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 A friend of mine, Ryan Leveque, sent out

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 a newsletter recently and a reader

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 publicly accused him

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 of using AI to write it.

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 And the evidence was that he used an

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 m-dash, that little line in the middle of

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 a sentence that

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 apparently was proof of a robot.

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 Now here's the thing, I know Ryan.

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 Ryan is a New York

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 Times bestselling author.

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 He has been writing with m-dashes for

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 years, long before chat GPT existed.

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 He didn't change, but the world around

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 him changed how it reads.

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 And it raises the question so many of us

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 are quietly wrestling with right now.

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 Do we use AI to help us write or not?

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 Is it frowned upon if we do?

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 And are we cheating?

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 And are we going to get called out?

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 Or are we just being smart with our time?

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 Well today I want to

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 talk about that tension.

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 And I want to show you both sides,

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 honestly and give you the simple one-time

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 fix that lets you use AI to go from raw

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 idea to a finished piece that sounds

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 exactly like you in minutes.

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 Because the

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 bottleneck in your business has

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 top of mind for a lot of people.

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 And now there's like this

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 divide that's happening.

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 Those that use AI and swear by it and

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 those that do not and frown upon it.

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 And so the question

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 is like what is right?

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 What is wrong?

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 Well before I tell you where I land on

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 this, let me tell you a quick story

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 because this one got personal

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 for me and honestly it stung.

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 Now there's an influencer that I follow,

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 got a massive following like half a

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 million plus and he was thinking of

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 launching a membership.

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 So he sent me a DM.

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 Now this happens quite often.

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 Like I'll get DMs and messages from

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 people that have established followings.

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 I'll get messages from people that have

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 got established memberships and they just

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 want my eyes and ears on their membership

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 and just to give them some feedback.

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 And so anyway, this person was a bit of a

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 niche celebrity and one day they reached

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 out to me for help with their membership

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 and I was like oh my

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 gosh this is incredible.

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 Like I'm honored right?

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 Somebody I admire

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 asking from my perspective.

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 So they had a real question about their

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 membership and so I literally sat down

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 and I wrote them back.

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 Not just like a quick one liner but like

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 a thoughtful detailed response.

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 I actually poured time into this response

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 because I genuinely wanted to help.

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 And then I didn't hear back from them.

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 And I was like that's weird.

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 You know like I spent

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 all this time and energy.

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 They asked for my help, I give them my

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 help and I don't hear back.

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 I'm like weird what's going on?

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 So a couple weeks go by

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 then I decided to follow up.

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 And then the person just hits me with a

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 one liner that just says well I just

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 figured that that was a

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 generic chat GPT response.

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 And so they didn't engage with it.

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 And it wasn't.

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 Like I didn't use chat GPT.

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 That was literally me

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 spending time writing a response.

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 So I didn't use chat GPT or AI at all.

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 I had handwritten

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 every word of that thing.

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 And so that message it hurt because I was

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 being accused of using AI almost as

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 though I was being accused of AI making

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 me lazy that I didn't really care that I

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 didn't spend time and it

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 was a copy and paste response.

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 But it was the complete opposite.

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 I had spent a ton of time on that.

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 And so this felt like a slap in the face.

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 So after all that I began thinking like

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 you know is AI good?

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 Is it bad?

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 How are people perceiving it?

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 And even in this case like I didn't use

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 AI but now this person thinks I used AI

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 and so they didn't respond.

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 Blah blah blah blah blah.

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 Here's where I sat with it afterwards.

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 This is the world that we're in now.

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 Your own writing the stuff that you spend

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 time on can get discredited the second

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 someone thinks it's AI.

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 It was in my case I didn't use AI at all

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 but yet he didn't like it and discredited

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 it and figured it was AI.

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 Same goes with Ryan Levesque.

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 His audience was accusing him of using AI

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 because he uses an m-dash in his writing.

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 Point of the matter is

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 it's the suspicion alone.

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 is where we are in the marketplace.

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 In my case I didn't use

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 AI but it didn't matter.

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 The suspicion alone was enough.

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 And it's not just me.

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 It is happening to everyone.

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 Which brings me into today's lesson.

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 See this is exactly the world that Ryan

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 ran into with that m-dash and it's why

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 people are nervous to even touch AI.

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 In his words he said quote "readers are

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 looking for every reason to dismiss your

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 work as AI" end quote.

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 He was nervous enough that he wrote

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 himself three rules for the AI era.

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 Number one for information

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 yes for a point of view no.

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 Number two when it's one

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 human to another disclose.

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 And number three is it helping you write

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 or helping you avoid writing?

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 Those are all good rules and we'll build

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 on them in today's episode.

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 this distrust isn't imaginary.

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 Only 14% of consumers say they fully

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 trust AI generated content.

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 This was according to Neil

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 Patel and his marketing stats.

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 And the share of people who say heavy AI

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 use lowers their trust in a brand jumped

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 from 20% in 2025 to 39% in 2026.

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 And a 2026 Gardner survey found roughly

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 half of US consumers would rather buy

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 from brands that don't use generative AI

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 in their consumer facing content.

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 And here's a wild one.

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 Everybody show that even labeling

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 identical content as AI generated makes

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 people rate it less

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 useful and less trustworthy.

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 So is the concern real?

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 Yes people are skeptical and they're

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 getting better at sniffing

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 out lazy generic content.

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 And I'm not here to wave that away.

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 But this brings me to point number one.

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 The AI tell is a myth

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 and the panic is misplaced.

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 Only the M dash witch

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 hunt doesn't hold up.

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 Stanford researchers found AI detectors

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 wrongly flagged over 61% of essays

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 written by non native

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 English speakers as AI.

