The key lies in understanding that when we write, we are actually telling two stories. The first is the obvious one: the topic we are addressing, which should provide value to the reader (and it better does).

But there’s also a second story, one that is implicit in the text—it tells readers who we are and reveals how we see ourselves as authors. Some texts make it painfully clear that their writer is pretentious, a know-it-all, or simply a bore. Other texts suggest the author is merely recycling what everyone already knows, without offering a single original idea. These are the kinds of things that push readers away.

That’s why, every time you write something, let it sit for a day. Then, come back to it and ask yourself this crucial question: Is the person who wrote this someone interesting?

The ultimate test is this: Would I invite the author of this text for a beer to chat, enjoy their company, and learn a bit more about them?

If the answer is no, go back and rewrite it.