In a brilliant Academy Secret Session yesterday, we asked “why is your content not being seen, read or engaged with?”
Here’s probably why:
1: You think you don’t have clients because people don’t understand what you do
2: So you’re creating a bunch of content to get them to understand
3: But the real problem is that your ICA doesn’t feel understood
4: So the more content you create about yourself and your process, the more it drives people away
What engages an audience is not the amount of information you give them, but the quality of attention you pay them.
Content creation is your demand for attention.
Audience engagement is giving your attention.
Stop trying to demand their attention.
Start giving them your attention.