The uncanny valley of founder content
Readers can’t always articulate why a post feels off, but they feel it. Hedged claims, evenly spaced bullet points, the same three transition phrases. It signals ‘assembled,’ not ‘written.’
What voice actually is
- The opinions you repeat in every sales call.
- The phrases you use that no one else in your category does.
- The specific examples you reach for when you’re explaining your work to a friend.
“Voice isn’t style. It’s evidence that a real person, with real opinions, is on the other end of the post.”
Why human-in-the-loop wins
AI is a great first-pass writer and a terrible final editor. The fastest way to ship content that sounds like you is to let AI compress the long-form, then let a human strip the model out of it.
Test it on yourself
Read your last AI draft out loud. If you’d never say it that way on a call, your audience won’t believe you said it in a post.
Written by Far Mash
Founder of Contentreach. Helps B2B founders turn long-form thinking into a steady stream of authority-building posts.