'Messaging Drift' Keeps You Invisible

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AI has cut Tim Ferriss’ book sales 80% from 2022.

He shared the numbers in a blog post this week.

But in that post, he has this amazing line:

“I’d rather write books for 10,000 people than make short-form video clips for 10,000,000..” Tim Ferriss

But he hit on something many coaches, speakers and authors struggle with.

Messaging Drift - The tendency of content to drift away from the core topics, the core beliefs and opinions, and ultimately, away from the target audience.

Tim knows exactly who his 10,000 are. Do you?

That’s where AI can either be helpful or harmful, because you can use AI…

Haphazardly - creating unfocused content that keeps you invisibleIntentionally - creating laser-focused content that is easy to categorize, consume, and push

Let’s dive into those three concepts - Categorize, Consume, and Push.

Algorithms Push Content that is Easy to Categorize.

That seems to be one of the consensus takeaways from Google’s landmark 2016 paper: Deep Neural Networks for YouTube Recommendations (and further research).

YouTube’s algorithm works like this:

* A viewer spends above-average time watching a video

* The algorithm reaches for similar videos to recommend. Same category, similar concept, format, length, topic, etc.

* Similar videos that add value get recommended first

But the algorithm doesn’t really have a real-world understanding of every video.

It doesn’t have:

* Deep industry context

* Coaching experience

* Access to real time conversations in Facebook groups

It has to rely on your titles, thumbnails, descriptions and metadata.

So content that is very focused is easier to categorize and gets pushed more.

Jefferson Fisher is a great example. 6 million Instagram followers.

ONE theme, ONE format, ONE location (sitting in his vehicle).Laser-focused content. Easy to categorize, consume and push.

But in 10 years of working with coaches, speakers and authors…How many truly choose a niche and create focused content?Easy to categorize, consume and push?

Very few. Because…

‘Hard-to-Categorize’ Content is EASIER to Create

And I don’t mean that in a lazy way.

When smart, curious people follow their muse…Without a 30,000 foot view of their content…The result is messaging drift.

Content for 3+ different types of prospects, on a wide variety of topics, in a bunch of formats.

The algorithm can’t easily categorize the ideal viewer…Can’t confidently predict how viewers will consume the content…Can’t predict what will happen when it pushes the content…

So it doesn’t.

And using AI tools in the content production process doesn’t automatically fix this.

Recent studies show that AI has its own ‘drift’ problems…drifting toward the same writing style, promoting the same ideas, recommending the same business strategies. And ultimately, serving its own goal of keeping people using the tools.

But after the conversation with Matthew Rathbun I realized that…

AI Can Make It EASIER To Create Focused Content

IF you set it up properly.

You set up your initial brand documents, codifying who YOU are, the impact you want to make, the kind of content you want to create. How you deliver transformation for clients or attendees, the key beliefs and opinions you want to infuse in all your content.

Then you set up an AI messaging strategist that reviews all your content, hunting for anything that drifts off course.

* Hooks and headlines that sound like everyone else

* Topics that draw the wrong audience

* Guests who don’t fit your target audience

* Phrases that aren’t authentic to you

* Content that isn’t easy to categorize

* Session titles that don’t fit your speaker niche

Setting that system up starts with knowing WHO your 10,000 people are.

Once that decision is made, you can structure AI to push back, give you the 30,000 foot view, and alert you when your content starts to drift.

Algorithms Aren’t Going Away

Algorithms create fast-growth stories. Those stories grab attention.Everyone flocks to the platform with the most attention, trying to be the next fast-growth story.

So if you’re going to use those platforms, give the algorithm what it wants.

Create focused content that’s easy to categorize, consume and push. And use AI to keep you from drifting off course.

Ask This:

If I could ONLY serve one kind of agent, who is it?If there are 10,000 of them, fantastic! That’s all you need to make 7 figures as a thought leader.

Quick Links & Resources

Tim Ferriss - Has AI Already Killed ‘How-To’ Non-Fiction?

Google paper - Deep Neural Networks for YouTube Recommendations

YouTube official article - On YouTube’s Recommendation System

If you know a coach, speaker or author with interesting opinions and insights to share, reach out. I’m always looking for good guests!

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

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