Have you ever just sat in a café and listened to everyone else around you?
When I teach music journalists (watch the video that tells you why I’m qualified to do that) how to observe, this is one of the exercises that I recommend. (The teaching is much more detailed than this, obviously.)
Ethnography, which is ’the science of the description and classification of mankind’ was, shall we say, stolen from anthropology by informed writers for a very good reason.
It teaches you how to be observant.
Ethnography is the kind of thing you do while participating. You have to learn how to switch on the recorder in your brain so that you can participate fully. You understand this to mean, ‘without taking notes’. Then, you need to be able to access your recording as accurately as possible later.
I tell you this because it’s likely that you’ve never done it.
But — and this is a BIG deal, right — why wouldn’t you?
If you were actually interested in delivering material of value to your readers, wouldn’t you want to understand how they speak? The language that they use? How they relate to each other naturally?
Great copywriters bang on about this topic for a reason. They spend loads of time in research. They read industry publications of all kinds. They talk to their audience. They get inside the audience’s heads. This research is the difference between a professional and someone who ‘likes to write’.
Anyway, my point isn’t to talk about copywriting technique.
My point is to tell you that when you get the language right, you don’t have to work so hard to be seen, tried, or known. Yes, you have to be smart about your distribution, that’s just reality. What you don’t have to do is bash people over the heads with it.
Sales works exactly the same way.
If you get the right content for the right people, written in the right way — i.e. using the language they already know — then you can be a helper, not a car salesman.
Speaking of which, our case studies offer ends soon. Get your hands on it at https://brutalpixie.com/case-studies.