A few years ago, I made a video about expressing personality on social media.
I’d been watching my old content and thought I talked too fast. Seemed unprofessional.
So I slowed everything down, measured my words, tried to sound like a “proper business person.”
Then someone commented: “You sound like a robot.”
On a video. About personality. On social media.
I’d stripped out everything that made me sound like me (even the Brummy accent)
And I did it to myself. No AI required.
Fast forward a few years, and everyone’s got a robot in ChatGPT, writing their social media content.
Mortgage advisors and estate agents think it’s brilliant because it speeds things up. And sure, sometimes it helps.
But here’s the thing: while you’re worried about how to use AI faster, your competitors are doing the exact same thing.
Same prompts, same generic posts, same sound.
Which means you’ve got a massive opportunity.
Not because you can create better AI content.
But because when everyone else sounds like a robot, being human is how you win.
3 Ways you can beat the ChatGPT machine and win more business online:
1. Share personal stories
Not “industry insights.” Not “market updates.” Stories from your actual life.
The delayed completion that had you up all night.
Your dog who knocked a coffee over your laptop mid-appointment.
AI can’t tell YOUR stories. Only you can.
2. Show your face more
Record a 30-second video instead of typing a caption.
Do a quick selfie-style update from your desk. Show yourself actually doing the job.
AI can generate a perfect script. It can’t be you, standing in front of your workstation, talking like a human.
3. Hyper local content
The new coffee shop that opened on the high street.
The roadworks causing chaos on the main route.
The primary school that just got an Outstanding Ofsted rating.
AI doesn’t know your town like you do. It doesn’t walk your streets. It doesn’t live there.
This is local knowledge. Local personality. Local YOU.
The lesson?
AI can help us in so many ways, but we can’t solely rely on it.
Everyone’s going to use AI. That’s fine. Let them.
While they’re all sounding the same, you’re going to sound like you.
To more personality on social media, Chris.