Why Breaking the Internet Doesn’t Matter

I’m writing my new website so hard, my eyes are bleeding. I keep bouncing from being clever to being simple and clear, from being baddass to being straightforward. I am making all the mistakes I warn my writing clients about: too many objectives, too big an audience and the worst–listening to too many people who are giving me advice. Not that I asked for any, but it doesn’t slow writers down. We love giving writing advice.

i-won-the-internetThe worst advice I’ve gotten is that I need to write copy that will “go viral,” or “win the internet,” or, best of all, “break the internet.” No. No, I don’t.

When an image or a blog post goes viral, it gets passed from hand to hand, eye to eye, quickly. Remember The Dress? The one that was either white and gold or blue and black? That was about a week ago, and in one two-hour segment, The Dress got 16 million views. It went humongously viral. But exactly what did those 16 million people do with the image? Passed it on, defending what color they saw.

There was only one dress, so it didn’t sell a million dresses. I’m sure a lot of people who didn’t know what Adobe Photoshop could do, found out. But Adobe didn’t have a huge increase in sales.

Views, discussions, explanations are great. But they do not translate into sales. Information no longer is power. Everyone had information about that dress. Attention span is power. And, like Gertrude Stein’s Oakland, there was no “there, there” for attention span in the dress story. The wave went from what color you saw the dress to explanations of rods and cones in the eye, to polls on what colors you saw in the dress, to weird science and then. . . it vanished in the churn of the internet.

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By GaryKing and the Enablers, via Imgur.

What holds attention span? Caring. What makes readers care? When the writer gives a damn. (Now if I said “gives a shit” I could have had a cool acronym– GAS). See? I’m just not badass.  But I know a big mistake most writers make–and it’s the same one I’m working on avoiding. Most writers screw up when they write to prove how clever/smart/cool they are. The smart writers don’t write for themselves, they write for their audience. Because they give a damn about their audience.

Caring is always smart/cool/perfect. Caring about your audience, whether you are a writer, a teacher, an artist, or a social media expert, is how you get a bigger audience. A real audience. One that is interested in what you have to offer. And that audience does not care about the color of the dress today.

—Quinn McDonald is not listening to advice about going viral. She’s being her intuitive, introverted self who cares about her training and coaching clients. Because she knows they want to be understood. And she knows how to do that.

 

 

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10 thoughts on “Why Breaking the Internet Doesn’t Matter

  1. Quinn for as long as I’ve known you, you’ve always been about the meaning. I think making meaning is a Quinn Creative Core Value! We all like cute and clever but if there’s no substance then we’re simply entertained and quickly forgotten. I am not surprised at all why breaking the internet doesn’t matter to you and I love you for it. Really enjoyed this post. Carry on, meaning maker.

  2. I dunno’, Quinn…no advice here! (Like all of those grammatical errors???) I really like the idea of GAS and may start to use it. Of course, I’ll give you credit, just in case it goes viral!

  3. Amen! Please continue to write in your own special way! I always take something meaningful away from your blog. thank you!

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