It's Not Your Job to Convince Clients That You're Better Than AI
You know, it’s a bit like learning to drive a stick shift. At first, you’re hyper-focused on every single gear change, terrified of stalling, maybe even wondering if automatic wouldn't just be easier.
Lately, with all the buzz around AI, I see writers feeling that same kind of pressure – this need to constantly explain why they, the manual transmission, are better than the automatic AI.
We feel like we have to list every feature, every nuance, to convince clients not to just hit the 'easy' button. But honestly, from my experience, trying to convince someone who just wants to get from A to B with minimum fuss is a waste of your fuel.
Maybe it’s not your job to convince them at all.
Understanding What the Client Actually Wants
Let’s be real here. Some businesses will choose AI. They look at it and see speed, volume, and lower costs. If that’s their main goal – just getting words out quickly and cheaply – then AI looks like the perfect fit for them.
You can talk all day about creativity, brand voice, or understanding their audience on a deeper level, but if their priority is simply maximum output for minimum input, you’re speaking a different language.
I’ve learned it’s like trying to sell a custom-built touring motorcycle to someone who just needs a scooter to zip around town. It’s not that the motorcycle isn't fantastic, it’s just that the scooter buyer has different needs and values.
They aren't looking for a cross-country experience; they need quick, local transport. Trying to convince them they need the bigger machine is frustrating for everyone. It’s not about proving you're "better" than AI; it’s about recognizing when a potential client is shopping for something fundamentally different than what you offer.
Focus on Your Human Edge
Your value as a writer, especially a ghostwriter crafting content for businesses, goes way beyond just putting words in order. Think about it:
- Expertise & Strategy: You bring experience, insights, and the ability to develop a content strategy that actually helps the business achieve its goals. That’s not just writing; that’s thinking.
- Understanding & Voice: You take the time to truly understand an audience you're not part of, adopting a specific brand voice, and communicating complex ideas clearly. I see this with the writers I manage – the good ones really dig in to get the client's world.
- The Human Touch: You conduct research, maybe interview people, and use critical thinking. You have an intuition for tone and flow that AI, which works on patterns, often misses. You connect with readers on an emotional level.
The clients who need this – the ones who value strategic thinking, a unique voice that resonates, and a collaborative partner who understands their business – they will look for a human writer.
They know the difference between just filling a page and creating content that actually connects and converts. They aren't prioritizing cheap and fast; they're prioritizing right.
AI Isn't Just the Competition; It Can Be a Tool
It’s also important, I think, to shift away from seeing this as purely "us vs. them." AI doesn't have to be solely the enemy. Think of it like any other tool in your toolkit.
Could AI help you with brainstorming, outlining, or maybe even generating a very rough first draft that you then shape and refine? Absolutely.
In my experience, the smartest approach is often figuring out how new tools can help you do your real job better. If AI can handle some of the grunt work, that frees you up to focus on the high-value stuff: strategy, creative thinking, adding unique insights, and ensuring the final piece truly sings with the client’s voice and connects with their audience.
Viewing AI as a potential assistant rather than just a competitor opens up possibilities.
Stop Selling, Start Attracting
Ultimately, this isn't about winning a debate against an algorithm. It's about knowing your own value and focusing your energy where it counts.
If a potential client seems completely sold on the idea that AI is the cheapest, fastest way to get what they think they need, trying to change their mind is probably a losing battle. You'll burn yourself out.
Your energy is far better spent showcasing your unique strengths – your strategic mind, your ability to craft a compelling voice, your skill in connecting with human readers. Attract the clients who are already looking for that deep expertise and partnership.
They exist, and they value what you, as a human writer, bring to the table. Your job isn’t to prove AI is inferior; it’s to deliver exceptional value to the clients who recognize it, maybe even using AI yourself to help you do it more effectively.
It's like tuning your motorcycle for the ride you want to take, not trying to convince a scooter rider they need a different machine. Focus on your journey and finding the clients who want to ride with you.