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When I was writing my last email, I made the mistake of asking ChatGPT to give me PT Barnum's most braggy quotes WITHOUT explicitly noting that they must give me only quotes with a source and link to the source.
Yeah, a nice chunk of the quotes were complete made up. And oh-so-confidently presented.
That's the issue with AI. It's so confident and so well spoken, you start thinking it's a smart human being and forget it's just regurgitating patterns and following orders.
It works. It works really well a lot of the time.
But it's not for everything.
Definitely not for figuring out how to make you sound the way you want to.
What gets lost is judgment, taste, and restraint.
AI can assemble language, but it can’t tell what to leave out.
It doesn’t know which phrasing is too obvious or when restraint is doing more work than a clever "quotable" line.
That’s why brands built on templates and prompts start sounding thin. That’s also why your brand’s voice needs to be built on an intentionally designed foundation, where every sentence is a building block of your brand personality.
One of the business owners I've been chatting with recently told me, "I know what I want the brand to sound like…but somehow when I try, it falls wayyyyy flat.”
It's a common problem. Getting that “knowing” into words requires documenting it in a scientific way.
You need to know if your sentences should have 6 words or 10 words or 15 words, and why. If you should write on a 4th grade level or 8th grade level.
If you should use harsh words or gentle words, more humor or less humor or none at all.
Do you inspire and motivate, or do you comfort and soothe? Do you do dramatic build ups or get straight to the point? Do you make bold declarations, or soft suggestions?
Yes. This all needs to be planned out and articulated and documented, so the "feeling" in your brain makes it onto paper. So you don't sound totally flat, or worse, like Dr. Jekyll one day and Mr. Hyde the next.
If your brand sounds less interesting than it actually is, or like a confusing mishmash of personalities, reply with your URL and I’ll take a look.
It's fixable,
Chavy