The Great Content Marketing Shift
Welcome to the Great Content Marketing Shift…
If you’re posting a lot of content out there on social media or on YouTube, and you feel like you’re tossing it out into the black hole of space, never to be seen or heard from again…
I know that can be frustrating. Especially when you have all these “flavor-of-the-month” gurus telling you that artificial intelligence is the way.
“With this stuff, you can level the playing field! You can shorten your learning curve. You can now do in 15 minutes what used to take you an entire day!”
I hear it all the time. And a lot of people are buying into it hook, line, and sinker. But there’s something that’s starting to become evident as this AI revolution unfolds.
Even with people trying to humanize their AI content…
… it’s all starting to just kind of sound the same. The same ideas…
… The same topics…
… The same dumb mannerisms and grammatical choices.
More and more I think that the average person in your market is becoming a little disenfranchised with all the content out there.
That is to say it’s starting to fall on deaf ears.
You see, as easy as it has become to create nice looking content for people…
…the influx of “nice looking content” has literally created a sea of clones, and copies of copies, and a seriously diluted narrative.
And because of it the content marketing game is shifting.
What is considered actual value is changing. What it takes to get someone’s attention is changing.
The market is starving for creativity. Actual originality. New ideas and unique perspectives.
These things are NOT being dumped on the market.
Content marketing is shifting out there right now.
Maybe in the future this time will be known as “The Great Content Marketing Shift…”
…But whatever the case, it’s become harder than ever to actually get people to pay attention to what you’re saying out there on the internet right now.
I want to show you exactly how to cut through the noise…
… And get people paying attention to you.
I’m not saying it’s going to be easy. And you will almost assuredly have to step outside of your comfort zone…
…but if you want to really start getting results with your content marketing…
… buckle up Dorothy, because Kansas is going bye-bye.
Lesson 1: The Genuine Article
The easiest thing you can do, and perhaps the most effective thing that you can do, is to be yourself.
When you are creating content…
…are you speaking, are you writing, like you would be if you were talking to your best friend hanging out in the garage, fixing the car?
Or writing a letter to your favorite brother or your mom?
Is THAT what it sounds like when you’re creating content on the internet?
When you are trying to sell something, is it something you’d recommend to your non-tech savvy grandma if she was interested in your niche?
If not, you have to ask yourself, who you’re pretending to be.
Is the content that you’re putting out there the same kind of advice you’d give to your son if he was getting into the same niche that you were in?
As I said previously, the internet is flooding over with AI generated content.
It all kind of sounds the same.
It sounds exactly like what you think it maybe should sound like. And because there’s so much of that, no one’s paying attention.
One of the biggest things you can do to stand out is to develop your true voice.
Write the way you would talk to a friend. Record your videos the way you would have a conversation with a buddy.
Ernest Hemingway once said, “All you have to do is write one true sentence. Write the truest sentence that you know…”
He was talking about the crossroads of writer’s block and doubt when he wrote that, but it has never been more relevant than it is right now.
Drop the posturing. Drop the pretense. Embrace the casual demeanor of a confidant.
But above all when you’re putting content out there, whether it’s free or paid content…
…move with a dedicated intention to be yourself. No one else is going to be a better version of you than you.
That is your biggest advantage when it comes to differentiation in this world where everyone can create pretty “high-quality” content.
Now you’re probably reading this report and you’re thinking, “Did you just tell me to be myself?”
And the answer is, yes I did.
And I wish it was as simple as that. But unfortunately when we talk about being “The genuine article…”
…we do have to take this a little bit deeper.
The Genuine Article: Part 2…
I know, I know…
I gave you the most basic advice, didn’t I?
“Be myself?”
You might have been hoping for some high level, whiz-bang ninja hack that I pulled out of my hat like a back room magician…
…but no. This all starts with getting comfortable, just being yourself.
Now, I want to expand upon that a little bit, because like most things in life, what appears pretty simple at first generally has nuance to it.
