The problem with bro-text

After building in the online business space for a little over half a year, I’ve noticed there's a pattern developing...

It's become meta for people to talk like they're in a conversation at the pub in their newsletters and longer-form writing pieces. I call it 'bro-text'.

Perhaps it's to make their writing more comfortable to read. Perhaps it's to seem dumber than their mark so they can surreptitiously ascend the ranks of the creator world (or perhaps I’m reading too much Robert Greene).

But something about it doesn't seem quite right to me.

Look at the blogs and social accounts of the foremost builders and thinkers in the world. Are they saying 'Build your personal brand on X bro'?

No. This is amateurish. And those who don't wish to sound like an amateur shouldn't write in this way.

Admittedly, I used bro-text for a long time. Many of my previous articles have hooks, italics and images to try and rope the reader into spending a few seconds more consuming them.

However, I began to realise that this wasn't the right tactic for my work. I'm now more than happy to sacrifice some engagement to allow unabridged access to my mind for those who really resonate with what it produces.

I'll always aim for my words to jump from page to reader with minimal friction.

Pursue eloquence. A suitable audience will find you.