But here’s the thing: people don’t necessarily read articles to find new things. Instead they read them to build upon what they already know. This is much less stressful, and easier to form an allegiance to. It is a reason to read something in the first place.
One example of this is a pastor’s sermon, faithfully reproduced in the church email blast that arrives in my mailbox each week. But this week I missed church.
If I had been there, the sermon would have been easier to read — and I would have wanted to read it because I had already heard the material. Thus it would have helped reinforce what I learned from the sermon in the first place. Since I missed church, I skipped the sermon reprint. (Sorry, pastor.) Yet that is simply the way people tend to be.
What are the implications of this behavior?
When you want to reach others about your business, share knowledge of your expertise or simply take advantage of an opportunity to showcase your skill set by writing something new, try these tips for success:
– Keep it short. Many people give up if they have to read more than one page.
– Create a hook: a reason to read whatever it is you are sharing. Tout the benefit up front.
– Anyone can talk, leaders communicate. Back up what you say with facts, details, analogies, and stories. Just because you write it doesn’t make it believable.
– Discipline yourself to learn continuously. It’s a common trait among successful leaders.
– Make the content appropriate for you audience.
– Include a next step. You have given them knowledge, give them a way to use it.
Time is our most important asset, as it is the one thing we can’t get back. Don’t waste it. Learn something new today.
~ Diane Dudley