Being yourself is no different. Now we’re getting a little bit deeper into that …
Lesson 2: The Genuine Article Part 2
It’s all well and good to be yourself in your content. But which “self” are we talking about here?
Are we talking about the “you” that talks to your parents when you visit?
Or are we talking about the “you” who talks to your buddy on the weekends, while watching the game?
Are we talking about the “you” speaking to your wife on date night?
Or the “you” when you’re talking to your boss at a business meeting?
I think we can agree that all of those would be “you,” of course…but slightly altered versions of you.
The truth is you have all these personality traits, and depending on who you’re speaking with…
…different traits get elevated.
When you talk to your boss at work, maybe your sense of professionalism takes over. It’s still “you” without a doubt, but your sense of professionalism is a little elevated in that scenario.
When you’re talking to your mom or your dad, maybe you’re at your most vulnerable. Maybe you’ve now assumed the role of student looking for wisdom and guidance from one of your original teachers in life.
When you talk to your wife, maybe your sense of charm and your sense of leadership become elevated. Maybe you talk to her like you can only talk to someone you were in love with.
And in each of those cases it’s still you…
… it’s just that you’re different personality traits sort of rise and fall depending on the context of the situation that you’re in.
So let’s bring this back to your online business. When I say be yourself in your content, I’m saying it’s up to you to decide what that is.
What is the version of you that’s going to represent your online business?
I’m not telling you to be a fake person.
I’m telling you to define how you’re going to act when you’re publishing content for your online ventures.
You figured out how you were going to act at work around your boss.
You figured out how you were going to act around your parents.
You figured out how you were going to act around your friends, and your wife.
Is it any different, that you would need to figure out how you’re going to act around the people you were choosing to help with your online business?
Your customers?
You have to decide what that version of you looks like. And choose to elevate that version of you consistently when you’re putting out your content.
It’s not a persona.
It’s not a fake version of you.
It’s just the part of you that you choose to put on display when promoting your business.
So think about your character traits. Think about your personality. And think about which aspects of your personality…
…that you want to put on display when you’re putting this content out there for people.
At the same time remember, you can’t be this artificial professional robot. AI has that covered. It’s all over the place.
You have to find a way to connect with people on a personal level. So you have to put yourself out there a little bit.
And these ideas I’m talking to you about now are leaning further into the genuine article.
This thing helps anxiety?
You ever wonder how something like the fidget spinner becomes popular?
I mean granted, it was a fad, and its popularity really only lasted a few months but still…
…for a minute, that darn fidget spinner took over the world!
How does something like that happen?
Well without getting all analytical about it we can pretty much surmise that one person thought it was cool, and they told somebody else who in turn thought it was cool…
… And a few more people saw them, and they thought it was cool…and a little word of mouth later…
…Bibbidi bobbidi BOOM! You now have a mega fad on your hands.
But a lot of that comes from word of mouth right?
A whole lot of people thinking something’s cool for whatever reason, whether it has actual value or not…
…literally put the fidget spinner on top for a little while.
But when it comes to standing out with your content, whether paid or free…
… You can also use that kind of social proof to your advantage.
Lesson 3: Social Proof pt 1.
Now you might notice that I said “social proof part 1” up there? That’s because this concept of social proof has two sides to it. Like a lucky coin.
First I want to dive into part one of social proof. The focus?
Customers.
You should be keeping some kind of record, log book, journal, folder on your desktop…
… Whatever works for you…
… Of all the nice things that your customers, your audience, your tribe, your followers, anyone who pays attention to what you have to say…
…when they say something nice about you via email or social media or comment on one of your YouTube videos…
… Or via any other means, you want to record that. Screen capture it, make a note of it, save it in the folder, plan to use it in your marketing.
Of course, make sure you get permission from the person who said it first, but gather these nice things that people say.
That’s social proof.
Actual screen captures work best because it actually shows that someone said it. It works better than just you repeating something someone said, recreating it…
…and leaving people to wonder if you’re just making the stuff up or not.
