Your Unique Perspective Is Your Superpower
In my experience, the ultimate value of any content comes from sharing your unique perspective on the topic you’re discussing.
The topic itself doesn’t need to be unique, and if truth be told, it seldom is. Almost everything that can be written on a topic has already been written. But not from your perspective or with your insight. That’s the differentiator.
It’s not nearly as important as you might think that the subject of your content is brand new and 100% unique.
When people are interested in something, they don’t mind reviewing information they’ve already seen before. In fact, there’s a certain comfort in the repetition because it helps confirm in their minds that what they’re seeing from you is correct.
But what gets them really excited and makes them feel they’re getting value from your content is seeing something through your eyes that opens their mind to a new way of thinking and new possibilities.
That new perspective can be delivered in a variety of ways, such as answering a question, explaining how to approach something a little bit differently, or providing a detailed checklist with points they haven’t seen or thought of before.
You can be as creative as you like in delivering your perspective, whether through telling a story that’s either real or fictional or explaining your thinking in the form of A, then B, then C.
The key is to share your unique point of view that your audience won’t find anywhere else.
Focus On Delivering Value, Not Genius
In today’s content-driven world, it’s all too easy to get caught up in the desire to create brilliant content that impresses everyone with your genius.
When your main focus is looking good, you may start second-guessing yourself about what to say and how to say it because you’re worried that someone might disagree or think your perspective is naïve or silly.
But when you’re focused on delivering value to your target audience, your attention shifts away from yourself and towards serving others. By answering your audience’s questions and addressing their concerns to the absolute best of your ability, you’ll be less worried about what people think and more interested in sharing your knowledge, experience and perspective.
As a result, your audience will not only perceive that the value you’re providing to them is greater than what they’re getting from anyone else, they’ll also consider you a genius.
So focus on delivering value, and genius will follow.
Be Authentic – Tell It Your Way
No two individuals think alike, and everyone has a different way of communicating and connecting with their audience. Your audience follows you because there’s something about what you’re saying and how you’re saying it that makes sense to them.
The goal of content writing is to attract people who like what you’re saying because odds are they think similarly to you, and thus it will be easier and more rewarding to work with them.
On the flip side, your content will have a tendency to repel people who don’t like what you’re saying. This is also a good thing. Trying to work with people who don’t think the way you do and are therefore not open to your way of thinking is often challenging, time-consuming and ultimately disappointing for both parties.
So rather than speaking in generalities to appeal to as many people as possible, you’re much better off focusing on being yourself and creating content that reflects your specific opinions and beliefs. Offending people who don’t agree with you feels much less unsettling when you realize that you’re also attracting prospects and clients who will be a joy to work with.
So don’t be afraid to speak your mind or present your ideas from an angle that’s different from the generally accepted norm if that’s what you believe. You’ll attract a more engaged and loyal audience that you’re excited to do business with.
The Bottom Line…
When creating content, always remember that your unique perspective is your superpower. By sharing your unique perspective, your audience will see something through your eyes that opens their mind to a new way of thinking and new possibilities. That’s value your audience can’t get anywhere else, and it instantly elevates your content above the sea of similar blogs, articles, emails and posts flooding their inbox and social feeds.
And by sharing your unique perspective in an authentic voice that reflects your genuine opinions and beliefs, you will attract more of the clients you want to work with and less of the ones you don’t.
