Why using GenAI for ideas or content writing hurts your sales.

This is not just another GenX'er complaining about how we used to do things in the good old days.

This has to do with your ability to
👉 Articulate your position
👉 Explain what makes your product, service or company different
👉 Answer the question of why I should buy from you.

Yes, GenAI can brainstorm ideas and write your content with a few good prompts and a click of button. But should it?

Put yourself in your readers position and ask:

𝐖𝐡𝐲 𝐬𝐡𝐨𝐮𝐥𝐝 𝐲𝐨𝐮 𝐫𝐞𝐚𝐝 𝐚 𝐆𝐞𝐧𝐀𝐈 𝐚𝐫𝐭𝐢𝐜𝐥𝐞, 𝐰𝐡𝐞𝐧 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐚𝐬𝐤 𝐂𝐡𝐚𝐭𝐆𝐏𝐓 𝐝𝐢𝐫𝐞𝐜𝐭𝐥𝐲?

And there is the problem.

GenAI creates ideas and content from a “common knowledge” database that is widely known and accepted.

And don’t get me wrong: I love GenAI and use ChatGPT all the time to answer basic questions.

But from a marketing and sales perspective, GenAI:
❌ Flattens differentiation
❌ Offers no unique viewpoint
❌ Replaces in-depth knowledge with speed

And look I get it.
Ask any marketer and they will tell you that you need to publish content, a lot of it, over months, to get any sort of SEO traction.

And ugh -  creating good in depth content takes time, a lot of time. Like 4-6 hours per article.

So both internal and external marketing teams turn to GenAI to crank out more articles in less time.  A win for productivity and efficiency for sure.

But this type of “commodity content” doesn’t offer anything unique.
It’s the same content I can get anywhere packaged in a different “voice”.

So company executives, sales leaders and marketing managers, ask yourself:
➡️ Are you creating content to play the content publishing game that everyone else is playing?
OR
➡️ Are you content content to win new customers?

𝐖𝐢𝐧𝐢𝐧𝐠 𝐜𝐨𝐧𝐭𝐞𝐧𝐭:
✅ Grabs the attention of buyers because you are offer unique ideas
✅ Earns the respect and trust of your buyers because you demonstrate your specific expertise and experience
✅ Puts your company on their shortlist of experts who can solve their problem.

If you want to win new customers.
Don’t play the commodity content game.

Instead choose to invest the time and resources to create quality content that  demonstrates your expertise.