AI can create your content, but it hasn't spent the last 15 years doing your job. Anyone can get something written that sounds like they know what they're talking about in seconds by writing a good prompt. What I wanna know is whether they actually do, and that's where your experience, your personality, and your ability to explain things become really, really important.
Think about your own business for a second. You're an accountant, an HR consultant, a finance broker, an IT specialist, whatever it is. You probably answer questions every day. A client asks something and you immediately know which questions to ask back. That comes from doing the work. If someone stopped you halfway through and said, "Why?"
If they said, "Give me an example," would you have one? I can tell someone, "Well, the AI wrote that bit," if it turns out to be rubbish, and the same applies to you. You need to understand and stand behind what you actually publish, what you put out there
Now, AI can create your content, but it hasn't spent the last 15 years doing your job. It hasn't sat across from your clients, dealt with the problems you've dealt with, or had to explain why someone that looks good on paper is a terrible idea in practice. You have. And I think that's a distinction that matters more now, 'cause producing something that sounds professional has become incredibly easy.
You can get a blog, a LinkedIn post, or a whole series of emails written in minutes. And look, I do it too. I use AI to help with my content. Everyone does. To work through ideas, to ask better questions, to help organize what I'm trying to say. I'm doing exactly what a lot of business owners are doing. But it's changed the way I look at other people's content.
These days I can read a really well-written article and think, "Okay, but how much does this actually tell me about the person whose name is on it?" Because anyone can get something written that sounds like they know what they're talking about in seconds by writing a good prompt. What I wanna know is whether they actually do, and that's where your experience, your personality, and your ability to explain things become really, really important.
Think about your own business for a second. If you're an accountant, an HR consultant, a finance broker, an IT specialist, whatever it is,
you probably answer questions every day that you barely think about anymore. You probably answer questions every day that you barely even think about anymore. A client asks something and you immediately know which questions to ask back. You know where people get confused. You know which detail they've left out, and that could change y- your answer completely.
That comes from doing the work, and quite often, that's the most useful part of what you know. It's the bit where you say, "Hang on. Before you do that, there's something else you need to know or something else you need to look at." That's the stuff I wanna hear in your content, because that helps me understand what I'm getting when I work with you.
Now, AI can absolutely help you explain that. It can suggest an angle you hadn't even considered. It can help you make something much clearer and sound better. It can challenge an idea or ask a question that takes you somewhere useful. I get a lot of value out of that, but it needs something from you. If your entire input is, "Write me a blog about why businesses need an HR consultant," how much of your actual experience have you given it?
Very little, if none. You might get something perfectly readable back, but could we put another HR consultancy's name at the top and publish exactly the same thing? If we could, then we probably haven't done enough to show why someone should choose you. That's the test. What have you put into this that helps someone understand your approach?
Let me explain how I use it. Sometimes I start with a rough idea. Sometimes it's something a client has said. Sometimes I know what I mean, but I'm struggling to explain it properly, so I talk it through. I give it the background, explain what I'm trying to say, get it to ask me questions. It comes back with something and I react to it.
"That bit's right. No, that's not what I meant. I wouldn't say that. Have you thought about this angle? Actually, there's a better example you should use." And we go backwards and forwards. The idea develops slowly. That's usually where I get the best result. In my experience, the strongest ideas often start with an observation I've brought into the conversation with AI.
Then working through it helps me make more of it. Sometimes it gives me a useful angle as well. But I'm still making the call. Does this make sense? Do I agree with it? Would I actually say that to a client? Can I explain it if somebody asked me a follow-up question? Because once it goes out under my name, I'm responsible for it.
I can tell someone, "Well, the AI wrote that bit," if it turns out to be rubbish, and the same applies to you. You need to understand and stand behind what you actually publish, what you put out there. Which brings me to why I think video and audio have such an important role here. Personally polished writing on its own carries far less weight with me than it used to.
That doesn't mean I've stopped reading. It doesn't mean blogs are pointless. You might be reading the article that goes with this episode, and that's completely fine. But when I can also watch or listen to someone explain their thinking, I've got far more to go on. I can hear how they communicate. Do they make something complicated understandable?
