Write for the business you want – not the business you have.
Have you ever created a content calendar or outsourced content creation for your business, and gotten 0 results?
“Committing to a content calendar in advance feels really restricting.”
“I’ve had some great lists of potential topics to write about. But then I go to write it, and I just don’t want to. It’s a kind of inner rebel.”
“I’ve been paying someone to run my Instagram, but she just doesn’t nail my voice. We’re thinking of switching to video.”
People say stuff like this to me a lot. I know how they feel because a couple of years ago I was in the same boat when it came to writing for my business.
I knew I wanted to be “out there” – known on Planet Internet for my expertise.
So I created a content calendar. I had a list of categories and list of social media and blog posts within each category. I committed to writing twice a month.
But when I sat down to write, each topic felt overwhelming and underwhelming at the same time.
What I mean is… in my industry, which is marketing, literally thousands of people have already written about any topic I could think of. And hundreds of them had written about it better than I ever could.
(Maybe this happens in your industry, too.)
So, I thought, “What’s the point of writing for my business? To be ‘out there’? Out where? How is my stuff ever going to show up on Google? And if people do find it, what’s going to make them want to reach out when I’m just one of thousands of people who do this kind of work?”
How was my writing ever going to capture anyone’s attention? It seemed impossible.
So, for 2 years, I stopped.
During those 2 years, I noticed some of my entrepreneur friends who wrote consistently seemed to get so much from it. Inquiries, new clients, speaking gigs, even opportunities to be on TV or meet their heroes.
While others, even those who wrote and shared content just as often, simply seemed to be carrying out their content calendar plan just for the sake of being consistent.
They got nothing for their efforts.
So, great. They stuck to the calendar. But who wants to just stick to something?
Did they get anything as a result? Did they love it? Did they LIVE?
That’s when I realized the key difference between the first group and the second group.
You know how they say, “Dress for the job you want”?
The group who were getting speaking gigs and clients, and were altogether known for their writing were following this mantra: “Write for the business you want.”
They were writing for the clients and allies they wanted to attract for the next phase of their business. They weren’t writing for the types of potential clients they already had.
Writing for the business you want allows you to go from…
wishing people knew exactly what you do to having people say they want to work with you within 15 minutes of meeting you.
feeling like you never say what you do quite right to saying what you do in a way that makes people’s eyes light up… and makes them refer you to their friend who needs you.
client feedback like, “she did a good job,” to “she was absolutely the only person I could have hired to do this work.”
writing something that someone else could have written (and probably written better) to writing something that only you could say and that people need to hear.
Who benefits most from working with me
You provide a client service. You’re great at what you do and you have a good referral network, so you’re usually pretty booked up.
Your current business is going fine.
But you have a vision beyond “fine.”
Maybe you can articulate it clearly. Maybe it’s more of a vague notion.
Like… you were at a conference and you saw a woman in the lobby with her staff of 9 trailing behind her and you thought,
“I want to roll nine deep! How do I get to be like her?”
Some gaps you might be wishing you could leap:
The industry you’re in (going from a financial planner who works with everyone to CDFA who only works with recently divorced women)
What you sell (custom, done-for-you services to coaching and group programs)
How you sell it (over-reliance on word of mouth to “inbound” leads from Facebook or Google Ads)
Who you sell it to (having a lot of “meh” clients on your roster to being in demand to the point where you can say no to clients you don’t like to work with)
What you do it all for (from money to vocation)
You can start writing as if you’ve made the big pivot before you change a thing. Writing is the spring that allows you to make the leap.
But how do you go from writing for the business you have to writing for the business you want? You can’t just will it to happen.
That’s where I come in.
Here’s how I can help:
1-on-1 Coaching: A 14-week, one on one package that results in you knowing your key messages and your target audience, so you can go write for the business you want.
Interested, but not sure if this is for you? Click here to schedule your free 20-minute Clarity Session.