Groundhog Day has always been one of the “strange” holidays celebrated in the US, passing each year mostly unnoticed until the release of the 1993 movie by the same name. Suddenly, the day had a whole new meaning. What would you do if you kept repeating the same day over?
Since its release, Groundhog Day has been one of my favorites – I have watched it so many times, I can practically say the entire dialog along with the movie. Although it’s a comedy (possibly Bill Murray’s best), there are still many great lessons tucked away among all the laughs and one-liners.
You start your day feeling excited about a project you’re going to work on for your business. You start working, and after a little while one of two things might happen:
You get stuck on an idea and you’re not sure where to go with it; OR
You get some sort of interruption in the middle of your working time (email alert, phone ringing, your kid needs something, etc.)
Is this scenario familiar to you? What happens NEXT?
Understand your losses
At this point, you fall down a rabbit hole of distraction. You check your email, answer the phone, browse Facebook “to get some ideas,” or even just get up and switch the laundry or start lunch because you think you need a break.
You are actively working against your own success.
You have lost time, twice:
- The first amount is the time it took you to actually give in to that distraction (20 minute phone call, 30 minutes on Facebook, 10 minutes checking email, etc.).
- The second amount is the time you lost switching back and forth between two tasks; this is the actual time your brain takes to catch back up when you force it into a state of context switching.
Though you might understand the first loss, it’s my guess that you didn’t even realize you were losing that second block.
This table illustrates Todd Herman’s research on context switching:
No matter how much time you have to complete any given task, you automatically lose more than half of it just by adding another task into that time frame. The extra 20% goes to your brain, to allow it to mentally shift gears. As you can see, adding more tasks doesn’t grow in even amounts; the amount of time you lose to context switching increases exponentially every time you add another task.
Let’s say you have one hour to write a blog post. If you give in to 5 interruptions during that hour, you’ll actually only get 3 minutes to work on that blog post out of the whole hour, and you’ll lose 48 minutes of it to context switching. No wonder it feels like you never have enough time to do your work!
Improve your Focus.
How can you solve the problem of context switching?
Make it a habit to turn off your phone, close your browsers, and tell your family members not to interrupt unless there’s an emergency when you’re working. Give yourself the time you need in order to really do your work, and you’ll be amazed at how much more time you feel like you have, because you didn’t lose it to context switching!
How will YOU give yourself the time and space you need to get your work done? If you’d like a weekly reminder to focus on your priorities and take action to move you toward your goals, sign up below for my Weekly Course of Action e-mails. Let’s tackle this, together.
Some of you may have “met” my assistant, Jess, on this blog before. Today she’s here to talk about her new role in my company: Content Creator. If I’ve convinced you this month that it’s time to up your content game, Jess will show you one option for making that happen!
Hi everyone! I’m Jess, and I work for Gwen and a handful of other creative business owners to create the content that serves their audience. Today I get to take over Gwen’s blog and explain how that works, and how YOU can leverage the power of a Content Creator for your business.
A content creator is exactly what it sounds like – it’s my job to create content: blog posts, e-mail newsletter, website pages, ebooks and online class materials. I have a background in this area: once upon a time I was a high school English teacher and a freelance writer, and I have degrees in English and Education. So it’s in my blood to write the content pieces that educate, inform, and (I hope) empower Gwen’s audience members; this is the stuff that makes me geek out.
Gwen is busy. She runs a business that involves traveling to teach, serving her customers through 1-on-1 consulting sessions, and creating products and services that will help small business owners grow their confidence and their businesses in order to achieve the type of success they most want for themselves. Like most small business owners, she simply can’t wear ALL the hats in her business – her growth would be limited if she tried to do that. So she hired me to help her create the content to engage her audience, so that she can spend her time on tasks that really require her specific expertise and personal touch.
On my side of things, I do this job because I believe that there are small business owners out there (Gwen included!) who have something really awesome to share with the world, and I want to help them spread that awesomeness around. It’s my privilege to craft the stories they want to tell.
