12 Aug The #1 Marketing Advantage AI Can’t Steal From You

Posted at 06:18h in AI, Business, DARETOGROW LIVE, LIVE TALKS, Marketing, Online marketing, Podcast, Video by

“In 18 months, you won’t know if that image, video or news clip is real or AI so be smart: start finding ways to show your clients just how real you are, and you’ll win more business”

If you want to stand out, make sales, and be seen as a subject matter expert (not just an educator or influencer), your marketing plan should include three types of content.

In this episode, I break down the three types of content you must create right now to build authority, show you are real in an AI-heavy world, and connect on a human level with your future clients.

By the end of this episode, you’ll know:

  • Why “thought leadership” content is your fastest route to authority, and should still form the cornerstone of your content going forward;

  • How to prove you’re real and build real trust in an AI-saturated world using ‘proof of life’ content;

  • Why raw, under-produced content can be magnetic – and how to balance it with polished brand assets; and,

  • How to use all three content types together to make new sales and grow your business.

 

 

Examples of ‘humanity markers’ to prove your real in a world of AI:

 

Live Event Clips:

  • If you run live events, be sure to film clips of those events, or take photos of those events and share that content. Even better, take roller banners along or create a vox pop station and make it easy for guests to share content from the event too. This also works for breakout sessions, panel discussions, or networking moments.
  • Be sure to capture ambient sounds, like real audience reactions, laughter, and questions to make it unmistakably real.

 

Behind-the-Scenes Set-Up Footage:

  • Show you prepping a venue, testing the mic, shuffling notes, adjusting slides.
  • Capture imperfect, candid moments that AI would never naturally create. Sometimes we leave in mistakes I make, or add outtakes to show it’s real footage.

 

Off-the-Cuff Client Reactions:

  • Don’t cut off quick clips of client breakthroughs, laughter, or feedback in the moment. I think Gary Vee does this so well when he films Q&As with real people in front of his event branding.
  • Natural pauses, interruptions, and emotion are all human markers that are okay to stay in content. If you watch carefully, you’ll see me leave these things in my videos to prove it’s real.

 

In-Transit Content:

  • Filming on trains, in cars (parked, of course!), walking to a venue, or passing through a city helps to give context and shows you’re a human in motion.
  • The unpredictability of background noise, weather, and movement makes it all the more human.

 

Collaborations with Other Humans:

  • Filmed discussions, podcast guest appearances, or Q&A panels with visible, present people are another great humanity marker. This one helps to increase reach and put you in front of new audiences too!
  • Overlapping voices and natural banter show you’re in a real interaction.

 

Handwritten Notes or Whiteboard Sketches:

  • A shot of your scribbles mid-brainstorm, or early drafts of your work show you’re real too, and that you created the content. I LOVE Taylor Swift’s handwritten notes on her album covers. Part of me even just likes seeing ‘her’ handwriting.
  • Imperfect handwriting, crossing out, and half-finished ideas all show real authenticity, as do grainy / imperfect photos – don’t be too polished!

 

Audience or Group Participation Moments:

  • Clips of you asking questions to a group and getting unscripted answers.
  • AI can fake voices, but group dynamics and authentic audience energy are harder to replicate.

 

Unpolished “Walk and Talk” Videos:

  • Filmed while walking outside, grabbing coffee, or in a real-world location.
  • The shifting light, background noise, and movement are all real-world tells.

 

Celebration & Milestone Moments:

  • Candid shots from launches, signing contracts, event wrap-ups, or group high-fives.
  • Real emotions + human touch (handshakes, hugs) are very difficult to fake convincingly.

 

Everyday Context Shots:

  • Cooking at home, packing for a trip, your desk as it actually looks mid-project.
  • These small, relatable moments instantly read as human because they’re imperfect.