Phil Risher argues marketers should use customers' actual language and complaints, not generic AI copy. A thermostat blowing hot air and high humidity beats generic HVAC ad copy. Mirroring specific problems makes you look like an expert who can actually solve them.
Great marketing does not start with running a different type of ad. It starts with how your customers think. Right now, digital marketing companies, when they want to run ads, they go to ChatGPT and say, can you write me some ad copy for HVAC contractor to get more installs? That's how they start this. What if you started with your actual customer conversations, the real pain points that your customers are saying? I turn my thermostat on and it's blowing hot air and nothing is happening and I have 70% humidity in my home. That is the real, real stuff that people are saying. When you start marketing ads, content creation with what your customers are actually saying, it allows you to stand as a subject matter expert because the more specific you can get about describing your customer's problem, the more confident they are that you're going to be able to solve it.
