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Removing Friction and Using AI as a Thinking Partner with Heather Robson
What if your marketing problem isn’t traffic… but friction?
In this episode of Empowered by AI, Michelle sits down with Heather Robson, UX copywriter and content strategist, to unpack how unintentional friction in your messaging may be quietly costing you trust, clarity, and conversions.
Heather specializes in bringing user experience principles into marketing copy. Instead of assuming more visibility is the answer, she helps founders look at how people actually move through content and what happens at each step.
You’ll also hear a powerful reframe on AI. Instead of treating ChatGPT like an output machine, Heather demonstrates how to use it as a thinking partner to clarify your ideas without flattening your voice.
This episode is practical, honest, and especially relevant for women building businesses who want their marketing to feel aligned, clear, and human.
About Heather Robson
Heather Robson is a content marketer and UX copywriter who helps businesses remove friction from their messaging so the right clients can move forward with confidence. She blends user experience principles with marketing strategy to improve clarity, build trust, and strengthen the customer journey.
She works with founders and creative professionals who want messaging that feels human, intentional, and effective.
Timed Show Moments
00:00 – Welcome to Empowered by AI
Michelle introduces the episode and the focus on readiness, literacy, and taking action with AI.
01:00 – What Is UX Copywriting and Why It Matters
Heather explains how user experience principles apply to messaging and how improving clarity helps customers see where they fit and what to do next.
02:00 – The Truth About Friction
Not all friction is bad. Heather breaks down the difference between unintentional friction and qualifying friction that strengthens your funnel.
04:30 – Event Boundaries and Why People “Forget” Why They Clicked
The neuroscience behind walking into a room and forgetting why you’re there—and how that applies to landing pages and marketing transitions.
07:00 – Start with the Destination
Why marketers should think backward from the landing page instead of starting with the ad or email.
08:00 – Diagnosing Email Marketing Issues
Heather outlines the signals she looks at: open rates, click behavior, replies, segmentation, and on-page activity.
09:00 – The Three Ways Email Marketing Fails
Breaking trust
Being confusing
Being irrelevant
10:30 – Customers Don’t Follow Neat Funnels
Heather introduces the “highway” metaphor. People enter from multiple on-ramps, take side quests, and skip ahead. Your job is to make the next step clear.
13:00 – Building Trust Through Values and Voice
Why leaning into your values and clearly defining your brand voice helps you stand out in an AI-saturated world.
16:00 – Transparency as a Trust Strategy
Heather explains why saying “This is not for everyone” can actually build credibility and connection.
18:00 – Where AI Increases Friction
The risk of sounding like everyone else when you over-rely on AI for writing.
19:30 – Using AI as a Thinking Partner
Heather demonstrates her process: asking AI to interview her instead of generate the article.
21:00 – Live Demo: AI Interviews Heather
She walks through a prompt structure that helps founders clarify their own ideas before drafting.
27:00 – AI as Editor and Thought Partner
Heather shares how she uses AI to identify confusion, boredom points, and unanswered questions in her drafts.
29:00 – Protecting Your Voice in the AI Era
Why writing is thinking—and why outsourcing all of it to AI weakens your clarity.
31:00 – Where to Connect with Heather
Heather shares how to find her on LinkedIn and access her content service built for the AI landscape.
Key Takeaways
• Friction isn’t always the enemy. Unintentional friction is.
• Customers don’t follow linear journeys. Build for flexibility.
• Trust breaks when you’re confusing, irrelevant, or inconsistent.
• AI should amplify your thinking, not replace it.
• Your voice is a competitive advantage. Protect it.
Conclusion
If you’ve been feeling like your content “should” be working better, this episode is your invitation to slow down and look at clarity before chasing more traffic.
Remove friction.
Build trust.
Use AI to think better, not faster.
And if you’re part of this Empowered by AI community, don’t forget to show it.
You can check out our official merch shop here:
https://empowered-by-ai.printify.me/
Because this isn’t just a podcast.
It’s a movement of women building what’s next with intention.
If this episode resonated with you, share it with another woman building in the AI space and let me know what friction you’re removing this week.
