Break Some Rules If You Want to Stay Authentic
The other day, I started writing a LinkedIn post that was a little more personal and a little less focused on work.
I wasn’t totally sure how well it would be received or perform, so before posting it, I did what so many of us do now: I asked AI for its opinion.
Gemini told me it was a “fantastic post” – and then gave me some suggestions on how to make it even better.
And the tips it gave me?
AI’s proposed rewrite completely stripped away my voice, broke up the flow of the sentences, and sterilized the emotional impact of what I wrote.
The recommendations followed all of the rules of what makes “good” digital marketing content, but would have completely neutered the post.
The Rules Matter, But Authenticity Matters More
We know that people don’t read online – they scan. So if you want good-looking content, you should use short sentences, break up items into bullet points, and properly use headers and sub-headers.
This is all true. We’ve been talking about for years.
AI, with its ability to create cheap and fast content, follows the rules pretty darn well. The content it creates is optimized according to best practices, and rarely makes mistakes or breaks the rules.
And that’s why we are all so turned off by it.
It’s obvious when you’re reading an AI-generated social media post, email, or blog. It’s too organized – it’s too structured – there are too few typos. It lacks a voice. It lacks the humanity and the authenticity that we want to connect with.
We can’t always tell what images or videos are real anymore, but we can sniff out a lack of authenticity in the people and brands we know well. That’s why authenticity is the ultimate connection point with your community – they trust you and your organization because they know who you are and what you stand for.
Breaking the Rules Shows Your Humanity
With apologies to my English and Journalism teachers, I’m here to tell you that it’s okay to make mistakes. And in some cases, there’s actually value in it.
When I see a typo in a social media post, I know an actual person wrote it.
When I see a run-on sentence that weaves through the author’s thought process, I know an actual person wrote it.
And when I see multiple sentences starting with the word “and”, I know an actual person wrote it.
Look, there’s obviously a difference between making mistakes in your brand-driven content, like your social media, and the authoritative, thought leadership content your organization makes. You should strive for perfection any time you are creating content that affects someone’s health, family, or livelihood. Don’t intentionally make mistakes just to show someone that there’s a real person writing your digital marketing or web content.
But embrace the fact that your content isn’t going to be perfect, and that the “flaws” that make it human add value.
They make you authentic.
What Voice Do People Hear When Reading Your Content?
We all have it – the little voice in our head that we hear when reading something online. If you’re reading this now, then hopefully you hear it in my voice (which you know from our conversations or from my many Junger Explains it All videos).
What’s the voice that your community hears when they read your social media or email newsletters?
Does it sound like a real person – someone they know?
Or does it sound like a bad Alexa or Siri voice, where the emphasis never seems to be on all the right syllables?
Obviously, you want it to be the former. You want them to hear the voice of your brand, with all of its intricacies and unique characteristics.
That’s your authentic voice. And if you’re like most of us, it’s not perfect. You make mistakes. You have a certain way of speaking and communicating. You say things like “Now look here” or “Actually” or “Anyway” too often.
Making mistakes is what makes us human. Breaking some rules or ignoring some best practices to fit your voice and your brand makes you authentic.
So in an age of AI slop, worry less about being perfect – and spend more time being you.
