Serve First, Sell Later Marketing

#80 Use AI to Create Smarter, Faster Content

• Sylvia Garibaldi • Season 1 • Episode 80

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Struggling to turn your expertise into scroll-stopping content?  In this episode of the Serve First, Sell Later Marketing Podcast, Sylvia Garibaldi breaks down the hidden gap between being brilliant at what you do… and knowing how to communicate it online. She shares a simple, actionable framework to clarify your message, write with impact, and finally connect with your audience—without ever “dumbing things down.”

Inside this episode, you’ll learn:

  •  How to use AI to fast-track your content creation (05:39)
  •  The 5 ways to simplify your content (without losing depth) (08:00)
  •  Why LinkedIn, Facebook & Instagram need different content structures (10:59)
  •  Sylvia’s step-by-step method to write clear, powerful posts (15:28)
  •  The biggest content mistakes experts make—and how to fix them (19:22)

Tune in if you’re ready to go from overthinking your posts… to building real visibility and trust with your audience.

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[00:00:00] So before you write a single word of content, before you even open a blank document, the most important question to ask yourself is, who is this really for? So as a professional, your audience isn't just the general public, right? Your, often speaking to three very specific groups. The first is potential clients who may be feeling overwhelmed, emotional, or confused.

The second are referral partners and other professionals who are looking for credibility and clarity. The third audience is the wider community who may not need your services today, but they may need them tomorrow. 

I am Sylvie Garibaldi, founder and CEO of a well-established marketing training and done-for-you services company, tailored specifically for the modern legal and financial professional worldwide. While it's taken some trial and error to figure out which methods get the best results for [00:01:00] professionals who are looking to grow their practices, fast forward to today.

My team and I have nailed down and perfected a process that has helped so many of our clients consistently achieve outstanding results and create a legacy for their practices. I created the Serve First Sell Later marketing podcast to give you simple, actionable, non-salesy and results driven marketing to grow your legal or financial practice like so many of our clients have.

If you're a lawyer, mediator, financial or divorce professional who is looking to become highly visible and wants to create a practice that makes an impact, then you're in the right place. Let's dive in.

Hello everyone and welcome back to episode number 80 of the Serve First Sell Later Marketing podcast. I'm your host, Sylvia Garibaldi. So have you ever stared at your screen trying to turn your knowledge into a social media post and ended up feeling like. Where do I begin and [00:02:00] how do I get unstuck? Well, we hear this question a lot.

So whether you're a lawyer, mediator, or divorce professional, your expertise is incredibly valuable. But I think communicating it clearly and effectively online, I. Requires a process, and that's a whole different skillset. So in this episode, we are tackling a big question. How do you simplify your content without dumbing it down and make sure it actually connects with the people you wanna help?

Because here's the truth, in today's digital world, if your message isn't clear, it gets ignored. So I wanna talk about the real challenge professionals face, which is balancing accuracy with empathy and engagement. And it's not about being correct, it's about being heard and something else to think about.

Yes, it's important to understand how your content is [00:03:00] connecting with your audience in terms of impressions, whether you got a lot of likes and comments, but really when I look at someone's content, the key question I will always ask is, is your content creating inquiries? Is it allowing you to have conversations?

I. With potential prospects, referral partners, so this is a really important thing to think about is to make sure that it's not just vanity metrics, but also that you are getting the inquiries , that you're able to convert your prospects into clients.

This is where, you know, the real challenge is, is really just understanding how do I create this content and how do I create it with consistency And so, aI tools can really help with this a lot, but only when you use them in the right way and with a bit of caution. So I'm gonna be walking through [00:04:00] how to simplify your content, how to use AI to do it, how to tailor your message for different platforms, meaning LinkedIn, Instagram, Facebook, even your blog or newsletter.

 How to write for these platforms without losing your voice or credibility. So let's dive in.

