When your copy that’s meant to be read by the masses makes people’s heads spin trying to process the conglomeration of words, you’ve missed the mark.
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One of the objections I hear from business owners pretty regularly about content is the idea that when they share too much, it makes their services unnecessary. I get the concern. So much content these days is geared toward sharing how to do specific individual tasks.
If you teach people how to do everything you do, how can you compel them to pay for your services?
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One of the best things about developing foundational content for any business is the act of laying out how you see the industry, your place in the industry, and how you define best practices and success within the industry. But none of this is possible if you don’t put the work into creating these types of cornerstone pieces that position your business.
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Back in early July, I started getting quite busy, with some clients wanting more from me and then several other new clients. And it’s funny how that works, because at the same time things were getting busy, I was FULL of ideas.
In my brand new closed off workspace (my husband gifted me with the best, most purple wall that I love), I spent one Sunday with the door closed filling up all four of my whiteboards. They’re small - my office isn’t that big. I laid out about 6 months of work for myself - and that was just the work I needed to do ON my business.
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I find it can be challenging to generate enough ideas to build a content map on my own steam in a reasonable amount of time, so I like to bring friends (colleagues) into the brainstorm with me. Getting a group of people together in a room to bounce ideas around makes for a lively conversation since all the possibilities trigger creativity in different ways for different people. This is one of my favorite parts of planning - brainstorming all the things with smart, creative people!
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