This kind of social proof is surprisingly not too hard to manufacture. All you need to do, is when someone opts into your list to get your free thing…
… Or when someone buys something from you…
In your first follow-up email offer them a second bonus thing in exchange for their feedback.
Let them know you’re looking for feedback not only to improve your products but also if they enjoyed your products you’re looking for testimonials to use on your sales pages.
The key here is to be very transparent with what you’re trying to do.
This kind of system basically sets up an automatic feedback loop that will just continue to generate feedback for you…
…as people will generally offer you feedback because they want that free bonus. You’ve incentivized them.
Now why does social proof matter so much right now?
I mean, a few years ago I would have told you not to worry about the social proof. You didn’t need it. You could sell plenty of products without it.
But things are different now.
The great content marketing shift is upon us. People don’t know what’s real and what’s not real anymore. They question everything that’s out there.
Did AI write this?
Is this a real video or did AI do this?
Am I really talking to someone from customer support, or am I talking to an AI?
These are the kinds of things that are banging around the average person’s head in any given niche right now on the internet.
People are fed up with AI, and it’s everywhere.
You know, the end user never asked to deal with a bunch of AI. The end customer never asked to buy a bunch of info products written by robots. Or read a bunch of articles written by Chat GPT.
In fact, they probably feel a little cheated out of their time, if and when they find out.
The thing fueling AI is the vendors and the business folks trying to SELL to the end user. They are using it to speed up their processes and take massive short cuts.
But the end user?
Well, they are still looking for the genuine article.
And social proof from your customers, and from your followers…
…is a big sign that you ARE, in fact, the genuine article.
So put a system in place, and start collecting some feedback.
The OTHER kind of Social Proof…
I’ll tell you…
…I know a guy who collects a very specific kind of feedback. I mean he gets tons of testimonials from his customers…
…but none of those testimonials ever make it to a sales page or his marketing in any way shape or form.
There’s only one kind of feedback and testimonial that this guy ever uses.
It’s a very powerful form of feedback. It’s a massive indicator that you are the genuine article and I’m about to tell you what it is right now…
Lesson 4: Social Proof pt2.
So the person I’m talking about only collects feedback from mentors, people with a lot of influence themselves, celebrities, well known figures, etc.
Feedback from people like this is much harder to come by.
You basically have to form some kind of networking relationship with the person. And you have to prove to them that you actually know what the heck you’re doing.
Now of course that’s not too difficult if you actually know what you’re doing, but these are not normal people.
These are people who have a reputation. When they give you a recommendation, or leave positive feedback, or a testimonial…
…that’s almost like a stamp of approval from someone who has massive influence over a wide group of people.
Listen, if you get Frank Kern to say that you’re a great copywriter…
… Well that’s kind of like the United States of America saying that you have a formidable military.
Or Walmart saying that you’re their fiercest competitor.
It carries a lot of weight.
So when people hit your sales page and they see a testimonial like that, it’s almost like celebrity by association.
They might not know who you are, but they know who that person is. And if they’re willing to deal with you then you must be okay.
I found that one of the best ways to build some kind of relationship with people like this is through interviews. If you can get an interview with one of them, that alone is celebrity by association.
However, if you interview someone, well that opens the door to build upon that relationship and possibly get the testimonial you’re looking for.
These kinds of social proofs are much harder to acquire than customer social proofs. So what I say is to work on both of these styles of social proof.
The customer social proof will come easier, but you got to work on the celebrity stuff too.
The people with more influence carry a lot of weight when they say nice things about you. And that’s going to help you grow your customer base…
…your opportunities, your network…
…and ultimately, just make you more money.
So this is the part where I know a lot of people reading this are going to get a little uncomfortable with the idea of reaching out to people and asking for interviews.
And listen, I don’t blame you.
I know a lot of people don’t like to talk to strangers. A lot of people get nervous dealing with other people.
And a lot of times, people don’t come online so they can be Captain Socialite…
… I get it.
But remember what I said before.
I was going to show you the way. Some of it might be uncomfortable. What works is what works.
And what works doesn’t care if you are uncomfortable or not.
