I write a lot. Mostly short, persuasive things. Website copy. A launch post. An investor pitch. A company narrative. The kind of writing where a few sentences have to do a lot of work. In general, most of this type of writing in the wild is shit. Crapola. Just look around the internet. It's not hard to find bland, uninspired, generic copy. And AI? It’s made things worse, speeding up bad writing, and adding slop.
I built this writing app because I wanted a better place to do my type of writing.
The two sides of writing
Most people define a good writer by their mastery of the technical aspects of it: grammar, spelling, punctuation, etc. That stuff is important, but it’s heavily overweighted when it comes to writing.
The other side of writing is the ideas. For example, I’d never consider myself a technically good writer. I’m sure you can find nits or outright errors in this post. What I’m good at is identifying abstract ideas, thinking about them deeply, then writing about them in a way that is accessible and easy to understand.
And that’s what matters. The technical side is honestly mostly solved now. Most editors catch mistakes as you type, and AI makes getting another pass on a draft easy.
Persuasively communicating ideas is where people need help. Is it a good idea? Is it clear? Does one thought lead naturally to the next? Is the writing easy to read? Have you given someone a reason to believe you?
A draft can be grammatically perfect and still fail at all of those things. Clean up the mistakes that get in the reader’s way. But leave room for a sentence to sound like the person who wrote it.
AI is attacking writing
It’s popular in tech circles for people to say things like “words matter” or “good writing is clear thinking.” It’s also popular to dump 350 words of AI-slop into strategy documents. The sentences are tidy. The idea underneath them is often missing.
I use AI. It’s useful for getting started, exploring an idea, or reviewing a draft. But when the words matter, I want to stay involved in making them.
Writing IS thinking. Try to write persuasively about something you don’t deeply understand. It’s tough. My best writing always comes from the ideas I’ve been rolling around in my head for years.
That process matters when you’re asking an investor to believe in your business or a customer to reconsider how they work. Putting an idea into words for someone else makes you notice what you haven’t figured out yet.
The inspiration
I’ve used Hemingway App for years. I like how it turns editing into something you do to a draft, one decision at a time. Its focus on readability helped me cut habits left over from academic writing.
I wanted to go further into how an argument works. That interest comes from my work on narrative design and from reading Sam Leith’s Words Like Loaded Pistols. Aristotle grew out of those two interests: making the words easier to read and the ideas more persuasive.
Aristotle is built around three lenses: clarity, flow, and persuasion.
Clarity helps you spot places where the language makes the reader work too hard. Long sentences, unnecessary wording, an actor hidden behind a passive construction. The goal is to make the thought easier to grasp.
Flow is about how the writing moves. The writing I love has cadence. One idea carries you into the next, and the rhythm feels like it belongs to the person who wrote it.
You can’t capture all of that in a number. But you can measure useful patterns: runs of similarly sized sentences, repeated openings, phrases that keep returning, or one paragraph carrying most of the draft. Aristotle surfaces those patterns so you can decide whether they’re helping. Sometimes repetition is exactly what makes a passage work.
Persuasion is about the argument. Does the reasoning hold together? Have you earned the reader’s trust? Have you made the stakes matter? Aristotle’s logos, ethos, and pathos give us a useful way to examine those questions, especially in B2B marketing, where so much of the work involves helping someone see a problem differently.
The app gives you a quiet place to write, then lets you switch into editing and examine specific passages through those three lenses. You make the changes yourself.
It’s early, and I’m building it around the way I like to work. You can find it in M3KA Tools.
Words are easy to generate now. I still want a place to spend time getting them right.