Marketing is so EASY to produce in this era, right now in this time we’re living in. Beautiful brands, highly edited reels and polished content literally everywhere (insert a little yawn from me!). Yet, many businesses still struggle to convert visibility into growth (some still, cannot show up as consistently as they should…if AT ALL!).

In this episode of The Hayley Osborne Show, I wanted to share what I’ve been noticing in business right now, particularly within the health and wellness industry. I go deep in exploring the growing gap between production and positioning, why clarity is becoming YOUR real advantage in modern marketing, and how strong brands communicate their message with precision.

I also chat about a HUGE elephant in the room AKA the surprising signal that the content you’re consuming is written with AI (the tell-tale sign to look for), and why your human voice, your perspective and your strategic thinking are becoming even more valuable as technology becomes more common.

Listen now

SUMMARY

0:00:00 – 0:01:23 Intro & Episode Setup

0:01:23 – 0:06:39 Negative Parallelism & AI Writing Patterns

0:06:39 – 0:09:34 Production vs. Message: What Really Drives Growth

0:09:34 – 0:13:32 Production Amplifies the Message (Good or Bad)

0:13:32 – 0:17:41 Visibility, Algorithms & the Power of Clear Messaging

0:17:41 – 0:18:41 Positioning: From “Interesting” to “Exactly What I Need”

0:18:41 – 0:20:28 Strategy + Production Working Together

0:20:28 – 0:22:10 The Real Advantage: Clarity, Positioning & Evolution

0:22:10 – 0:23:07 Closing Rant & Final Takeaways

HAYLEY OSBORNE

Hello, my dear friend and a very warm welcome back in your ears to another episode of The Hayley Osborne show. I am Hayley and I am your very proud host of this epic podcast. We’re up to episode 193 and I felt it very fitting this week because of what I have on this week. And this episode is obviously prerecorded, but I know what I’m doing in advance, but I wanted to share with you some of the things that I’m paying attention to in business right now, and I think it’s really important, because as a business owner yourself, you should also be paying attention to these things.

And I, as someone who is in the marketing space, the brand space, the digital marketing space, and I like to be at the forefront of everything tech. Ai all the things. This is what I’m paying attention to, and I want you to also kind of understand these things and listen up and read up and do all the things for yourself as well. So there’s lots of things that have been happening lately, and one of the things in particular, I may as well just, let’s get started, because I think it’s really important to just  move forward straight away.

And it is something that I’m noticing so much about AI writing, and it is a pattern. It is simply lazy on my part that I think not lazy on my part. I know they’re the wrong words, lazy writing from everyone that uses this type of writing, and it is a form of writing, and it is a pattern called negative parallelism. I think that’s how you say. I can’t even say parallelism. Parallelism. It’s not a parallelogram. Parallel is parallelism, okay?

It’s called negative parallelism. It is a bit of a tongue twister of a word, but it’s a thing, and I’ve been writing for a really long time, and something that I’ve been trained to do, I also do a lot of copywriting, so I know that messaging and storytelling is everything, and I do this a lot for my clients, and it’s something that I’ve noticed so, so much in so many people’s content, which means it has been written by AI and it what it is, what negative parallelism is.

I can’t even say it. It’s P, A, R, A, L, L, E, L, I, S, M, parallel. ISM, parallelism. What it is a sentence that contrasts two ideas. Okay, so it starts with a negative, and the other sentence is an affirmative, okay? So, like a positive. So you often see phrases and sentences structured in a way that this doesn’t do x, it does y, okay? And it is a pattern that I am seeing everywhere online right now, and if you’re starting to notice it.

It’s going to be very obvious to you from now on and I’m sorry, but I’m also not sorry, okay? Because I want you as an astute and smart business owner to recognize these patterns in the way that we’re seeing a lot of business owners, right and understand that this is a rhythm that is built by a robot, okay? It is not built by humans; therefore it has no human communication as a rhythm, okay? And I feel like you need to understand these patterns, because it’s a bit boring, and it’s actually becoming very boring to me, and I feel like we are craving something deeper.

