3 proven ways to fix sucky marketing

Safe marketing is a slow death.

Anthropic ran “safe” ads for two years: brimming with safe jargon & zero emotion. Professional copy that some agency got paid $200K to write and everyone in the boardroom was spineless and nodded right along.

🤢

Then they changed everything in September 2025. Here’s is what they did and how it can help your marketing stop sucking.

Move 1: They took a 180 from competition.

What they did: AI models primarily focus on the advancement of their tech. Anthropic responded with their “Keep Thinking” campaign keeping the client in the equation.

If everyone in your space uses sleek minimalism, go raw and personal. If your competitors lead with features, lead with a human limitation.

The opposite gets attention. Safe gets ignored.

Move 2: They made it physical

What they did: Created hats and launched in pop up coffee shops. Something people wear, touch, taste, and stood in line for.

Why it works: Digital gets scrolled past. Physical sits on the edge of your couch. A hat = 100+ impressions per week walking through an airport.

Send handwritten notes to new client. Mail a $5 book that changed your life. Create a simple one-page tool they can print and use

Move 3: They made people > product

What they did: Shifted the spotlight. Made the customer the hero, not the AI.

❌ “Our model sounds human”
✅ “Keep thinking and create better than AI-slop”

Here’s the fix: Open your website right now. Read your homepage headline out loud. Does it sound like everyone else? If yes, rewrite it as the opposite. If you’re primarily digital, where could you add a physical feature?

As promised, faithful marketing that honors God and helps people.

Want help making your content bold while still honoring the people you serve?

We give founders a turnkey process that delivers scary good results without adding to their calendars.

Don’t die slowly,
—Payton

PS - Call your mom today