Introduction
Be Generous
Help This Person
Introduce Others
Serve, Don’t Sell
When It’s Hard, Do More
Give Away Good Ideas
Promote Others Online
Kindness First
Be Expert
Use Social Media in a Genuine Manner
Do What You Do Best
Start Small
The Basics Matter
Prove It
Specialize
Be Trustworthy
Don’t Always Trust Your Judgment
Tell the Whole Truth
Be Perfect
Be There in Tough Times
Use Levels of Substance
Respect the Authenticity Condition
Be Clear
Have ONE Point
Minimize the Trivial
Use a Lot More Pictures
Follow The Theory of Seven
Get Feedback, and Use It
Ask for 3 Criticisms
Be Open-Minded
Travel in New Circles
Attack Your Blind Spots
Make Bold Proposals
Point/Counterpoint
Admit It, You’re in Show Business
Be Adaptable
Change the Cover
Rewrite, Rewrite, Rewrite
Use Fear to Your Advantage
Partner
Think (a Bit) Like an Academic
Keep Learning
Be Persistent
Don’t Take No Answer as a No
Exceed Promises
Ask for Referrals
Take Credit
Exhibit Grit
Be Present
Really Listen
Talk Less
Change Your Perspective
Be Ultra-Quiet
Breathe
Get in Front of People
More information
Credits
About the Author
Social media ghostwriting
Use Levels of Substance
Way back in the early days of the Web, my alma mater launched a site called Knowledge@Wharton. Their approach was brilliant and has resulted in a readership that has grown into the millions of professionals around the globe.
I’m going to paraphrase here what they did, which was to create four different levels of substance that readers could explore.
The first was a quick summary of a Wharton research finding or news item. This was a very quick read.
The second was a short article that added a bit of detail but still was an easy read.
Next came a detailed piece, perhaps an interview with a Wharton professor.
Finally, readers who were extremely interested could click through to read an actual research paper.
This is what I mean by “levels of substance.” Make it easy for people to dive deeper into the information you share, but also make it easy for them to get the basic idea in just a few seconds.
For example, I used to do this by publishing an article on LinkedIn and embedding a 20-25 page Slideshare at the bottom of the article. Readers who found the article of special interest then have the option to open the Slideshare. I also tweeted a few of the main points to grab the attention of followers who are interested in today’s subject matter.