I remember the first time I outsourced some writing
to an AI. I thought, you know, this is going
to save me hours. So I typed in, write a home
page for my consulting business. And what did
you get back? I got back just the absolute worst
of the internet. Oh, no. It was text just filled
with corporate filler, all about how they were
committed to excellence in every project and
aimed to bring your dreams to life. Oh, the classic,
we are leaders in the digital landscape. It's
universally bland. And the reason we're doing
a deep dive on this today is that your experience,
it points to a surprising insight. The tool isn't
the problem. The model isn't broken. The teacher
is the problem. Precisely. If you feed it trash,
it's going to write garbage, even if it's sophisticated
garbage. We have to stop treating AI like some
random freelancer you hire off the street. And
just give it one instruction and hope for the
best. Exactly. OK, so let's look at the solution.
We are diving into a structured system that transforms
that generic AI output into unique high converting
brand copy. Our mission is to fix that robot
talk problem for good. And that fix involves
building the AI a permanent tailored brain. A
brain. Yeah. And this brain has to be built from
specific data, your business facts, the exact
language your customers use, and your actual
sales goals. So the roadmap here is pretty structured.
First, we're going to cover why default AI fails
so miserably, then the real core of this deep
dive. the three crucial data dumps you need.
Your business cheat sheet, the voice dictionary,
and what we call competitor secrets. And then
finally, we'll talk about how to actually implement
all of this by building a custom GPT. Right.
And a custom GPT, if you have the pro version
of these tools, is basically an AI worker that
permanently remembers all your brand guidelines,
so you never have to teach it again. So we have
to start with the core failure mechanism, which
is it's all about the data source. Standard AI
models are trained. on the average internet.
And if you think about what that means, millions
of corporate websites, press releases, marketing
brochures, most of that is painfully boring.
So the AI learns from the lowest common denominator,
the safest worst examples of corporate speak
online. It does. It prioritizes what it calls
coherence, so it outputs the safe average. That's
point one. The safe answer is the kiss of death
for sales. Right. If you ask it to be professional,
it just gives you the most generic, least offensive
text you can imagine. That's the key mental trap
right there, isn't it? We think professional
means avoiding risk, but avoiding risk just means
you sound exactly like everyone else. You don't
want to be average. You want your unique difference
to shine. And that leads right to point two.
The AI doesn't know how to sell. It thinks its
job is just to describe features. You know, it
lists what you do or what you sell. But selling
is emotional. It is. It's a story. Good copy
focuses on the customer's pain points, not your
feature list, and then it leads them to a clear
call to action. It sounds like the default AI
is great at writing a dictionary entry, but it's
terrible at writing a compelling movie trailer.
That is a perfect analogy, yeah. Without specific
training, it just fills the page with facts that
don't connect emotionally. And then there's point
three, the danger that just fundamentally destroys
trust. Hallucinations. The fact invention machine.
Yes. If you don't provide the foundational facts,
the AI will just constantly invent details to
finish the text. I've seen a local mechanic claiming
to use NASA -grade technology or a new boutique
that opened last year claiming it has 20 years
of experience serving the community. That's catastrophic.
If a customer catches even one invented lie like
that, their trust is gone. They balance probably
forever. You can't recover. No, you can't. The
real danger is that the AI prioritizes sounding
complete over sounding true. OK, so let's unpack
this. Is the main danger of that default AI output
simply that it avoids the distinct language needed
for actual sales? Absolutely. It seeks safety,
and safety is invisible. So here's where it gets
really interesting. We have to become like architects,
before you ask the AI to write a single word,
you have to load its brain with these specific
data blocks. Two essential documents to start.
OK. Data dump one is the business cheat sheet.
This is your truth source, your non -negotiable
facts. This document prevents hallucinations
and gives the AI actual substance. So you're
basically stacking Lego blocks of data piece
by piece. Exactly. What are the key facts we
have to include here? I mean, the specifics must
matter. They do. You start by listing your services,
but rank them in order of profit or popularity.
