So You Wrote a Thing... Who Cares?
If you cannot answer this one simple question about your story, chances are good your readers won't care, either.
No matter what type of content you're creating—be it fiction or non-fiction, a blog post, a novel, or a video script—you have to be able to ask yourself, honestly and often: “Who cares?”
Some writers really don’t like this question. It sounds mean, right? You need to be able to ask yourself this as a writer, though. Identifying "who cares" is essential for crafting compelling, engaging, and impactful stories.
The “who cares” factor is all about relevance. It's about ensuring that every detail, every sentence, and every paragraph serves a purpose and resonates with your audience. Without this focus, your writing can easily become cluttered with unnecessary information that dilutes your message and loses readers’ interest.
Who are you writing for? What are their interests, concerns, and needs? Tailoring your content to address these points is crucial. If you can't answer “Who cares?” for any part of your content, it’s time to reconsider its inclusion.
In 15 years of editing and 20 writing, I’ve seen it all and then some. The vast majority of people include far too much information when they write. They over-explain the issue, often telling the reader what to think instead of intriguing them and encouraging independent thought.
You might worry that your audience won't fully grasp the points you're trying to make. This fear leads to over-explanation in an attempt to ensure clarity and prevent any potential misunderstandings.
Perfectionism is another driver. As we strive for flawlessness, we run the risk of overexplaining to cover all bases, leaving no room for error. However, aiming to address every possible question or objection preemptively can result in a rambling, disjointed mess.
It’s natural for subject matter experts to want to demonstrate their expertise. You want to ensure that readers see how well-informed you are! But this can lead to excessive details and oversharing.
Whatever the reason for wandering off-track, “Who cares?” is a great reminder to bring you back into the moment in your story, to refocus on your core message.
Write freely for your first draft, then be ruthless in your editing pass. Cut out the fluff and get to the point. Writing 1,000 words is easy; conveying the same message in 100 words is the real challenge. But trust me, your writing will be stronger for it.
Conciseness forces you to be clear and direct, making every word count. This approach not only respects your readers' time but also keeps them engaged and invested in your content.
Here’s an example from the fiction genre.
"John walked down the street, noticing the leaves falling from the trees. He thought about his childhood and how much he used to enjoy playing in the leaves. The weather was cool, and he pulled his jacket tighter around him. He continued walking until he reached his destination, a small café."
Borrrring. Who cares? How can we liven up this scene for our reader and trigger a connection to our character? How can we make them care?
With "Who Cares" Factor:
"John walked down the street, each step heavy with the weight of the decision he had to make. The falling leaves reminded him of the autumn when his parents divorced, a time of uncertainty and change. The cool breeze seemed to whisper doubts into his ear, but he pulled his jacket tighter and pressed on. He needed answers, and the small café ahead promised a long-awaited confrontation."
Let’s look at an example from the business writing world.
“Our company was founded in 1995 with a mission to innovate in the tech industry. Over the years, we've developed numerous products and expanded our market reach. Today, we are a global leader with a diverse portfolio of solutions that cater to various industries. Our commitment to quality and customer satisfaction has been the cornerstone of our success.”
That was painful. I almost fell asleep having to write that. And yet, this is how many, many people instinctually write non-fiction content. They begin from the perspective of “Here’s what I want to say,” when what their story really needs is a big, heaping dose of “Who cares?”
Like this:
“In 1995, our founder, Sarah Taylor, started our company in a garage with a single computer and a vision to make technology accessible for small businesses. Having run a family shop, Sarah knew the struggles of small business owners. Today, as a global leader, we remain committed to this mission.
For example, our partnership with GreenLeaf Gardens, a small urban farm, helped them optimize operations, increase yield by 30%, and expand community programs. Our journey from startup to industry leader is driven by innovation and a dedication to empowering businesses. Staying true to Sarah's vision, we strive to create positive change and a brighter future for businesses everywhere.”
Even though the first version was shorter, it felt like a longer read thanks to the tedious detail and generic corporate-speak. The second version personalized the company, gave me someone to care about, and made a connection with details that actually matter to me (assuming I’m a reader in that field).
Storytelling turns complex ideas into relatable narratives, making them easier to grasp and remember. Plus, it's a powerhouse for persuasion, helping you illustrate points and build empathy across all kinds of writing. Mastering this skill will take your writing to the next level, and focusing on “who cares” is a key element.
Practical Tips for Finding Your "Who Cares" Factor
Ask the Question Constantly: As you write, periodically ask yourself, "Who cares?" If you can't immediately identify why a detail matters to your audience, it's likely unnecessary.
Understand Your Audience's Needs: Dive deep into understanding your audience's values. This will help you filter out irrelevant information and focus on what's truly important.
Be Concise: Challenge yourself to convey your message in fewer words. This doesn't mean dumbing down your content but rather distilling it to its essence.
Create Intrigue: Instead of spoon-feeding readers information, provide enough to spark curiosity and encourage further thought. This keeps your audience engaged and wanting more.
Edit Ruthlessly: Be prepared to cut out even well-written sections if they don't serve your main purpose. Every part of your story must drive your message forward and keep your audience interested.
Remember, less is often more, and your readers will appreciate the clarity and focus you bring to your writing.