AI is killing your marketing (one way to fix)

Some of B2B are the cool kids shouting "synergy" with spinach dip in hand. Gila Shapiro — copywriter, PMM, and resident chaos agent at Fireflies.ai — joined the crew to roast corporate buzzwords, expose "copy thinking" and "copy pasting" with AI, and give the founder POV trick that ends executive copy fights forever. If you've ever been asked to "elevate enterprise synergies," this one's for you.More from this episodeThe two words that should disqualify any marketer from giving copy feedback (hint: rhymes with "synergy")Why having a frying pan doesn't make you a chef — and writing copy doesn't make you a copywriterThe "shout pineapple" school of copywritingWhy B2B brands are scared of being unfollowed — and why that's why nobody clicksThe dinner party test that kills 90% of corporate jargon on contactThe difference between "copy thinking" and "copy pasting" (and why one of these kills your career in 18 months)Gila's reverse-engineering trick for ending founder vs. marketer copy fights foreverWhy making your boss happy and making your customer click are two completely different jobsThe brutally honest reason most messaging processes are broken — and the only fix that actually worksGila pitches Riverside vs. SquadCast live on the show (and we may or may not be switching now)Show Notes Timespan:00:00 Cold Open & Host Introductions (Eric, Zach, Gab)01:00 Introducing Gila Shapiro — Copywriter, PMM, Creative Strategist at Riverside02:50 The Recurring Question: Are Product Marketers Actually Marketers?04:00 The "Elevate Your Enterprise Synergies" Test05:30 Writing Copy vs. Being a Copywriter — The Frying Pan Analogy07:00 Gila's Process: Say the Terrible Thing Out Loud07:35 The Dinner Party Test09:00 Why Most People Default to Corporate Jargon12:30 Be Interested to Be Interesting — The Customer Interview Trick15:30 Ownership at Riverside & Wearing Multiple Hats17:30 The Broken Brief-to-Copy Handoff Process19:30 What to Do When Good Copy Doesn't Convert21:30 Personal Brands vs. B2B Brands: Why B2B Is Afraid23:30 AI for Job Security — Copy Think vs. Copy Paste27:00 The "Copy Think vs. Copy Paste" Framework30:00 Internal Fights with Executives Over Copy31:25 The Founder POV Reverse-Engineering Trick33:30 Burnout, Garden Gnomes, and Chasing the Fun Parts36:30 Live Pitch: Why Switch from SquadCast to Riverside?40:30 Cheers and FarewellHosted on Ausha. See ausha.co/privacy-policy for more information.