You Can’t Randomly Generate Connection
A month ago, I got this “message from a partner” of a marketing newsletter I subscribe to. I wanted to post about it earlier, but I’ve been a little speechless since reading it.
*CONTENT GENERATOR 1/2 PRICE OFFER:
XXX’s Content Generator makes it easy to consistently promote your expertise. It includes 167 pages that describe how to use ‘list-based’ writing and more than 400 content ideas–each complete with definitions, examples, and applications. Used by authors and master copywriters the world over.
Create your own marketing messages that enhance your credibility and promote your expertise.
Save thousands of dollars on freelance writing fees each year and create precisely the message you want.
I only have a vague understanding of this piece of software because the ad links straight to a purchasing form rather than to more information. I love how they promise that it will replace your need for freelance writing and help you with your own creativity…by giving you access to a database of static “content ideas,” all for $69. Seriously, who would think it was a good idea to promote their business and connect with their customers using a similar principle to the Dilbert Mission Statement Generator.
Ok, I can see how some businesses would be attracted to this software, much in the way that I’m interested in the newest weight loss gimmick. But here’s where I stand–as an independent professional, nothing, NOTHING, can replace your unique creativity and voice for being the strongest tool you have to reach your ideal customers. Just like in weight loss, the answer always comes down to motivation, dedication, and hard work.
December 19th, 2006 at 6:15 pm
So true!
December 20th, 2006 at 10:03 pm
I write about this type of topic a lot on my own blog. I can only urge professionals to reach out and establish thier own voice and personal brand.
Some of the “content” companies that produce bulk newsletters and encourage severe usage of RSS feeds for syndicated content don’t realize how off target they really are.
~Barry
December 20th, 2006 at 11:01 pm
Oh my god. The Dilbert Mission Statement Generator. Now that is hilarious!
December 26th, 2006 at 3:02 pm
Well, yes and no. There’s something called a headline generator that many copywriters use to create headlines. You have to feed the software good ideas but I’ve been surprised at the quality of output.
I also get clients who are concerned that, if I write their copy, their sites won’t sound like them. Sometimes you want to write with your own voice, but for home pages and sales letters, it’s not necessary. Standard style and standard phrases actually are more effective. A good copywriter will sound authentic rather than sales-y.
That said, I’d want to know more. Frankly, I’d rather see someone use a content generator than go to a discount site (such as Elance or RentaCoder) and hire a $20-$35-an-hour writer. Those writers sometimes are very good, but sometimes they plagiarize. You have to be very careful.
It IS a problem because hiring a good writer is very expensive. If you’re on a budget you’d do better to get some coaching and learn how to do it yourself.