“I once described a piece of Jacques’s writing as ‘high art’. I stand by that. The man’s an artist.” -Tiffany Markman, multi-award-winning copywriter.
Hello ,
One of my LinkedIn posts recently received 7 191 impressions. I was quite pleased with myself until I realised that an impression simply means that LinkedIn displayed my post on somebody's screen. It doesn't mean they read it, liked it or gave a damn about what I had to say.
Which got me thinking. Why do we bother writing articles in the first place?
Let's not kid ourselves. If we're in business, we'd eventually like somebody to buy something from us. Otherwise, there are probably more enjoyable ways to spend a Sunday afternoon than writing. In my case, playing padel, chess or catching bass.
But I don't think every article should be written to generate a lead, drive traffic to a website or persuade somebody to book a meeting.
I think we're playing a longer game.
People are more likely to do business with people they know, like and trust. And writing is one way of helping that happen, long before there's any prospect of a sale.