Rock solid, early and often…
You know, there’s one thing when it comes to standing out and creating differentiation in your market that has stood the test of time.
It’s never really changed.
Lesson 5: Consistent and Congruent
The next thing you can do to really stand out today is show up consistently and congruently.
Don’t get me wrong, AI is plenty good at showing up consistently. You already know that. You’ve got people out there automating everything from emails…
…to social media posts to…
Well, let’s face it, some of these guys would automate going to the bathroom if they could, lol…
But enough about that.
Showing up consistently is not enough. That just gets you a seat at the table.
You also have to show up congruently. And that ties into what we were talking about a few emails ago with the genuine article.
You have to figure out who you are online in your space, and show up regularly as that person.
I’m talking about being prolific and impactful.
It’s simple for me to explain it, harder for you to execute it, but extremely effective when done right.
The National Enquirer was one of the most popular publications in the world at one point. They were simultaneously loved and hated by society.
How did they achieve such massive success? Even though they were considered sleazy and manipulative?
Easy. They showed up consistently and congruently for years.
Same stories about UFOs kidnapping babies, Bigfoot bowling in the White House, and Elvis being spotted at a local diner in backwater North Carolina.
Love them or hate them, they stayed congruent and consistent. Week after week.
Show up consistently and congruently, in all things you do. Paid content and free content.
While pacing in the garage…
As I write this to you, I want you to know I’m pacing around in my garage. It’s about 7:44 p.m. and there’s a cold chill in the air.
This is my favorite place to create content.
And you might wonder, how does someone type when they’re pacing around the garage?
Easy. I’m dictating to my phone. And this might just be one of my favorite ways to write.
It brings up an important point that I wanted to share with you about moving projects forward, no matter how you get it done.
See, it was important to me to write this to you, but I just couldn’t bring myself to sit down at my desktop, pull out the keyboard, and start typing.
Sometimes it’s the worst possible thing imaginable for me to sit down at my desktop, stare at a computer screen, and type.
So what do I do in situations like that? I find another way to do it. In this case I dictated it.
But that brings me to the real lesson that I wanted to share with you today:
Lesson 6: Use Everything
When it comes to standing out in a crowded marketplace flooded with AI generated content…
…of course you have to be the genuine article. Of course you have to be prolific. Of course you have to be impactful, which means having something unique about what you’re doing and saying.
That doesn’t mean showing up every once in a while with something cool to say…
No, THAT means showing up all the time with something interesting to say.
A great way you can do that is exactly what I just did above.
Use everything.
Oftentimes, you can draw from what’s really on your mind when you’re creating content.
In my case, what was on my mind was how nice it is to be able to pace around my garage and just dictate this to my phone.
It wasn’t something that was possible 15 or 20 years ago.
But what did I do?
I was using what was happening to me at the moment. I gave a description of where I was, what I was doing, the weather…
… And then I circled it all back around to an actual point that my market would care about.
AI cannot do that kind of thing. In fact no one else could have written this other than me. Because I’m the genuine article who’s experiencing this exact situation at this exact moment.
And it doesn’t have to just be you talking about your exact situation. It could be you talking about something that’s on your mind. Maybe a show you just watched. Maybe a book you just read.
Maybe how the ambulance keeps on driving through your neighborhood waking you up at 2:00 in the morning.
Maybe it’s how your neighbor’s dog keeps barking.
Maybe it’s the unexpected winnings from that scratch off you just bought the other day.
It could literally be anything.
When it’s your job to show up prolifically, and impactfully, and compete with an artificial intelligence that’s just mindlessly doling out drivel…
…every single minute of every single day…
…then you have to play to your strengths. And one of your big strengths is the human experience.
The life that you are living.
So that being said, don’t be afraid to let people in a little bit with your content. It’s one of the best ways that you can differentiate and stand out today.
Lines in the Sand…
So a lot of what we’ve been talking about is how to identify yourself as the genuine article in an effort to pull people around you, and grow your following.
Your customer base. Your email list. And ultimately the amount of money that you make.
