Tools of the Trade
The tools I actually use and recommend
There are thousands of tools out there, and most of them you will never need. This is the short list - tested in my own business and my clients' real work. No filler, and nothing here just because it's shiny.
Last updated: 5 July 2026. A few links below are marked Affiliate link - if you sign up through one, I may earn a small commission at no extra cost to you. I only recommend tools I genuinely use and rate, affiliate or not.
AI assistants
Beginner-friendly AI
ChatGPT
The friendliest all-rounder - a conversational assistant for drafting, brainstorming, summarising and thinking out loud.
Why I rate it: If you only try one AI tool, make it this one. It's where I start every beginner.
Claude
Another excellent conversational AI, particularly strong with longer documents and careful, natural writing.
Why I rate it: Worth knowing once you're comfortable - many people end up preferring its writing style.
Gemini
Google's AI assistant, built right into Gmail, Docs, Sheets and the rest of Google Workspace.
Why I rate it: If your business already lives inside Google - Gmail, Docs, Drive - Gemini meets you exactly where you already are.
Copilot
Microsoft's AI assistant, built into Word, Outlook, Teams and the rest of Microsoft 365.
Why I rate it: The natural fit for government organisations and any business already running on Microsoft 365 - it works inside tools your team and your IT policies already trust.
NotebookLM
A free Google tool that builds an AI assistant around your own documents - with answers that cite exactly where they came from.
Why I rate it: The tool I demonstrate most in workshops. Brilliant for procedures, research and turning your document pile into something useful.
MagaiAffiliate link
One subscription that gives you access to ChatGPT, Claude, Gemini and other leading AI models in one place - for both text and image output.
Why I rate it: A cost-effective way to use multiple LLMs without paying for a separate subscription to each one.
Not sure which one is right for you? I wrote a plain-English guide to exactly that question- or we can work it out together in a workshop.
Say it, don't type it
Voice tools
ElevenLabs
AI that turns written text into natural-sounding speech - and can even recreate a voice, including your own.
Why I rate it: Handy for video voiceovers, audio versions of your content, or a consistent 'voice' for your brand without booking a studio.
Wispr FlowAffiliate link
Dictation software that turns your spoken words into clean, properly punctuated text - in emails, documents, anywhere you type.
Why I rate it: If typing slows you down, this is the fastest way I know to get your thoughts out of your head and onto the page.
Reels, TikToks and everything between
Video tools
CapCut
A free, easy video editing app built for social media - trimming, captions, transitions, the lot. Available on your phone and as a website.
Why I rate it: The simplest starting point for editing Reels and TikToks, no experience required.
Instagram Edits
Instagram's own free video editing app for your phone, built specifically for creating Reels.
Why I rate it: If Reels are your main game, this keeps everything in one Instagram-owned app from filming to posting.
DescriptAffiliate link
Video and podcast editing that works like a word processor - you edit the video by editing the transcript.
Why I rate it: A genuine time-saver if you record video or podcasts regularly and want editing that doesn't require a technical brain.
For getting seen
Design & social basics
Canva
Drag-and-drop design for social posts, flyers, presentations and just about everything else - now with handy AI features built in.
Why I rate it: The single biggest design time-saver for small business, full stop.
Meta Business Suite
Facebook and Instagram's own free hub for scheduling posts, reading messages and checking what's working.
Why I rate it: If Facebook or Instagram matter to your business, this is base camp - free and official.
Post once, everywhere
Social media scheduling
AgoraPulse
A social media scheduling and inbox tool - plan and publish posts across platforms, and reply to messages and comments in one place.
Why I rate it: Saves you logging into five different apps a day. Great for businesses posting regularly across multiple platforms.
Look polished, fast
Presentations & documents
GammaAffiliate link
AI that builds polished presentations, documents and web pages for you - just describe what you need.
Why I rate it: Brilliant for pulling together a professional-looking deck or one-page proposal in minutes, not hours.
Answer messages while you sleep
Automation & chat
ManyChatAffiliate link
A tool for building automated Messenger and Instagram chat replies - so common questions get answered instantly, any time of day.
Why I rate it: I've been using this since before 'AI' was a buzzword. Still one of the simplest ways to save time on repetitive messages.
Tools change fast - this page is kept deliberately short and current. If something disappears from this list, it's because I stopped recommending it.
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