Tired of writing stuff that falls flat?

I saw a post yesterday that had all the right ingredients.

It was packed with useful information.

The layout was clean.

The advice was sensible and genuinely helpful.

But then…I scrolled right past it.

It felt like déjà vu.

I’d read ten versions of that post before.

My brain didn’t connect - didn’t want to connect.

Because I’d been there, done that.

No hint at something fresh.

And I’ll be honest, I’ve written plenty like it, too.

I’d shared the same, rehashed ideas.

There was no challenge in reading it, just effort (there is a difference).

The post held up a sign that read:

‘Don’t read this. It’s more work for you.’

Exactly.

Why read that?

We like to think our content will save others because it delivers ‘value.’

But value isn’t enough if the idea doesn’t grab or challenge us somehow.

Most people are asleep. Great writing throws a glass of cold water in their face.

In a noisy world, the best way to truly serve someone is by making them pay attention first.

Most do not. And so, they can’t help anyone.

That’s a shame.

So, what actually makes the difference?

What stops people in their tracks, making them hungry to read more?

Being unexpected.

You must interrupt the pattern.

You need to stir curiosity.

Give me one weird, fresh or rebellious idea, and you’ve got me.

That’s the secret of what I call ‘high-concept writing.’

It’s a new, upgraded way of thinking about what you write.

I apply it to all my work: tweets, articles, books.

High-concept sets you apart in a sea of same.

Knowing how to create intrigue, stir curiosity and smash expectations will take your writing and content creation to a higher level.

I’ve built an entire course around this, and it drops today, closing at 5pm ET.

Introducing:

The High Concept Blueprint

Write Against the Grain So You Stand Out (And Attract Die-Hard Fans)

This is your guide to writing sharp, bold, and addictive content that rises above the noise.

Inside, you’ll learn 15 proven ways to write what few dare to write, so you build attention, trust, and obsession.

You’ll never run out of angles again.

And you’ll start pulling in fans who feel like your writing is just for them.

Available now until 5pm ET today, when it’s gone.

Only for Ember subscribers.

→ Upgrade to Ember here and access the course right away.

Alex