Then, and this is crucial, you quantify your
why me factor. What do you mean by that? Well,
if you just say, we are fast, the AI writes,
we provide speed. Right. But if you write, We
cut the industry standard 10 -week turnaround
down to five days. Now the AI can write compelling
copy about speed. You have to quantify your difference.
So we need raw, specific metrics, not these fluffy
claims. Exactly. Then you add the boring details,
guarantees, hours, pricing, what's in the package,
and finally, a profile of your ideal client,
their fears, their demographics, their assumptions
about your industry. This cheat sheet stops the
AI from ever having to guess or invent Okay,
that covers the facts, but facts don't sell themselves.
We need to talk about that missing ingredient,
data dump 2. This feels like the secret weapon
here, the voice of the customer. This is where
most businesses just fail. They use corporate
jargon like comprehensive solutions or synergistic
partnership. But customers don't speak like that.
Never. They speak emotionally. You're talking
to their friends and they're saying things like,
I just want white teeth without any pain, or
I felt totally ripped off by the last company.
That raw language is what cuts through the blandness.
Yes. Your business might... say, we offer optimized
payment pathways, but your customer says, I hate
surprise fees. And if your website uses the business
word, you lose that emotional connection instantly.
So how do we capture that genuine voice? Where
do we find that slang? You can use a simple deep
research prompt on the AI. Have it scrape forums,
Reddit, Quora, review sites, Facebook groups.
Ask it to find, say, a 15 to 20 direct anonymous
quotes from real people in your industry. And
we're looking for three categories of feedback,
right? Yes. The three key emotional zones. The
struggle, which is their frustration with how
things are now. The wish, what they desperately
hope exists. And the anger, what they hated about
previous companies. And this raw output becomes
your voice dictionary. You upload this. You make
the AI read it. Whoa. I mean, just imagine having
an AI that writes your copy using the exact language
your target market uses when they're venting
their frustrations to a friend over coffee. That's
like scaling empathy. It is. It replaces your
business words with language that resonates emotionally.
It makes your pitch feel instantly familiar.
So if we connect this to the bigger picture,
why is finding and using that exact customer
slang so crucial? Because it targets their emotional
pain points, which is what actually drives purchases.
OK, so now we have the facts and we have the
voice. We need the final piece, which is structure,
a proven layout, so we can learn from the best
without stealing their words. This is Data Dump
3. competitor secrets. You use the AI to analyze
the websites of the top three national giants
in your industry. And you're looking only at
their blueprint, their layout, not their actual
copy. Exactly. You're copying the rhythm, not
the lyrics. So what structure elements should
we focus on? Look at the section order. What's
the first thing they show after the hero image?
Look at their hook structure. How quickly do
they get to the pain point? Where do they put
trust elements? Is it logos, testimonials, awards?
And then note the clarity of their call to action.
What color is the button? What does the text
say? And we save that analysis as competitor
secrets. Yeah. So this brings us to the permanent
solution, building the custom GPT. This is where
that consistency magic happens. That's right.
You upload all three files, the cheat sheet,
the voice dictionary, and the competitor secrets
into the knowledge base of your custom GPT. This
dedicated employee now knows everything and it
never forgets. But the files aren't enough. We
need rules. The crucial step is setting what
you call the golden instructions. It's not just
about telling it what to write. It's about what
it cannot say. Right. Setting these strict negative
constraints is the most critical step for preventing
that prompt drift. You have to explicitly forbid
the fluff words that trigger robot talk. The
ban list should be comprehensive. OK, give us
the list of shame. Unleash, elevate, navigate.
digital landscape, cutting edge, synergy, and
probably the worst of all, holistic. You ban
them explicitly in your instructions. So every
time the AI tries to use one, it's forced to
find a simpler, more human word. I still wrestle
with prompt drift myself. You know, if I step
away for an hour and come back, sometimes the
AI has slowly started to revert to its generic
nature. Having those permanent written negative
constraints makes all the difference. And you
enforce the tone just as strictly. The instruction
should be simple. Write like a friend talking
to a friend over coffee. So short sentences,
simple words. Yeah, that forces the humanity
back into the copy and makes it approachable.
