We just dropped a new episode of the Human-First AI Marketing® podcast featuring Charlie Van Derven—fractional CMO, LinkedIn whisperer, and someone who knows that trust doesn’t come from a prompt.
We talked about what happens when small business owners use AI to cut corners instead of build credibility. Spoiler alert: it shows. People can smell canned content from a mile away. AI can’t shake hands, and it definitely can’t build relationships the way a real human can.
Here’s what stood out from our conversation, and what every SMB owner, marketer, and advisor should take to heart.
9 Human-First Lessons from Charlie Van Derven
1. AI is your co-pilot, not your closer.
Charlie put it best: “AI helps with efficiency, but not with empathy.” You can use AI to write your newsletter or summarize a webinar, but when it’s time to build trust, only a human can close the loop.
2. You win when everyone else sounds the same.
AI-generated content is everywhere now. Most of it? Bland. Repetitive. Forgettable. That means a little authenticity goes a long way. If you’re willing to sound like yourself, you’re already different.
3. Webinars are underrated trust engines.
Charlie’s team uses webinars not just to teach but to measure attention. If someone shows up, they’re leaning in. If they stay until the end, your next move shouldn’t be more content, but a conversation.
4. LinkedIn is for humans, not highlights.
If your entire LinkedIn strategy is “post three times a week and hope,” you’re leaving money (and relationships) on the table. Charlie recommends scanning someone’s profile, asking a meaningful question, and starting a conversation, not just collecting connections.
5. A strong email list beats social algorithms.
Social platforms are noisy and unpredictable. Your email list? That’s your owned audience. Keep it clean, keep it targeted, and use it to share consistent, relevant value. It’s still the best channel for conversions.
6. CRM isn’t just a database. It’s your sales radar.
Knowing who opened your last three emails and visited your site twice this week is gold. AI can help flag those warm leads, but it’s up to you to follow up with a message that actually sounds like you.
7. Trigger events matter more than timing.
People don’t buy financial advice or B2B services on impulse. They buy when something shifts. A new job. A big life change. A business sale. Trust compounds over time so you’re top of mind when the time is right.
8. Required content ≠ inspired content.
AI helps you check the necessary boxes, but don’t confuse that with content that actually moves the needle. Inspired content starts with your point of view, not a prompt.
9. You can’t outsource trust.
You can automate a lot, but not everything. If your content sounds like everyone else’s… your audience will assume it was written by someone (or something) that doesn’t know them. AI is fast, but trust is still slow.
Final Thought: Trust is the New Funnel
If you’re in a high-trust, high-value business (like most of our clients) you’re not selling widgets or coupons. You’re selling transformation. You’re selling safety, confidence, peace of mind. That means your content needs to reflect that level of care and craft.
Charlie’s approach to content isn’t flashy. It’s foundational. And it aligns perfectly with our A9^Factor framework here at Avenue9:
- Augment your content with AI but keep your voice.
- Use automation to free up time, then invest that time back into relationships.
- Practice scaling trust and not just traffic.
Finally, the next time you go to launch a campaign, send an email, or build a lead magnet, ask yourself:
Would a real human believe this… or does it read like an AI trying to pass as one?