Okay, it’s got no nuance, it’s got no voice. And I think that what we need to understand as business owners is that AI tools are absolutely amazing at helping us to build research, to build analyzes, to build a foundation for what we need to write and what we need to communicate. But I absolutely think that your voice and your clarity and your zone of genius and your own person is what makes the message resonate, and what makes the message clear, and what makes the message be supported individually by everyone that’s following you. So use AI as content generation from a research perspective, but do not use it as your thought. Leadership piece, because it is a pattern that is everywhere. Let me repeat that for you. It’s called negative parallelism. I don’t think that is how you say it parallelism. It’s when something starts out as a negative, and then the positive is a contrasting idea, but it’s two ideas at the same time. So this doesn’t do x, it does y. You know what I’m talking about, okay?

Because you would have seen it so many times across your content when you are writing it and you’re like, oh, yeah, that’s cool. It’s not cool because it’s pretty obvious that it’s not been written by you, and I would love you to start understanding that this is a form of writing, and this is the way that AI writes, and start seeing it when you’re reading other people’s captions and you’re resonating with it, okay? So it’s two sentences that contrast one another. One is negative and one is positive, okay? And that’s how you see the phases being structured. So that’s something that I’m noticing a lot. It just took me a little while to put a title on it and understand what it is, and that’s what it is. But your voice, your perspective and your clarity is the thing that makes your message resonate more than anything. So keep that use of AI as a beautiful tool that you’ve programmed to help you grow and move faster through your business. But don’t let it determine what your voice is. It doesn’t do x, it does y.

It’s super annoying, and that’s one thing that I’ve noticed a lot right now that is happening across the board, and what I’m paying attention to in business right now, and you should be too, right if you are looking to invest in help, I want you to start noticing these things throughout sentences and captions and even landing pages on websites like if you want to level up, pay attention to how things have been written. You know when a human’s written it by now, hopefully, and that’s another sign to help you. Okay, so lately, I’ve been doing lots of reflecting on what’s actually driving growth in business right now, and I think about what people are talking about online, and what are the things that are genuinely moving businesses forward?

And one thing that keeps coming up in my work with health and wellness businesses, and it’s something recently shared, that I’ve recently shared in a social media post as well, is the huge relationship between strategy, clarity and content, okay? And I feel like there has to be a relationship between all three. But right now, I think there is a huge relationship and a huge focus on production, okay, so beautiful brands like, we’re going full circle. So if you remembered, like, through covid around 2020, 2021, even the biggest brands in the world were going kind of bootstrapping their way through because they couldn’t be in the office. And what bootstrapping means is just kind of stringing it together so people were filming in their backyards.

Big brands started to work more with influencers doing, like, really genuine work, and it started to cut through the noise and reach customers in a more genuine way. And I felt like it gave smaller brands a bit more of a green light as to, okay, well, anything goes, and now it’s kind of coming back, but there’s a huge like, going back to pre-covid, where there was a massive there’s a massive focus on production, beautiful brands, highly edited reels, perfect lighting, sophisticated design, blah, blah, blah, and I get it, there is no reason why you cannot have sophisticated design across your brand, because The likes of Canva, it gives everyone a beautiful foundation and starting point where, like, why wouldn’t you, why can’t you? Because you can.

There’s like, there’s so much that is available at your fingertips. But I feel like all of these things and content production and everything, it’s become really accessible, which is exciting, but it’s starting to reveal, more importantly, messages on how marketing actually works. Okay, so production amplifies the message, it absolutely does, and the tools available that you can use to build content are really extraordinary today, and we’re so lucky to be able to operate in this generation of business owners that have all of these things available to us, like a long time ago. So my grandfather owned a motorbike shop. I don’t know if you know.

