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I got a message this week that reminded me of something we all do sometimes.
Someone reached out offering to help make automated content "feel more human" and "genuinely personal, not robotic."
But the message itself? Completely templated. Generic. The kind that could've been sent to 100 people with just the name swapped out.
I'm not sharing this to mock anyone. We've all done this. I know I have.
We preach authenticity while using the same framework as everyone else. We discuss personalization when batch-processing our outreach. We sell solutions to problems that we actively demonstrate in how we sell them.
It's called cognitive dissonance when your actions don't align with your values or message.
And here's the thing: automation isn't the enemy. Laziness is.
You can automate parts of your process and still be thoughtful. You can use AI to help you write and still sound like a human. But you can't fake actually caring about the person you're reaching out to.
Real personalization isn't using someone's first name three times. It's showing you actually looked at what they do. It's offering something specific, not just "I saw your work."
This applies to everything. Lead magnets. Cold outreach. Newsletters. Daily posts.
If your message feels like it could be sent to anyone, it's for no one.
Before you hit send, on anything, ask yourself: does this match what I'm trying to say? Or am I doing the exact thing I'm telling others not to do?
We all fall into this trap sometimes. The key is catching yourself before it becomes your pattern.
What's one area where you've caught yourself contradicting your own message? (Reply to this email or comment below, I’d be glad to hear from you!)
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.