Social media marketing Archives - Jim Connolly Marketing

The stupid game

By Jim Connolly | July 13, 2026

You want to get noticed in a non-stop world. Great! I’m going to show you how to get started.

First, I want to share something weird with you.

Did you know that using AI on a task as simple as writing a pretend essay, can negatively impact your brain?

Here’s some background. Plus, why a less mentioned side of AI, contributes to all the look-a-like junk out there… and how YOU can cut through it!

The weird

A scientific study at MIT, scanned the brains of volunteers in a simple test. One group of volunteers was asked to use ChatGPT to help them write an essay. Another group was asked to write the essay without AI.

Despite how simple the task was, the EEG scans of those using AI for the task showed poorer judgement, reduced brain engagement and memory loss, where they couldn’t remember key parts of their essay.

All of that came from one, easy, zero pressure task.

Now imagine a business owner, using AI regularly across stressful, important, commercial tasks. Such as: strategy development, strategic planning, project notes, reports for clients, marketing copy, advertising, graphic design, social content.

I know many, many businesses that rely on AI for all or most of the above. And many more, who rely so heavily on AI, that almost every written word they publish is AI or AI, plus light, human editing.

The ‘voice’ of businesses like these have been silenced, or are being silenced. Very little human input. No uniqueness. HUMAN SLOP!

Nothing to see, worth seeing.

Nothing to read, worth reading.

Nothing to say, worth hearing.

Why does that even matter? Because our uniqueness is all you and I have!

The stupid game

Everyone’s trying to find the perfect social platform for them to make a big impact.

Everyone’s convinced they need a personal brand, when all that does is make them even less visible. These people conform to a predictable, personal branding recipe. They emerge somewhat synthetic. Lacking their uniqueness. Camouflaged.

Everyone’s using AI.

Everyone’s trying to beat the algorithm.

Everyone’s attempting to create the best prompts.

Everyone’s testing hashtags.

Everyone’s optimizing their content, their photos, their marketing copy, their subject lines, their titles, their message, their timings for mailings, articles and posts.

Everyone’s trying to get noticed… just like everyone else.

Thankfully

Some people are cutting through that cheap, nasty, unhealthy noise.

And they’re actually getting noticed. Ironically, that’s the very thing the busy, directionless, confused masses are working tirelessly to achieve.

How are those people getting noticed?

By refusing to play the stupid game.

Instead.

They embrace organic. They make space for analogue. As in, face-to-face human interactions.
They refuse to become part of the nonsense, which causes human slop.
They keep their minds sharp, by using them.
They publish or post when they have something to contribute. Something useful. Something they created.
They focus on people. Not algorithms.
They build systems for their business, not prompts for their AIs.

You are enough.

And the more people playing the stupid game, the more visible you become.

Just by being YOU. And letting the right people learn who YOU are.

Is your business one of the 50% that prospects now avoid? Probably!

By Jim Connolly | May 30, 2026

Anti AI, Avoid AI business, Business AI content, AI pushback

Photo by Polina Tankilevitch on Pexels.com

Are you getting fewer and fewer customer enquiries? Did you assume it’s mostly down to the economy?

It’s entirely possible that most, or almost all of this, is because half your prospects are now eager to avoid you.

This is big.

Let’s go!

As everyone reading this will have noticed, posts on LinkedIn have started to sound increasingly familiar. The same is true of the messages you see on social platforms and even in flyers.

As you know, this is down to the mainstream use of AI for content and copy. Most of you will be using it, as small business owners were very early adopters.

I recommend you stop.

Here’s why.

Deep, dangerous camouflage

Regular readers will know that when small business owners in the same industry offer a similar range of services, charged similar prices, etc., it camouflages them. In short: they sound so similar, that none stood out.

THIS IS SO MUCH WORSE!

Around a year ago, the camouflage became even worse for their business. And in the past few months, it’s become full-on dangerous.

That’s because just as you quickly spot content written by AI, so can your prospects. You no longer offer similar(ish) services, prices, etc., to your competitors you offer them with an AI voice, just like they do.

Danger?

No. DEEP danger!

