the 3 things it takes to be a writer.

Summary

The speaker emphasizes the holistic nature of writing, asserting its power to shape the world. They discuss the importance of clarity, meaningfulness, and persuasiveness in writing, using examples from social media and emails to illustrate effective communication. The process of crafting a message is highlighted, emphasizing working backwards from intent and iterating through drafts to connect with the audience and persuade them to take action or adopt a viewpoint.

Takeaways

• 📝 Writing is a holistic process that goes beyond just words on a page, shaping the world through storytelling and personal expression.
• 🎯 The power of writing lies in its ability to invite readers into the author's mind, stories, and worldview.
• 🌟 A good hook is essential for engaging the audience, whether it's in an email, tweet, or video script.
• 💡 The effectiveness of writing can be enhanced by pairing it with visuals, creating a more compelling narrative.
• 📈 Good writing should be clear, meaningful, and persuasive, aligning with the principles of good design.
• 🔍 Understanding the audience and tailoring the message to them is crucial for effective communication.
• 🔄 The writing process often involves iteration and refining the message to better connect with the intended audience.
• 🤔 Starting with the end goal in mind (working backwards from intent) can help clarify the purpose and message of the writing.
• 💌 The structure and content of a message can significantly impact how it is received and whether it prompts the desired action.
• 📚 Regular writing practice helps in honing one's ability to craft clear, meaningful, and persuasive messages.
• 🚀 Sharing personal experiences and stories can add depth and relatability to the writing, making it more impactful.

Q & A

What is the main idea the speaker wants the audience to take away about writing?

The speaker wants the audience to understand that writing is more than just words on a page; it's a holistic way to shape the world and communicate one's thoughts, stories, and perspectives effectively.

How does the speaker describe the power of a single sentence?

The speaker illustrates the power of a single sentence by showing how it can immediately invite people into one's mind, stories, and worldview, highlighting the emotional impact and the importance of context when interpreting meaning.

What are the three criteria the speaker mentions for good writing?

The three criteria for good writing mentioned by the speaker are clarity, meaning, and persuasiveness. The writing should be clear to understand, meaningful in the value it communicates, and persuasive enough to make the reader take action or adopt the writer's point of view.

Why is it important to pair visuals with writing?

Pairing visuals with writing is important because it enhances the overall message and can change the tone or perception of the text. Visuals are part of the greater holistic experience and can make the writing more engaging and impactful.

What is an example the speaker gives to show the importance of clarity in writing?

The speaker provides an example of a tweet that is unclear and difficult to understand, emphasizing that if people don't understand the message, they will likely ignore it or scroll past it.

How does the speaker suggest one should start when trying to improve their writing?

The speaker suggests starting by working backwards from intent, which means figuring out what the writer wants to communicate to the audience and then crafting the message accordingly.

What is the significance of the book title 'I'm Glad My Mom Died' in the context of the talk?

The book title 'I'm Glad My Mom Died' serves as an example to show how context and visuals can dramatically change the interpretation of the same words. The title alone might seem sad or psychopathic, but when paired with a bright and humorous visual, it changes the perception and invites curiosity rather than judgment.

How does the speaker use the example of the email to Shan Perry to illustrate meaningful writing?

The email to Shan Perry is used as an example of meaningful writing because it clearly communicates the sender's decision to quit their job and their interest in working with Shan Perry. It's meaningful because it conveys a significant life change and a direct request that is easy for the recipient to respond to.

What advice does the speaker give for creating persuasive writing?

The speaker advises that persuasive writing should lead the reader to take action or adopt the writer's point of view. This can be achieved by making the reader's life easy by providing clear options, as demonstrated in the email example where the sender presents two ideas and asks for a yes or no response.

What is the speaker's approach to refining their message?

The speaker's approach to refining their message involves multiple iterations and drafts, considering different aspects of their intent, audience segments, and the narrative they want to convey. They use a forcing function of communication to help shape their ideas and ensure they are clear, meaningful, and persuasive.

Why does the speaker encourage regular writing for oneself?

The speaker encourages regular writing for oneself because it helps in wrapping one's head around their thoughts and ideas, which in turn improves the ability to communicate them effectively to an audience.

Outlines

00:00

📝 The Essence of Writing Beyond Words

The speaker emphasizes that writing is more than just words on a page; it's a holistic process that shapes the world. They highlight the power of writing by referencing influential figures like Bill Gates and the impact of written communication in various forms, such as emails, tweets, and videos. The speaker also discusses the importance of inviting readers into one's mind and worldview, and uses a provocative sentence to illustrate how writing can evoke strong emotions and interpretations. They stress the significance of visuals in conjunction with writing, using a book title as an example to show how context can dramatically change the perception of a message.

