Joe asks: "I have a team producing marketing copy, but I'm not getting responses. I think the ads are good. We use ChatGPT with our avatars loaded, but the marketing channels aren't producing leads."

Scott diagnoses the real problem: Joe has improperly defined success. His team is measuring copy production, but copy isn't the marketing metric—leads are. The deeper issue: Joe doesn't truly know his customer. When you're hunting without clarity, you default to thinking an ad is "good" because it reads well to YOU. But you're not the intended audience. What reads well to you could fizzle to your target reader.

Scott shares how his own team flagged a TikTok problem: "You're not connecting with people there." They researched, identified what needed to change, and adapted. That's what a team with the right definition of success does.

The AI slop warning: Today's content is often unreadable. People joke "which model wrote this?" If your content sounds like everyone else's, you won't connect.

The fix: Meet with your team. Redefine success. We could produce a million pieces of copy, but that's not winning. Winning is X number of leads. Paint that picture for your team.

The bottom line: You're not the intended audience. Stop measuring copy. Start measuring leads. Redefine what winning looks like.

Got a business question? Ask Scott here: scotttodd.net/ask