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 Hey Marketing Bestie, My 1 year old now knows Arsenal fight songs. My English cousin's work here is done. Successful visit. Was this email forwarded to you? Sponsored by Brand24 How may times have you heard someone say "we need to do social listening"...without defining what that means? This free worksheet gives you the real steps to make it happen. Plug in your brand, fill in what you know, and go. 10 Ways to Catch AI Writing Red Handed (A Marketer's Survival Guide)You're using AI to write faster. Good, that's the point. Nobody's got time to stare at a blank doc for an hour trying to find the perfect opening line for a product email. But, there's a real difference between using AI to draft and letting it think for you. The draft comes back clean, on brand, grammatically perfect. Great! And that's exactly the problem. Not great! It reads like it was written for everyone, which means it actually connects with NOBODY. Here's what to catch and cut before anything goes out under your name. 1️⃣. "It's not just X, it's Y""This isn't just a newsletter, it's a MOVEMENT." Cool story. Nothing is ever just 1 thing to an AI. Everything gets the dramatic double-down treatment. Real humans are allowed to just say the thing once. 2️⃣. Rule of 3 overloadFast. Easy. Scalable. Bold. Smart. Effective. AI LOVES stacking three (or more) adjectives like it's getting paid per word. It's not. You just can't tell. 3️⃣. Words you wouldn't say to a customerIf you see "delve into," "underscore," "boast," or "tapestry", that's an AI fingerprint. 4️⃣. Fragment. Then a big long sentence to explain it.See what I did there? AI does that ALL the time. It's a rhythm trick, and it works, until you notice every single paragraph does it and you start to feel like you're being emotionally manipulated by a chatbot. Because you are. 5️⃣. Relentless, exhausting positivityEverything is "exciting," "game-changing," or an "incredible opportunity." Even the boring stuff. Especially the boring stuff. Humans are allowed to be neutral. AI is contractually obligated to be thrilled. 6️⃣. Hedging on things that don't need hedging"It's important to note that results may vary." Cool, thanks, very brave stance. AI hedges by default, not because the topic is actually nuanced. 7️⃣. The fake-balanced takePresenting "both sides" of something that has an obvious answer, just to seem fair. Nobody needs 3 paragraphs on the pros AND cons of using a Slack emoji. 8️⃣. Symmetry sicknessEvery point gets exactly the same length treatment. Every section. Same structure. Same rhythm. Real writing is lumpy 9️⃣. The "Have you ever wondered..." openerOr its cousins: "In today's fast-paced world..." "What if I told you..." Nobody talks like this at a bar. Nobody should talk like this in your inbox either. 1️⃣ 0️⃣. The em dash — every — single — timeNot always guilty on its own. But when EVERY sentence has 1, that's a tell. REMOVE IT!!!!! There is no exception to this rule. I'm sorry! MEME OF THE WEEK  EVENT OF THE WEEK If you're only prompting AI, you're only getting 1 tiny part of its usefulness. Prompting gets the job done once. On August 19th, I'm talking to 2 experts about how to get your 1st Agent off the ground. W/real steps + examples + guardrails you can steal. Sign up here. See you soon!! Sponsored by Kana 70% of teams say they're running custom AI agents in production. 🎙 TUNE IN Podcast to listen to this week: How to Use Al Without Sounding Like Everyone Else, with Phil Treagus-Evans What you will learn: 🎙: Why your $50K polished campaign loses to an iPhone video of your actual team JUST FOR FUN 🤩: Brand of the week: Uniqlo Any Arsenal fans? Reply with your favorite song. Your friend, | ||||||||||
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