Have you been getting emails like this recently?
I hope this message finds you well.
I’m reaching out to introduce Livewire, Richmond’s trusted leader in smart home technology, audio/video systems, and security solutions. We specialize in designing and installing systems that make life simpler, more secure, and more enjoyable.
Whether you’re looking to upgrade your home’s Wi-Fi, install a state-of-the-art surveillance system, or create the ultimate media room, we’re here to help — from design through installation and beyond.
If you’re considering a project (or just curious about what’s possible), we’d love to offer a complimentary consultation. No pressure — just good ideas.
Would you be open to a quick call next week to explore how we can help?
Did you read it? Be honest. What’s wrong with it? Where to begin…
Humans are great at pattern recognition. We were already tuning out these outreach emails in general, and now the volume appears to be turning up as we see more social media posts and emails that are similarly formatted. As if that wasn’t bad enough, the email above commits the heinous sins of not trading something of value for time and not catering to any pain points. It’s even worse because it’s clear that this email has been composed by AI, so not only is it completely void of meaning and an annoyance to a prospect, but because it’s been composed using a machine, we now risk triggering anger in a prospect because it’s clear that a human didn’t create it. Now, instead of just barely being deleted, it’s now being observed that your company is using automation to force multiply and scale meaningless communications, which can do brand damage.
Also by Henry Clifford: Do You Have a Co-CEO?
If we’re all really good at pattern recognition, that means we’re also really good at tuning our signal-to-noise ratios. While there may have been a 6- to 12-month window where it was acceptable to send out automated communications like the example above, that window is now shut. What can we do to break through that noise and produce meaningful signals? Here are a few suggestions to consider:
- Use AI to brainstorm ideas and handwrite the rest: There’s nothing wrong with asking ChatGPT to give you five topics to consider and then writing your own emails.
- Be Surgical: Just because you can automate emails to thousands of people extolling the virtues of your products doesn’t mean you should. Hand-selecting and curating your total addressable market will pay dividends when it comes time to ask for the sale.
- Watch your grammar: If you always write with bolded words and em dashes in your copy, keep on keeping on. Otherwise, know those two stylistic elements are dead AI giveaways.
- Talk it out: Consider talking to ChatGPT and then editing from there. After all, editing your own voice means the finished product will sound more like you.
Even good things can go overboard. We’ll be backlashing against AI soon enough; think about what side of that conversation you want to be on. AI isn’t monolithic (just like the Internet wasn’t monolithic 30 years ago when it first became commercialized). Consider picking and choosing a few tools each month to try out, so you don’t get left behind. The more you can use AI as an assistant as opposed to a replacement for your outreach efforts, the more meaningful the connections and relationships you’ll create with new prospects will be.
Also by Henry Clifford: Leveraging FUD For the Win
What are you doing to avoid alienating your market with too much AI?
Stay frosty, and see you in the field.
