New tools. New features. New promises of faster content, better marketing, and more efficient workflows.

And yet, for many businesses, it still feels scattered.

They’re experimenting with different tools. Trying new prompts. Generating content here and there.

But nothing is really improving in a meaningful way.

That’s not because AI doesn’t work.

It’s because most businesses are using it the wrong way.

The Problem Isn’t the Tools

Most businesses approach AI like this:

“Let’s use it to write blog posts.”

“Let’s generate social media content.”

“Let’s speed up email campaigns.”

So they open a tool, type a prompt, get an output – and move on.

The result?

• More content.
• More activity.
• But not necessarily better outcomes.

Because AI is being used at the execution level, not the strategy level.

AI Without Structure Creates More Noise

When AI is used without a clear system behind it, it actually makes things worse.

You get inconsistent messaging, disconnected content, generic outputs that don’t convert, and more to manage – not less.

It feels productive in the moment. But over time, it creates more fragmentation.

The same problem many businesses already have – just faster.

A Better Way: Use AI to Build Systems, Not Just Content

The real value of AI isn’t speed.

It’s structure.

Used correctly, AI helps you clarify what you’re trying to achieve, break complex ideas into step-by-step actions, create repeatable workflows, and maintain consistency across channels.

Instead of asking: “Can AI create this for me?”

A better question is: “How can AI help me structure this so it works every time?”

What This Looks Like in Practice

Instead of jumping straight to output, the process looks more like this:

1. Define the objective
2. Clarify the audience
3. Build the structure
4. Use AI to execute within that structure

What This Looks Like in Practice (Prompts That Actually Work)

One of the clearest ways to see the difference between scattered AI use and structured AI use is in the prompts themselves.

Most ineffective prompts jump straight to output.

More effective prompts start with context and structure.

Example 1: Blog Content

Ineffective Prompt: Write a blog post about SEO for small businesses that highlights our services and value.

What Happens: Generic content that blends in and doesn’t differentiate your business.

More Effective Prompt: Act as a strategist for a North Texas service business. Create an outline for a blog post targeting ‘local SEO for small businesses.’ The goal is to generate qualified leads, not just traffic. Write this to small business owners. Include common misconceptions and a clear call to action.

Example 2: Nonprofit Email

Ineffective Prompt: Write an email to donors highlighting our services and value to donors.

What Happens: Flat messaging that lacks emotional connection and urgency.

More Effective Prompt: Create a 3-email donor re-engagement sequence for a nonprofit. Audience: donors who haven’t given in 12 months. Email 1 reconnects with a story, Email 2 shows impact, Email 3 invites a simple next step donation. Tone should be personal and trust-building.

Example 3: Marketing Strategy

Ineffective Prompt: Give me marketing ideas that will increase engagement online.

What Happens: Random ideas that don’t align with your business goals.

More Effective Prompt: Act as a marketing strategist. For a B2B company with 20-50 employees, identify the top 2 channels to increase qualified engagement. Current channels include LinkedIn and SEO. Ask clarifying questions before making recommendations.

Example 4: Social Media

Ineffective Prompt: Write LinkedIn posts that promote our business.

What Happens: Generic posts that don’t resonate or drive action.

More Effective Prompt: Write 3 LinkedIn posts for a service-based business owner targeting mid-sized companies frustrated with inconsistent lead flow. Each post should highlight a common mistake, reframe the issue, and end with a practical takeaway.

The Pattern

The difference isn’t complexity. It’s clarity.

Better prompts define the audience, clarify the outcome, add constraints, and break the task into steps.

Why This Approach Works

When AI is guided by structure, messaging becomes more consistent, content connects across channels, execution improves, and results start to compound.

You’re no longer creating one-off pieces of content. You’re building a system.

Tools Still Matter – Once You Have Structure

Once you have a clear structure in place, the tools actually start to matter. A few we consistently use include ChatGPT for strategy and messaging, Nano Banana for clean visuals, Fal.ai for creative testing, and Updating.ai for improving visibility in AI-driven search.

If you want a little more push-back and help with creative writing, Claude is a great resource.

If you want a deeper look at how these tools work together in a real-world system, read our post: Our Favorite AI Tools to Run Your Marketing Department.

Measuring What Matters

Use Google Analytics to understand where your traffic and leads are coming from.

You can also explore SEO performance tools like SEMrush.

For additional context, see: The Real Reason Your Marketing Feels Scattered.

A Quick Gut Check

• Am I using AI to think, or just to produce?
• Do I have a clear structure before I generate anything?
• Are my outputs connected – or just individual pieces?