So before you write a single word of content, before you even open a blank document, the most important question to ask yourself is, who is this really for? So as a professional, your audience isn't just the general public, right? Your, often speaking to three very specific groups. The first is potential clients who may be feeling overwhelmed, emotional, or confused.

The second are referral partners and other professionals who are looking for credibility and clarity. The third audience is the wider community who may not need your services today, but they may need them tomorrow. And so here's the key. Each group responds [00:05:00] differently and so do the platforms that they spend time on.

So I wanna break this down. So let's start with LinkedIn. And this is where you build trust with peers, potential clients, and you get to showcase your thought leadership and really connect with these folks. So here people expect professional insights, industry trends, personal stories that tie back to your expertise.

That's really important. And then posts that spark conversation. So think how can I be helpful and credible at the same time? Okay. Facebook is where you connect more personally, and it's perfect for community engagement, posting simple tips, sharing success stories, and showing the heart behind what you do.

And so your audience here is often local and they're looking for reassurance. So think, how can I make this feel supportive and approachable? Instagram is all about visuals, emotion, and storytelling. And this is the platform [00:06:00] to share behind the scene moments, relatable advice and small glimpses into real life cases or client wins, and of course, respecting confidentiality at all times.

So think how can I build a connection through visual storytelling? And so the point I'm trying to make here is each platform has a different tone, a different rhythm, and a different expectation. So when you're creating content, please don't just copy and paste the same thing everywhere, because what works on LinkedIn might fall flat on Instagram and what's perfect for Facebook might feel too casual for your professional audience on LinkedIn.

So it's gonna be super important to know your audience, know your platform, and speak their language. Okay, so let's talk about something that comes up all the time with professionals I work with. And that is, how do I take what I know and explain it in a way that everyday people actually understand?

Okay? Because if you're a lawyer, [00:07:00] mediator, or divorce professional. Your world is filled with nuance, legal language, emotional complexity, and a whole lot of moving parts. I'm sure you're probably nodding your head and agreeing with me on this one because it's not always easy to simplify all of that into a post or a blog that people can instantly connect with you.

Okay. And when you add in the pressure of creating content regularly for LinkedIn, Facebook, or Instagram or your website or your YouTube, it can feel pretty overwhelming, fast. And I think that's where AI can help. But, and this is key only if you know how to use it well. So let's break this down. So by now you've probably heard of a myriad of AI tools out there.

Chat, GPT, Jasper, Grammarly, Google's Gemini, and there's so many more and they're there. To help you, and you can use it in a myriad of ways, so you [00:08:00] can come up with ideas. When you're looking at a blank screen and not sure what to write about, it can draft your version of a post or an article.

It can summarize news or explain trending topics in simpler ways. It can spot content gaps or new angles by looking at what's already out there. It can generate headlines, email, subject lines, video outlines, podcast outlines, you name , the possibilities are endless. But here's the key thing.

AI is only as good as the prompts you give it. And if you give it a vague request, like write a post about divorce, you'll likely get something generic. Robotic or just plain off brand, it simply doesn't represent your brand. But if you say something like, write a short LinkedIn post in a warm, professional tone that explains the difference between divorce, mediation, and litigation, you're gonna get something much more usable.[00:09:00]

And then you know, you're gonna think about, okay, so this version, now, does it represent my brand? Is it using the language that I'm using? Right? So there's so many different things to think about here, but you know, the first couple of drafts, can help you get started in this process. So yes, AI can save you time.

It's not gonna replace your strategy. Why? Because you still need to know. Who are you talking to? You need to know where you're sharing it. Is it LinkedIn? Instagram, your blog? Is it, um, YouTube and, and you also have to know how to ask AI for what you need and in the right sequence.

So think of it as working with a very fast assistant. If your instructions are unclear, I can guarantee you the results will be as well. So now, once you've got something from ai, the next step is to simplify it, right? Because even a good draft. Can [00:10:00] still be too complex for your audience.

