Why Generic Pablum is Critical for Your Company—Critically Bad

(Imagen 4)

I spend a lot of time on LinkedIn and therefore endure the regular assault from the so-called LinkedIn “experts.”

You know them. 

• The people who get all bent out of shape over this character—because it’s certain proof that you use “ChatGPT” (because there is no other generative AI tool) because no human ever uses em dashes.
• And then in the next breath the LinkedIn “experts” slam people who don’t use “ChatGPT” to increase productivity. For example, jobseekers should use “ChatGPT” to “beat the ATS,” automatically fine-tune their resumes for every individual application, and apply to thousands of positions.
• Oh, but the LinkedIn “experts” say you shouldn’t spray and pray. Tap into the hidden job market via our members-only gated website.

But that’s not the worst thing they say.

Formulate Safe Generic Pablum

When they’re not commanding you to avoid the em dash, the LinkedIn “experts” remind us that LinkedIn is a professional network. And that our communications must be professional.

• No cat pictures.
• No “life sucks” posts.
• Nothing that would cause anyone any offense.

The ideal personal communication is this: “I am thrilled and excited to announce my CJIS certification!” 

The ideal business communication is this:

Yes, the “experts” wish that businesses said nothing at all. But if they do say something, a statement like this optimizes outcomes: “WidgetCorp is dedicated to bettering the technology ecosystem.”

Such a statement is especially effective if all your competitors are saying the same thing. This unity of messaging positions you as an industry leader.

Which enables you to…argh, I can’t do this any more. I am hating myself more and more with each word I type. Can I throw up now? This is emotionally painful.

Derek Hughes just sent me an email that describes this generic pablum. It read, in part:

“Everything reads like it was written by a robot on decaf.

“Same recycled tips. Same recycled tone. Somehow, it’s all… grey.”

Obliterate Safe Generic Pablum

If your company wants conversions—and I assume that you do—avoid the generic pablum and say something. 

• Differentiate.
• Say WHY you matter.
• Don’t fear humanness.

This will bring your hungry people (target audience) to you.

And for the prospects that despise humanness and glory in generic pablum…if their focus is elsewhere, your focus won’t impede. Let them roam in the distance.