I want to tell you something that feels like a secret about content, and it shouldn’t be. But it’s a key to making an impact, freeing your voice and your creativity, and expressing deep care.
It’s this: most of the content you create is disposable.
I first learned this when working at the Daily Free Press, a daily newspaper at Boston University. I was the assistant editorial page editor, and every day we printed editorials. We expressed opinions, we cared about things, we spoke out.
The paper was printed. People read it. And then it was used to wrap fish.
Writing a book is different. My book, Heart Centered Business, was something I, and my wife, and my editor, worked really hard at. Polishing it, editing, rewriting… Together we turned it into something that, when I read it, I surprise myself by how good it is.
I say that with some pride, but without much ego, because it was such a group effort.
I watch too many people pour book-level effort into fish-wrapping content. And that is a huge part of why it can feel so unsustainable. Because it is. It’s not sustainable to write a book that constantly.
Content like this email, or social media posts, or a video, are worthy of some care. They aren’t just casually tossed out like an off-hand comment.
However, they don’t need much more than that.
I put this writing, or a video when I make it, at the level of sitting down with a friend, and talking about something we really care about. I’m not flippant, I’m not careless with my words. But I’m not editing, re-editing, and re-editing and polishing and polishing and polishing.
That last sentence? I did rewrite it, once. And then I moved on.
When you’re with a client, your expertise, wisdom, care and support just flows out of you. You aren’t editing and polishing when you are supporting someone. Sometimes (maybe even often) a real gem pops out.
When you are less careful, more carefree, at least four wonderful things happen.
For one, your written voice becomes way more natural. It sounds like you are just talking to me, and that is so connecting and impactful.
For another, you can actually get something created and shared in a sustainable amount of time.
A third thing is that folks actually get to benefit from your help. You are helping people!
A fourth is that you can show up more often, more consistently, which means that in addition to those three things above, your business will benefit from your consistent presence in the marketplace. You can begin to gather an audience of people who are touched by what you share, you can build and deepen trust. It can be a piece of what leads to clients.
I know it’s more than that.
I do know that there is some skill and talent in creating content. However, the more you do it in this carefree way, the more you develop that skill and talent.
I also know that content is not the only ingredient to successful marketing. But it is an important ingredient, because of the presence, care and support it can carry for you and your business.
Can I invite you to consciously redirect yourself, to let go of bookwriting in this context, and instead embrace the conversational, carefree, fish-wrapping nature of content creation?
Take a moment now and let yourself sink in. Think about conversations with clients or friends you’ve had. Think of the carefree nature, and how the conversation, when it was over, the effects lingered but the words faded.
Embrace that. And see how your heart feels.
With love,
Mark Silver, M.Div.
Heart of Business, Inc.
Every act of business can be an act of love.
Dates for Content Creation course
Starting April 7, and running five Tuesdays (April 7, 14, 21, 28 and May 5th) I’ll be teaching Content Creation live within the Learning Community, fully available to all members.
This is me updating our Heart Centered Article Writing module, simplifying it, and making it more powerful.
The best part of joining the Learning Community to access this course, is that you will also have access to all the other elements that help make content successful for your business. And, you’ll have so much time and help to learn it, support and coaching and feedback that lasts far after the course ends.
Plus, everything else.
Doors for new members close March 24. Take a look, and please join me if you’re moved:
