78. The hidden cost of using AI to improve your marketing & messaging

So recently I worked with a business owner who had been tweaking her own course sales page using AI.

Hands up if you've been doing that previously.

You've asked chat for some feedback.

And while on paper that sounds super efficient because you get quick edits, chat turns it around pretty much instantly.

There's no waiting on anyone else to give you that feedback and the amends and the edits and the tweaks to make.

There is one big problem that goes with that process of instant gratification and instant tweaks.

The more my client kept tweaking, and kept resorting to chat, the more muddled her messaging became.

And each round of edits that she made herself, while it solved one small thing, the bigger picture and the bigger problem that she was avoiding to address got even blurrier.

So by the time she came to me, she had lost all clarity around her own messaging and she really didn't have a clear picture on what her audience needed to hear anymore.

Those bodgy patch jobs with AI eventually mean that you have no idea what you were trying to say at the beginning of that process.

And you are so far down a rabbit hole that is impossible to backtrack out of.

The problem is that tweaking feels like you're making progress because you're doing something.

But tweaking and DIY conversations with chat without a clear strategic foundation simply moves the problem around and you are never going to find the messaging, the direction, the structure, the customer journey that is going to move your customer to where they need to be to be ready to invest.

AI makes this particularly tricky now because it's faster than ever to generate a new version of something.

You know, that sales page, your website, your lead magnet, which means it's also faster than ever to drift further away from that original message and from that crystal clear picture you had at some point without realizing.

So the speed of tweaks and edits and DIY updates is huge.

actually outpacing the clarity that needs to come with it.

Every tweak is skipping reflection and an outside perspective.

That is not AI.

And that's the trap a lot of business owners are sitting with right now without realizing.

So if you're now wondering, Nadine, I've been talking to chat or Claude a lot lately doing exactly that.

DIY tweaking, getting chat to sense check my messaging.

How do I know? whether I have a problem.

So if you've made the same fix more than once, so you've asked chat or claw to take a look at your sales page and tweak the messaging more than once, but the problem is still there, the cause or the product or the offer is still not selling, that might be an indicator.

If you can't clearly explain what you do and who you do it for and why it matters, even though you've rewritten that statement a that could be an issue.