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 False positives in some

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 data sets run as high as 25%.

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 Now here's what that means.

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 The tools and the people

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 copying the tools are guessing.

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 We're out here accusing real humans of

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 being robots because they

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 used a punctuation mark.

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 That's not a strategy.

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 That's a vibe.

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 So here's my honest take on this.

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 When I see writing that sounds like AI,

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 all it tells me is one thing that that

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 person hasn't spent the time

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 to create their voice guide.

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 The idea itself matters far more than

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 whether it has an M dash in it.

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 And so we don't want it to

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 sound like everyone else.

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 And that's exactly the

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 problem a voice guide solves.

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 And that brings me to point number two.

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 The one time fix for all this AI slop is

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 to build a voice guide.

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 So AI sounding generic isn't AI's fault.

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 It's that you handed it a

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 blank page and no instructions.

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 AI can't sound like you until you've

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 taught it what you sounds like.

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 And that's what a voice guide does.

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 You answer a few questions

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 about how you communicate.

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 You give it some real

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 examples of your own writing.

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 And from that point on, it

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 gives AI a set of instructions.

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 So it writes in your voice, your rhythm,

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 your phrases, your nuances.

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 And this is exactly why we built a free

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 tool to make it easy for people like you

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 and me and everyone else to be able to

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 create a voice guide, AKA a set of

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 instructions so that AI doesn't sound

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 like generic AI slop.

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 It actually sounds like you.

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 By the way, you can get it for free when

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 you go to voicecloner.io.

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 like I said, you're just going to answer

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 a few questions, drop in some examples of

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 your work, and then it's going to

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 generate the instructions that let AI

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 sound like you going forward.

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 So you do the work once and then it does

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 the heavy lifting every

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 single time after that.

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 Now, here's the warning.

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 This does not mean you just copy, paste,

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 and publish because AI gets you from idea

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 to draft really quickly.

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 But you still got to go back in.

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 You got to make sure that your stories,

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 your examples, your nuances are in there.

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 So AI gets you to the rough draft.

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 You put on all the polish and the soul.

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 And that brings me to point number three.

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 Read it the present, not just the past.

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 See, the trap that people fall into is

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 they let AI pull only from the past.

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 Old internet texts, last year's ideas.

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 That's how you end up sounding

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 stale and like everyone else.

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 But what you and I want is

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 AI pulling from right now.

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 What's happening with your clients this

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 week, the campaign that you just ran or

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 the result a member just got, the thing

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 that you're testing today.

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 That requires a system to

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 capture your present thinking.

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 A place to drop ideas as they hit.

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 A habit of pulling in current research or

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 notes from real conversations.

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 Proof it works is this very podcast.

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 The reason it always has fresh ideas is

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 that it's built on what we're actually

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 doing right now in our own memberships,

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 with our clients, in our campaigns, in

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 our experiments, in our business.

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 We're always doing the work and now the

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 work becomes the content.

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 So don't outsource your thinking to AI,

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 just outsource the typing, keep the

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 thinking and keep it current.

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 Is this making sense?

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 Okay, so here's what I want to encourage

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 you to do this week.

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 Go build your voice guide.

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 It is the highest leverage 20 minutes

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 that you'll spend this month.

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 Just go to voicecloner.io.

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 As I said, it's free.

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 You're going to answer the questions,

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 give it a few samples of your writing,

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 and then you're going to see immediately

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 how fast your idea in your head can then

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 be turned into finished

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 output that sounds like you.

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 Then I want you to establish the habit.

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 Set up one simple place to capture your

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 ideas as they happen, like this week.

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 So at the end of the day, do I think that

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 you and I should be using AI? I

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 do.

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 I think AI enables you and I to be able

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 to go from idea to a rough

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 draft at incredible speeds.

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 I think the ideas themselves are more

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 important than whether

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 somebody uses an M dash or not.

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 However, we don't want to be just

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 producing generic AI slop.

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 The way that we bring it to life is that

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 we feed it stories and ideas and our

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 thoughts of what is happening right now.

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 You got to guide AI.

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 This is why the voice

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 guide is so important.

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 I want to just take a moment and I just

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 want to thank you because my friend, you

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 have been helping us be able to get this

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 show into the hands and in front of more

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 people than ever before.

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 I just want to shout out to Rachel over

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 in the UK who left an incredible review.

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 She said, "I've been a Stu fan since I

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 did his membership course in 2020.

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 It changed my life and now have a

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 fabulous online business thanks to him.

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 I'm loving the bite-sized marketing tips

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 and the conversations

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 with amazing guests.

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 Keep up the amazing work, Team Stu."

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 Rachel, that was so kind of you.

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 Thank you, my friend.

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 And PS, if you have a moment, would you

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 mind going over to iTunes and or Spotify

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 and leaving a review because they said

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 that just helps us get in front of more

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 people and it also raises the credibility

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 so we can get bigger and

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 better guests on the show.

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 All right, let's wrap up today.

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 So the AI backlash is real.

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 People are skeptical and the quote,

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 "Sounds like AI is a genuine risk."

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 But the fix isn't to fear

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 AI or to hunt for M dashes.

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 It's to teach AI your voice and you do

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 this one time with a voice guide and then

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 you want to continuously feed AI your

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 present ideas, thoughts, experiments, the

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 things that you're working

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 on, your real work right now.

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 That's what comes out and that's what

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 makes whatever you're producing sound

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 fresh and unmistakably you.

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 AI didn't take your voice.

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 You just never gave it one.

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 So do that.

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 And then the only thing people will be

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 able to tell is that it

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 sounds exactly like you.

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 All right, my friend,

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 that's a wrap for today.

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 Go out there, go