Man, does Chris Brogan get me thinking.
Subject line of a recent email newsletter (which I love - go subscribe): No One is Reading Your Stuff.
His basic point was this: We're all too busy. Your readers are too busy to read your stuff (and thus, they're not) and you, busy entrepreneur (or aspiring entrepreneur), are probably too busy to write it anyways. So find one thing that really works for you, and keep at it. Or in his words, "Do the work that moves you ahead," aka inspires you, and the right people will eventually find it. Forget the rest. Don't waste precious time on 10 different platforms.
Is this a fact? That no one, except for maybe a few people, are looking at your stuff? No, of course not. Rather, he's talking about adopting a new, more useful perspective.
While it's all solid stuff to ponder, I'd like to steer this ship in a slightly different direction. Behold, a quick lesson in content marketing:
YOUR LIFE IS WAY TOO BUSY AND WAY TOO SHORT TO CREATE STUFF YOU HATE CREATING.
This sentence should go next to your computer screen. Or wherever you go to punish yourself when you know you "should" be creating that ________(fill in the blank: blog post, podcast, newsletter, video, whatever.)
All of this comes down to a change in how you look at your content. Questions like: "What are other businesses doing to reach customers?" or, "what social media platforms SHOULD I be on?" or even, "Where are my customers hanging out online??" are the wrong questions to start with, IMO.
Instead, start here: "What be really, really fun for me to create?"
And then do that. As a solopreneur (someone working on her biz solo, from her laptop), you must always follow the fun.
FYI, CREATING STUFF YOU LOVE IS THE DIFFERENCE BETWEEN CHASING YOUR CUSTOMERS AND ATTRACTING THEM.
Oh, and PS. Your customers know when you hate what you're doing. There's an energy to it. Have you ever been served by someone (I'm thinking waiters, bartenders, Uber drivers, etc.) who just didn't want to be there? You can tell.
When you love what you create and had a ball doing it, whether it's an entire business or just a blog post, trust that your customers can feel it.
A GOOD RULE: BE IN LOVE WITH THE CONTENT YOU PRODUCE. LIKE CRAZY, HEAD-OVER-HEELS OBSESSED WITH IT.
For now, stop worrying about what others will think, like or respond to. This is about rekindling your romance with your own juicy stuff. So you wake up in the morning actually excited to do that thing.
Okay, now time for a challenge: This week, I'd like you to dream up the kind of stuff that would feel fun to create. Don't overthink it, this exercise is simply about identifying the types of content channels that would feel really enjoyable and creatively satisfying.
Is it running with your instagram account, creating a series of beautiful images? Is it creating a Youtube channel filled with funny videos about your business? Podcasting? Periscoping? Newsletters? Whatever it is, let your imagination run with it this week. If by next week it still feels good, give yourself a month -- a full 30 days -- to put all of your focus on that.
Okay kids, that's a wrap for now. Until next time - go have some fun. XO