Write Drunk, Edit Sober
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A discussion about the creative process for viral content creation, focusing on the power of editing and emotional targeting.
The Writing Process
- Write initial content without filters or heavy editing
- Take a break for at least an hour
- Return with fresh eyes for focused editing
- Science supports this approach
- Brain relaxes during breaks
- Enables new creative connections
- Similar to "shower thoughts" phenomenon
Emotional Targeting Framework
- Start with intended emotional reaction before creating content
- Common viral emotions:
- LOL (humor)
- WTF (outrage/injustice)
- AWW (cute/heartwarming)
- AWE (amazing/impressive)
- "Finally someone said it" (validation)
Viral Content Strategy
- Certain emotions get more shares than others
- Outrage performs better than sadness
- Can reframe sad content as outrageous for better engagement
- Content performs best when it:
- Validates existing thoughts people were afraid to express
- Helps people feel seen or understood
- Allows people to prove they were "right"
Content Creation Process
- Start with target emotion
- Determine packaging approach
- Craft headline
- Create preview image
- Work backwards to fill in content
- Edit for maximum impact
The key insight is that editing is "the magic to everything" - whether it's viral tweets, emails, or any other content format.
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.