The DO Lectures - 10 minutes a day.

Hi ,

This conversation persuaded me to book a room and run a workshop in London on a Saturday.

I have never done a workshop on a Saturday before.

But my gut told me to book the room.

LET ME GET TO WHY:

My youngest daughter showed me the holiday photos she was going to post on Instagram.

I said "Yeah, very nice."

Then she uploaded them.

Then she said, "Now, I am deleting the app."

“I am done with it.”

Just like that. Gone. Vamoose.

Now, this is NOT a dig at Instagram. (I still like it AND use it.)

BUT.

THIS CONVERSATION GOT ME TO PAY ATTENTION TO ONE THING:

ATTENTION IS CHANGING.

It always is. It always was. It always will.

Just like the seasons, platforms come and go.

You build a big audience, and the audience leaves to go somewhere else.

That is just how it is.

And all you can think about is…all that time and sweat you put into building it.

WHAT ONCE WORKED, SUDDENLY STOPS.

It is a law.

And that… is blinking stressful.

Add to that, an economy that is getting choppy, to put it in less than industrial language.

Costs up. Sales down. Stress through the roof.

La la la - Perfect storm.

THAT IS WHY I AM DOING THIS WORKSHOP.

And the sooner the better.

This workshop is about a skill that no one can take away.

That can be used on any platform.

That, once you learn to do it right, will guarantee you get attention

That skill is WRITING.

And before you run for the hills, let me tell you an inconvenient TRUTH.

YOU ARE A BETTER WRITER THAN ME. FACT.

I just have a better FRAMEWORK than you. That is all.

I am punching way above my weight. Daily.

Everything I have ever built has been through words.

And yet, I am the fourth best writer in our household. (Context: there are only four of us.)

But my simple method allows me to write often. 

(THIS IS THE IMPORTANT BIT.) 

I have used it for years without ever thinking it was a big thing.

It made writing EASY for me.

Then it dawned on me, maybe, it could be USEFUL for others.

ENTER THE LAZY DISCIPLINE METHOD.

I am one of the laziest people I know. 

I am one of the most disciplined people I know.

I needed a system that could work with MY FLAWS as well as MY STRENGTHS.

I had to create a content system that would grow our business without really trying.

MICRO-BLOGS CHANGE EVERYTHING.

THIS. IS. WHY. YOU. CAN. KEEP. DOING. IT.

Because it is just 10 minutes a day.

The method is designed to make it easy to do.

And, this is the gold; what is easy to do is easy to keep doing.

What you keep doing, you will get better at.

Not just for the reason you think.

Yes, you will increase your skill.

But, as importantly, you decrease your fear.

PRO TIP: Writing often has a brilliant side effect.

It stops you worrying about what other people think.

This is what I call ‘Releasing the handbrake.’

The reason you will get attention, regardless of which platform, is because you find your voice.

You become who you are.

You have learnt to leave a part of you in your writing.

At that point you separate yourself from 99% of people.

The 99% know how to write.

But they DO NOT know how to make you feel something.

They have engaged the eyes.

But not the heart.

Attention MUST BE earned by triggering a part of the brain that EMOTION lights up.

That is what the 1% have learnt.

That is what you can learn.

This was last week. (464 likes, 30 comments, 3 shares.)

A small win.

WHY MICRO-BLOGS WIN:

Think of a micro-blog as an espresso.

Small. Yet powerful.

Now think of long form pieces as a Coffee Machine.

Brilliant. But they take forever to build.

That distinction is important, especially if to get good you need to write often.

Hmmm.

MICRO-BLOGS CREATE THE HABIT.

THE HABIT CREATES THE CONSISTENCY.

Micro-blogs are quick to write. 

10 minutes or less.

THINK SINGLE ESPRESSO.

And, because they took less time, I did them more often. 

And because I did them more often, they got more attention.

The virtuous circle.

That was one part of the ‘Lazy Discipline’ system.

Something that gamified my laziness.

But writing often was only one part of the answer.

EMOTION IS THE SECRET SAUCE.

Often NEEDS those words to CONNECT.

Quantity is not enough.

Quantity must also cut through.

Let me go back to my coffee analogy: A single espresso has caffeine.

The caffeine of words is emotion.

My framework taught me to make the most of those 10 minutes. 

It made writing easy - yes.

But it also made it laser focused on the outcome for each single blog:

I HAD TO MAKE ANOTHER HUMAN FEEL SOMETHING.

I knew information alone wouldn’t trigger that reaction.

But stories that made people feel something could.

While other blogs shared logic and self-promotion, I knew they would only speak to one side of the brain.

The side of the brain that gets bored easily. Hence their lack of engagement. (The 99%.)

Yet, when I wrote a personal post with honest emotion, I knew it would connect.

Emotion gets to the part of the brain involved in trust, belief and emotional decision making.

Instead of giving them a free tip, I was helping to reframe how they looked at things.

When you write that way, you’re a source of TRANSFORMATION.

You talk to the heart.

The decision-maker.

That is who the 1% talk to.

CREATING CONTENT CAN BE EASY…instead of consuming your every minute.

Who knew?

Your organic posts will take as little as 10 minutes a day.

They will go from informational to transformational because you have learned that your personal posts create leadership.

You will never run out of things to write about because you will take your everyday observations and learn how to add your insights.

These insights will provide new ways for your tribe to look at the world because you 

have A FRAMEWORK to take your everyday stories and give them examples of how it helped you change your thinking.

And, best yet, these organic posts don’t have to be promotional to build your business. 

But when you do have something to sell, you have earned peoples trust to think, ‘This will be good stuff.’

In Conclusion.

If there is one thing to take away from all this:

Your voice is the biggest factor in your success or failure.

Writing often, with a simple framework, will stop you holding back.

When you do that, you join the 1%.

Hope you can join me in London on September, 24th.

Best from the far west,

David Hieatt

Co-founder.

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