Why Content Creation Is So Hard
“What am I supposed to say?”
“Where should I publish it?
“I have no idea if anyone will even see this.”
“What a friggin’ waste of time.”
This is what I’ve come to call the DREADmill of content creation - all in the name of generating value & trust with your audience.
You’re spending A LOT OF TIME writing emails, SOCIAL POSTS, and making offers …
Offers no one ever seems to take you up on…
Even though you’re doing EXACTLY what the gurus tell you to do -
IF this is you & you’re going BONKERS…you might be making some of the mistakes I see talented, smart entrepreneurs making in their content…
And they’re sick of being frustrated and stuck.
Let’s unpack a BIG mistake that too many entrepreneurs make because they simply haven’t ever been taught about this one little secret:
Some people in your audience are a BAD fit for you.
Let’s star with this: WHO ARE YOU THINKING OF WHEN YOU CREATE YOUR CONTENT?
Your mindset on this alone is a total game-changer for your content.
You may be speaking to people who are not ready for you - or your solution
Who you hold in your mind when you create your problem is vital because there’s a spectrum our audience members exist on:
Problem Unaware. ➡️ Problem Aware. ➡️ Solution Unaware. ➡️ Solution Curious. ➡️ Solution Ready 💥
Is the person you’re holding in YOUR mind when you create content “problem UNAWARE”? “Solution UNAWARE”?
This is about WAY more than having the right niche or ideal client avatar.
I’m asking you to go a little deeper when thinking about your audience.
Lemme give you an example:
I was talking the other night with a life coach who doesn’t understand why the women she’s talking to in her content never make any changes.
They suffer & complain - and never take her offers seriously. They won’t’ get on a consultation call with her, much less HIRE her!
She’s frustrated because she knows she can help.
She said, “I know they’re hurting. I know they need to feel better. So why don’t they take me up on my offers to talk?”
So I asked her - What are they doing RIGHT NOW- to feel better?
Realistically, what are they doing? The woman that this life coach is really speaking to is NOT ready to admit she has a problem.
When she feels like shit, she orders another pair of shoes from Nordstrom.
Or buys a box of wine on her way home from dropping the kids off at her ex’s house.
She numbs out on TikTok or Instagram to feel better.
These are the people she’s talking to in her content - but these women aren’t READY for her help!
They may not even be aware they have a problem!
They’re thinking, “This is how shitty things are. This is the way it is. It sucks. Let’s have some wine.”
If your audience is not even problem aware, you’re spending WAY too much time creating content that’s falling on deaf ears.
If you’re spending all your time in content creation trying to CONVINCE your audience that they HAVE a problem.
content creation is going to feel REAL freakin’ hard - because YOU’RE doing some VERY heavy lifting to an audience who isn’t really that interested in your solution.
Makes sense, right?
Who are you speaking to most in your content?
- Do the people you’re speaking to KNOW they have a problem? Seriously - they might simply think their situation is sucky & that’s just the way it is. 🤷♀️.
- If they know they have a problem, are they aware there are solutions? They may not be!
Don’t assume everyone is solution aware.
(I walked around with a rash on my chin for 3 years because I didn’t know there was a solution that had to do with going gluten-free.)
- If they’re aware of solutions, are they solution curious? Do they believe that solution can work for them? They may believe that your solution “is for other people” - not them.
- If they’re solution ready, are they ready to invest time, energy, and money in YOUR solution?
If the answer is No to any of those questions, the journey to conversion is going to be long and PAINFUL for you.
Who are you thinking of when you create your content? Who are you speaking TO?
I made this mistake in the beginning of my coaching business, when I was really focused on speaking to women who were running their business like a hobby.
They had other priorities and couldn’t spend time, energy, or money on their business.
Women at the beginning of their journey weren’t ready to invest time, energy, or money in their business.
My marketing wasn’t working because though they were “problem aware” they were nowhere near solution ready!
Some of your content can be for those people on the ‘beginning’ side of the spectrum…just know their journey (and yours) is much longer.
Spend time in your content speaking to those who are problem aware, curious about a solution.
What do those people need from your content?
Want content creation to feel easier? Pay attention to your customer readiness!
If you’re ready to make REAL changes in making content creation EASIER, then join my workshop Crack the Content Code!
It’s a 2-hour deep dive to help you understand exactly WHAT to say to your audience…
HOW to say it - and you’ll walk away with 4 weeks of content planned out that you can implement right away!
Register at www.jenliddy.com/Code.
I’d love to see you there because I know how much having the right kind of content builds a relationship with your audience - and that’s where the magic happens for business growth!
Make your content creation a LOT easier this week by holding in your head a DIFFERENT type of audience member.
One you don’t have to convince.
One who’s hungry for your solution.
