How To Make Your “Show-Off” Content More Genuine

March 10, 2016 by jennifer mcgahan Leave a Comment

Yesterday I created about a couple dozen tweets, branded images, and Facebook updates for a new startup I’m working with. I also worked on their Kickstarter project page. It was a productive day where I did pretty much nothing but create content to “push” out to the folks on the Internet.

I think of this kind of self-promotional content as Show-Off Content.

Yesterday I also read an article on being of service, one on influencer marketing, and one on claiming a space in your market by offering extra instruction in an area related to your expertise. In this case it was a hair products line that offered courses for men on how to braid their little girls’ hair. (If you have a little extra time, I recommend reading this one especially.)

Here’s the conundrum you will face as you start your business with the intent of getting the word out on the Internet:

On one hand you’ll want to show and tell every last feature, benefit and detail about your product or service, especially if you have a technical marvel or a new invention you’re champing at the bit to release on the world. (This is the show-off content.)

On the other hand, you will probably be advised by some well-meaning marketer type (like yours truly) to try to engage your target audience in meaningful conversation about their real-life concerns. (This is the engaging content.)

Hopefully, somewhere, the two conversations intersect.

There’s only one small problem, and that is that no one knows who you are yet, except maybe your mom, and your dog.

Any public move you make is branding your company, product, and business in stark outlines simply because you only have a few strokes of the pen to your name.

That first post is daunting. Your first follows feel like you’re shooting precious arrows out of your quiver into the deep dark wood.

That first mark on the world, it may feel uncomfortable, but it’s exciting and fun, too!

Self Promotion with Finesse

I grew up hearing the phrase, “Self praise stinks.” I was taught that it’s bad to “brag.” Maybe as a result of that, I learned how to listen. I also became a marketer (how ironic is that?), and spent years in sales for corporations where I learned that you cannot sell anything without sharing how you’re good and different.

Of course, relationships rule, and helpful people dominate the sales and marketing world, but there’s no getting around the requirement to “show off” your stuff. How will anyone know unless you share?

If you’re shy about the self-promotion part, I sympathize, but there’s no getting around it, so rip off the bandaid and just do it.

Introduce yourself. Just dive in. Just don’t make it all about what you do.

It’s not about you.

You can become so fixated on making sure people understand you and your product that you forget that they really only care about themselves…

Your primary job as a marketer — and I hope by now you realize that content creation is impossible without understanding your market — is to get to know your ideal customer.

After you’ve been on social media with your new project awhile, you begin to understand your audience better, just like SoCozy children’s hair products owner, Cozy Friedman noticed the dad/haircare trend.

Still, how do you engage the right people? Should you even be worrying about the “right” people? How do you approach someone on Facebook or Twitter and start a conversation? (Because that’s what your marketing person is going to tell you to do, you know.)

Today, I was really glad to get a lot of content “done” for my client because now I’m caught up for a few days. For the next few days I’ll switch mindsets and take in others’ content. From the outside, it may look like I’m being awfully quiet and ineffective, making small comments, and asking what may appear to be inconsequential questions. However, it’s the most important thing I do to balance the promotional content creation activity…

I’ll be listening.

I’ll have the breathing room and the space to simply watch and learn what people are saying to each other.

As a content creator, you must make time to do this regularly. You will perfunctorily receive information about your market every day you are on social media, but you also need to take time to browse hashtags related to your industry or your market’s interests; find, follow and interact with influencers; and research blogs they follow and quote.

See, when you’re busy with the flurry of content “creation” — especially at the beginning of marketing a brand new product or service — it’s tempting to unleash your creativity and hope some of it sticks. (In fact, you have to do something like this, just to get moving.)

It’s OK if it’s not quite right.

It’s even OK if you are wrong, because you are learning how to connect in the right way. It’s like learning a new language. Drumming up the “right” conversation takes a little finessing. Remember, also, that it’s OK to ask questions. Don’t be afraid to wade in there and look a little stupid.

