With both online and social media communication, we have lost our way.  We have forgotten that less is more.

Quantity has totally trumped quality.  Social media dominated by commercial interests is no longer social, but just another technology pressed into the service of broadcast (or should I say bombast) media. Instead of being touched by the messages, we are bombarded by propaganda. Commerce has always been about selling, but seduced by technology, the volume has become so loud that it is virtually impossible to have an uninterrupted conversation. It is increasingly difficult to read a simple message of only a couple paragraphs without our screen being invaded by persistent banners, pop-up advertising and unprompted audio and video. We have become a mass population afflicted with attention-deficit disorder on steroids.

Personal Isolation is Growing

As a result, communication in the sense of gaining the trust and confidence of each other is atrophying and personal isolation is growing.  Imagine being on a first date with someone you might be seriously interested in developing a relationship with, and over the course of dinner your conversation is continually interrupted by your guest sending and receiving messages on his/her smart phone.  What is the message to you?  ‘Please wait, this current interruption may be from someone more important than you and this dinner.’ This lends a very literal significance to the term instant gratification, where the party that interrupts achieves instant and often undeserved top priority.  In the process, you have been devalued.

We are all Waldo trying to be found

As a society we all become emotionally overwhelmed with a frenzied and unsustainable sense of immediacy that can only result in physical and spiritual adrenalin depletion. It also enhances our sense of psychological invisibility, and this can be true of us individually and as corporate entities.  Hence all the shouting to be seen and heard above all the noise. In a world of uber SEO, we are all Waldo trying to be found.

It’s hard to see the blind spots from the middle of the herd

As a freelance writer, I am constantly urged to become a narrow specialist.  I am told that I can earn more, and be sought out by more in a narrow niche than if I write in a broader spectrum of interests and industries.  In effect I am encouraged to become a silo writer, to limit myself to a single discipline or target market. That may be good advice if the underlying premise is that my primary goal is the enhancement of my personal income.  In my case, however that assumption is not valid.  I am a retired businessman, and I know and understand the world of business far more than most, and I love working with entrepreneurial minds.  And professionals in a given niche all talking to each other can become incestuous without the occasional infusion of new blood and outside perspectives. It’s hard to see the blind spots from the middle of the herd.

A boutique writer and speaker

My priority as a writer is to help you succeed by optimizing your ability to communicate effectively and coherently.  English is my mother tongue; I do all my own writing, and I neither want nor need a lot of clients. I am a boutique writer and speaker, with an impressive client list.  When I am working with you, I am in the smallest of niches: I specialize in you.

I am curious by nature, and I will always want to know far more about you and your business than may appear relevant to the task at hand.  How can I make you more visible to others without getting to know you first?  In a world where computer apps measure and pressure everyone and everything, welcome to my world, where I want to hear and understand in unexpected depth what you have to say, what you are trying to do. When we are thus engaged I permit no distractions, and we will take the time needed to create meaningful and authentic visibility for you and your enterprise.  Take a break from the clock. Because what we are trying to do is worth it.

By John Bechtel, website content writer and strategist, ghostwriter, b2b copywriter, food and travel writer



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