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"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?
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. Comments are closed.
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