“Everyone already knows that.” I’ve been hearing this a lot recently. It is almost always the answer to this question: “Would you write an article or blog post about that idea?”These insightful thinkers – PhDs, industry veterans, book authors, and scientific geniuses – all question the uniqueness of their insights.
These smart people are entrenched in their businesses. They are talking to their customers every day. They’ve seen problems that others do not know about yet, and they’re creating solutions that no one else is thinking about yet. But when the spotlight shifts away from products to ideas, it elicits a very human response, even among seasoned CEOs: doubt.
When you’re seeking a wide audience, it’s healthy and prudent to question your ideas. Overcoming doubt can be tough. However, in our work at InkHouse, doubt often signals the best ideas. Those who question their ideas most aggressively are often the ones who’ve done the most research and spent the most time thinking about these problems.
Helping clients overcome this kind of doubt is part of a PR person’s job. It’s critical because content has become such a large component of any successful PR program. The opportunity for content has never been greater.
So how should you test the viability of your ideas? Try these litmus tests:
A good contributed article or blog post rests on a point of view that is relevant enough to be part of the industry discussion, but unique enough to stand out. These ideas must spark interest and discussion. They need to compel your audience to share your content. So be picky, but not too picky. If doubt is the only thing holding you back, it might be time to take a leap of faith. As Hemingway wrote, “As a writer, you should not judge, you should understand.”
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Beth is the CEO of InkHouse, which she co-founded in 2007 and has grown into one of the top ranked agencies in the country. Beth’s been recognized as one of the Top Women in PR by PR News, the Top 25 Innovators by The Holmes Report and as an Ernst & Young Entrepreneur of the Year finalist. Beth believes that shared values, and the freedom to create are the foundations of all meaningful work. She brings this philosophy to building a culture of creative progress at InkHouse.