08/31/2026
The exact moment someone starts putting an effort into their marketing you can see the first misstep: they stop talking like themselves.
Ask a business owner why customers choose them and they'll tell you:
“We answer the phone.”
“We don't try to sell people stuff they don't need.”
“Most of our customers come to us after somebody else screwed it up.”
“I started the company because I thought the way my industry treated people was bullsh*t.”
Great.
Put that on the website.
And suddenly it becomes:
“We are committed to providing exceptional service and innovative solutions tailored to our customers' unique needs.”
Where did the real person who was answering these questions go?
Somewhere along the way, we learned that marketing was supposed to sound like marketing.
When all we have seen in the past few years (longer arguably) is that it's the opposite.
For marketing to cut through the noise you have to be authentic and sound it.
Ai will continue to make everyone sound polished and smooth.
Which makes the things it can't manufacture even more valuable:
Your stories.
Your opinions.
The weird thing you've noticed after doing this for 20 years.
The thing everyone in your industry says that you secretly disagree with.
The way you explain something to a customer when you're not trying to “create content.”
That's the stuff we're interested in.
Good marketing should make it easier for people to recognize the human being on the other side of the screen.
Be you = Break through.
