Editing Beats Writing

The speakers discuss how editing is crucial for creating viral content, emphasizing that the editing process is more important than the initial writing phase. They share specific strategies and insights about their approach to editing and content creation.

Key Points:

• Editing Philosophy:

  • "Write drunk, edit sober" - attributed to Ernest Hemingway
  • Taking breaks between writing and editing is crucial
  • The magic of good content lies in the editing process

• Break-Taking Strategy:

  • Step away from content for about an hour after writing
  • Let ideas "simmer" while doing other activities
  • Return with fresh eyes for approximately 30 minutes of editing
  • Content becomes "twice as good" with this approach

• Scientific Backing:

  • Similar to "shower thoughts" phenomenon
  • Brain becomes more creative when relaxed
  • There's scientific evidence supporting the benefits of taking breaks during creative work

• Emotional Template Approach:

  • Start with intended emotional reaction
  • Use a template of 7 core emotions to guide content
  • Examples include:
    • LOL (humor)
    • WTF (outrage/injustice)
    • AWW (cute/heartwarming)
    • AWE (amazing/impressive)
    • "Finally someone said it" (validation)

• Viral Content Strategy:

  • Different emotions drive different sharing behaviors
  • Outrage gets more shares than sadness
  • Content can be tweaked to trigger more viral emotions
  • People share content that validates their existing thoughts
  • Recognition and relatability drive sharing behavior

• Key to Virality:

  • Start with the intended emotional response
  • Frame content around strong emotional triggers
  • Transform less viral emotions (like sadness) into more viral ones (like outrage)
  • Tap into thoughts people have but haven't articulated