Be human or be ignored — Kelford Labs Daily

Over the years, many of our clients have been other marketing companies.

We’ve worked with full-service ad agencies, content marketing consultants, affiliate agencies, media buyers, and web developers on their own marketing.

We’ve helped them identify and articulate their position, write their marketing messages and website copy, and even create their “thought leadership” content for blogs and newsletters.

Because it’s so much easier to identify and demonstrate your unique value when you have outside support to help you see it.

Interestingly, I would have expected to lose more and more of this business to AI. But, we really haven’t, at least not yet.

Because what these marketers are realizing is that generating text was not the hard part.

Identifying their value was.

What allows us to write such great content, that feels so authentic and original to these marketers, is our interrogative process.

It is our unique questions, based on our extensive experience, that exists in our own minds and not in LLM training data. It’s our better-than-best-practice approach that allows us to create content quickly without losing its resonance or value.

Even when we augment our content creation with LLMs, the core value is still being generated by the client and uncovered by us and our process.

But when marketers try to use ChatGPT to create content from start to finish, they usually realize that they’re getting the same best practice-y, commoditized slop that everyone else is churning out.

The content it creates looks and sounds like marketing, which at first glance seems good, but at second thought is obviously bad.

Because that means it’s blending in, not standing out.

Most AI content is a form of camouflage, blending us into the background noise of the internet.

Soon enough, if not already, most of the text you read on the internet (and the photos, and the videos) will have been generated with LLMs.

We can’t fall into the trap of thinking that because everyone else is doing it, we must too. That’s a pitfall, a mistake we’ll forever regret.

Because to stand out, we’ve got to be unique.

Which means, increasingly, we’ve got to be human.

Get in touch, and we’ll show you how.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows communicators the way to always knowing what to say.