Do they explain why they've reached a particular conclusion? Do they actually recognise when the answer depends on a situation? And just as importantly, do I feel comfortable with them? Do I like them? Could I ask this person a question without feeling like an idiot? Could we have a proper conversation, or would I find myself uncomfortable in their presence?
Would I actually wanna work with them? That's the stuff that matters when you're buying a service. You're often choosing someone you'll be dealing with regularly, someone you need to trust with a- an important problem or an important decision. Their personality is definitely part of the decision. You know you can feel energy through a screen or through a voice.
Plenty of my clients work with me because they like me, they trust me, they're comfortable talking to me. So it makes sense to give people a chance to experience some of that before we even meet. Now, putting a camera in front of someone doesn't automatically make what they're saying useful or true. I mean, you can still read a generic script to camera just as easily as you can publish a generic article, and you can use AI to help you write a good script.
It helped me write this one. There's nothing wrong with that. The question is whether the substance reflects what you know and believe. If someone stopped you halfway through and said, "Why?" could you explain it? If they said, "Give me an example," would you have one? That's where a proper conversation can be incredibly useful.
You make a point, someone asks you what you mean. You explain it another way. Then you remember something that happened with a client or a mistake you kept seeing, and suddenly you're into the detail that makes the whole thing worthwhile. That's why podcasts cut through. It's often the material you never think to put into a prompt because to you, it's just part of the job.
Let's take a simple example. All right, let's imagine a, um, an IT specialist talking about making backups. They could publish a short piece saying businesses should back up their data and the reasons for it. Fine, sensible advice. But then ask them, "What would you want to check before you trusted a business backup process?"
Now, they might start talking about whether anyone has actually tested restoring the data, what needs to come back first, how long the business could manage without access, and what the business owner assumes is covered that might need checking. Those are all very useful things to explain. They show h- how that person approaches the problem.
AI might suggest some of those questions too. Great! Use them. Then get the specialist to explain what they would check and why. That's where the content starts giving someone a reason to have a conversation with that particular business. So if you're wondering how to use AI without losing yourself in the process, start with something real, a question you answered this week, an objection that just keeps coming up over and over, something people regularly misunderstand about your service, how you do it, why you do it.
Explain your answer in your own words. Talk it out if, if it-- that's easier than typing. Then use AI to help you work through it. Ask what needs explaining more clearly. Ask what a potential client might still be confused about. Ask it to challenge your reasoning, and check what comes back. Keep the useful bits, correct the mistakes, take out the language you'd never use, get rid of the rest Then, where it makes sense, let people hear you explain it.
That gives you useful material to work with across all three formats. Someone can watch the video and get a feel for you. They can listen to the conversation when it suits them, most likely in a car. "Here, chuck this on. Have a listen when you get 10 minutes." Or they can read an article that makes the main points easy to find and come back to, which also doubles as SEO on your website.
The written version still has a job. It just needs to contain something worth reading. And this is a big part of what I look at when using the PodPro Content Engine. We use AI to help identify and organize useful topics and questions. Then we bring the person with the knowledge into the conversation. We get into things their clients actually ask about, the concerns they hear, the explanations they have to give over and over.
We record that properly and turn the substance into video, audio, and articles, and other supporting content. Your experience gives us the material. Your personality gives people a sense of who they're actually dealing with, and the production helps it a- make it available in a form they can actually use.
So keep using AI. I certainly am going to. It's there to help you develop your ideas, make your explanations clearer, and get more from what you know. But give it something of yours to work with, because professional-sounding words are easy to come by now. They're, they're, they're a dime a dozen. Your clients need a reason to choose the person behind them.
And if you'd like help getting your knowledge out of your head and into content people can watch, listen, and read, have a look at the PodPro Content Engine. Get in touch with me, Adam. We can talk about the questions your clients are already asking, and how we could turn your answers into something really useful that turns into paying clients or helps the ones you've already got.
