![Business [Comma] Woman](https://substackcdn.com/image/fetch/$s_!Hvh1!,w_120,h_120,c_fill,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0cd4c4ed-94b9-4d42-86eb-c0840126bf79_1190x1190.png)
Welcome baaack to what to post. Let’s get into it.
A quick note on performance, particularly on LinkedIn: I have heard people say their reach and engagement is down lately. Mine is, too!
Try not to read into this if it’s happening to you. I think LinkedIn is trying to figure out how to de-slop-ify its platform and it’s causing chaos. (And don’t use AI to write your posts!)
1. WWYD on Day 1?
You’re in charge on Day 1 for a client. What are the Top Three things you’d prioritize? Here’s an example of how I’ve done that on Substack:
2. Name the Tension
Speak to your people’s core problem and tension. The one that you’ve determined you resolve in your positioning exercise. (Haven’t done that yet? You should. I’m linking the article below)
For me, the tension my audience has is that they have to sell to grow their business, but they hate selling. Here are two posts that have done well for me in naming the tension:
3. Fake a Group Chat Leak
I was inspired by my friend and client over at Free Puppies who shared this campaign that Zarna Garg did for JCP.
If someone were to “leak” the group chat of your ideal client - or maybe even you - what would it say?
Go into the tension you solve with your positioning. What do these people talk about when it comes to their problem? How would they text about it?
I’m going to make a Group Chat after someone posts something about my business for the first time and and wants to die of anticipated embarrassment.
Actually, I get this text A LOT from new founders (“OMG I did it!” or “What have I donnneeeeee please like my post so I don’t feel lame”)
Good tool for this is Fake Text Message
Just don’t use it like Rulla’s husband likely did on Real Housewives of Rhode Island. (Like one of you will know that reference. Still worth it.)
Nice work
Biologically, we are social animals. we want to be liked, loved, desired, and, at the most basic evolutionary level, to survive and reproduce. @Substack does not magically remove those human needs. writers want readers. we want someone to notice, respond, like, restack, subscribe, or simply say, “i read you.”
Pretending we write entirely for ourselves sounds noble, but for many of us, it is probably not entirely true. if nobody reads you, nobody responds, and nobody seems to care for long enough, one day you may simply uninstall the app from your phone.
Take a screenshot of this post and remember my words if that day ever comes.
there is no shame in wanting to be liked, loved, read, and desired.
we are human before we are writers.