Open your feed and scroll aesthetic ads for sixty seconds. Same offer structure, same soft neutral palette, same “Botox special, $12 a unit, book now.” The copy is interchangeable. Swap the logo and no one would notice.
This is what people mean when they say AI ruined marketing. It didn’t. What ruined it was pasting “write me a Botox promo” into an LLM and shipping the first thing it returned.
I am one of the biggest proponents of AI in this industry. I use it in design, in paid social, in ad copy. The problem is never the tool. The problem is the input. When you give a model nothing about who you are, it hands back the median of every med spa ad ever written. In a market this saturated, the median is invisible.
A model writes from what it is fed. Give it a one-line request and it fills the gaps with the most average version of your category. That average is the exact thing a differentiated practice cannot afford to sound like.
Here is what most practices skip. Before AI writes a single line, it needs three inputs.
Voice
How you actually sound. The words your best provider uses in the room. If you cannot describe your voice, the model defaults to generic upscale wellness, and so does every competitor using the same shortcut.
Position
Who you are for and what you are known for. A membership-model practice in a luxury market and a high-volume injectable clinic should never run the same ad. Your positioning is the thing the model cannot guess.
Proof
The specifics that make you credible. Provider credentials, real results, the number of treatments performed, the thing you do that no one down the street does. Specificity is what separates your ad from the wallpaper.
Feed the model those three things, and the same tool that produced commodity copy starts producing something only you could have published.
The tell is easy to spot once you know it. Price-led, no point of view, could belong to any practice in any city. That ad is not cheap because AI wrote it. It is cheap because no one told the AI who the practice was.
If you want the version you can use today, here is the input I give any model before it writes a single ad. Fill in the brackets and keep it on file.
THE PROMPT
You are writing ad copy for my aesthetic practice. Use only the inputs below. Do not add generic wellness language.
VOICE: How we sound in three to five words, plus one real sentence our best provider would say to a patient. [fill in]
POSITION: Who we are for, and the one thing we are known for that the practice down the street is not. [fill in]
PROOF: Credentials, years in practice, number of treatments performed, and one specific result we can stand behind. [fill in]
OFFER: The treatment, the price or promotion, and the single action I want the reader to take. [fill in]
Now write three ad variations. Every line must sound like it could only have come from my practice. Do not lead with price unless price is our actual differentiator.
If I were auditing your marketing today, I would not start by asking which tool you use. I would ask what you feed it. The practices winning with AI are not the ones with the best prompts. They are the ones who did the brand work first, then handed the model something worth writing from.
AI should make you sound more like yourself, not less. When it makes you sound like everyone else, that is not the technology failing. That is a missing input.