Cut the “fluff”

In a world of AI, originality is non-negotiable.

Author

Michele Kasl
August 04, 2025

In partnership with

"Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep."

Scott Adams


I had a fight with ChatGPT on Friday.

Actually, we’ve been having quite a few spats lately. [ Time for counseling, I suppose. ]

And really, all of it could be avoided if it just listened to me and stopped using one word in our conversations …

Fluff. 🤬

Sorry, but unless you are describing a pet or stuffed animal, I really dislike it in business communication.

And my robot friend LOVES to irritate me with it. Constantly.

“How about this no-fluff guide to …”
“No fluff. No pretense.”
“Fluff-free business advice …”

[ As an aside, if it starts using the word “moist” (in any capacity), I’m out. 😆 ]

I know. It’s petty. But give some thought to the last time you used “fluff” in a legitimate business conversation with an actual human.

Probably … ummm … never?

Look, I’m not knocking AI. I use it every single day in my business.

It’s just an example of how everyone is starting to sound way too similar.

***

But this post isn’t just about my word issues.

It’s about the critical importance of original ideas. Creativity. Credibility. Empathy and understanding. Legitimacy.

“Fluff” is just the symptom of a much bigger problem in 2025.

Disconnection.

If your audience doesn’t hear your actual human voice (messy thoughts, relatable stories, prickly opinions) … they won’t remember you at all.

And if they don’t remember you, they won’t buy from you.

Period.

In a world where bots crank out 500 meaningless words in 30 seconds, you better make sure your message says something memorable.

Here’s a couple quick tips to get you out of AI-mode:

  1. Use your talking voice.
    If you wouldn’t say it to a friend over coffee, don’t put it in your content. Read your copy out loud. That’s a quick way to tell if it’s relatable.

  2. Be opinionated.
    People don’t connect with fence-sitters. Take a stand, even on the small things. [ Like a business-ban on the word “fluff”, for example. 😝 ]

  3. Add personality.
    Talk about your favorite TV shows. Share a hobby or talent your audience wouldn’t expect. Human moments build trust.

  4. Paint a picture.
    Generic phrases like, “take it to the next level” or “unlock your potential” are bland, empty calories. Try to paint a picture of exactly what your reader will do, feel, think or achieve.

I’m not anti-AI.

I’m just very pro-originality.

The kind that makes people nod, laugh, wrinkle their nose, or even do a “did she really just say that?” double-take.

Sorry, but no amount of “fluff” can ever do that.

 

Power Prompt

AI is a powerful tool, but it can’t sound like you unless you teach it. This prompt helps you rewrite content with more personality, clarity, and originality. Use it to punch up blogs, emails, or website copy that feels too bland or robotic.


PASTE THIS AI PROMPT:

You are an expert copywriter known for creating original, human-sounding content. Your tone is conversational, relatable, and a little quirky. No corporate jargon.

Take the following content and rewrite it to sound more like a real conversation:

  • Use contractions and everyday language

  • Add a relatable example or playful analogy

  • Replace generic phrases with specific, visual details

  • If the message lacks opinion or personality, inject a fresh take for me to consider

  • Keep it concise, clear, and memorable

Here’s the content to rewrite:
[ Insert your content here ]
 

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Monday Musing

Would you permanently time-travel back to 1999?

No social media. No smartphones. No AI … Ever again.

Login or Subscribe to participate in polls.

Heads Up! The links in our “Victory Points” section are affiliate links, which means I earn a small commission if you decide to make a purchase. I only share games I genuinely love and KNOW you’ll enjoy too. Pinky promise. 😉
 

Victory Points

By: Mike Shary
( my board-game-loving, copywriter extraordinaire and mentor, Dad ❤️ )

Figment, from CMYK’s Magenta series, is a quick cooperative card game for up to 6 people that challenges how well you and your team can see and interpret color.

The mechanic is simple but mind bending.

Each round begins with one arrow card revealing which of four colors -- pink, green, blue or silver -- you will be guessing that round. One by one, five or six image cards are revealed from the deck. Together, you try to order the cards that have the least to highest amount of that color.

With each card full of squiggles, dots and random shapes, this is much easier said, than done.
 

 
Next comes strategic risk-taking: players must agree on how confident they are in their arrangement by placing confidence tokens numbered 1 to 5.

Then comes the great reveal. Deciding whether to reveal high-to-low, or low-to-high you flip the cards one by one with the actual percentage of each color shown on the back of the card.

If the group collectively placed all cards in the correct order, the group scores one point per arranged card plus the confidence bid. But get one, single card out of order … and those bids disappear, and you only score 1 point per card you got right before the order was broken.

This blending of visual perception and cooperative bidding gets the heart racing. Inevitably some turns feel effortless with your instincts nailing it. But most turns will have you second guessing what “more magenta” actually looks like on a squiggly design.

When the group gets it right, it’s a sweet validation: your flawed eyes did something beautiful together. And after the hooting and high-fives subside, you’ll inevitably want to play again and again trying to try to beat your previous score.

Figment may look minimalist, but it’s packing complex decision making, vision, trusting, and risking. It’s art meeting analytics. A reminder that in leadership and creativity, the best ideas often come from trusting instincts, and embracing those glorious, chaotic mistakes.

Make it a great week! 🙌

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