If your marketing blends in, it’s already losing. In this episode, Mike Montague sits down with @schwedelson , CEO of Outcome Media, founder of SubjectLine.com, and host of the Do This, Not That podcast, to talk about why “boring” is the silent killer of your campaigns. Jay shares why AI isn’t the enemy, but a partner for amplifying creativity, and how SMBs can use it to produce attention-grabbing ideas that cut through the tidal wave of generic content.
From meme-powered event promotions that generated millions of organic views, to practical tips on balancing “feed the beast” consistency with big creative swings, Jay gives a masterclass in marketing that stands out without burning you out. You’ll hear how to avoid the trap of overcomplication, why focusing on simple, human ideas works, and how to create moments that make your audience stop scrolling and start engaging.
If your marketing looks like everyone else’s, it’s already losing. That’s the hard truth Jay Schwedelson dropped on the Human-First AI Marketing® podcast, and it’s one SMB owners and marketing directors need to hear. You’re not just competing with the other players in your industry; you’re competing with the tidal wave of generic, low-effort content flooding your customers’ feeds every day.
Jay’s take? That’s actually great news if you know how to respond. Here’s what we learned from our conversation about avoiding boring marketing in 2025 and beyond.
1. Boring is the Real Competition
Forget the company down the street. Your biggest competitor is the “meh” marketing that causes people to scroll past without a second thought. Safe, predictable content doesn’t just fail to win attention it trains your audience to ignore you.
Human-First Takeaway: Treat every piece of content as an audition for your audience’s attention. If it wouldn’t make you stop scrolling, it probably won’t make them stop either.
2. AI is Your Partner, Not Your Replacement
AI is an amplifier, not a substitute for your voice. Use it as an idea generator, editor, and productivity booster not a copy-paste machine. Jay even built his own private GPT trained on years of his own content so it “thinks” in his voice.
Human-First Takeaway: Train your AI tools on your tone, values, and customer insights so they work with you, not instead of you.
3. The Tidal Wave of Generic Content is Your Opportunity
Most businesses are pumping out AI slop: generic, repetitive, and soulless. That means your authentic, human-centered marketing has more room than ever to stand out.
Human-First Takeaway: Don’t race to the bottom on content volume. Instead, make fewer, better, and more human pieces that people actually want to share.
4. Niche Down to the Basics
Chasing the latest, flashiest tactic often misses the point. Jay reminded us that most people still need simple, easy-to-apply ideas not “rocket ship” strategies that only 1% can use.
Human-First Takeaway: Build your reputation on clear, repeatable wins your audience can implement today not just “cutting-edge” experiments.
5. Create “Firehose Moments”
It’s not enough to keep a steady drip of content going. You need big, attention-grabbing moments like Jay’s meme-powered event campaigns that flood your audience’s feed and get them talking.
Human-First Takeaway: Plan a few “tentpole” moments each year where you go bigger, louder, and more creative than your everyday marketing.
6. Feed the Beast Consistently
If your brand’s channels go silent for weeks or months, your audience assumes you’re out of business. Even if a post doesn’t go viral, it signals you’re still active and engaged.
Human-First Takeaway: Keep your baseline activity consistent so you’re always visible when your customers are ready to buy.
7. Mix Quantity with Creativity
Jay’s mantra: send more email, post more often but don’t obsess over perfection. “Good enough” keeps you consistent, and your energy stays free for the high-impact ideas that make you memorable.
Human-First Takeaway: Ship consistently, save perfectionism for your big creative swings.
8. Borrow Culture, Don’t Force It
Jay’s team generated millions of views by reworking popular meme templates with event messaging. It’s proof that familiar cultural formats can be a springboard for attention.
Human-First Takeaway: Tap into the formats your audience already recognizes, it shortens the time from “I see this” to “I get this.”
9. Simplify to Stay Sane
Jay now checks email just three times a day. By avoiding the constant ping of digital noise, he keeps his focus on work that moves the needle.
Human-First Takeaway: Build boundaries into your marketing workflow so you have the space for strategy and creativity, not just reaction.
Final Thought:
In a world drowning in AI-generated sameness, the real advantage belongs to SMBs who keep their marketing human, creative, and consistent. The lesson from Jay is clear: use AI to speed up the boring parts, but keep your hands on the creative wheel.
If you want to build a marketing system that’s as strategic as it is human, Avenue9’s Human-First AI Marketing® approach can help. Let’s talk about how to amplify your voice, not replace it.
