“In a world of algorithms, hashtags, and followers, know the true importance of human connection.”
Sheesh … the AI battles have been constant on social.
“Use it or get left behind.”
“Don’t use it because it rots your brain.”
“Use it for anything / everything because it’ll add 14 hours to your day.”
“Don’t use it — or endure the watermark of shame.”
Can’t say I mind the theatrics. 😉 But everyone is missing the point.
***
TRUST.
Real humans don’t trust what we see online anymore. We’ve been trained not to. Every generic headline, photo filter, templated design, viral video, idyllic lifestyle post — years of seeing that stuff wore us down long before ChatGPT showed up.
AI just made the collapse even more obvious.
Which means our default now is:
“This was probably made by a robot. Gross.”
Regardless of whether it actually was.
***
Here’s why that matters for your business.
Your prospects are running a costly filter you can’t see. Before they ever fill out a form, book a call, even finish reading your homepage — they’re looking for proof of (human) life.
And the ones with actual money to spend and problems to solve … they’re the harshest critics because they’ve already been burned a handful of times.
The good news? The 2-part fix is pretty simple:
Make people feel confident about where they’re spending their money, and
Give them peace of mind that you actually can (and will) solve their problem.
***
A few places to start:
Clarity. If prospects need a PhD, interpreter, and thesaurus to understand what you do, that’s a fail. Rewrite everything: headline / hook / post / bio, etc. until it reads like you said it (out loud) to a friend.
Opinions. Not “results-driven strategic partner.” [ yawn 🥱 ] Take a stance on what you do better than anyone else, how you work, and who’s not a good fit for your business.
Storytelling. The client who fired you and then hired you back … or the real reason you left your job to start your own thing. AI couldn’t possibly invent those life experiences. Leverage them.
Relevance. Your “last updated” blog post shouldn’t be 2024. Websites frozen in time make your business look abandoned. A legitimate timestamp is the fastest proof that a real person is still behind the wheel.
Branding. Have the guts to be different with colors and a layout that looks like a human actually chose it. Templates automatically slot you into the robot camp now (I see you, Claude beige). Unique, professional design instantly raises your credibility as someone who cares about their business.
***
Earlier this year, you might have been competing with AI.
Now, you’re competing with the assumption of AI.
[ Sigh ]
It’s a heck of a lot to keep up with, so here’s my tip … just BE human. And work with other human experts to get the job done right.
Not sure if your website passes the trust test?
Run it through our Website Trust Index and get your scores in five categories, plus three things to change (today) for the biggest impact.
***
Make it a great week! 🙌
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