how to share content that resonates

See the hole in the donut? That hole makes you unique. It matters just as much as the meaty part. Just as much as the icing.

Your content shouldn’t leave out that hole. Because…

• Whatever weaknesses you have, others have them too.

• Whatever failures you have, others have similar ones too.

• Whatever losses you’ve endured, others have endured some too.

Let’s step back a bit. What does a piece of content do? Like, what’s its purpose?

Your content does two things for you:

• shows the world you’re skillful in a domain

• shows the world you’re a trustworthy human being that sticks around

We’re here to get to know you. We are looking for signals to trust you. For that, we have to relate to you.

Only after we trust you, we’ll learn from you, we’ll buy from you, we’ll befriend you, we’ll help you.

And for that, you have to show us the hole in you.

Your negative space.

Your human side.

You get it.

Just sharing wins, successes, strengths. Just lecturing, educating, inspiring. Is not enough. It’s not the entire story. We know it. And you know it. It doesn’t stick.

Losses, failures, and weaknesses, on the other hand, instantly makes you relatable. “Relatable” is the gateway to another human’s system. If they relate to you, they trust you.

I’ve been bedridden with an ear infection for the past week. And the week before that, me and the kids had the flu. So it has been a tough couple of weeks on this front. Sending you ginger and lemon scented virtual hugs.

Stay building!

Love, B.