Iโll bet youโve dreamed of a huge audience who hangs on your every word. You want a taste of the success other entrepreneurs are having with their blog, Medium articles, YouTube videos, email newsletters, and podcasts. Thereโs probably a twinge of jealousy each time you see that guyโs name pop up on LinkedIn with a new post. You know exactly who Iโm talking about when I say that guy because we all have one.
Are you the only one that sees through his shallow posts and awful humor? How is that guy getting so many likes and comments? Your jealousy may have even lead to a few blog posts. Enough was enough so you decided it was time to dip your pen in some ink and show that guy whatโs up.
Let me guess, those grand posts didnโt explode into the viral sensations you hoped so you threw in the towel on your internet stardom. The floodgates opened on excuses.
โI donโt have theย time.โ
โWe donโt have the resources to write for clients and ourselves.โ
โWeโre too late to the game and our niche is too competitive.โ
Or, are those just excuses hiding the real reason? If youโre like me, you shied away from content marketing out of fear of putting yourself out there to be judged. Those first couple of posts crushed your confidence.
Thatโs understandable. Itโs tough to risk embarrassment, criticism and worst of allโฆsilence. Your good intentions were brutally murdered by that ruthless band of what-ifs.
โWhat if nobody likes myย post?โ
โWhat if people donโt watch myย video?โ
โWhat if nobody subscribes to myย email?โ
We all have what-ifs floating through our heads. Itโs natural. What-ifs kill most marketing efforts before theyโve ever lived. But what if you flipped your what-ifs?
โWhat if my blog post goesย viral?โ
โWhat if my video changes someoneโs life?โ
โWhat if people subscribe and look forward to myย emails?โ
Itโs important to measure your efforts and pick the right opportunities, but you canโt only look at the negative side. Bring a little balance to your internal dialogue. Start by asking yourself,
โWhatโs the worst that canย happen?โ
Be honest and thorough. List the worst-case scenario horrors. Itโs usually not as bad as you think once you get it on paper. Is it really the end of the world if people donโt like your post, watch your video, or subscribe to your email? What harm has been done? You probably learned how to better vocalize one of your areas of expertise if nothing else.
Now that youโve got a grasp of the worst-case, itโs time to look at the often-ignored best-case scenario. Turn around and ask yourself,
โWhatโs the best that canย happen?โ
Many of us never even give the best-case scenario a chance to play out (in our heads or reality). The what-ifs scare us out of thinking about the idea at all.
You canโt do anything remarkable without putting yourself out there and owning your expertise. Brands arenโt built in isolation. People canโt buy from you if they donโt know your company exists.
No, not everyone will like what you do. Thatโs ok, itโs not for them. Offend the wrong people to connect with the right people. Putting yourself out there is how you build a brand that stands for something. Itโs how you grow a dedicated community that sticks with you, looks forward to your content and buys from you when the time is right.
Launching my little email newsletter has been one of the most rewarding things Iโve done in my 15-year career. Thatโs the honest truth. Each week, I get notes from people who appreciate what I send and benefit from my advice.
And sometimes, I get clients.
Companies reach out when they have a problem I can solve. I donโt bludgeon them into submission. I simply share what Iโve learned. These people would have never hired me had I not put myself out there to be judged. Take my word for it, producing content to power your marketing is worth the risk of embarrassment.
Just imagine how sweet it will be when that guy sees your post trending on LinkedIn.
I send a digestible dose of marketing wisdom every Friday to entrepreneurs from New York to New Guinea. Climb aboard if you want to get better at marketing this week.