Yesterday, Australia’s best copywriter, Daniel Throssell, wrote an email with the subject line, “John Bejakovic is wrong.”
Daniel’s email was about my email two days ago, in which I said that nobody really wants a newsletter.
I would like to respond to Daniel’s email, and I will. But a promise is a promise.
And yesterday I promised that today I would continue and finish my email from yesterday, and reveal the bigger point.
My smaller point was that there’s already a ton of fluff on the Internet, and it will only get worse now that anybody can write quickly, cheaply, and convincingly thanks to AI.
You can choose to take advantage of the current moment, which is what my email yesterday was about.
But there’s also the bigger point I promised you yesterday. It’s this.
Last month, over the course of two weeks, an estimated five billion people gathered in bars and on street corners all around the world, or squeezed in on the couch at home next to their friends and family, while watching opposing groups of 11 grown men desperately chasing a rubber ball around a grassy field.
The reason why billions of people engaged in this strange ritual is the same reason why I sent a physical postcard last year as part of my Most Valuable Postcard project.
Because it’s something real.
All those people around the world, hanging out with friends, tuning in to a live football game that everybody else is watching at exactly the same time, with the result still unknown and even uncertain — that’s real.
On a much smaller scale, so was my physical, handwritten postcard.
So that’s my bigger point for you.
The world will soon be flooded by AI-generated and AI-augmented content. This content will be warm, sweet, and inviting.
That means the flood will stay, and it will cover and absorb all the other warm, sweet, and inviting content that’s being created by the last generation of well-meaning human influencers and personality-based content marketers.
But islands in the flood will form, created by people who want some actual real experience of human connection to complement all the time spent being plugged into the solipsistic AI heaven.
So start thinking now, about how to create something real, and how to give that to people.
At least that’s my advice if you want influence and impact in the nearly developing future, or maybe just a better society to live in.
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