storytelling

Look at how the writers you love are doing things, and then copy them. I’m such a believer in copying. When I was teaching writing, I used to say: “Leave off this paragraph of an Elizabeth Bowen story; write the next paragraph.” And they all thought that they were copying Elizabeth Bowen. It didn’t sound like her at all. It sounded like them, but b... See more

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.

Content creators, by definition, don’t care about what they’re creating but only about the fact that they’re creating something. If you are a creator and you care, you should never think of yourself as a “content creator”