Author Steven Pressfield’s new book says it with blunt precision:  Nobody Wants to Read Your Sh*t.

He points out how we learn the opposite in school.  Teachers act eager to read our term papers and essays, but of course they have to read them.

In the real world, nobody wants to read anything you’ve written.  And ya, I’ll take my own medicine:  I realize you don’t want to read this.  Nor does my wife, dad, or dog.

I know it’s not because you think I suck.  You’re just busy.

I’m asking you for something precious:  your attention.  You won’t give it easily, nor should you.

To overcome the monumental indifference from would be readers, Steven says:

1. Streamline your message.  Focus it and pare it down to its simplest, clearest, easiest-to-understand form.
2. Make its expressions fun.  Or sexy or interesting or scary or informative.  Make it so compelling that a person would have to be crazy NOT to read it.
3. Apply that to all forms of writing or art or commerce.

When you realize that nobody really wants to read anything you write, it brings a new level of focus.  You see that writing/reading is a transaction, where the reader donates her time and attention, which – today more than ever – are supremely valuable.  As a writer, you have to create something worthy of that gift.

Steven goes on to point-out how indispensable it is to be able to switch back and forth from your own point of view to your audience’s.  This imaginative empathy takes you from your work and let’s you consider how your audience will respond.  It’s a difficult thing to do, which is why artists, public speakers, and salespeople who can do it well are so rare – and so successful.

The gauntlet is thrown.  Realize that the people who love you, work with you, and respect you don’t want to read your sh*t.   Now consider how difficult it is to get the attention of an anonymous online audience, who are not only busy but have zero attention span.

You’re faced with what Seth Godin calls the originality paradox.  Online, billions of people are trying to capture attention with something original.  Not only does nobody want to read what your write, there is overwhelming competition to capture what scarce attention there is.

You have almost no chance.

The paradox is that there are people – the right people at the right time – who do want to read what your write.  Somebody is going to get their attention – it’s a certainty.

Nobody wants to give you their attention, and you have huge competition trying to get when they will.

Might be time to re-think your business blog and social media strategy.  Once in a lifetime offers, baby sloths and wet t-shirts won’t get it done.

You have to be irresistible.

Best of luck.  When you get there, let me know.

I’d love to read your…piece.