AI is the new kid on the block that everyone’s talking about, or perhaps, for some of us, we’re a little over talking about it. But here’s the million-dollar question: how do you get AI to write in your brand’s voice without sounding like, well, a robot?
When AI-generated content sounds too ‘AI-ish,’ it can be a real stumbling block for your brand. These days, people are becoming increasingly savvy at spotting AI-written text, with its telltale signs of overly used emoticons, American spelling, Camel Case in the headings, or even the intro-bullet points -summation layout.
When your audience recognises your content as AI-generated, it can trigger a chain reaction of negative perceptions. They might start questioning the authenticity of your brand, wondering if there’s a real person behind the curtain at all. This scepticism can erode trust faster than you can say ‘language model,’ potentially undoing years of carefully built brand relationships. It’s a bit like showing up to a casual dinner party in a tuxedo – it might be polished, but it’s jarringly out of place and makes everyone uncomfortable.
It’s crucial to infuse AI-generated content with your brand’s unique personality quirks, industry-specific insights, and that human touch that keeps your audience engaged and trusting. After all, in a world increasingly dominated by AI, genuine human connection is becoming your brand’s superpower.
At MasterJack, we’ve cracked the code and here’s the secret.
Step 1: Know thyself (and thy brand)
Before you even think about firing up that AI, you need to know your brand inside and out. The information you need to collect and have readily available is:
- The services you provide and a description of each one
- Your purpose, mission, and values
- Who your target audience is, and their pain points
Step 2: Find your archetype
Every brand has a personality, and finding yours is key. Put simply, they are human character traits used to reflect a brand. Are you the wise Sage? The playful Jester? The nurturing Caregiver? We use a handy archetype quiz to nail this down. It’s like finding your brand’s spirit animal, only less furry. There are other ones out there, but we found the results came from the four overarching groups rather than the 12 possible outcomes.
Here’s a link to our one, and if you want a copy of the results, you only need to sign up to our newsletter. 😊
Generality – build a connection
1. Everyman
2. Jester
3. Lover
Change – leave a mark
4. Hero
5. Magician
6. Rebel
Independence – seek paradise
7. Explorer
8. Sage
9. Innocent
Stability – provide structure
10. Creator
11. Caregiver
12. Ruler
Step 3: Choose your AI
Not all AIs are created equal. Most are familiar with ChatGPT, but there’s also Gemini, Copilot, Chatsonic, Poe, Perplexity, Jasper, Pi, and the list goes on. We’re fans of Claude 3.5 Sonnet, but the right choice depends on your needs. It’s like choosing between a Swiss Army knife and a chainsaw—both are tools but for very different jobs.
Step 4: Feed the beast
Here’s where the magic happens. You feed all that juicy brand info into your chosen AI. Think of it as programming your very own brand robot. The more specific you are, the better your results will be.
As a suggestion, your first prompt might be: Please write a brand persona for a business called [insert your company name here] utilising the following and attached information.
Then, copy and paste all the information you gathered at step one. You may also be able to upload documents for it to scan – these could be your LinkedIn profile, your website’s ‘about us’ page, etc.
The following prompt might be: Based on all this information, please write a basic marketing strategy.
Or: Please write a pillar and cluster strategy for our content.
Or: Please write an article on the topic [insert article topic here] using the brand persona you have created.
Step 5: Refine and polish
The AI will give you a starting point, but it’s not the finished product. This is where your human touch comes in. Tweak, adjust, and refine until it sounds just right. It’s like fitting a suit – a few alterations can make all the difference.
You might need to tell it to use English rather than American spelling or to remove a style you don’t like, such as those famous adjectives like ‘let’s embark on this journey together’.
Of course, only you will have the stories about problems, solutions, clients, lessons learned – the things that make your business unique. So make sure you include these.
Step 6: Implement and iterate
Now, you’re ready to unleash your AI-assisted content into the wild. But remember, it’s an ongoing process. Keep refining and adjusting as you go.
Remember, at the end of the day, AI is just another tool in your content creation toolkit. Use it wisely, and you’ll be churning out on-brand content faster than you can say ‘algorithm.’
Ready to give your content creation a high-tech upgrade without losing that human touch? Give us a shout at MasterJack. We’ll help you harness the power of AI to create content that’s so you, your audience will think you’ve cloned yourself.
Here’s to content that’s as unique as your fingerprint – only a lot more interesting to read!