[00:00 – 02:30] If AI can say it too, your content isn’t strong or memorable enough.
[02:30 – 05:00] AI is an amazing support tool, but information is cheap—perspective is not.
[05:00 – 07:30] The baseline has shifted: access to content isn’t the advantage anymore.
[07:30 – 10:00] Thought leadership = information plus experience, judgment, and opinion.
[10:00 – 12:30] One brilliant weekly piece beats five forgettable, AI-written posts.
[12:30 – 15:00] Your personal brand is your reputation and the ideas tied to your name.
[15:00 – 17:30] No one can copy your exact mix of experience, knowledge, values, and voice.
[17:30 – 20:00] Don’t ask AI what to think; use it to express and structure what you think.
[20:00 – 22:30] Use prompts about clients, frustrations, shifts in belief, and patterns as story fuel.
[22:30 – 25:00] Generic “5 tips” health content wastes your education and lived experience.
[25:00 – 27:30] Social media is the shorts-and-T-shirt version; your website is the suit and tie.
[27:30 – 30:00] Build content around expertise, opinion, experience, proof, personality, repetition.
[30:00 – End] Strategy plus your unique brain makes AI powerful—don’t outsource your thought leadership.
Hello, beautiful human, and welcome back to another episode of the Hayley Osborne Show. I am so glad that you are here. This week’s episode lights me up, like proper lights me up. If AI can say it too, it is not strong enough. Okay, that’s what we’re talking about today. I am Hayley. I am your beautiful host. I am your business strategist. I am a founder. I’m a founder of this beautiful business and a few other businesses as well. I am a mum of three very small humans and someone who is really passionate about helping health brands build businesses that they’re really genuinely Proud of, and today I want to talk about something that I’m seeing everywhere. Okay, content that is technically very good. It’s technically very well written. It’s grammatically correct, structured so so beautifully. It’s boring.
Okay, I feel nothing, and I don’t remember who said it. I don’t remember if you said it, if someone else said it. I don’t remember what it was that you believe in. I don’t think that I learnt anything, and I see this one Time, person, thing, social media post, saying it, and then I see the next thing that sounds exactly the same. That negative parallelism that I see, because not because of this, because of that. Boring. It is so freaking boring. Okay, and I say that as somebody who uses AI inside of her business, I really love AI, and it’s really helped me to be able to run this beautiful, successful business that I am. To be able to run my beautiful house successfully, and to be able to, you know, be a mum to my three little humans that really need me for everything. Still, okay. I think AI is a really beautiful, incredible, amazing tool. It can help you research. It can help you organize your thoughts. It gives you great ideas. It can help you to create structure and move much faster. And that’s really, really awesome.
But here’s where I think businesses need to be careful. Okay, if AI can say exactly what you’re saying, okay. In exactly the same way you’re saying it, I’m 100% telling you that your content isn’t strong enough. Okay, information’s cheap, right? Don’t be cheap. Okay, be incredibly expensive. Value your time. Perspective isn’t cheap, and like I said in last week’s episode, there’s no unique message at all, ever anymore. There are unique messengers, and that unique messenger is you, and that’s what I want to talk about today. Because if you’re building a business, particularly if you you know building something really powerful, your greatest advantage isn’t the amount of content that you can pump out.
Okay, it’s the clarity, and it’s the people, and it’s the person behind it. Okay, AI has reached the baseline. All right, and you know, I think for years one of the biggest barriers to creating really good marketing content was simply being able to create it, okay. And I think I heard a lot. I don’t know what to write. I don’t know how to structure a post. I don’t know how to good write a good hook, middle, and call to action. I don’t know how to write an email. Blah blah blah. I don’t know what to say when I show up in a reel. But now, an Open AI tool can say it for you. You can ask it to give me 10 Instagram post ideas for a women’s health clinic, and it does it for you. Okay, give me five hooks. Sweet, no worries.
Give me the middle of a of a caption. Give me the middle of give me the juicy middle of five captions. Done. Fucking wicked, done amazing. Okay, and the reality is, it really is good. But here’s the problem: everyone else can do it too. Okay, so access to content is no longer the differentiator. It is cheap. Okay, and we don’t want you to be cheap. I don’t want you to be cheap. Absolutely not. But being able to write a perfectly polished Instagram caption is not impressive anymore. I remember about eight years ago, I was teaching people how to write wild Instagram captions. It’s not the case. Businesses moved on. Okay, that’s not your competitive advantage anymore. Okay, and posting seven times a week, I don’t think is your competitive advantage either.
