Why people don’t share what you publish and how to avoid it

You write, you publish, you want to deliver the best of your wisdom, experiences, your inner-self. But people don’t share it. You deliberate, you consider, you worry, you start negative thinking about the quality you deliver. You ask yourself: what am I doing wrong that stops people sharing? You are doing nothing wrong. You probably don’t understand why people don’t share what they like. 

It is not due to a lack of your ‘SEO skills’ (on the other hand, it is almost impossible not to know how to make a content work viral with all these and those publications all around the web like 7 steps, 5 ways, 10 best solutions…, etc.).

It’s about the human tendency to protect something that represents their beliefs.

I have done a survey asking a large number of people the question: Why it is so that you click ‘Like’ button when you like a content you read, see or listen to, however, you don’t click ‘Share it’?

No, I am not talking about sharing a beautiful picture of a colourful bird or flower or a bear with her children, I am talking about sharing the content that can help you overcome your fears.

I got plenty of answers that let me choose 3 main reasons why people don’t share content they consider as a very important fir their own targets (mental, intellectual, social) with others. Here we go:

#1. Liking and sharing are quite different; the fact that I like something means very often that it is so important/too intimate/ for me that I don’t want to share it with other people.

#2. Liking is a sign that I agree with a message which is delivered in a content, however, I don’t feel the need to let other people know about it.

#3. Liking something is showing my private preferences, my beliefs, or showing that I agree with an author’s statement. I can and want to show it to the author, but not to the others.

Most people don’t want to ‘selfie’ themselves if it could expose their beliefs, unveil their privacy zone or divulge their true self-esteem. One prefers to stay undercover with their preferences about themselves. It comes as a natural result of protecting oneself from being considered as someone who is not perfect. There is a hidden, scaring thought in our heads: if we expose ourself as a weak person, not a perfect one — nobody would follow us….

Except for one, famous case, I shortly write about later.

The world we confront, with its kind of ‘celeb-perfection’ all around us, the world that pushes people to follow only beauty, power, richness, is the world with a little space for weakness, ugliness, and imperfection. Digital socialization has made the world yet more ‘selfie-ism’.

It is like when I get a message about a new follower on Twitter, I start thinking: is it because I deliver something that that person can use to become a better one, wiser, stronger; or it is because he/she wants me to follow him/her in reverse? Is this like: buy-sell-buy-sell chain? I follow people I can learn from while on Twitter, people who deliver a content I can use to improve myself or to make the world a better place. To change my energy, to share my knowledge with others, to share other people’s knowledge and wisdom and their real life samples. No theories. That’s it. It’s my life. I do believe in a quality of people I follow. Am I a loser? Or maybe I don’t get the goal of Twitter? Ok, I don’t then;)

Being liked but not being ‘shared’ have made many valuable people doubt in their skills, experience and intellectual quality they present in daily life. The world has become louder and more crowded with buzzing noise about things we don’t really want to confront, but we have to. The point is to understand, not to complain or be concerned. If you complain about who’s complaining, you complain about … yourself.

The reason James Altucher is today so famous as a writer and publisher is that he has been delivering knowledge about himself as a person who was foolish, who lost a lot, who was simply a scared man and committed a lot of mistakes. He describes himself as a weaker, so often looser and shows himself equal to the majority of the population. So, by sharing his content people are not afraid that it is about ‘them’, but about… him. They don’t need to divulge their weakness by sharing because they share… his problems. This can help you to understand how to create a content without avoiding direct indications about someone who will share it with others.

I like the way he writes, I took lessons I needed from his life-stories, however, I prefer to read stories written like this one: Vyoma Nupur. Maybe it’s about my present preferences and priorities or just the fact that I have learned what I had to learn from James’ story and I want to go forward and discover other intellectual sources, which can help me become a better and wiser person.

What I want to share with you is that most people dismiss sharing your content because they don’t want to share who they really are with others. They are right to do so. However, it doesn’t mean that the content you share or publish doesn’t make them stronger or wiser or better. It does.

Write about yourself and about your fears, failures, mistakes. This makes people feel ‘undercover’ while sharing your stories and wisdom.

And keep writing, keep delivering, all that can be used to help people get a better understanding of themselves. While delivering values, tools, a virtual support, you must believe that there are always people who have been waiting for your content.

You make their day better, you change their energy, and the energy surrounds other people.

Keep writing.

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