The big company disease that kills small businesses

Here's a profit-killing pattern I've noticed across 13 years of advising businesses.

The bigger the company gets, the more generic its marketing becomes.

They don't wanna take a stand or commit to one type of customer, cause they feel like they've got the resources to sell to everybody. So the message gets watered down til it upsets nobody...

... but it also doesn't excite anybody either.

And I get the reasoning. but I used to think of this as only a big company disease.

Now everyone's caught it. And AI is the reason.

When you and your competitors are all prompting the same models, trained on the same marketing advice, you all get handed the same angles, the same hooks, the same "proven" copy.

The feeds were already noisy, but at least there was some individuality in there. Now it's all the same shit.

And when every offer in a market sounds the same, the customer has one way left to choose between them.

Price.

The cheapest offers get the customers, and to compete, you've gotta lower the fees you charge.

The way out of this race to the bottom is old...

... older than AI.
... older than the internet.
... older than TV commercials.

It;s also simple.

Be specific about who you serve.
Be specific about the problem you kill for them.
Be specific about the results you help them achieve.
Say it in the words your customer actually uses when they talk about it.

A specific offer in front of the right person beats a polished generic one every single time.

Thing is, specificity is a set of decisions, and most businesses never sit down and make them.

That's what the ACCER model forces.

Stage by stage, it makes you choose who you attract, how you capture them, why they buy, what brings them back, and who they tell.

Answer those for YOUR business and your marketing stops sounding like the market and starts sounding like you.

Then when you put AI to work underneath it, it's building your angles and your offers at speed, and the generic problem works in your favour, cause everyone else is still shipping the average.

I go through this properly in the training.

The appeal-to-everyone trap, and the specificity rules that get you out of it. Starts about 14 minutes in.

​Watch the differentiation breakdown

Pete "sea of same" Boyle