More isn't better! ✨


Hello Reader,

I'm wading back into the AI discussion (kind of) as I've seen a worrisome trend emerge from it. Tools like ChatGPT definitely make it easier to create content (and I've written about why already), and so I've already seen a lot of advice about how consultants, coaches, and other experts can leverage these tools to be more visible.

Here's the problem: More is not better.

More content does not equal better results.

More tactics do not create more revenue.

More words do not mean better words.

That's not how any of this works.

And yet now, more than I've seen in at least ten years, folks are promoting this volume approach to marketing. And I'm worried, frankly.

Data from our real life clients tells us that quality, uniqueness, and alignment with your audience's big challenges and aspirations outshines the post and pray approach every single time.

One of my favorite clients (there are a lot of them) committed to creating one high quality article on her website each month, with a strategic and focused approach we co-created. After a year, she was outperforming many competitors and—more importantly—was attracting qualified clients that had no qualms about her fees.

This worked because there was a plan that was finely-tuned for her business and her audience, she didn't need to push for high volume and the post, post, post approach that the AI evangelists push.

Here's my hard truth:

When you sit down and get really clear-eyed about your numbers, and understand how many new leads you need to attract and empathetically understand their big challenges and goals, you will realize that higher quality content wins every single day—because it grabs the attention of people whose problems you can solve. When you do the math with that context, you simply don't need to be a content factory.

(We talk about this a bit in our discussion of client awareness stages—watch the replay for free here.)

Don't treat content like you're playing a numbers game—and don't believe people selling AI as a cheat code.

Warmly,

Sarah

Do you have a tough challenge you'd like to tackle with purpose and focus?
⚡️ Then you'll love working with me 1:1 in our Spark Sessions program. This is the intensive marketing & business strategy sprint folks have been asking for! A structured, co-creative experience with me (Sarah) over six weeks, plus Voxer access, that will uncover the solution that will put you on the best path forward. Hit reply and we'll get you scheduled for a call to talk about it!

Curious about what this looks like? Read my client stories about this experience here and here.

Hi! I'm Sarah Moon!

The status quo of modern marketing isn't designed for you and me.The hard truth is that most marketing strategies are designed for massive corporations, while small businesses, consultants, coaches, and other experts are left feeling that the advice they’re given just doesn’t fit—and they’re right. We have two choices: we can struggle to force our businesses into an ill-fitting mold, or we can reinvent a system that works for us and allows us to thrive. I don’t know about you, I prefer door number two. 💌 Reach our team at hello@smco.studio. 🌟 Ready to work together? https://sarahmoon.net/get-started

Read more from Hi! I'm Sarah Moon!

Hello Reader, As algorithms get more and more fickle (looking at you, Instagram) I see more and more folks talking about returning to their previously abandoned blogs as a marketing channel. Which is great! I love seeing smart business owners focus on an owned property (remember, the own two online marketing channels you own are your mailing list and your blog). You could most definitely fire up WordPress or Squarespace or whatever website platform you use and start posting away, but that's...

Hello Reader, This week I stopped at my local art supply store (aka the second best place ever, just behind a local bookstore) and picked up some fun stuff, including a new watercolor paintbrush. (I've been taking a course on watercolor, it's fun!) I sprung for the fancier grade brush, which was about $12 USD instead of $8 USD. I got it home and, naturally, I had to test it out. It turns out this little brush solved almost all my frustrations. It wasn't me, it was the tool I was using. I...

Hello Reader, As we're solidly at the halfway point in the year, it's probably time to think about the end of the year. I know, wild, right? That's because one of the truths across industries is that the end of the year happens FAST—and folks who don't plan for the last few months end up being frustrated because their marketing isn't reaching the right people and they're lost in the shuffle. That means that right now is the perfect time to get ready for the fall and winter seasons (or spring...