A few weeks ago, I hosted a private webinar with over 50 MSP and IT business owners—all doing $1M+ in revenue—on leveraging LinkedIn for new clients.

The common thread? Nearly everyone was posting content, but almost no one was getting results.

Despite consistent posting content for a sustained period of time, they saw little engagement, no leads, and no sales.

The issue wasn't lack of commitment—it was a fundamental misunderstanding of what makes content effective and a lack of time, resulting in defaulting to stock AI-generated solutions that don't connect with real audiences.

As the owner of a business fueled by content, I know all too well how difficult it can be to balance efficiency of content with effectiveness.

So, I was going to write a newsletter to share my experience. But I decided I’d do you one better. And instead of tackling this myself, I’d bring in the expert I frequently call when I need messaging help: Doug, a fractional Chief Content Officer I've worked with for years behind the scenes. He's my go-to for creating high-impact messaging strategies that actually drive results.

The best part is, he agreed to not just write one newsletter, but three. So, you’ll get a masterclass for the next three weeks while Doug shows you how to create a content strategy that leverages AI without sounding robotic—one that works for busy business owners with limited time.

So, without further ado, here's my no BS content & messaging strategist, Doug.

One of the biggest boneheaded moves online these days are these AI Prompt giveaways...

For the record. I'm not ANTI-AI. I love AI. I love tech.

But when I see 5000 people a day clamoring for other people's AI prompts it just makes me cringe.

I do love a good prompt, and I've studied a few.

The reality is this...

1️⃣ When 5,000+ people use the same prompts, you get mass manufactured content with the same structure, tone and style (some with the same VOICE!).

No wonder the feeds today feel like one long toilet paper roll.

Folks, in the attention economy, blending in is the fastest way to be ignored.

2️⃣ The illusion of productivity is a phenomenal drug, man.

"Oh wow, now I can generate content fast!"

Great, at the expense of what? Originality? Strategy? Or EFFECTIVENESS?

Talk about a loss multiplier.

3️⃣ If your content can be easily replicated by someone else with the same free prompt, what's your differentiation?

The real competitive advantage isn't the prompt, or the AI spit out. It's in the perspective behind it!

AI is a multiplier, not a muse (I use AI to MULTIPLY, not to create... big difference).

Garbage in, garbage out.

4️⃣ What exactly wins? How can you get out of the noise?

Original thinking. Contrarian takes. Personality. Specificity. Storytelling. Voice.

Even if you're depending on your SDR team to source leads for you, folks are still checking your profile, your content, your company page.

They are looking for trust markers, how you're different, and if you're legit.

The goal of content is to AMPLIFY sales.

Now…

I've told you why AI generated content doesn't work the way you think it does.

Let me tell you how you can actually make AI work for you.

First, you have to be a craftsman (or hire one).

Second, you have to FEED AI what you know works.

But before you can feed it, you first need to establish topics you actually want to be known for.

This is just PHASE 1 of our 3-part journey to making AI truly work for your business (I’ve got other emails planned to be delivered to you in the coming weeks).

Next week in PHASE 2, we'll take your answers to these questions and transform them into content pillars that actually differentiate you in the market.

Then in PHASE 3, I'll show you exactly how to pick content topics and where to source them BEFORE you multiply with AI. (Hint: it's probably not what you think!)

But let's not get ahead of ourselves. 

First things first...

The quickest way to find your unique positioning is to answer these three questions:

1️⃣ What do you want people to say about you and/or your company when you're not in the room?

(This question encourages you to think about your desired positioning in terms of reputation and how your company is remembered)

2️⃣ If you and/or your company went out of business tomorrow, what would be missing in the market?

(This question forces you to think about your value prop and positioning in terms of client dependence)

3️⃣ If you could make just one claim about your company that no one else could make, what would it be?

(This helps you clarify what sets your company apart from everyone else)

You see…

There is NO way an AI prompt or Claude/ChatGPT/Grok would know the answer to these questions.

Your answers are the essential foundation for what comes next.

When you return next week for PHASE 2, I'll show you exactly how to transform these answers into distinct content pillars that make you instantly recognizable in your market. 

No more blending in with the AI masses!