Thanks (but No Thanks) for Sharing



Most of us, according to Caitlin Dewey of The Washington Post, share content without reading. 6 in 10 people don’t read what they share.

Few of us write original content, most of us share after reading only a headline, and most of us have become headline cataloger robots.  

It’s understandable.We’re going back to bad habits because we don’t have a handle on the fast-paced, fast-changing online world and we hope that by filling up feeds with keyworded headlines and our avatars we’re at least shining the light on ourselves — in hopes that the audience will spot us. This is a form of (bad) top of mind marketing. It’s a broad light shining in a random direction.

How can we take the time to speak to our audience coherently when we haven’t made sure, first, that they are listening?

We need to go back to basics.

1. Your mission statement should help you out.

If you’ve crafted an honest, direct and bullshit-less mission statement, then it should answer the question: what do we aim to do for our customer and how. Use this to put a fence around your content world.

2. Know your audience. Again.

Just because you’ve identified your audience in the past doesn’t mean you have a lock on things. Your audience’s habits identify them, and they are acting differently as technology changes, so for our purposes as marketers, they need to be re-identified. So back to basics — who needs what you have and what is your audience’s relevant human attributes?

3. Clear your throat and keep talking.

It’s a conversation, yes, but stay firm in your message. Regardless of who is reading, speak to the one who really needs your product or service.