AI isn’t the next big thing – here’s what is

I am simply going to come back out and say it:

I do not assume AI is the subsequent large factor. 😤

In reality, I am betting the way forward for my firm on it.

I do know what you are pondering:

“This man’s misplaced it.”

However hear me out.

I get that everybody’s hyped about AI, and breakthroughs are popping up consistently.

Large Tech is taking part in the most costly recreation of maintaining with the Joneses. 💰

On this article, I’ll share:

• Why I do not assume AI is the subsequent large factor
• What the subsequent large factor is
• What you are able to do to capitalize on it

However earlier than you’ve gotten me dedicated, let me provide you with some context on how I arrived at this perception.

Fast Intro

In case you’re new to my work, my title is Lester, however my buddies name me Les. 👋

I am a founder with a profitable exit and at the moment the chief chairman of a bunch of ecom manufacturers, however I am an award-winning efficiency marketer at my core, and recognizing traits is my factor.

Here is a enjoyable truth: To remain forward within the aggressive ecom area, my staff and I developed inside instruments and processes to identify traits quicker than anybody else. In actuality, we function extra like a knowledge firm than a standard ecom model. 🤓

That is why I can confidently say AI is not the long run. To see why, we have to perceive the panorama.

Understanding the AI panorama

This context is admittedly, actually, actually vital.

The “subsequent large factor” is rarely in vogue.

It isn’t obvious.

If folks do not name you loopy while you inform them, you are in all probability not onto one thing. The lots by no means see it coming — not you, although; you learn ZDNET. 😎

Here is what I imply:

Inform somebody AI is the subsequent large factor, and the response will in all probability be nearer to “duh” than “you are loopy.”

Examine this out:

All of this occurred within the final 30 days! 🤯

And here is the loopy half: these AI improvements will not cease.

AI is right here. It is all over the place.

As AI makes constructing apps, web sites, and instruments simpler, the market will get flooded with noise.

It is giving “race to the underside,” not the subsequent large factor.

Do not get me unsuitable…

AI is unimaginable. 💪

It is a revolution.

Many will make a killing.

But it surely’s not “subsequent.” AI cannot be the subsequent large factor as a result of it is already right here.

Yeah, I technically cheated by saying it like that, nevertheless it’s a vital idea to understand. 👉👈

By definition, it could’t be “subsequent” if it is now. Really feel me?

Some would possibly argue that is the subsequent factor for giant tech, and that is a good level.

Large tech has to play this recreation.

However for folks like us? AI is not subsequent, so we should always concentrate on one thing much more urgent. 🎯

AI is the software to get us there, nevertheless it’s not the subsequent large factor for folks such as you and me.

In my expertise, chasing traits is sort of a recreation of musical chairs.

The music stops someday, and also you’re left standing.

No thanks. 👎

What’s the subsequent factor?

We have already established that the AI wars are the Olympics of the race to the underside.

What’s subsequent, you ask? 🤔

The subsequent large factor is proudly owning consideration, and it is about to go for a premium.

The perfect factor about AI is that it makes every part straightforward. The worst factor? It makes every part straightforward. Extra rivals will enter your area, and outdated rivals will get higher — all powered by, you guessed it, AI.

So, the place ought to your focus be?

Not on AI. Your aim must be to assert essentially the most precious actual property: your prospects’ consideration.

In a world the place anybody can compete and do something, the benefit can be:

Being recognized nicely. (Not the identical as being well-known.) 💡

In case you assume buyer acquisition prices are excessive now, wait till 100 new rivals are bidding to your key phrases in a single day.

Here is why proudly owning consideration is a large alternative:

It is hardly ever mentioned, usually ignored, and easily not fashionable or thrilling.

Consideration is one thing each enterprise wants. To have a profitable enterprise, folks must know you exist.

Customers are 2.5 instances extra seemingly to decide on a model they acknowledge over a lesser-known competitor.

