AI Isn't Your Content Mill. It's Your Thinking Partner

They ask you to write another email. And you’d rather scrub your grout with a toothbrush.

You know you need to email your list. You know it’s the only marketing channel you actually own. But the thought of coming up with another idea, writing another subject line, and staring at another blank screen makes you want to throw your laptop into the ocean.

It’s not that you don’t have anything to say. It’s that the pressure to be brilliant, witty, and strategic in every single email is exhausting. It feels like a marathon with no finish line.

You think you need more ideas. More creativity. More content.

You’ve been told that AI is the answer. That you can just plug in a few keywords and get a month’s worth of emails in minutes. You’ve been sold on the idea that AI is a content mill, a magic button that will solve all your content problems.

So you’ve tried. You’ve used the prompts. You’ve generated the copy. But it all feels… soulless. It sounds like a robot, not like you. And you’re back to staring at a blank screen, wondering what you’re doing wrong.

But what if the problem isn’t the AI? What if it’s how you’re using it?

The truth is, using AI as a content mill is a trap. It’s a shortcut that leads to a dead end. It’s a way to create more noise, not more signal. And it’s a surefire way to sound just like everyone else. But you’re not everyone else. You have a unique voice, a unique perspective, and a unique story to tell. And that’s what your audience wants to hear.

It’s not about outsourcing your thinking. It’s about upgrading it.

And that’s where AI can be a game-changer. Not as a content mill, but as a thinking partner. A partner that can help you understand your audience better, brainstorm more relevant ideas, and create more original content.

Think of it this way: you’re the detective, and AI is your research assistant. You’re still in charge of solving the case, but you’ve got a team of robots gathering clues, interviewing witnesses, and connecting the dots. Suddenly, you’re free to focus on what you do best: solving the damn case.

So you let the robots do the research.

Here’s how to use AI as a thinking partner to create better email content:  

Step 1: Understand Your Audience. 

Before you can create content that resonates, you need to understand what your audience actually cares about. And that’s where AI can be a huge help. Use a tool like ChatGPT, Claude, or Gemini (or my Persona GPT) to create an in-depth persona for your ideal client. Ask it what they’re interested in, what they’re struggling with, and what they’re searching for online.

Step 2: Find Your Topics.

Once you know what your audience is interested in, you need to find the specific topics they’re searching for. And that’s where tools like Answer the Public and Answer Socrates come in. These tools analyze Google search data to show you the exact questions people are asking about your topic. Use these questions as a starting point for your email content.  

Step 3: Create Your Content. 

Now that you have your topics, it’s time to create your content. But instead of asking AI to write it for you, ask it to interview you. That’s right, you’re the expert. You have the stories, the insights, and the expertise. So let AI ask you the questions, and then use your answers to create a truly original blog post or email. (And if you want to learn more about how to do that, check out this post on how to have AI interview you and be your ghostwriter). (And if you need a place to start, here are 5 AI Prompts to Steal When Your Brain Goes Blank).

It’s not about being lazy. It’s about being strategic. 

Using AI as a thinking partner isn’t cheating. It’s not a shortcut. It’s a strategic decision to focus your time and energy on the things that actually matter: your message, your story, and your connection with your audience. (And if you want to learn more about how to do that without being annoying, check out this post on How to Email Your List Without Being Annoying). (And if you need a refresher on why clarity is so important in the first place, check out this post on The Marketing Clarity Crisis (And How to Fix It)).

So, what now?

Stop trying to be a content machine. Stop trying to do everything yourself. Stop trying to sound like a robot.

Embrace AI as your thinking partner. Let it do the research. And get back to doing what you do best.

Choose smart. Every time. It’s not a compromise. It’s a power move.