No Rules Rules for Writing Online

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There is a lot of hoo-hah on LinkedIn and elsewhere about how to write online.

People say you need to know:

–Pixar’s 22 rules of storytelling

–Joseph Campbell’s hero’s journey

–Kurt Vonnegut’s 8 rules for writing

They also say you must:

–Take an ice bath each morning

–Journal every day

–Meditate for 20 minutes

I don’t think anyone needs to get wet to start writing online.

And I don’t believe you need to use any storytelling formula to publish and reap the benefits of sharing your thoughts on social media.

I understand it can be scary, which explains why only 1 percent of the billion people on LinkedIn publish anything on a weekly basis.

On the other hand, that represents an opportunity. There is a large and growing appetite for high-quality information that 99 percent of the group isn't meeting.

I started writing on LinkedIn in earnest 18 months ago when I had about 2,500 followers. This week, I surpassed 25,000. Along the way, it's helped me connect with scores of people that are helping me build a business.

If you are considering starting, here is my advice:

Imagine you are writing an email to your boss. You’d use a respectful tone. You’d want to get right to the point. Your memo would look something like this:

–Here is what happened

–Here are the key details

–This is why it matters

That’s all it takes for writing online as well. A sample could be:

I heard the company’s president speak.

He said morale is high, but costs are unsustainable.

It was the first time he’s mentioned costs, a sign cutbacks are coming.

Write that “story."

Then take out every word that isn’t absolutely necessary.

Insert more hard returns than needed so it's easier to read on a phone.

You are left with a post that is:

-Informational

-Accessible

-Actionable

Start there and repeat.

You will go far.

BRIEF OBSERVATIONS

STARTUPS: Increasingly startups are happening beyond Silicon Valley.

ROBERT MOSES: Generative AI provides a wonderful thought exercise.

HAPPY DAYS: Love this story from Happy Days start Ron Howard.

MARKETING: Marketing is the magic of selling even the unsellable.

PLANTS: The most New York state of mind post about house plants ever.

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