Axis Foundations

I use AI every single day.

So this isnt going to be one of those posts where I tell you ChatGPT is ruining content and you should never touch it again.

It can save you hours.

It can help you organise ideas.

It can help you research.

It can help you turn something in your head into something usable.

But theres a massive difference between using AI to help you create content and asking ChatGPT to create your entire personal brand for you.

And right now, its painfully obvious when coaches are doing the second one.

We can tell

You've seen the posts.

"You dont need more motivation. You need a plan."

Then comes the perfectly structured list.

The emojis.

The dramatic one-line paragraphs.

The generic advice.

Then we finish with:

"Ready to become the best version of yourself? DM me TRANSFORM today 🚀"

Nobody talks like that 😂

And the problem isnt just that it sounds a bit cringe.

It doesnt sound like you.

Instagram has also continued introducing labels and signals around AI-generated content, so trying to build an entire content strategy around pumping out obvious AI material isn't the direction I'd be taking anyway.

But even without a label, people are getting incredibly good at spotting it.

We've all consumed enough AI content now that you can almost feel when something has been generated.

Your content is supposed to build trust

This is the bit I want you to understand.

If you're an online coach, you're selling a service that requires a huge amount of trust.

Somebody is potentially going to tell you:

Their insecurities.

Their struggles.

What they dont like about themselves.

Their eating habits.

Their training history.

The things they've tried before.

Then they're going to trust you to guide them through changing some of it.

You are a massive part of the product.

They aren't just buying calories and a training programme.

They can get those from ChatGPT themselves.

They're buying your knowledge, your experience, your communication, your accountability, your personality and your ability to actually coach them.

So why would you remove all of that from your content?

AI knows information. It doesnt know what happened to you today.

This is where your best content comes from.

A conversation you had with a client this morning.

Something you noticed during check-ins.

A mistake you've made yourself.

Something you disagree with in the industry.

A question a client keeps asking you.

Something you changed inside your own training.

A lesson you've learned after years of coaching.

Your opinion on something everyone else seems to accept.

Thats the stuff ChatGPT cant manufacture authentically for you.

It can help you develop the idea.

But the idea should start with you.

Use ChatGPT as an assistant, not a replacement

This is how I want you using AI inside your content process.

You have the idea first.

Maybe you've just finished check-ins and noticed three clients struggling with the same thing.

Write it down.

Explain what you've noticed.

Explain what you think about it.

Explain what you'd tell the client.

Then use ChatGPT to help you organise those thoughts if you need it.

You could say:

"I've noticed three clients this week are trying to compensate for eating more at the weekend by massively restricting on Monday. I want to create a post explaining why I think this keeps people trapped in the same cycle. Help me organise my thoughts into some talking points."

Now AI has your thinking to work with.

Thats completely different from:

"Give me 10 viral fitness reel ideas."

One helps you communicate.

The other replaces you.

Give AI context

If you are going to use ChatGPT regularly, teach it about your business.

Give it your DCP.

Explain your opinions.

Tell it how you coach.

Give it examples of things you've written yourself.

Tell it words you would never use.

Tell it phrases you use constantly.

Correct it when something doesn't sound like you.

The quality of what comes back is heavily influenced by the quality of what you give it.

A lazy prompt normally creates lazy content.

Then rewrite it anyway

This is something I do constantly.

AI gives me something back.

I read it.

"I would never say that."

Delete.

"Thats too formal."

Change it.

"That sentence is actually decent."

Keep it.

Add something else.

Move a paragraph.

Change the hook.

Thats fine.

You aren't trying to preserve what ChatGPT gave you.

You're using it to get somewhere faster.

The finished piece should still pass the simplest test:

Would I actually say this?

If you wouldn't say it to a client, dont suddenly start saying it because ChatGPT put it in a caption.

Your imperfections actually help

This is something I think coaches massively overthink.

Your content doesnt need to be grammatically perfect.

You dont need every sentence polished.

You dont need corporate language.

You dont need to sound like an author.

You need to sound like you.

Sometimes the slightly weird sentence you would've naturally written is better than the perfectly polished AI version.

Sometimes the video with a slight stumble is better than the one you've recorded 17 times.

Sometimes the Story you filmed quickly after a client call builds more trust than the beautifully designed carousel you spent four hours making.

Because theres a person on the other side consuming it.

Dont outsource your personal brand

This is probably the biggest takeaway.

Use ChatGPT.

I do.

Use it to save time.

Use it to organise your thoughts.

Use it to challenge ideas.

Use it to help structure content.

Use it to turn one idea into different formats.

But dont give it the keys to your entire personality.

Your content is one of the main ways a potential client gets to know you before they ever speak to you.

If all they're getting is generic AI content, what exactly are they getting to know?

This entire game is built on trust.

Your DCP needs to understand you.

They need to recognise themselves in what you say.

They need to hear your opinions.

They need to understand how you think.

They need to feel like they already know a little bit about you before that first conversation ever happens.

AI can help you communicate all of that.

It shouldn't replace it.

Take the extra time.

Put your own thoughts into your content.

Talk about things that actually happened.

Give your real opinion.

Let people hear your voice.

Because the easier content becomes to generate, the more valuable authentic content becomes.