We could all use a few more hours in the day and AI offers an opportunity to simply get more done. According to Constant Contact's recent Small Business Now report, over half of small businesses are already using AI, with many more planning to join them. But with this great power comes a great concern: How do you use AI without losing the authentic voice that connects you to your customers and supporters?
In our recent webinar, "How to Use AI Without Sounding Like a Machine," Constant Contact's Senior Director of Product, Oz Nazilli, joined Stephanie French in a discussion to share expert insights on integrating AI into your marketing safely and effectively. Here are the key takeaways to help you harness AI's potential while staying true to your brand.
Shift Your Mindset: AI is Your Assistant, Not a Replacement For You
The most powerful way to approach AI is to see it as your assistant, not your replacement. Think of AI as a junior copywriter who can quickly generate a first draft and conquer the dreaded "blank page problem." Your role then shifts to that of a senior editor. You are the expert on your brand, your audience, and your message. Your job is to take the AI's draft and refine it, infuse it with your unique personality, and ensure its accuracy. This simple mindset shift transforms AI from a potential threat into an invaluable partner.
Spot the Robot: How to Avoid AI-Generated Phrases
One of the biggest red flags of AI content is the overuse of certain words and phrases. While powerful, AI models are trained on vast amounts of internet data and tend to gravitate toward common, often generic, language. Be on the lookout for words that scream "AI-generated":
Overused Buzzwords: Unlock, Master, Boost, Elevate, Game Changer, Empower
Common Phrases: "In the fast-paced world of...", "Dive into...", "Navigate the complex landscape of..."
Stylistic Quirks: An abundance of em dashes (—), repetitive sentence structures, or overly formal language.
When you spot these, swap them out for words that feel more natural to you and your brand. The goal isn't to ban these words entirely, but to use them thoughtfully and ensure your content sounds like it was written by a human—specifically, you.
Prompt Like a Pro: The Art of Giving Great Instructions
The quality of your AI's output is directly tied to the quality of your input. A vague prompt will yield a generic result that doesn’t connect with your audience. To get content that matches your brand voice from the start, you need to write detailed prompts that include:
The Goal: What are you trying to create? (e.g., "Write three subject line options...")
The Audience: Who are you talking to? (e.g., "...for my audience of new yoga students who are anxious about their first class.")
The Tone: What should it sound like? (e.g., "Use a friendly, encouraging, and calm tone.")
The Rules: Are there any constraints? (e.g., "Keep subject lines under 40 characters and avoid using emojis.")
A Pro-Tip: End your prompt with, "Ask me any questions you have to improve the result." This encourages the AI to seek clarification, leading to a much better final product.
AI is a great way to save time and spark creativity. By viewing it as an assistant, focusing on your role as an editor, and mastering the art of the prompt, you can create high-quality marketing content efficiently without ever sacrificing the authentic human connection that makes your brand unique. Ready to get started? Try using AI to brainstorm your next five social media posts—you might be surprised at what your new assistant can do!
Check out the full discussion on-demand here: How to Use AI Without Sounding Like a Machine.
