Content isn’t always king
My husband, Jeff, is logical, incredibly systematic, and spends absolutely zero time trying to “build an audience” online. He’s one of those guys who every so often just cleans out his Facebook friends because he doesn’t talk to 90% of them on a weekly basis (Seriously? Who does that?).
As you might have guessed, he’s not an entrepreneur. Far from it, actually — he’s an attorney.
Even though it drives me crazy that he doesn’t understand why I answer client emails from bed on Saturday mornings or why I stress over writing the perfect proposal, it’s actually kind of wonderful to be married to a man who just doesn’t get it.
Because he’s not a part of the entrepreneurial world that you and I live in, he has this knack for putting things into perspective in a way that my colleagues, clients, and mastermind partners could never do.
For instance, the other night I was sitting in my office at 11:30 pm, writing (and rewriting…and tweaking…and revising…) the same paragraph for a blog post to get it juuuuust right. I had been working for about 16 hours before starting this blog post, so it had been kind of a long day.
At that moment, Jeff popped his head around the door, raised an eyebrow and said, “Do you want to be popular on the internet, or do you want to earn a living?” [TWEET IT]
Damn. That’s a valid question, isn’t it?
The point was this — I could tweak that post until my fingers bled, but he knows as well as I do that my clients do not materialize after reading one blog post. Nope. As much as I wish they did, it takes more work than that.
Writing great content is a fantastic start — it’s how people hear about you, how they get to know you (at first) and learn how you can help them. But it’s not where they open their checkbook — or PayPal account — and confirm they want to work with you. For the household name bloggers, maybe. But I’m willing to bet that that’s not where you and I earn our living.
I could (and do) spend hours writing blog content. I work hard to develop a social media strategy that increases engagement while simultaneously highlighting my services. But the bottom line is that all of that hard work doesn’t always result in sales — not all by itself, anyway.
In fact, most of the time it doesn’t. But when you couple excellent content with an opportunity for genuine, face-to-face connection? BAM! It’s pretty rare to not to close the deal after a glass of wine or a cup of coffee with a potential client (even if it’s a virtual date on Skype).
We can spend all of our time trying to please the content gods, but if we haven’t made a personal connection with anyone at the end of the day, then why does it matter what we write online?
I’m not saying that you shouldn’t worry about creating great content. That is, after all, exactly the service I offer to my clients!
I am simply suggesting that you consider how much emphasis you place on it because the actions that feed our egos are not always the same actions that help us earn a living. [TWEET IT]
Now it’s your turn. What’s one way your friends and family put your business into perspective for you?
Here’s to the hustle,
founder | amp&pivot