🪄Cut the Fluff: Does attention still matter?

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I won't ignore that it's been a very hard week for many Americans. I shared my feelings here. If you need someone to talk to, reply to this email. We need community right now.

The writing questions I've been obsessing over lately.

A few weeks ago, I announced that I'm building a program with my friend, Nick Bennett.

My part of Full Stack Solopreneur focuses on your content engine. Without a content engine, it's hard to get your content in front of the right people consistently.

As I build out the module, I've been obsessing over questions like:

How do we make our expertise shine through in every post?
How do we turn our knowledge into content that compounds?
How do we make sure our readers actually remember us?
How do we manufacture attention without being cringe?
How do we win mindshare around similar people?

Wrestling with these answers in course format has helped me find clearer ways to explain (and navigate people through) these complex topics.

Let me give you a taste of what I've been pondering.

Is attention all it's cracked up to be?

Sure, we live in an attention economy. But attention isn't created equal.

Going viral with a growth hack won't build sustainable business growth
Performing vulnerability theater might get likes but won't get clients
Copying what's trending makes you forgettable
Chasing views over value attracts the wrong audience

Bad attention isn't great.

But...

Good attention also isn't enough.

"But wait, isn't getting attention from the right people the goal?"

Yes and no.

If you capture someone's attention but never win their mindshare, you're easily forgettable.

This is why capturing attention is only the first step.

What you're really after is mindshare.

Mindshare is what happens when:

Your ideas begin to reinforce each other
Your audience develops a deeper understanding of your perspective
Your value compounds over time
Your authority becomes undeniable

Think of it this way:

Attention is someone following you. Mindshare is someone thinking of you every time your signature expertise comes up.

Attention is someone liking your post. Mindshare is someone quoting your ideas in their content.

Attention is someone joining your newsletter. Mindshare is someone actually opening it every week because they don't want to miss what you have to say.

See the difference?

The magic happens when you stop chasing attention and start building mindshare through consistent, valuable content around your expertise.

That's when people don't just know who you are—they know what you stand for.

And that's worth infinitely more than a viral post.

How do you win mindshare?

Think of it like building a house. Each piece of content you create is a brick.

You could throw those bricks randomly and hope they form something worthwhile (spoiler: they won't). Or you could lay them thoughtfully, one on top of another, until you've built something solid and lasting.

Here's what this looks like in practice:

1. Choose your cornerstone topics.

These are the big ideas you want to be known for.

Maybe it's email marketing, maybe it's offer design, maybe it's productivity systems. Whatever it is, stick to it and follow the 80/20 rule (80% of the time, post about your big ideas, 20% of the time, post about whatever).

2. Then, approach these topics from different angles.

Share your frameworks. Break down your process. Point out common mistakes. Challenge conventional wisdom. Tell stories about client wins.

Each piece adds another layer of understanding for your audience.

When you post about the same core topics repeatedly (but in fresh ways), your audience starts to connect the dots.

They don't just understand what you do—they understand how you think.

They don't just remember your tips—they remember your perspective.

And when they're ready to solve a problem in your area of expertise? You're not just another option. You're THE option.

That's mindshare.

Cheers,

Erica

PS. While I'm focused on the content side, Nick is an expert in offer design and sales. That's why we're teaming up. Our combined expertise means we can build THE program for solopreneurs keen to: