Why Common Sense Is the Most Radical PR & Marketing Tool of 2025

Let’s get one thing straight: if I had a pound for every time a client underestimated the power of their own copy, I’d be writing this whilst eating a slightly more expensive lunch. Yet here we are, in 2025, and the basics—the “boring” stuff—are suddenly the most radical strategy you can deploy. Instead of spending hours (really) wondering why it's such a blindspot for people who are seemingly desperate for more reach, visibility and sales, the facts are starting to speak for themselves, making my mission a bit easier.

It's in there somewhere...

The copy & messaging blind spot

After 25 years in the trenches, I’ve seen it all: business owners obsessing over the latest social media “hack” while their website copy reads like it was written by a committee of confused robots. Here’s the truth—your words are the front door to your business. If your messaging is muddled or generic, no algorithm, AI tool, or viral dance trend will save you. Consistent, authentic copy isn’t just nice to have; it’s the backbone of trust and conversion in an era of AI-powered skepticism. It's no longer about how you make your potential clients, customers or readers feel - it's literally the gold that will get you found - and being found is the thing that will bring you the sales or recognition you are chasing elsewhere.

Consistency: The overlooked superpower

Don't get me wrong, I'm a huge fan of the 'quick win' - it's a not-so-little thing I combine in all my client work, and I say 'combine' because it's important to chat about consistency. It’s not glamorous, especially if you are as inpatient as me, and most of you are, but it’s the reason brands like Coca-Cola, McDonalds and Apple are instantly recognisable (and profitable). The latest UK TV campaign for McDonalds is even based on the idea of you knowing exactly what the brand and product is without telling you either. Consistent messaging builds trust, boosts SEO, and creates loyal customers. Yet, so many businesses treat it like flossing—important, but often ignored. Inconsistent content confuses your audience and erodes your credibility.

Confused people don't convert.

Read that again.

The fix? Write the headlines only YOU can write - make every messaging point and opportunity unmistakably yours - on brand, wel;l positioned and an eye on the algo's.

The follower fallacy

In the GCC especially, people are obsessed with follower counts and platform engagement. The former is important for sure, but if the only touchpoint your business or brand has is Instagram then you really don't have a business. After 16 years in the digital marketing space - as Oprah would say - I know this to be true. More followers doesn't equal more sales—or more authority. What matters is who’s listening, not how many are scrolling past4. Focus on meaningful and attributable, not vanity metrics. The brands winning in 2025 are those building real relationships, not just big audiences. How many clients or customers can you handle right now anyway? Identify the 'real ones' and speak to them, consistently, cross media like your bottom line depends on it - because it does.

Calm down and go back to basics

In a world obsessed with more posts, more platforms and more noise—the smartest move is to do less, but do it better. Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework rewards those who demonstrate real expertise, not those who churn out generic content. Wikipedia’s notability and credibility guidelines? They’re not just for encyclopedias—they’re a blueprint for building lasting authority and trust online.

Less is more (and smarter)

We’re drowning in content and starving for substance. The brands that cut through are the ones that simplify, clarify, and focus on quality over quantity. Master the language of search—think context, intent, and user needs, not just keyword. Be a thought leader, not an echo chamber: original insights and bold perspectives are what get you noticed and remembered. This applies to earned media coverage too - journalists are much slimmer on the ground due to outlets closing and mass layoffs worldwide - their inboxes are heaving - another press release written like an advert or worse? Would YOU open that?

Stop wasting your time spraying and praying through your brand comms - sort the foundational objectives, nail your messaging and target the platforms that will convert your audience via search, email, LLM's and credible coverage.

Future-proofing: Cement your presence

Want to future-proof your brand in the age of AI snippets and shifting algorithms? Cement your expertise across your own platforms first—your website, your owned content, your unique voice. Optimise for discoverability, but don’t lose your humanity. The brands that win will be those that are calm, clear, and credible—even as the digital world spins faster.

Bottom line:

In 2025, common sense is your competitive advantage. Stop chasing the next shiny thing. Start getting radical about the basics: clear messaging, consistent content, and authentic thought leadership. Trust yourself—and trust those of us who’ve seen the cycles come and go. The old ways are the new ways, and they’re more powerful than ever I'll dig down deeper in future posts, but trust me - when you need to stand out more than ever, generic and AI generated is NOT going to cut it.