If you are searching for a new market for a brand new product, and you’re not even certain who your first customers will be, then, yes, push some content out there. But take time to listen, too.

Focus groups, Q&A sessions with prospects, and brainstorming with your product development team will only get you so far.

Real live conversations on social media get you even farther as you grow to understand your market. And the best part is you can have some fun with it.

Give yourself time to listen and lurk, watch and see how people are talking and receiving social messages, then join the conversation.

A big viral splash is what every startup hopes for, but it’s the meaningful quiet dialogues, often between one or two people or influencers on social media, that have the most potential to plant the seeds of loyalty for your brand, and enthusiasm for your product.

Good luck! and if you’d like to talk about being a better, more efficient content creator, I’m happy discuss your project with you…

Five Reasons Your Article Doesn’t Work, And How To Fix It

November 16, 2015 by jennifer mcgahan Leave a Comment

Can you write your way out of a lost cause?

How long do you stay stuck before abandoning your work?

Many writers or content creators ask themselves these questions sooner or later. Do you try to salvage a project gone bad? Or should you drop it and work on something “more productive?”

Picture this: you start writing something, an ebook, a blog post, or story. You believe you have a great idea. You dive in, maybe even devote a week or two to the project before it begins to dawn on you… It’s not working.

Very soon, the curtain of gloom falls over the whole thing. You start thinking, “This is never going to work.”

Then self doubt sets in. You begin to wonder what made you think it was a good idea in the first place…

You can’t get the thing to stick together. No matter how many angles you approach it from, it just won’t gel! You even have an outline or a mind map guiding your creative process, but when you put the words down, it falls short. Either it feels hollow, like something’s missing; or your draft is uncontrolled, as if you have a tiger by the tail.

The Problem: Three Common Reasons Writers Want to Quit

Where did the love go? Let me count the ways. These are the most common situations in which I second-guess the quality of my article, and my ability and desire to finish it. Can you relate to any of these?

You decided the project wasn’t needed anymore. You started researching, and discovered that the topic had been covered thoroughly. You can’t see the value in adding your voice to the lexicon of knowledge already out there, and you lost confidence in your ability to add newness or charisma to the subject. Maybe you realize the project is similar to another completed piece of content you already have. Why bother?

You got totally embroiled in it. At the onset, you believed it was an interesting topic you could write about, but then discovered it was a little too personally demanding. Your involvement pulled your life off course, as if you had embarked on a journey that was too long and required more commitment than you were able to give. Maybe your topic was too large; you had trouble breaking it down into do-able chunks, and couldn’t see the finished project in a completed form. No amount of editing could streamline this hot mess. It simply got away from you and you’re ready to cut the cord.

You had a fast start but you lost interest. You’re so bored, you can’t even stand to work on the project. You wonder how you can expect your readers and viewers or listeners to stay with you. Your distaste for the project rears up every time you sit down to your computer. Bleh.

The terrible truth: You’ve already invested a ton of time…

If only it were easier to walk away! The thing that always gets me when I’m feeling any of the above, is the time I’ve invested. Even when you know a blog post (or a scene, or ebook, or an entire chapter of a book) is a lost cause, it’s natural to want to save at least some of your hard work. The words “Kill your darlings!” chants loudly in your mind, but dang, it’s difficult!

Five Questions to Ask Yourself Before Throwing In the Towel

What you may want to ask is “Should I cut my losses now and start something new, or am I just quitting?” Neither of those extremes is usually the reality, and neither of those questions is productive! Don’t go there yet.

Before you delete the whole shebang and walk away, or file it under “Ideas” somewhere deep on your hard drive, you need to get some perspective. Here’s my thought process when I get lost in the woods with my writing. Instead of feeling like a loser, and cowering to that voice saying you were never meant to write anything more involved than a grocery list, you need to ask yourself a few specific and constructive questions about your project. (Key word is “constructive!”)

Most of all, beware self sabotage that comes from a) abandoning a perfectly good concept before it’s complete, or b) wasting any more time on a pice of content that’s doomed to fail if you’re not objective.

