When it comes to writing about your brand online.

If you want to hold on to the ‘not yets’.

Think and write like a publisher, not a marketer.

The not yets. 

99% of the people you want to read you, are ‘not yets’.

They may very well buy from you one day.

But it’s unlikely to be today.

So don’t try to sell to them.

Just write, say or do something that compels them to stick around, so you’re front of mind when they do want to buy.

And the best way to do this is to think like a publisher, not a marketer.

Publisher, not Marketer.

As a publisher, you have to produce content that draws the right people in-and-through, also making them want to come back and consume more.

As a marketer, you fundamentally have to think about reporting on the business, communicating why what you’re selling is compelling for your audience and, ultimately, driving sales.

But don’t do that all the time because over 99% of the time I’m not ready to buy.

I’m a ‘not yet’.

Instead, write, say or do something that compels me to stick around, so you’re front of mind, when I do want to buy.

And the best way to do this is to think like a publisher, not a marketer.

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