By the Ocean
Cloudy and Cool 77 Degrees
6:38 a.m.
Leaders publish. Why? Because they have something to say. And over time, that “something to say” becomes a body of work that shortcuts the sales process in magical ways.
If you’re just trying to create “content,” that’s a long and unforgiving road. It’s a race to the bottom where eventually you’ll be spitting out 2 second video clips because you will be told that “attention span” isn’t what it used to be.
Trying to get attention is a rat race governed by algorithms and other criteria largely outside your ability to influence. Last time I checked, Satan and his Little Helpers have their hands on the controls of that machine.
Becoming so good you can’t be ignored, however, is within your control.
People will always have attention for what they want. That will never change.
Making it clear YOU are what they want is the work.
Publishing is the vehicle to make that real.
Publishing is an extremely exciting word! Right up until the moment you do it. And then it’s not exciting. Which is why most podcasts die after 7 episodes and there are more email newsletters lying dead along the side of the road than you can count.
Most quit. They don’t know “what to say,” because they don’t realize that this is a strategic pursuit that requires more thought and consideration than just the time it takes to create something. If they DO know what to say, they still quit when they publish for a while, see “nothing happening,” and get scared.
While that confusion is happening, the leaders just keep going until they look back one day and find they’ve created a body of work that does the selling for them. They know that creating a media platform isn’t just about writing or making videos, it’s about strategically showing the world how valuable you are.
You can either sell for money today or you can “sell” for money down the road. The first method makes you feel like a rat chasing his cheese. It’s a crowded road with a lot of rats! The second method makes you feel like you’re building something that has lasting meaning and value to the world.