Popular Marketing Posts
The One Thing AI Can’t Fake (And You Shouldn’t Either)
Let’s cut to it: the secret to making your content stand out in a world full of robotic “insights” and rinse-repeat blog posts?
Real human storytelling.
If you want people to remember you, trust you, or buy from you, you have to ditch the dull-and-generic and give them something no AI ever could:
You.
Why AI Still Struggles With Soul
AI writes in averages. Generative AI basically hoovers up millions of pieces of content and spits out what most people would write next.
Great for summaries and blog skeletons - not so great if you're looking to grab attention, win hearts, or convert eyeballs into loyal fans (a.k.a. paying customers).
Even the best AI outputs sound pretty similar. You’ll know what we mean if you've ever tried the same ChatGPT prompt your colleague just ran, only to get near-identical results.
There’s a name for that. It’s called being forgettable. And it’s not a good look for your brand.
For Better Content, Bring Stories - Not Statistics
Here’s the truth: generic just isn’t enough anymore.
Unique stories, lived experiences, little odd moments no one else has lived but you? That’s the kind of content that punches through.
Saying, "I once ruined a live demo by accidentally unplugging our biggest client's modem" is miles more compelling than anything about “technical glitches”. Because it’s honest, it’s different, and it’s slightly humiliating. But that's exactly what makes it stick.
People trust people. We buy into messy, funny, deeply specific human stuff - not perfect summaries generated in milliseconds.
Copy Should Feel True, Not Just Sound ‘Nice’
Here’s where human copywriters really have an edge: voice + point of view.
While AI likes to explain everything in a smooth-but-lifeless tone (“XYZ helps brands maximise engagement…”) people write with feeling. Grit. Maybe some wagger.
- AI: “Our platform simplifies management tasks through intuitive UX features.”
- You: “I wasted 20 minutes scheduling a single meeting last week. Not anymore.”
No prizes for guessing which one people are far more likely to click.
Tension grabs, relevance connects, and specifics sell. Use details that actually belong to you, not hypotheticals that could be about anyone.
“Scalable” Doesn’t Mean “Meaningful”
We know AI shines when it comes to speed and efficiency. Great - it gets blogs up faster, and your social media posts go live sooner.
But the catch - quantity doesn’t equal quality. If what you're publishing is basically flavorless copy mush, does publishing more of it really help you grow?
Research shows human-written content gets more engagement, higher click-through rates, and (this one matters most) better conversion rates.
Scaling forgettable copy is just heaps of wasted time. But storytelling actually earns something. Trust, leads, and customers.
Your Voice Is Your Differentiator
Brands that connect are brands with clear personalities - not just bullet lists and benefit-led product descriptions.
Who’s your customer? What’s their world actually like? Start there, not with feature points. Give your copy real perspective. You’re not here to write Wikipedia articles - you’re here to move people.
AI Assists, But It’s Stories That Sell
Here’s the bottom line: let AI be the smart sidekick, not the one running the show.
Give it the task of structure, headlines, tweaks - but the heart? The funny bit? The awful screw-up turned into brand truth? That's you.
Keep the vibe human. Show, don't tell. And most of all - make sure that no other brand could ever hit "copy + paste" and pull off your story.
The only content that breaks through these days is the kind nobody else could’ve written.