What's in your drafts folder?

Here’s a fun, quick exercise: What’s in your drafts folder right now?

What’s scheduled to be published?

Seriously, go check and come back here. I'll wait...

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Can I take a guess?

From what I’ve seen, there’s a high chance most of it is tactical in nature. Some version of a how-to. Some variation of “Here’s how to do this better.”

This isn't inherently bad. Tactical content is useful.

But I feel like I have to say this: “Adding value” isn’t just about helping someone get a job done. It’s also about helping someone make a decision.

And that’s a different game entirely.

Most people reading your content are not trying to DIY the job. They’re trying to figure out who or what they should use and/or trust to do it for them or at least make things easier.

That requires trust. Which requires getting to know someone.

So wouldn’t it make more sense to lead not with the tactics, but with your unique vision, approach, and perspective for getting things done?

Things like:

• Your earned experiences from working the problem for so long
• Your observations from seeing the problem up close for so long
• Your point of view on what’s broken and what actually works (and what doesn't)

That’s what builds trust. That's what allows people, whether they're scrolling on LinkedIn or reading your newsletter, to get closer to you and your perspective.

It's what separates you from a thousand others saying some version of the same thing.

It's what helps people decide.

So again: What’s in your drafts folder?

If it’s another tactical how-to, ask yourself if you're helping someone get closer to making a decision today.

Or, are you just another indiscernible voice telling them what to do and how to do it?

Your audience probably doesn't need more how-to content. They just might need more how you content.