Jun 25 • General Discussion 💬
Why business owners don't move forward with AI…
I see AI Founders explain their service as if it exists in a vacuum.
"We automate X. We integrate Y. We streamline Z."
But that's not how prospects decide.
Prospects compare.
They compare you against the old way - against what they're already doing.
After getting too many “maybes” from prospects early on while marketing AI services for Morningside AI, I recognized something:
If your marketing doesn't show prospects the pain of staying put…
They will NOT move.
They already have some system in place - spreadsheets, VAs, half-baked automations, whatever it is.
So your first job isn't education.
It's dislodgement.
You need to:
• Expose the friction they've normalized
• Intensify how the old way feels slow and painful
• Highlight the cost of staying put
Then, and only then, introduce your service as the answer.
Here’s an example of what "before → after" marketing looks like:
AI Service For Customer Retention:
Before:
"The time you notice churn is after it happens - when it's too late."
After:
"Our AI tool flags at-risk accounts early and sends playbooks. Giving you time to intervene and nurture.”
What drives conversions isn't features vs. features.
↳ It's friction vs flow, chaos vs clarity.
Your job in marketing isn't just to tell prospects what you do.
It's to show the before → after so clearly that staying the same feels like self-sabotage.
Without that contrast, you're informing, not converting.
Don't just market the outcome.
Market the cost of staying the same.
__
I hope this helps,
Dan 🤝
7
2 comments
Why business owners don't move forward with AI…
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