Everywhere you turn, there is another shiny new tool promising AI marketing for Fire and Security companies like yours.
“Just press a button,” they say.
“We will create your blogs, socials and content calendar while you have a cuppa.”
If only.
We have tested them. Properly. On both Lollipop marketing content and for the real Fire and Security businesses who are our clients. Installers and manufacturers who sell to installers. And here is the truth…
Generic AI Marketing Tools Are NOT Built for Fire and Security
Most of them were trained on content from the general internet. From maintstream sectors like finance or generic tech.
Not on NSI Gold accreditations. Not on CCTV towers. Not on Passive Fire systems or regulated compliance checks.
So when they try to write about what YOU do, you get vague waffle, half-right facts and tone-deaf content that just won’t cut it with your clients or prospects.
One tool, for example, suggested a Fire and Security company write about “home decor trends” when prompted for “intruder alarm content”. Helpful, right?
Content Creation Tools Sound Ideal – Especially When You Are Short on Time
We get it. You are flat out. Installers barely have time to invoice, let alone market themselves.
And these tools sound ideal. Marketers are time-poor too, which is exactly why we test them.
But here is the kicker: we have really high standards. And these tools? They are powered by an AI that is essentially the average of the internet.
The Lollies do not do average.
Neither do our clients.
You are the best in your field. You care about the little things: precision, compliance and messaging. You can be bothered to get it right. That is why we only use tools that work with you, not instead of you.
You Still Need to Understand Your Messaging
These tools cannot read your mind. They only work as well as what you put in. And, yes, you do need to put a whole load of information INTO any tool before it can spit out something worthwhile.
If you do not already know:
- Who your content is for
- What your tone of voice is
- What your business does better than the rest
- How your services really work
…then the output will be just as fuzzy and generic as the input.
Even with the best prompts, the output still needs your voice and your judgement. You are not avoiding the work; you are just moving it further down the line.
It’s Not “Set and Forget”
You still have to do the work
- Choose the right prompts
- Upload and resize your own images
- Check every line for tone, fact and fit
- Edit so it sounds like you and makes sense for Fire & Security
- Double check to spot technical mistakes and avoid compliance issues
Which begs the question… if you’re still doing all that… what are you really saving?
The Pros (Yes, There ARE Some
Let us be fair. AI tools do have some strengths:
- Overcoming blank page syndrome
- Speeding up drafts if you already know what you want to say
- Creating outlines or variations of ideas you already understand
- Editing and tightening human-written posts
But replacing an expert human? Especially one who knows Fire and Security? Not even close.
What Good Content Actually Needs
- Industry-specific knowledge
- A clear message and target audience
- A human tone that builds trust and credibility
- Real images and examples from your business
- Experience-based insights that can’t be faked
So if you’ve tried these tools and felt like the output just didn’t “land”—you’re not imagining it.
Your audience can tell.
If you want content that actually works?
It needs a human who knows your industry… not just another AI content factory.
That is why the Lollies don’t just use AI tools blindly. We build our own, with human checks and balances baked in, with the humans shaping outputs based on years of sector expertise… and with your brand voice and industry regulations at the heart.
We know your time is limited.
But so is your client’s patience for poor, vague content.
It is your reputation on the line, not the tool’s.
One false step you might get away with, two doesn’t look good but three makes you look very silly… and silly doesn’t sell B2B
Want AI Marketing for Fire and Security… So What Should You Do Next?
You Need More Than Just a Tool
Good marketing is never just about pushing a button.
Success depends on having the right skills behind the scenes. You need marketing skills to assess if the message is right, writing skills to edit the output, design skills to create imagery and the time to do all of that – on top of working out how the tool even operates.
At Lollipop, we combine smarter tools with real Fire and Security expertise and human judgement, so your marketing sounds like you, fits your brand and earns your audience’s trust.
Ready to stop wasting time on tools that were never built for your business?
Have a chat with Jo and see the difference the right expertise makes.
Click the link below to have a chat with Jo and see how we can help you stand out properly.
Struggling to get enough of the Right enquiries?
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