Suzanne Chadwick 0:00
How do you stop saying to yourself, I don't know what to say online. This is probably one of the most common things that I hear from people in my community, that I hear online in general, because we have shifted so much into a content creation business economy, business owners have to become better content creators. It's how you build a brand, it's how you market your services, it's how you connect with your audience, and it's become a lot more complicated, complicated, but not complicated, there's more required. Your ability to create video, your ability to story tell, your ability to communicate in a different way, is now a lot more pressure for business owners to be able to master those skills. Now there are very simple ways to be able to do it, but that's not what I want to talk about today. What I want to talk about today is, how do you get out of the mindset of constantly being in spinning drama about not knowing what to say? Now, before we dive into today's episode, I do want to let you know that we are about to do a video marketing challenge for the month of October in club. Done, if you need help, then make sure you come and check that out. Go to sis chadwick.com, forward slash club. Done, and come and join us and get the help that you need. Even if you're listening to this after September, that challenge will still be live within club. Done, and one of the things that I'm really passionate about is making it as easy as possible. How do we make this easy so that you feel inspired and you know exactly what it is that you want to be sharing on a regular basis in order to build the momentum, build your brand, create the kind of results that you want to create. But listen, let's dive into today's episode. So how do you get out of the thought I don't know what to say today. There's a couple of things that I want to take you through that have really helped me. Because I feel like I was stuck in this too. I was stuck in so what am I going to share today? What am I going to say today? And before I started to build out the tools that I'm going to share with you, this was definitely somewhere that I was stuck. So I just want you to know you're not alone, but we can build out the tools that are going to help us to not have this thought anymore. And the second thing that I'm going to say is that we are going to work on not saying that to ourselves as well. I think that sometimes it can become really comfortable, even though it's annoying and agonizing, where we have the same thoughts. And so by having that thought, it keeps us safe. It keeps us where we are right now, because it's like, well, I still don't know what to say, so I'm just not going to post today. So let's dive in. The first thing I want to talk about is preparing yourself. So when you have done your brand strategy and you're like, I know exactly who I'm speaking to. So my avatar is working with women in business who are action takers, who want to build brands and become known in the industry so that they can make more money and get the right system strategies and structure in place. Now I work with women that are just starting out, as well as women that have been in business for over 15 years, and the reason for that is because I find that we constantly have to be in an evolution. There's never a time when you're like, tick, I'm done. It's all good to go. And I don't have to work on this anymore, because the market's always changing. I know that my clients, who are wanting to stay up to date and continue to build and grow their business, they are always looking at, how am I evolving? How am I thinking differently? How am I being bolder, going bigger? So I know that that's my avatar. That's my person who is Sue's What else can I be doing? Let me fix this. Let me make it better, like that kind of person. And so that's who I'm speaking to. So even just really knowing that means that I can be talking to that particular person every single day, and don't underestimate how powerful having that as a tool is, because one of the biggest issues when it comes to not knowing what to say is because you are not imagining or you're not knowing exactly who you're speaking to. So. Even if you've got maybe a couple of different avatars, and really you just want to have one avatar who might be at different stages of their journey, but having that avatar and knowing exactly like name the person, then you can define their problem, then you can talk about what stage they might be at, and there might be a couple of different stages. That's okay, but having that person in your mind, like when I write an email, when I am writing to my subscribers, I am writing to this person, this person who is in my business, who I just use her as my avatar for. Writing like content, social, posts, emails, all the rest of it. When I'm thinking about, you know, what else I want to do within my business, I am thinking about her. I'm like, I want to work with more people like her. Like, where is she? What's she doing? What she's struggling with. How can I give her a better solution,

so that, you know, I'm solving her problem so that I then attract more of her. So really define it, if you haven't defined it, and this is not any woman or man or child between the ages of X living in x. That's not it. When I talked about my avatar, it's like the action taker. She wants to be successful. She does not want to go get a job. She wants to make this business work. She is willing to sort it out. She's willing to invest she's willing to do the work required to learn how to get out of her own way so that she can achieve her goals. And so that's who I'm speaking to. So I really want you to sit and write down who you're speaking to, name it, give all the details as well. Once you've done that, and like I said before, hopefully you've done your brand strategy, because you're going to be going into all of that. It's one of the things that we work through in BBA, then you are going to create a document that can help you every single day with all of the things that you can be talking about. Now, I've spoken about this many times on the podcast. If you have listened to this podcast and you still don't have this then what are you doing, like, create it. Yeah, just go into Google, create a sheet. And I'm going to give you a few different things that you could be looking at. So obviously, questions. Yeah, so questions from clients. So if I even just think about the questions that I've had or the conversations I've had with clients in the last seven days, the first one was I still don't know what to say, and I had to coach my client on this in our community, which is why I'm doing the podcast, because I'm like, I feel like I speak about this all the time, but I need to keep talking about it, because I still think this is a big block for people. So don't know what to say. Managing my mindset as a business owner, so one of my beautiful clients in one of our coaching calls is just saying I just really struggle with my mindset, like I have a lot of negative thoughts. I it