Final Thought

AI is not a shortcut to better marketing.

It’s a multiplier.

If your strategy is unclear, it will amplify the noise.

If your structure is clear, it will accelerate results.

The difference isn’t the tool. It’s how you use it.

The post Most Businesses Are Using AI Wrong – Here’s a Better Way appeared first on Platform Creator.

Get it right, and your visitors will feel welcomed and eager to engage. But, on the other hand, if you miss the mark, you may as well be writing Lorum Ipsum.

It’s not to say that every other page on your site can’t be equally important, but if a visitor isn’t interested in building a relationship with you after visiting your homepage, there’s a good chance they won’t be back anytime soon.

Here’s an analog way to think about your website’s homepage. Say you meet someone at a business conference and have an interesting conversation. You’re excited about your product, and you sense some of that excitement taking hold.

But your conversation is cut short when the next speaker takes the stage, and you never manage to reconnect.

Later, that potential prospect is unpacking after the trip and sees your business card. They vaguely remember something intriguing about the conversation and decide to visit your website.  

Now comes the moment of truth question: 

Does your homepage pick up where your conversation left off? 

There are three possible outcomes:

1. They want to know more
2. They immediately know it’s not a fit 
3. They’re confused or unimpressed and quickly bounce away 

Option 1 is better than option two, but three is the worst. 

Three is awful. You don’t want number three.

Two isn’t all bad. It means less time wasted because your home page clarified who it’s not for.

So let’s talk about ways to make option one the most likely outcome.

Idea #1: Write the copy first

Most people think the first task is planning the build-out of pages and structure. But this is short-sighted.

Copy—words on the web page—is your website’s reason for being. The whole point of the exercise is to generate content that will capture readers’ interest, enable engagement, and ultimately compel them to act. 

We’ll get to the design element shortly—and it’s vitally important—but for now, remember: 

Written copy represents the function or substance of your website. Design is the form that enhances it.

As a rule, keep your web copy simple, straightforward, and no lengthier than necessary. People have short attention spans online. They want a quick hit of information before moving on to something else. 

A smart homepage helps launch a new story—between you and your customers and establishes trust and credibility.

Here’s a basic content structure:

A headline that communicates the solution offers for the reader’s specific problem. 

Develop a lede that demonstrates your in-depth understanding of the fear, uncertainty, and doubt (FUD) the reader is experiencing. 

Use the body of the homepage to make generous use of bullets and short paragraphs. Use them to treat each of the FUD pain points and provide proof with examples and customer testimonials. 

Wrap up the body section by anticipating specific objections the prospect may have to move forward with you and your solution. Cost, hassle, and risk are just a few to consider. 

Objections will vary according to the nature of your business, but your interactions with customers provide firsthand knowledge of which to address.

Finally, your conclusion should contain two vital elements:

1. Social proof. Name dropping is encouraged! Use the logos of companies you’ve worked with and happy customers’ names and smiling faces sharing their success stories.  
2. A clear call to action (CTA). It’s tempting to create a “click here” button linking to a form contact info, but resist! If the reader has made it this far, don’t allow a vague description of what’s next.

Take the time to create content with the framework above, and you’ll have a running start on a friendly welcome mat for your website. 

Next, we’ll enhance the user experience with even more aha moments.

Idea #2: The three-story framework 

From a strategic perspective, there are two stories in play when someone lands on your home page: 

1. Their story—the one about them and their peculiar problem began prior to their visit. Use the headline and the lede to speak to these two elements and grab attention.
2. Our story is about you and how you’ve arrived at this moment to help. Use the body of the content to match up your solution with the reader’s problem. 
3. And finally, the “Us” story you initiate by earning the privilege of creating a better story together. Here you paint the vision of what a better world will look like for them.

Everyone wants a better story.

The part of their story you’re most interested in is what brought them to your site in the first place. What trigger or inciting event found them typing those keywords into Google? Use those words in your web copy.

Err on the side of You (the reader) language, not Us language.  

When writing homepage content, the biggest mistake we can make is starting with our own (Us) story.  

But the main purpose of your homepage is to initiate the third story. Consider this the trailer for what’s to come: you anticipating and meeting expectations for a better business experience. 

The customer is always the hero—your role is to be the guide.

Now for the final layer.

Idea #3: Discover the Design

Web design is an art in itself. One that is vitally important and challenging to master. Here’s an excellent primer for design concepts illustrated via some common mistakes.

