That’s true, of course, for some people.
But, generally, people are good. And, generally, people like people.
It’s why there’s a waiting list for season tickets. It’s why a pop singer’s show is sold out in 10.3 seconds. It’s why a binge-worthy television series exist. It’s why a movie like Step Brothers is a classic.
Those things are powerful because they create a shared experience with people.
Remember this when writing.
If you’re trying to talk your students into watching your tutorial video, don’t tell them about the list of the things you’ll cover. Show them how other students like them have saved hours on an assignment and got their weekends back because they implemented the tips you share.
If you roll out a new training, don’t tell them about the innovative technology or the theory behind it. Show them how others went from zero to hero and now live a life they didn’t think was possible because of the technology or theory.
I’ve seen many leaders move their teams faster, with less pushback, and greater buy-in, by capitalizing on the physiological reality that people like people.
So, before you press send, ask yourself if you talked about the thing or people.
Did we just become best friends?