Okay, if you’re doing it really strategically and it’s shit hot, okay, and it is not just built from AI, then definitely I think the baseline’s moved though. Okay, but what I do think about that is that it’s super exciting because it means. That we’re going to have to get better, okay, at doing things. So if you’ve become a little bit lazy, in that you’ll be left behind.
So the thing that we need to get better at, if you want to make cut through in this market, is actually being able to think with your own brain, okay. Information’s not leadership. More information. We don’t need more information. More information is boring. Okay, you know I think this distinction is massive. Information says consistency is important when building your brand. Okay, true, fine. I get it. I can Google it. I can look it up. I can do it for me. My competitors can say that. Your competitors can say that. A first year marketing student can probably tell me that. Okay, now when I got my marketing degree, I I think it was 2009.
That was the or 2008, the year before Instagram even started. So you know we’ve come a long way. So if you’ve always done what you’ve always done, then you’ll always have what you’ve always got. Kind of, that’s the old saying. And I know that thought leadership takes the information and just adds experience, judgment, perspective. Okay, instead of consistency is important on social media. You know, maybe I would say I would rather see you publish one broady. Hayley, get your shit together. One bloody brilliant piece of content every single week that reinforces what you want to be known for.
Them five mediocracy sort of posts that has been written by AI that nobody remembers anyway because it was boring. Okay, here we are. Okay, if your content is written for everyone with the mediocre card in your hand, I’m going to give you a red card. But we’ve got 100% positioning problem. Okay, one that’s different. You know, information is just background noise now. Okay, I think that the perspective that you need is if I need to scroll halfway down your homepage to work out whether you’re a dietitian, a physiologist, a psychologist, a chiropractor, a life coach, whatever.
Your beautiful branding isn’t doing its job. Do you see the difference? I think one gives information and one reveals the brain behind the information, and it’s your brain that we want, okay? Because AI will never be able to replace that, and that’s what we’re trying to build. I think that your personal brand is how you think, and there’s a massive misconception around building a brand and building a personal brand. And I want to clear that up because personal branding has become synonymous with the one thing, and that is showing your face, posting behind the scenes, telling people personal stories, sharing your morning routine. How do you make your coffee? Who gives a fuck? Okay, I get it. It’s great content.
Okay, but you can absolutely differentiate yourself in another way. Okay, your personal brand isn’t how much of your personal life that you put on Instagram. Your personal brand is the reputation that is attached to your name. Okay, it’s what people associate you you with. Okay, and it’s the ideas that you repeatedly talk about, what you think, how you approach what you think how you approach your work how you approach what you believe in how you set your own standards how you’re not mediocre mediocre how you share your experiences it’s your judgment okay and the way that you see some things, someone else might see it differently, and that’s great because that is incredibly valuable content.
Okay, and what can commercially be very valuable for you because your services can’t be replicated when it comes from your brain. Okay, and I think someone else can offer the same appointment length. Who cares? Don’t start with that. The same type of consultation deliverables, like the same program. Don’t start with that. But they cannot have your combination of experience, your exact knowledge, your exact personality. No way on this planet. Nobody is like me. What you value, what you you know, how you judge and be judged on with other people and your perspective-that’s yours and yours to own wholly.
So your social media strategy should be extracting more of that, more of you, what you can only give, not what AI can give. It can give somebody else. So stop asking AI what it thinks. Okay, stop. Ask it how to help you express what you think. There’s a difference, and in order to do that, you know, if your entire content creation process with ChatGPT. Is give me 20 thought leadership posts about gut health. You’re outsourcing your most valuable asset, which is your ability to think and your thought leadership.
Don’t do that. Instead, start with you. Okay, so tell its stories, lots and lots of stories about who you are and what you do, how you started, you know your founder’s story, and then it can but it can help you in a much better way. So it starts with you, and then builds on that to help you. Okay, and maybe start asking some questions. I’ve listed a few questions here that you might be able to start asking yourself, and then record the answer, and then that will help you to be able to shape AI to be able to help you to think more strategically like you, rather than spit out some generic BS. Okay, so things like what happened with a client, with a client, with a client this week that made me think X, Y, and Z.
