How Sam Parr Uses AI for Copywriting

Sam Parr

@thesamparr·Aug 27

How I use ai for copywriting.

Ai sucks at writing. We all know this. But it can help with one BIG thing in writing.

So, the hardest but maybe the most important part of copywriting is finding the big idea then a story, fact, anecdote that reiterates the big idea that makes the big idea more palatable and easier to remember.

Basically...making your writing stick with the reader.

Ai is amazing and helping me find a story that sticks.

An example:

I was writing something for Hampton explaining why Core groups are great. You're in a room with others like you, some better, some worse...all trying to push you + get the most out of you + help you hit your life goals.

I told Claude that.

It gave me a bunch of stories back.

One was about how someone went to Michelangelo and was like "hey, Michelangelo...the Statue of David is amazing. How'd you invent something so amazing?"

"Oh no no, " Michelangelo said. "It wasn't me. I didn't invent anything. The beautiful Statue of David was already there underneath all that big rock. I merely helped remove the unnecessary parts so the beauty could be seen."

Thus, describing the psychological phenomenon where close peers help shape you into your ideal state.

This, by the way, is a proven thing. When you're around others who push you, people who know your goals, and want you to succeed...they start treating you in a way where you start becoming who you need to be to reach your goals.

But that name? The Michelangelo Effect. Chef's kiss. A wonderful phrase that I will use a bunch to get the idea across.

Now, to be clear, I still got a lot of junk facts and stories from Claude. And you still have to have taste and judgement.

But as soon as I saw that idea...boom, that's mine now.

So, that's how I use ai to help with copywriting.

You don’t need AI to write your copy; you need it to hand you better stories. The Michelangelo Effect is the perfect example: a sticky, visual metaphor that makes an abstract idea unforgettable. Use AI like a research assistant with weird superpowers, then apply your taste to cherry-pick the one story that makes your big idea click.

What’s a Michelangelo Effect Story?

A Michelangelo Effect story is a metaphor where your product or idea is the sculptor and your customer is the statue. The “statue” is already inside them; you’re just removing the marble. When you frame your offer this way, it feels respectful, aspirational, and instantly memorable.

How to Use AI to Dig Up These Stories

Tell AI your core idea in plain English, like you’d explain it to a friend over coffee.
Ask specifically for metaphors, parables, or historical anecdotes that match that idea.
Skim for one story that gives you an instant visual “click” and ditch the rest.
Rename or reframe the story into a branded phrase you can reuse, like “The Michelangelo Effect.”
Use the story as your opening hook, then tie it directly to your product or offer.

Real-World Michelangelo Effect Angles

Hampton explains that curated peer groups act like Michelangelo, slowly chipping away bad habits and revealing the founder you were meant to be.

A coaching company positions its program as the sculptor that removes doubt, distraction, and self-sabotage to reveal the confident leader already inside you.