See you next time.
View all episodes
By Michelle Muncy-SilvaWhat if your marketing problem isn’t traffic… but friction?
In this episode of Empowered by AI, Michelle sits down with Heather Robson, UX copywriter and content strategist, to unpack how unintentional friction in your messaging may be quietly costing you trust, clarity, and conversions.
Heather specializes in bringing user experience principles into marketing copy. Instead of assuming more visibility is the answer, she helps founders look at how people actually move through content and what happens at each step.
You’ll also hear a powerful reframe on AI. Instead of treating ChatGPT like an output machine, Heather demonstrates how to use it as a thinking partner to clarify your ideas without flattening your voice.
This episode is practical, honest, and especially relevant for women building businesses who want their marketing to feel aligned, clear, and human.
About Heather Robson
Heather Robson is a content marketer and UX copywriter who helps businesses remove friction from their messaging so the right clients can move forward with confidence. She blends user experience principles with marketing strategy to improve clarity, build trust, and strengthen the customer journey.
She works with founders and creative professionals who want messaging that feels human, intentional, and effective.
Timed Show Moments
00:00 – Welcome to Empowered by AI
Michelle introduces the episode and the focus on readiness, literacy, and taking action with AI.
01:00 – What Is UX Copywriting and Why It Matters
Heather explains how user experience principles apply to messaging and how improving clarity helps customers see where they fit and what to do next.
02:00 – The Truth About Friction
Not all friction is bad. Heather breaks down the difference between unintentional friction and qualifying friction that strengthens your funnel.
04:30 – Event Boundaries and Why People “Forget” Why They Clicked
The neuroscience behind walking into a room and forgetting why you’re there—and how that applies to landing pages and marketing transitions.
07:00 – Start with the Destination
Why marketers should think backward from the landing page instead of starting with the ad or email.
08:00 – Diagnosing Email Marketing Issues
Heather outlines the signals she looks at: open rates, click behavior, replies, segmentation, and on-page activity.
09:00 – The Three Ways Email Marketing Fails
Breaking trust
Being confusing
Being irrelevant
10:30 – Customers Don’t Follow Neat Funnels
Heather introduces the “highway” metaphor. People enter from multiple on-ramps, take side quests, and skip ahead. Your job is to make the next step clear.
13:00 – Building Trust Through Values and Voice
Why leaning into your values and clearly defining your brand voice helps you stand out in an AI-saturated world.
16:00 – Transparency as a Trust Strategy
Heather explains why saying “This is not for everyone” can actually build credibility and connection.
18:00 – Where AI Increases Friction
The risk of sounding like everyone else when you over-rely on AI for writing.
19:30 – Using AI as a Thinking Partner
Heather demonstrates her process: asking AI to interview her instead of generate the article.
21:00 – Live Demo: AI Interviews Heather
She walks through a prompt structure that helps founders clarify their own ideas before drafting.
27:00 – AI as Editor and Thought Partner
Heather shares how she uses AI to identify confusion, boredom points, and unanswered questions in her drafts.
29:00 – Protecting Your Voice in the AI Era
Why writing is thinking—and why outsourcing all of it to AI weakens your clarity.
31:00 – Where to Connect with Heather
Heather shares how to find her on LinkedIn and access her content service built for the AI landscape.
Key Takeaways
• Friction isn’t always the enemy. Unintentional friction is.
• Customers don’t follow linear journeys. Build for flexibility.
• Trust breaks when you’re confusing, irrelevant, or inconsistent.
• AI should amplify your thinking, not replace it.
• Your voice is a competitive advantage. Protect it.
Conclusion
If you’ve been feeling like your content “should” be working better, this episode is your invitation to slow down and look at clarity before chasing more traffic.
Remove friction.
Build trust.
Use AI to think better, not faster.
And if you’re part of this Empowered by AI community, don’t forget to show it.
You can check out our official merch shop here:
https://empowered-by-ai.printify.me/
Because this isn’t just a podcast.
It’s a movement of women building what’s next with intention.
If this episode resonated with you, share it with another woman building in the AI space and let me know what friction you’re removing this week.
See you next time.