AI can help you say it. Give people a chance to hear why you're worth listening to. My name's Adam. I'm from PodPro Australia. Thanks for listening, and I'd love to have a chat with you about your content. See you on the next episode
Think about your own business for a second. You're an accountant, an HR consultant, a finance broker, an IT specialist, whatever it is. You probably answer questions every day. A client asks something and you immediately know which questions to ask back. That comes from doing the work. If someone stopped you halfway through and said, "Why?"
If they said, "Give me an example," would you have one? I can tell someone, "Well, the AI wrote that bit," if it turns out to be rubbish, and the same applies to you. You need to understand and stand behind what you actually publish, what you put out there
Now, AI can create your content, but it hasn't spent the last 15 years doing your job. It hasn't sat across from your clients, dealt with the problems you've dealt with, or had to explain why someone that looks good on paper is a terrible idea in practice. You have. And I think that's a distinction that matters more now, 'cause producing something that sounds professional has become incredibly easy.
You can get a blog, a LinkedIn post, or a whole series of emails written in minutes. And look, I do it too. I use AI to help with my content. Everyone does. To work through ideas, to ask better questions, to help organize what I'm trying to say. I'm doing exactly what a lot of business owners are doing. But it's changed the way I look at other people's content.
These days I can read a really well-written article and think, "Okay, but how much does this actually tell me about the person whose name is on it?" Because anyone can get something written that sounds like they know what they're talking about in seconds by writing a good prompt. What I wanna know is whether they actually do, and that's where your experience, your personality, and your ability to explain things become really, really important.
Think about your own business for a second. If you're an accountant, an HR consultant, a finance broker, an IT specialist, whatever it is,
you probably answer questions every day that you barely think about anymore. You probably answer questions every day that you barely even think about anymore. A client asks something and you immediately know which questions to ask back. You know where people get confused. You know which detail they've left out, and that could change y- your answer completely.
That comes from doing the work, and quite often, that's the most useful part of what you know. It's the bit where you say, "Hang on. Before you do that, there's something else you need to know or something else you need to look at." That's the stuff I wanna hear in your content, because that helps me understand what I'm getting when I work with you.
Now, AI can absolutely help you explain that. It can suggest an angle you hadn't even considered. It can help you make something much clearer and sound better. It can challenge an idea or ask a question that takes you somewhere useful. I get a lot of value out of that, but it needs something from you. If your entire input is, "Write me a blog about why businesses need an HR consultant," how much of your actual experience have you given it?
Very little, if none. You might get something perfectly readable back, but could we put another HR consultancy's name at the top and publish exactly the same thing? If we could, then we probably haven't done enough to show why someone should choose you. That's the test. What have you put into this that helps someone understand your approach?
Let me explain how I use it. Sometimes I start with a rough idea. Sometimes it's something a client has said. Sometimes I know what I mean, but I'm struggling to explain it properly, so I talk it through. I give it the background, explain what I'm trying to say, get it to ask me questions. It comes back with something and I react to it.
"That bit's right. No, that's not what I meant. I wouldn't say that. Have you thought about this angle? Actually, there's a better example you should use." And we go backwards and forwards. The idea develops slowly. That's usually where I get the best result. In my experience, the strongest ideas often start with an observation I've brought into the conversation with AI.
Then working through it helps me make more of it. Sometimes it gives me a useful angle as well. But I'm still making the call. Does this make sense? Do I agree with it? Would I actually say that to a client? Can I explain it if somebody asked me a follow-up question? Because once it goes out under my name, I'm responsible for it.
I can tell someone, "Well, the AI wrote that bit," if it turns out to be rubbish, and the same applies to you. You need to understand and stand behind what you actually publish, what you put out there. Which brings me to why I think video and audio have such an important role here. Personally polished writing on its own carries far less weight with me than it used to.
That doesn't mean I've stopped reading. It doesn't mean blogs are pointless. You might be reading the article that goes with this episode, and that's completely fine. But when I can also watch or listen to someone explain their thinking, I've got far more to go on. I can hear how they communicate. Do they make something complicated understandable?
