Why your posts look boring (even with good writing)

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Hey friend,

You know those posts that are technically well-written, right?

Good hook. Clear point. Solid lesson.

But somehow... nobody cares.

Now, I don't know about you...

But I see this constantly on LinkedIn.

Someone drops a thoughtful post about leadership, or sales, or whatever...

And it gets 12 likes.

Meanwhile, someone else posts the SAME lesson...

But with a screenshot, or a simple visual break, or strategic formatting...

And it gets 200+ likes.

Why?

Because words alone aren't enough anymore.

People's brains are fried.

We've got the attention span of a goldfish on a good day.

And if there's nothing visually pulling people in?

They're gone in 3 seconds.

I honestly don't understand why more people don't get this.

Your writing could be brilliant.

But if it LOOKS like every other post, it's invisible.

Which is kind of funny since most people spend hours perfecting their words...

And zero seconds thinking about how those words appear on screen.

Don't believe me?

Try it 😂🤣...

Keep posting plain text with zero visual elements...

And then in a month (or even sooner) when your engagement flatlines...

You can come back here and I'll show you what actually works.

You know, the same visual storytelling principles that have been working in media, advertising, and design for decades.

Now, this is the part where I'd normally pitch you something...

But instead (and since I actually want your content to stop being invisible), I'm going to break down something for free.

The 3 visual storytelling shortcuts that make your content impossible to scroll past.

I recently learned something valuable while analyzing high-performing content.

There are 3 visual elements that separate content people engage with from content people ignore:

Visual emphasis Visual proof
Visual tone

If your content feels flat, you're missing at least one of these.

Let's dive into it.

Shortcut #1 - Visual Emphasis

This is about making your KEY points impossible to miss.

For written content (emails, LinkedIn posts, articles):

Most people write everything in one continuous block.

Same font. Same size. Same visual weight.

Your reader's eye has nowhere to land.

Instead, use strategic formatting to highlight what matters:

• Pull out ONE key line and make it stand alone

• Use bold for critical stats or phrases (sparingly)

• Add line breaks to create visual breathing room

• Drop in a relevant emoji or symbol to mark important sections

When I write a LinkedIn post, I'll take my strongest line and give it its own paragraph.

Sometimes just three words.

That visual break makes people STOP and read it.

For video content:

Put your key point ON SCREEN as you say it.

Not word-for-word transcription. Just the punchline.

"47% increase in 30 days" "The one thing that changed everything" "This is what nobody tells you"

Even people scrolling without sound will catch it.

Shortcut #2 - Visual Proof

This is where most people completely drop the ball.

They write something like: "I was overwhelmed trying to manage everything."

Cool. But I can't SEE that.

For written content:

Add visual proof that reinforces your story:

• Screenshot of the calendar you're describing

• Photo of the whiteboard where you mapped it out

• Graph showing the data you mention

• Image of the actual email/DM/result

For video content:

This is your B-roll.

If you're talking about feeling overwhelmed, show your cluttered desk.

If you're talking about growth, show the numbers climbing.

The visual doesn't have to be Hollywood-quality.

It just has to make your story REAL instead of abstract.

Attention is scarce. Learn how to earn it.

Every leader faces the same challenge: getting people to actually absorb what you're saying - in a world of overflowing inboxes, half-read Slacks, and meetings about meetings.

Smart Brevity is the methodology Axios HQ built to solve this. It's a system for communicating with clarity, respect, and precision — whether you're writing to your board, your team, or your entire organization.

Join our free 60-minute Open House to learn how it works and see it in action.

Runs monthly - grab a spot that works for you.

Save your seat

Shortcut #3 - Visual Tone

This one's subtle but powerful.

Your visuals need to match the EMOTION of what you're saying.

For written content:

If you're telling a story about a stressful moment, don't pair it with a stock photo of someone grinning at a laptop.

That's emotional whiplash.

Instead:

• Stressful story? Use a darker image, tighter crop, or no image at all

• Breakthrough moment? Bright, open, celebratory visual

• Vulnerable moment? Simple, unpolished, authentic photo

I see people mess this up constantly.

They're writing about struggle, then add a generic "success" image from Unsplash.

It kills the impact.

For video content:

Same principle. Match your visual mood to your story:

• Talking about chaos? Quick cuts, handheld camera feel

• Talking about clarity? Steady shots, clean backgrounds

• Talking about vulnerability? Close-up, minimal editing

Here's the test:

Before you add ANY visual element, ask yourself:

"Does this FEEL like the moment I'm describing?"

If not, don't use it.

These are the 3 visual storytelling shortcuts I've observed.

There's more nuance to each, but I wanted to keep this email focused.

The truth is, most creators think words are enough.

They're not.

Your brain processes visuals 60,000x faster than text.

So if your content has no visual hooks, people scroll past before they even read your first sentence.

So here's my challenge:

Go back to your last 5 posts or emails.

Ask yourself:

• Did I use visual emphasis to highlight key points?

• Did I include visual proof that makes my story real?

• Do my visuals match the emotional tone of what I'm saying?

If you answered "no" to any of those, that's why people are scrolling past.

Fix it. Then watch what happens.

Reply and tell me: Which shortcut are you going to add this week?

I read every response.

Till tomorrow...

Stephen

P.S. - Tomorrow I'm breaking down the first 3 seconds of your content and why most people lose their audience before they even start. If you want to stop the scroll, you can't miss this one.

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