“In the digital economy, the relevance of direct, personalized, and impactful communication cannot be overstated, particularly for B2B businesses where the decision-making process is intricate and considered.”
Duh!
How many times have we heard a variation of this phrase?
What’s tragic and an all-too-common predicament is that almost everyone, e.g., marketers, thought leaders (an overused phrase), and esteemed pundits, rarely provides direct, personalized, and impactful communication.
I’m no exception. I try, but deadlines get in the way, and inspired thoughts are hard to come by–even on a good day.
I’m lured by the ease of AI content-driven tools.
My original blog idea was to write about the power of email marketing and the relevance of direct, personalized communication.
Then I realized how many people have written on this very subject, and most of the content is bland and regurgitated.
So, what is a marketer, writer, consultant, or name-your-profession to do?
Remember middle school, when the teacher gave you a creative writing assignment?
Groan . . .
That’s what we need to do––to be creative. Be original. Accept that you will likely write a crappy first draft and maybe even a subpar second draft.
Remind yourself that if you can’t offer a new perspective on any given topic, don’t.
Instead of relying on AI, ask yourself, “What do I have to offer my audience that hasn’t been explored?”
Also, here’s a revolutionary thought:
If everyone keeps using AI to cobble together a “new” blog about an existing topic, don’t we risk killing creative thought altogether?
Whether writing for yourself or a client, take a breath and be original. You, your audience, and your client will thank you.
On a final note, I want to give a shout-out to two of my favorite writers who keep it real:
Ann Hanley, Everybody Writes
Dan Hatch and Sara Mitchell, Typeset
Yes, there are so many more outstanding writers, but these people help me see the light.
Thank you for reading my latest blog, and I hope to continue practicing what I preach.
If you like what you read, please pass it on. If you have comments, I’d love to hear from you.
Yvonne Levine is the founder and president of YGL Enterprises, Inc. and a strategic marketing advisor with more than 30 years of experience. She helps growth-oriented B2B companies and professional services firms develop marketing strategies that strengthen brand positioning, improve visibility, support the buyer journey, and contribute to long-term business growth.
