Hello, hello! 👋🏻
Seth Godin had a great piece this week on AI slop. Called Walk Away or Dance.
It got me thinking...
Most marketers are stuck in the messy middle, creating mediocre AI slop that satisfies no one.
Why?
The core issue I see with my students is a lack of focus and/or low content process.
If you don't care about a marketing channel, you're going to produce AI slop.
Which begs the question: should you even be in that channel?
But that's a tough discussion to have with your boss. Who wants you to be on Pinterest, LinkedIn, Instagram, Facebook, and X. With amazing content updated weekly.
And you're a one-person marketing team.
The Slop Problem
AI Slop is: Generic, templated content that screams "AI-made"
Overuse of "delve," "unlock," "game-changing"
No personality, insight, or risk
Floods your market, making everything noise
Human Slop: Just as bad, often worse
Lazy listicles
Recycled industry takes
Safe, boring, forgettable
There's human slop all over the internet…and it's getting worse.
3 "Dance" Tactics for Content That Doesn't Suck
1. The Creative Director Method
AI generates 10 concepts
You pick the most interesting
You add the insight and curation only you have
2. Proprietary Data Injection
Feed AI your unique metrics, case studies, and customer quotes
AI can't hallucinate what only you know
3. Emotional Labor Test
Before publishing: Does this have judgment, insight, risk?
If no, you're just a typist with expensive software
Add your take, your angle, your controversy
Walk Away vs Dance: Decision Matrix
Which Path Are You Taking?
The only losing move? Standing still while the world dances around you.
I’ve been sitting down with team members this week to upgrade their content processes.
Need a process push, too? 👉 I’ve got you covered.
Until next read,
Alec
P.S. The resource library disappears this weekend…
