By the Ocean
Sunny 78 Degrees
9:04 a.m.
Writing is talking in print.
In school, this definition gets you an F.
In business, this definition gets you everything you want.
The problem isn’t that people don’t know how to write.
The problem is that there are LAYERS of “fake you” that bury what you’re really here to say. The real you can get so buried you don’t even know that being is there until you dig down for a while.
Most people sound like A.I. when they write. This is probably why people like ChatGPT, Claude and all of the other clickety-clackety-borg-o-matics so much. They think the writing sounds good.
It sounds like smooth death. No grit. Nothing out of place. And far too many adverbs.
There’s literally no life there and you can feel it. So can customers and clients.
“But people don’t read anymore Jason.”
Ha. The smart people with money do.
But they don’t read lifeless copy any more, that’s probably true.
Even so, humans haven’t changed.
Most humans are fairly lost, with lives full of problems you can solve, with needs and wants and desires that still, even in the age of advanced technology, are completely UNMET.
All we have to do is reach them and things could be different.
Why do religions spread? (We’ll leave the discussion about whether or not they’re “right” for another time. They all say they’re right, so we’ll just take them at their word!)
Religions spread because of preaching. Either in formal settings or informal ones.
Preaching, according to me, is taking a “truth” and spreading it.
There’s a power behind it. A zeal. An urgency. A real force you can FEEL.
You don’t have to be religious to preach, you just have to believe something.
The real challenge with writing isn’t at the level of words, it’s at the level of BEING and BELIEF.
Because that creates polarity and polarity ignites action.
- Who are you?
- Why are you here?
- What and who are you FOR?
- What and who are you AGAINST?
Having good answers to these questions makes business building much easier.
Because the most valuable resource in business isn’t attention, it’s TIMELY DECISIONS.
When you make no impact, there is not enough energy to overcome a buyer’s inertia. So they just stay where they’re at.
Writing isn’t about words, it’s about the power and purity of your message.