Using a discoverer’s mindset as opposed to a build-from-scratch mindset will save you gobs of time. Here’s why.

When we see it, we know great design, but creating it is much different. In other words, it’s one thing to appreciate a work of art, and it’s something completely different to create one.

The truth is it’s more a matter of external discovery, especially if you’re not a trained designer.

You’re far better off with a design that is simple, readable, and easy to scan like this one:

The fact is, some of the most visited sites on the internet are pretty straightforward. Like this one:

Or, this one:

Superb web copy and stunning graphics are great to have, but focus on functionality first. 

And don’t be afraid to imitate existing design. Instead, you should steal boldly (and legally).

Your compass for all your homepage content creation and design comes in the form of a single overarching question:

Idea #4: Who’s it for?

When you create a homepage, your work is wasted if you don’t have a specific persona in mind. It’s the context for every decision you make. 

Here are some more minor Wayfinder questions to navigate by:

• What other sites does your target audience visit?
• What are some of the triggers that would lead them to search for a product or service like yours?
• Who do they follow? Trust? Like?

Answering these questions may seem like an exercise in soothsaying, but your customer is the best guide for finding answers. Make it a goal to master the art of asking questions. It will serve you well.

Of course, SEO, site speed, and security are essential too, but writing excellent copy and incorporating the three-story framework with clean, straightforward design will put you way ahead of most competitors.

The wrap-up

Ask yourself how well your website picks up where your conversation with prospects leaves off. Where are the gaps? 

Use clear, lean copy to frame up the major homepage sections:

• Write a headline that gets attention 
• Use the lede to connect by empathizing with FUD
• Offer promises and proof in the body of the page and anticipate objections
• Your conclusion seals the engagement with social proof and a clear CTA

Incorporate the three-story framework to pave the way forward for a better story.

Continuously review your work and ask yourself if it’s addressing your ideal customer.

Need some help with website homepage ideas? Share your homepage url, and we’ll offer a friendly suggestion or two.

The post Use these Website Homepage Ideas to Create a Warm Welcome appeared first on Platform Creator.

First, he banned PowerPoint. Instead, when there’s an important decision or a new product idea, a team is often assigned to write a 6-page “narrative memo.”

On the day of the meeting, everyone receives a copy of the memo and sits quietly and reads it for 20 minutes. Bezos says it’s like study hall.

Among the items covered in the memo are a press release for the product’s launch, an FAQ, and a manual. In addition, considerable emphasis placed on the customer experience. Imagine how this speeds up the decision-making process and provides the writers and readers with clarity on what’s being proposed?

This story illustrates the power of writing and offers some important hints about how we can become more effective writers.

For one thing, the narrative memo is purposeful. Focused writing clarifies your thinking. To write clearly, you have to think clearly. This alone is a great reason to write intentionally.

Your writing can help others think. The “narrative memo” provides a valuable service for the readers, because good writing is like windshield wipers for the mind. It enables readers to see the topic, and its implications.

Effective writing also helps you demonstrate competence and authority. People do business with those they know, like, and trust. Competence and authority builds trust.

Why is it so important to improve writing skills right now?

First, we’re all inundated with information. That’s 34 gigabytes of it every day, according to experts.

Enough to crash your laptop in a week.

You too will be doing your customers a valuable service by writing in a way that helps them process all the information and data flooding their lives. We tend to scan more than we read because we are trying to surf the wave of information.

To manage the data deluge we’re all experiencing; we’ve become adept at scanning rather than reading. When you make your writing easy to process, you invite the reader to slow down and dig a bit deeper.

So, if you want to stand amidst all the noise, improve your writing skills right now.

Second, we’re all writers now.

People are writing more than ever, but the verdict is mixed about whether they’re writing better. The research suggests we write more efficiently but not necessarily more effective.

The problem: writing is difficult.
If you struggle with writing, it could mean you’re probably already a pretty good writer. Most people don’t write well because they don’t embrace the difficulty – the struggle of time and effort spent thinking about the content.

And understanding the oxford comma is not what makes it difficult.

At Platform Creator, we often have to tell clients their website homepage, press release, or sales page is unclear and hard to understand. Unfortunately, this is usually a blind spot – they don’t see the assumption gap.

This is one of the biggest mistakes we make with our writing; we assume:

The reader knows what we mean.
Agrees that there’s a problem
And understands our solution or product.

The best writing is slippery

That is, the reader’s eyes slide down the page effortlessly, moving from one point to the next.

