In a recent LinkedIn post, Justin Oberman takes a critical look at what he deems to be some of the worst copywriting advice circulating on the platform, particularly highlighting the pitfalls of AI-generated content and generic messaging. Oberman, a self-proclaimed “copy hunter,” argues that much of the advice seen today, especially when generated by AI, lacks the crucial context and human insight necessary for effective copywriting.
He begins by pointing out the issues with a specific piece of advice he encountered, stating:
“This is probably the worst copywriting advice I’ve ever seen on LinkedIn.”
Oberman identifies three primary problems with the content he reviewed. Firstly, he notes that the entire piece appeared to be AI-generated, evidenced by a small detail in the image provided. Secondly, he criticizes the example “Great Copywriting” advice, demonstrating its generic nature with examples across various industries:
“Airbags: “Arrive with stories, not stitches.”
Smoke alarms: “Wake up to pancakes, not paramedics.”
Parachutes: “Land with a memory, not a mess.”
Helmets: “Keep the ride, not the receipt.””
According to Oberman, these kinds of lines are indistinguishable and could be produced by anyone, regardless of their actual experience with the product. This leads to his third point: the advice itself is fundamentally flawed. He argues that great copywriting is not a one-size-fits-all formula but is instead highly circumstantial, depending on eight key factors.
The Eight Factors of Effective Copywriting
Justin Oberman emphasizes that truly effective copywriting hinges on a deep understanding of several elements. He lists these as:
- The product features
- The medium
- The audience
- The human desire
- The level of awareness
- The problem’s level of awareness
- The messaging saturation
- Various bits of human insight
“So Chase’s wisdom is fake, the image is fake, and the advice is horrible,” Oberman asserts, referring to the original post he critiqued. However, he shifts the focus from the AI itself to the audience who engages with such content, suggesting the real issue lies with those who save and presumably adopt this advice.
Beyond Generic Messaging: The Art of “Copy Hunting”
Oberman then transitions into his “Copy Hunting” methodology, illustrating how to craft more impactful messages by considering specific scenarios and audience motivations. He provides several examples for a hypothetical sunscreen product, demonstrating how context dramatically alters the best approach.
Scenario 1: The Novelty of SPF 50
If sunscreen with SPF 50 were a brand-new invention, Oberman suggests the most effective headline would be starkly simple:
“SPF 50”
This highlights how understanding the product’s unique selling proposition in its market context is paramount.
Scenario 2: Addressing User Behavior
He then considers a common user error: applying too little sunscreen. Instead of focusing on the fear of sunburn, the messaging could address the behavior directly, such as suggesting:
“Feel free to use more than feels reasonable.”
Scenario 3: Competing with Existing Habits
Oberman also proposes that effective copy should often sell against the competition the consumer already has, rather than a feared outcome. For instance, competing with a disliked current product might lead to a line like:
“The one you’ll actually put on your face.”
Scenario 4: Uncovering Deeper Motivations
Furthermore, he explores less obvious motivations for using a product. For sunscreen, this could be anti-aging benefits, leading to headlines like “The most affordable anti-aging product you will ever own,” or even sensory appeal, such as “Smell like vacation 24/7.” For parents, the focus might shift to practicality and safety, with lines such as “It doesn’t sting when it runs.”
Oberman concludes by offering his “Copy Hunting” course as a resource for those looking to develop more authentic and effective copywriting skills, emphasizing the importance of human insight over generic AI output.
📝 About This Content
This article is based on insights shared by Justin Oberman on LinkedIn.
📅 Originally posted on September 1, 2026 | View original post on LinkedIn →