Why does so much marketing feel like it's written by the same AI bot, hitting all the same patterns of three and ending with those choppy period-heavy sentences that no human would actually write?In this episode, Kathryn breaks down the single most important skill to develop in your marketing, writing with context, nuance, and specificity that creates that visceral "oh my god that's me" recognition instead of staying at the concept level talking about burnout and procrastination without ever showing what that actually looks like, sounds like, and feels like for your people.She shares why concept-led messaging keeps people in their logical brain where they can rattle off 50 reasons your thing won't work, a client story about unparalleled transformational work missing the critical context that would make people stop scrolling, and why you only need three big ideas tested for 90 days rather than 7,000 different hooks that overwhelm you and make it impossible to assess what's actually working.BY THE TIME YOU FINISH LISTENING TO THIS EPISODE, YOU'LL DISCOVER:Why surface-level concepts like burnout, procrastination, or self-abandonment get filtered through someone's logical brain where they immediately start listing all the reasons your solution won't work for them (I've tried everything, my situation is different, how do you know what my burnout is like), and how getting specific with what it looks like, sounds like, feels like bypasses the mental chatter and lands in that gut-level recognition that moves someone to work with you.The AI-isms you need to strip from your writing to avoid sounding like everyone else, patterns of three (you are not broken, you are not procrastinating, you are not self-sabotaging), very short truncated sentences ending in periods with no flow, and the "it isn't this, it's that" construction that's everywhere now. And why even brilliant writers who aren't trained marketers can't assess whether AI-generated sales copy is actually good marketing because they don't have the lens to evaluate it, just like Kathryn wouldn't be able to edit a novel or create a health program without the trained expertise in those fields.How one psychologist went viral on Instagram and TikTok by taking the concept of intrusive thoughts (something well-known to psychologists but not the general public) and giving it specific context that made hundreds of thousands of people go "oh my god that's me, I thought I was crazy, I thought I had a problem," and why your job as a marketer is to take the concepts you understand deeply (because of your training and experience) and build the context that creates recognition for people who don't have that same frame of reference.Why you need to pick 2-3 big ideas maximum and test them for 90 days with multiple variations rather than trying 7,000 different hooks, and how proper testing means you can't post something twice on Instagram, get no engagement, and conclude "that idea sucked" because any scientist will tell you that you can't draw conclusions from asking two people, which means you need to give yourself enough time to collect actual data while varying the format, the wording, the images, and getting curious about what's working instead of throwing a tantrum when something doesn't pop off immediately.And while you’re here, follow us on Instagram @creativelyowned for more daily inspiration on effortlessly attracting the most aligned clients without spending hours marketing your business or chasing clients. Also, make sure to tag me in your stories @creativelyowned.To get Wispr Flow the crazy handy voice-to-text AI that turns speech into clear, polished writing in every app. click here.Selling the Invisible: Exactly how

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related