How I Use AI in My Marketing Without Sounding Like a Robot

If you’re using AI to create your content… this is your reminder to pause.

Because there’s a big difference between using AI to enhance your marketing and using it to replace your thinking.

And most people don’t realise when they’ve crossed that line.

In this voice note, I’m sharing how I actually use AI in my marketing, not to create content for me, but to refine, sharpen, and elevate what’s already there.

Because your best content doesn’t come from a tool.

It comes from you.

And when you rely too heavily on AI, you slowly lose the ability to think, create, and communicate in a way that actually connects.

If your content has started to feel flat, forced, or like it could belong to anyone… this is probably why.

If you want support with your marketing from a real person (not AI), you can find me here:

Instagram: https://instagram.com/gemmacliftonmarketing

Join the waitlist for The Collective (opening soon): https://gemmaclifton.com/marketing-collective-wait-6630

Transcript

SPEAKER_00 0:02

Hello. Right, I am getting completely overwhelmed with all of this AI stuff that's going on at the moment. Like AI prompts to feed Claude, AI stuff for chat, it's it's getting very, very overwhelming. Like I open threads and that's all I see. And working in marketing myself, I'm literally panicking, thinking, oh god, is AI gonna take my job? Is this gonna happen? I saw a James Smith post the other day about how one-to-one coaching is basically dying because the part of one-to-one coaching is being able to chat to somebody. But if you can chat to AI, what is the need for one-to-one coaching? And obviously, being somebody who's like a marketing coach and like oh god, it's taking my job, but obviously with a biased view, so please take this with like my this is my perspective on it. But AI is not gonna solve completely your marketing problems, it's not gonna take my job completely, and this is why this is why I want to like have this episode just basically like why this is gonna happen, what like why this is not gonna happen, and how to basically use AI effectively for your marketing. So, yes, you can use it as a tool to make things more effective, but without you sort of outsourcing all of your power and sounding like a robot in the same the same breath. Because do you remember when a couple of years ago everyone threw through this phase of going calling all business owners are like a rocket ship emoji, like everybody sounded the same, like it's it's evolved like it has evolved massively, but there's still ways where businesses are using AI, you can completely tell because they've outsourced the wrong parts of AI for their marketing and for the communication and messaging. So AI as a tool is brilliant, like I do use it daily, so I don't need to think oh she's like anti-AI because I'm not because I do use it, but I'll go through the way that I use it, especially with my marketing and how I use it with my business, and just to see if this shares any like gives any information or any like help for how to use marketing using AI, or how to use AI to use your mark for your marketing essentially. So I saw this thing on Instagram, uh I can't remember the name of the lady, but oh it's called upgrading Katie or something like that. She's American, and basically she used a she used chat for 365 days of the year as like her life manager, and I started using this, and actually, this is great. So I input like loads of stuff about my life, my business, my goals, my aspirations, what I want my daily habits to be like, what I want to up level, and then every day I speak to my life manager, aka chat, and say, Life manager, plan my day, or like what do I need to focus on today to achieve this goal? And that aspect of it, and I I bounce ideas off, or if I get inspiration for anything, I bounce this off in chat, and this is brilliant. And I feel like essentially, this is sometimes what we do use coaching for, like, we just need like a bit of a soundboard, and this is what I noticed when I work one-to-one with people is that they do often need ideas bounced back and forth. So, this is great for like if you are at that point where you're like, I want to have a coach, but I haven't got quite gotten enough money for a coach. You can use something like this to help you get ideas, not just with your marketing but with your business generally. So, a lot of the a lot of the time it's great, but there are some times I'm like this is this isn't quite great. Because I then tried, I thought, oh, shall I try? And now this like thread knows so much about my business, my life, my per like my personality, uh is it gonna be able to create content for me? So I sort of went down that whole route of like okay, using my ideal person, like create five hooks that tap into this problem, and a few are good, a few are good, but the majority of the time it was the same same thing over and over again, and this is where people get stuck because they think okay, if I just get a chat to or Claude to create my content, then everything's gonna be so much easier. But what we need to use AI for is basically the operational, like how to do it effectively, like daily. So coming up with ideas, coming up with ideas is great, that's what I that's what I use it for. How to sort of pinpoint what's missing or what to focus on because sometimes I'll go off on a tangent and it sort of rains me back, which is great. So I do use it like a bit of support that way, but often what I find what I what I use it for is to refine my writing. So what I will do now is I create my content, so I've got like a whole list of things ways I create content. So when I was on an airplane the other day we went to Turkey, I had four hours and a notepad, and I just