But any time I hear someone explaining why they can’t (or won’t) do something that would clearly benefit them and their business, I know that there is something else at play… fear.
Yes, a lot of people are afraid of marketing. Perhaps they don’t see it that way. But excuses are always a shield to protect us from fear.
And it’s okay. I’ll admit it. Marketing is scary.
There is good reason for the fears that many people feel around marketing. For small business owners, content marketing means putting yourself out there. It means putting your thoughts into writing and publishing it on the internet. It means getting in front of a camera or video camera to put your image and voice on your website and marketing materials. It means creating something from your heart to give away to thousands of people.
Exposing your thoughts and your image and your heart to the world triggers fears for everyone. The fear of criticism. The fear of failure. The fear of rejection. The fear of the unknown. Maybe even the fear of success or too much attention.
Fear would have us make excuses. Or shrink our content to the size of a tweet and call it a day. Or opt for a clever ad and pay top dollar to have it buried in in the middle of a newspaper or magazine.
Fear is normal. But that doesn’t mean it’s right. In fact, it’s NOT!
The truth is that putting out good content consistently is the best way for small businesses to attract more clients and build their exposure. And the more content you put out, the more effective it will be.
So, how do you overcome the fear? With courage. Courage is not the absence of fear, but the willingness to act in spite of the fear. If you wait for the fear to go away, you will never take action. The trick is to feel the fear, and do it anyway.
We all have the capacity for courage. In fact, courage is critical for entrepreneurs. It takes courage to start a business. It takes courage to work with your first client. And, yes, it takes courage to write a blog, send an e-newsletter, or create an opt-in gift.
So if you find yourself making excuses around why you haven’t done content marketing consistently, just know that marketing requires courage. And then do it.