What were three questions that people asked me recently? And think about maybe one of the things that frustrate you the most in your industry. Talk about that, okay? What advice do you hear all the time that you massively disagree with? What another one? What’s changed your mind over the last five years, and what do you believe now that you didn’t believe when you started? Are you noticing any patterns in the industry? So these are questions that, and this is all in the the transcription, by the way, on my website. If you want to go and have a look at what these questions are, another one: What what have 10 years of working with patients taught you that a textbook couldn’t?
Okay, there’s so many things in my business that I know because I have been working in and around the industry for so long that my marketing degree-I don’t even remember what I did in my degree-but I have that much experience working with massive brands that you cannot take that away from me. Knowledge is power. Okay, and that’s where your content starts to get beautiful. And when you can answer these type of questions, and you can record yourself answering them. Like this podcast has become the most powerful thought leadership thing I could have ever created in my life for my business.
Okay, then absolutely use AI to help you. Okay, take that messy brain dump of verbally verbal responses to those questions get it transcribed, and then pop it into AI to help you. All right, and then you know use it to turn it into something incredible, and that’s then you using the tool to amplify your own thinking rather than replicate it. Replicate it like it’s just so boring, and I think we’re just gonna see a sea of information that is just bullshit boring. If we’re not already, which I am, okay. Think about as well. Let’s just move on from there because I could go on this tangent all the till the cows come home.
But your experience is content, so think about that. And this is especially important for health professionals because I see so many incredibly knowledgeable practitioners creating safe, generic content. Five ways to improve your sleep is so boring. Make sure you drink enough water. I know. Make sure you add creatine, collagen, elect. movement matters. Blah blah blah. It’s all the same. Okay.
However, don’t discount the fact. I’m just like getting a bit hot. I’ve got this gorgeous. If you are watching on YouTube, like sparkly knit on, and it’s really oversized and loose, and it’s just-it’s not itchy at all. It’s the-it’s the softest. I can’t do wool because on my skin, because it just itches me. It’s the softest, most beautiful fabric you’ve ever felt. It’s new, and I-oh my god, I love it so much. It’s just a vibe.
Anyway, we digress, but I’m just getting so frustrated about this topic, I had to talk about it in today’s podcast because I think your education matters. Knowledge is power, and you’ve spent so many years building out your experience. Don’t discount it with generic bullshit content. Okay, do not hand your thought leadership over to AI. That is what is going to kill this world’s beautiful ability to story tell. Okay, to be able to start with an awesome hook, feed through the story, story, story, and then have a killer ending or call to action. All right, I think there is such a big. Differentiator, and you know, I think when you can start to build out these incredible stories, they become so much more valuable.
Okay, so people are going to stop and hear what you have to say because that’s what you’re known for. When she tells really cool stories rather than scrolling straight past, because we know and can smell the AI train a mile away. Don’t get me wrong. AI can generate your story, but it hasn’t lived your story. It wasn’t there when you fucked up big time and made the mistake. Okay, it wasn’t sitting across from a client, and you know it didn’t hear the sentence that somebody said to you that changed your world. Okay, there it didn’t have the coffee, that was awesome this morning, okay.
And it didn’t have, wasn’t in the room when you were networking your ass off at that awesome conference with the QR code on your back. Yes, that was me in a bright yellow suit, okay. The failure, the resilience, the realization, the brain that’s in your head. You did all of that, okay. And then those moments can give you ideas, and then that can create content, okay. I think you can hear how someone thinks, and you can hear their personality, and you can hear the emphasis and the beauty and the the dips and everything when you hear their stories, and I think that they know you after that, and it’s extraordinary. I’m I’m actually a little bit tired.
It’s Monday, so that’s why my words are like blah blah blah. Anyway, it’s powerful. I was going to say it’s extraordinarily powerful when you are building a personal brand. That’s what I wanted to say. So keep going. Social media needs a job. Okay, let’s bring it back to being social because that’s what it’s for. All right. Social media is for being social. It is the shorts and t-shirt version of your business and your personal brand. All right, I say that a lot. And your website should act like the suit and tie version. Okay, the social media version is the part that is social. That is the getting to know me area.
