Issue #3 -The Writer/Marketer/Founder’s Biggest Dilemma
Et tu, Brute? Who do you write for?
If this was the first, but also last time we meet: Thank you.
I write for myself, but you reading my writing gives it additional meaning. I literally could not resonate without you.
I know, we’re down a mere two issues, and I’m already doing something different. But bear with me, there’s a point to this perceived insanity.
The best stories sometimes start with the ending because you want to prove a point. This time I started with the ending of my issues because… well, that’s what it is all about.
Let’s delve in:
“If this was the first, but also last time we meet: Thank you” - come on, I know you’re busy, and you know you’re busy. My newsletters ain’t short, either. You giving me the time of day is truly a blessing, especially since the only things drawing you in are my passion and talent.
It’s not like you’re actually “winning” something. How you handle what I throw at you (the information, not the expletives) is yours to process. And for those long minutes you gift me, I thank you.
“I write for myself, but you reading my writing gives it additional meaning. I literally could not resonate without you. - and this, this is the point. I write for myself. But without you reading it, my whole work would amount to precious little.
That’s why we write for ourselves, but people, in the act of resonating, give it meaning.
So, coming back to the age-old question: “Who do we write for?”
As writers/marketers/founders, I believe we write for ourselves first and foremost. But, since we’re not the only ones reading our stuff, we write for US.
The two meanings
This particular issue will be special because I’m LEGO-ing it. Made up word, carry on.
Before I start the LEGO-ing, I need to clarify some stuff.
“Writing for you” has two meanings in my book. Both a philosophical and a highly professional one.
First, writing for you means you like it.
Second, writing for you means putting yourself first. You are your MOST IMPORTANT CLIENT.
A morning marketing habit is nothing new for freelancers, but I advise you to take it very seriously. Each and every day, the first piece of writing I do is for myself. For my soul and my business.
I don’t skip that because… really, I’m all I have. My business comes first. Clients come and clients go, but at the end of the month you give a salary to yourself.
So it’s only natural to start every day with marketing yourself. Consultancy session over.
The other highly unusual thing I’m doing today
Today, I’m not only sharing my wisdom, but the wisdom of people far smarter than myself who’ve been professing the same thing for decades. OK, I’m also throwing in my own insights, since this is my newsletter, and I’m a narcissist (as some people are quick to point out).
Why LEGO?
Because I’m giving you bricks of content, and it’s up to you to piece them all together.
The Tarantino
One of my favourite all-time moviemakers. He’s a creep, but a lovable one. And the quote that even Chris Do couldn’t help from mentioning:
“I’m making movies for me. Everybody else is invited” - on an interview with Howard Stern.
The full quote is this: “I love them! I love my films, I make them for me, everyone else is invited.”
and
"Every time they put my movies on TV I think, 'Hey! Now I guess I'm going to watch Jackie Brown for a while. I'm not them, I'm very happy with my work."
And now I expect the marketers and founders to sharpen their pitchforks:
“But, Vlad, you don’t sell to yourself. You should make content and copy for clients/customers.”
Au contraire, mon ami. I sell to people who resonate with me and my world-view. That’s the end goal for me.
You know why? Selling to people like you means there’s no selling involved. You don’t have to open their eyes to the truth because they are already living that truth. How do you find them? Keep creating for you.
And from a purely professional, creative and business point of view, it’s the easiest choice.
How long do you think you can keep it up if you don’t like what you are creating? If you don’t like the process, you’ll rely on results alone.
And when the results/validation well dries up? When you hit a bump in the road? You’ll sink faster than the stock of Apple competitors when the new iPhone comes out.
So, do it for you or don’t do it at all.
The Feedback
When you write something for yourself first, it resonates.
But surely, you don’t believe me. You need proof. I get it, I would too. Check this out:
Meet Laura.
She’s my target audience. A writer in her own right. To save you the Google Translate, she’s saying that my newsletter hits home, and she feels like I’m talking about her.
Here she quotes my stuff and advocates for lengthy newsletters, and I make a crude joke.
The point is: my stuff pushes the buttons.
Why?
Because, believe it or not, since we’re the same species, we all have the same buttons.
Marketers usually try to hit people’s buttons from the outside. To hit them, you only have to look inward.
