“Write these moments down, then write down the words that someone would type into Google or chat GPT at exactly that point.”

“Write down the five questions customers ask you most often. Then look at your website. Are those questions answered? Clearly somewhere a customer would actually see them?”

“Pretend you're your ideal customer. Start on Google, search for what you do and your suburb, click through to your site and try to get in touch. Every time you hit a moment of, hmm, where do I go now? Write it down.”

“Write down what the world looks like when you're right and when you're wrong and then keep checking does the world still…”

“With ChatGPT and Claude, AI writing is getting so good… cost basically goes down to zero.”