You’ve probably seen dozens of articles on small business marketing that feature writing-related topics: How to start a blog, why social media is important, the power of an email newsletter, and so on. And yet, some business owners obstinately refuse to write.
Despite the proven connections between brand building, credibility, and content creation, they protest. “It’s easy for you to say,” they tell me. “You’re a professional copywriter; of course you know how to do this stuff. I’m a business owner; I can’t write!”
Spoiler alert: You don’t need to be a copywriter to create content that’s insightful, educational, or helpful to your potential clients. In fact, half the battle is overcoming your reluctance and simply getting started. Here are five limiting beliefs about writing for your small business—and how to change them.
1. “I don’t have anything to write about.”
Sure, you do. As a business owner or entrepreneur, you’re knowledgeable and experienced in providing a specific product or service (or both). Even if your business has a small customer base, you can find topics to write about.
Consider your client acquisition process from start to finish: What should prospective clients know before contacting you? What do they usually ask? Are there any tips, facts, or criteria they should know before the job starts?
Search for additional questions that people ask about your industry on sites like Quora and Answer the Public, or by typing keywords and phrases into your search engine to see what suggestions pop up. For even more ideas, try a blog post generator, like Hubspot’s free tool, or create posts on trending topics or news within your industry.
2. “I’m a nobody, so why would anyone read what I write?”
You don’t need to be famous to write posts worth reading. Don’t let imposter syndrome get the best of you. Seemingly small tasks, like engaging in social media conversations that are relevant to your business, increase your credibility to potential clients.
Creating content also helps establish your reputation as an expert in your field. When potential clients research your business, reading your posts will help them feel like they already know you—and, therefore, can trust you. Writing is a great marketing tool.
3. “I don’t have time to write well/effectively/etc.”
Don’t pressure yourself to write 2,500-word posts right away—start with 300-500 words and build up. You can make plenty of progress by adding a 15-20 minute writing session to your workday. Following a routine will establish a habit of writing and make it easier over time.
Start your first few sessions by writing short posts for social media; then pre-schedule them to post automatically. If you don’t use social media, try writing short “Did you know…” or “Introduction to…” drafts about various aspects of your product, service, or business. You can send these via email as mini-newsletters, or expand them into blog posts later.
When ideas strike in-between writing sessions, jot them down. Keep a running list of items to write about, with key details, links, photos, and such that you’ll include. These quick notes will help jog your memory when you’re ready to write.
4. “I’m lousy at writing/spelling/grammar/mechanics”
The good news is that writing is a skill you can improve over time, and several tools can help. Use a program with a built-in spelling checker (like Microsoft Word) to catch the major mistakes. Don’t simply click the “change all” button—look at the errors as they pop up to learn for next time.
Before publishing your writing, always re-read and edit. An easy trick is to read the piece out loud to hear any awkward grammar and poor phrasing. You can also evaluate your writing with a reviewing tool like Grammarly (the free version checks spelling, grammar, and punctuation) or ProWritingAid (free for checking up to 500 words).
As you become more confident, find a trusted friend, associate, or mentor to read over your work and give feedback. Bonus if it’s someone outside your industry for a fresh perspective.
5. “What if the audience hates my work?”
Everyone’s a critic, and some of your posts will miss the mark. Before you let negative feedback get you down, consider it thoughtfully. If it’s rude and disrespectful, assume that the commenter must’ve been having a bad day and ignore it.
Negative feedback that’s articulated respectfully—especially as a public comment—is an opportunity to start a conversation. Acknowledge the commenter’s perspective as valid, and avoid becoming defensive in your reply. If you publish something truly offensive, address it quickly and publically with a genuine apology. Edit or take down the post (if you can) and choose less controversial topics in the future.
The takeaways
If you want to become a recognized expert, writing is one of the most direct ways to gain exposure. You can start small, with social media posts and discussions, and work your way up to short blog posts or newsletters to build confidence. By developing and following a writing routine, you’ll find that generating valuable, interesting and helpful content becomes more habit than a headache.
This article was originally published by the Business Success Movement.
