Copywriting Is Dead — HX Copywriting

You think machines write better than humans, eh?

That’s not what my research says.

Trust Collapse

52% of consumers say they’d stop buying from a brand after one inauthentic experience and 91% expect brands to disclose when they use AI.
Loyalty Loss

Across seven experiments, AI-authored emotional marketing produced less positive word of mouth and lower customer loyalty than human-authored messages.
Fake Sources

Holy fu*k! 40 of 45 citations in KPMG’s flagship AI report were fabricated or misattributed. UBS and the NHS told the Financial Times the report’s claims about them were false.
Refund Please!

Deloitte repaid part of a $290,000 government contract after its AI-assisted report quoted a court judgment from a judge who doesn’t exist.
Marketing Bullshit

Two-thirds of consumers now see “AI-powered” as a marketing ploy, and the same share find brands cringey for overusing it.
AI Psychosis

A study screening nearly 54,000 patient records found chatbots’ tendency to validate user beliefs and may “contribute significantly to the grandiose delusions or paranoia.”

Thursday, 8:43 p.m.
July 30, 2026

#001

Dear stranger,

You’re still here.

You watched a skeleton tell you copywriting is dead, scrolled through research proving machines are torching brand trust, and instead of closing the tab, you kept reading.

Interesting.

The fact that you’re on my website tells me one of three things about you.

Either:

You’re a fellow copywriter, drooling over your keyboard right now while wishing you had a website like mine. (Hey! For the right price, I’ll build one for you. I’m not your competitor. We can be strategic partners instead, no?)
You’re a business owner, founder, or marketer on the hunt for a copywriter with tech skills. (Hey, that’s me!)
You’re my mom. (Hi, mommy! Yes, I’m still alive so stop worrying…)

If you’re reader #2, keep going because this stuff is for you.

This is not easy for me to say, because in my industry, writing words is how I make a living. But the truth is:

You don’t need a copywriter. Not anymore.

AI tools are cheap. The output is meh. And you can generate a year of content before lunch. Then what? Publish it on a sad-looking website? Or waste tens of thousands on ads, testing if people will care?

Seriously, why are you here?

I imagine there’s something about your message and website that you feel is wrong. Something’s not working. Maybe AI’s advice is crap after all. Maybe the agency you’re with actually has no clue what they’re doing.

I’m not going to keep guessing but I believe somewhere in your business, there’s a version of your pitch that works. You or your best salesperson is crushing it on calls. There’s a reason your customers picked you and keep coming back for more.

Let’s chat more about that in a 45-minute intro call. I’ve been helping businesses big and small with their websites and words for almost a decade.

And yes, it costs $100. Anyone who charges nothing for their time, who is neither your lover nor a friend, is just a sleazy salesman (or woman) in disguise. If you want my honesty, and you want it for free, I’ll write some more letters like this for you to read.

If not, talk soon.

Jef van de Graaf The human behind
HX Copywriting

P.S. If you’re reader #1, the offer’s real. Email me.

P.P.S. Mom, I’ll call you Sunday.

Read my letters

Copywriting Services

I write AND build web pages to help you sell.

If you don’t have the time to write your own copy or learn how to code a website with AI, I can do it all for you.

Yes, it’s as simple as:

You tell me what you sell and why people say no.
I create everything (if you also need emails, let me know).
You ship it, then we’ll track performance and make conversion improvements that help your revenue grow.

And no, it doesn’t have to be a full site. A landing page is also a fine place to start.

Ready for that intro call now?

Book a Call for $100

“Honestly, working with Jef is one of the best experiences I’ve ever had with a copywriter, and I don’t say that lightly.”

Jon Nastor Co-Founder, Digital Commerce Partners

Here’s what I do

Positioning

Own your unique angle.

Everybody wants to be on top but when your message is no different than other people’s AI slop, you’re just another donkey (not a unicorn).

We’re all fighting for attention in a noisy digital world. If you’re blindly spraying AI slop and praying for it to work, honestly, it might be better to just say nothing at all.
Landing Pages

Get a page that converts.

You have a business to run, whereas mine is helping yours to sound good, look good, and make you more money.

In my line of work: every pixel can be tracked, every headline improved to convert, and every visitor one step closer to becoming your next customer. Maybe not all of them, but imagine increasing conversions 1 to 3%, how much more revenue would that get you?
Website

Nurture visitors into buyers.

They say every business needs a website. I don’t know who they are, but they’re wrong.

There’s over 1.34 billion websites on the internet. The majority of them get ZERO traffic, look like shit, and do nothing at all. What you actually need is a system that generates leads which, I believe, is an easy thing to do.

How this works:

1
Book an intro call ($100)

Tell me what you sell, where you’re struggling, and what success should be if we work together.
2
Get a proposal

Scope, price, timeline. Sign it, send payment, then we start.
3
I write and build

A landing page takes less than a week. Complex projects range from 2 to 5+ weeks.
4
You review, I revise

Add comments, link assets, and request changes directly on a staging domain. If you’re old fashion, revising copy in a Google Doc works too.
5
Deploy instantly

If you need a hand connecting a domain, I’ll help you with that during the pre-launch call.

Let’s talk copy!

45 mins
$100

Got a brief ready?
Send it here (free).

Copywriting

is Not dead.

And it will
never die.

Or replaced
by $20 AIs.

So...

If you think
copywriting
still matters.

You think machines write better than humans, eh?

Trust Collapse

Loyalty Loss

Fake Sources

Refund Please!

Marketing Bullshit

AI Psychosis

Copywriting Services

I write AND build web pages to help you sell.

Here’s what I do

Positioning

Landing Pages

Website

How this works:

Book an intro call ($100)

Get a proposal

I write and build

You review, I revise

Deploy instantly

Copywriting is not dead

So… if you think copywriting still matters.

Copywriting

is Not dead.

And it will never die.

Or replaced by $20 AIs.

So...

If you thinkcopywritingstill matters.

You think machines write better than humans, eh?

Trust Collapse

Loyalty Loss

Fake Sources

Refund Please!

Marketing Bullshit

AI Psychosis

Copywriting Services

I write AND build web pages to help you sell.

Here’s what I do

Positioning

Landing Pages

Website

How this works:

Book an intro call ($100)

Get a proposal

I write and build

You review, I revise

Deploy instantly

Copywriting is not dead

So… if you think copywriting still matters.

And it will
never die.

Or replaced
by $20 AIs.

If you think
copywriting
still matters.