Today I’m talking with Sarah Cook, a copywriter and former naturopathic doctor who helps health and wellness practitioners create marketing that sounds like them, without burning themselves out in the process.

And we’re diving into a conversation that is on everyone’s minds in the past few weeks, including:

• The recent panic over AI watermarks, including what’s happening with Claude, what these watermarks actually mean, and whether to change the way you’re using AI in your marketing.
• How to decide where your own line is with AI, based on your values, your audience, and what feels aligned with your integrity, instead of simply following what everyone else says you should or shouldn’t do.
• Why Sarah doesn’t recommend completely automating your content creation, and how too much automation can strip away the specificity and personality that make your marketing effective.
• A practical example of using AI to make marketing dramatically easier while still keeping the ideas, stories, expertise, and perspective genuinely yours.

This is a really thoughtful, practical conversation about finding the place where AI supports your marketing without replacing you in it.

Show Notes:

• Sarah's Free Download
• Sarah's website: wellnesswriter.com
• Instagram: @sarahcook.wellnesswriter
• Michelle's Marketing Breakthrough Audit

💚 Today’s episode is sponsored by Faire Wholesale.

Last year, I interviewed some acupuncturists who told me they were making enough money from retail to pay their clinic rent, and I immediately thought, WOW, I want to try that.

So I started experimenting with retail in my own acupuncture practice using Faire, and last year we brought in just over $4,000 in retail sales. My goal is still to see if we can eventually pay our clinic rent with retail alone.

We’re not selling expensive products. We don’t have a sales pitch. People buy while they’re waiting for their appointment, or at checkout. Some of our bestsellers are $5 notebooks, magnetic bookmarks, stickers, earrings, and cute hair claws.

Faire makes it really easy to experiment because many brands have low first-order minimums, plus free returns for 60 days on your first order with each brand.

I’ve also written blog posts sharing the exact products that are selling in my clinic right now, so I’ll link those in the show notes along with my Faire link.

And if you’re new to Faire, use code AMS10 for 10% off your first order over $400. You absolutely don’t have to spend $400 to get started. Most people start under $100. But that code is there is you need it.

Check out Faire Wholesale here.

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