You know what makes me roll my eyes until they hurt? When solo business owners say this to me:

“I don’t blog (or do videos or send a newsletter) because I don’t have anything interesting to say.”  

If you truly believe that, it might be time to go back to the corporate grind.

Because if you have a business, you have a message.

If you provide a valuable service or interesting product, you have a message.

And it’s part of the gig as a business owner to get your message out there.

Truth.

Here’s another truth.

When you say “I don’t have anything interesting to talk about” it may be more about the discomfort of putting yourself out there than it is a lack of ideas.

Making your point of view public takes courage. Never discount that. There’s a lot more fear and loathing in content marketing than we admit.

One way to get a boost of brave is reconsider and reframe the value you bring to your audiences.  

It’s a perspective reality check my business coach Christine Kane reminds me of all the time. Her analogy is that we, as business owners, are out in the ocean, knowing what we know, doing what we do best, happily in the comfort zone of our talent. 

Our potential clients (you know, those people you are supposed to be speaking to in your blogs, etc) are not out there with us. They are not even within arm’s reach.

They are back at the shore. They want to be where we are, but they’re not equipped to get there.

But we are equipped to get them where they want to be, and they need to know that. Through your messaging.

You have tons of interesting things to say because the knowledge you take for granted is a goldmine of helpful ideas to your clients and prospects.

I am reminded that the ocean/shore analogy is true every time I run my Content Calendar Build Workshops. I almost didn’t even put them out there because I thought they were “too basic.” 

Well, if you’re a professional writer or have been in marketing all your career, that workshop is too basic. Those folks are swimming in the deep water with me. 

My solo business owner clients who don't think of themselves as writers, though? Oh no. The workshop is not too basic at all. They’re just dipping their toes into the surf and the workshop is like a little raft that can carry them further.

Then I see them starting to blog after being on a years-long hiatus or post really spot-on content. I see the confidence that comes from it and how that propels them to the next post of bit of content. 

Truth is, I get a confidence bump from their efforts, too. It makes me more brave for the next time I have to put myself out there.

The value of what you know and do is so huge, so important that I am going to repeat it. Even shout it.

THE KNOWLEDGE YOU TAKE FOR GRANTED IS A GOLDMINE OF HELPFUL IDEAS TO YOUR CLIENTS AND PROSPECTS.

You could sit down right now and write down 10 Things About [Insert What You Do Here.]

You should. Right now, write 'em down. Let me know in the comments what they are.

So don’t ever let me hear you say you don’t have anything interesting to say, okay?

And maybe start each writing session listening to this Sara Bareilles song to get you in the right frame of mind.

Honestly, Sara and I want to see you be brave with your words. You have tons to write about.

PS – if you’re really stumped for topics, I am about to launch 7 Prompts in 7 Weeks – a new occasional video series you’ll find on the 4.23 Facebook page. The first writing prompt goes live Monday, Aug 20.