Do they explain why they've reached a particular conclusion? Do they actually recognise when the answer depends on a situation? And just as importantly, do I feel comfortable with them? Do I like them? Could I ask this person a question without feeling like an idiot? Could we have a proper conversation, or would I find myself uncomfortable in their presence?
Would I actually wanna work with them? That's the stuff that matters when you're buying a service. You're often choosing someone you'll be dealing with regularly, someone you need to trust with a- an important problem or an important decision. Their personality is definitely part of the decision. You know you can feel energy through a screen or through a voice.
Plenty of my clients work with me because they like me, they trust me, they're comfortable talking to me. So it makes sense to give people a chance to experience some of that before we even meet. Now, putting a camera in front of someone doesn't automatically make what they're saying useful or true. I mean, you can still read a generic script to camera just as easily as you can publish a generic article, and you can use AI to help you write a good script.
It helped me write this one. There's nothing wrong with that. The question is whether the substance reflects what you know and believe. If someone stopped you halfway through and said, "Why?" could you explain it? If they said, "Give me an example," would you have one? That's where a proper conversation can be incredibly useful.
You make a point, someone asks you what you mean. You explain it another way. Then you remember something that happened with a client or a mistake you kept seeing, and suddenly you're into the detail that makes the whole thing worthwhile. That's why podcasts cut through. It's often the material you never think to put into a prompt because to you, it's just part of the job.
Let's take a simple example. All right, let's imagine a, um, an IT specialist talking about making backups. They could publish a short piece saying businesses should back up their data and the reasons for it. Fine, sensible advice. But then ask them, "What would you want to check before you trusted a business backup process?"
Now, they might start talking about whether anyone has actually tested restoring the data, what needs to come back first, how long the business could manage without access, and what the business owner assumes is covered that might need checking. Those are all very useful things to explain. They show h- how that person approaches the problem.
AI might suggest some of those questions too. Great! Use them. Then get the specialist to explain what they would check and why. That's where the content starts giving someone a reason to have a conversation with that particular business. So if you're wondering how to use AI without losing yourself in the process, start with something real, a question you answered this week, an objection that just keeps coming up over and over, something people regularly misunderstand about your service, how you do it, why you do it.
Explain your answer in your own words. Talk it out if, if it-- that's easier than typing. Then use AI to help you work through it. Ask what needs explaining more clearly. Ask what a potential client might still be confused about. Ask it to challenge your reasoning, and check what comes back. Keep the useful bits, correct the mistakes, take out the language you'd never use, get rid of the rest Then, where it makes sense, let people hear you explain it.
That gives you useful material to work with across all three formats. Someone can watch the video and get a feel for you. They can listen to the conversation when it suits them, most likely in a car. "Here, chuck this on. Have a listen when you get 10 minutes." Or they can read an article that makes the main points easy to find and come back to, which also doubles as SEO on your website.
The written version still has a job. It just needs to contain something worth reading. And this is a big part of what I look at when using the PodPro Content Engine. We use AI to help identify and organize useful topics and questions. Then we bring the person with the knowledge into the conversation. We get into things their clients actually ask about, the concerns they hear, the explanations they have to give over and over.
We record that properly and turn the substance into video, audio, and articles, and other supporting content. Your experience gives us the material. Your personality gives people a sense of who they're actually dealing with, and the production helps it a- make it available in a form they can actually use.
So keep using AI. I certainly am going to. It's there to help you develop your ideas, make your explanations clearer, and get more from what you know. But give it something of yours to work with, because professional-sounding words are easy to come by now. They're, they're, they're a dime a dozen. Your clients need a reason to choose the person behind them.
And if you'd like help getting your knowledge out of your head and into content people can watch, listen, and read, have a look at the PodPro Content Engine. Get in touch with me, Adam. We can talk about the questions your clients are already asking, and how we could turn your answers into something really useful that turns into paying clients or helps the ones you've already got.
AI can help you say it. Give people a chance to hear why you're worth listening to. My name's Adam. I'm from PodPro Australia. Thanks for listening, and I'd love to have a chat with you about your content. See you on the next episode