You, your business and your services have now relocated into the AI bucket. This bucket contains businesses of every stripe, which consumers identify as sounding familiar to each other. You’re in there with pest control, accountancy, roofing, web design, bars… everything giving off that familiar messaging signal.

Why is this massive problem getting even worse?

50%, (and growing) of prospects will avoid you

For around a year, AI marketing messaging was a minority thing. As usage increased, people started to look out for it. Now, we’re unconsciously looking for ‘tells’ whenever we read content. We’re spotting it, without even trying.

We’re also witnessing a huge, and growing, AI pushback. In March, an AI survey from Gartner found 68% of people frequently wonder whether the AI content and information they see is real! Your prospects simply do not trust it.

And in that same survey above, 50% of people said they prefer NOT to give their business to brands using it. This number is growing.

As I wrote recently, on it’s own, AI content (not copywriting) looks okay. It reads fine, too. That’s why millions and millions of small business owners use it daily. And no one ever thinks THEIR AI copy looks like AI. After all, they edited it. Probably unaware EVERYONE edits it.

Here’s the thing: AI copy is everywhere, always with that familiarity… it’s putting your business into a group that’s being avoided. It’s causing prospects to consider if what you’re saying is even real.

It’s your decision, but I recommend you get out of that group.

Keep your messaging human.

Use AI where it works for you, turning a 1-hour boring task into a 10-second breeze.

But for goodness sake, make your connection with your marketplace human and trusted. That’s where the GROWING demand is.

Give your best ideas away for free. Here’s why

By Jim Connolly | May 12, 2026

What I’m about to share with you may sound a little counter-intuitive. It isn’t. In fact, it could help you achieve breakthrough results.

Allow me to explain.

I come across the following problem a lot. Mainly from service providers, who are struggling to attract new clients with their content marketing.

Their primary concern looks something like this.

I know I need to provide good, free advice via my content. But surely if I give my best ideas away for free, no one will pay to hire me?

I’ve already explained why you should be stingy with your time, but not your ideas. However, there’s another, excellent reason why you should provide outstanding, free advice.

And it’s this

Think for a moment about the alternative.

Imagine you publish newsletters, videos, a blog or a podcast. Now let’s also imagine that instead of sharing great advice, you share weaker information. Average stuff. Nothing special. Nothing that really stands out.

Guess what?

You’ve just given your marketplace a weak, low-impact insight into your work. You’ve painted a lousy picture of how good you are.

So, not only will people be highly unlikely to hire you, they’ll also be unlikely to share your newsletters, videos, podcasts, blog posts or subscribe to you.

That’s a huge lose, lose.

No. It’s actually a lose, lose, lose, because you’ll also be damaging your reputation as a knowledgeable professional. Ouch!

Here’s what really happens when you give great free advice

Firstly, we have the freebie hunters
Yes, freebie hunters will gobble up all your free advice. It’s what they do… acting like a vacuum cleaner, sucking up anything that’s free.

But that doesn’t lose you a penny.

Why?

Because freebie hunters were never going to hire you anyway. These people are the dabblers. The DIYers. So, they were never a prospective client.

Secondly, we have the givers
These are a subset of genuine, prospective clients. Yes, they’ll take your free advice and do the work themselves… but unlike the freebie hunters, they appreciate the value you bring. So, when they value your work. They will subscribe. They will share your work with their contacts. That’s how the most successful content marketing successful spreads. Also, I know from experience that many of them will later hire you.

Thirdly, we have professionals, who respect their time
They love the peace-of-mind that comes from getting expert help. They value professionalism. These prospective clients will hire you, so you can do the job properly for them.

How do I know with 100% certainty that this works?

Simple: it’s how I grew my own business.

Your social media is sending an important message

By Jim Connolly | April 27, 2026

marketing, social media message, reputation,

Photo by Patrick Fore

Even when you’re not posting, your social media is speaking on your behalf.

Every update you’ve shared. Every comment you’ve made. Every worry you’ve voiced out loud to your followers. It’s all there. And people are reading it right now. These could include your prospective clients (or customers), your current clients and your contacts.

So, the question isn’t whether your social media is sending a message of you. It is. The question is: what type of message is it sending?

Here’s what we know

Prospects hire people they trust. And they trust people who sound confident, motivated and successful.

