Your AI content is killing deals. Here’s how to fix it.
I watched a client lose a $200K deal because their AI-written white paper read like a robot having a stroke.
Too many em dashes. Hallucinated product features. And that special brand of AI word salad that makes technical buyers hit the back button faster than you can say "leveraging synergies."
I use AI to write content that generates and closes six-figure deals. The difference? I don't let AI do the thinking. I make it do the grunt work while I stay in control.
If you're tired of AI content that sounds like it was written by a caffeinated chatbot, use my process.
1. Don't write about things you don't understand
This should be obvious, but apparently it's not.
If you don't have at least an intermediate understanding of the topic, stop. Watch some YouTube videos. Read the docs. Talk to an actual expert. Do whatever it takes to level up.
When AI confidently spews nonsense about your product, you need to catch it. You're the first line of defense against terrible content. Act like it.
2. Include actual humans in your content
The content that wins deals has quotes from real experts. Preferably ones with a pulse who work at your company.
Skip the generic attribution phrases. Use real names. Real insights. Real credibility.
Make humanity a requirement, not an afterthought.
3. Feed the beast (with context)
AI without context is like a junior writer who just Googled your company five minutes ago.
Feed it everything:
Transcribe every relevant webinar and Zoom recording
Download every PDF, white paper, and case study
Convert the entire website to PDF
Dump all of it into the AI before starting
Give it a brain transplant, not a prompt.
4. Your outline should be a novel
My outlines are often thousands of words. Sometimes longer than the final draft.
The outline captures what the content will say—and what it will do. For the reader. For the sales team. For revenue.
Skip this step and you'll get exactly what you deserve: generic trash.
5. Know the endgame
High-value content needs a purpose beyond "we should publish something."
Before you write a single word, answer these:
Who's reading this? (Specific titles, not "decision makers")
When will sales use it? (Which objection does it handle?)
What happens next? (Does it drive a demo? Kill a competitor?)
Without a plan, there's no point.
6. Write in chunks, not chapters
AI sucks at writing entire drafts from outlines. It's like asking a toddler to build a house—you'll get something, but you won't want to live in it.
Work section by section instead. One H2 at a time. Review, refine, then move on.
Small bites. Better output. Less cleanup.
7. Always go deeper
After your first draft, look for every opportunity to add depth. Or better yet, ask AI to find them for you.
Use those fancy "deep search" or "think harder" modes. Have it find:
Supporting research you missed
Counterarguments you haven't addressed
Stats that actually matter
Expert content looks beyond itself. Lazy content stops at the first draft.
8. Edit like your revenue depends on it
Because it does.
You are the first editor. The subject matter experts are second. Nobody else sees it until these two filters have done their job.
If you skip the expert review because "AI probably got it right," you deserve every lost deal coming your way.
9. Make AI fight itself
When I finish a document, I dump it into a different AI (usually Grok) and tell it to tear my content apart. Find every weakness. Every counterargument. Every place a competitor could poke holes.
Then I fix what matters.
It's like hiring your own worst critic before your prospects do it for free.
The payoff
Our AI content process is rigorous and takes hours. That's the point.
AI scales what your brain can do—it doesn't replace your brain. But if you let AI take the lead, you're one hallucination away from tanking your pipeline.
Use these nine tips. Protect your deals. And stop letting bad AI content make you look like an amateur.
Because in B2B tech, trust is everything. And nothing destroys trust faster than content that smells like ChatGPT.
