Go to almost any modern website, and you will encounter the classic AI copy tropes: "Empower your workflows," "Revolutionize your team’s alignment," "The next-generation framework for seamless synergy." It feels busy, vague, and highly repetitive.
A high-converting landing page doesn’t need marketing noise. It needs crisp clarity: what is the problem, how do you solve it, and how much does it cost? In this study, we tested AI copygenerators on writing objective, impact-driven software landing page headlines.
The Fluff Test: Results
We tasked copybots with writing a value prop headline for an offline-first journal and markdown note editor named "Scribe". Here is what the default generators came up with:
- Generic Generator: "Revolutionize your notes. Unlock effortless productivity and streamline your ideas with Scribe’s seamless workspace."
- Jaspar (Optimised Editor): "Scribe is an offline-first markdown notebook that lets you capture thoughts instantly, edit in clean text, and save directly to local files. No sync lag, even off the grid."
- Human Expert Editor: "Scribe saves notes offline in pure Markdown. You own your files, no account or internet connection required."
The results are clear: general generators consistently overpromise and use empty verbs like "streamline", "leverage", and "empower". Specialized tools like Jaspar, when guided by clear functional presets, succeeded in matching the human copywriter’s objective focus.
Copywriting isn’t about using clever words. It’s about using clear, literal words that show you understand your user’s exact workflow.