'We Need More of Less'

I've had the pleasure of attending some incredibly insightful workshops led by Andrew Thorp, where he explores the art of storytelling and how it plays a huge part in our lives. Chatting over a coffee recently, we were discussing modern-day life in general and some of the simple things that have been replaced by technology and AI, etc, and the major impact they have on communication both in our personal and professional lives. Andrew summed it up perfectly when he said, 'We need more of less.'

And he is so right! My phone is due for an upgrade, and the plethora of options available seems endless as I decide on which sparkly new toy to choose. Due to the huge amount of pictures I take of food and drink, maybe I should opt for the latest gadget with the best camera? Or do I decide upon the one that will do all of my social media for me? Not as far-fetched as it may sound! If it wasn't for my work, I would be VERY tempted to buy a Nokia 3210 when the most exciting thing you could use it for was to play snake.

Estimates vary, but we spend an average of between 1 and a half and 2 hours a day on social media in the UK. Sitting on the loo (don't deny it!), hunched over your phone as you walk zombie-like to work or dual-screening with the latest Netflix series, we are absorbed by everything that is going on in our handheld devices. It isn't just social media. 9 out of 10 people I see walking alone around Manchester have earphones in or are chatting to someone on the other end of the line (normally holding the phone in that annoying way that doesn't have the earpiece by their ear!). Our senses are being constantly battered by sights and sounds, from the moment we wake until we finally call it a day.

As Andrew and I discussed, this really shouldn't be all about what technology can replace but rather what it can enhance. We often crave the substitute for something rather than the support. I love to get out walking and have recently discovered the excellent app Go Jauntly. Its directions and instructions are enhanced by pictures of key points on the route, making it easy to follow and harder to get lost! But the app doesn't do the walk for me, doesn't get to explore new terrains and countryside, take in the sights and sounds of nature. That is for me. When I write an Instagram post or restaurant review, Chat GPT will give me all the information I need about the cuisine, the chef, the ingredients and the building in which I am dining. But it is me eating the food.

The same applies to our marketing. AI is invaluable as an idea generator or a personal assistant and search engine. It can provide an excellent foundation for blog posts or website content. But it is still us that need to add the personal touch. You can tell an AI-generated LinkedIn post a mile off - even down to the emojis that have been used and the formatting.

I was hugely sceptical of AI in the early days, fearful of just how powerful it could become but I embrace it somewhat now. I know many who are rightly concerned that it may make them and/or their jobs redundant. Copywriters, photographers, marketing consultants, the list goes on. I, however, see it as an opportunity. AI will tell a plumber how to set up a Facebook page for their business but it is only through face-to-face or online discussion that you can truly establish what they want, feel, aspire to and all those things that will guide them, their business and their marketing.

We are often guilty of looking at the past through rose-tinted glasses. But so many of the things we experienced as kids give us an advantage over the current younger demographic. I am part of the generation that knew life before social media and I know this drives many of my ideas regarding certain businesses and their marketing. There are times when leaflets will work better than a Facebook post. It may sound old school but what is wrong with that?

In a world where we are constantly being bombarded with information and new tools, sometimes we should consider the things that HAVEN'T changed rather than those that have changed.

If you want to chat about your marketing options give me a shout 07531 687670 (not a Nokia) or at adam@admia.co.uk

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Andrew has recently launched a new coaching programme that incorporates a game of golf and a chat. You can find out more here...