AI Content That Sounds Like You | Louis Swart
Louis Swart of IronBrij shows coaches and SMB owners how to use AI to create content that actually sounds like them,and build six months of posts in one focused hour.
Host: Bernie Franzgrote
Louis Swart of IronBrij shows coaches and SMB owners how to use AI to create six months of content in one hour — without losing their real voice.
GROWTH CATEGORY: AI & Automation
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You sit down to post something and what comes out sounds like a brochure. You delete it, tell yourself you will try again tomorrow, and tomorrow never comes. Louis Swart spent 35 years building and selling companies — and then built IronBrij to fix exactly that. In this episode of Knack 4 Business, Louis shows coaches and business owners how to capture their real voice inside AI and walk away with six months of content in one focused hour.
Watch the full conversation here
Who This Is For
Coaches, consultants, and SMB owners who know they should be posting more consistently but keep running out of time, words, or confidence that what they write actually sounds like them.
Key Lessons
1. Your message is the product.
Louis opens with a number that lands hard: 84% of businesses fail in the first two years. In most cases it is not the service. It is the messaging. If your ideal client cannot see themselves in what you write, they scroll past it. Clarity of message comes before consistency of posting — not the other way around.
2. AI learns your voice — if you give it your language.
Louis's process starts with conversation, not commands. He gets clients to talk to AI about their values, their stories, and their business over a few focused sessions. The AI builds a real picture of who they are and how they speak. When Louis read AI-generated content back to one client, she started crying. Then a second client did the same thing the same week. The content did not sound like a robot — it sounded more like her than anything she had written herself.
3. Delegate before you think you are ready.
Most owners wait until they are drowning before they hand something off. Louis says that is the wrong sequence. Every time he brought on someone new — in his own businesses or with his clients — the business jumped a level. Not because of extra capacity. Because the owner got their head back. Hand off the content process before it becomes one more thing you feel guilty about skipping.
Practical Steps
- Talk to your AI — do not type at it. Open ChatGPT or Claude, click the voice icon, and spend 15 minutes telling it about your values, your clients, and the story behind what you do. Do it again tomorrow. By day three you will have a working voice profile that makes every piece of content sharper.
- Find your avatar's four corners. Before you write a post, name your ideal client's top two fears, top two frustrations, top two desires, and top two dreams. Every piece of content should speak to at least one of those eight things. If it does not, it is filler.
- Build stories, not just tips. Louis teaches clients to attach every concept to a story — not an abstract point. The three-sticks-tied-together parable from this episode will outlast any stat you heard today. Use AI to find the story that makes your concept stick. — Descript is the tool I use to edit audio and repurpose content fast. —
About the Guest
Louis Swart is the founder of IronBrij and a business coach for coaches. With over 35 years of experience building and selling companies — including one with 450 staff and $35M in turnover — Louis helps coaches and business owners beat burnout, delegate with confidence, and use AI to create content that sounds exactly like them. He is a published author, NLP master practitioner, and top 50 finalist in the Next Top Speaker competition. Book his 6 Months of Content in 1 Hour session directly.
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Partners on this episode
Profit10™ — The Partner Program for coaches and advisors. Turn your discovery calls into paid advisory conversations. Take the free Snapshot and see the tool from the client's side first.
WebIndexer — Turn your website into a 24/7 client-facing assistant. See it live on knack4business.com.
Gentry Learning — Fred Crouch's real estate education platform. Courses, listings, Investor Club, free newsletter.
FAQ
Q: Do I need technical skills to use AI for content creation?
No. Louis's whole point is that modern AI understands plain language. You do not need to know prompting technique — you need to know your story. Talk to it the way you would talk to a colleague across a table.
Q: What if the AI content still sounds generic?
That means you have not given it enough of your language yet. The more you talk to it about your values, your clients, and your real stories — the more specific the output becomes. Generic input gives you generic output. That is the whole game.
Q: When is the right time to start using AI for content?
Louis's answer: any stage, but the sooner the better. Most business owners wait until they are overwhelmed. Starting early means the AI learns your voice while your business is still growing — not after you have burned out trying to do everything yourself.
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