AI Tools for Small Business Owners (Without the Brain Melt)
You’ve probably heard the hype. AI this, ChatGPT that. Maybe you tried it once and it called you “esteemed user” for no reason. Or your nephew swears Claude is the future and Gemini is so smart it’s creepy.
Meanwhile, you’re over here juggling stock orders, chasing invoices and trying to write a decent social post without crying into your keyboard.
Good news. AI isn’t here to replace you. It’s here to make you look like you’ve got a 10-person marketing team on speed dial. The trick is knowing which tool does what, when not to use them, and how to get them to sound like you (not a robot from 2011).
Let’s get into it. No fluff. No jargon. No weird acronyms. And definitely no em dashes. (PS, this is an emdash: “—”)
What is ChatGPT?
ChatGPT is the chatty one. Built by OpenAI, it’s the go-to for writing just about anything. Think blogs, captions, emails, product descriptions, polite but firm payment reminders... you name it.
Best for:
Writing social media posts
Drafting blogs and email copy
Explaining stuff in plain English
Customer replies
Not great for:
Highly accurate facts or real-time info (it can make things up with confidence)
Legal or technical content where detail matters
Why use it:
It’s brilliant at writing like a human. And if you ask nicely, it can write like you. Add your tone and tweak the prompts for spot-on results.
Words to avoid in your prompt: align, empower, utilise, I am excited, best-in-class, unlock the power of. Just say what you mean. Be clear. Be direct.
Prompt template:
"Write a WhatsApp reply to a customer asking about prices. Keep it short, friendly and helpful. I’m casual but professional."
What is Gemini?
Gemini is Google’s AI. It lives comfortably inside Google Workspace, which makes it great if you already live in Gmail, Docs or Sheets.
Best for:
Google Ads suggestions
Analysing data or spreadsheets
Accurate info and summaries
Keyword suggestions from search data
Not great for:
Creative writing or tone-heavy copy
Long-form content (gets a bit dry)
Why use it:
It’s good with data and facts. If you want a content outline, keyword ideas, or help with writing something technical, Gemini will behave. It’s less chatty, more get-to-the-point.
Prompt template:
"Create a Google ad headline and description for a mobile car wash business. Emphasise same day bookings and eco friendly cleaning."
What is Claude?
Claude is like the quiet genius. It’s created by Anthropic and flies under the radar, but it’s surprisingly sharp. Claude is excellent with longer, more serious tasks. Think policies, long guides or rewriting dry documents into something a human could actually read.
Best for:
Summarising or rewriting long documents
Professional or technical writing
Legal text, contracts, policies
Blog posts that need a polished tone
Not great for:
Fun, casual social media stuff
Jokes, memes, or anything needing a playful voice
Why use it:
When accuracy and structure matter, Claude delivers. If you want something polished and professional, especially in a more serious industry, this is your go-to.
Prompt template:
"Rewrite this service agreement in plain English but keep it professional and accurate."
What About SEO? Do I Need It?
Short answer: yes. Long answer: no, you don’t need to do it all yourself.
SEO (Search Engine Optimisation) helps your website show up when someone Googles "emergency electrician near me" or "best cupcakes in town".
Here’s what AI can do for you:
ChatGPT can suggest blog topics based on popular searches
It can write your blog post with the right keywords
It can optimise your page titles, meta descriptions and FAQs
You don’t need to learn SEO. You don’t need to understand keywords or metadata. Just say:
"Give me 5 blog ideas to help me rank for 'event planning tips' and write the first one. My tone is confident, local and warm."
ChatGPT will do the rest.
A Quick Word on AI Images
AI tools like Canva AI, DALL•E and Adobe Firefly can turn text into pictures. Even if you don’t have a design bone in your body, these tools can generate product shots, social media graphics or even logos.
Prompt idea:
"Create an image of a dog in a salon wearing a towel and sunglasses. Make it look funny and high end."
Got brand colours? Add them. Want it to match a campaign? Just say so. These tools will keep refining until it looks right.
My advice?
