Sally Hogshead is a writer and entrepreneur.
The look of others
If you capture your personality only from your own personal perspective, you will miss a crucial part of information about yourself. And this crucial part is the following:
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- How does the world> see you?
- How do others react to you? Do you pay attention to what you say, or are you ignored?
- Do you value your opinion or are your ideas dismissed as irrelevant?
- Do your words motivate others to act?
The perfect blogpost?
To understand what is at stake here, we turn to the world of marketing. Imagine writing a blog post to collect donations for a charitable cause. They researched for weeks and worked on this posting.
It is well worded. It is enlightening. It has the potential to change the procurement model of funds for charitable purposes. They want people to read, agree, and comment on this posting, picking up on your insights, and posting in other blogs or even the big media. And above all you want donations.
Failure at the competition
In a perfect world, this post deserves to be read. But if nobody reads this post because they are all distracted by cute kitty YouTube videos and the inexplicably trendy bacon product 1, it will never do its job.
It does not matter how brilliant your posting is when it just goes down. Writing a world-changing blog posting does not mean anything when nobody reads it.
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When valuable messages are withering
Even the most valuable messages are often forgotten or ignored. If you do not succeed in captivating your target audience, your messages will wither.
That can be daunting. If you are writing a children's book that no one reads, or if you send an offer in one eMailMailbox dusty, your messages unheard and lonely, without ever having their purpose fulfilled.
You must convince!
No matter how you communicate, whether through texts on your website or marketing for a politician, you face the same challenge. Blogs have "readers" and politicians have "voters," but ultimately they are all listeners who need to be convinced of the value of your message.
When I talk about "listeners," I use this as a collective term for readers, voters, employees, consumers, customers, boards, shareholders, family, media, and anyone else you need to communicate with in order to achieve a goal.
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The fight for attention
Let's say you are running for political office and spent a few days sweating sticking posters all over the city. They want people to see and remember their posters, and they hope to win votes.
But it is not enough to formulate the message and hang it out there. If you do not react in others, the energy was wasted. They do not live in a vacuum.
We do not live in a vacuum
A political campaign does not exist in a vacuum, nor do you. You will succeed by communicating, establishing bonds and persuading. You are not funny if nobody thinks you are funny. And you do not share anything if nobody listens to you.
Why is it inevitable that you fascinate others? Throughout the day, you might want to encourage customers to buy or wish your community to be involved.
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The purpose of your message
Whatever it is in your messages, each one of them pursues a specific purpose: you want
- that your students learn something,
- that your startupCompany grows
- that your forgetful spouse finally screwed the cap on toothpaste tube. that your messages create bonds,
- others,
- inform or inspire.
How do you reach your goal?
Every time you communicate, you want people to listen, remember that message, and look forward to future messages.
They want people to act, change behavior or be inspired. But how do you achieve that? With the right effect, very simple - and yet so complicated.
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