I’ll prove it to you. Ready?
It’s early morning, and I’m sitting at the long edge of a chocolate‐brown, rectangular table.
I’m writing to you using a grey laptop. Behind the computer, a potted plant stretches three long, curved, green leaves over the edges of the screen. To my right is a dimpled glass beer stein filled with water.
It’s quiet. So quiet that I can hear a single truck, which roars down the main road, echoing towards me from a distance.
You’re here too, aren’t you?
Stephen King wrote in King on Writing: ‘All the arts depend upon Telepathy to some degree, but I believe that writing offers the purest distillation.’
He goes on to paint a picture, just like I did — though to be fair, his was much simpler — to make his point. He describes how time is no obstacle, because we can ‘receive’ something written at any time, provided we can decode it.
When you stop for a moment to consider the intensity of this proposition, perhaps ponder your own bookshelves, you’ll understand why publishing is so powerful.
In business, you often want to Say Things to people.
Is Saying Things the same as telepathy? No, not really. Saying Things becomes signal noise.
The telepathic part of business publishing is when you’re able to pull your business’s culture, strategy, values, and character together, give the package a voice, and help people to feel something. Receiving — like learning — works best when you paint pictures, because that’s how your brain (and the brains of your audience members) work best.
In a successful publication, that voice is what your readers buy into. When you deploy it consistently, your readers become loyal to you; and eventually a percentage of them will become fans.
Your challenge, particularly in a large business, is to learn how to deploy that voice consistently even when you have a large, diverse team of writers. Every writer has a voice too, and it’s not a good idea to interrupt that. What you can do is help them to understand how the business’s voice demonstrates culture, strategy, values, and character.
When you achieve this, then it doesn’t matter where people see your work.
The character, the voice of your business will be consistent in every channel.
It’s then up to you to make sure that the distribution doesn’t interrupt your transmission.
One of the ways to ensure consistency in digital distribution via social media is with MissingLettr, using your baseline assets as the entire content — and letting the technology build your assets for you. Doing this will build a silky bridge between your publishing and your distribution.
Because I love you, you can get 50% off any plan at MissingLettr using this link: https://goo.gl/joMYu4.
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