I was sitting at my desk, staring out of the window.I had just come off another call with a lead. On paper, it was a good conversation. They were interested, engaged, and asking sensible questions.And yet the same thought hit me again... Why is this so hard?Not the work itself. It was the explaining that drained me.Every call felt like starting from zero. I had to reframe what I did, restate the outcomes, and fill in gaps that should not have existed in the first place.I had traffic. I had plenty of it. But sales still dragged.Everything relied on follow-up, memory, and me being fully “on” every single time. That kind of friction is expensive.It costs sanity.It costs time.It costs money.Once I noticed it, I could not ignore it.The problem was not leads or effort. It was friction between what I understood and what the business was actually communicating to prospects.So I stopped trying to sell harder and instead, I started fixing the gaps.I fixed the language. I fixed the moments where people hesitated, got confused, or needed reassurance before moving forward.The thinking went into the copy first. Then it went into the systems. Then it went into automation and AI so that the business did not rely on me holding everything together.There were fewer explanations and movement from interest to action became cleaner and more predictable.I had finally made it easy for people to say yes.If this feels familiar, and sales feel heavier than they should despite decent traffic, do not add more noise.Start by finding the friction.If you want a second pair of eyes on where things are sticking, send me a message and I will ask a few questions that usually surface it quickly.

Aaron Caister

Financial services copywriter for SMEs who hate writing. Get conversion copy that puts more £££ in your pocket | Linkedin profile optimisation, blogs, web copy & emails to get you noticed.

Time is money.
And that's never more true than when you're a one-person business trying to wear all the hats at the same time.
When you aren't working directly with your clients, your time is going into tasks you'd rather not be doing:

Content marketing
Sales strategy
Managing finances
Dealing with staffing issues.

The list goes on.

AI can help with many of these areas, freeing you up to work on the bits you LOVE doing.

I've switched from writing using my brain only (OK perhaps with a bit of Google research too) to AI-assisted writing.

What does that mean for me? 

I use AI for planning, structuring, brainstorming, challenging my ideas, outlining, drafting, editing and summarising.

What does that mean for you?

You get more, better quality content than before because I can be more efficient when I work alongside an AI tool.

I'll be launching an AI Success Hub this summer for small business owners who want to use AI tools to become more efficient but don't have the time, knowledge or motivation to learn prompt engineering. The prompt library will contain a range of detailed, thoroughly tested AI prompts across a range of business areas including, strategy, finance, sales, marketing, HR, admin, risk management etc.

In the meantime, ask me for my freebie - 'Work Less, Achieve More: 6 strategic AI prompts to save, time, money and frustration. I'll add you to my email list for future prompts (unless you prefer not to, no worries).

If you'd rather offload your content creation, I offer AI-assisted retainer packages for SEO blogs and social posts starting at £300/m.

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The Battle

Aaron Caister

✏️Michelle Eshkeri (ACMA)

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