Who wrote that? Does your writing sound like YOU?

“I’m sorry, Dave. I’m afraid I can’t do that.”

- HAL 9000, 2001: A Space Odyssey

“EXTERMINATE!”

- A Dalek, Doctor Who

Remember these robots?

HAL 900 is calculating and so creepily calm. The Daleks are terrifyingly shouty and repetitive.

Both voices are echoed in much of today’s AI-generated copywriting. It’s everywhere. LinkedIn, blogs, CVs, and ultra-processed news. Especially LinkedIn.

It’s easy to type a prompt into ChatGPT. You’ll get something back in seconds. But what you get lacks personality. It’s formulaic. There’s no humour, emotion, or warmth.

Does it sound like you? I guarantee it won’t.

I don’t think AI is necessarily ruining writing. But it’s changing it. A major risk is that your voice and brand will sink in the noise of metallic, soulless, sterile writing. Like the Terminator when he fell in a vat of lava.

Here’s some ways to spot it and tips on how to use your real voice instead.

Is it too polished, too perfect? Too Stepford Wife?

AI avoids contractions, humour, and sarcasm. It never strays from the subject in hand. It’s really, really tidy and sounds like it's trying too hard to please everyone.

There’s literally no rage in the machine.

To show you’re human you need to show your personality. Humour, frustration, sarcasm, sadness. A bit of slang, an unexpected metaphor, or a joke is what will make people remember your writing.

It’s not about ME!

AI generates content based on patterns and data, but it can never tap into my experiences. And neither can it capture yours.

Your failures, lessons, ideas, and traits are something only you can write about. Whether it's a story from your career, a personal challenge you've overcome, or an observation that only you could make, those unique experiences are what will set your writing apart.

It’s the human element that AI will never capture.

Read my blog about why you should always write for your reader.

Similarly, AI can’t quite join the dots…

AI can generate a metaphor or analogy here and there. But can it connect ideas in a creative way? I don’t think so.

For example, my childhood nightmares involving HAL 9000 and Daleks are what inspired me to include them in this blog. That kind of emotional connection (or fear in this case) and creativity is something AI can’t replicate.

So, make sure your creativity and personal touch shine through in your writing.

It’s a cliché but…

AI seems to like clichés phrases like ‘here’s the thing’, ‘here’s the kicker’, ‘here’s the catch’, ‘the result?’, and ‘let’s dive in’.

I’ve seen them used occasionally in the past, but they’re everywhere now. At first, they might sound harmless, but when overused, they become boring, dull, and dusty. And so irritating. I’ve even written about this before.

Try writing as if you're talking to a friend or colleague instead. Read it out loud to see if it sounds natural.

I bet you wouldn’t actually say ‘move the needle’, ‘game changer’ or ‘paradigm shift’ in a normal conversation.

If it doesn’t flow when you speak it, it won’t flow when you read it.

Read my blog about why reading your writing out loud is a great habit.

Redundancy. Repetition. I repeat. Redundancy. Repetition

AI makes a point. Then makes it again. And again. And maybe another for good measure.

Trust your reader to get it the first time and make your point just the once. Then move on. Or use different ways to express the same idea. Use examples, metaphors, or a shift in tone to keep your writing interesting without sounding like a broken record.

Its rhythm gives me the blues

AI struggles with pacing. Paragraphs tend to be perfectly balanced with each one a similar length. It feels mechanical.

While the average sentence should be around 15 to 20 words, varying the length will give writing more energy and flow.

So, jazz up your writing. Throw in shorter, punchier sentences alongside longer, more descriptive ones. It’ll keep things interesting.

That’s nice, not

AI is informative and gives you facts. (Although do check as it can make mistakes).

But it won’t challenge, persuade, or connect. It won’t ask questions. It doesn’t show curiosity. It doesn’t try to make you feel something.

If you want your writing to be memorable, you’ve got to actually talk to your readers. Ask questions. Start a conversation. Make it feel like you’re speaking directly to them, not just spitting out words. Cos that’s definitely not nice!

The Americanisation of everything

AI often defaults to US spelling. Watch for sneaky Zs and missing Us. Organize, color, center. Make sure you set your spellcheck to the correct version of English.

Erm, the overuse of the Em Dash (—)

AI is in love with the em dash—and I bloody hate it. It disrupts the flow, making sentences feel like they’re constantly being interrupted and disjointed.

Use it sparingly. Mix in commas, full stops and other punctuation to keep your writing smooth and readable. Or just don’t use it at all.

If you want your writing to sound like you, step away from the robot!

If copywriting were just about putting words together, anyone with a keyboard could do it. But it’s not. It’s about persuading, storytelling, and connecting and that’s what makes it different.

You need to let your voice do the talking if you want writing to sound like you.

After all, you’re not HAL. And you’re not a Dalek!

You’re human. Write like it.

If you don’t have the time, or you need a professional touch, see how my ghostwriting services can bring your voice to life.

Need help with your content or crafting messages? Whether it's polishing existing copy or writing something new, do get in touch. I’d love to help!