Putting these ideas down on paper helped me get my arms around what feels like a desperate situation when I’m in it. I ask myself these five questions when I’m stuck in the muck. Maybe they will help you, too.

1. First, ask yourself if the “Good Idea” was legitimately good.

What was it at the outset that made you think so, and what changed?
What was the purpose of the piece in the first place?
Was it a problem you identified that needed solving?
Was it a story you wanted to share about an experience you had, or that your company or customers had?
Was it an enlightening or heartwarming tale, or groundbreaking expose?
What was it about the project that had you excited about it when you started?
Do you still believe in these kernels of inspiration?

Get back to that place where it all began and ask yourself if you still feel it.

2. Whom does it serve? You, or your readers?

Has this ever happened to you? You want to solve a problem, so you assume it’s a problem others need solving, too. (I’d say about half of my good ideas start from problems I’m having in business or in life.) The investigator in you wants to get to the bottom of the issue, so you dig in to find the answers. This, you think, is something you should write about. As long as you’re discovering the truth about fill-in-the-blank, you will share the wealth of information with your readers.

Not so fast! If a topic has easy answers, then you may not be adding to the common good by writing about it. Instead of writing, perhaps you should simply read about it, take stock of the solutions for your own personal use, and then get back to the business of adding value for your readers and clients. Regurgitating information from dozens of well-read articles doesn’t help anyone. There’s no harm in linking to these articles, however, as you write content that includes your personal viewpoint on the issue.

Also, save the more introspective pieces for your journal, or at least until you have enough distance to provide wisdom and perspective. To write about problems too soon just takes you swirling down to that icky place. You need to resolve certain issues before you can be any help to someone else. You’re probably not ready for publication when your feelings are too raw, or if you are currently in the heat of the battle.

3. Do you know enough about the topic to write about it?

If you answer NO to this question, don’t worry, it’s not a deal breaker. Sometimes the best articles come about because you’re curious about a subject and decide to learn about it. (See above.) The question that matters is, are you willing to do the research?

Furthermore, how does your knowledge or interest affect the tone you want to convey? If you know a lot about a subject firsthand, you can write without doing much research. It comes from the heart, like this article did for me, in fact. Sure, you might have to find supporting articles to link to, but the original idea rolls out easily for you.

But if you need to go looking for answers from other experts, then you’re in for a double whammy. Not only must you find resources, but make sense of them, and compile facts and ideas into a cohesive piece of writing. It takes more work and time, but I’ve found so often it’s worth it. If you’re naturally curious by nature, as most writers are, it’s a good fit.

Other times, when you find you’re having trouble writing about something, you need to assess whether your curiosity is enough to keep the fire lit until the very last word. When a project isn’t working, it could be because you just don’t know or care enough about it. Sad but true.

4. Does it fit with your goals?

You get to choose what to write about! That’s the good news. Assuming that you’re not freelancing for businesses and industries you hate; or only writing on assignment for a job, then you do have some leeway on your topics. If you’re writing for your own business or pleasure, or if you’re involved in the content editorial process in any way, then you definitely need to evaluate the purpose of your content piece before you start writing. Your time and resources are an investment, so spend them wisely!

Every business owner has pet projects they want to finish, but the content you are creating for your own business really needs to achieve some end. Either it must draw new readers; teach or entertain your current readers; or it must move your business forward in some way. If your work does none of the above, and you begin to sense that it’s wasting your time, then you’ll find it difficult to stick with it when the going gets rough.

You want to see that your work meets your goals, either professionally or personally. If not, then it’s easy to become resentful of the time and effort it’s taking to finish it.

You’re far more likely to abandon work if you can’t see the point of it. Now that I’m working on a novel (my first attempt after decades of writing nonfiction), I ask myself all the time if the scene helps a character achieve his or her goals or if it has any purpose to move the story forward.

This is the question every business blogger or content creator should ask, too.