The “how” piece is slightly different for all of my content clients, based on their needs and the needs of their audience members. In Gwen’s business, this is how it works:
Gwen is an extrovert – she loves to talk, and she needs to process her ideas out loud. That’s why it can be difficult for her to express herself in writing, because there’s no direct interaction with another human being in that process, and it’s from those direct interactions that she draws her energy. (If you’ve ever had a consulting session with Gwen or met her at an event, you know what I’m talking about: her energy is infectious!)
Blog Posts & Emails
In order to feed on this energy, Gwen and I chat via Skype a couple of times a month. During one of those sessions we’ll lay out the plan for her blog posts and e-mail newsletters for the upcoming month. Gwen will explain what she wants to cover in those pieces, and I’ll furiously type notes while she talks. Then I take those notes and I polish them up and turn them into the blog post format you’re reading right now.
We have a similar process for the study guide content for the Small Biz Book Club – I send Gwen an email each month asking her about the study guide we’re preparing (this happens several months in advance of when we actually read the book with the club members). I ask her to break the book into weekly segments, to lay out for me the most important points she wants to be sure to cover, and to list the questions she wants to ask the group members. Then I pick up my copy of the book and, using Gwen’s notes as a guide, I flesh out the study guide content for that book. Our other team member, Holly, reads it for any errors in grammar or clarity, and then Gwen reviews it for a final polish before it goes live to club members.
Gwen and I have timed it, and because of my background in writing, education, and curriculum, it takes me a LOT less time to write her blog posts than it would take her (about 20% of the time, actually!). So even though she’s paying me to do this part of the job, she’s actually saving money in terms of the time spent on the tasks, and freeing herself up to do the work that brings in even more income, like consulting and training.
Hiring a content producer isn’t necessarily the best decision for every small business owner – if your business IS content creation, then maybe you don’t need someone else to do this for you. However, if your business is anything else, then you can free up valuable time and improve the quality of the content you produce if you invest in hiring help with your content. Whether you just want someone to come in one time and polish up your website content, or you want ongoing support to regularly craft emails and blog posts – that type of help is available!
If you struggle to create content that truly serves your customers and tells the story of your business the way you want it to be told, maybe it’s time to get some help! Click here to visit my website for more information.
And if you’d prefer a DIY solution, you’ll find loads of great information on content in Epic Content Marketing, our Small Biz Book Club pick for June! Enter your information below to read along with us:
Have you ever read an article or listened to a presentation and thought – Well, that’s 20 minutes of my life I’ll never get back! Is your audience thinking the same thing about the content you create?
If you’ve ever written an important paper for a school assignment (no matter – ahem – how long ago that might have been!) then you know: it takes research, planning, and time to create something of quality – something that deserves an A+. So… how much time are you putting into the content you create for your business (blog posts, sales pages, newsletters, and more)?
Your audience is inundated with content every single day. If the content you produce isn’t A+ quality, they’re not going to stick around to finish it.
Here are some ways you can improve your content to make it worthy of the people you’re trying to reach:
Share your Wisdom
Just like in school, it’s time to hit the books! Read articles, books, and blog posts on your topic. Educate yourself, and then pass that knowledge along to your audience members. A well-informed audience is more likely to make the decision to buy what you’re selling down the road, so invest the time now to educate them!
Teach a Skill
A type of content that’s usually guaranteed to get good results is the one that teaches a valuable skill. Think about what your audience members would typically type into a search engine, and then write an article or film a tutorial that walks them through the process of learning that skill!
Explain the Why
Last week I reminded you that you can’t sell a solution without first getting your customer to understand that she has a problem. The content you create is a great place to explain to someone WHY they might need the products you sell – to guide them toward an understanding of the problems they face, even if they don’t know it yet.
Assess the Value
How much is your content worth? If you were offered the chance to pay for the information or skills you’re sharing, would you spend money on it? If not, then it’s not very valuable even if it’s free! If you seek to always create content that’s worth paying for, then your customers will feel like they’ve gotten so many freebies from you already that they’re happy to pay you for the “next level” content you want to sell. They will believe in the value of your gated-entry paid products and services because they’ve experienced that value first-hand in your free content.
