Why AI Can’t Replace Real Writers – Copywriter Sarah Ashley on Craft, Clients & Content

From Computer Science to Copywriting

Sarah Ashley didn’t start out with a pen in hand. Her early career path took her into computer science before pivoting to business studies. It wasn’t until her college years that she discovered copywriting as a career—a way to monetise her love for writing without waiting on a book deal.

Joining Fiverr during university, she took on countless small jobs to build her muscle. “It was a lot of $10 blog posts,” she laughs. But with each job came progress. Fast forward to today, and Sarah has completed hundreds of gigs, fine-tuning not only her writing but her approach to marketing and brand strategy.

Writing is a Craft – Not a Commodity

In a world obsessed with AI-generated everything, Sarah is clear: tools like ChatGPT are helpful for research, brainstorming, and speeding up workflows—but they don’t replace the human touch.

“It’s good at summarising,” she says, “but brand personality, tone, nuance—it’s just not there.”

The best writing leads someone to action. It connects. It reflects values. And most importantly, it feels like it came from somewhere real.

How She Uses Platforms Differently

Sarah is active across TikTok, Instagram, Pinterest, Snapchat, Reddit and more—but she doesn’t treat them the same. Each one plays a specific role:

• TikTok: Her primary platform for reach and visibility.

• Snapchat: Used to build a more personal connection.

• Reddit: A powerful, underrated tool for business conversations.

• Pinterest: Ideal for video pins and evergreen content.

• Instagram: Still the main business card for leads and DM-driven conversion.

Repurposing Like a Pro

Sarah shares how one blog post can turn into:

• A viral TikTok script

• Instagram carousel slides

• A YouTube talking-head script

• Pinterest infographics and video pins

• Newsletter content

• Reddit thought-leadership posts

It’s not just content creation; it’s content strategy.

On Email and Substack

Email might not be sexy, but it works. Sarah runs a monthly email newsletter and includes content roundups, social media highlights, and third-party links worth sharing. She’s also experimenting with Substack as a passion project platform.

“Email sequences are a pain,” she admits, “but that’s where a lot of businesses fall short—and where good copywriters shine.”

Why She’s Guesting on Podcasts

Sarah only recently started appearing on podcasts. For her, it's a way to connect, share, and sharpen her speaking game.

"Speaking is also a skill, just like writing," she says. "And podcasting lets me explore that in real time."

Who She Works With

Sarah loves working with what she calls "practical dreamers" — founders and marketers who dream big but also understand the work needed to bring ideas to life. She offers services in:

• Brand messaging

• Email sequences

• Website and landing page copy

• Social media content

Get in Touch

Check out her work, freebies, and services here: 👉 https://portalcopyco.com 📲 @portalcopyco on Instagram

Listen to the Full Episode:

🎧 "Why AI Can’t Replace Real Writers – Copywriter Sarah Ashley on Craft, Clients & Content"

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