{"id":5907,"date":"2015-06-19T00:31:42","date_gmt":"2015-06-19T00:31:42","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5907"},"modified":"2015-06-19T00:33:15","modified_gmt":"2015-06-19T00:33:15","slug":"blah-blah-blah","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2015\/06\/blah-blah-blah\/","title":{"rendered":"Blah, Blah, Blah"},"content":{"rendered":"<p><a href=\"https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2015\/06\/BlahBlahBlah.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5908\" src=\"https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2015\/06\/BlahBlahBlah.jpg\" alt=\"BlahBlahBlah\" width=\"321\" height=\"239\" srcset=\"https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2015\/06\/BlahBlahBlah.jpg 321w, https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/2015\/06\/BlahBlahBlah-300x223.jpg 300w\" sizes=\"auto, (max-width: 321px) 100vw, 321px\" \/><\/a><\/p>\n<p>Writing and speaking (essays, non-fiction, copywriting, direct interactions, speeches) can be easily sorted into two groups:<\/p>\n<p><strong>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The expected\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The unexpected<\/strong><\/p>\n<p>We don&#8217;t remember what most people say when they greet us (at a party, or even a funeral) because it&#8217;s banal. Most college essays, tweets and advertising copy fit right into this category. The prose we consume every day gets instantly processed, filed away and ignored.<!--more--><\/p>\n<p>The other kind of writing is super risky. It is the original, vulnerable work of the edges. This is the interaction that adds real value because it&#8217;s not something we could have already guessed you were about to say.<\/p>\n<p>The unexpected doesn&#8217;t work because it&#8217;s surprising. It works because it&#8217;s valuable. Valuable because it brings new truth, because it says something we didn&#8217;t already know.<\/p>\n<p>Of course, expected writing is often important. We need to check the boxes, pay the toll, make it clear that we know how to act and speak and write in a situation like this one.<\/p>\n<p>But unexpected writing isn&#8217;t merely important, it&#8217;s a miracle. If we already knew what we needed to hear from you, we wouldn&#8217;t need you to say it.<\/p>\n<p>[Here&#8217;s a first step in moving from one to the other: Cross out every sentence that could have been written by someone else, every box check, every predictable reference. Now, insert yourself. Your truth and your version of what happens next.]<\/p>\n<p>Seth Godin<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Writing and speaking (essays, non-fiction, copywriting, direct interactions, speeches) can be easily sorted into two groups: \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The expected\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The unexpected We don&#8217;t remember what most people say when they greet us (at a party, or even a funeral) because it&#8217;s banal. Most college essays, tweets and advertising copy fit right into this category. The &#8230; <a class=\"read-more\" href=\"https:\/\/www.thesocialcmo.com\/blog\/2015\/06\/blah-blah-blah\/\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,143],"tags":[],"class_list":["post-5907","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-sethgodin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5907","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=5907"}],"version-history":[{"count":7,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5907\/revisions"}],"predecessor-version":[{"id":5915,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5907\/revisions\/5915"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=5907"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=5907"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=5907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}