I want to continue that line of thought with the next lesson:
Lesson 8: Lines in the Sand
Do you remember those old westerns where you’d have one character draw a line in the sand and say, “Do not take one more step forward, if you cross that line there’s going to be trouble.”
Now of course in those movies the bad guy always crossed the line, and there was always trouble.
Well as someone who’s trying to get attention in an oversaturated market…
… It’s important that you put on display where you stand. It’s important that you draw your lines in the sand with your content.
What do I mean?
Think about the things that you don’t like in your market. People, practices, sacred cows…
… And talk about them. Talk about why you don’t like them. And why you think doing it a different way is better.
Your way.
Now please understand, I’m not talking about name dropping actual people. Burning Bridges isn’t really going to help you and it’s unnecessary.
I’m talking about creating archetypes for these things.
For example, let’s say you really hate it when you’re running a sale and then the day after the sale closes you always have a few people who show up with excuses why they didn’t make it to the sale on time…
… And they’re asking you to make an exception for them and give them the product at the sale price.
So you create a name for people like that. Something funny like, “Late to the Party Larry”. Or “Missed it by a Minute Missy…”
And when you share your disdain for these types of individuals you talk about the archetype.
Example:
Now listen, my sale is going to be ending tonight at midnight…
… And I know I’ve got a few Late to the Party Larrys out there just lounging around on their couch eating Cheetos watching episodes of Friends or some nonsense…
… And I know they’re going to be knocking on my door tomorrow talking about, “please give me the discount coupon…”
… But hear me now, believe me later the answer is always going to be no.
End example.
In that example above, I have drawn a line in the sand.
I have called out a very specific kind of behavior from customers, and I have shamed this behavior.
I’m creating this unwritten rule in my ecosystem, that behavior like this will be frowned upon.
You can do the same thing for any kind of practice, type of person, best practice, sacred cow, etc.
Just identify it as one of your enemies, give it some kind of funny name, and shame away.
Not only is this going to teach the people who follow you how things are done in your neck of the woods, and what is acceptable…
… But it’s also going to send another kind of trigger for people.
Want to know what that is?
I’ll tell you. It’s going to strongly identify you as a real person.
The genuine article. Because real people aren’t politically correct all the time. Real people don’t get along with everybody.
Real people don’t always see eye to eye with everyone else.
Real people have warts.
Real people don’t always like other people.
So the things I’m talking about today, when it comes to drawing lines in the sand with the things in your marketplace that you don’t like…
…when you do this, it’s going to send strong signals to the people in your marketplace that you are the genuine article.
Whether they like you or don’t like you…
…you are real.
Lesson 9: Control the Narrative
Let’s say you go out to your driveway and you get in your car. You start it and you drive it to the grocery store.
Do you ever take your hands off the steering wheel?
Of course not.
The entire time you’re in that vehicle from the moment that you put the key in the ignition and started it up…
… To the moment that you pulled into a parking place at your local Walmart…
… You dictated where that car went.
If your car was a story, you were in complete control of the narrative. The roads you travel down…
…the turns you made, the neighbors you waved to, and the spot you chose to park in…
…you controlled that narrative.
Your business is no different.
Most people are not thinking about you very much. So if you don’t put out some kind of a narrative about what your business is, how it operates, and who you are…
… then what people think about you and your business will be completely random. Almost like trying to drive while not even holding the steering wheel.
And you and I both know what would happen if you did that. Disaster!
Some people are going to think this, some people are going to think that, and it’s going to equal a whole lot of inconsistency.
That inconsistency is going to reflect how people follow you and how people buy from you.
So in our last lesson I was talking about drawing your lines in the sand.
Well one of those lines that you draw in the sand should be how you are the genuine article and have massive disdain for people who are not the genuine article.
That’s what this whole report is about.
Creating differentiation while being bombarded with AI generative slop.
The fact of the matter is, you need to call out that slop. You need to talk about your disdain for it. You need to champion yourself as the genuine article.
