Make It Cost You Something

Things that cost nothing are treated accordingly. This applies to both effort and vulnerability. If your output requires no sacrifice, no exposure, no tension - why should anyone care? Why should they believe it matters to you?

Your audience can sense when you’re putting skin in the game. If you say something that might a... See more

Earnestness is radioactive. People sense it through the screen. If you’re saying something because you believe it, people may not agree, but they will listen longer. If you’re saying something because you think it will work, they may like it, but they won’t love it. There is a difference between engagement and emotional investment. One gets clicks.... See more