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😱 Authentic in a World - of Sc-AI-ry
In this week's Baking it Down Podcast - Episode 281 - Authentic in a World of SC-AI-ry, we are not bashing AI. In fact, I think most bakers should find a way to incorporate it into their workflow, automation, and planning.
But in marketing, specifically your interface with the clients, authenticity always wins. And oftentimes, being authentic is the opposite of easy. So while bakers out there are generating their images, copy, blog posts, and newsletters, doing it the ol' fashioned manual way can help you cut through the AI clutter.
Unfortunately, not automating something typically translates to it taking longer - but consider this: If it takes .002 seconds to generate and post, was it worth posting at all? And with AI labels on Meta posts and Instagram accounts being labeled AI-generated, I believe we may be seeing a depreciation in content that is AI-touched (meaning hand-typed - is that even a word?). So there's an additional incentive to be yourself. People want to see you, and algos may possibly be showing your content more if it's from you.
The strategy summary: you can stand out by going against the flow here.
🧟♂️ Authentic Photography
When everyone else is using AI to generate pre-sale images, standing out is your own slightly imperfect photography style. Those small crumbs you forgot to brush off the backdrop, the reflection of the cello bag in the camera lens - that style people can recognize your bakes from - this is what's going to have you stand out. Finally - being imperfect is the move to come across as authentic. AI could never.
🧟♂️ Authentic Copy
Writing your own captions - typos, hanging participles, and the incorrect use of effect and affect - can help you stand out authentically. Yes - we preach professionalism, but the game has changed. Everyone, seemingly overnight, is writing copy that could be published in the encyclopedia. It's so perfect, it's actually become predictable (check out Google's recent update on SEO using AI-written articles). Humans are messy, and so is their writing. People want you.
If copy is tough for you, AI can be the jump point; then add yourself back in. AI is an amazing tool, but it's a less-than-stellar replacement for the real you.
🧟♂️ Authentic in Front of the Camera
Corrie and I discussed this at length - the last frontier AI really struggles to generate is you... like literally you - the you in front of a camera (I know, I hate it too). The fastest way to cut through generated content? Be yourself in an Instagram story. Stories were designed to be "behind-the-scenes," so by nature, they're expected to be messy. And that's what the people who watch stories want to see. In fact, Instagram's CEO said to stop sharing feed posts to stories - people don't want to see that; they want YOU.
This month of October, I've decided to post a story to Sugar Cookie Marketing's Meta profiles every day - despite how the hair and makeup turned out.
🧟♂️ Authentic In-Person Events
Ain't no AI making a humanoid (yet, at least) - stand out by going out. Sign up for that vendor event, join that business networking group, teach that in-person class, and man your cookie carts - these are going to separate you from the digital stunt doubles a lot of bakers are using as their replacements.
If you're about to comment, "I hate AI," you've entirely missed the point of this post. I think all bakers should consider finding ways AI automation can buy back their time and make their business more efficient. But in terms of marketing and reach, right now the vote is to stand out by being as you as possible on the customer-facing side.
👂 Snag this podcast on any major podcast player (Spotify, Apple Music, Audible, Amazon Music, or watch it on YouTube) by searching for Baking it Down Podcast - Episode 281 - Authentic in a World of SC-AI-ry.
