Not even Andrew Yaang can stop it.
The robot job-takeover is upon us.
And it’s not just truck drivers and warehouse workers in trouble.
Even business-owners could see their profits killed by robots and automation. Killed by sheer stupidity.
Because people like dealing with people.
It’s a cardinal rule of marketing.
And let’s face it: there are some things which people just do a lot better.
Take the car park outside my apartment.
Until a few months ago, this had a friendly bloke taking $10 bills for parking. The business made an absolute KILLING…
…Because people didn’t just like him.
He could also park the cars 3-4 rows deep – packing in as many vehicles as possible. He was one of the highest value workers I’ve ever seen.
I reckon that one man helped the car park make $1000/day.
And what did he cost?
No more than $100, I’m sure.
But now he’s gone…
A ticket machine has taken his job.
The price has gone up and there are signs behind every parking spot: ‘This car park under surveillance 24/7/365.
What happened next?
Well, it seems people have been actively avoiding the car park. Even in the city centre – where good places are scarce – it is nearly always empty. No more than 4 cars at any one time.
Even with the price hike…
…Their profits have probably been slashed around 90%!
What’s more, a man has lost his job.
100-odd people are now lost for parking.
A wonderful cash cow is gone.
Which brings me to the big takeaway:
Marketing isn’t easy, but it is simple. And often it’s the the glitzy new technology that’s a curse.
This past month, I’ve been doing an abnormal number of copy critiques. And I keep noticing the same problem every time.
“Why don’t you make your copy more personal?” I ask them.
Write your copy as you would a letter to a friend. Understand who they are, and what they want.
No, it’s not a new fancy, shiny, whiz-bang marketing tool.
And you can’t delegate this work to a robot.
So why not do it now?
If you don’t, who will?