The Lynchpin

Selling the drama

No the blog that you are ghost writing will not sell one product. Nor will your Facebook page or twitter handle. It won’t sell, because you are playing catch up. Because you have outsourced your news to be published by others who can never match up in authenticity, verve and emotion. Did I forget knowledge? 

The audience is smart. Just as smart as you are when you rubbish one more blog, digital campaign or Facebook page that you come across, since you are the expert.

The problem is you don’t want to do it, and you know its a waste of time and yet you have a predicament. If you do not do it, your audience will belittle you because you don’t do what has become standard practice. So the EXPECTATION is that you will do it. But you cannot really do justice to it, because you never believed in it in the first place. So you play catch up, do a half baked job, silently curse the uselessness of it and actually create a dysfunctional mess. 

Sell a drama; not 500 words of insipid nothingness. DO it so that they can discover you in different ways. DO it remarkably so that they say “oh wow” when they stumble on it. DO it with the same vigour with which you have your everyday breakfast or dinner. DO it because you love doing it, not because you want to sell and they will buy. DO amazing things so that their expectations are reconfigured every time. 

Or DON’T DO it.

Just don’t half do it and crib. No one forced you to do it anyway. 

Shut up. Make up your mind.