And so here are five ways to do that. One is to use plain language. 

So you want to avoid legal jargon and explain concepts like you would to a friend and not a judge. So you need to ask yourself, would my client understand this on a first read? If not, you need to simplify it. Okay? You also need to keep sentences short because long sentences, slow people down. So aim for one idea per line.

 So, for example, mediation helps you talk things through litigation means going to court. One is flexible and private. The other is formal and public. Okay. So see what we've done here. It's short, it's punchy, it's clear. So. Okay. You also wanna use real life examples or analogies, so these make your content feel less like a textbook and more like a conversation.

So let's say you're explaining how parenting plans [00:11:00] work in a divorce. I. So you could say something like, think of a parenting plan, like a shared Google calendar. It tells each parent where the kids are supposed to be and when. It's not about a control, it's all about clarity.

Okay. So what we've done in this example is we've kept it simple and effective. So you also wanna make sure you're breaking it down into digestible chunks. So what I mean by this is use bullet points, numbers, or clear subheadings to walk people through your message. 

 You also wanna make sure that you match the tone to the platform.

So what sounds great on LinkedIn might not work on Instagram. So on LinkedIn you wanna aim for informative and professional, , but you still wanna humanize it on Facebook. You wanna go for warm and helpful. And on Instagram you wanna keep it visual, emotional, and personal.

 You could even ask AI to adjust tone by prompting things like, now rewrite this in a softer tone for [00:12:00] Facebook, or turn this into a more emotional caption for Instagram stories. So that's really the power of ai, but only when you're clear on what to ask for.

Okay. I hope this is making sense. . By the way, if you're finding this episode valuable, I've covered related topics in past episodes that can help deepen your understanding, so please be sure to check out these episodes. I'll drop the links in the show notes so you can easily find them. So now that we've talked about simplifying your message with the help of AI and the importance of giving it the right prompts, let's look at the next piece of the puzzle.

So how do you structure your content so it actually works on the platform that you're posting to? Because here's the reality. Even the most thoughtful, helpful pieces of content can fall really flat, especially if it's not formatted in a way that makes it easy to read and easy to [00:13:00] engage with. Because every platform, as you know, has its own style, its own rhythm, and its own expectations.

And if you want your content to connect, you've gotta speak the language of the platform. So let me break this down further. So let's start with LinkedIn. So LinkedIn is your place to show leadership expertise and perspective, but it's also a place to connect, right? You're you. You wanna connect to your audience and it's where your perspective clients, referral partners, colleagues and existing clients and past clients come to learn and connect.

So here's how to make your content shine on LinkedIn. First off is you want to use short. Paragraphs one to two lines max. So super important to keep the sentences simple and don't make them into really big paragraphs. You wanna break your post with bullet points, numbered lists to guide the reader's eye.

You wanna start with a hook, a [00:14:00] question, a bold statement, or a surprising fact that makes someone want to click or see more. Right. You wanna share a mix of content, so consider educational posts. For example, three things people get wrong about workplace mediation. You can include news commentary such as what this new ruling means for families going through divorce.

You wanna include personal stories with a message? Why did I choose to become a divorce mediator? You wanna include opinion pieces that invite discussion. So here's a bonus tip, end your post with a simple call to action. It could be a question, it could be a prompt for reflection or even just what's your experience with this, right?

Just getting people to engage and be interested in that.

Okay. So for Facebook, your content should feel really personal, approachable. It's not just about showcasing expertise, it's about building trust and being more personable , and here's how to [00:15:00] structure your content. For Facebook. Think bite-sized tips, stories, and resources.

For example, thinking of a prenup, here are three things that most couples don't realize. Okay? And you're gonna use visuals, photos, quote cards, short videos. . And so you wanna consider also using some of the tools that Facebook offers, like Facebook Live or recorded videos. , Feel free to include testimonials, anything that's gonna help you humanize your brand.