In a business, each piece of content should have a distinct purpose. Does this ebook or blog post further your business goals? Does it contribute to the “plot,” or story of your business in any way? If the answer is no, you should probably ditch it. If yes, then find the first thing about it that has meaning. You might even write that down and keep it front and center while you’re writing.

What is the end goal? Don’t lose sight of it. If you have to put a sticky note at the top of your screen to remember it, then do that. Some examples of content goals you might write:

This article, (Title), will attract the ideal client to my website because it solves this initial problem and helps them see that I am the obvious solution to their woes. An appended web form will invite them to learn more.
This ebook will convince a reader that my method of doing (whatever you do) is clearly the way to be successful. They will naturally want to attend my next class or read my next book, and these links will be included in the ebook.

A content calendar or roadmap clarifies topic ideas. If you’re stuck, your mind should be clear on one overarching thing … the health and growth of your business. Every choice you make, including how you spend your writing time, contributes or detracts from your success. If your writing time is wasted, then your business is probably not going to do very well.

When you stumble, stop and ask yourself, if I had to feed this baby (this blog, this business, my readers) one more day to keep it alive and help it thrive, what one thing would I do, write, or post? What is the goal?

Is your article time sensitive? — Hands hold clock with gears. Blue background

5. Is your project time sensitive?

Time is the great equalizer; everyone is working with the same 24 hours. When you’re stressed about time constraints, your heart palpitates every time you look over the cliff of your failing project. Ask yourself these questions to help you decide whether to continue working on that difficult project. Trendy topics can be the most interesting to your readers, so add some weight to your consideration if the content is trending. (In other words, don’t miss out on a hot topic!) If you’ve already put in some good energy on a topic people are currently talking and reading about, then consider giving that last push to the finish.

Ask yourself:

Are you on a deadline?
Is someone else depending on you to finish?
Does completion of this project impede the progress of the next one?
Does your project cover a topic that is trending now, or does it have sticking power for the long term?

Shoot your sights far ahead of where you are today, this week or this month. If you can let the project simmer, even for a few sleeps, then do so!

But if you are on a deadline, or if the topic has a definite shelf life, then you have a decision to make; whether it is better to start over, or if you can work with any original kernels of greatness and restart your engine.

Sometimes you don’t have a choice but to pour it on. It’s the old college effort… just write something you can turn in.

Ok, so your content idea may not seem to be working now. Step back and ask yourself these five questions I shared with you, and don’t lose hope… That great idea you were so gung ho to work on, may only need some tweaking.

The next blog post addresses how to mentally regroup and rewrite your content – if necessary. It’s all part of the content writing process. Don’t give up!

Ever notice how some people always seem to crank out interesting content that appeals to their readers and customers? If you want to write content more easily, head over to the Content Quiz and find out how you can streamline the whole content creation thing. Click the image below to get started.

take the content quiz — Take the content quiz, where bloggers and solopreneurs get insight into their content strategy.

How To Pump Out Extraordinary Web Content With Ease

April 5, 2014 by jennifer mcgahan Leave a Comment

This is a rewritten reposts of an article published in April of 2014.

I’ve been listening to the most interesting music lately — monster music! This game is the latest thing among 5th graders — and it has everything to do with coming up with web content ideas that get attention. Let me show you how easy this is…

My Singing Monsters and easy web content creation

I won’t lie to you. At first I hated the dull, repetitive, guttural sounds. Over and over this one-track little cartoon creature assaulted my ears. As my son Henry happily played with his phone, I couldn’t help thinking the end of our culture was near. “What’s the world coming to?” I thought, in the usual way the older generation dumps on the younger one.

And then something weird and wonderful happened. A second monster joined the first monster and started harmonizing. Hmmm, now this was intriguing.

