DON'T WASTE THE CHANCE TO COMMUNICATE

Don't waste it, the precious opportunity you have to really get people's attention, to help them understand, to help them trust, to forge the relationship. Don't waste it on junk communication. Don't waste it on content that doesn't matter to anyone but you. Don't waste it trying to be something you're not. Don't waste it talking about the obvious. Don't waste it trying to replicate something that worked for someone else. Don't waste it with messages devoid of meaning and relevance and humanity. Don't waste people's time.

Countless other voices are competing for their time and their attention and their trust and their loyalty. Whatever communication you put out there, make it worth somebody's time. Not everybody's - just the ones you care about. And if you make it worth their time, they'll give you more of their attention next time. But if you waste it, they won't give you a next time. Because they don't owe you anything in return until you've given them something of value.