keeps telling me, like it's so much easier to just go get a job, blah, blah, and so that is something that we had a really long discussion about on our coaching call in the last week. Dealing with loneliness and building community was another thing, setting up business for success. So what really are the core things that we need? Another conversation I had was, what else can I do with my leads when it comes to my business? So every week, I am either seeing things online, having conversations with clients, getting clients that are asking me questions, and so that is what I'm creating content on. Because I feel like if my clients are struggling with this, other people are struggling with it too. Now, if you're like, Suz, I not speaking to enough people, that's okay. What you can do is that you can sit and this is the next tip, is around talk about the process that you work through with clients. So one of my clients was sharing some new services that she was creating, and she was talking about what the problem each service solved. So I said to her, Okay, well, let's take the problem that the service solves, and let's talk about that problem. Like, what exactly are you seeing in the market that you think that this service is going to be something that is going to be a value to people? You're obviously seeing something. You're obviously responding to something. So if you can talk about those problems and break it down, it's not like you're going to talk about all the problems in one go, like break it down into single problems. So for example, her audience are if you've been wanting to get your online course up, but you struggle with the tech, then these are some thoughts. These are some tips. These are some things to think about. This is the way to start managing it so that you can actually get it done. And so that was another thing. What is the process that you take your clients through? So for me, I've got the amplify method, I've got the revenue generation roadmap, I've got the thought leaders ladder, like I've got a lot of methods in my business. Where I could really go to any of those. And they are on brand for me. They are within my content pillars. They are exactly what I want to be talking about. So really take a look back at anything that you've created, your services, your methods, your models, etc, and use that as content too. The other thing that I just did is that I went to Canva, and ages ago, I've got a template for quotes. And so I've kind of built up a lot of quotes over time, but I haven't used that particular template for a while. But when I went back and looked at all the quotes, I'm like, these are still great. And so then I started scheduling them for LinkedIn, so you have already got content that you've created, go back and look at it. If you've written blogs before, go back and read the blogs and then turn that into videos. Turn that into carousels. You've gotta remember, and this is something I have to remind myself of as well. Is that you need to sound like a broken record. You need to be known for something. And so continuing to talk about whatever it is that you talk about is really important. Don't think that just because you said it once that it's done. I feel like I talk about this topic quite a lot, and I still have a lot of people coming to me asking me and saying, I like, how do I know what to talk about? So I will be a broken record. And as I said before, if you have listened to this podcast and you haven't done the things that I've suggested, then this is like the 10th time you're hearing it. Then maybe today will be the day that you decide to go and actually do it. Yeah, the other thing that you can create in the document and share in the document is myths, mistakes, misconceptions, experiences, stories. When you went from a to b, your biggest mistakes, your biggest challenges, the time when you had a transformation, the best advice you've ever been given, like all of that builds a lot of connection, because you're being vulnerable and you're sharing like your experiences and what's happened for you. So that's another section that you could build out as well. And then something that I love to do, and I've done for a long time, is that, let's say there's bigger names in the industry that are aligned with my ideal client, and they post a lot of content. So there's a couple of things here. There's two main things. There's number one, going and taking a look at their content, and then looking at what is getting, the most comments, the most engagement, the most views, and then deciding what's your spin on that topic? Because obviously that topic is of value. That topic is of interest to the audience. But then what would you say about it that's relevant to you and your experience and how you help your clients? So sometimes I think we think that we need to start from scratch, and we don't. I was watching there's this really young girl, she runs a social media agency, and she was just saying that when they work with their clients, and you don't need to go do this. But I found this really interesting is that they do, like, a whole day's worth of research for their clients, where they go take a look at, say, 50 of the top people in that niche, and then they go take a look at the most viral videos of those top 50 content creators. And then they write the hook, they write the details of what the video is about, and then they work with the client to write a script that's relevant to the client, but based on that particular maybe hook or content theme. And I thought that was really interesting. Now, if you want to really go deep, you could do something like that, but you don't need to go to that length. You know, even the other day, I think it was on threads, I saw a question asked about building your brand or content creation, something like that. And there were a whole lot of questions and comments, and I basically went through in any question that I thought I could answer that I went and copied that into my spreadsheet so there is so much content around you could go to YouTube and search on the topics you talk about and go look at the comments. So this is not about copying other creators. This is about looking and seeing what is getting traction and what is of interest in your niche, and then how you put your story, your spin, your knowledge, etc, on that particular topic. So I've just given you so many ways for you to never have this thought again. I don't know what to talk about. That's like the second section. So number one was really understanding your brand strategy and exactly who you're speaking who you're speaking to. Number two is creating the document I just gave you, questions, processes, myths, mistakes, misconceptions, stories, looking at other people's content, etc, to build that out. And the third thing is, know what you're trying to do with the content as well. So when. I do just a fun trending reel that's top of funnel, that's me showing my personality, giving a point of view. So for example, I did one the other day with the Sex and the City theme.

