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Writing Wednesdays: The Most Important Writing Lesson I Ever Learned

Stashed in: 106 Miles, Marketing!, Words!, Communication, Writing!

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Nobody wants to read your shit.

Let me repeat that. Nobody–not even your dog or your mother–has the slightest interest in your commercial for Rice Krispies or Delco batteries or Preparation H. Nor does anybody care about your one-act play, your Facebook page or your new sesame chicken joint at Canal and Tchopotoulis.

It isn’t that people are mean or cruel. They’re just busy.

Nobody wants to read your shit.

There’s a phenomenon in advertising called Client’s Disease. Every client is in love with his own product. The mistake he makes is believing that, because he loves it, everyone else will too.

They won’t. The market doesn’t know what you’re selling and doesn’t care. Your potential customers are so busy dealing with the rest of their lives, they haven’t got a spare second to give to your product/work of art/business, no matter how worthy or how much you love it.

What’s your answer to that?

1) Reduce your message to its simplest, clearest, easiest-to-understand form.

2) Make it fun. Or sexy or interesting or informative.

3) Apply that to all forms of writing or art or commerce.

When you understand that nobody wants to read your shit, your mind becomes powerfully concentrated. You begin to understand that writing/reading is, above all, a transaction. The reader donates his time and attention, which are supremely valuable commodities. In return, you the writer, must give him something worthy of his gift to you.

Replace "read your shit" with "use your shit" and the very same lessons apply to websites and mobile apps.

Client's Disease is real and and I see every time I sit down with somebody who has "this great idea for an app."

It's really really hard to get anyone to try something, even once.

Then about 5-10 seconds in, if they're not feeling it, they'll leave and never return.

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