Don’t let your business become just another “AI avatar.” Your community wants to connect with you—the real person behind the newsletter. Share real stories, real wins, and real struggles. That’s what makes your content valuable and different from all the AI noise out there.

 

He warns about “AI burnout”—when people get tired of fake, generic content and start looking for something authentic. The newsletters and media companies that will win are the ones that are known in their town, their niche, or their group for being real and personal.

 

Instead of doing all the work yourself, Chad encourages building a system—a “machine”—with the right processes and helpers (like VAs). Focus on the strategy and the goal, but don’t get stuck doing every little thing. And when you put content out, don’t just throw it out there—make sure it’s something you’re proud of.

 

He also points out that marketing is getting “smaller” for us. That means it’s more about tight, real communities than trying to reach everyone. Find a niche where people care, where you can get followers for a good price, and where you can share news, issues, and stories that matter.

"AI cannot replace a value you bring... AI can make up a story but it’s not real. There will be an AI 'burnout.' Create a real media company that your town knows. Create the community."

 

"Connections with YOUR people need to be YOU not an 'avatar.' Real content about real people."

 

"Marketing is going to get smaller for us. Understand the strategy and understand the goal but don’t do the work. Have the right processes, right people (VA’s) and build the system and build the machine."

 

"Get things out there like 'bleeah.' Don’t just throw it out there, throw it up. Look for a niche with good follower cost and good content."

 

Chad’s advice: Be real, build your community, and use smart systems to share your story. That’s how you’ll stand out in a world full of AI noise.