Read This If You Think You Should Read This
So, you may have noticed that I started writing my subject lines a little differently.
For the past few years, it's been clickbaity headline after clickbaity headline.
You know what I'm talking about.
Headlines like:
"One Bulletproof Way To Change Your Life," and "The 5 Little Known Things That Will Make You 150% More Productive," and "Do This Surprisingly Simple Daily Habit To Improve Your Mindset."
I wrote them every day for a year and I still wonder if that helped me gain attention or pushed away readers who would like what I actually had to say.
Either way, I've been focusing on a more simple approach.
I'm not sure it's helping me gain more readers yet, but I do know that it neither adds nor takes away anything from the rest of the content I'm writing.
So, why?
Because I feel better about it.
Yep. That's the big realization.
I feel more straightforward and more honest--and that's been the promise the whole time, right?
I promised simple, to-the-point, no fancy-pants, quickly digestible, mission-critical, delicious, family-friendly, actionable, knowledge-nuggets?
These headlines feel even more stripped down. So, that's what I'm doing.
So, I'll be looking at open rates and read through rates to see what kind of actual, measurable impact this small, seemingly insignificant change has made, but as of right now, it feels like the right thing to do.
How does that relate to you?
Of course, I want to hear your feedback about this, but more importantly, I want to model a behavior for you.
Takeaways:
Change is good if it's good.
If the change you made achieves a desirable result (not necessarily the specific result you initially desired), then it's probably good. Make sure you are on the lookout for unintended consequences, too.
Simpler is usually harder but better.
I write a 7th-grade reading level. Why? The average reading level in America is a 7th-grade reading level. It also helps those above that average get to the point faster and comprehend more. No, I'm not dumbing it down. I'm meeting people where they are.
Measure what matters.
My message won't matter if it doesn't get clicked, opened, and read. My message also won't matter if it falls into the wrong ears. Discerning open rates and audience is the front portion of my battle. Understanding the impact is harder to measure, but also worthwhile. Likes, hearts, and thumbs-ups can be useful in understanding audience attention, but it will only serve your vanity if you don't follow them to the behaviors of the people you are trying to impact. This is also why I include a quick, actionable note in each post.
2 Minute Action
What's something you've been doing for a while but haven't seen much change in? It's probably something important but not urgent, like "fitness" or "writing that novel."
What are your current excuses/reasons for not doing it?
Go ahead, jot them down.
I'll give you a hint, here. No one has the time, money, or the team to make it happen--so you can't let those slow you down.
If you were diagnosed with some terrible disease, you would stop other things and focus on healing. Why? Because it's a priority. Suddenly, things became important AND urgent.
If you're like me, you want to do all the things.
You want to have a huge impact in 20 different disciplines, catch up with your friends and family, be an informed citizen, speak 7 or 8 languages, and play 13 different instruments.
Since you can't do everything, it's going to be up to you to decide what to prioritize. It's going to be up to you to decide what is important AND urgent.
As Derek Sivers says: "hell yes!" or "no!"
Changing/modifying a routine, simplifying/improving an existing routine, and measuring the results are some of the ways to get there.
You can start on one of those things, today.
And I know you can start in 2 minutes or less.
All I did was start writing different headlines.
Daily 1% improvement accumulates into a 100% improvement every 70 days.
How Seeing The Rain Can Launch You Toward Success
You know the guy selling sunglasses on the street?Well, that guy does something smart.As soon as it starts raining, he's selling umbrellas and ponchos.Might sound pretty obvious but there are many businesses that just don't adapt to market conditions.
The tricky part is seeing the rain.
Blockbuster said: "our data show that people still like the experience of walking into a brick and mortar store."The trouble is that this was true--at least, it's what people reported to be true. It's what the customers themselves thought to be true.It's just that, when faced with the choice, people prefer sitting on the couch and watching Netflix."Self-report" is a pretty poor assessment of the truth unless you're literally just looking for people's perceptions.A better assessment, in science, in business, and in life is the assessment of actual behavior.Measure actual market behavior and you will find the truth.See the rain and it'll be obvious that you need to sell umbrellas.
2 Minute Action
The best predictor of future behavior is past behavior.What are the ways you're measuring your success?Sales? Impact stories? Market Share? Lives saved?Take 2 minutes to identify 3-5 ways you're measuring success.Once you've got a few, ask yourself: "how will I know when it's raining?"
You Think You're Output Is High, But This Will Change Your Mind
I was talking to an old friend recently, who was explaining all of the things they did inside his organization.I run this . . .I manage that . . .I monitor these . . .He went on and on about all of his responsibilities. This list was impressive.After he had talked for a while, he noticed that I hadn't said anything back.He asked: "So, I should be getting paid more, right?"Ugh. Tough question to ask a friend who genuinely wants to help.Instead of rolling over and responding with an easy "of course," I redirected his attention."It's obvious that you've got a lot going on, but do you know how much value your work has to the business?"I said.He replied, "what do you mean?"I recast it, "I mean do you know how many clients, happy customers, or how much money your work outputs for the business? I don't know what your metrics are, but do you know how you're being graded?"Silence.
Moral of the story:
Before you go off on a rant or claiming that you're busy all the time and can't get a break and work without recognition, give yourself a quick reality check.What are your Key Performance Indicators (KPIs)?What are your sales goals?What are the axes on which your boss will grade your performance in your annual review?If you can't point to clear data, don't expect to move the needle on your projects or get a pay raise.
2 Minute Action:
If you work for an organization in which you want to rise, ask your supervisor how you're being graded and (in VERY specific terms) what you need to do to get to the next level.If you're working on your own projects and want to increase your output, you need to define what metrics are important at the stage you're in.Take 2 minutes to get the first draft down.