Why Is Writing Such a Powerful Way to Build Your Reputation?

"Very few people or companies can clearly articulate why they do what they do. By why I mean your purpose, cause, or belief — why does your company exist? Why do you get out of bed every morning? And why should anyone care?"

~ Simon Sinek, Start with Why

Few people can articulate why they do the work they do. Even fewer can explain why they want to write a book, publish articles, start a podcast, speak at a conference, or get interviewed by The New York Times.

Like most consultants and business coaches, you want to be a sought-after expert. You want to build your personal brand, attract more clients, open the doors to more speaking engagements, and earn more media exposure because doing so allows you to expand your influence and magnify your impact.
 
Knowing that you want to be a sought-after expert is a good start. However, if you are committed to writing and publishing articles, that commitment is a lot easier to keep if you understand why.

Why do you want to write and publish articles?

Writing articles for publication is one way to share your ideas with a broader audience, demonstrate your credibility, and cultivate your community. But you can accomplish that same goal by speaking at industry conferences, getting featured by media outlets, or being a guest on a podcast. So why write? What can writing do for you that other visibility-building tactics cannot? 

• Writing requires you to think deeply. Good writing requires deep thinking. That’s what makes it so challenging and satisfying. When you start writing an article, you have to think critically about the subject so you can transform your ideas into a clear and compelling concept. There is no room for ambiguity in good writing. You have to know precisely what you want to convey to the reader and then find the best words to explain your idea.

• Writing fosters creativity and innovation. Good writing requires deep thinking, and deep thinking requires you to examine your area of expertise from different angles and to constantly be learning. Inspiration comes from the most unexpected places — a book of poetry, a podcast, a conversation with a friend, a ski lesson, or an artist talk. Your job is to capture that spark of an idea in a notebook or on your phone so you can explore it when you sit down to write. ​

• Writing formulates your point of view. When you think deeply about your area of expertise and look at it from every possible angle, you develop a  clear, unique, and thoughtful point of view. That point of view and how you express yourself is the common thread through all of your visibility-building efforts. 

• Writing tests and refines your ideas. Writing makes it painfully obvious when your ideas need further development, prompting you to do more research. It also allows you to refine your ideas as those who read your work share their perspective or ask thought-provoking questions.  

• Writing improves your communication skills. Writing helps you communicate highly complex ideas more confidently and effectively, whether speaking in front of an audience or being interviewed by a journalist. This confidence enables you to become a better listener and pay close attention to the perspectives other people bring to your work.

Whether you’re writing or speaking, your primary goal is to convey your message in a way that engages the audience. But how you engage the audience — and what the audience expects from you — is very different. 
 
Speaking engagements are, by their very nature, dynamic. Context, shared knowledge, and body language allows you to leave much unsaid. The timing, tone, volume, and timbre of your voice add further context to your message. When you’re speaking, you’re interacting directly with the audience, and their feedback is immediate. You can clarify or revise your message as you speak. And while there is no undo button, you’re not expected to be perfect. You have to be knowledgeable, engaging, and comfortable improvising as you respond to questions and read the energy in the room. 
 
In contrast, published writing is static. It must stand entirely on its own merits. Forever. Writers cannot rely on context, shared knowledge, or body language to convey their message. They must use the written word, which leaves no room for ambiguity. It must be cogent, well-researched, and compelling. Feedback from your audience comes only after the piece is published. Written material can be read repeatedly and analyzed closely, so it must be strong enough to withstand that level of scrutiny. 
 
If you decide to write and publish articles, it will make you a better speaker. But the same can be said of speaking. If you focus on public speaking and appearing on podcasts, it will make you a better writer. The key to both is to become a deeper thinker.