Is your content discerning?

Hey -

On my AI workshop yesterday I spent a few minutes talking about discernment.

I think it’s important in this AI era.

There’s a lot of people who are pitching complex automation solutions.

These solutions can crank out thousands of pieces of content a day.

All this is fine. I have no real problem with it.

But if you run a high-ticket B2B business, think for a second about your ideal buyer.

The kind of client who doesn’t churn.

They are pretty good at their job.

They work at a good company.

In order to get that way, they have to be good at distinguishing good and bad offers.

We can think about an opposite example: my dog.

For my dog, there’s no difference between a hot dog and a Michelin-star meal.

He has no discernment.

Whatever’s put in front of him, he’ll eat it.

Now, there are clients like that too.

Those kinds of clients don’t understand the difference between low-quality AI slop and genuinely unique valuable insights.

So they will be very easily convinced when random people DM them offering “high quality guest posts”

But…here’s the thing.

Even if you could get those clients - you don’t want them.

They don’t know what they’re doing.

They will get distracted by the next shiny object they see.

You want clients who have discernment.

They can distinguish good from bad.

And the way they do that is through unique, clear, relevant writing.

These people understand spam when they see it.

And also are willing to spend money on high-value things that are communicated clearly in their language.

Now - if your offer is actually not that good, then I can’t really help you.

Go ahead, make a billion pieces of mid content and spam the internet.

Maybe you can get a couple of average clients and get some semblance of a business together.

But that’s not who I serve.

I serve people who have a good offer who are looking for the highest-quality clients possible.

If that’s you: by all means use AI for your content. But use it as a formatting tool and to pull ideas out of your calls.

Don’t outsource your brain to it.

Because the high quality clients WANT your brain.

That’s what their paying for.

Tim

PS. This is the kind of thing we talk about in my group program. There are now 43 great agency owners and B2B business people in the group. It is really fun. You should probably join us.