Crush content fears: What you have to say matters to your people
When it comes to creating content, a lot of business owners get paralyzed by fears: fear of rejection, fear of imperfection, fear of saying the wrong thing, fear of not connecting, fear of feedback. These fears are all totally understandable given some of the stories we hear and what we see in our feeds every day.
The challenge with this thinking is it keeps you from even trying.
“You miss 100 percent of the shots you never take.”
I’m no hockey fan, but I do know if you don’t take the shot for your business, you’re missing opportunities.
I’m not going to tell you the fears you have are unfounded. There’s a reason you’re concerned and I’m not going to dismiss that. But let’s explore how we can reframe your beliefs and help you shift into a growth mindset that will help you decide what’s right for you.
Creating, publishing, and promoting content can feel vulnerable
Have you ever heard an interview with an artist or musician talking about their work? There’s usually some element of vulnerability in the creation and they’ll describe nerves or fears about the moments when their work is revealed to the world for the first time.
You may not be that type of rockstar, but your business is your creation in much the same way as a song or painting is an artist’s creation and in your business, you’re the star. Some people will like what you share. Others may not.
The people who like it are your people. The rest are not. And it’s okay for people to opt out of following your content. It’s not a rejection of you or a judgment about your expertise. It’s simply a choice they’re making about what works for them based on what they see on the surface.
Backlash is a lot rarer than you think
I know someone who is brilliant in their field. They’re one of the best I’ve ever met who does what they do. But they have a block when it comes to sharing content because of fear of backlash or negative comments. I’ve had several clients express similar fears.
So, let’s explore this: According to Statistics Canada, in 2018, there were 2.9 million self-employed individuals in Canada, accounting for 15% of all employment. That’s no small number. And those individuals have to promote their work to get more work. Some may not rely on digital channels for new business, but the majority need to promote what they do beyond networking.
How many sole proprietors (or businesses of any size) can you name off the top of your head that have had a social media backlash attacking the expertise in their content?
I can’t think of a single one and I actually know some that publish some pretty sketchy advice. If what you share is grounded in your expertise and point of view, it will speak to your people and they’ll appreciate your wisdom. Others will simply pass it by.
Perfect is the enemy of good/done (take your pick)
This one is kind of a reminder for me. Letting go of the need to be perfect is hard. But it’s worth it. Here’s the thing: You’re not perfect and your content won’t be either. I can find something to change in every single piece I ever write. But what’s more important; getting it perfect (not gonna happen) or getting it out?
Being detail-oriented and wanting things to meet a standard is fine as long as you keep your standards realistic within the resources you have. The real value is showing your people how you can help.
Not working with you isn’t a rejection either
It’s so much easier to say this than it is to believe and internalize it. Especially in the early days of your business when growth feels snail-like and every new follow may feel like such a big sales opportunity.
When someone opts out of working with you, it’s only about them. Maybe they aren’t ready. Maybe it’s bad timing. Maybe they found some other way to get the result you give. Ultimately, the act of cutting you off makes it clear they’re not your people. I believe it was a whisper in an Ariana Grande song that said, “I’ve got one less problem without ya!”
And, yes, the people who aren’t your people sticking around can be a problem. Bid them adieu, wish them well, and release them to someone else. You can even play the video and have a private dance party to celebrate one less problem. 💃🏼
Yes, that’s easier said than done, but it’s a good thing. You’re not going to waste your time on someone who isn’t going to buy into what you have to offer. That’s a gift, even if it doesn’t feel like it.
Think about how many people there are in the world. Then think about the rough number that fall into your target market. Then consider how many other businesses there are like yours. This dreamy little exercise will tell you two things:
There’s no way you’ll have time to work with all the possible clients/customers that are possible.
There’s plenty of business to go around to every business like yours, including yours.
So, focus on finding YOUR people and don’t worry about the ones who aren’t.
Connection happens when you least expect it
I get comments all the time about posts I’ve shared and content I’ve created that’s helped someone. Sometimes even months after the fact. This is why what you have to say can have a bigger impact than you realize.
When you’re the expert on the thing you do, it can all seem so basic to you. But that’s why you’re an expert. The people who come to you for help want to pay you for all that magical knowledge you’ve accumulated in your brain.
Over time, as they learn from you and get to a place of readiness, eventually the people who are your true fans will follow through and connect with the intention of working with you.
Your content is the second greatest demonstration of your expertise
The greatest is the work you do with and for your clients. But the next best thing is your content, which allows them to pick your brain without ever speaking to you.
So, be bold, be confident, and put yourself out there! I promise it will pay off and those fears will eventually fade.