WHY YOUR WORDS SHOULD SOUND LIKE YOU, NOT A.I.

It has never been easier to get your message across.

The advent of social media has given businesses a wonderful platform to communicate with an audience.

Companies and individuals across the world are seizing the opportunity to talk, shout and scream about the benefits of engaging with them.

The result is that there are an awful lot of words out there – which makes the importance of standing above the crowd, and being heard amid the clamour, even more acute.

At the same time, many people now use artificial intelligence engines like ChatGPT, Claude and Gemini to pump out their content.

That’s understandable. As a former journalist, I work fast – and I reckon my rates are reasonable. But I’ll never be as quick or as cheap as AI.

But… and it’s a big but… while you can get by with AI, if you want to stand out from the throng, you need something better.

If you see yourself as a thought leader, there are three words that sum up why it’s essential for your words to sound like you – and nobody else.

Authenticity. Credibility. Engagement.

Authenticity

You’ve got a compelling story to tell. You want to demonstrate your expertise to the world in a way that elevates both you and your brand.

But in the telling, it simply has to sound like you. The ability to spot copy that has been created through AI is not restricted merely to wordsmiths.

Your audience will know your words have been artificially created. People who know you will recognise that the tone of voice is wrong – and that throws up a barrier that will dissuade them from making that all-important emotional connection with your words. And, by extension, you.

Credibility

When you’re deciding whether or not to invest in a particular product or service, there are many factors that can influence the decision.

If people reading your words can spot that they have not been created by you, that they are not coming through in your authentic voice, they may start asking other questions.

Why haven’t you taken the time to speak to me in your own voice? What else are you trying to hide? Why shouldn’t I doubt the overall message you are trying to convey?

In those moments, it’s all too easy to decide to look elsewhere.

Engagement

Today’s search engines are incredibly smart when it comes to spotting AI-generated copy – and penalising its creators accordingly.

Your words simply won’t get the prominence you think they deserve. And, in turn, you won’t receive the level of response you want and need.

I speak to so many business owners who have found that AI copy does not achieve that all-important cut-through.

Never forget that AI is a misnomer. There’s no actual intelligence to it; all it does is scrape the internet to gather what it sees as information relevant to your request.

It doesn’t do nuance. As a perspicacious pal of mine said, it will never make you laugh.

And why should it? The close relationship between humour and humanity exists not only in the dictionary.

All of which illustrates why there is real commercial value in ensuring your words are created by an expert who can capture your authentic voice in a way that builds credibility and ensures engagement.

So let’s talk…