We’ve all been there. You open LinkedIn, and it instantly begins to place you to sleep. Attacking your will to dwell, not to mention learn on. Posts from individuals with the identical construction. Similar buzzwords. Similar sizzling, hot-takes.
And right here’s the rub: with AI instruments, the sameness is multiplying. Quicker, slicker, and
cheaper – for positive. However completely different? The instance my colleague Kinda shared this week of
the farewell letters of two Premier League footballers suggests not.
Which is why the actual problem for B2B entrepreneurs in the present day isn’t simply to “be current” or
“be a part of the dialog.” It’s to ensure you sound nothing just like the dialog subsequent
door. That takes a little bit of effort. It doesn’t imply you possibly can’t use AI or ought to really feel disgrace for
utilizing AI. I’ve used it to assist me write this weblog. However the story? The story must be yours
and yours alone. And that may be the issue with a variety of B2B advertising, when every part sounds the identical, nothing sticks. Patrons tune out. Campaigns fall flat. Pipelines empty. This will increase strain all spherical.
This isn’t taking place as a result of your ways are flawed, or your channel combine is off (You
and your GPT military have labored rattling exhausting on them), it’s as a result of the story you’re
telling isn’t courageous sufficient to earn consideration. Give it some thought. In case your story might be dropped right into a competitor’s deck and nonetheless make sense, is it actually yours? What makes you completely different?
That is doubtless the toughest query to reply in a B2B advertising challenge and
groups have been identified to quake at its very point out. To not point out quiver. However it’s
price tackling. Be courageous. Be daring. The tales yow will discover and the choices you are taking
can actually make a distinction.
Listed here are a couple of examples the place being courageous with the story made all of the distinction:
• Pragmatic Semiconductor
Most scale-ups on this area play it secure: product options, incremental advantages,
and a variety of tech jargon. Pragmatic did the other. They informed a giant, courageous story
concerning the future function of semiconductors in nationwide resilience and innovation.
After which – the courageous half – they pulled that story all through the funnel.
From a hero movie to media partnerships to a webinar focused at their actual ICP,
the identical narrative ran persistently. That form of conviction is uncommon.
• Tetra Pak
Hospitality patrons aren’t precisely ready round for packaging updates. They’re
simply not. The courageous transfer right here was to confront that actuality head-on with content material
that felt helpful, tailor-made and industry-specific. Property, constructed for the channels
hospitality trusted most, all saying: change is coming – and right here’s adapt.
That’s a more durable line to take than simply shouting about product advantages. However it
labored: real SQLs from an viewers most manufacturers wrestle to achieve.
• Ricoh
At a time when each IT supplier was saying the identical factor – “our tech permits
hybrid work” – we took a distinct path. Their story wasn’t about {hardware}. It was
about people, how groups might actually “work collectively, wherever.” After which they
went even braver they usually rolled out that very same easy, human message throughout
24 European markets, resisting the temptation to water it down. Proof that
generally the bravest factor you are able to do is preserve it easy.
• Hitachi ZeroCarbon
Decarbonising car fleets isn’t precisely a crowd-pleaser. It’s complicated,
technical, and simple for patrons to keep away from. The courageous selection? To face that head-on.
Hitachi’s story was a transparent roadmap: we’ll information you step-by-step. That meant
aligning comms and gross sales round one message – a scary factor for some
organisations. However it turned complexity into confidence, and silence into
dialog.
AI is our new context. And we’re all going to proceed to flood the market with even
extra “completely fantastic” content material. However “completely fantastic” is invisible. Is there any level in
getting computer systems to jot down for different computer systems to learn? (properly sure there may be clearly,
GEO might be the way forward for advertising, however that’s not the purpose I’m making, that’s a
completely completely different weblog). The winners received’t simply be the loudest. They’ll be the bravest. Those who choose a narrative solely they will inform, and inform it persistently, from high to backside.
So, ask your self, if my story appears like everybody else’s, why would anybody bear in mind
it?
When push comes inevitably to shove, “Higher tales. Larger affect” isn’t just a line –
it’s the reality. As a result of in a world of AI-driven noise, the one content material price creating is
the type that makes individuals cease scrolling, cease yawning, and begin speaking.
If it appears like everybody else, it received’t minimize by way of.
So don’t accept secure. Say one thing courageous. Give it a go. It’s enjoyable.
