2021: The Information Surplus

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2021: The Information Surplus

Most of what you think you know about the internet is probably wrong.

In 2021, posting quality content isn’t going to cut it. The challenge: make that quality obvious and compelling to readers in 3 seconds (and dropping). Just when you thought attention spans couldn’t get any shorter, 2010 shortened them even more.

The Information Age is dead. In case you haven’t noticed, we don’t need any more information. The challenge here is to help people find what they don’t know they’re looking for.

Google isn’t particularly good at solving these problems. Nor is anything else, yet. What’s a small business owner to do about this? Here’s where it gets simple.

Shift your communication strategy from talking-based to listening-based. This may not sound like rocket science, but there’s more to it than you might think.

For example, you might think it’s a given that collecting e-mail addresses and sending out a monthly newsletter will “keep you in front of your audience.” But what if you spend the same amount of time and energy reading other newsletters instead, making a point of responding to the good ones?

Instead of thinking of more ways to add noise to the already-cluttered information stream, think of ways to make full use of the best information that’s already out there. That doesn’t mean to stop creating content – it’s just about shifting some of your resources.

I assert that the businesses who make a priority of sharpening their listening skills will make the most money in 2021

Most of what you think you know about the internet is probably wrong.

In 2021, posting quality content isn’t going to cut it. The challenge: make that quality obvious and compelling to readers in 3 seconds (and dropping). Just when you thought attention spans couldn’t get any shorter, 2020 shortened them even more.

The Information Age is dead. In case you haven’t noticed, we don’t need any more information. The challenge here is to help people find what they don’t know they’re looking for.

Google isn’t particularly good at solving these problems. Nor is anything else, yet. What’s a small business owner to do about this? Here’s where it gets simple.

Shift your communication strategy from talking-based to listening-based. This may not sound like rocket science, but there’s more to it than you might think.

For example, you might think it’s a given that collecting e-mail addresses and sending out a monthly newsletter will “keep you in front of your audience.” But what if you spend the same amount of time and energy reading other newsletters instead, making a point of responding to the good ones?

Instead of thinking of more ways to add noise to the already-cluttered information stream, think of ways to make full use of the best information that’s already out there. That doesn’t mean to stop creating content – it’s just about shifting some of your resources.

I assert that the businesses who make a priority of sharpening their listening skills will make the most money in 2021.

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