05:01

🚀 Crafting Meaningful and Persuasive Content

The speaker discusses the importance of clarity, meaningfulness, and persuasiveness in writing. They argue that good writing should be understandable and convey value, which can take many forms, such as saving time, eliciting laughter, or providing interesting information. An example of an effective email to Shan Perry is dissected, demonstrating how a clear and impactful message can grab attention and communicate a strong intent. The speaker also touches on the concept of marketing and the goal of persuading the reader to take action or adopt a certain viewpoint. They encourage the audience to understand the overall process of writing and to work backwards from the intended message.

10:02

🔄 Iterative Process of Writing and Communication

The speaker shares insights on the iterative process of writing, emphasizing the importance of understanding the intent behind the message. They discuss the challenges of clearly conveying the intended message and the need for continuous posting to receive feedback. The speaker uses their own experiences at their company to illustrate how they brainstorm and refine their communication strategies. They present different iterations of a message they crafted, showing how they adjusted their approach based on their audience and intent. The speaker concludes by reiterating the significance of working backwards from intent and the value of the writing process in shaping communication and connecting with the audience.

Keywords

💡Writing Framework

The concept of a writing framework refers to a structured approach or system that guides the process of writing. In the context of the video, the speaker emphasizes that writing is more than just putting words on a page; it's a holistic activity that shapes the world. The framework involves understanding the true meaning of writing, which is to communicate effectively and invite readers into the writer's mind, stories, and worldview.

💡Holistic

Holistic is a term that describes something considering all the parts of a whole system, rather than just one aspect. In the video, the speaker uses 'holistic' to describe writing as an all-encompassing process that goes beyond the literal words, including the emotions, visuals, and overall impact on the reader. It suggests that effective writing involves a comprehensive understanding of how different elements work together to convey a message.

💡Emotional Impact

Emotional impact refers to the effect that a piece of writing has on the feelings or emotions of the reader. In the video, the speaker highlights the importance of understanding the emotions that a sentence or a piece of writing can evoke in the reader. This understanding is crucial for writers who want to shape their message effectively and connect with their audience on a deeper level.

💡Visuals and Writing

Visuals and writing together create a multi-dimensional communication experience. The speaker emphasizes that visuals are not separate from writing but are an integral part of the overall message. By combining text with visuals, the tone and interpretation of the message can change significantly, enhancing the clarity, meaning, and persuasiveness of the writing.

💡Clear Communication

Clear communication in writing means conveying a message in a way that is easily understood by the reader. It is one of the three key aspects of good writing mentioned in the video, along with meaningfulness and persuasiveness. If writing is not clear, the reader may not grasp the intended message, leading to confusion or disinterest.

💡Meaningful Content

Meaningful content refers to the value that a piece of writing provides to the reader. It could be in the form of saving time, providing entertainment, or offering new insights. The speaker stresses that good writing should communicate something of value, which can resonate with the reader and make the writing impactful.

💡Persuasiveness

Persuasiveness in writing is the ability to convince the reader to take a specific action or adopt a certain viewpoint. It is a critical component of effective writing, as it influences the reader's response and can lead to the desired outcome, whether it's a purchase, a subscription, or a change in perspective.

💡Intent

Intent in writing refers to the purpose or goal behind the message being communicated. It is essential to start with a clear intent to guide the writing process and ensure that the final output aligns with what the writer wants to achieve. The speaker emphasizes working backwards from intent to craft a message that is clear, meaningful, and persuasive.

💡迭代过程 (Iterative Process)

迭代过程, or iterative process, refers to the approach of refining a piece of work through repeated cycles of revision and feedback. In the context of the video, the speaker emphasizes the importance of this process in writing, as it allows for continuous improvement and adjustment based on audience feedback and personal reflection.

💡Personal Connection

Personal connection in writing refers to the ability to create a sense of relatability and engagement with the reader. It involves crafting a message that resonates with the reader's experiences, emotions, or values, thereby strengthening the impact of the writing. The speaker in the video underscores the importance of personal connection in making the content more meaningful and persuasive.

💡Audience Segmentation

Audience segmentation is the practice of dividing a larger audience into smaller groups based on shared characteristics or needs. This allows writers to tailor their message to address the specific concerns or interests of different audience segments effectively. In the video, the speaker discusses the importance of understanding and addressing the diverse segments of their audience to communicate their intent clearly.

Highlights

Writing is a holistic process that goes beyond just words on a page.

Writing is a powerful tool to shape the world and communicate one's thoughts, stories, and worldview.

The impact of a single sentence can evoke strong emotions and judgments.

Visuals are an integral part of writing and can significantly alter the tone and perception of the message.

