AI slop makes experts easier to spot
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Hey Reader, “In today’s fast-paced digital landscape, standing out has never been more important.”
“It’s not about working harder. It’s about working smarter.”
“Ready to take your business to the next level? Let’s dive in.”
Did your eyes just roll? Did you feel a tiny flare of “oh God, not that again”? Good. That reaction is called taste. You can’t always explain why something sounds like AI slop. You just know. And so do the people who hire you. At the end of last year, 3 different business owners say nearly the same thing: “I’m going to have ChatGPT take a crack at my messaging and see how it goes.” All three came back this year. What the robot wrote was fine. It hit the beats. It sounded clear and competent. And fine is exactly what their clients can’t tell apart from everyone else’s fine. Fine wasn’t getting them hired. This week I was in a messaging session with a client. We were working on her positioning. She’s in a very crowded market where most business owners are indistinguishable from one another. And then she said four words. My whole body went “Oh. YES. That’s it.” I heard four words and knew, before I could tell you why, that this was what her point of view hung on. The point of view that makes her the one a client picks when six other people sound like her. Some people would call that intuition. I think that’s wrong, and the research agrees with me. Two brothers at Berkeley, Hubert and Stuart Dreyfus, mapped how expertise develops back in 1980, and at the highest stage, something interesting happens. You stop consciously following rules. What looks like a gut reaction is years of concrete cases compressed into half a second. And I know you do this too. The moment a client says something and you know, before you can explain why, what’s really going on with them. The clients you want are hiring judgment. They want to know how you think, what you’d refuse to do, and where you believe your industry has it wrong. That’s proof of taste, and the more AI slop there is, the more your taste and judgment are worth. Now your marketing doesn’t need to show what you know; it needs to showcase how you think. That’s what a client who hasn’t met you yet needs to see so they don’t lump you in with the other 11 people who all do what you do. (That’s what the F.U. Point of View sprint is going to help you do inside The Expert Up Club). When was the last time a client said something and your whole body said “yes, that’s it” before your brain caught up? Hit reply and tell me what they said. I want to know. Yours in rebellion, P.S. I’m working on the long version of this, including how to turn your half-second into a point of view people can see from the outside. It’s not done yet. If you want it the minute it is, reply with “POV” and you’ll get it first. THE F.U. POINT OF VIEW STARTS NOVEMBER 12th This November inside The Expert Up Club, you'll spend 30 days turning what you're fed up with in your industry into a point of view and a 3 Word Rebellion®. You'll leave with the one idea worth remembering: the phrase you can say in every sales call, podcast interview, and email for years, so the right people hear it once and want the conversation. Private tours booking closes November 1. You've got the idea already, Reader. Thirty days to find it.
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Make Marketing Suck Less
Marketing strategies for solo business owners who sell outside the online business bubble. Messaging and marketing for consultants, service providers, and experts whose clients live in the real world—where funnels don't work and referrals matter more than reels.