3 Steps to Becoming Anti-Generic
Over the last several weeks, I’ve been sharing about the importance of becoming Anti-Generic in the age of AI.
If you’ve missed any past editions of the Newsletter, you can catch up here.
Being Anti-Generic means your content stands out from the flood of messages that all sound exactly like each other.
And in today’s very saturated marketplace, it takes both skill and thoughtfulness to achieve this.
This 3-part filter will help.
Anti-Generic Filter #1 = Your Unique Perspective.
Each of us has a different lived experience and way that we’ve developed our opinions and beliefs. You’ve got to be radically honest and transparent when you share yours if you want to stand out.
Now is the time to cultivate a perspective that is contrarian to the status quo, and don’t be afraid to risk making someone uncomfortable.
Many years ago, I had a course called Magnetic Messaging® where I taught my students how to write sales copy that got their ideal clients to an easy “yes.”
I chose the name for that course strategically. Remember that a magnet has TWO sides: one which attracts and one which repels.
Your unique perspective will repel the wrong people.
If you want to succeed now, you can’t be afraid of pushing the wrong people away. In fact, if your message isn’t repelling a large chunk of the people who hear it, you’re doing it wrong.
Anti-Generic Filter #2 = Proof.
While we cannot control external circumstances, we can choose how we respond to them.
Remember that we’re living in the Age of Fragmentation (see Anti-Generic #2 for a full explanation), where trust has eroded, the middle class is feeling stretched thin, and the ability of anyone to focus on anything for any amount of time has seriously atrophied.
To capture and hold the interest of the people you want to work with, you must share real results from your work.
The more real-life case studies and testimonials you can share about how you can help people, the better.
And the more specific examples you can share about your ability to serve your ideal client, the more confidence you’ll build in your audience.
Proof is the one thing that shows how your work fills a need in the marketplace that no one else can fill.
Anti-Generic Filter #3 = Precision.
Everything you share should have a clear and usable application for your ideal client.
This doesn’t mean you have to share a lot of how-to content.
But you do need to be very specific about who your content is for, when it applies, and what next step the person reading it should take.
Marie Forleo has a great quote from many years ago:
“When you’re talking to everybody, you’re talking to nobody.”
Be very specific about the problem you’re solving and why it’s a problem that needs to be solved right now.
And then be precise about the exact way (or ways) in which you solve the problem.
Perspective. Proof. Precision.
These three combined make you Anti-Generic.
And becoming Anti-Generic is the key to sustaining and growing your business in this marketplace.
To your success,
Anna
P.S. I just had a Brand Brain Intensive™ with a multiple-7-figure business owner who knew she needed to create a more streamlined way to produce content at scale that actually sounds and feels like she wrote it from scratch.
She was encouraged by how accurate the Brand Voice Guide I created for her during our session was. She had a leg up because she’s been in business for more than a decade, and I had a myriad of examples of her unique perspective and voice that I could encode into her Brand Brain™ in Claude. This means she’ll get much more precise content much faster than if she was starting from a blank page.
If you’ve been in business for at least two years and want to work with me privately to build your own Brand Brain™, fill out this short form and I’ll be in touch when a spot opens up.