This is, I think I’ve said this before. He used to own a motorbike shop, and the only avenues really available for advertising were either, you know, foot traffic, so sidewalk or letterbox shops really, because TV commercials were completely exuberantly priced, and who was going to do that? You’d never really pay for a display ad in a magazine or the newspaper, because, again, very, very pricey and probably not worth the return and absolutely could not be measured, whereas now we are living in a digital age where we can create the best type of content almost for free. Anyone can produce beautiful visuals.

Anyone can edit strong video content with, you know, the likes of capcut, whatever you use. And you can design a really sophisticated brand presence. And you can, you honestly can. And so what your production does is amplify a message that already exists. Okay, so where your positioning is really clear, the clarity of that carries through the content. But when it’s not, it has trouble doing that. It has trouble cutting through. It has trouble explaining who you are and what you do, okay, so when the message is really sharp, even the most basically produced content communicates in the most powerful way, okay?

And that’s why being really clear on what you do is the real multiplier with your marketing. Okay? So anyone can produce anything beautiful, but if you can’t clearly explain who you are and what you do everything else, don’t even bother. You can hire and pay lots of money for a videographer, or you can do it yourself, which is, you know, just as good these days for small business, so you don’t have to pay through the nose. But eventually, if your message and your genuine nature as to why you run your business are not clear, okay, and cannot be translated through words, everything else comes unstuck. Okay? So production amplifies the message, whether it’s shit or whether it’s good.

That’s the first thing I want. It was the second thing I wanted to say, okay, and these are the things that people understand immediately, okay, what you do, who you help, and why you are the right person to help them. Those three elements, when they’re clear, your audience can move forward with a lot of confidence around you being the right person to help them. They recognize themselves in your words, which is really important, and that’s why there’s an art to being able to write very well and communicate very well what you do, who you help, and if you are the right person or not to help them. And they understand then the transformation that you provide for them, whatever it is that you do, okay. And then they see the relevance.

They see the relevance in youth, through them, in you, pretty much straight away, and that moment for you starts to create momentum in their world as to making a buying decision. Okay? So these are the things that people understand immediately. The next thing I want to talk about is visibility and why it matters in business and it becomes so much more powerful when the message that you being visible carries is bang on, okay, so when everything is clear, okay, it creates recognition. Almost instantly, your audience starts to understand, yeah, this is my person. This is relevant to me. This will really help me, and this is what I need to help me grow to the next level in my business. And with that clarity, not everybody can do that. It’s very clever.

And what it does is it helps to drive engagement, okay, and when people start to engage with what it is that you’re putting out there, the more people will see it, because the little robots in the background go this content must be really relevant, and so it gives it a quite little relevant score, whether it be Google or whether it be whether it be Instagram, which then pushes it higher and drives it out further. Okay, so you know, when you see people go viral, this is why, because in such a short amount of time, people are engaging with it, your piece of content. And so then the little robots go, oh, this must be really, really good. We’re going to push it in the search feed and the discovery feed to more people. And then these drivers.

More growth and more engagement, and then what happens is numbers compound, and then that creates more inquiries, and therefore your business grows. Okay? So most businesses focus on creating more content, and that’s cool, but the real opportunity really lies in refining your message, okay, and creating content that can carry that through weeks and months and years. Okay, I know it’s important to agree, but you know, I’m just accentuating the message. And then the next thing I want to talk about is how you position it.

Okay, so last week, last week, or week before, one of the points that I made in one social media post is that the difference between this sounds interesting, and this is exactly what I need, comes down to the way you position yourself, okay, so positioning sharpens communication, okay? And what I mean by that is that it helps your audience see where they fit into the mix and how it might be able to help them. And it aligns with what you do, how much of an expert you are with the specific problem that your audience have, okay? And it creates that alignment, that the problem that they have is something that you hold the solution to.

You hold the solving element of that you can solve their problem. And that’s the power of positioning. It’s really important. I’m going to see so many business owners messing this up, and so many business owners spending so much time being able to, well, sorry, they spend so much time delivering content that actually doesn’t sit and solve a specific problem. It just kind of is surface level, and it’s much of a muchness, and it’s much of the sameness, and it’s much of that AI sounding crap that I see so much of, and I am so bored of it, okay?