Soon after, what was once painfully tiresome became interesting, and I started listening. As I listened, over the next few days, I found myself humming the monster song and hearing the melody meander through my brain. Henry had created a fabulous song by adding monster after singing monster to his island. The tune was catchy, even more so because I was aware of all the rich undertones the melody was built on. Check it out for yourself…

What’s that have to do with cranking out web content? I don’t know about you, but sometimes I have a tendency to sound like that lonely monster piping out the same note, measure after excruciating measure. (If you always have a drawerful of blog post ideas, then stop reading right now. But if you struggle with this sometimes, like I do, then please keep reading.)

Why is it so easy to gab about the same old thing in your web content? Because it’s your profession, it’s what you know, it’s your area of expertise. I could write every post about copywriting, how to build a compelling story, copywriting apps and “tricks” to write well, etc… but then I might be in a rut.

Remember the singing monsters if you want people to talk back and pay attention to your web content!

You have a rich life full of glittering, fearless, irrepressible, strange and beautiful parts. You’re different from day to day, you have fascinating edges, curves and facets. If you show some of these dimensions in a unique, even slightly quirky way, you will be remembered. But if you beat the drum of your expertise all day, every day, you become somewhat boring.

Patterns add dimension and bring your content to life.

Ever notice how certain characteristics and mannerisms help you make a connection with people? Maybe people smile when they hear your infectious laugh, or they notice your sense of style because you dress yourself impeccably, or you ask just the right question at the moment everyone is thinking it. Those human personality traits aren’t as easy to show online. In the real world you make an impression in an instant, but online you have to do some extra “work” to be the real “YOU.” Wouldn’t it be cool if it were easier?

Add harmony to your single note.

Think about it. If you are constantly telling your blog followers or Facebook fans just one thing, people will get bored and leave. But if you regularly add some flavor — a hobby, some belief that sets you apart from others, or a dream you’re striving to reach — you will stand out.

People remember patterns. Do they remember you?

Most people respond to, and are capable of holding on to patterns because they keep their attention better than an endless drip of one repetitive message. If you need convincing that it’s okay to stir in your personal interests, a sub theme, or a sideline into your expertise, look no further than this article on patterns in branding, which shows that remarkable brands send a fluid message with several distinct points and counterpoints for people to bounce to and fro. The best brands add this pleasing complexity without being confusing. According to Marc Shillum,

Consistency in human behavior is not derived from repetition alone; it is about the formation and recognition of coherent patterns. Patterns are the way our brains perceive actions, thoughts, memory, and behavior to ultimately inform belief. They allow for differences while creating a whole. Patterns are unique in the fact that they create consistency around difference and variation. Creating a believable and consistent brand begins with the creation of coherent patterns.

The good news is that you can show multiple aspects of your life — your business style, leadership philosophy, hobbies, family, values, etc — and people will remember you because you mixed things up, not in spite of it.

Think of the experience you provide your customers. Do you entertain them, give them something to think about, or shock them sometimes? Do they know exactly what they’re going to get when they see your email in their inbox? If they already know (or think they know), they may start to disengage or unsubscribe from your feed or list.

Don’t let that happen. There’s so much juicy stuff to share.

Now, I’m not advising you to display so many different sides of you that you rattle your clients. (I know I’d scare some folks!) And don’t make things up just to seem exotic or interesting, but, here are some things to think about as you add some mixture to your expertise, whether your brand is personally represented by YOU, or you are representing a larger corporate brand:

Consider hobbies, favorite foods, family, pets, heritage, travel, charities, clubs, locale…how have these influenced or added to your point of view?
Do people know you for something unique: a fashion statement, hairdo, temperament (curious, inspirational, diplomatic)? Identify that and work it into your personal brand. By the way, you are probably already doing this without being aware of it.
Pepper your website and social sites with posts about things you genuinely care about. Your enthusiasm will attract like minds.

So…those themes that tie your life together highlight the rare “monster” you are…Don’t be afraid to show them, re-iterate your special patterns, and stand out from the crowd. As a copywriter and experienced interviewer, I can usually find at least a few patterns in a short 30-minute interview with new clients. If you want to use your “patterns” to create remarkable content, start by contacting me using the form below, and I’ll send you out our Content Quiz to get you started.

