Rutherford is quick to qualify that this doesn’t mean there isn’t any place for AI in marketing. But for many marketers, it will lead to churning out what he calls “the sea of sameness.”
Breaking out from that “sea of sameness” is how Chubbies was born in the first place. the handmade shorts on vacation, the unusual cuts and colors had complete strangers approaching them to comment. Not everybody loved them, but everybody noticed them.
That success would have never been realized if they had based their decisions on what already worked.
Lesson 3: Think of marketing like building friendships.
You’re probably thinking this lesson is hong kong telegram data gonna get all touchy-feely. Nope. This is a much more cuss-laden concept.
Rutherford says that any idea, tactic, campaign, or concept he has absolutely must pass through this filter:
“Would I send this email to a buddy or would they talk shit to me?”
For the third time in 15 minutes, I’m doubled over in laughter, but Rutherford has an excellent point.
“When you think that every piece of content is going to be seen by a person you love, you tend to view things differently. It helps keep up from just ‘checking a box’ like we so often do when we have 1,000 other fires burning.”
Stop and think about your favorite brands. They’re probably the ones that talk to you like a human being.
That doesn’t necessarily mean you have to be funny, irreverent, or uncouth. But I guarantee you didn’t think of someone who blasts you with corporate-speak.
Because at the end of the day, brand building is actually relationship building. That relationship will look different if you’re selling hot sauce, tax software, or maternity pillows — but they all require authenticity… and respect.
“Am I treating the people who view my ads like
I’m a corporation marketing to faceless продажи — это командный вид спорта относитесь к этому соответственно customers? Or am I a person marketing to other people?”
As proof, he points out that this is business sale lead exactly why influencer marketing is so effective right now. It’s a real person talking to you as another real person. And our recent survey data bears out the same story as marketing leaders are pouring heavy budget into creator content, brand building, and developing authenticity.
Rutherford then drops a sweary little denouement: “People can see through our bullshit. People are not idiots.”