Okay. And remember, Facebook favors community buildings, so when people comment or share or respond, it keeps the conversation going. So let's talk about Instagram. So Instagram is all about capturing attention quickly through images, short videos and emotionally resonant messages. And here's how to make your content really work here.

You wanna use eye catching visuals, so maybe photos of your team. Simple infographics or calming imagery with overlaid quotes. Carousels work really [00:16:00] well you can break down a concept slide by slide, right? So there's so many things that you can do and it's important to work with the captions as well.

 So lead with a short emotional hook, use plain language and spacing for readability, and of course, end with a warm direct call to to action. Okay? So you could say something like, Hey, if this speaks to you, let's chat. My dms are always open. And don't forget to use stories and reels 'cause they're really for more casual content.

Quick tips behind the scenes, , q and As. And what I think this does is it really builds personality and helps, helps your audience feel more like they, they're getting to know you better. Of course, don't forget about engagement because engagement does matter. So respond to comments, message people, and always show up consistently.

This is super, super important, so please don't write content for social media. Write content for each platform and for the person scrolling on it. Super important. [00:17:00] So once again, for LinkedIn, it's gonna be. Professional, it's gonna be structured, it's gonna be thoughtful, but you're also going to humanize your brand.

Facebook is more friendlier, community focused and visual, and Instagram is more emotional, visual and short form All. So how do you actually sit down now and write this content without wasting hours staring at a blinking cursor? So here's a step-by-step approach, , that I think is gonna make it , pretty simple, doable, even if writing.

Isn't your favorite thing. So step one is you're gonna start with a content plan. So you're not gonna wing it every time you wanna post, because that is exhausting. , So take 30 to 60 minutes, maybe once a month, write a simple plan, and, here's how you can use AI , to help you with this. So you can ask ai, give me 10 content ideas for a family lawyer who works , in high conflict.

For example, , or help me brainstorm topics for a workplace mediator who [00:18:00] specializes in, working with big corporations. So you can turn these into a monthly content calendar with one topic per week and a format for each platform. Okay? Step two is before writing.

You wanna ask, who is this for? What do I want them to understand, feel, or do after reading it, and which platform am I writing for? Okay, those are three important questions, and then you're gonna outline the post with just a few bullet points, hook, key message, supporting detail, and call to action.

So when you do this, what it does is it keeps your message focused and it stops the rambling. Okay. Step number three is, , really the draft for each platform. So here's a quick reminder. LinkedIn is, you know, professional, educational, but also discussion friendly. Facebook is warm, approachable, community focused.

[00:19:00] Instagram is visual, personal, so start with one full version. So maybe you start with your LinkedIn version and then adjust for the others. So for example, you could take a LinkedIn post called Three Misconceptions About Mediation. That might surprise you.

And then you can ask ai, Hey, turn this LinkedIn post into a short Instagram caption or a Facebook friendly version, okay, so this saves time and really just helps you show up consistently without burning out. Okay. So step number four is really a non-negotiable, especially for professionals in law and mediation.

, And that is, you know, even if AI wrote the first draft, even the second draft, you need to review it for accuracy and compliance. You need to check the tone and make sure it sounds like you, you need to update any references if they've changed. And always keep client privacy top of mind, right?

Especially if you're using case studies and, and whatnot. But [00:20:00] you really need to make sure if you're using an AI draft, that it has to represent your brand and tone and you know, it needs to sound like you, not like everyone else, but like you. So this is why AI is becoming increasingly challenging to create material so that it does sound like you.

. So if any of you want to skip the whole writing process , and you want to understand how we can help you at SG and Associates to write your social media in your voice and tone and manner, and to actually customize it to things that you've talked about, , and what you believe in and represents your brand, then feel free to connect with me.

You can use the link in the show notes to schedule a call with me and we can have a conversation about how we can get started working together. Okay, so bottom line here is.