I love Sex and the City. I grew up with Sex and the City. It is totally my jam, New York. I love fashion. I love Sex and the City I love and so I had the Sex in the City theme, and it was just me in the kitchen dressed up, because most days I get dressed up, I do my makeup, I do my hair, and it was just the point of view. Was when you work at home by yourself, but you get dressed up just for you to feel special. And so I just did that as a quick trending reel, because it shows personality. Somebody else who's like, Sex in the City is my vibe as well. And I work from home, they might be like, let me check this. Check out. Like she seems like my vibe. And so the content I'm creating, I'm aware of what I'm trying to do with it. Yeah. So the light hearted, trending stuff that is more personality showing is just to capture attention. And then when I'm creating reels or carousels or posts that are a bit more in depth, then that's about nurture. It's about me building my brand, me, building authority, building trust with my audience, because I'm sharing useful content with them, no matter where it is, whether it's on LinkedIn, Tiktok, Instagram, I know that that's going to help to build that connection. Is this person sharing useful information with me that I find interesting and helpful. That is the bottom line when it comes to the content that we are engaging with when it's business related and not just entertainment, then that's the question I'm asking myself. What can I learn from this person? Is the way that they speak and the things that they say, helping me in whatever area I wanting to develop in in my business. So right now, I'm wanting to become a better content creator. I am very aware that it needs to be fully aligned with my business. I'm not just here to create content for content sake, but there are three people, and I dropped it in threads the other day, like I tagged the three people whose accounts I really enjoy watching and listening to, and where I'm learning how to do things better when it comes to content creation through their accounts. And so the reason I'm talking about them and I'm sharing their information is because I find their content so helpful. So when you're not doing the top of funnel, personality, brand awareness kind of content that's drawing new eyeballs to you, the one question you have to ask yourself is, how is this helpful to my audience? How is this helping them think differently, have a different outcome, learn something new, etc. So I really want you to think about really knowing what type of content you're creating and why you're creating it. When I'm in stories, iG, stories, I know that probably 80% 90% are people that are already follow me. So it's really behind the scenes. It's like me saying hi, letting people know what I'm doing with my day when I'm out and about. It might be a makeup thing. It could be fashion. It's majority business, but I'm also just showing me and my personality as well, just understanding why you're creating things, who it's for, who's viewing it, and what the opportunity is there for you to create that content and connect is so important. At the end of the day, one of the reasons I'm so obsessed with brand is because when we build a brand that people are drawn to, that they connect with, that they trust, they will buy. You don't have to do the hard sell all the time, because they're just like, well, like, what have you got? And I love it when I get clients like that, when they're just like, What do you have for me to buy? What can I consume of yours? Where can I work with you find out more? And so when you build your brand through the content that you're creating, because that's the business world that we're in, it's all about content. The podcast is content. When I share on socials, it's content. When I write a blog, it's content. It is all content. So you need to master this as a business owner. It is not going anywhere. It is, if anything, it's becoming even more prevalent, like, I know, LinkedIn is now creating a video stream that is pretty much like the other platforms as well, but I think that video is going to continue to be very dominant, and even when new platforms come in, and remember, we've got to be adept and okay with change, when new platforms come in, I think that video is just going to continue to dominate. So it's really important for you to get as come. Comfortable as possible with video and creating content in that format. And I'm just gonna say it, I've sucked on Tiktok for a long time. I've shared it with you. I'm so in the zone now, like I'm pretty much creating on the daily basis with Tiktok. I find it, I feel really comfortable with it. Now I feel like, like my views are going up, getting engagement there, and so it just takes a while, and you've got to be okay with sucking for a period of time before you get better. And I've said it to you many times in the last month or two, around being okay in the uncomfortableness, because the market is changing, and as a business owner, you've got to really learn to shift and change with it as well. So I hopefully that's helped. I would really love you to walk away from this episode and never have the thought again of I don't know what to post, and if you do have that thought, you're like, let me go to my spreadsheet. Let me go to wherever it is, I'm keeping this, and let me take a look and be like, Okay, let's do a top of funnel. Let's take a look at what we want to share, what's trending at the moment, what can we share that's going to be a value to our audience? And then how can we measure what's working as well? Remember, we're not creating just for creation sake. We're really doing this because we want to build our brand. We want to attract the right clients to us, and we're here to grow our business so that we can pay ourselves more. Yes, yes, amazing. If you want to come and join the video challenging club done, then you can either DM me or head to my website and come and join us. It is not hard. We're not making it hard, really. It's about getting the basics and then building the confidence. And we're going to work together on how you build that confidence on an ongoing basis. So this becomes second nature to you, and not something that's like, oh, I don't know what to do. Okay, fantastic. So good to have you here. I will speak with you soon. Have a great rest of your week.