Do interesting things
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This is gonna be a bit more of a philosophical, thought-driven email. So it might run on a bit. You have been warned! Anyway, over the last year or so, I've spoken to dozens of business owners across all kinds of niches.
... and every one of them is saying the same thing. "Business is real fucking tough right now." Budgets are shrinking, competition is fierce, AI has led to competitors lowering prices. All sorts of stuff has been going on, and it's affecting everyone in some way. I'm in that group too. I've seen a huge increase in responses from potential clients like... ... Any chance you can come down on the price/[competitor] says they can do this for cheaper It's mad frustrating. And the whole "just do more marketing" isn't cutting it in the new world of AI-generated slop. So, it got me thinking about what would help me cut through the noise. I took some time to look back at the biggest successes I had in the past, and also what helped the big players out there stand out from the sea of sameness. And it's honestly pretty simple. ... Just do interesting stuff in your niche. I fell into a hole of talking about marketing strategy to sell marketing strategy. Every wannabe strategist is doing the same thing, high level principles without a real attachment to reality. And I see it happening all the time out there.
... the list goes on. Now, this stuff is useful, and honestly a lot of us could learn from it. But, it's not really very exciting, and in the age of AI, it doesn;t prove expertise. I can get the same answers from Chat GPT or whatever in seconds. So, switching to interssting stuff is what's gonna help you stand out. Here's what I mean. I notced in the past if I wrote 2 articles with the same content, but had different headlines, one would outperform the other by a huge margin. The headlines might be...
The latter is more interesting because it's not theoretical. It's based on real-world results, and that's what people are drawn to now. People wanna see this thing working in the real world. And so, you should be doing things in the real world and talking about them if your aim is to sell services. If we take the examples above and rework them through the "interesting shit" lens, we get...
These are all more interesting and will draw a bigger crowd. Because they're real. And in an age where you can't tell who's an expert, actual, real proof is what's gonna help you stand out from the crowd. So what am I doing about this? Well, I never got the GM+ community to grow like I wanted ti to. And I think it's because I lacked focus for the content, and also I was talking theory to sell more theory. Now, with AI, I'm building full AI Systems. But rather than simply saying "here's an Ad system", I'm building systems that I am actually using. I'm reviving business ideas I never had the time to scale, and building the system to scale them. Testing them on real assets, talking about the results, and then letting people get the finished systems and AI Agents within GM+ so they can add them to their business. Case in point, last week I revived my publishing business idea. I've created a new Kindle eBook, and I've just finished the promo actions for this week to get us to #1. I've taken the whole system of actions and promo approaches we created, and built a full system in GM+ for anyone else who wants to test Kindle as a revenue source. This is what I'll be doing moving forward. Less talking about growth. More doing growth and telling you how it went. Let me know your thoughts on this. And if you want the BTS of everything, and also the AI systems I'm building for this, join us in GM+. https://growthmodels.co/community Speak soon, Pete "tired from too much book promotion" Boyle |