But wait, doesn't forbidding words like cutting
edge risk making my brand sound, you know, dated?
especially if I'm in a modern industry. Not if
you replace the jargon with specific claims from
your cheat sheet. Instead of, we use cutting
edge technology, you say, we use proprietary
ceramic injection, which cures five times faster.
Specificity always beats fluff. Always, you're
forcing it toward quantifiable value. So what
is the single most critical instruction for preventing
the AI from slipping back into robot talk? Explicitly
forbidding fluff words like elevate or cutting
edge in the golden instructions. Okay, now for
the actual writing workflow. This is where people
make their biggest mistake. Never ask the AI
to write the whole website. Why not? It overwhelms
the model. The quality drops instantly. You have
to go page by page, section by section. So you'd
start with the homepage and you give it a really
structured prompt that references the data you
already uploaded. Exactly. You asked it to outline
the sections based on your competitor's secrets
analysis. Then you ask it to write the copy for
specific parts. The hero section, the problem
section, and here's the key directive. Enforce
the use of quotes from your voice dictionary
to describe the customer's pain. Ah, so that
directive forces the AI to integrate that emotional
language we collected. It links the three components.
structure from the competitors, facts from your
cheat sheet, and emotion from the voice dictionary.
Let's talk about the About Us page. That is,
historically, the most boring page on the internet.
It's usually just a chronological list of accomplishments.
It shouldn't be about your history. The About
Us page should be about the customer's future.
The story arc has to be customer -focused. How
so? It should read, we saw a problem in the industry,
and you used the voice dictionary to articulate
that problem. Then, we built a solution for you.
And here are the specific values we promise to
uphold. So the founders journey is framed as
solving to listeners problem, not celebrating
a resume. It shifts the focus from look how great
we are to we understand your frustration because
we experienced it too. The AI gets you, say,
90 percent of the way there. But that last 10
percent is the crucial human polish. You still
need that refined loop. That's the checklist.
First, you have to read the copy out loud. If
you stumble over a sentence, the sentence is
too long or too complex. It's a great litmus
test. I tried the read it out loud trick last
week, and I caught the AI calling my company
vertically aligned. I would never say that in
real life. Right. If I wouldn't say it over the
phone, it shouldn't be on the website. Precisely.
Second, you check the facts against your cheat
sheet. Did it get the price right? Did it list
the correct hours? You're the final fact checker.
And third, you add personal flair. a local reference,
an inside joke, something only a human could
add. And finally, a brief note on basic structure.
You can't be clever with navigation. There are
five core pages every service business needs.
Right. You have to have the homepage. That's
to answer three questions in five seconds. What
do you do? Who is it for? And how do I buy it?
Then you need a services page, the about page
structured around the customer, a page for social
proof, and an easy contact page. People hate
guessing, so make it obvious. Okay, let's unpack
this. What are those three essential questions
the home page must answer within five seconds?
What do you do? Who is it for? And how do I buy
it? So to summarize the core idea here, you just
can't succeed with AI writing by using generic
prompts. Effective AI requires inputting those
three specific knowledge blocks. Your non -negotiable
business facts. Your raw emotional customer language.
And a structural analysis of your top competitors.
Yes. You are the programmer. You're the architect.
The robot is only as smart as the teacher. Be
a good specific teacher and you get branded content
that sells for you 24 -7 without sounding like
every other site on the planet. So we encourage
you, right now, to start the homework. Open a
blank document, spend 15 minutes and write the
first draft of your business cheat sheet. Get
the specific data out of your head and into a
structured document. That simple act is the start
of solving the robot talk problem forever. And
this raises an important question. If defining
your brand voice requires strictly forbidding
what you cannot say, all those banned words,
how much of our own authentic voice as people
is defined by the rules and boundaries we set
for ourselves?