Dummy.
Other greats
I could quote Jay Acunzo all day. Basically, he’s saying that you’re not using the most important advantage you have in the race for better content: yourself.
But let’s switch it up.
Check out this post from John Bonini:
The fastest way to create in your own voice?
You should actually like and be interested in what you have to say.
One last story
A couple of weeks ago, I met a potential client. What I do on these meetings is not trying to sell people on my services, but trying to see if we have a common starting point and a common destination.
If we do, working together becomes a matter of time, budget and needs I can meet. Sometimes they align, sometimes they don’t.
But to get to that point, I also do some coaching.
A.M. was sad because he wasn’t consistent with LinkedIn.
I probe deeper with a couple of “why” questions, and we find out together that he’s not showing up as much as he’d like. And he’s not consistent because he doesn’t really like it. And he doesn’t really like it because he’s not really speaking in his own voice, in his own style and about the topics that interest him.
I just throw it out there that he should try writing for himself once.
BOOM: his MOST successful post in months.
He usually gets around 20 likes. He got 51 likes, some comments and a repost.
What changed?
He had the courage to be himself…
But likes, Vlad, they’re nothing but shits and giggles, vanity metric, not real.
Well, yes and no. A “like” means somebody resonated with you. That’s not an easy thing to achieve.
If you follow me on LinkedIn, you’ll see that I’ll go into this topic tomorrow.
See, my writing’s a little bit like the Marvel universe. You can watch the main films here, or you can tune in for the spinoffs on social media too.
Your choice.
What happens when you just write for other people
In true MadVlad fashion, I’m going to contradict myself.
Yes, there are some instances where you have to write for others, not for yourself. See, it depends on context.
Be honest, would you think that I wrote this article?
I encourage you to try and read it. I’m certain it’s useful for the fine folks in the energy, oil and gas industry, but fuck the fucking fuck, is it boring…
So, a little challenge, tell me for how long you were able to read it and until which line. Reply in an e-mail or a comment. The reader who reads the most will get a prize related to my newsletter.
If anybody can read that and not fall asleep.
See, this is a great example of writing for others. Somebody has to do that too. That’s why we writers are a versatile breed.
Do I actually like writing like that? No
Does it pay well? Yes
Is it necessary and does it help some people? Yes
So… This brings us to my final point.
Write for US
This is one of my best and most appreciated posts on LinkedIn and the perfect explanation of my views on writing.
Enjoy it here.
We have a saying in Romanian: împacă și capra, și varza
It roughly translates to: try to make both the goat and the cabbage happy.
Sometimes, that’s the job of a writer.
Word to the wise
Just one more word of warning before we wrap this up. Whenever you write for yourself first, remember people don’t know what you know.
They resonate, but only if what you’re saying is familiar. When it’s not familiar, lay it out for them. Walk them through the experience. Hold their hand and invite them into your world.
Don’t act like a smug bastard just because you can.
Going forward
Whoosh, that was another long-ass newsletter. Gotta give you props for reading all that, honey.
But, according to my higher than average open rate (sitting at a smug 53% right now), you’re actually reading them.
If you loved this issue, you might be interested in
Previously, on B00ls: Issue #2: The Dreaded Storyseller
Because best friends and best intentions create monsters
Next time, join MadVlad as he takes on…
Issue #4: This Personal Brand Thing of Ours
Omerta Always Applies to Personal Branding
You can get access to the full archive here if you missed any other issue.
In the meantime
If you liked my stuff, this is how we can work together:
I write for you. Check out the Experience section on my LinkedIn.
I consult marketers and founders. Ask about my non-bullshit approach to marketing
I consult writers. Ask about my non-bullshit approach to writing.
Are you a marketer/writer/founder who wants to learn how to write for themselves and resonate? Reply to this e-mail if you’re interested in the above.
Know somebody who’d also like that? Share my newsletter and point them in my direction. I’ll give you a beer if you’re ever in Bucharest.
(I’m still working on offers 2 and 3 so watch this space for updates)
Cheerio
If this was the first, but also last time we meet: Thank you.
I write for myself, but you reading my writing gives it additional meaning. I literally could not resonate without you.
And now we come full circle.