Pro Tip: The value in your content should be for your audience, not yourself! YOU are most likely NOT a member of your own target demographic. (A classic example: if you sell handmade quilts, the value of the quilt should be the price a non-quilter is willing to pay for the skill that went into it! It’s not the value as perceived by someone who could make their own quilt.)
Listen and Serve
When you give someone a gift they don’t like, you can see the disappointment on their faces. The reverse is also true: when you’ve done your research and purchased that perfect item someone will love, they light up when they receive it. Your content is no different – it should be a gift that you hand-selected for your audience, based on their needs, desires, and pain points. Make it a point to listen to your customers, and always deliver content that solves the problems they’re having in the moment.
If you’re not regularly taking the time to create high-quality content that serves your audience and brings in new business, why are you wasting any time or money creating it in the first place?
If you know your content is lacking and you’re ready to do something about it, join us in June as we read Epic Content Marketing with the Small Biz Book Club! We’ll learn how to create high-quality content that serves our readers and helps them see the value in what we have to offer the world. Enter your information in the form below to join us for the book club:
A lot of entrepreneurs are in the problem-solving business: we help people do the things that will make life better. We solve the problems they know they have and sometimes, the problems they don’t. Are you helping your customers solve the problems they know about, or are you trying too soon to fix a problem they don’t know they have?
You understand that your product or service can solve someone’s problem. The question is: does your customer understand that, too? You can’t fix someone’s problem for them if they don’t know they have it. (A quick and easy example: I’m not currently in the market for termite services, but if you came to my house and showed me proof of termite damage, I’d suddenly BE in the market for those services. You’ve got to help me see the problem before I’m willing to pay for the solution.)
There are five basic levels of awareness that your customers have when it comes to their problems. Your job is to meet them at their current level and help them move toward the higher ones. I’ll use the example of a brick and mortar shop owner without a website as our sample customer.
Level 1: Ignorance isn’t Bliss
At this stage, your customer doesn’t know there’s a problem, at all. He’s a local toy store owner who is making occasional sales from customers who walk in off the street, and he thinks that’s pretty good! What more does he need? Nothing, as far as he’s concerned.
Level 2: Tip of the Iceberg
At this stage, your customer knows he has a problem, but has NO idea how to fix it. He probably thinks something like, “I’m not making enough sales to keep paying my rent on this shop.” So he realizes that he should be making more sales, but he isn’t sure how to go about doing that.
Level 3: Basic Awareness
At this stage, your customer knows that there might be options out there to solve his problem. He has seen other business owners employ sign wavers outside their shops, and he thinks maybe he should do that. He has also considered that maybe he needs a website like the store owner next door. He knows he has options, but he can’t connect those options to specific goals or results.
Level 4: Moving toward Choice
At this stage, your customer knows that if he had a website he could probably make more sales, but he isn’t sure the best way to do that. Should he hire someone to build it for him, or attempt a DIY solution? The choices are overwhelming, even though he already has an idea of a path to pursue.
Level 5: Solution-Ready
At this stage, your customer knows that he needs a website, and that you’re the best person to build it for him. He has already done research and has followed you on social media or visited your website so that he understands the credibility you bring to the table. At this stage he is ready to buy, and all you have to do is offer him something to purchase.
When you create a piece of content, like a blog post or email newsletter, you need to first think about the level of awareness your prospective customer has when he’s reading that content. Write the content to move him from one level up to the next, so that you can guide him on the path that will eventually lead to buying from you.
When you’re building your website or other platform, you should have content that appeals to your audience at the first four levels, because you never know someone’s level of awareness when they first come into contact with your work. As you grow your business, you can build sales funnels that start at each level (1-4), and move the customer up to level 5 with carefully crafted content.
Need a reminder? Download this free graphic to help you remember to move your audience through the levels! Just click on the image to save it to your computer:
Are most of your customers coming to you at one specific level? How can you create content that will help them advance to the next one?
If you’d like to improve YOUR content marketing and speak to people at all levels of awareness, join us in June as we read Epic Content Marketing in the Small Biz Book Club! Throughout the month you’ll learn how to create content that meets your customers where they are and moves them through your sales cycle. Sign up below to join us in the club!