Real fake reviews

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Have you noticed how everything is starting to sound the same?

“This revolutionary product changed my life.”

“Highly recommend. Five stars.”
“You won’t believe this…”

“Our dedicated team is passionate about delivering exceptional outcomes.”

It’s all perfectly written. Perfect grammar. Perfect punctuation. Perfectly… forgettable.
Bleh!

We’ve become remarkably good at creating things that look authentic while feeling completely hollow.

The funny thing is, most of us can spot it from a mile away.
We know when a review has been spat out by AI. We know when an ad has been polished within an inch of its life. We know when a website is saying all the right things without actually saying anything.

Just meh!

And if we don’t spot it? Chances are we’re about to be sold something we probably didn’t need in the first place.

Technology isn’t the problem. I use AI most days. It’s brilliant for brainstorming, fixing spelling, or helping organise the chaos inside my head and add the glorious em-dash to all the text. But somewhere along the line we’ve started asking it to do the one thing it can’t.

Be human.

Be you.

Real stories have rough edges. Real businesses have personalities. Real people laugh at the wrong time, say unexpected things and have little quirks that no algorithm would ever invent.

Yes, it takes more effort to create something genuine. It takes time to understand your customers, to think of an original idea, to write in your own voice instead of borrowing someone else’s.

But that’s also why it works.

Because when every second business sounds like it was written by the same robot, the one that sounds like an actual person becomes impossible to ignore.

Photography is exactly the same.

I could create perfectly lit, technically flawless images that look like every other branding shoot on the internet. The problem is, your clients aren’t looking for perfect.

They’re looking for you.

The quiet confidence. The ridiculous laugh. The organised chaos of your workshop. The coffee stains on the notebook where your best ideas happen. The way your team interacts when nobody is trying to impress the camera.

Those are the things people connect with.

That’s why I spend far more time getting to know the people behind a business than worrying about whether someone’s left shoulder is two centimetres too high.

The best branding photographs aren’t the ones that look the most expensive.

They’re the ones where someone scrolling stops for half a second and thinks, “Who dat?”

Because in a world full of real fake reviews, genuine has become one of the rarest things you can offer.

And ironically, it’s also one of the most valuable.