Good Web Content Begins With Great Questions

March 17, 2014 by jennifer mcgahan Leave a Comment

The power of a question.

This past week I must have asked about 357 questions.

Everything from “When you think of the characteristics that all your clients have in common, what are the top three that bubble up?”

To “What should we put in the feature box on the home page: the picture of the computer or the speech bubbles?”

To “What time is it in London right now?”

I’ll bet you’ve asked a few yourself. At least I hope so.

“Have the courage to start conversations that matter.”

Last week was full of conversations, many of them meaty and meaningful. I feel pretty lucky.

Conversations that matter start with a question.

Jane Deuber, entrepreneur and creator of Value Quiz, a super helpful assessment tool we’re adding to MyTeamConnects’ website very soon, shared a tip. She told me that when meeting someone new, she tries to ask three questions to get to know them better and to find our how she can be of service to them. As a natural connector, Jane’s one of those people who seems to have ties to everyone. More interesting, though, is her tireless attitude.

You might think asking questions would sap energy, but the truth is when you start conversations that matter, the opposite is true.

When you ask questions you open yourself up to learning something new. If you’re open to an answer, the mind is required to synthesize that information or idea into your reality in that moment. But the kicker is this: you have to stop and listen to the answer.

When you listen, you stand a greater chance of understanding. And understanding takes a lot less energy than twisting in the breeze of your own chatter. (That can really wear you out.)

I admit that of the people closest to me, I ask questions dozens of questions every day. But they’re mostly lame-o questions, because I usually assume think I already know the answers…give or take a few. Questions like, “Do you want mayo?” “Did you do your homework?” and “What have you been up to this week?” Most of these are not conversations that matter.

Why is it that the people who get the best questions are the people I don’t know all that well? Am I overlooking treasure that’s hidden in plain sight?

To whom do you ask your best questions? This week, will you ask an important question of someone mysterious, a colleague you’ve just met, a customer you’ve been serving for months, or someone you’ve known all your life?

Discovery is as close as a question. Try asking a question that matters and see how it brings a new energy to your day. See how it increases your relationships with your family, customers, and friends.

Asking that important question could be the secret to the fountain of youth or the child’s mind. Any tips for asking great questions? Leave a comment!

Seven Productivity Tools to Increase Content Creation in the Car

February 6, 2014 by jennifer mcgahan Leave a Comment

I’m proud to say I run a home-based business.

But the truth is…I run much of my business from my car.

I have a car-based business. While I write at my big-screen computer during the mornings, I spend a healthy chunk of time in my van in the afternoons.

Not that I’m complaining. I get lots of ideas in the car. Inspiration, sometimes. Tests of patience. I download podcasts and interviews and listen to those. My kids absorb digital media news and marketing trends, but usually they’re plugged into Spotify or Injustice unless we get wrapped into conversation, laughter, or sometimes arguments.

So I’m running a business from my car, with all of life’s drama to boot. (Not to mention Texas drivers.) I cover the same 100 square miles every week, practically on autopilot.

The reason I’m sharing this isn’t to revel in my provincial existence, but to show you that you can market your business from right where you are — even if it happens to be a very small place.

“I don’t have the time,” people say.

“I hate the copywriting part,” small business women confide.

“I’m too busy to market myself,” they bemoan.

While I sympathize with all that, the truth is no one can market your business better than you.

So be prepared. Seek opportunities and take stock of what you do have. Busy people enjoy more content currency to spend simply because they’re in there, doing it. Build in an extra minute or two and create quickie micro-content, like the kind GaryVee talks about in his book #JJJHR. It’s all over the place!

Click image to enlarge.

Do you keep all the content creation tools within easy reach? Here are some of my favorites:

Kindle (latest magazines, reports, books) to stimulate the mind.
Pen and notepad, for great ideas at stoplights.
Digital recorder, for great ideas when you’re moving.
Phone (not in picture because I’m using it to take a picture)
Old iPod, for audiobooks and recordings that don’t get interrupted with every email or text that comes in.
Inspirational Quotes. My two words of the year, “Breathe” and “Ask” are stuck to my steering wheel, reminding me how I’m going to accomplish my next best step.
I left one thing out…these content creation cards that make it easy to come up with things to write about.

