Creating content worth publishing
Premise
A premise is the specific, defensible assertion you make about your space, pulled from your personal perspective, which informs your choices and reputation.
It's something you assert is or should be true.
It's the big idea driving a project or an entire platform or brand. There's a problem. It frustrates you, but you have a specific vision
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Narrative-market fit is that intersection between:
Questions your audience is asking
Questions you can credibly answer
Topics that are valuable for your business.
When you have that figured out, you know which topics to write on and which to decline.
“When you can’t talk to your audience, eavesdrop. The way they ask for and share advice reveals their pain points and the words they actually use.”
Rosanna Campbell • Audience Research Tips from Real Content Marketers
Emotions to spark with your writing
Start with empathy and curiosity to understand your audience:
What do they care about?
How much do they already know?
What influences them?
What topics do they devour online?
What do they want answers to?
What’s holding them back?
What situations are causing them a lot of pain?
What are all the things they struggle to figure out?
So find the whitespace, not by searching among your competitive set of organizations or by describing your topic with more adjectives, but rather by identifying where the audience is feeling overlooked. Put your finger on what's painful AND not being discussed despite how awful it feels. Then call out it.
Speak the unspoken.
Say out loud what... See more
Speak the unspoken.
Say out loud what... See more
Jay Acunzo • Differentiation Isn't About Topics: How to Find Actual Whitespace to Stand Out
“So what?” is the common refrain of writing teachers. “Why should your reader care?” A key way that good writing achieves connection is by creating stakes, or engaging the reader by showing them why your ideas matter.
Fiction creates stakes through establishing consequences — what does the protagonist stand to lose in their journey? Argumentative... See more
Fiction creates stakes through establishing consequences — what does the protagonist stand to lose in their journey? Argumentative... See more
Laura Hartenberger • What AI Teaches Us About Good Writing
Your unique point of view is your brand’s truth, the belief that you want to scale. Your key premise represents the non-negotiable story of your view of the world – what the organization believes. It is your answer to an overall question.