Marketing with AI

Use AI for headlines, outlines, and variations — then edit for your voice and verify every fact. The highest-return use is generating options: ten subject lines, five angles, three structures. Choosing is easier than creating, and you remain the judge. Never let AI invent claims, statistics, testimonials, or credentials. That is how a small business acquires a large legal problem. A common mistake is publishing the first draft an AI tool produces without reading it as if you were a skeptical customer. Marketing copy that sounds generic or slightly off-brand erodes trust even when nothing is factually wrong. Always read the draft out loud once before publishing; awkward phrasing is easier to catch by ear than by eye. Deciding how many options to generate before choosing is a judgment call, but ten to twelve short variations is usually enough to see real differences without wasting time scrolling past near-duplicates. Fewer than five options rarely shows you a genuinely different angle, and more than fifteen usually just repeats patterns you already saw. You can judge a good marketing draft from a bad one by checking whether it makes any claim you could not personally defend if a customer asked for proof. Any specific number, guarantee, or comparison needs to trace back to something true about your business. If you cannot point to where a claim came from, cut it before publishing, no matter how persuasive it sounds. A small gym asked for social post ideas promoting a new class and one option included a specific claim about calories burned that nobody had measured. The owner caught it during review, removed the number, and replaced it with a description of what the class actually involved. The published post performed just as well without the invented statistic, and it avoided a false claim the gym could not have backed up.

Key takeaways

• The highest-return use is generating options: ten subject lines, five angles, three structures.
• Never let AI invent claims, statistics, testimonials, or credentials.
• Option generation plays to the model's strength and keeps judgment with you.

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