wrote down loads of stuff about my idle audience. I do this so so often, and people often do this once when they like go to launch something, but I go through it again and be like, who is my idle audience? What does she love? Blah blah blah, and I just write this like little script about her, and then I go through it and be like, Hey, so what problems is she facing right now? What are her highest paid problems? What what big issues are like are like in her life right now? What does she want to like solve? So as soon as I get into that, like I can then I find that like just like actually writing it down with pen and paper gives you so many more ideas, and like when you've got free space, like being on an aeroplane, that's brilliant. So I get I like wrote down loads of like problem awareness ideas, like things things that are happening in her life, like actually what does she want to feel? I write all them down, okay, and that's my starting point. And then when I have my laptop, I then go back to this sheet of paper, and I'll be like, Okay, so one problem that she's currently facing right now is that it's finished, she's finished Easter, and she hasn't been present on her with her marketing, and she feels like she's completely lost it. So, what does she do? She tries to launch a new offer, she like burns herself out in the process of trying to do too many things at once. She goes back in this cycle of okay, I've got to be everywhere all the time. She's glued to her phone and feels stressed as hell, and then we know in a couple weeks' time that that's all just gonna fall to the ground. So that's a problem, okay? So I pick that on my little problem pop, and then I then go to create my um bit of content for it. This is where I like to basically be quite lazy, and that I will create like a caption for social media, whether it's Instagram, I'll also create one for LinkedIn. Tweak it slightly because I find that if you just copy-paste it like from Instagram to LinkedIn, it doesn't it doesn't quite work, but I know a lot of people do do this. I then also then try and create like an email, email out of it or like create part of an email which I can then like compile a few of those together, and then I'll then just like create a shorter version for threads, and then if I've if I've got like time, I'll then create a blog post. So once I've sort of like separated these out in like my Google Doc, once you've once you've done one a bit of tweaking, it takes like five to ten minutes, it doesn't take that long, it just sounds like a lot of work. But actually, it's one bit of content, it can go multiple ways and make your life so much easier. But what I then do is I then put this through chat or Claude and say this is my piece of content, and then like sort of give it the document with like LinkedIn, Instagram, blah blah blah blah blah blah all these different things. Help me refine the writing for each platform. Okay, so when I go through and like when I give it the content, it will help me refine because sometimes I do love to talk, and especially as I talk like I speak, I'm like I do copywriting, I've always worked in marketing, and I do know I know that I prefer long form content, so sometimes writing short form content isn't my forte. So I give it all to chat and Claude and say, help refine this, and sometimes it will say, Right, okay, it needs more of a focus on this, or this has got too waffly, remove this, and this is where I find it's really useful because it's sort of like a junior copywriter, and this is what I got told like two years ago is like use AI like you would do a junior copywriter, so use it like you would use an assistant. So go and do research, go and refine this, go and like you do the majority of the work, like you do the ideation, you come up with um you can use you can use it to help form ideas, like you want to bounce ideas off, but you come up with the the gold, and then it then sifts through basically like you know, when those gold sifting devices where it's like little sieve, they wash the dirt off and basically make it so much better. So they like polish the gold essentially, and this is where I want you to basically not get into the trap of using AI to solve everything for you, but to use it as like a tool or like an extra body in your business, so you then don't feel like you're banging your head against a wall every time something happens, like Easter, for example, because I know this like working on your own is hard, it's tough, and especially if you've moved from like an office environment. Yes, it's it's great working for yourself, you've got more flexibility, more freedom. But when you go and you're on your own, you're like, shit, I haven't actually got somebody in my corner who's there, and that's essentially where you would have a coach, and that's where I find I work with a lot of people is that I sort of give them advice, or that they just need somebody to help them. But this is where chat and Claude can essentially, and AI, there's so many different variations out there, can can use this and plug this gap a little bit. So, in the moments like 10 o'clock at night when you're thinking something, like you can use that, like you can you can voice note it. I voice note it all the time. Be like, okay, so I've got an idea for this. Like, what do you think? Validate this idea, and this is where you can you can use it, and you can use it to create content. I know people do, and they'll be like, Oh, steal my prompts for this or that, but I find that once you get into that rabbit hole, once you do the first set of prompts, it's it's okay, but then they all start to sound the same, and once you get to that reliance of using chat to create your content and taking your thinking out of it, you start to lose that muscle, and