The game has changed. Marketing isn’t about telling your customers how things are. They already know. It’s letting them take a peek behind the curtain at how you can serve them and why they should want to connect with you, personally. What do you have that no one else has?

When you started your small business, you focused on delivering that one thing you actually love to do — the thing people pay you for. But you also knew there’d be other challenges. Things you’d have to get cozy with, maybe even some things that fell outside of your comfort zone.

Along with all those other hats, you knew you’d have to market yourself. But no one ever told you it would take so much time, money and energy right?

The great news for small business people is that you are more than capable of reinforcing your culture with micro-content. (Stay with me here.) Imagine how rich your life is — and can be — while you are running your business. All that you are, wrapped up into all that you offer, and the great service and products your customers reap, too.

Since I am a copywriter, here’s how it breaks down for me. I get up really early to write. 5:00am is average for me. That gives me a good four hours before I go to the gym. Then another couple of hours before I start checking email and returning phone calls. Six hours of writing is plenty. If I can do that much every day, I am happy. The rest of the day? Driving, cooking, reading, catching up with people via phone calls and recordings, etc.

I’m not saying this is the perfect way to do it, but it’s right for me. I’ve structured the day so I can get stuff done, and it’s not glamorous by any means. Most days I come up with article ideas at 55 mph, or a through a simple conversation with the guy at the pet store where I buy crickets for my son’s lizard, or a Facebook post.

Anyone can market their business. Your life looks different from mine, of course, but as you build your business, why not share the journey with your community? The content you create right where you are is the juice that ultimately drives your business.

It’s what you opine as you read articles.
It’s what you tell your friend about after an interesting meeting with a new affiliate or vendor.
It’s that tangent your can’t resist exploring in conversation.
It’s the funny joke you shared when your favorite client visited.
All of this is fodder for your content. And the people who are your ideal clients will naturally click with where you are right now.

That’s not an excuse to be scattered and unintentional. And it’s definitely not an excuse to share all the “junk in your trunk,” so to speak. But a home-based business (or a car-based business) allows you a certain lifestyle that still serves clients with great value. The same goes for your life as a shopkeeper, a coach, a volunteer, an educator, a speaker, a realtor, or any of the various professions small business people fall into. It’s a life you can share as you reveal how you serve.

Incorporating content creation into your day-to-day takes a little extra time and intention.

Learn how to do it efficiently, making use of apps and tools so you can touch the right people. Having the right tools makes it easier on you, too.

Here’s an example.The driving around started early today. An orthodontist appointment at 7:30 am and drop-off at the high school led to two hours at the cafe where I wrote for awhile. Then I picked up another child at the grade school to have a wart checked by the dermatologists. Trish, at the school’s front desk told me we’d need a doctor’s note when we returned, but I forgot to get one. So I turned the car around and sent my son Henry in to get it from the receptionist. As I waited in the car, I looked up to see this set of windows, a riff on classic architecture. I snapped it, intending to research the golden mean, while I waited — and if I could relate it somehow to writing.

I got to thinking how lovely the lines of simple geometry during a hectic day and how to share it in some way.

Which brings me full circle. Within your day, there is something to share. Take stock, don’t discount the small stuff; try to find meaning in all the chance bits of flotsam and informational jetsam God sprinkles into your life. Don’t take them for granted.

What does it mean for your customers and your ROI? Relish all the little things that contribute to the business you are building, and share them as your community grows.

What you invest is time and effort. What you get back is the return on dependability and familiarity. The better your ideal customer knows you and understands your vision, the clearer they see how you fit into the perfect solution once they’re ready to tackle their problem.

Do you have any thoughts on inventing and sharing content from “inconvenient” places?