But that’s what I’m seeing at the moment. So I encourage you to actually think for yourself, because that will help you to play the long game in business, not the short game, because the short game will end up the no game, and you end up working for someone else. Okay, so play the long game. Start really exercising your thought leadership in who you are and what you do and how you solve your customers’ problems in a very organic and heartfelt way. Okay? Because then when you grow your engagement, you will be aligned and your expertise and the thing that you do will actually sit right where it needs to, in terms of messaging to be able to solve their specific problem. I hope I’ve explained myself well, and I think that I have, but I’m very passionate about this, and I’m over it, and I want you. I think we can do better. Okay?

We can do better because we are really great at what we do. Don’t take shortcuts in this instance, because it’s only going to shorten your lifespan, like eventually something’s going to break okay, and you are no longer going to be interesting, because everyone’s going to sound the same. And that’s the power of positioning. Don’t be boring. Don’t sound the same as everybody else in this space, because it is, it is just that. It is boring. So use it for research. Do not use that as your own thought leadership. And if you don’t know what I’m talking about, maybe we need to have a chat. Okay, so the next thing I want to say is just about strategy and production. Okay, I’ve got some beautiful little notes here, and that’s what I want to talk about.

But I think that production and design do play a really important role in marketing, obviously, because first impressions last Okay, and the first thing that someone is going to see is not your caption, it’s going to be in your production and design, but how you refine it, how you communicate, how your visuals attract attention, how Your thoughtful editing and not quick fixes keep people engaged, provide the foundation, okay, and that foundation helps to define your really, really thought out message on how you who you are, what you do and how you are, the person to help your audience. And a real strategy around this will help to make sure that your content and what you’re putting out there throughout the board, okay, supports your growth for your business.

And I think when your strategy and your production work together, I think it really becomes you. Known, explosive and effective, and I think that really great lighting and great production is only going to mask a really shitty message for so long. But when you’ve got a message that is bang on, and you’ve thought about it strategically, and you have a really well produced, really well produced piece of content. I think that they are the real fire lighter for some beautiful, beautiful, incredibly effective marketing. Okay, and so don’t forget about that writing, guys, it’s really starting to annoy me, and it’s one thing that I’m seeing a lot and a lot and a lot and a lot across the board in business right now.

So take note, okay, take note of what you’re ingesting and what you’re putting out there, because it’s really important. And I think that the real advantage right now is  becoming really clear, okay, in your messaging, okay? And I think that the way you position yourself will help people when you become clear in your messaging, when you become clear in how you’re positioning yourself to help people resonate with you immediately, instantly, and it helps your audience more than anything, to be able to recognize themselves in your work, and how you might be able to help them move through the problem that they are facing right now.

Because that’s all people want to do, if you need to meet them where they are, okay. And the other thing, and this is a whole another topic of conversation, but if you are also you don’t need to stay in the same place that you’ve always been and always be meeting people where they’re at, and you’ve been doing that for years. If you’ve evolved as well, that means, if you’ve evolved, you’re messaging and where you are meeting, people also need to evolve and change. Okay, so clear offers really help people move forward with confidence. So if you’ve also outgrown where you already are, then everything else needs to level up and elevate with you.

It’s really important. But when clarity exists in your strategy, the content you know works much harder for you and it delivers and even simple content can communicate so much more effectively. So in closing, and this has probably been the biggest rant I’ve had this year so far around what I’m seeing right now in business. So take note. Take notice and notice in what you are reading, ingesting and you know, looking at as well as what you are producing as a business, clarity converts strategy scales every single time without a doubt. And production, great production, refines the message that you are putting out there.

And the refinement piece matters, because not everybody is doing it. So thank you for being here. That’s all. I’m going to sign off now, and I’ll see you next week for another beautiful episode of The Hayley Osborne show. Wherever you are in the world, if you’re in Australia, enjoy the last few weeks of it being nice and warm, and I’ll catch you on the flip side. See you next week. Guys. Bye.

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