that's where most people get stuck. Is it because they've used it for so long, everything starts to sound a bit fanilla, they're getting a bit frustrated because it's not sounding quite like them anymore, it sounds a bit crap, but it's easy, and then they go to sit down and create some of their content, and they're like, Oh shit, I don't even know, I don't even know what to say anymore because you're so used to opening up like your AI tool that you're like, What do I even say? Like, how do I even write? Like, what are words essentially? So this is where I want you to really like build this muscle of putting pen to paper to begin with, write it as a problem, write like journal a little bit because the there's so many like bits of research about journaling. Like, once you start, like your mind then explodes. Like, it's so much writing uh better writing with pen and paper than it is on like a keyboard. I've tried both. Get some ideas down to pen and paper. If you need to, then run them through chat, and then just start typing, like just start writing down some some content from that and see where it takes you, then use AI to help you refine it, and then I'm sure, like with one one idea, one problem post, one desire post, one solution, etc. I'll go to I'll go through this in with my collective. Um, basically, like how to create messaging that converts, and we've got like we keep it nice and simple because there's no point over complicating things, but essentially, you want to talk into a problem, a desire, a solution, and you want to talk about yourself. Those are the four things, and how you talk about yourself in relation to in relation to all of the problems that your audience is facing. But this relates solely within your audience. So once you've sort of got that cycle and you get into that habit of like, okay, I'm gonna talk about a problem, I'm gonna expand on that problem. Okay, I've now got some other problems I can talk about. Oh, she really likes this, or she really really wants this in her life, I'm gonna talk about this, and then you expand on it. And like I said, you build that muscle, it's a bit like going to the gym and you build getting reps in. Like, once you start to do it, you start to get more ideas, and ideas grow from that. But when we get trapped into okay, I'm gonna give everything to AI to create this for me, we start to fatigue a little bit and we start to sort of plateau, and it gets then really hard to get back onto it. Like, I've like I said, I've been on holiday. I came back last week, I haven't been to the gym right now. So, and I'm as we're driving to the gym now because I'm coaching in class, and I'm I'm a fucking coach for Christ's sake, and I'm finding it hard to get back into like doing exercise. But it's like once you get off, I should have done taken my like gym stuff the holiday, and then I probably would have been fine, blah blah blah, all of that stuff. I get it, but once we sort of lose our like habit of like what we're doing and like building like once we sort of lose the repetitions, it becomes so much harder to get back into it. So this is what we want you to focus on is I want you to use the chat, like you would do an assistant, an intern, whatever you can name them. When I used to work in corporate, I used to have a lot of interns that we were like foreign interns, they would come over for like um like extra learn English and different things. So where I was working, I was focusing a lot on CRM and email marketing, so they used to have really, really boring jobs. They feel these feels so bad, but actually working on my own, like in this little department, and then having somebody else, even though they were like 17, couldn't really speak a lot of English, it was actually quite nice to like chat to somebody or like see what they think or what are their perspectives on stuff. Like, actually, using chat like that is so much eas so much more beneficial than getting it to do it for you. So that's essentially what it is. This probably will change, like this will probably change like the next year, and there'll probably be some extra prompts where you can use it and it will sound exactly like you, and it will all be new content that won't sound the same, and all of this stuff, and there probably is something like that. But currently, for me, you need the gold to come from you, and then chat just polishes it for you. So, yeah, anyway. I hope that helps. If you have any questions or anything, then always feel free to find me at Gemma Cafeter Marketing. Um, I'm opening my collective very soon, which is exciting, which is a uh three-month container where we basically just get your marketing shit done. So we are focusing on accountability, getting like basically getting you into the habit of marketing. I so many times when I speak to people, they have their strategy sessions and then they like just don't do it. They're like, I don't know what to do, or I haven't they don't push themselves, and that's fine because it is a brand new thing, like it's hard, it's hard to like get into the habit of doing something new, like going to the gym. So I'm there, we do have um a strategy session once a month, we have like a Q like Q ⁇ A where we basically go over whatever you marketing problems you have, or then have co-working, uh body doubling sessions, you can use me as a soundboard or like a proof checker, and that's ideas of me. So if you don't want to use chat and you want to use an actual marketing person, then I am here. Um yeah, so we open very so we start very soon. So if you want more information on that, then just uh get in touch. Um I'll also put a link in for the wait list which is in the show notes. Anyway, have a wonderful day and we will hopefully be back soon with some more little voice notes. Bye!