Because your market is not unlike that automobile. You keep your hands on the wheel of how people perceive you and your business. Because the fact of the matter is most of them don’t even think about it.
They don’t think about you very much at all unless they think you can solve a problem for them.
And the truth is you can solve problems for them. But they’re never going to find you if you’re being buried in a sea of AI generated slop.
One way to help you stand out and create differentiation is by drawing a line in the sand about how you have serious disdain for this…
…AI generated drivel.
By controlling the narrative of you and your business, you’re sending a strong signal to your market that you are, in fact, the genuine article and worthy of being followed.
So take a little time to think about what problems your business solves, and how your business solves them. Think about who you are and what version of you shows up consistently and congruently in your marketplace.
And then take the opposite of that and create an archetype that you can shame in your content.
32 Billion visitors a month…
The second most popular website in the world gets 32 billion visitors a month.
The next most popular doesn’t even get half that much traffic a month.
Not only that, but this Mammoth welcomes you with open arms to come put your content on their platform.
Want to know who I’m talking about? Well don’t worry I’m about to tell you…
Lesson 10: Free Video Show
You know video isn’t everyone’s cup of tea. It’s another one of those uncomfortable things I told you about earlier.
But did you know that more people watch YouTube than any other streaming service in the world?
Not only that but more people are watching YouTube on their television than any other device they have. Crazy, right?
So essentially what we have here is a platform, in YouTube, that wants to give you a free television show on the most popular website in the world.
It’s second only to Google itself, which let’s face it, is just a search engine, not a destination.
Think about that for a second. Any day of the week, anytime of the day, you are free to start a new television show…
…on the most highly trafficked website in the world. And it’s not going to cost you a dime.
To me if you’re not taking advantage of that opportunity then you’re just not trying hard enough.
But aside from that, being able to put your face and your voice on camera consistently and congruently…
…is going to send serious signals to your marketplace that you are truly the genuine article.
It doesn’t have to be perfect, nobody’s perfect. You just need to show up regularly and congruently.
It’s probably one of the easiest ways to send a message to your marketplace that you are real.
It’s a shortcut for getting them to know, like, and trust you, and it’s an excellent way to weed out those who you do not want to deal with.
It cannot be overstated enough, but if you want to do business on the internet and you’re battling to stand out in a sea of AI slop…
…then installing a simple free show on YouTube is something you need to implement in your business ASAP.
It can be a daily 10-minute show. It can be a weekly 20-minute show. The details don’t really matter. Make it work for you. Make it your own.
The important thing is that you show up consistently and congruently with the free show.
So go sit down at the kitchen table and jot down what the show’s going to be. Map out about 20 episodes or so…simple bullet points…
… And make it happen.
Video killed the radio star…
Remember that song MTV debuted with, way back in 1981?
“Video killed the radio star.” The Buggles. Yeah, you remember that one. Well it was a good song but…
…it certainly wasn’t true.
The fact of the matter is people love listening to the radio. It’s just as strong as ever.
And although people love YouTube, and they love their videos…
They also love this next thing I want to talk with you about. In fact it’s sort of a different segment of the market who likes this next thing.
A powerful segment of the market. One you definitely want to capitalize on.
Lesson 11: Power of the Free Podcast
Of course I’m talking about the podcast.
If you decided to take my advice and start that free video show I was telling you about, then it is an easy thing to rip the audio and start the podcast version of it.
You’re essentially getting more juice for the squeeze. You’re double dipping. There’s absolutely no reason not to.
You’ve got to understand something.
There are people who love video, and there are people who love podcasts. A lot of people like both, but they generally have a preference and they lean stronger one way or the other.
It is said that people who listen to podcasts are on average more intelligent than people who watch video all the time.
Now, I don’t know if that’s real or if that’s a myth, and I certainly don’t want to offend anybody just because they happen to like watching videos.
I mean, I like watching NFL football, I don’t really like people judging me for that. So far be it from me to judge people on what kind of media they like to consume.
But I will tell you that in the world of content saturation, it’s good to be as omnipresent as you can be.
