AI Writing

The full process, written out. What to audit, what order to do it in, where it goes wrong, and what you end up able to do yourself afterwards.

Switching to AI content doesn't remove the hard part. It moves it. Here's the trade-off nobody mentions, and how to choose which difficult you want.

'Warm, approachable, professional' describes about four hundred thousand people. Claude writes the average of all of them.

The most common reaction isn't surprise, it's recognition — plus mild embarrassment at how obvious it looks written down.

After years of informal website audits, the sites that work share a handful of things. None of them are design decisions.

Typing a topic and posting what comes out isn't AI helping you write. It's AI writing instead of you, and the difference shows in every paragraph.

I looked at six physical therapy websites and couldn't tell them apart. They weren't bad — they were brochures, which is a different problem.

Most people frustrated with AI content are solving the wrong problem. Two things fix it, and neither one is switching to a different tool.

When every freelancer in your field publishes the same competent posts, sounding like everyone else is a positioning problem.

You've been to the places. That's the part AI can't fake, and it's the part most travel content leaves out entirely.

Which one writes better matters much less than people think. There's one way the choice matters a lot, and it isn't output quality.

Clients don't hire consultants for information. They hire you for judgment — which is the thing generic content hides.

You know things about the neighbourhood that aren't in the listing data. That's the content, and AI can't invent it.

Build it yourself or have it built for you. The right answer depends less on budget than on what you'll realistically maintain.

The profile you get from the interview is a first approximation. Here's how to sharpen it over your first few weeks of using it.

Charming, spacious, must-see. Every listing description now reads identically, and buyers stopped reading them a while ago.

Wellness clients are unusually good at detecting when something is performed. Generic content reads as exactly that.

The fear of being caught isn't irrational. But what people detect usually isn't the AI — it's the absence of a person.

In wellness the practitioner is the product. Here's how to use AI for the writing without flattening the thing people came for.

Generic AI content breaks the recognition moment that turns a reader into a client. Here is what that gap costs and how to close it.

The same sentence structures, the same transitions, the performed enthusiasm. Here's what people are recognising, and what fixes it.

For coaches, the brand and the person are the same thing. Here is how to make sure your AI content reflects that.

The authenticity concern is legitimate — most AI content isn't authentic. It's a solvable problem, and prompting harder isn't the solution.

Every destination guide now opens the same way. Here's what readers are recognising, and what's missing from the ones that blur together.

The same objection shows up in three forms depending on who's saying it. All three are pointing at the same underlying worry.

Before offering this to anyone else I spent months getting it wrong on my own newsletter. Here's what that actually taught me.

A coaching client wanted more content without losing what made it hers. The difference between using AI and training it turned out to be everything.

Most advice on this is too vague to use. Here's what actually changes the output, with real examples from my own profile.

Tone, rhythm and vocabulary aren't the hard part. What Claude can't infer is how you handle a personal story — or whether you tell one at all.

The editing pass is where the time goes. When correcting a draft takes longer than writing it would have, the tool has stopped helping.

I spent two years editing AI drafts back into my own voice before working out what was actually missing. It wasn't the prompt.

I didn't start my career as someone who creates content. Here's what it actually looks like to use AI for content when writing isn't your thing.

There's a version of using AI for content that's genuinely bad. And a version that works. The difference is where the ideas come from.

Most small business owners think about the wrong outcome from content marketing. Here's what it actually produces when it's working.

Writing every word myself isn't something I particularly value. What I value is getting the idea out. AI changed the math on that.