Good writing should be clear, meaningful, and persuasive.

Clarity in writing ensures that the audience understands the message and can respond appropriately.

Meaningful writing communicates value, which can take various forms such as saving time, money, or providing laughter or interesting information.

Persuasive writing aims to convince the reader of the value of the offering or the correctness of the writer's point of view.

Writing a good hook, telling a story, or crafting an effective email are examples of applying good writing principles.

Working backwards from intent is a crucial starting point for effective writing.

Identifying the target audience and refining the message based on feedback is an essential part of the writing process.

Regular writing, even outside of one's professional work, can help improve writing skills and clarity of thought.

The process of writing involves iterating and refining messages to better connect with the audience.

Understanding the intent behind the message is key to crafting a compelling narrative.

The structure of a message should consider the emotional journey of the audience and how to effectively communicate with them.

Writing should be seen as a process that can be refined and improved over time.

The importance of understanding the different segments of the audience and tailoring the message accordingly.

Transcripts

welcome again to uh writing

101 and uh fed 14 hope that everybody is

having a good day so far and uh I want

to cover something about

writing and I spent some time thinking

about this and this is something a

framework I wanted you to start thinking

about that is that uh writing is not

just words on a

page writing is more holistic than that

and I want you to start thinking about

what writing really means

personally I think it's the most

powerful way to shape the world if you

think about Bill space at the end of the

day uh for the longest time we're really

just people who put words into email

words on a in a tweet and then words

into a video

right and you're literally inviting

people into your mind your stories and

your view of the world I'm telling you

this because I get a sense from most of

you that you're actually creators at

heart even though you're building

different

things

so anybody seen this particular phrase

yeah if you if you know about this don't

don't don't tell the rest right what

those of you who don't know what comes

to your mind when you see the just one

sentence I'm glad my mom died psychopath

psychopath

stupid m is abusive maybe the m is

abusive what else resilience

resilience what are some emotion

emotions that go through your

head so uh when I see this actually one

of the emotions that run through me is

uh less less less of a judgment more of

a that's really sad

actually and I'm showing you this

because immediately you're like invited

you're you're actually completely

consumed by this one sentence right but

I want to show you something more don't

ever separate visuals from writing it's

part of a greater hole so this can have

a psychopathic tone can have a very sad

tone but if you pair it with the it's

actually the title of a

book I'm glad my mom died so suddenly

like the color palette and uh this

picture makes it funny right so it's

like no longer just something that is uh

sad or

Psychopathic you think it's still

Psychopathic and I just don't understand

that contrast there

like

it the title by itself is is sad has

negative tones but then this is bright

and and I still don't associate the

entire ho as something like bright it's

just still weird yeah so this particular

book actually blew up and uh it's it's

meant to be a comedy but it's actually

about a uh she's actually an actress and

kind of talks about her mom in a comedic

way but the actual the media story is

rather

sad so I talked to quite a few of you

and I know that many of you want to know

how to this is the biggest one write a

good

hook tell a story write a cold email

better landing page copy the list goes

on and on and on and if you recall uh

staven had a mental model that was a

baby bolt looking at some of the stuff

that you guys have posted and written I

think it's better if we just kind of

look at the overall process

first I think it all starts with knowing

what good writing is if you recall from

the design lecture good uh good design

is actually what's good design according

to stavin you guys

remember uh usable useful and Beau yeah

there's something similar to

writing it needs to be clear meaningful

and

persuasive and we'll get to what each of

these mean and how we will do

that so clear this is something that I

see a lot if people don't even

understand what you're trying to say

they they won't even care and uh the

worst case scenario is that you put

something out into the world people

can't even say yes and they can't even

say no so they just scroll right past

right or they don't even read

it so here's a tweet and I'm using a lot

of examples and I don't actually want to

show who did them this is not from sf2

this is from online and if you want to

look at really bad writing examples

often times you could just look at uh

crypto web 3 type stuff so if you do a

quick scan like what is this tweet about

anybody tell

me it's really small it's I see

coin yeah it's like very hard to tell

exactly what's going on right so chances

are you're just going to scroll past

interestingly this account is actually

rather big

um so you need to have people understand

you first and the second thing is I say

meaningful because I want you to

communicate something of value and the

value actually can come in all kinds of

forms for a lot of you building SAS it

could be saving time saving money and

for some of you content creators making

them laugh that to me is like the

Pinnacle offering somebody value because

laughter can transcend many things and

or interesting information etc etc etc

so I'll give you an example this is a

very popular example of a called email

that somebody sent to Shan Pur um let's

just take a moment to break this down

right I made an irreversible

decision so this particular email is

because Shan Perry was kind of looking

for people to hire right so let's just

look at this hey Sean I made an