With out consideration, you are useless within the water — irrespective of how good your AI-powered services or products is.

Most individuals nonetheless do not worth consideration the best way they need to. That is why it’s essential to make your land seize and double down now.

Breaking by way of the noise can be almost inconceivable in just a few years, and prices will solely preserve climbing.

AI is not the subsequent large factor. Proudly owning consideration is. 🚀

How you can capitalize shifting ahead

There are numerous methods to attach along with your viewers, from in-person occasions to making a publication.

Whatever the technique you select, the aim is to make a real connection along with your prospects.

The irony of all this AI stuff is that it makes us crave human connection extra. Lean into that by exhibiting your prospects what occurs behind the scenes.

Be an actual particular person, not an AI agent. 🤝

Like I mentioned earlier, AI is nice, however doubling down on being human… chef’s kiss.

Because it pertains to media you personal, listed here are just a few advertising and marketing channels I am bullish on and which can be nice for owned consideration:

📩 E mail 

E mail is such a strong software and is so underrated. Customers who buy merchandise by way of electronic mail spend 138% greater than those that do not obtain electronic mail presents. As well as, 88% of electronic mail customers verify their inbox a number of instances a day.

Professional Tip – E mail is not useless. Your emails are boring. I am sorry to say it like that, however somebody needed to inform you. Make emails enjoyable and fascinating, like writing to a pal… then make your provide. 🤗

📲 SMS 

At some point, I am going to inform you how we turned $20,291.87 in spend into $556,314.10 with SMS. In comparison with Google and Meta, SMS is less expensive, particularly with 72% of shoppers buying after receiving a model’s textual content.

Professional Tip – The SMS cadence is not the identical as an electronic mail cadence. It isn’t cool to ship folks 10 messages a day. Hold SMS brief and to the purpose with a punchy name to motion.

🥂 In-person occasions

The return on an in-person occasion is far tougher to trace, however if you happen to can afford it, do not anticipate to see speedy features.

Professional Tip – Leverage the face time with present prospects and use the movies and pictures of the occasion as advertising and marketing belongings.

My two cents 

I am going to depart you with this:

Throughout the dot-com growth, corporations with strong enterprise fashions thrived, whereas numerous ventures with out strong foundations collapsed.

However you recognize who’s hardly ever talked about after we discuss that period?

The telecom trade. 🤑

Whereas the highlight was on flashy tech startups, telecom corporations quietly thrived, offering the infrastructure that made your entire growth doable. They weren’t chasing hype; they had been delivering actual worth.

Generally, the largest winners construct the foundations everybody else depends on.

Each time I assumed I might get out and in of a development earlier than it ended… I obtained obtained.

Each. Single. Time. 😫

Sure, I will be utilizing all the flamboyant AI instruments accessible.

However I am going to concentrate on constructing my relationship with my prospects.

The companies that can win are people who:

• Reduce by way of the noise
• Concentrate on being recognized nicely
• Undertake a value-first technique

The longer term belongs to those that create precious relationships with their audiences — relationships that AI cannot replicate.

The true alternative shifting ahead is to grasp the artwork of getting and retaining consideration. That is the way you thrive within the new consideration financial system.

Here is a trend-spotting trade secret: If everyone seems to be speaking about it, it is already too late. The “subsequent large factor” is rarely obvious. The second you may say “AI” to your dad and mom, they usually perceive what you are speaking about, the celebration is over.

And being known as loopy?

It is a praise. 😏

Proudly owning consideration is what’s subsequent. 🚀🌕

😇 Hope this helps. I am rooting for you.

P.S. 📩 Need extra data-driven advertising and marketing insights? Join my free publication, No Fluff Simply Info. I share what’s working on the planet of digital advertising and marketing, the most recent traits, and the occasional pep speak to maintain you impressed. If this appears like your jam and also you wanna be besties endlessly, click on right here to enroll. It’s very free!