Ranked Top 1% Globally on Listen Notes
I asked Jon Benson, CEO at BNSN.ai, what makes copy actually sound human on today's Coffee with Jon.
His answer was spot on and what many miss.
It's not about the words. It's about rhythm.
He's a musician. And he said the best copywriters he knows are musicians too. They hear tension and resolution. They phrase words the way a great guitar player phrases notes.
AI can't do that on its own.
He told me: "We take out a lot of the perfections. We start sentences with the word because. We do things a copywriter would do that AI would never do on its own."
Even his own process isn't magic. He writes something, then edits it three times. And he's one of the best in the world.
As a business coach, here's what I see: people think AI is a shortcut. It's not. It's a faster first draft. The editing, the testing, the human touch, that's still on you.
If you want copy that converts, don't just prompt. Write, then edit, then edit again.
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Jon Benson is a copywriter, entrepreneur, and AI pioneer whose work has quietly shaped how the world buys things online. Best known as the inventor of the Video Sales Letter, the format that became the backbone of modern digital marketing, he has spent decades writing words that move people to act—not through manipulation, but through what he calls “persuasion that feels good on both sides.”
In 2010, Jon turned his attention to copywriting software, becoming one of the earliest pioneers at the intersection of AI and sales copy. That work eventually evolved into BNSN, a platform trained exclusively on high-converting marketing campaigns and built for small business owners who sell good things to good people. BNSN reflects Jon’s core belief that the human element of business—community, coaching, and genuine connection—separates sustainable success from a flash in the pan.
He runs weekly live coaching sessions inside The Conversion Lab alongside his wife Olya, a psychologist and success coach. Jon enjoys competitive bodybuilding, playing music, and avoiding the composition of bios.
Connect with Jon Dwoskin:
Twitter: @jdwoskin
Facebook: https://www.facebook.com/jonathan.dwoskin
Instagram: https://www.instagram.com/thejondwoskinexperience/
Website: https://jondwoskin.com/
LinkedIn: https://www.linkedin.com/in/jondwoskin/
Email: jon@jondwoskin.com
Get Jon's Book: The Think Big Movement: Grow your business big. Very Big!
Connect with Jon Benson:
Website: https://bnsn.ai
Instagram: https://www.instagram.com/itsjonbenson
Twitter: https://x.com/itsjonbenson
Facebook: https://www.facebook.com/itsjonbenson
YouTube: https://www.youtube.com/channel/UCPDvmgurd-rym4pyPjviIuw
LinkedIn: https://www.linkedin.com/in/jonbenson
*E - explicit language may be used in this podcast.