AI image generation can be… tricky. It doesn’t always do what you want and can take ages if you’re on the free plans (as, let’s face it, most of us are). It’s fantastic if you’re in a run or on a long journey and quickly voice note ChatGPT and tell it to create a poster with your logo, colours, font etc and then it does it’s work while you’re driving (obviously, you won’t be looking at your phone and you’ll do the prompt before getting in the car…right??). That way, if it doesn’t work, it’s not the end of the world. If it does, you were ‘working’ while you weren’t. It’s a game-changer…
But it is fallible.
Often it’ll time out and not actually produce something. Refresh the page and it may show, it may not.
Often this will happen so much, that you run out of free prompts.
Often, it will create the weirdest of things, with greek lettering, a random part of your logo and, if it is legible, it makes absolutely no sense.
Here me out:
Canva is a much better option when you have time, the templates are there, it’s drag and drop - it couldn’t be easier. It’s far more reliable.
When AI Gets It Wrong
AI is helpful, not perfect.
Here’s what to watch out for:
ChatGPT sometimes invents things. Great for creative writing, not great for news updates or medical facts.
Gemini is accurate, but boring. It’s better for structure than tone.
Claude can sound overly formal. Ideal for B2B, not banter.
Always read what it gives you. Tweak it. Make it sound like you. And remember, it’s a tool, not a replacement.
Make AI Sound Like You
Your tone matters. It’s how your customers recognise you. If you’re relaxed, a bit cheeky, and straight talking, your content should reflect that.
Tell the AI exactly what you sound like.
Prompt template:
"Write a blog post in my voice: casual, smart, slightly cheeky but helpful. Make it sound like something I'd say in person."
Or: "Take this paragraph and rewrite it so it sounds like me. My tone is fun, informal and no nonsense."
You can even feed it past messages or posts and ask it to match the tone.
Bonus Prompt Templates
For social posts: "Write an Instagram caption for a home-based nail tech. Mention specials for this week and keep it light and funny."
For emails: "Draft a reminder email for a client who missed their appointment. Friendly but clear."
For blogs: "Create a blog outline for a pet grooming service. I want to rank for 'dog groomer tips' and sound like I know my stuff."
For landing pages: "Write a simple, persuasive landing page for my online baking course. Emphasise it’s beginner friendly and fun."
Stop Using These Words, Please
If you want your AI-generated content to sound human and actually connect with people, you need to tell it what not to say.
Here are the biggest offenders. Delete these from your prompts and your brand tone forever:
“I’m excited to…” You’re not. And no one believes it.
“Aligns with our values” AI uses this everywhere. It’s too common to sound real.
“Facilitate”, “navigate”, “empower”, “leverage” These aren’t words real humans use unless they’re in corporate comms.
“Unveils”, “embarks”, “drives growth” It’s not 2012. Avoid.
Any emdash (—) People can spot this a mile off. Even if scholars still use them, most readers associate emdashes with AI-generated content. Use full stops or commas instead.
Tell your AI what to avoid. Be clear:
❝Write this in plain English. No jargon. No emdashes. Avoid words like aligns, empowers, facilitates or unveils.❞
Your content should sound like you, not like ChatGPT trying to impress a conference room.
One More Thing
AI isn’t just for developers or marketing nerds. It’s for small business owners who don’t have the time to write five Instagram posts, four email replies and a full blog before lunch.
Let it do the boring stuff. You focus on your customers.
I’ll Show You, But I Won’t Do It For You (OK, I will if you ask nicely)
I can help teach you how to use AI the right way. I’ll show you how to get content that actually sounds like your business and gets people to trust you. But I don’t usually do it for you. You’re the expert on your business. AI’s just your sidekick.
Want me to help you get started? Let’s chat.
Book a free 15-minute session and I’ll help you spot one quick win for your business this week.
📅 Book your free 15-minute fix
📥 Or download the 30 Day Kick-Start your Marketing Checklist…for free.
WhatsApp: 067 601 0605
Email: sez@sezdg.com