Hey there, big thinker!

Last week, at a work retreat with my business forum, we had a profound discussion centered around a simple yet powerful Why do we really get together?"

It came up because we were puzzling about the purpose of the “5%”.

Backstory: I belong to an organization called EO (Entrepreneurs' Organization) and through that org I have access to a Forum. A Forum is a confidential peer group for 6-8 entrepreneurs to discuss personal and professional issues. The 5% is that confidential bit.

We’re supposed to share the 5% we wouldn’t share in any other setting.

Even things we might not share with our own spouses or partners!

So in a way, you could say a Forum is like Vegas. What happens and is said in Forum, stays in Forum.

I don’t know about you, but at first blush . . . sounds kinda culty.

So I guess we shouldn’t have been surprised when a newer member said, “I’m having a hard time wrapping my head around the 5%. I joined because I want to grow my business. What’s the point of sharing things and feelings we don’t share with anyone else?”

I’d asked myself the same question many times.

So we started discussing it.

Why were we there?

Why do we get together for a half-day each month to share the trials and triumphs we don’t usually talk about?

As we puzzled through the question, the answer was revealed.

But only because . . . it was a great question!

The reason the answers were so illuminating was the question itself.

In a matter of minutes, we were having a deep conversation. We each shared aspects of our world view and values. We asked ourselves why we struggle with the things we struggle with. What is it about me specifically that this issue is ongoing and unresolved? In other words, we got into the 5% that we don’t usually share in casual conversation.

And that got me thinking, why don't we use the same approach in our business communications?

What's the question?

When I work with teams on developing story-based high-stakes presentations, the first step is always to try to figure out the question at the heart of the presentation.

In other words, the Why are we here?

It’s a universal question that is always sitting in our subconscious.

Answering the question is the “quest” we’re all on.

In fact, both the word question and quest were derived from the Latin quaerere, meaning “to seek, ask, demand, or require.”

I love The Matrix. When Neo meets Trinity, here’s what she says.

It’s the question that drives us, Neo.

It’s the question that brought you here.

You know the question. Just as I did.

It may seem silly to think this way, but over my decades in communications, I haven’t found any better way to get at the heart of the matter of things when it comes to connecting in a meaningful way.

So many businesses struggle to create content that truly connects with their audience.

They churn out posts, blogs, and updates, but often find that their engagement levels remain stagnant. Their content fails to spark genuine interest or foster deeper relationships with their audience.

Most content creators and businesses try to solve this problem by producing more content.

They think increasing the quantity will eventually lead to better engagement. They focus on providing answers, tips, and solutions, assuming this will address their audience's needs.

I know. I’m guilty.

Algorithmic content serving creates a pressure to produce because if you don’t keep your social “seat” warm, someone else will sit down in it. If you disappear on social media, even for a week, you will have to earn your way back into having your message shown.

It sucks! I hate it! But I can’t control it.

But here’s the other side of that coin. If you publish something that’s not interesting and the people who do have it served to them don’t stop, don’t “dwell”, don’t “like'', don’t comment, that screws you too.

I can’t control that either.

But . . .

Creating and publishing for publishing’s sake almost always falls short.

Simply increasing content volume without enhancing its depth and relevance is just noise.

When audiences feel bombarded with surface-level information that doesn't resonate on a deeper level it leads to disengagement.

Irrelevance.

Instead of focusing solely on providing answers, what if we shifted our approach to asking deep, thoughtful questions?

Questions have the power to engage the mind and spark curiosity. By integrating thought-provoking questions into your content strategy, you invite your audience into a dialogue, encouraging them to reflect, share, and connect more deeply.

Here’s how you can leverage the power of questions to enhance your content strategy:

1. Engage with Thought-Provoking Prompts: Start your content with a question that invites your audience to reflect deeply. For example, "What would you change in your business today if you knew you couldn't fail?" This type of question not only grabs attention but also encourages meaningful engagement.
2. Encourage Self-Discovery: Craft your content to guide your audience through a journey of self-discovery. Ask questions that help them uncover their own insights and solutions. In a blog post about productivity, you might ask, "What are the hidden time-wasters in your daily routine?"
3. Foster Community and Discussion: Use your platforms to create spaces for dialogue. Pose open-ended questions on social media or in your newsletters to invite your audience to share their thoughts and experiences. This builds community and provides valuable feedback.
4. Reflect on Purpose: Encourage your audience to reflect on the bigger picture. Questions like "Why do you do what you do?" or "What drives your actions?" help them reconnect with their values and foster a deeper connection with your brand.

By integrating deep, thoughtful questions into our content strategy, we can create content that resonates on a personal level, forging stronger connections with our audiences.

I write this because I’m trying to get better at this myself.

My quest is to help people create better, more meaningful communication that connects.

And that begins with the question? Why are we here? You and me.

I could guess—but in this case I’m going to take my own advice and ask.

Why are you here? I’d be grateful if you’d drop me a note and let me know what questions you have that we could think about together.

Here’s a few thought starters.

1. How do you ensure your communications resonate?
2. What’s the most impactful question you answer in your business communications?
3. How do you balance the need for frequent content creation with the need for depth and meaningful engagement?

Thanks for reading to the end-sh! Happy pondering.

P.S. If you need help with content strategy, our messaging playbook workshop might be just right for you. And there's a video of what it is (and isn't) right down there. 👇

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In Other News....

I did a little video on what a Messaging Playbook is and isn't.

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Plus:

• If your messaging isn't creating demand, your team is doing one of these 3 things wrong.
• Chapter 7 of my new book: Brick by Brick: Crafting a Cohesive Brand Message (that I'm drafting on LinkedIn! 😱)
• When is the right time to do Positioning?

Ginger, CEO at Motive3.com