“So, for me, it’s not really about saying, “Oh, I, I only do backlinks,” or, “I only do digital PR.” I’m more interested in the end goal, which is how can you show up in an authentic way so people actually feel something and feel that you are the right solution for them.”

That is a little snippet from what I said during a really interesting conversation with the fabulous Mariah Macinnes.

The authentic way, the quirky way, the unpolished way – the way that gives a brand character (and soul!) is something I have been thinking about a lot lately, and especially when it comes to outreach.

The more I talk to people, (whether it’s podcast hosts, business owners or neighbours) I hear the same thing: they are so tired of all this AI slop going around. 

There is a lurking skepticism. 

Just the other day I saw a post on Facebook where someone was looking for accommodation in Stockholm. In it, he specified what the budget was, what areas in Stockholm were of interest, his hobbies and a whole lot of other things. 

He did get a lot of responses.

But not regarding his housing situation but regarding the picture of himself.

People commented things like “is that really you on the pic, it looks like an AI generated pic”, “Why do you have so few friends on Facebook”, “be wary of this account”.

This is the skepticism and what we are up against at the moment . 

Nothing feels real, the heart is often missing and things just seem too perfect.

 And this is important for your business.

 On the last three podcasts or so I have asked the host two questions:

1. In the last two years where the use of AI really has exploded, have you seen an increase in the number of pitches you receive?
2. Would you say the quality of the pitches are the same, worse or better than two years ago?

The answers have almost been identical: they all have seen a huge increase in the number of emails/DM:s and pitches and the quality is worse than ever.

This is the AI slop in action. 

 And this is also what I call the lagom trap, because what do you actually give to the other person that receives this email?

Lagom is a word in Swedish that means not too much and not too little, just about right, just safe in the middle.

And I get it, this may sound like a paradox – can too perfect be too lagom? Yes, it can (don’t even get me started on the usage of em dashes…..).

The new reality is that outreach and getting noticed in someone’s inbox are like you are one of the 1000 uninvited guests begging for attention. 

Your email may not even get opened. 

And if it does get opened – imagine what you are up against. 

Someone who just deleted 800 emails and sitting with emotions of frustration, trying to find a good, honest lead among all this AI slop. * hit delete * 

The counter argument that I hear often is that people claim they can automate everything, using AI for all steps. I am by no means against AI, my argument is that while we may get more effective with it (in terms of time and what we produce) – what is the cost?

 What’s in it for the person receiving all of these emails?

 Why should they care?

 Whether you are writing emails to clients or if we are talking about the content on your website, is it in your own tone of voice – and more importantly – do clients see themselves?

In order to build a connection and be one of these emails that get chosen and opened you need to know who you are, who you are becoming. 

Why? 

Because if you can’t clearly define what entities you want to be associated with your brand – how can you build a crossover to the prospect? 

And I am not talking about tactics here, I am talking from a “heart” perspective. 

Entities are often associated to be just the stiff values/topics of a brand – and that is understandable. But because of AI slop creeping in, in every corner we also need to remember the soft entities of a brand. 

The heart.

The personality. 

When you show up uninvited people will look you up. 

They will go to ChatGpt. Your website. Your about page. 

Maybe even your linkedin and read your bio, maybe even talk to some of your connections.

 Perhaps even your Instagram. 

 Go through the ecosystem. 

 They will look for alignment. 

 And the same is true for your existing customers.

People are on the fence even before your email landed in their inbox.

That’s why I always recommend showing up in their neighbourhood first. That will take some time but we are herd animals, not lone creatures. 

 We want to belong. 

 And that’s why we have to lean into the heart more than ever. Because that alarm system screams “This must be fake and AI”.

 “Yet another AI-generated email”. 

 And we need to honor that.