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“This is EXACTLY the problem we face when AI churns out content at lightning speed. We risk drowning in a sea of mediocrity. The craft of marketing -- the human touch, the unexpected twist, the soul -- is in danger of being automated away.” ~ Mark Schaefer
All disruption causes injury.
Can you imagine the pain that the horse and buggy industry experienced after the automobile successfully disrupted their once dominant industry? Blackberry vs. iPhone?
AI is here to stay in marketing and you better (a) get used to it and (b) adapt and innovate.
One of the best ways to adapt and innovate to the relentless onslaught of mediocre marketing thanks to AI is to go all in on referrals…if you can.
The reality is that not everyone can truly benefit from the power of referrals at scale practically. However, for those of you that still offer unique services (or at least can market yourself as unique), there is some amazing news: you can absolutely crush it.
The more complex and unique your product or service, the more powerful referrals become. Let’s take my beloved financial services industry. I love the industry and I love the people and I hate the marketing.
Compliance (attorneys and regulators) is driving the business into the ground as they continually fight to win the race to the least interesting and least powerful advertising messaging ever. In the quest to remove any possible legal consequence to the larger institutions involved, they are homogenizing the value of everyone all at once.
I get it and that isn’t going to change so you have to do something else…and that is to think.
You need to answer the most important question of them all, at least when it comes to referrals: Why Should I Refer You?
After almost 30 years giving/getting/teaching/coaching on referrals it all comes down to how you answer that question and, just as importantly, how others answer it for you.
I just recorded the first episode of my new podcast with that very same title and a book is coming down the pike along with a community. The question is simply that powerful.
When I published my most recent book “Can I Borrow Your Car: How Successful Financial Advisors Grow Their Business and Love Their Life”, my goal was to clearly highlight and focus readers on the reality that risk is the friction in the referral process and to inspire change through the introduction of my referral system.
This next one will dive deeper into how it all works at the foundations.
Getting the answer right to the most essential question in marketing (Why Should I Refer You), will transform your approach to dealing with marketing automation and AI. You will no longer be a prisoner of mediocrity and instead will be charting your own course forward to a business and life of your own design and desire.
Hint: if your answer to why I should refer you is based around what you sell…you lose.
This is a very complex and deep subject that answers a simple question. I would be honored if you interacted with me and if you would be willing to share and repost. We are fighting, in a small way, for keeping humanity powerful and relevant in marketing going forward.