How, and why, I write
A simple guide to creating content that's better than dancing on Tiktok
Here we go. Pin out, grenade thrown.
I’ve already shared my views about the demise of social media. Not just here. Or here. I’ve shared it with everyone who can or will listen, whether they like it or not. The bought blue ticks, filters, TikTok trends… it’s all a nonsense.
Most of these social media platforms started off well. Let’s be honest, they wouldn’t have got traction otherwise. But over time, the downside bites. Supply and demand dictates that an algorithm is needed. Conduct becomes culture, and it evolves over time. And of course, the adverts. Someone’s got to pay for all this stuff.
I had a chat earlier this week with my friend Richard, and we were discussing the problems with LinkedIn. I used to *love* LinkedIn. It was a lazy man’s CRM system. Add everyone you know, they update their contact details, no cleansing required. Job done.
About 8 - 10 years ago, it started becoming social.
And I nailed it (in my opinion)! Not quite to my Twitter levels, but I built up to the 30k before you can’t accept any more.
I learned exactly how to construct a post for virality, and 50k views was a bad performer.
I tested and measured performance of live vs pre record video, image vs text, polls, you name it, I tried it.
I was part (albeit a very small part) of the downside. I was biting another platform.
The tipping point for me was when I split test two posts:
Post one was a post about a webinar I’d been invited to host. I shared the really valuable stuff that could’ve put at least twenty grand into every single attendees pockets if they took action.
Post two was a post about a webinar, yup the same one. I shared the fact that I wore an animal print jumper on it.
Guess which one did better?
Post two knocked it out of the park. A home run.
Another bite.
The thing is, I genuinely want to educate and motivate through my content. I have no interest in prancing around to the Macarena or doing whatever else the kids are doing in the hope that I may too appear to be ‘with it’. And I’m fully mindful that I - nor in fact any of my peers - will ever become a Kardashian.
As such, content creation has to be either fun, a creative outlet, or business. I’ve chosen the second.
So that’s the why.
How do I do it, now I’ve refocused back onto writing?
Here goes…
The ideation part is easy.
I have a page on my Notes app, and I write down every idea that comes to mind.
I never use them.
At the end of the day, I think about three thoughts that would have been article worthy. This one is usually easy as well. I disregard two by putting them into that notebook, never to be seen again. And I write about the one that was saved. Call it quality control, filtration, or choosing the easy option. Either works.
I only do this at the end of the day. For me it serves as a transition between my work day and my evening. Being neurodiverse, I sometimes need to enforce a marked transition to help me shift gears. A physical office helps, as does a commute. And I’ve found that writing an article, however short, also is a way for me to switch off at the end of the day; regardless of the depths of my hyper focus.
Now, I’ll touch on my writing style.
This might sound crazy, but I’m a three times published author, was a bestseller in WH Smiths Travel, have been stocked in all the major book shops, I’ve seen my book globally… and I got a D at English GCSE.
(Told you that you were a dickhead, Mr Tkacziw. Your poxy metaphors and similes couldn’t knock out three published books like my writing did).
I’m fortunate that I have an eye for when things jump out as wrong, but I’m also conscious that my grammar isn’t perfect, and over the years my spelling has declined too.
So how do I do it?
I say the words in my head as if I’m speaking and I write them down. I don’t overthink it.
Most of us have a ‘writing’ tone of voice that we use. Often, especially if we work in the professions, it’s overly formal. In fact, overly formal is a perfect example of the nonsense tone of voice. It sounds like you’ve got something shoved up your backside and you’re trying to still sound professional.
Instead, I try to write how I’d talk, as much as my mind and hands let me.
I overuse commas, and, exclamation marks! But to be honest I don’t care. As long as what I write makes sense and has value, I don’t worry too much about the style of writing.
Apart from the flow.
I try to embrace the differences in pace that I’d use in my talks, and I try to practice ways of making my paragraphs tell a story far beyond the words alone. I reckon no one notices it. But it’s fun trying.
This stuff however is just me being a bit geeky.
And practicing for the non existent novel that I may write, one day.
The big thing though, is that I do it. I let everything out, and I get it onto paper. Digitally. No plan, no vision, just words and an idea.
As I said earlier, before I waffled on about grammar and tone of voice, I do this at the end of the day. And today, I am ‘fresh’ at 9pm after 14,000 words of a strategy plan for an exciting new project. But, a thousand or so more won’t hurt. These ones are more fun.
I try to post three times a week, and I’m in the office three times a week, at the moment.
Will that pace continue if there are changes in my life?
Will it continue if I get bored?
Haven’t got a clue.
For now, I’m just doing what I do.
Carl Reader is a WH Smith Bestselling Author and international keynote speaker with a real passion for helping people do better. There are two ways to learn more about Carl! You can either follow him on Social Media if you’re just curious (@carlreader on most platforms), or if you’d like to learn a little more about what he does on stage, through content and in the media from a commercial perspective, you can visit his website.
You can buy a copy of his last book BOSS IT here, wherever you are in the world. And of course, I’d love you to subscribe to this community to be the first to see everything I have to share - just click the button below. It’s free of charge!
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