I used to think that all writing and speaking was communicating.
For many reasons, it's not.
The digital age has increased the amount of writing/content we consume by 1000% (that’s not a stat)
There are texts and subtexts, visual languages, cultural call outs impacting us constantly from within the written word.
There is a non-stop onslaught of how you should write, what you should say, and the order to post it in.
The best thing you can do for your brand is become a filter for that noise.
To do the sorting and directing of attention for your audience. Create a bread-crumb trail they can follow to the change they are looking for. AND use your personal experience to make sure they also understand the WHY in the fricken-heck that matters.
Unfortunately this means - you have to become a better writer.
I know, I know, I was mad about it too.
Here's how I see it:
Some people are using language to express what they know and observe. Think: academic papers, op ed pieces, a lot of the writing here on Substack!
But your brand is using language to create reference points so people can join your cause. Come to your world, and be interested in your thing.
Breadcrumb trails, remember?
The difference matters because it determines who pays attention to you.
Big deal.
Most of the attention circulating around is empty attention. People look, people scroll. No contemplation occurs, and no action happens.
When you express what you know, you attract people who think like you. When you create reference points, you attract people who want to be where you are.
Bingo
The entrepreneur sharing their business philosophy attracts other entrepreneurs debating strategy. The entrepreneur creating reference points for success attracts people ready to invest in results.
Getting hotter.
This is why some content gets thousands of likes and engaged comments from your industry peers, while other content gets bookings right then and there asking clients asking about your services.
If I’m being honest - I have had a harder time with this than anyone. I practiced and analyzed and practiced and a lot of the times I was still unsure why I wasn’t being understood in the most crucial moments: creating content I cared about, speaking to clients, closing a deal. I thought I was communicating so clearly.
I was trying to find the right word instead of creating a common language.
You can do whatever you want on the internet - but if you’re here to do something more than muse, if you’re here to make something, sell something, or become someone, this matters.
Not all writing is created equal.
Not all attention is created equal.
Empty attention feels good in the moment. Good attention pays your bills.
