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When the Choral Renaissance Polyphony playlist is on and I'm in a co-working office, my to-do list doesn't stand a chance.
Sending you good vibes for a productive Monday! ☕
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Most AI content sounds like it learned human emotion from a PowerPoint presentation.
It is technically proficient, grammatically flawless, and completely devoid of soul. It uses words like "delve" and "testament" in ways that real humans simply do not speak.
I see companies publishing hundreds of these articles a month, thinking they are winning the SEO game.
They are missing the point entirely.
Getting someone to click on an article is only the first step. If they start reading and immediately feel like they are being lectured by a robot, they will leave. You have won the click and lost the trust.
Human connection is the only thing that actually drives conversion.
If your content doesn't sound like a real person wrote it, it won't sell.
And the fastest way to do that is through STORIES. EMOTION. REAL-LIFE EXPERIENCES.
That's what AI can't replicate.
So that's what you need to bring to the table.
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What kind of content are you writing?
Money-making content?
Or
Traffic-generating content?
Because they're not the same.
↓↓
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Behind every successful content agency is a whole load of Google Docs called something like FINAL_final_v2_USETHISONE.
We project this image of sleek, seamless operations online.
We talk about our tech stacks and our automated workflows and our perfectly mapped out processes.
The reality of content production is always a little bit chaotic 😂
(And I love it. Sometimes. Sometimes it's bloody stressful, but I do like it. Honestly. Promise. I like it!!!)
The best content is found in last-minute edits.
Your favourite writer right now is losing track of which version the client actually approved.
We've all got a folder full of assets with increasingly desperate file names.
I have built a very successful agency, and I still occasionally find myself searching my own drive for a document I know I saved yesterday.
And I refuse to even think about renaming / restructuring my Google files. That is a nightmare to keep me up at night.
But what all SaaS businesses don't want you to know is that operations never have to be perfect.
They just have to work well enough to deliver great work consistently.
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Unfortunately, one of my most used prompts is 'ChatGPT, tell me what this business does'.
Why? Am I not intelligent enough to understand a complex tech business? Well, uhm no. I do know my way around a SaaS site thank you very much.
But I don't understand your hero banner at ALL.
Your customer should not need an LLM to understand your website.
I reviewed a SaaS homepage last week where I had to read the hero copy four times before I understood what the software actually did.
They were so focused on sounding innovative that they forgot to be clear.
You have about three seconds to tell a visitor what you do, who you do it for, and why they should care.
If you waste those three seconds on clever wordplay or vague promises of transformation, they will leave.
Content doesn't need to be complicated. In fact, it needs the OPPOSITE of that.
Stop trying to sound like a visionary.
Start trying to sound like a friendly someone who can fix their problem.
It's that simple.
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EVERY. SINGLE. CONVERSATION.
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If you're a product person, I love you, but you shouldn't get the final say in a content piece.
It's not because you are not bad at marketing or I don't like getting my toes trodden on.
It's because you are bad at explaining things simply.
This is the biggest lesson I took from my time as a Microsoft consultant at DXC.
I would sit in rooms with literal geniuses who were building technology that could change industries.
But when they tried to explain it to a customer, they sounded like a product manual and I could see, in real time, the customer's eyes glazing over.
We don't need those vibes in your content strategy thanks.
The hardest thing in the world is taking a complex idea and explaining it so clearly that a ten-year-old could understand the value.
And yes, nowadays AI can help, but it's not perfect. You still need a strategist behind you.
If your marketing isn't working, stop looking at your funnels and start looking at your vocabulary.
Can you explain what your company does in one sentence without using jargon?
(Hint: If you can't that might be the issue!!)
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AI has NOT killed the freelance writing industry.
But it has made things harder.
That's just the reality of the situation.
You've got to be more canny, more strategic, more intelligent, and more technical-minded than ever if you still wanna get ahead.
That's a tough pill to swallow.
Especially when every second LinkedIn post is either:
“AI will replace all writers!!! 😱”
or
“Actually AI is amazing and nothing bad will happen at all!!! 😌”
Meanwhile the rest of us are just trying to pay rent and figure out why a client suddenly wants “SEO thought leadership email funnels” for £200.
That’s part of the reason I started Get That Money.
A free daily newsletter sharing real writing, content, copywriting, SEO, and marketing jobs without the weird fake listings, ghost jobs, or “competitive salary” nonsense.
Because if the industry is changing this quickly, writers deserve better information too.
Link’s in the comments if you want in 🧡
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I've reviewed over 40+ business websites this year alone.
Yep, I've been busy 😮💨😮💨
Here's what I've found, and where you should start ↓ ↓
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The companies with the strongest positioning usually sound the least "professional."
I don't mean they sound sloppy. I mean they sound human.
When you look at the brands that completely dominate their categories, they don't use words like "synergy" or "optimise."
They don't write copy that sounds like a legal disclaimer.
They speak directly, clearly, and with personality. They sound REAL (whatever that means).
The obsession with sounding professional is usually a mask for a lack of confidence.
When you don't know exactly what makes you different, you hide behind the same corporate language everyone else uses.
Clarity and personality will outperform jargon every SINGLE time.