Okay, and then when you’re like, yeah, I definitely trust this person, we’re gonna jump over to the website, and that’s the suit and tie. That’s the formal area. That’s where the recognition happens, the trust, the authority. That’s where that all sits, okay? And that’s where you build the awareness around a specific service. But the social, its job is to be social. What do you want to be known for? What do you want people to believe about you? And ultimately, you know, what action do you want them to take? We’re we’re tired. I’m tired of seeing generic stuff. Okay, do not outsource your thinking to AI.
All right, a social media strategy can tell you why, and a content calendar can tell you what you’re posting. But you’re the brains that have to tell stories. Okay, so I’ve got six things here that I would build your content around. Okay, and I’ve made it really practical for you. So if you’re building out, or if you’re thinking, “Oh shit, I’m you know this content training, there’s a lot, and I’m out of ideas, red hot out of ideas. Think about these six things. The first one is expertise. Okay, show me that you know your stuff. It’s as simple as that, and help me understand why it matters. The second one is opinion. What is it that you believe? Give me some perspective. Okay, you don’t need to be. It doesn’t. It’s not rage bait. Okay, I don’t want you to be controversial. I just want to know what you think and understand the how and the why.
The third one is experience. Okay, what what have you seen? What have you done that’s taught you the things that you know now? And what patterns are you seeing? Experience makes your expertise into a tangible thing. It’s beautiful. The fourth one is proof, testimonials, case studies, results, media, speaking. Okay, give me reasons why I should believe what you’re saying is true. Because if you’re looking to work with someone, then there ain’t no proof. Then it’s probably bullshit. Smoke and mirrors. Number five is personality. Be human. That’s it. The next one, number six, and the last one is repetition. So we talked about this last week. I spoke about it a lot. It matters. I know you might have said it yourself a billion times, but your audience is probably only hearing it for the first time. Say it again. Say it differently. Say it 100 times.
Tell a story about it. Teach it. Okay. Share case studies proving it. Okay. Your audience is not paying as much attention as you think they are. Okay. So repeat yourself. It’s okay. So just have a think. Am I outsourcing my thinking to AI? Okay, this is why strategy matters, and this is exactly why I love building out social media strategies for you, for my clients. Okay, I’m not going to hand you 30 random content ideas. I’m not going to take a blanket approach from Canva. Boring. It is so boring, and you know what? It might solve your problem for a couple of weeks, but then what? Okay, what are you trying to build? Who are you trying to reach? What do you want to be known for? What do you want people to understand about you? And where’s the proof? Okay, what belongs in your personal brand?
What belongs to your brand? What belongs to your business? What should you be teaching? Like, how does it all fit together, and how does all of this ultimately support you to be able to build your business and you to build your wealth? Okay, because when you get it all right, AI is really powerful. Okay, because now you’ve given it something really valuable to work with, and that valuable thing is you. So, if you’ve been listening today and you’ve been thinking about, yeah, I reckon my content’s fine. It could probably belong to anyone. Fine isn’t what we’re aiming for. Fine is not why you are listening to this podcast. You want to build a brand that people remember, a brand that people trust, and a brand that people are like shit. Yes, I want to work with her because she’s amazing.
Okay, and if you want my brain on that with you, there are two ways that we can do that together. So if social media is something you are specifically stuck with, I can build your social media strategy with you, and we can have clarity around your positioning, your content direction, your pillars, your messaging, and what you’re really trying to achieve every time you show up, because that there is strategy, and that there requires the real you to show up.
But if the problem feels a bit bigger than social media, which it does, and if you’re looking at the whole business, then you know I think that’s where my VIP elite intensive strategy days come in, where we look at your whole business, the thinking, the positioning, the messaging, the marketing, the growth strategy, what you are going to do in the next 90 days.
Okay, we zoom out and look at your business properly, and then we build the strategy around to help you to get where you’re actually trying to go, because I don’t think the answer is more content for the sake of content. I think it’s stronger thinking, better positioning, a stronger strategy, and it all starts with you and your story. So send me a DM if you want to talk about any of these things. I’m always listening, whether that be on Instagram or whatever, LinkedIn. You know my contact form, or send me an email, like you know where to find me.
And if you still need to have something worth saying, I like that AI can help you say it better. Amazing. Okay, this is the time for you to act, and don’t don’t outsource your thought leadership to AI. You are better than that. Okay, thanks for listening, guys, and I will see you next week for another awesome episode of me giving you all my opinions with some nice strategy and a kick up the pants to match. All right, have a great day. Bye.
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