The more you plan ahead, the easier this becomes , with a few smart tools [00:21:00] and a repeatable process, you can write content that builds trust, shows your expertise, and makes marketing feel so much more manageable. Now let's shift into something just as important, and that is what to avoid because even great content can be weakened by common mistakes.

So I wanna talk about now what not to do. Okay? What not to do. Because even when you've got great content ideas, it's so easy to fall into habits that can confuse your audience. It can weaken your message. Just make people scroll right past your post. Okay. , So let's walk through some of the most common mistakes and how to fix them.

So, mistake number one is ignoring emotional tone. So what do I mean by that? So, yes, your content needs to be accurate and informative, but it can't be cold or robotic because. It's just not gonna land, especially for [00:22:00] clients going through emotional life events like divorce, estate planning, workplace conflict.

So please make sure your tone is empathetic, it's clear and human. I. Right. You can still be professional and relatable at the same time. Mistake number two is overusing jargon. Okay? So it's easy to fall into this trap, especially when you've been in the field for years.

But clients aren't looking for a lecture. They wanna feel understood. They want someone who can take a complex situation and explain it simply. So I want you to swap out legal phrases or technical phrases for real language. So instead of saying custodial arrangement, you're gonna say parenting schedule. See what I'm doing there? ,. I hope that's making sense. Mistake number three is forgetting the platform etiquette. Right? What works on LinkedIn might feel too formal on Instagram and what gets likes on Facebook might feel too casual on LinkedIn. And each platform [00:23:00] has its own language, its own pace, its own personality.

So before you hit post ask, does this fit the vibe of the platform I'm using? If not, you wanna tweak the format, not just the words. Okay. I hope that's making sense. So mistake number four is relying solely on ai, and this is in my estimation.

A huge one. Okay? Because let's be honest, AI is fast, but it is not flawless, right? It doesn't know your clients, it doesn't know your voice, it doesn't know your jurisdiction. It doesn't know the cases that you've worked on. It won't catch inaccuracies . So you need to use AI to help you think faster, but not to replace your thinking.

Okay? I hope that makes sense. So you wanna ask yourself. Is this something I would actually say? Does this reflect my brand and values? Would I feel comfortable if a client, colleague, or another professional [00:24:00] read this? And if the answer is no, you need to go back and revise it. Right, because it needs to represent you and your brand.

So here's the bottom line. If you've ever felt stuck trying to turn your professional knowledge into content that actually connects, you're really not alone. 'cause this is a big one. But here's the good news. It doesn't have to stay that way because in today's episode, we covered a lot of ground from knowing your audience and platform to using AI tools effectively, to structuring your message and avoiding those common pitfalls or mistakes that I just indicated.

And throughout all of it, one theme kept coming up right, and hopefully it resonated with you. Clear, authentic communication is your greatest marketing asset. It's not about writing like a professional marketer, it's about sharing what you know with empathy, simplicity, and intention so that the people who need you can actually hear you.

[00:25:00] And yes, AI can help. It can speed things up, it can give you structure. It can inspire new ideas, but. It's only as good as the prompts that you feed it right and only as powerful as the voice that you bring to it. So as you think about your next post, your next blog, your next email newsletter, start small.

I want you to pick one topic that you care about. Choose one platform use. AI to help you draft, then edit with heart. And most importantly, you need to hit the publish button, right? You need to get it out there. So remember that you're not sharing content. What you're doing is you're building trust, one clear message at a time, and you're also building your brand and thought leadership.

If today's episode helped you think differently about your content, I'd love to hear from you. Send me a message or leave me a review. , and if you're ready to start creating more consistent, compelling content, keep tuning in 'cause we've got so much more to explore. [00:26:00] So until next time, keep showing up.

Keep sharing what matters. And please don't forget that you don't have to do this perfectly. You can do it consistently. Thanks for tuning in today, and if you haven't already, make sure to subscribe so you don't miss future episodes packed with actionable strategies to grow your practice. See you in the next episode.