If you’re a dealer trying to speed up and expand your marketing efforts on a budget, you’ve probably turned to tools like ChatGPT or Claude. The problem? Far too many use these tools straight out of the box, leading to content that sounds stiff, overly complex and full of buzzwords. (Ugh – never use the word “buzzword”; we’ll discuss that later.)
There’s a better way to make AI work for you without losing that human touch. With a few key adjustments, you can make your AI-generated content sound engaging, authentic and uniquely yours. Let me show you how to use AI while staying true to your corporate voice and making your content stand out.
Skip the movie trailer intro
You’ve seen it a thousand times: “In today’s fast-paced world…” or “In an era of rapid technological advancement…” Sound familiar? That’s AI trying to sound profound. The problem is that no one actually talks like that. It’s like that guy at a party who tries too hard to sound smart. Sure, it might catch your attention at first, but soon it just gets exhausting.
Real people don’t need to set the scene with dramatic flair. We just dive right into the good stuff. So, let’s do that right now. Instead of padding your content with grandiose statements, start with something real, something specific, which grabs attention immediately. Think of the core message you want to convey and jump right in – your readers will appreciate the direct approach.
Avoid buzzwords that mean nothing
AI loves to sound smart by cramming in as many buzzwords as possible. “Revolutionise,” “game changing,” “disruptive innovation” … These words are all fluff. They might seem impressive at first glance, but they lack substance and fail to convey real meaning. If your writing is full of buzzwords without clarity or purpose, it’s time to refine and focus on delivering value instead.
The key here is to be specific. Instead of using vague, flashy words, talk about what you actually do and how it benefits your audience. Use concrete examples, real outcomes and plain language that everyone can understand. Buzzwords might make your content sound exciting, but authenticity and clarity are what truly resonate with readers and build trust.
Watch out for hyphen overload
AI loves adjectives, especially the kinds that come in pairs and need a hyphen to hold them together. “Human-centred,” “machine-generated,” “data-driven” – AI can’t get enough of them. Human writers tend to use adjectives sparingly because we know that less is more.
When you’re writing, try to limit the use of overly complex, hyphenated adjectives. Focus instead on choosing clear, powerful nouns and verbs that convey your message directly. Simple language is almost always more effective and helps ensure that your readers don’t get bogged down in unnecessary jargon or overloaded descriptions.
Simplify complex sentences
Have you ever read a sentence so long and twisted that you soon forget what the point was in the first place? That’s AI trying to show off. Instead of getting straight to the point, it piles on clause after clause, trying to sound sophisticated. AI doesn’t know when to stop. Keep it simple and get straight to the point.
Your goal should be clarity above all else. Break long sentences into shorter, more digestible pieces. Each sentence should communicate one clear idea. This makes your writing more engaging and easier for your readers to follow. Remember, sophisticated writing isn’t about using complicated language – it’s about communicating effectively.
Make transitions smooth
AI often uses clunky transition words like “moreover,” “furthermore” or “nevertheless.” Human writers transition naturally. Don’t overthink. Just flow from one idea to the next.
Instead of relying on formal transition phrases, consider how your ideas connect logically. Use natural language that reflects how people speak and let the flow of your content guide the reader seamlessly from one point to the next. This makes your writing feel conversational and keeps readers far more engaged.
Use metaphors sparingly
AI desperately wants to sound creative, so it throws in metaphors like “tapestry” or “symphony” to describe things that don’t need to be dressed up. The problem? They don’t always make sense. Use metaphors only when they truly add value and fit the context naturally. If you’re paying attention, I used a metaphor earlier, I know. I couldn’t help myself!
The key is to use metaphors thoughtfully. A well-placed metaphor can make your writing more vivid and engaging, but overusing them can make your message confusing or overly flowery.
When in doubt, keep it simple and straightforward. Use metaphors only when they add clarity or help paint a picture that enhances understanding.
End with impact, not a flag
Ever notice how AI loves to sign off with phrases like “In conclusion” or “To sum up”? It’s as if it needs to tell you, “Hey, we’re done here!” Humans don’t need to wave a flag when we’re wrapping things up. Human writers (or AI that truly writes like humans) just end with a point that sticks.
When wrapping up your writing, focus on leaving your readers with a lasting impression. Reinforce the main point in a powerful way that stays with them, rather than announcing that you’re about to end. Summarise key insights or leave readers with a thought-provoking statement. Make sure your conclusion ties everything together neatly and provides a sense of closure without being overly formal.
Create a custom GPT that gets it right
If all this sounds like a lot to manage manually, there’s a solution: a custom GPT that takes care of all these nuances automatically. At GoWest.ai, we’ve created many custom AI writers for clients that do a much better job of creating content that aligns with their corporate brand, culture and the industry they serve.
For dealers, this means having an AI trained to understand your customers, tailoring content that fits your voice and resonates with your audience every single time. With a custom GPT, you get content that is clear, on-brand, not blatantly “AI written,” and ready to connect effortlessly with your market.
Bring humanity to your AI writing
Hopefully, this article helps you understand how to better use AI for writing so that AI-generated content doesn’t sound mechanical or “Oh, so AI.” With a few tweaks, you can make it sound authentically yours. Focus on being direct, using simple language and speaking clearly to your audience. Cut out the fluff, avoid unnecessary jargon and use a custom AI GPT to communicate in a way that’s easy to understand.
At GoWest.ai, we create custom GPTs that reflect your voice, style and tone so your content feels authentic, not automated. I used a custom writing GPT (‘West Muse’) to help write this piece and ChatGPT Canvas to act as my copy editor.
Whether you want to build a custom AI writing assistant with me or roll up your sleeves and try it on your own, I’m here to help. There’s so much potential in using AI to enhance your writing, but it’s all about using it wisely. Let’s make sure your content stays as human as you are.
West McDonald is founder of GoWest.ai and a recognised expert in AI solutions, with extensive experience across various technology sectors