When a business owner feeds their social media with anxious posts about the economy, a drop in business or their concerns about the future, they spook prospects.

Nobody hires an anxious consultant, trainer, designer or photographer. They call the providers who are enthusiastic. The ones who radiate optimism and enthusiasm.

The image you project is the client you attract

I want you to imagine something. Imagine you’re looking at two providers on social media. Both provide a service you’re in the market for.

One posts regularly about what’s possible. Their ideas, opportunities and enthusiasm.

The other posts about how hard things are, how uncertain the market feels, how the economy needs to improve soon.

They charge similar rates. They offer a similar service. Who do you contact?

It’s a no-brainer. The upbeat business owner attracts prospects because enthusiasm is contagious, and confidence builds trust. Your prospects want to work with someone who is focused on making things better.

This isn’t about pretending

It’s not about faking it. Everyone knows that business can be tough sometimes. And some days can be a real challenge.

But there’s a world of difference between being honest and sounding like you’re about to go broke!

You can acknowledge challenges without broadcasting anxiety, publicising every setback or being frequently negative.

Even when you’re going through a challenging time, share the positives you’re focusing on.

Talk about what you’re developing. Share what your clients are achieving. Tell people what excites you and what opportunities you see. Talk about the future as if it’s worth looking forward to. Because for a well-run business, it is.

And in doing so, people will see you through a positive, constructive lens. Including those in the market for a service just like yours.

Do a quick audit. Right now

It’s easy. Go back through your last 60-days of social media posts. Read them as if you’re a prospective client seeing them for the first time.

Do they make you want to get in touch, or do they make you want to look elsewhere?

If the answer isn’t what you wanted, that’s useful feedback. It means you know exactly what to change.

So, start today my friend. One new post. Upbeat. Useful. The kind of thing that makes someone reading it think: this person knows what they’re doing, where they’re going, and I’d like to work with them.

Your next client is watching. Give them a reason to reach out to you.

Stop: Don’t hide the bad stuff

By Jim Connolly | January 25, 2026

Photo by Francisco De Legarreta C.

You’re reading about a product or service.

It sounds amazing.

Then you spot it!

You spot the dreaded *asterisk. And your heart sinks.

You know you’re about to be disappointed. You’re about to discover the exclusions, restrictions, omissions and conditions, which means that offer isn’t as good as they said it was.

They could have told you the truth without hiding it behind the asterisk. However, they deliberately chose not to. They intentionally concealed it from you, hoping you wouldn’t dig deeper. And in a split second, they’ve totally changed how you feel about them.

You wonder what else they’re hiding from you.

Your guard is up.

Your trust is diminished. Perhaps totally diminished.

The asterisk risk

If a business owner feels they need to hide something behind an asterisk, there are always better alternatives.

The most effective alternative, is to make the product or service as good as you said. This eliminates the need for an asterisk. Plus, it simultaneously pumps more value into your offering, making it more attractive and giving you a huge competitive advantage.

Another powerful alternative is to openly state, in honest and clear language, exactly what you’re offering. And include whatever would have been behind the asterisk, out in the open. Here’s an example of what that could look like.

Imagine it’s an introductory deal, offering your service at a reduced price for the first 3 months. Rather than quote the introductory price (and hide the fact it increases after 3 months, behind an asterisk), tell them up front. Let people know that you’re so confident they’ll love your service, you’re offering it at a super-low discount, so they can discover for themselves, why it’s outstanding value at the regular price.

There’s another reason for adopting a transparent approach to your marketing.

And it’s a biggie, too.

Social networks give your prospects a powerful voice. That voice can either be used to tell everyone how great you are, or how disappointed they are. Thankfully, you get to choose the kind of experience that’s being shared.

Not only does transparency start to work immediately, it’s also a proven way to build an outstanding reputation in the long-term.

The weird

The stupid game

Thankfully

Deep, dangerous camouflage

50%, (and growing) of prospects will avoid you

And it’s this

Here’s what really happens when you give great free advice

Here’s what we know

The image you project is the client you attract

This isn’t about pretending

Do a quick audit. Right now

Stop

Start

The asterisk risk