Sometimes I see someone's interesting blog post on LinkedIn or wherever (I don't know if LinkedIn would want them called "blog posts" at this point; I think they're called stories or updates or whatever), and I'll read along, thinking I'm going to get some good advice, and they'll end up being self-serving promotional pieces. Like (and I'm totally making this up, but it reflects the kind of stuff I've read) "and if you really want to maximize your personal branding, it's important to get a professional to help. We have many services that will get you on the right track." I was going to link to an actual "post" or "story" or whatever the professional was broadcasting, but I thought it would be rude, plus it would only give them more exposure, when what they were doing was deceptive and sort of manipulative.
I remember the days (and other people do too) when the Internet was more sincere. People shared their ideas online and were more authentic. Of course, there were people who created clickbait and who wanted to promote themselves, which is fine, but now it's harder to find posts that are just enjoyable writing. I'm not saying there are no posts like that out there, and I'd say that in addition to the relatively few expressive non-self-serving bloggers who share themselves online more than the stylized snaps that have come to dominate the Web, LifeHack seems to be a commercial site that probably makes the founder lots of money, but contains writing that sounds human instead of a way to capture people with hollow content.
I know that lots of people got the memo that they should be into personal branding, which includes a website, social media, and a blog (though for some reason people are saying they don't really "matter" anymore, even though people like to read good writing and don't always want to look at just 100 words or pretty pictures), and I totally agree that personal branding is important. In fact, I'm in the midst of wondering what I should be doing because my online and offline life have changed, my goals are changing, and I really don't know how I'm going to present myself at this point. I'm pitifully scattered and really should be focusing more, but that doesn't mean I'm going to write advice columns that end up with the punchline that you should hire me for something, when you'll really find out the "secrets" to success or whatever.
If people promise advice or information in their title and their SEO-oriented subhead or topic sentence, then they should deliver it, free of pulling people into their agenda. Their writing should help people so that they walk away with life-enhancing content, not a sinking feeling that they'd been had.
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