Visitors don’t come to your website for you. They come for what you can do for them.
Why your audience shows up
They don’t read your book or listen to your speech or sign your petition or vote for you because of what you can do.
They do it because of who they might become.
Blind to aspirations
And yet we remain distinctly blind about what matters. In swift keystrokes we’ll search for answers to where our favorite bird builds its nests (so we can be someone who is closer to nature) or how much Vitamin D we need (so we can be the healthy person we imagine) or how the Rockies fared (so we can be the loyal team player, despite adversity). Dozens of questions every day, usually aimed straight at our future, by way of Google.
And then, moments later, as advocates and content creators and amateur copywriters, we’ll describe our offerings and deepest thoughts to the world, writing only the thing we want to write. Even (* shudder *) musing on existence, our industry, or our wry observations at life’s quirky happenstance, thinking not for a heartbeat about the search we just did moments before.
Just prior, as searching citizens on the interwebs, we sought answers, hoping they would inch us toward our best selves. Then, while writing, we spilled forth endless sentences about how we see the world.
- Nobody cares about that.
- Nobody cares what your new book is about. They care how it will make them feel.
- Nobody cares what you think of the world. They care about who they might become in that world.
Better through you
They care who they are when reflected through your ideas. They care who they become if they should be the person you see them as. They might accept education from you in small ways, but only to gain self-acceptance in large ones.
They want to imagine themselves better, and they’ll give your ideas attention only to the extent that those ideas of yours help that happen.
So: Teach. Inspire. Give.
Put your most authentic self forth with empathy, all for love of how much you can help people be the better persons their ideal selves imagine.
Good art does this.
Be good art. Anything else is just musing.