How I work
A real person doing the work — with AI behind it.
The interesting thing about AI isn’t the volume. It’s that one person can now do work that actually fits your business, and stay close enough to get the judgment right.
Who I work with.
Owner-led service businesses in Southern Ontario: recruiting, accounting, law, trades, advisory. Usually small enough that the owner is still the one making the marketing calls, and after practical help without handing the whole thing to an agency.
Some arrive with a site that isn’t earning its keep. Some arrive with nothing but a Facebook page and twenty years of referrals, which is a perfectly good place to start from. What they have in common is that nobody in the building wakes up thinking about marketing.
What changed
AI changed what one person can do.
AI used to mean more of everything: more output, more volume. The more interesting shift is quieter. One person can now do work that’s genuinely shaped to how you operate, instead of a template with your name dropped into it.
That’s the opening for a smaller company: marketing that actually understands what you do, without paying for the overhead that usually comes with it.
This site is the example. Every page is built the way I’d build yours, including the AI-visibility work, which I run on my own site and publish the results of, misses included.
What the AI does, and what I do
I’m not hiding the AI. It’s how the work stays affordable.
AI-assisted marketing means the repetitive production runs on AI, and a person makes the judgment calls.
The AI handles the volume
- First drafts and variations
- Research passes and first cuts
- The repetitive production work that used to eat the budget
I handle the judgment
- What’s actually worth saying
- Whether it sounds like you, and whether it’s true
- The decisions and the relationship that need a person who knows your business
What you’re paying for is the part that can’t be automated: the judgment and the attention. The AI just means the hours that work used to cost aren’t on your bill.
How we’d work together
It works best as a partnership.
Hand me a brief and wait, and you’ll get something worse than we could have made together. The best work happens when you bring what only you know: your customers, your business, what’s worked and what hasn’t. I bring the build and the systems behind it.
The goal is for this to be one less thing you carry.
Why only a few clients
A few clients at a time, on purpose.
I keep the number of clients small on purpose. You work directly with the person doing the work, rather than an account manager relaying messages, and I stay close enough to it to make sure it’s actually good. I’m directing the AI, not handing the work over to it.
The trade-off is that there isn’t always room to start right away, and some projects are a poor fit. So we’d begin with a conversation about whether this one is, for both of us, before anyone commits to anything.
— Colin
See if I’m a fit.
The first step is a free scorecard on your current site, or just a note. Whichever’s easier.
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