MHM#45 Imperfect, human content is your superpower

We can’t escape the online world. Whether it’s a website, directory, social media, news site, or even AI platforms like ChatGPT, the internet has become our primary, and often our only, source of information. It’s the tool we turn to for guidance, to decide what to choose (and what to avoid), and to feel confident that we’re making informed decisions for ourselves and the people we love.

But with the rise of AI, and AI getting more life-like every day, who do we trust? How do we know what’s real? What content genuinely has our best interests at heart? It’s becoming increasingly difficult to distinguish what hasn’t been fabricated or manipulated. Polls show that fewer than half of people trust what they read online these days, and nearly eight in ten say it’s becoming harder to distinguish between human and AI-created content.

Social media feeds are already being flooded with AI-generated images, posts, and even influencers who don’t actually exist. In one Times Square poll, most people couldn’t even tell the difference between AI influencers and real ones. Mia Zelu, an Instagram influencer, has 167,000 followers, with each post receiving huge engagement, with thousands of likes and hundreds of comments. Mia, however, is not real. She is AI-generated. 

As a therapist, it can feel daunting to know how to compete with this flood of AI content, especially as a solo therapist when you’re just one person wearing all the practice hats. 

Most conversations about AI content focus on issues such as originality, plagiarism, or copyright. And yes, these are important, but they can also distract us from another issue: oversimplification.

AI is built to predict patterns based on what’s already out there. By design, it streamlines complexity into something cleaner, more repeatable, and more scalable. But what we gain in speed and volume, we lose in emotional accuracy and the texture and nuance that make content feel human. The rough edges of human emotion get smoothed into a clean, almost mechanical experience that feels less genuine and real.

As a solo therapist, this creates an opportunity to cut through this over-produced, less human content and connect with prospective clients. 

The wave of AI-generated content has only just begun, but already, people are craving the unpolished, imperfect content that feels unmistakably human. They want to see content created by real humans who see them, who get them, who are genuine experts in helping them, and who truly care about their wellbeing. Authentic, genuine connections build trust, and trust gives a prospective client the confidence to take that next step and book an appointment. 

Niche down — really niche down — and share why you’re passionate about working with that specific group. Write website content like a human, as if you’re talking directly to your ideal client. Reflect back the nuances of their experience to show you truly understand.

Take the leap and get on Instagram. Create videos that help prospective clients connect with you. Let them see that you truly understand them, let them get a sense of your personality, and feel what a session with you might be like. Show them why you’re passionate about helping people just like them. Let them see that you’re not afraid to advocate for them and why you care so deeply about mental health and the issues you focus on.

And above all, give yourself permission to show up as your imperfectly perfect self. 

If you're needing support to grow your practice, you're welcome to join the priority list for Marketing School for Solo Therapists.