You’re not going to be able to compete with the drivel that AI is flooding the market with…
… But it’s a pretty easy thing to take your YouTube video show, rip the audio and upload it to a podcast distribution service.
There’s plenty of free ones out there. It’s quite easy to get your podcast up there on Spotify and a few others.
There’s no reason not to.
And if there’s one thing I can tell you without a doubt, it’s that podcast listeners hate the idea of listening to an AI generated podcast.
so just one more signal to your marketplace that you are the genuine article.
Moving Past the Eyeball test…
You ever hang a picture up on your wall and just kind of eyeball it?
Ever install some new blinds in the window and just kind of wing it without measuring anything?
I know I have, and sometimes it was a huge mistake.
Don’t even get me started on the time I literally destroyed three brand new doors trying to install one on my bedroom.
Some may say I’m the worst Carpenter ever. The title remains intact, lol. But I’ll just say, I got a little too lazy and didn’t measure enough.
The fact of the matter is “the eyeball test” can come back to bite you. It doesn’t always work out.
And that ties right in with the next lesson I have for you.
Lesson 12: Moving past the eyeball test
The thing about artificial intelligence is that if you ask it to write you a piece of content on a certain subject…
…it’s going to appear quite magical how it can get it done so fast. And as you are reading what it’s written…
…kind of skimming it over, checking for accuracy. You’ll begin to notice…
…that it doesn’t look too bad. It passes the eyeball test.
That’s right. It passes the dreaded eyeball test.
The problem is “the eyeball test” can get you into trouble. And when it comes to content it can get you into a lot of trouble. And by trouble I mean…
…it can get you largely ignored. Why?
Because the AI is just spitting out some derivative stuff that it’s been trained on. It has no new ideas. It has nothing unique to say. Everything that it’s talking about…
…has already been said.
It’s like a garbage dump of best practices.
The problem is best practices don’t really get you noticed. Best practices are a good way to fit right in.
You’ll be like Harry Potter with his cloak of invisibility, running around not getting seen by anybody.
If you want to stand out, you need unique perspectives. Your own stories. Originality and creativity.
Forget the eyeball test.
The eyeball test is a one-way ticket to getting severely ignored and overlooked.
To reference Seth Godin, you need to figure out how to be “The purple cow.”
And AI can’t get you there. In fact the only one who can get you there is you.
And that is your secret weapon.
The fact that you are one of one.
No one else has your experiences. You are unique in your individuality.
And that’s not going to pass any eyeball test.
You need a new kind of test. A test that surpasses the eyeball test. It leaves the eyeball test behind.
You need the “does it make them pause and take a second look” test.
You need the “does it make them search frantically for a way to share your content” test.
You need the “does it make them want to share your email with their friends because it makes them look cool” test.
That’s what I’m talking about.
Move past the eyeball test. AI can’t get you there. AI is only going to flood the market with more of the same.
Develop your own style. Your own voice. Your own unique test that only your content can pass.
Make it so. (Thanks Jean-Luc Picard)
And then…
I have to say, I’ve had a great time talking to you about The Great Content Marketing Shift.
It’s something that is literally already happening right before my eyes. I’m telling you, I never thought I’d see the day where it was so hard to get attention.
Luckily, I have the secret ingredients that you need to break through the noise. And I’ve given you a large chunk of that.
From being the genuine article to drawing your lines in the sand…
… we’ve gone through it.
So with that being said I’m going to bring this report to a close now, but I want to leave you with one thing:
A thought. Something I was thinking about earlier. Here it is:
The stupid guy with a mediocre idea taking relentless imperfect action…
…will beat the super genius who’s doinking around reading every book known to man before he finally get started…
…every day of the week, and twice on Sundays.
So when you think about the things we’ve talked about, I want you to do it with purpose and intention. Take action.
You don’t have to understand or have mastered everything we’ve discussed.
The truth is you can probably do pretty dang good with just a few of these concepts.
So now it’s up to you.
Get out there and make it happen!
