Are you excited about the future?

Think. Write. Lead. -- Issue #85

This week, I started teaching a couple of marketing classes at a local college: a Digital Marketing class for 2nd-year business students; and a Search Marketing course for 3rd- and 4th-year students.

As I got to know them, there was a stark difference between both groups.

I asked them what they wanted to do after graduation or what their ideal job or business would be.

Most of the 2nd-year students said they had no idea or that they would like to have a business but didn’t know what exactly (some hinted at having a restaurant).

On the other hand, the 4th-year students had a clear idea of what they wanted to do, the kind of jobs, businesses, or postgraduate programs they wanted to pursue.

One of my goals for the first class was to get them excited about what we’re going to learn, so they’d look forward to our classes during the semester.

How did I do that? I showed them the possible future.

However, the approach was different for each group.

To the 2nd-year students, I showed the kinds of jobs available in digital marketing and how much money they can make.

For example, I showed them this screenshot showing more than 10k results for digital marketing jobs that pay $100k or more.

And to the 3rd- and 4th-year students, I described the impact that AI is already having in the industry and how they can leverage this new technology to get ahead in their careers.

Their response? They want me to teach them how to choose a profitable career path and how to use AI tools.

So, all I had to do to elicit a positive response from my audience was:

1. Ask them what their future goals are.

2. Paint a picture of a possible future that is even better than what they imagine.

And if I may say so, that’s a pretty good strategy to use in your thought leadership content.

• Find out your audience’s deepest desires, goals, and motivations—know where they want to be in 1, 3, 5 years.

• Then show them what they need to get there and how your framework, product, or service can help them get there (and beyond).

THINK.

1. Have I taken the time to truly understand my target audience's needs, desires, and future goals?

2. Does my content align with the future goals of my audience? Am I speaking to their 1, 3, or 5-year plans?

3. Does my content clearly articulate how my framework, product, or service can help the audience reach their goals?

4. Have I painted a compelling picture of the future that not only aligns with my audience's goals but also excites them about the possibilities?

5. Have I included real-world examples or case studies that show the effectiveness of what I'm advocating for?

6. Does my content provide actionable steps or tools that the audience can use immediately to start working toward that future?

7. Am I asking for feedback or questions from my audience to ensure the content is resonating with them?

8. Have I touched upon the financial benefits or profitability aspects related to following my advice or using my product/service?

9. After reading my own content, would I feel motivated and equipped to take action toward a better future?

WRITE.

Write a short story or scenario that paints a vivid picture of the future your audience could have if they follow your advice.

Remember: Storytelling is a powerful tool for making abstract concepts relatable and inspiring action.

Then, list down 3-5 actionable steps that readers can take right now to start moving toward the future you’ve described.

LEAD.

I once read that a leader takes other people to places they’ve never been before.

Sometimes, the leader has already been there and is showing the way she knows.

Other times, the leader is just the brave one who dared to go to uncharted territories.

Either way, as an aspiring thought leader, you must drink your own Kool-aid and follow your advice first.

So make a plan and get excited about your future.

Once you do, your excitement will show in your content and others will follow.

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