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The Secret to Getting More Shares Online…

Hey, it’s Pat! 👋

It took me several years to discover this secret, but once I did, I unlocked more shares and exposure for my brands and businesses online.

If you’re feeling stuck, like you can’t grow as fast as you’d like, or like you just keep creating content for the same audience over and over again, then this is for you.

If it helps, then you can thank my son, because it was last week at Disneyland that he indirectly reminded me about it.

Let’s get unstuck…

QUOTE OF THE WEEK

“The miracle is this: The more we share the more we have."

— Leonard Nimoy

THE STORY

Last week was spring break for our kids, so we decided to spend a few days at Disneyland.

We used to visit the happiest (and most expensive) place on Earth somewhat regularly (it helps that we live just a little over an hour away). But this was going to be our first time in over three years (due to the pandemic) and quite a bit changed since the last time we stepped foot in the park.

We all were super amped to go, but my wife and I were surprised by what our kids were most excited about.

It wasn’t the new attractions and rides, or the new sweet treats and food options: it was all the hidden secrets at Disneyland that they’d discovered online and couldn’t wait to see in person.

Our son, especially, has fallen down a deep rabbit hole in the world of Disney lore and history. He regularly watches YouTube videos about Disney and has learned things that even a regular at Disneyland wouldn’t know. I can’t put into words the absolute joy that radiated from this kid every time he saw something he’d learned about online in person, wanting to share it with us.

When walking through Adventureland, for example, he ran ahead to find a tree located near the entrance of the Indiana Jones ride.

“There it is! Come here you guys!” he yelled from across the walkway.

And when we arrived, here’s what he showed us behind the tree:

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It was a little house built into the bottom of the tree!

I had passed this tree several times in my life, even when I was a kid at his age, and I had no idea this even existed.

He went on to explain: “There was a Golden Book published in 1955 featuring a Leprechaun who lived here before Disneyland was built. He wasn’t happy about the idea of Disneyland being built there, but then Mickey and his friends showed him the plans for Disneyland and how happy it would make people. He agreed to let them build the park, so long as he could still live there tucked away where most people wouldn’t disturb him.”

As our son was explaining this to us, he also drew in a small crowd who came by to see what all the fuss was about. It was neat to witness, especially when he noticed others were listening in too, and how excited he got about that.

As we were leaving, I heard some other kids yell to their parents across the walkway, pointing and calling them over to show them what they had just discovered, too.

It was a small moment of virality, but it reminded me why we share things in the first place. It’s something that took me years to figure out.

We share for two reasons:

1. Because we want to help others.

2. Because it makes us feel special, useful, important, or seen.

In most cases, when it comes down to the root cause, it’s #1 that makes us feel #2.

Your Call to Action

The principles of sharing are extremely important to understand, and for me, they truly redefine what “shareworthy” actually means.

Ask yourself this question: Does the content you create make the sharer feel special, useful, important or seen?

Is it shareworthy?

When I learned the principles of sharing years ago, I ran an audit of my own recently-published content. I discovered that none of it was really shareable by this definition — it was all content that just said the same things others had said before, which meant there was really no benefit at all to the sharer. This totally shifted my content strategy moving forward.

Try auditing your own content. Be honest about how shareworthy, or not-so-shareworthy it is. The next time you write or record something, keep this principle in mind, and you should see some meaningful results!

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Alex
Video Beehive