The jaw-Dropping Truth about making content for your Brand [types of business owners]

Last week, I attended a wedding for a close relative. As the evening unfolded, it gave me the opportunity to meet new people, enjoy a good drink, and chat about life with the other guests.

During one conversation, I met a personal trainer and explained what I do for a living: "I help businesses embrace the uniqueness of their brand and create value by connecting meaningfully with their audience."

His initial response surprised me: "So you're one of those guys who tells businesses to create content and act like clowns just to attract clients? I can't be a clown. I'm a trainer. I can't hold a camera or joke around on TikTok all day in hopes of driving new business."

What amazed me wasn’t so much that he thought content creation was a masquerade, but rather how normal it’s become in 2024 to think you must create content to grow a business.

The truth is, there should be a way to bridge the gap between your product or service and your audience. Especially if your offering isn't a basic need and requires more explanation to help people understand its value.

At the end of the day, if you're promoting something that people don’t need, or if your product has issues, no amount of communication will make it work.

But to address my trainer friend's skepticism: "You don’t need to become a clown to grow your business." However, there does need to be some form of communication—especially if your product isn't a commodity.

Later that week, I got a call from one of my clients who had just returned from Australia. "I'm ready to start creating content for our luxury furniture," he said. "Everyone's doing it in Australia, and it's showing great results. We need to show people how good design can make their homes better."

Conclusion:

There are two types of business people: those who use their brand to provide solutions, and those who choose to sit and wait because of limiting beliefs.

Which side of the coin will you choose?

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