How can AI help with marketing without sounding like a robot?

Written lesson · about 3 minutes to read

The short answer

Give AI your own material, meaning real jobs, real customer questions and your past posts, plus a short guide to how you write, and it drafts in your voice. Then a person edits every piece, checks every claim, and never publishes fake reviews or fake photos of your work.

Three things to remember

01Draft from your own material: real jobs, real customer questions and your past posts.
02A short voice guide and a few examples of your writing keep the tone yours.
03A person checks every claim and never posts fake reviews or fake photos.

Start from your own material

A draft sounds like a robot when it has nothing specific to say. So do not ask it for a post about your trade. Give it the raw material the business already has: the photos from a finished job, a question a customer asked this week, a review, a new service, the seasonal reminder you send every autumn. It turns that into a post, a short newsletter or a page update.

For a plumber, that might be a water heater swapped in a cramped basement and the three questions the customer asked while you worked. Real specifics beat generic content, for customers and for search.

Teach it how you write

Write a short voice guide once: how you speak, the words you use and the words you never use. Add two or three of your best posts or emails as examples. The assistant copies the patterns it can see, so the more of your real writing it has, the less it falls back on stock phrases. Keep the guide and the examples in one place and reuse them every time.

Then cut the generic phrases. Tell it to leave out lines such as 'we pride ourselves on', 'your trusted partner' and 'look no further', and read each draft aloud. If you would not say it across the counter, change it.

What a person checks, and what you never fake

Treat every draft as a starting point, not a publish button. Check each claim, number and name, because a confident mistake in public costs more than a slow post. Use only photos of your own work, with the customer's permission where they appear, and do not name a customer without asking. A person reads everything before it goes out under the business name.

Never let it invent a review, a testimonial or a photo of work you did not do, and never post a made-up before and after. That misleads customers and breaks the review sites' rules. Ask every customer for a review honestly, let the tool draft replies for you to approve, and answer an unhappy review yourself.

Where to start

Pick one thing you mean to do and never get to, such as a monthly newsletter. Collect what happened this month: three jobs, two customer questions and one review. Give the assistant that material and your voice guide, and ask for a draft.

Edit it until it sounds like you, check every fact, and publish. Keep the finished version as a new example. After a few rounds the drafts need less editing, and you have a steady habit in place of an evening scramble.

Next lessonHow can AI help you close more sales?

More in part 1

Next step

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