The brain doesn’t like to burn excess calories when reading. Instead, it wants content that gets to the point and answers questions, concerns, or objections clearly and effectively.

For example, when you land on one of our client’s homepages, we have about 3 seconds to get your attention.

The headline or title needs to quickly identify you and your problem.

Once you know it’s specifically for you and your unique problem, the next thing you’ll look for is a simple, persuasive description of the solution.

If we do this well, the reader’s brain begins asking questions like, “ok – how hard is it to implement this solution?”

Those are the questions to be answered in the next section in the form of testimonials or social proof.

And so it goes, effortlessly, all the way down the page.

The key is to join the conversation that’s already taking place in the reader’s mind.

The process doesn’t just apply to websites

You can do the same thing with your next presentation, or email, or social media post.

Yes, you can do this. It just takes a little time and some creative empathy.

And if my guess is correct, about now you’re wondering, “Ok, how can I do that?”

Here’s how:

Three crystal-habit clarity questions that will improve your writing immediately

Before you begin writing your following email, proposal, or any other significant piece of content, ask yourself these three questions.

A great way to begin is to write a sentence or two at the top of the page as a summary answer to the three questions.

For example:

After reading this post, the reader will know or understand [the subject of the post] and be motivated to do or be [the action you want them to take] and start by doing [the next step].

As you write, keep this statement front and center.

From there, it’s a matter of answering the three questions clearly and persuasively.

These are the questions we typically don’t answer clearly and succinctly when we write. They may be in the back of our minds, but often the answers are assumed.

Who’s it for?

Take the “who” question: the most important question of all.

We assume it’s for the entrepreneur, but we need to ask who it’s really for. For example, it may be for the entrepreneur who’s trying to cut transportation costs.

It’s for a specific person with a peculiar problem.

Is it for the boss? Or, for the boss’s boss? What’s it like in their world? Running between meetings? Will they read it on their phone?

The empathy exercise:

Try this the next time you open an email. Notice the questions you immediately begin to ask yourself:

• Who is this from?

• Is it for me? Why does it matter?

• Do I need to do anything about it? If so, what?

Use this insight to write your next email in a way that answers the three questions clearly and plainly.

The next question:

What’s it for?

Get to the point quickly.

Use the SWIFT acronym. “SWIFT” as in Show Them What’s In It For Them. Show them early and show them often.

If it’s important, there’s a problem to solve. Whether it’s growing profit margins or cutting costs, you’re the one on the white horse, showing up with a solution.

Define the stakes and define your solution clearly.

What’s next?

Finally, tell them what you want them to do next? What’s the decision or next action?

This is where I see our clients become bashful. Don’t!

Be bold.

If the service, or idea, or product you’re offering is helpful – and it is helpful, or we wouldn’t be going through all of this, right? – you must make that very clear to them. Spell it out and then tell them exactly what to do next.

Make it specific and straightforward.

What are they to do about this critical piece of content you’ve given them?

Answer these three questions effectively, and your writing will instantly get better.

Now, here’s what’s next for you – some more ways to improve your writing.

Read.

Be interested. Read to get ideas and make your writing more interesting. It doesn’t just have to be business books. Thanks to the web, you have the knowledge of the world at your fingertips.

Become a collector of compelling ideas.

Also, pay attention to what grabs your attention. When you read an article or email you enjoy, ask yourself:

• How did they start the article?
• How did they get your attention?
• When did you drift off?

Write in public:

This is one of the fastest ways to improve your writing skills right now.  When you write for others, use the three questions and the empathy exercise. Put yourself in their shoes.

Also, ask yourself what other questions the reader may be asking themselves about your piece of content. Write down at least three if it’s an email. If it’s a blog post, write more.

The more thinking you do early on, the easier it will be later.

When you write in public, be bold. Make assertions about what you see happening and what you think will happen next.

Be willing to put yourself on the hook to produce consistent content. Our experience is that when you’re on the hook, it’s uncomfortable, but that’s also where the magic happens. There’s no telling where your writing will take you if you’re willing to leap.

You don’t have to wait months or years to become a better writer. Using the questions above, you can improve your writing right now. So, get started and get better!

Some helpful references:
How to write a great blog post
Article about Amazon narrative memo
How to double your writing speed (outlining)

The post 3 Critical Questions that will Improve Your Writing Skills Right Now appeared first on Platform Creator.

Some of the questions we answered:

• What is copywriting and what’s so interesting about it?

• What are some tips and strategies for taking our writing to another level?

• What is a TRUE platform?

• Things have changed recently. What hasn’t changed?

