My wife says I don’t read enough and she’s right. I’m not sure anyone really does. Even her; book, or Kindle in hand every evening as Storage Wars and Duck Dynasty provide the soundtrack for whatever world she’s been transported to.
[Before I continue, I would just like to take a moment to thank A&E for making my evenings just that much better.]
Then I start to count the number of headlines I consume in a day. It’s startling.
From Fierce feeds to Smart Briefs to the magic of Flipboard [again a pause to say thanks for reinventing my world news experience], the total headlines in a day can top 1,000 easy – discounting for the breaking story that hits me 8 – 10 times depending on the category.
So let’s consider the impact those headlines have on decision-making – not just mine, but anyone’s.
For example, a prospect we’ve been working with in the Financial Services industry is trying to empower their advisors with more education and control of information to best support their end clients.
Consider an advisor that needs to read and understand and interpret financial data, trends, risk tolerances, past, present and future performance of multiple markets and client portfolios, squaring off with a client that just got finished reading their 1,000 headlines, some several times, most likely leaving a stronger impression on them.
Put yourself in the advisor’s seat and think about the questions you could get. Ever hear the phrase “out of left field?”
And, by the way, we’re fighting our own brains when we’re trying to interpret what we’ve just read:
This scenario applies to anyone in an advisory position, whether you’re developing products, helping to bring them to market or closing the sale at the end of the chain.
You can even remove the business aspect of this overload and apply it to parenting, dieting, socializing. We are creating our own disadvantages by generating too much information and ways to consume it.
How do we solve for this?
1) Don’t write to confuse
I’ve had a number of conversations lately where people will listen to me speak and ask, “what does that mean?”
The question isn’t driven from a lack of clarity in words used to express my ideas. It’s because they are looking for hidden meanings and motivations.
We’re all interpreting instead of being plain. Let’s be plain and let the complexity unfold in dialogue and exchange of ideas.
In other words, do what you say and say what you do.
2) Be more selective in what we write
I can’t fault anyone for trying to make a living. Your top 10 list might just be the next one to get chiseled out on stone and carried forward as commandments.
Just take care that what you’re writing is unique, delivers a different perspective, or adds value to an existing conversation. Parroting doesn’t add real value [leave it alone, search marketers]. Your audience will thank you for it.
3) Write everything like it’s The Pelican Brief
No, I didn’t read the book. Remember, I don’t read enough. But the movie has recently come to mind for me as a great approach to making sure what we get in our newsfeeds is the penultimate of thoughts and words.
Imagine if every headline you read was from an author being chased through New Orleans by trained assassins because their thoughts and words could shift the balance of power as we know it. How cool would that be? Seriously. Let’s say you do have that phenomenal top 10 list that we all need to read. Great. Own it. Shout it from the roof tops. Make sure your audience knows what you’ve uncovered and don’t let them leave until you’re sure they’ve understood it. And be prepared. That could take years. It doesn’t need to be new to be right.
Write like that and we’ll all be better for it.
JOSH JORDAN is the Founder and President of Make Me Social. Josh has spent the majority of his career blending his passion for people, technology and community development to create real relationships for brands and their message. Josh and his wife Jennifer live in St. Augustine, FL where they volunteer their time and energy to support the local arts and children’s charities and spend endless hours keeping their 19 month old son, George, entertained.