There’s what you do. And there’s the effect of that on the people helping you get there, the community you live in, the environment surrounding you.
The two things are deeply connected and should not be considered apart.
Tag: entrepreneurship
The first reader
Three things to keep in mind when you are writing a marketing message.
The other person does not know. Even when they share your same background, even when they face similar challenges, even when they have already tried similar products, even when your name is known and celebrated. Who reads does not know what you mean, what you care about, why you are good for them, why you are interrupting their day, and a whole lot more. And if they are left doing the effort to figure that out, they are gone.
The other person does not care. You might have the most brilliant invention of the past two decades, a flawless and unmatched technology, a fantastic company culture, and the most talented people working in each of your teams. Who reads cares literally zero about all of this, they have their own inventions, technology, culture, people and agenda. And if they are left building the bridge on their own, they won’t even start.
The other person is a human being. When you enter a room full of people, you most likely will not talk about “future-proofing”, “streamlining”, “best-of-breed”, “capabilities”, “artificial intelligence”, and so on. The mind of who reads gets fuzzy when they are faced with inflated jargon, they stop focusing on the message and they start thinking about what they should do instead. And if those are the words you are building your message around, they will find someone who treats them as a person.
Of course, the most important thing to remember is the fact that you are the first reader of your marketing messages. If something does not sound right, if something is unclear, if what you are producing is not what you would read in your own time, reasearching a product, seeking a solution to a problem. Then others will probably not find it more compelling.
Urgent and change
Urgent usually comes from one person. It is a way to counter a fear, a discomfort, a stressor. It spreads very fast, it gets things done, and it kills motivation.
Change on the other hand is usually a collective action. It is pursued in reaction to a habit, a behaviour, an action, a system. It takes time, it has a non-linear progress, and it gives purpose.
What are you working on these days?
A matter of doing
The difference between reading of examples and setting the example is a matter of doing.
It is not a matter of knowing. Knowing more, knowing more accurate information, knowing the right people, knowing how to get ahead, knowing all of the shortcuts and hacks.
It is not a matter of being. Being better, being more educated, being in the right circle, being on time, being perfect, being more capable.
It is not a matter of having. Having more resources, having the slack necessary to innovate, having the greatest talents, having all the degrees, having a flawless background.
All these things can help, and if you have them all the better.
But in the end what matters is putting up with the tediousness and repetitiveness of doing, and sticking to it even when something new knocks at your door, even when no one is holding you accountable, even when it hurts.
Find and nurture
Communities are built because of the active commitment of a small number of people.
Starting something, anything, with the masses in mind is nonsensical and counterproductive. Only a small fraction of the full potential audience is going to pick up your message, use it as trait to signal their identity, and spread it.
Your job is to find them and nurture them.
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