The post Interview with Jaime Jay on “How to Create a TRUE Platform…” appeared first on Platform Creator.

There are two kinds of platforms, one is the digital form, as in software like WordPress, twitter, Facebook, etc. The other is more conceptual and harder to define. Basically it’s the body of thought – principles, objectives, and discussions that you use to appeal to your customers or constituents.

One of the great benefits of having a platform is the capability to communicate clearly and consistently about the value or positive change you offer your clients. If you’re new to the process you’ll likely find it harder than expected, but there’s a process involved, and it’s vital to establishing your conceptual platform.

Some call this process “finding your voice,” but ultimately it’s not so much about finding as it is developing one’s voice. The distinction may seem subtle, but it’s key. While it’s true, that the voice you use to communicate is critical to your success;

you don’t find your voice in order to write clearly. You write – not always clearly – in order to develop your voice.

For example, my friend Tom says he needs to find his voice in the posts he writes on behalf of his moving company. The way I put it to Tom was, “You already know how to talk to your customers about moving. You know how to calm their fears and concerns, while at the same time gaining their commitment to be ready when your movers arrive.

In other words, Tom, you already have a voice. You just need to develop it.”

Tom may want to become a better writer (me too!) or come up with new, unique ways to get his points across, but these things will come as he develops his voice.

The reason this distinction is important is that if Tom thinks he’s on a voicefinding expedition, he’s liable to search for it in ways that aren’t helpful. Ways that don’t involve him sitting in front of a keyboard or a piece of paper and doing the hard work of writing and thinking.

The voice finding mentality can even be detrimental if Tom decides to wait until he’s found it to get started. At some point he just has to start, choose that first topic and begin the ongoing process of iterating and figuring out what resonates. The same is true for you.

There is a tension to not knowing exactly what it is you want to say and how to say it. But it helps to realize this tension is a natural part of the process, and not allow it to cause undue paralysis of the vocal muscles! As you begin, focus on exercising those voice muscles consistently and value that as meaningful progress.

Develop a routine for voice development training, and the results will come. Keep a schedule for this training the same way you would for training your muscles at the gym. The more regular you are, the more you will see the appreciable gains.

Those of us who were part of the phonics generation, learned to read by recognizing patterns of letters to sound out the words. It’s much the same with the process of making sentences and paragraphs make sense. It’s not entirely unlike using phonics in order to sound out the words, except it’s not just words, but sentences and paragraphs you’re sounding out for the meaning and value you want to convey. As you practice, these things will begin to take shape.

Your client has a voice too. In a very tangible sense, your voice has to be tied to theirs. You’ll need to become acutely aware of your client’s voice so that your communication can anticipate and answer their questions.

What is the main problem you solve for them? What are the opportunities your value offering make possible? What are the questions they have about that offering?

To begin, select one problem or opportunity to address, and  let’s walk through the process with one of your most basic communication formats: the blog post. As you consider the topic, make a list of the questions your post will answer. For example:

Why is this topic important?

What is the client’s current perspective of the problem, and how do I want to reframe it for them?

What’s the hard part for them in dealing with the problem?

What are some of their most common misunderstandings?

What’s next? Or, what is a practical next step they can take to address it?

Stick to this regimen. Dig deeply, and you’ll begin to gain a sense of what needs to be said and how to say it. You’ll not only begin to write more clearly, but you’ll also start to think more clearly about who your work is for and what it does for them.

Keep in mind that our first ideas are not necessarily our best ideas, so resist the impulse to see your first draft as pristine. One way to do this is to invite feedback from knowledgeable, trusted sources. Part of finding your voice is developing a sense of good taste. Feedback is vital to that process.

Remember, you already have an idea of what you want to say and how you want to say it. If you see yourself as starting from zero, you’ll be waiting to get to one before you publish. And pushing the publish button is something you need to get comfortable with from the start.

Experiment. Take risks. Early on, when your readership is small, you have the latitude to make a few mistakes. Similar to the way a voice coach might have you practice things like intonation, phrasing, and voice fluctuation, consider such things as you develop your own voice.

Perhaps most important, believe that you have something of value to say, and begin the work to make it even more valuable. More than a search, it’s a process of discovery. Somewhere – God only knows where – are the words you’re after, already in existence but not yet manifest in the world. By seeing your voice as a work in progress – a development process rather than a treasure hunt – you’ll free yourself to stop searching and start developing and discovering.

The post Why You Don’t Need to “Find Your Voice” appeared first on Platform Creator.