irreversible decision just 30 days days

in I Quit some job the opportunity cost

of not being full-time in crypto was too

high right lucky for you this means that

I'm on the market I think you should

hire me and you don't even have to read

the rest he already bowled what you

should read I quit this job I think you

should hire me I love to run nft

experiments for milk Road right so

already it's like if when Sean got this

to him it was a very

meaningful um it's also understandable

what this person wants right

and before I get to this last bolded

part I want to talk about persuasive if

you recall from the marketing lecture we

kind of talk about marketing ultimately

is you want somebody to take

action it could either to buy your thing

sign up for a subscription or adopt your

point of view when I mean by adopt point

of view is that you're convincing

somebody that what you're offering is a

value or convincing somebody that your

point of view is actually like the right

way if you look at Bill space right the

2424 lecture uh sorry not lecture the

live stream we spent a lot of time

telling the audience our view of

Education how we could do it better

right

um so if you come back to this

example it's very persuasive for Sean to

at least talk to him right because he

ends with I got two ideas one for milk

Road one for MFM one to hear them so it

makes it it makes the reader's life

really easy it's a yes or no

right so I want to break down how we

start from all of them any questions so

far

cool

so I was looking at a lot of

examples I think the most important

thing you need to start is work

backwards from

intent what do you want to say to people

I think that's actually a really

difficult thing that I have seen a lot

of the examples is it's very unclear

what is it that you actually want to say

to people and even our own content team

we often times struggle with

this and this is what I like to think

about a lot keep shooting and figure out

your target now this is actually really

important you need to keep on posting um

because this is the only way you can get

feedback whether or not you are finding

a right target or even if that's a

Target that you want

and think of this as a process and the

most important thing is uh you how many

of you like write on a regular basis

during sf2 not not for your stuff like

you write for

yourself yeah quite a few of you I

highly recommend that that if you're not

doing that take some time to do it our

entire team spend time writing about all

sorts of stuff so that we can actually

wrap our heads around what we're trying

to

build so let me give you an

example we went off grids for basically

a month and we're figuring out what to

build but the forcing function that's

really good for us is anytime we're

coming up with something new we

immediately think about how will we

communicate this to our audience how

will we communicate this to the world

and it's often times a messy process but

it's something that uh you can just

iterate even within yourselves so this

is from my app

ulyses farza and I we started jaming

about what's what's a message we can

send to your audience right so if you

look at this this is a there are four

versions of this actually end up being

like six to 10 version of just all these

different drafts you can see the title

we shut down our company for a month I

became a monk monk for a month um there

I don't know how many of you read bill

space emails but eventually the The

Landing title would always

change how many of you read this or

receiv received this yeah so this was

one version of our message right and we

really thought about our intent our

intent was one we want to tell people

that we're doing something different

this year two we want to tell people

that we have the same mission right to

build a world where anyone with an idea

can turn a reality and then the third

thing is there are different segments of

our audience

we need to address questions right so

this one would be wins nights and

weekends S5 and those of you are hit

this email is probably because you're in

S4 actually all of you are in S4 um

that's why I got the email and then this

is another

iteration of the same message right this

one is more personal to farza most of

you are probably familiar with founder

stories plus cliches Steve Jobs finding

himself in India while doing LSD Phil

night travel in the world before coming

up with Nike but this message again is

all tying back to like our intent and

our intent is to be clear about what

we're doing next and also provide

something meaningful and then lastly you

know persuade them to come to

2424 how many of you read

this you can go check it out it's a bill

space.so for hyper it's a it's a very

long read if you really want to

understand where our head is at this is

actually pretty good read um again same

message but now in a 10-minute format

right you guys all know that we're

building software now so for a month the

whole team would jam about different

ideas I would jam about all of the ideas

and then I made it down to a p pitch

deck to myself again I need I need to

First figure out what the hell am I'm

trying to say to the audience right so

to me you know I was like okay how do

people connect with each other so I

started breaking down to myself you know

their ancient forms of connection modern

forms of connection contemporary forms

of connection how can Bill space

elaborate or build upon that now all of

this building into a grander narrative

even things like this we'll kind of talk

about this deeper this is like this is

the map for the entire live stream and

Josh and I are thinking about you know

there are different moments that a

person experiences in a 1eh hour live

stream or even a 1 Hour film you know

when are when when are the audience when

is the audience happy you know I put a

smiley face when are they dipping down

you know I say you know when they figure

out S5 is going to be delayed they're

going to be sad as we got to bring

them back up make them happy so we

really have to communicate why s is

delayed right

so working backwards from intent is

probably one of the most important

things that's going to start to make

everything else really easy but figure

out intent is actually very difficult