Three questions that stop AI copy sounding generic

Before you write any copy, first answer these three questions in plain language: 1. What does the audience actually want that they won't say out loud? Not the demographic, the want. For example, "people don't buy fiber, they buy permission" is a real insight; "25-34 urban professionals want soda" is just a Wikipedia sentence. 2. What's the tension? Good copy almost always sits on top of a contradiction between what's expected and what's actually true. 3. What would the boring, obvious version say, and how do I say the opposite? Answer all three before drafting a single line. Then write three versions of the copy and pick the one that couldn't have been written about any other product. If the headline would still work for a competitor, it isn't done yet.