That Is, a Post About a Show About Nothing

One of my favorite scenes on Seinfeld was when George was butchering his attempt to pitch his idea for “a show about nothing” to the NBC execs.

“Why would anyone watch this?” the lead exec challenges.

“Because it’s on TV,” Costanza suggests.

“Not yet, it isn’t,” he bluntly replies.

How does this apply to thought leadership writing?

“Excuse me,” I might observe, “but I notice that your best advice, analysis, and takeaways are somewhat buried in the fifth paragraph here. Why would anyone heed them?”

“Because they’re reading the article.”

“Not yet, they aren’t.”

Don’t bury the lede. Don’t “save” your best ideas for last. Don’t miss your opportunity to persuade. Don’t waste your (or the reader’s) time.

Your lure must generate a click.
Your headline must fulfill the promise of the lure and justify the click.
Your open must build upon the intrigue of the headline.
Your opening salvo (the WHY section) must validate the intrigue and invite the reader on a promising journey.
Your headers and subheads must light the way to treasure within.

Then, and only then, will people make it to that all-important takeaway, analysis or advice.

Failure to do accomplish ALL of the above renders ALL of your expert "thought leadership" nearly invisible.