Try This If You Are a Business Owner or Entrepreneur

Go beyond AI

Recently, I have seen a lot of businesses using AI for their copy and marketing. And they don’t know that it is killing their business. First of all, the AI you are using is not proprietary to you, so your competition can do the same.

Second, the only thing you will probably never be able to use AI for successfully is to sell. Now, you can get smart with prompts and be able to come up with some genius stuff. But you will still be outdone by a good copywriter. And for one reason…

Marketing is not about selling to the average person. Marketing is about using a particular language (or pattern of communication) that a specific group responds to.

An Example — Selling a Luxury Apartment

So, if you want to sell a luxury apartment for example. An AI would look through all the kinds of marketing messages used to sell luxury apartments and give you a copy. And this is a horrible way to market in 2024.

With the same luxury apartment, here is what I would do to craft a copy to sell it. First, I would find out who has lived in that apartment before and who they are related to. I would find out who the neighbors are. I would find out things the neighbors have in common. I would find out why the previous owner is moving or why the building was developed (if it is newly built).

Then, I would imagine who this apartment would be perfect for. Maybe do some research on the kinds of people that take such apartments (and the main reason they do so). When I have a pretty good shortlist, I would find someone who has an email list of people like that and send them an email.

Now, that process is specific to luxury apartments. Might not work for other types of houses or residential properties though. But you can see my point.

Marketing is not about what you say — it is about who you are saying it to.

Marketing is NOT About How You Say Things

Using the luxury apartment example, the average (or AI) marketing headline can probably go something like this — Stunning beachfront penthouse up for sale at 40 million dollars.

You see headlines like that all the time. But imagine you are writing to wealthy Wall Street guys who are fans of tennis. And you say — This beachfront penthouse that previously housed Andre Agassi could be yours.

Agassi matters because of who you are talking to. In the body of the marketing message, I am not going to talk about the features of the apartment. Instead, I am going to talk about Andre Agassi’s legacy and his relationship with the house. I didn’t change the how, I changed the entire topic of what I talked about.

AI cannot give you that perspective. Don’t get me wrong, AI has its good use. The good use of AI (in this context) is to get leads. If you expect to convert those leads with AI, you are screwing yourself. It may work, but you are leaving a lot of money on the table.

My Point

I can do this perspective change for a whole lot of business offers and products. And I have been doing this as a side business since 2021. But a few days ago, I spun it off as a separate business.

This is introducing David O. Consulting

My focus is on working with businesses in the following industries; tech, communication services, web services, real estate, consumer goods, luxury, and hospitality.

If you have a business in one of these industries (with healthy cashflow) and are willing to invest in marketing to take your offerings to the next level, reach me here — davidolarinoye.com