marketing

It’s Bad It’s So Bad It’s Good

by

(This column is posted at www.StevenSavage.com, Steve’s Tumblr, and Pillowfort.  Find out more at my newsletter, and all my social media at my linktr.ee)

All right, it’s time to talk AI again. This also means I have to use my usual disclaimer of “what we call AI has been around for awhile, it’s been very useful and is useful, but we’re currently in an age of hype that’s creating a lot of crap.” Anyway, there, packed that disclaimer into one sentence, go me.

I’ve seen “AI-ish stuff” for 30 years, and the hype for it is way different this time.

Watching the latest hype for “AI” (that pile of math and language that people are cramming into everything needed or not) I started listening to the hype that also seemed to be a threat. We have to build this. We have to build this before bad guys build it. We have to build a good AI before a bad AI. This may all be dangerous anyway!

Part of current AI marketing seems to be deliberately threatening. In a lot of cases it’s the threat of AI itself, which you know, may not be a selling point. I mean I don’t want a tool that might blow up in my face. Also Colossus: The Forbin Project freaked me out as a kid and that was about competing AI’s teaming up so you’re not selling me with the threat that we have to make AI to stop AI.

But this marketing-as-threat gnawed at me. It sounded familiar, in that “man, that awful smell is familiar” type way. It also wasn’t the same as what I was used to in tech hype, and again, I’ve worked in tech for most of my life. Something was different.

Then it struck me. A lot of the “hype of the dangerous-yet-we-must-use-it” aspects of AI sounded like the lowest form of marketing aimed at men.

You know the stuff. THIS energy drink is SO dangerous YET you’re a wimp if you don’t try it. Take this course to make you a super-competitive business god – if you’re not chicken, oh and your competitors are taking it anyway. Plus about every Influencer on the planet with irrelevant tats promising to make you “more of a man” with their online course. The kind of stuff that I find insulting as hell.

Male or female I’m sure you’re used to seeing these kind of “insecure dude” marketing techniques. If you’re a guy, you’re probably as insulted as I am. Also you’d like them to stop coming into your ads thanks to algorithms.

(Really, look online ads, my prostate is fine and I’m not interested your weird job commercials).

Seeing the worst of AI hype as being no different than faux-macho advertisements aimed to sell useless stuff to insecure guys really makes it sit differently. That whiff of pandering and manipulation, of playing to insecurity mixed with power fantasies, is all there. The difference between the latest AI product and untested herbal potency drugs is nill.

And that tells me our current round of AI hype is way more about hype than actual product, and is way more pandering than a lot of past hype. And after 30+ years in IT, I’ve been insulted by a lot of marketing, and this is pretty bad.

With that realization I think I can detect and diagnose hype easier. Out of that I can navigate the current waters better – because if your product marketing seems to be a mix of scaring and insulting me, no thanks.

Steven Savage

Marketing Is An Infection

by

(This column is posted at www.StevenSavage.com, Steve’s Tumblr, and Pillowfort.  Find out more at my newsletter, and all my social media at my linktr.ee)

Being a creative person who hangs out with creatives, we often discuss marketing – and it’s a popular subject among us as of late. Our reactions have not been, shall we say, civil towards marketing creative work in 2024. Or probably the past decade. Or three. Or our lifetimes.

Something disturbing that has come to mind from these discussions is how marketing isn’t how we sell writing, but how we THINK of writing. If you at all try to market your work, thoughts of marketing will doubtlessly infect your work as you create it. There’s always that voice in your head that takes the books, seminars, and suggestions you’ve experienced and whispers on how to do your writing or art or whatever.

You’re not writing you’re marketing

That voice is actually a constant drumbeat in our culture and we miss how widespread it is. Personal Branding seminars, amazon marketing lessons, endless books on how to write what sells, etc. are everywhere. There’s also blatant how-to-write-for-market books like “Save The Cat” and so on. I’ve even seen it well argued that the Joseph Campbell’s contrived “momonmyth” has so intertwined in culture that it affects our media and in turn our way of promoting it.

As I’ve changed my writing to be more personal columns (like this), art (under a pen name) and small press (under a pen name, look I have many) I’ve been doing more work for myself. To not think about marketing (as much) is not only liberating, but made me see how it infected way too much of my work (and that’s a wide body of work).

It’s a subtle thing, of course. Write an extra career book to help people in the thoughts it’ll help sell my others. Way With Worlds went through many experiments, including one that made me wonder if it was easier as a promotional – when it became my flagship. I vacillated on the plots of my novels to fit various desires, patterns, etc. (honestly, probably why they weren’t quite what I wanted).

How much of my writing has been me and how much has been marketing thoughts? Marketing is an infection that we’re all suffering from.

The ads you’re sick of in your browser are just the blatant, resource-consuming, questionably-targeted, most visible manifestation of marketing Over Everything. Do so many things seem empty? Well part of that is because they’re meant to be sold not experienced. Does your own work feel like checking boxes to it sells?

Now that I’ve stepped into some more for-me creative works it’s fairly obvious how widespread the Marketing Infection is. It also makes me mourn all the things that could have been and may not be but for someone trying to write/paint by the numbers of a marketing guide.

I don’t cast aspersions on people that want to make money at creative work. In fact, trying to “figure out the system” can be its own fun challenge! But we do have to ask if it’s become too much of a driver that shapes our lives and work. We also have to ask how it shapes our choices of what we consume and do.

Because the infection is widespread.

Steven Savage

Virality Banality

by

(This column is posted at www.StevenSavage.com, Steve’s Tumblr, and Pillowfort.  Find out more at my newsletter, and all my social media at my linktr.ee)

Over the years, the term “going viral” started to get on my nerves.  As I’m a writer, this nails-on-chalkboard-in-my-soul experience is common as “going viral” is oft a goal of writers.  We want tales of our books to “go viral” so they reach our audience – oh, and so we make money.  Despite the “positive” take on it, I kept finding it annoying.

I figured it out recently – and I’m glad to say three years of Covid-19 chaos was only a minor part of it for this hypochondriac.  However, it does involve viruses-as-metaphor – so let’s talk viruses.

A virus isn’t even a living thing; it’s a replication machine that uses living creatures to reproduce.  It has no reactions, no feelings, it’s not even a single-celled bacteria.  A virus is pointless – which is probably why they’re so scary – at least a bacterium is alive like you.

The idea of “going viral” as an author or artist gets to me as the idea is “you hijacked a bunch of people’s attention and got them to spread what you posted.”  The quality of your book or art doesn’t matter – at best, it’s an afterthought of whatever meme or clever marketing phrase you used.  Dross and brilliance, specialty work and mass appeal creations, the content doesn’t matter.

There’s a creepy implication to “going viral” that your work could be like a virus, and that’s laudable.  You can make your work perfectly calibrated to sell, create a perfect campaign, and get a bunch of attention – but there’s nothing there but a bunch of optimized math.  I’m unsettled by the idea of “virality” replacing creativity.

When you take a look at our media and social media landscape, you can see it’s gone in that direction.

What do I do with this knowledge of my opinions?  Mostly it tells me what I’m comfortable doing as an author to promote my works.  Partially it may tell me why some of my fellow creatives are unsettled by “going viral.”

But it also means I’m casting a far more jaundiced eye on marketing and social media, and I’m sure I’ll have more opinions to follow.

Steven Savage