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.
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.
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.