Last week, I had the pleasure of visiting with an aspiring writer. I always enjoy meeting with up-and-coming storytellers to discuss technique, style, and the art form of writing in general. I have no doubts in her ability, but I did openly challenge her main objective of “being a great writer." Rather, I suggested she focus on embodying a great communicator, a great storyteller. After all, we have editors and proofreaders whose jobs are to enhance and polish a person’s writing ability. 

People creating content should focus on resonating with and adding value to the intended audience. Success isn’t measured by how well you write but by how well you impact your readers. As a communicator, this should always be the main outcome you work towards. 

I’ve spent much of my life in publishing board meetings, product planning meetings, brand management meetings, and vital sales presentations. These meetings often repeat the same phrase of an author’s work being “very well written.” I don’t recall anyone fainting or showing any excitement at the mention. However, everyone did get excited to hear WHAT topics the author was tackling, HOW that compared to other books’ treatment of the subject, and WHY it would impact the reader’s life. Not to mention the emotions the story would stir as well as its attention-grabbing title and cover design.

By all means, hit the target. Just make sure you’re aiming at the right target.