Writing scales, talking doesn’t.

If you're not writing, you're not making use of the simplest forms of leverage.

Why is writing important within companies, and how to do it well?

(thread) 👇🏽

In early days I did all our copy.

It sucked so bad. Good thing, I made friends with people who taught me how to write.

Copywriting is the #1 skill for entrepreneurs. You write emails, articles, landing pages every day, and it helps you grow.

This will 10x your copy 👇

First, let's talk fundamentals:

Users on different stages of awareness will respond to a different language.

• Most aware readers understand your solution and are ready to purchase

• Product-aware readers are learning about your product. Free trials, demos will help conversion

• Solution-aware readers are considering solutions to their pain/problem

• Problem-aware readers are dealing with pain/problem

• Unaware readers haven’t experienced the problem

Make sure, that in the copy you:

• talk the language that mirrors the reader's stage of awareness
• move them from that stage to product/most-aware
• prompt them to take action

Focus copy on users.

Instead of saying "we offer" or "our solution," rewrite the copy to address your customers.

Exercise:
• begin with the word “you.”
• on landing pages, start your sentence with a verb.

I never thought of myself as a writer.

So why do I now write one million words per year?

Because I discovered writing is a superpower.

Here are 67 benefits of writing.

👇🏼

1) 🧠 Clear your mind.

Stop using your brain as storage.

Start using your brain as processing power.

2) 💬 Communicate better.

Clear writers are clear thinkers.

Clear thinkers are clear communicators.

3) 👥 Build community.

Attract likeminded people.

Help connect people with similar interests who would have otherwise never met.

To go fast, go alone. To go far, go together.

4) 👩🏻‍🏫 Teach what you know.

You don’t have to be an expert to teach.

Leaders are seen as experts BECAUSE they teach.

Teach the person one step behind you.

A few words on the passing of William Goldman: In addition to being a legendary screenwriter, he was a friend and mentor to so many other writers, offering guidance and support, directly influencing hundreds of films beyond his own work...

In 2009 a few of us organized an outdoor screening to commentate the 40th anniversary of “Butch Cassidy and the Sundance Kid” at the Tribeca Film Festival. Writers such as Tony Gilroy, Aaron Sorkin, David Koepp & Scott Frank each spoke to praise Bill...

As each discussed how Bill had been instrumental in inspiring, teaching and supporting them, it really sank in as to what an extraordinary impact this man has had on the landscape of cinema...

Also at that screening we’re 5,000 people who had come to watch one of their favorite movies on a chilly April night by the Hudson River. Bill touched millions that never got the chance to know him personally, but got to know his films like close, enduring friends...

There are few screenwriter who have made the impact William Goldman has - on the form, on the culture, and on fellow writers. He is a world treasure. And though he is no longer with us, his films will be with us as long as people still have a love for cinema...