| In recent newsletters, I’ve encouraged you to differentiate yourself by searching for and striking out those nasty platitudes that infest the marketing of most businesses, and replace them with facts and figures that uniquely describe you and your business.
When you share the human-side of your business in a way that is interesting and believable and compelling, you begin to win the hearts, minds and wallets of your prospects.
Well thank goodness for AI, because AI can do all that for us, right?
Well, not exactly.
As expected, when every business owner (and employee and marketing department and college intern) gets their hands on AI, the output can be prolific.
A little too prolific, in fact.
Now we see uncountable blogs, videos, social media posts, and e-mail nurture campaigns showing up in all kinds of places. Occasionally humorous (like funny rap, or the Sasquatch videos), but mostly standard, generic stuff, such as “Top Tips For Maintaining Your Pool…”
You’ll feel proud at first, because you’re posting so much more than you ever did before. But so is everyone else. Proud. And posting more than ever before.
Before long, we’ve got 10,000 takes on the exact same thing.
Now everyone is saturated with an overwhelming, unending volume of mediocre AI-generated content. Your message is lost in an unending sea of AI-attempts to help you stand out.
Now your differentiation isn’t differentiation at all. And everyone starts to sound the same. Again.
Sure, this AI-generated content is probably better-written than the old, tired platitudes. But since EVERYONE’S using it, it’s brought us back to the place where everyone looks and sounds the same.
The homeowner STILL can’t tell the difference between you and your competitors, because AI made you ALL sound great.
So once again, the buying choice comes down to price. The cheapest builder wins.
That is NOT the market position I want you to be in. You need to stand out from the competition, and be recognized as the superior choice. But you won’t get there if you’re relying on AI.
Homeowners are increasingly numb to messages that feel generic, polished, or manufactured. The market wants to see your human side.
It’s time to inject your personality, your story, your quirks, your voice. AI can help you improve clarity and eliminate fluff, so you might start with AI as a first draft. But you must aggressively strive to move yourself away from that AI-center as fast as possible. Talk about things that AI wouldn’t think of, or would be afraid to talk about.
Show us the emotional truths that drive your company. Show us behind-the-scenes humanity. Not just the perfectly-posed team photos, but also the messy team, covered in mud, working in the rain, anything to make you stand out from the boring ordinary.
When we’re saturated with AI-generated content, people will be desperately craving authenticity. Do what AI can’t do. Be real.
PROVE you’re not AI by using REAL photos (not stock or AI-generated), and tell real stories, and share real opinions and experiences. Talk like the human you are.
The most effective content will sound like it was written by a real human with specific experience in this industry.
To your success!
PS: Want more “HUMAN” in your marketing? That’s what we do. |
