is the designer: thoughtful and natural, sometimes misses small details. On big work, have them check each other. Plans start around $20 a month."
My rules
My rules.
- Nothing goes out without my review.
- Usually read-only access, depending on the tool. Never share passwords.
- Check facts and numbers before you use them.
- Don't get too comfortable with it.
Next step
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