Stop Automating The Wrong Damn Things

Your customers want less of your robots, more of you.

I see it everywhere. Small business owners automating everything they can get their hands on, then wondering why their engagement feels hollow and their customers seem distant.

Here's what nobody tells you about automation: the goal isn't to remove yourself from your business. It's to remove yourself from the right parts so you can show up fully for what actually matters.

After transitioning from VP of Operations to running my own business, I've learned that 88% of small business marketers recognize increased customer demands, but most are automating backwards. They're removing their personality from the places where it creates the most value.

Let me show you how to fix that.

The Real Automation Question

The question isn't whether to automate. It's what deserves your human touch versus what doesn't.

I've watched business owners automate their customer responses while manually scheduling every single social media post. They'll use chatbots for sales conversations but personally respond to every email about invoicing.

That's backwards.

Your customers don't need you to manually send invoices. They need you to understand their actual problems and create solutions that work.

My Framework for Smart Automation Decisions

When I'm deciding what to automate for my clients or in my own business, I run everything through three filters:

Does this task require emotional intelligence?

Customer complaints, sales conversations, content that reflects your brand voice. These need your human touch. 75% of employees prefer human interaction over chatbots, and your customers feel the same way.

Is this task repetitive with clear rules?

Scheduling posts, sending follow-up sequences, generating reports, organizing files. Perfect candidates for automation. 73% of IT leaders report automation saves about 50% of their time on these types of tasks.

Does this task showcase what makes you different?

Your unique perspective, your problem-solving approach, your ability to see what others miss. Never automate these. This is where your value lives.

What I Automate (And What I Don't)

I automate the mechanics:
- Social media scheduling
- Client onboarding sequences
- Invoice generation and follow-ups
- Basic analytics reporting
- File organization and backup

I keep human:
- Content creation and strategy
- Client communication and check-ins
- Problem-solving and troubleshooting
- Relationship building
- Anything that requires reading between the lines

The difference? Automation handles the busywork so I can focus on the work that actually moves the needle for my clients.

How to Implement This Without Losing Your Mind

Start with one category at a time.

Pick the most time-consuming repetitive task you do weekly. For most of my clients, it's social media scheduling or email follow-ups. Automate that first.

Test before you commit.

Set up your automation but monitor it closely for the first month. Make sure it sounds like you and serves your customers the way you would.

Create human touchpoints.

Even in automated sequences, build in opportunities for real interaction. Ask questions that require thoughtful responses. Invite people to reply directly to you.

Set boundaries around your automated responses.

If someone replies to an automated email, respond personally within 24 hours. If a chatbot can't solve a problem, escalate to human support immediately.

The Real Cost of Automating Everything

I've seen business owners automate themselves right out of relationships with their customers. They become so efficient that they become invisible.

Your customers aren't buying your efficiency. They're buying your expertise, your perspective, your ability to solve problems they can't solve themselves.

Automation should amplify that, not replace it.

Making the Switch

Here's how to audit your current automation and fix what's broken:

List everything you currently automate. Include social media, email responses, customer service, content creation, and administrative tasks.

For each item, ask: Does this showcase my expertise or handle busywork? If it showcases expertise, consider bringing it back to human control. If it handles busywork, keep it automated.

Identify gaps where you're manually doing repetitive work. These are your next automation opportunities.

Test one change per month. Don't overhaul everything at once. Make gradual adjustments and measure the impact on both your time and customer satisfaction.

The goal is to automate the routine so you can focus on the remarkable.

Your Next Step

Pick one thing you're currently doing manually that fits the "repetitive with clear rules" category. Set up automation for it this week.

Then pick one thing you've automated that requires emotional intelligence or showcases your expertise. Bring that back under your direct control.

Your customers will notice the difference. And so will your business results.

The strongest businesses aren't the most automated. They're the most strategic about where they apply their human touch and where they let technology handle the rest.

Stop automating everything. Start automating the right things.

Thanks for reading! If this hit home, you can find more support, strategy, and social media sanity at rachelgetsitdone.com or come say hi on Instagram @rachelgetsitdone. I’d love to connect.