A future where words have no value
Spoiler: it’s already here
On a scale of 1 to 10, how would you rate this recruitment agency’s value proposition?
"We are a team of experienced recruitment experts who are passionate about helping individuals find their dream job and assisting companies in finding top talent.
We take the time to understand your unique needs and goals, and use our extensive network and industry knowledge to connect you with the best opportunities.
With our personalised service and commitment to excellence, we can help you achieve your career aspirations and build a successful and thriving team."
Interestingly, I created it in less than 10 seconds. And when I say I created it, I asked an AI tool to write a value proposition for a recruitment company. With that in mind, I was shocked by how realistic it is.
But my main reaction was a realisation that this tool will suck all meaning out of every word ever written from now until the end of time.
If you think that’s a little strong, you might be surprised to hear that I don’t think the AI tool has actually changed anything. Words have already lost so much of their meaning, especially when selling B2B services like recruitment.
The reason the AI-generated statement above seems so realistic is that almost every recruitment agency uses some version of those words. Which is why so many recruiters I meet struggle to define what makes their service different.
But the good news is you can show your clients how you stand out from the crowd (and, therefore, justify why they should pay you more).
And the way to do it can’t be replicated by an AI generator, which means your competitors can’t copy-and-paste your USP and make it their own.
The answer is to take your proposition beyond words, and make sure your clients experience it for themselves.
Anyone can get an AI tool to write ‘We take the time to understand your unique needs and goals’. But when you pitch your services in a way that brings those words to life, you have something unique.
If you want help bringing your value to life, simply reply to this email and I’ll talk you through our next steps.
Jon
P.S. My emails will always be written by me, because that’s what you signed up for and what I’ve promised to deliver.
But these AI tools have made me question whether AI-generated content can add value just as well as I can.
My conclusion (so far) is similar to my point in this email. When I can bring pricing ideas and concepts to life in a unique way that helps you to run your business better, I add more value than an AI tool.
If you want help bringing your value to life, simply reply to this email and I’ll talk you through our next steps.