If you're not yet creating content consistently -- but you would like to -- perhaps you’re dealing with one of these thoughts:
"Who am I to write, or make videos?"
"I don't have that much to say."
"I'm not a good writer / I'm not good on videos."
All three problems can be solved by one mindset shift:
Make your content for 1 person at a time.
Don’t write for “the world” ... don’t make videos for “your audience.” That is just causing some performance anxiety which blocks you from showing up consistently.
Instead, imagine that you are simply talking to 1 person that you know… someone you feel comfortable talking to, who loves your ideas.
It might be a specific client, a supportive friend, a kindred spirit colleague, or one of your biggest fans.
What might they want to know about your work or message? Create a piece of content just for them. (Keep their privacy by omitting any specific details about them.)
If you’re lucky, you might be getting occasional questions from clients or colleagues. Simply answer those questions, and expand your answers into a blog post or a video.
After you’ve created the content, first share it with them: “I was thinking of our conversation, and made this… let me know if you find it helpful or have any questions about it! Feel free to share it, too.” They will feel cared for.
Then post it on your social media so that it has a chance to help more people similar to them!
By doing this, you’ll experience these benefits:
(1) You will lessen your performance anxiety by focusing on being in conversation with just 1 person who already likes you.
(2) That one person feels special that you made your content with them in mind.
(3) That piece of content, since you’re also sharing it on social media, will attract and resonate with other people who are just like them, thereby building your ideal audience.
Do you already work with clients? I recommend taking a pause after each client session, even just 1 minute, to jot down a quick note. What was the client’s core problem or question? Did they have an “aha!” moment in the session? These are content ideas that are relevant to your audience too! Make your content with your specific client in mind.
No clients yet? Then make some time to talk with a friend and have them ask you questions about your work and your core message. If you're both comfortable, record that conversation so you can speak without having to take notes. Your answers can be turned into new pieces of content!
If you ever get emails from prospective clients asking you questions about your work, those are valuable: Turn those questions into content.
I enjoyed reading a public speaking book called Be Heard Now by Lee Glickstein. (I've linked you to the Audio version which I like because it's recorded with his compassionate voice.)
The advice I remember most is that when speaking on stage, don’t look at the “overall” audience, trying to take them all in. Instead, find a welcoming face in the audience and look at them, talking as if only to them for 15 seconds. Then, find another welcoming face and talk to them for another 15 seconds. And so forth, connecting with one person at a time.
Of course, those individuals you connect with will feel appreciative that the speaker is looking at them, and they'll brighten up, which positively affects those around them, and affects how you feel too.
Even more, the whole room will relate to the connection you are having to that 1 person. The fact is that you are more resonant when you are talking heart to heart, mind to mind, with just one being. You’re more natural, conversational, and authentic.
I also heard that this is how Tim Ferris wrote The Four Hour Workweek, the book that made him famous. At first, he wrote it as a “book”, but disliked the formality of the voice and deleted that draft. Then, he wrote it as if writing an email to a specific friend. That’s the book that became famous.
When I first shared this a few years ago, one of my readers, Trevor Sutton, commented on my post:
“I recall the exact advice given to me some years ago when I had the pleasure of presenting live Jazz programs on radio. Our trainer emphasized ‘speaking to one familiar person’, not ‘everyone out there in Radio Land’. It worked. The thought pattens changed and the voice came over as more personal. Many audience members would meet me in the street and say that they felt they knew me well.”
So, make your content for just 1 familiar person at a time.
Afterwards, share it more widely so others like them can benefit!
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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