Justin Oberman Advocates Doubling Down on Core Skills Amidst AI Concerns

In a recent LinkedIn post, Justin Oberman discusses his journey of professional identity and the strategic decision to re-embrace his core skill as a writer, a move that yielded significant business growth. Oberman shares his experience of initially pivoting away from traditional service descriptions like “copywriter” and “publicist” in favor of broader titles like “personal brand manager.” This shift, however, did not lead to the desired client acquisition, prompting a period of self-doubt.

The Perils of the Pivot

Oberman recounts the challenges he faced after rebranding, noting the lack of leads despite his extensive experience. He reveals the personal toll this took, stating:

“The consistent silence, even after the pivot, made me feel nervous, scared, and a bit depressed. I seriously began to doubt myself.”

He further explains that the perceived need to “pivot” was largely driven by anxieties surrounding artificial intelligence (AI) in the creative fields. However, Oberman observed that clients were still primarily seeking his skills in traditional copywriting, ghostwriting, and general marketing strategy.

Doubling Down on Expertise

The turning point, according to Oberman, came with a conscious decision to revert to his established identity as a writer. He explains this strategic re-commitment:

“So, I started doing something that every personal brand and AI guru says not to do. I doubled down on calling myself a copywriter and ghostwriter again with the sole mission of attracting high-net-worth clients…”

This decision, Oberman argues, was instrumental in revitalizing his business. He highlights a dramatic increase in visibility and lead generation, leading to a more profitable and sustainable workload.

Quantifiable Results of Re-Commitment

Oberman details the positive outcomes of this strategy, emphasizing that it allowed him to work with fewer clients while earning more, thereby creating the necessary time and mental space for developing new ventures, such as his “Copy Hunter” course. He notes the impact on client relationships and new opportunities:

“My impressions went up 100x. I’m getting just the amount of new leads that I need every week. I make more money working for fewer people… My current clients are happier than ever because I’m not trying to push other things on them.”

He posits that AI should be viewed as an amplifier rather than a replacement for human expertise. Oberman encourages other professionals experiencing similar uncertainties to focus on strengthening their existing skills rather than seeking an “AI-proof” pivot.

The Enduring Value of Expertise

Oberman’s core message centers on the idea that in the current landscape, doubling down on one’s proven expertise can yield exponential results. He advocates for building confidence in one’s abilities, suggesting:

“Swap the fear of AI for the confidence of doubling down on what you know. Quit waiting to find the perfect AI-proof pivot and turn the one you already have into one. Build on the undeniable skill you already have so that it lifts you and everyone around you up.”

He concludes by asserting that “there has never been a better time to be an expert” and encourages professionals to cultivate their own confidence, even if it appears counterintuitive to prevailing trends. Oberman also briefly mentions an upcoming webinar, “Ghostwriting 2.0,” aimed at writers looking to enhance their careers.