Someone told me recently: 'Without expertise, AI is just an empty prompt waiting for you to kick start the magic'.īut we've now got people who've only just got their first magic set thinking that they're wizards. It's either that, or stand there like a lemon and saying “Well, er, I gave the robot a prompt and…” If only so that when anybody asks where the idea came from, you can talk them through its origination… the sparks of inspiration, the pains you went through developing it, the roadblocks you faced, how you overcame them, how you fine-tuned it, and why it will work.

Real, authentic, useful stuff… this is what everybody involved with the inception of any kind of creative work should all be injecting into their veins. if you're the type of person who needs thought starters, then prompt your heart out.īut isn't the ideation stage all part of the fun? And aren't the best ideas the ones that are borne from human truths and idiosyncrasies? The obsession with now automating all of that as part of some misinformed attempt at 10Xing your content strategy will make it even worse.Ī few people have called me a dinosaur: “Dave, this is where the world is heading. Most of the stuff that genuine humans put out without the use of AI is unoriginal, lacking in humanity and a total waste of time. Isn't your business worth more to you than unempathetic, personalityless, space-filling shite that people will probably ignore anyway? And fast-tracking huge swathes of the underskilled towards the biggest era of marketing mediocrity in history. The opposite of innovative.Īll they’re doing is signposting the overwhelmed towards quicker but much less effective outcomes. The people who create these endless carousels of shortcuts are the ghouls of the creative scene. These guides take longer to read than it does to pick up the phone and ask someone in your target audience what they need help with. You only need to scroll two or three times with your thumb on here to see a growth hacker begging you to leave a comment on their post in return for 346 chatbot prompts to SUPERCHARGE YOUR CONTENT or something.

There seems to be this mad rush at the moment to 'generate content' at light speed, without stopping to consider whether your audience wants or needs it. If I could squish every single one of you, I would. * (The BIGGEST and most sincere THANK YOU to everyone who liked, shared, and commented last week. Using linguistics-driven methods and proven processes, I help companies in the B2B space take their comms to the next level.

Hi! I’m Eloise - a strategic linguist and language expert. If you’ve been thinking about working together - let’s make it happen. ✅ Expert, on-tap, authoritative copywriting for your articles, newsletters, mailers and more. ✅ Action-inspiring web copy that gets your customers clicking, engaged, and ready to do business ✅ Brain-meltingly brilliant brand language workshops that get your whole team on side, bought in, and excited to live your values ✅ A clear-as-day, no-nonsense communications audit to help you get a complete, holistic understanding of where your easy comms wins are and what needs some more strategic TLC We’re back*, folks, and we’re taking bookings so you can make 2024 your comeback year ✨

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