You Can Only Market to the Willing!

Problem:

It’s easy to put your marketing messages “out there”, but you can’t make people listen.

What’s happening and why:

As easy as it has become for companies to push out large volumes of low-quality content, such as emails and blogs, people are probably still not paying attention. The issue is that your audience still has a choice whether or not they engage with it. So, what’s a company to do?

How to fix it:

Here’s the bad news. It’s not an easy problem to overcome. To really get people to listen, you need to provide something your audience values. There are no quick fixes or shortcuts. The sustainable way to attract potential new customers is to engage on their terms and, in some way, be helpful. So, what are the real problems your customers deal with that you help them overcome? Be specific and honest, and make THAT the basis of your next marketing campaign. Nothing else matters.

I had good and bad experiences with ChatGPT this week. I was comparing two prospect lists and needed to know which companies were NOT on both. I asked ChatGPT how to do it in Excel… and the “simple” written steps it suggested didn’t work. But then I uploaded the files into ChatGPT, and it did the work for me. The point? Sometimes it’s better to straight-up tell AI to DO something and not just ask HOW to do it.

AI for marketing is here to stay, but how it’s used continues to evolve. There are signs that marketing teams are tiring of the low quality of a lot of “AI slop” and recognizing that AI is best used as a tool within their content creation process and not a quick way to create the finished product. No AI knows your market and customers as well as your company does, but it can get the ideas flowing at the beginning of your process. AI = tool, not a solution.