The Power of Consistency and Storytelling in Writing: Lessons from Ben Thompson

When it comes to online writing and building a sustainable career, consistency and storytelling are critical.

Today we explore insights shared by Ben Thompson, founder of the highly successful tech blog, Stratechery, during his interview with David Perell on the How I Write podcast and answer “Why is storytelling important?”, some of the strategies he offers are applicable even outside of writing.

Thompson is renowned for his thoughtful analysis, strategic insights, and unique storytelling techniques.
Read on how to thrive as an online writer by focusing on volume, storytelling, and audience engagement.

The Importance of Volume in Writing

One of Thompson’s core beliefs is that volume is underrated.
His career over the past decade exemplifies this, as he has produced content that is equivalent to writing 50 or 60 books.

“That is an insane amount of volume. It would be hard to have the degree of success that I’ve had if it weren’t for just day-in and day-out sort of grinding.”

This idea challenges the common belief that quality is the only key to success. While quality is certainly important, Thompson argues that writing consistently is just as critical.

The more you write, the more you sharpen your skills, develop a distinctive voice, and build a body of work that people can engage with.

Key Lesson:

• Writing consistently helps you become a better writer over time. It’s about showing up every day, even when you feel unproductive.
  

Storytelling: The Magic Ingredient

Thompson’s success doesn’t just stem from quantity—it’s his ability to tell compelling stories that sets him apart.

He recalls the success of his article on the Disney-Charter standoff, where he began with the story of the first commercial satellite launch before delving into the business details.

This approach captivates readers by providing a narrative that they can follow, even when the subject matter is complex.

“The best pieces told a story. People love stories… They had a beginning, a path, and a resolution.”

This is key because, as Thompson explains, people are drawn to narratives. Even when writing analysis, incorporating a story makes the piece more engaging and memorable.

It’s not just about providing insights but packaging them in a way that resonates with readers.

Storytelling Tips:

• Start with a hook: Open with a story that piques the reader’s interest.
• Create a narrative structure: Ensure your writing has a clear beginning, middle, and end.
• Make complex topics relatable: Use storytelling to simplify and humanize technical or intricate subjects.
  

The Second Article is the Most Important

While many writers obsess over their first article, Thompson believes the most important article is the second article someone reads.
This is because the second article determines whether the reader will continue to engage with your work or move on.

“The most important article you write is the second article someone reads.”

Readers may stumble upon your work by chance, but if they come back for more, that’s when you know you’re building a loyal audience.
For Thompson, this means each article must stand on its own while also contributing to a larger body of work.

Audience Building Tip:

• Focus on producing consistent, high-quality content that encourages readers to return for more.
  Each article should provide value and reinforce your overall message or theme.
  

The Challenge of Flow State in Writing

Achieving a flow state is essential for productive writing, but it’s often hard to attain.
Thompson likens his writing process to programming:

“I actually think about the way I write as being very similar to the way a programmer is coding. You have the entire structure of what you’re working on in your head.”

This requires immense focus and the ability to hold the entire structure of an article in your mind as you write.

However, getting into that flow state can be challenging, particularly when working from home or being interrupted.

To combat this, Thompson developed a system where he separates his work from his personal life.
He explains how he initially needed to rent an office space to be physically removed from distractions.

Flow State Tips:

• Create a dedicated workspace where you can focus without distractions.
• Establish a daily writing routine to help trigger your flow state.
• Once you get started, the rest will flow more easily. The key is often just beginning.
  

Writing for Different Audiences

Thompson produces two types of content: free articles that appear on the front page of Stratechery, and updates behind a paywall. Writing for these different audiences requires distinct approaches.

When writing free articles, Thompson is mindful that they might go viral and be read by people unfamiliar with his work or the topic.

As a result, he takes extra care to provide context and ensure his writing is accessible.

“The articles are more challenging for a couple of reasons… They can go viral, and they might be read by a million people who might be reading Stratechery for the first time.”

In contrast, his paid updates are tailored to a more knowledgeable audience.
Thompson assumes a higher level of expertise from these readers, which allows him to write with greater specificity and depth.

Audience Engagement Tips:

• Know your audience: Adjust your writing style based on whether your readers are newcomers or seasoned followers.
• Provide enough context for casual readers while diving deeper into the subject for loyal fans.
  

The Role of Deadlines in Productivity

Thompson emphasizes the importance of deadlines in maintaining productivity.

He attributes much of his success to the fact that he sets strict daily deadlines for himself, which forces him to stay focused and avoid procrastination.

“For me, the hack is deadlines. Deadlines make me very productive.”

Even though daily deadlines can be stressful, they create a sense of urgency that fuels creativity and output.

Thompson also reflects on his college days, where he once wrote an entire thesis in 36 hours by relying on caffeine and a few beers.
The point is that deadlines drive results, and this has been crucial for him in producing content consistently.

Productivity Hacks:

• Set daily or weekly deadlines to ensure consistent output.
• Break down large projects into smaller, manageable tasks with individual deadlines.
• Use alarms or reminders to keep yourself on track.
  

Developing a Framework for Writing

One of Thompson’s most profound insights is the value of having a framework for writing.

He has developed an overarching view of the world and how it works, which allows him to quickly process new information and turn it into a coherent narrative. This framework acts like a machine:

“When a piece of news happens, I feed it into the machine and out pops a conclusion.”

This system enables Thompson to write quickly and with clarity because he’s not starting from scratch each time.

Instead, he’s adding new information into an existing structure, refining his ideas as he goes.

Framework Development Tips:

• Build a mental model or framework for your niche.
• Continuously refine this framework as you gain new insights.
• Use your framework to make sense of current events and trends, which can lead to more insightful writing.
  

The Satisfaction of a Well-Written Piece

One of the most rewarding aspects of writing, according to Thompson, is leaving readers with a sense of satisfaction.
He emphasizes the importance of giving readers that “aha” moment at the end of an article.

“You want to leave the reader with a sense of ‘that was a productive use of 10 minutes.'”

When readers finish an article feeling like they’ve learned something valuable, they are more likely to return for more.

Thompson views this as a long-term strategy for building trust and loyalty with his audience.

• Focus on delivering value with every article. Readers should walk away feeling like their time was well spent, which will encourage them to engage with more of your work.
  

The Path to Success as an Online Writer

Ben Thompson’s journey as a writer is a testament to the power of consistency, storytelling, and audience engagement.

His success with Stratechery shows that while talent and insight are important, showing up every day and crafting stories that resonate with readers are what truly build a long-lasting writing career.

By applying the lessons shared by Thompson—writing consistently, telling engaging stories, and understanding your audience—you can not only grow as a writer but also develop a loyal following that values your insights over time.

(Source: the “How I Write” Podcast with David Perell featuring Ben Thompson)