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If you’re the real deal, it’s time to show up like it.

Emma Griffin is a UK copywriter and hook strategist, creating uncopyable messaging that takes your business from run-of-the-mill to run and tell everyone.

After years working for some of the biggest names in the UK, she now uses her word-nerdery to help you stand out in a sea of copy+paste AI templates and say something deliciously different.

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AI can chuck out mediocre content fast because it’s only using what’s. already. out. there.

But you’ll never stand out by regurgitating what’s already been done.

Real creative strategists don’t just recycle what alrea

I know you didn’t put in the years of hard graft – defending your “little business” to relatives and watching as your frenemies hate-watched every single story you posted, hoping for you to fail – to keep playing it so s

Here’s what I believe:

The stuff that makes you stand out, that makes you human, that makes you utterly different to [insert other person in your niche] cannot be fully represented by a basic AI prompt or a Google Doc template that cost you l

I put off starting this Substack for the best part of 6 months, so I figured: why not begin by posting the essay that feels most taboo, and makes me physically heave from how raw, wrong and inappropriate it feels?

Welcome to Self Squared. It's a Sub

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