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I’ve been trying to come up with the best way to say this, but the bottom line is that the whole “content is king” adage needs to be put to rest. It’s confusing people. And besides, content needs to take a backseat to the real king, context. Let me explain.

We all know that the vast majority of communication takes place non-verbally. Yes, we use words. Those words are an important part of the equation. But anyone who’s ever heard the line “Does this make my butt look fat?” knows that there’s a clear distinction between what’s being said and what is actually intended.

How you respond is dependent on the context. If you’re a guy and one of your guy friends asks you this question, you’re likely to knock him upside the head a little. If your girlfriend asks the same question, your response to the exact same question would likely be entirely different.

The way people respond to the content you publish also depends entirely on context.

Why blogs worse than yours get better results than yours

Have you ever read someone else’s crappy blog and wondered how this writhing, steaming pile of crap of a blog could be so successful, while your great ideas continue to languish in obscurity? It’s the same thing as the “does this make my butt look fat” question. Two different bloggers could write the exact article, and I guarantee they’ll get two totally different responses. Context is everything.

Guess what. It matters who you are. And it matters who you know. It also matters who your customers are. It really does matter why you wrote that blog post in the first place. For an entire generation now, we’ve been being told to “publish good content”. But that is such a small part of the picture.

Working to publish “good content” is kinda stupid actually

Publish good content, publish good content, publish good content. It’s the mantra of the online marketing world. Sounds great. But have you ever noticed that no one has EVER been able to competently describe what the heck “good content” is? The reason is because there’s no such thing. Content is only valuable in so far as it’s useful to the person reading it. Shall I say it again? Context is everything. Value is relative. Therefore, there’s no such thing as “good content” objectively.

Content on the web works the same way as the conversation we share in person. Yes, it matters what you say. But it matters so much more who you are. It matters so much more why you’re saying it, who you’re trying to help, whether or not you’re in earnest, and on it goes. Context.

Body language 2.0

When you say something to someone else in person, they can read your body language. They can tell if you’re speaking from a place of authenticity. They can tell if you’re, how shall I say it, full of shit. The exact same thing happens online. The content you publish on the web is crucially important to your marketing. It’s very important to realize though, that the content you publish is simply the first step.

You’re initiating a conversation. All the subtext and body language and rapport and everything else that goes along with great conversation still has yet to manifest…and without all that, it’s all for nothing.

Let me share what happens with my own blogging. Hopefully it can serve as an illustration:

1. I get a question from a client. Usually via email.
2. I think that if someone has this question, there’s a good chance many others have this question too. So I write a blog post to address the issue.
3. I respond to the client with a link to the blog post and explain that I wrote an article for them.
4. The client reads the article and moves on to great success and total fluidity in all aspects of their life (sometimes).
5. Others read the article too. Some of them have comments or questions about that. I receive that feedback. Usually via email.
6. I respond to their questions with still more articles. And on it goes. This is why I can literally never run out of ideas for what to write about on my blog. I get all my ideas from y’all
7. Some of the people I end up conversing with due to these blog posts end up asking really fun questions like “Can you build a website for me?” or “Can we hire you as a consultant to help us with this further?” And then those people end up being clients and starting the process all over again.

Really simple, huh? Here’s what most people miss though…if you got the same emails I get, you’d respond very differently. This is where content has served it’s purpose, and from here everything you do is what will affect their buying decision most. All the details matter.

Here are a few details that people factor in, that I’ve literally never heard any web marketing guru talk about. This is the realm where context lies. We’re past content now. This is the stuff that your prospects are really looking at. These are specific examples of the web’s version of body language:

• What others are saying about you – testimonials on your site, social media, public reviews on Amazon and iTunes, Angie’s List, Yelp, etc. You can’t fake or manipulate what others say. That’s what makes it contextual, and that’s why your customers are looking this up and using it as part of their conversation with you.
• Branding – I kind of hate the word “branding”, because it’s so overused and misunderstood. However, it’s 100% true that your design and how you approach content production fit two hugely important criteria for being contextual in nature. First, it’s separate from the content you publish. Second, it greatly affects how people perceive the content you publish. Make no mistake about it. I cuss on my blog sometimes. But if Jon Stewart cussed on his show as often as I cuss on my blog, he’d probably lose his job. And get a new job with Sirius radio of course, right after Howard Stern. My point is if you don’t have someone else’s brand (btw, you don’t), you can’t say what they say and have the same effect. You really do need to do your own thing. The only way I know to come off as authentic is by actually being authentic.
• Attitude – Are you positive and upbeat? Some people will love that, and others will find it cheesy and never buy from you because of it. Are you all gloom and doom? Again…some people will love that, and others will find it cheesy and never buy from you because of it. Your attitude speaks volumes about your brand, and any attitude can be matched up with any type of content. Can you write an economic blog that’s upbeat and positive? Damn straight. Can you write an economic blog that covers all the exact same ideas, while taking a “the sky is falling and we’re all going to hell” vibe? Of course you can. Same content, same subject matter, totally different effect.
• How you respond to email – When you email your list, does it come from “noreply@yourdomain.com”? Guess what. People notice that. And they tend to not reply. Maybe you don’t want them too. Ok. But it significantly affects the dynamic you have with your readers. If someone emails you a question, do you respond with a one word response or a 15 page manifesto? Or something in between? Different types of prospects react differently to how much of a response they get from you. More isn’t always better, but it always has an effect. Do you respond with something salesy? Not necessarily a bad thing, but this factors in. This is subtext. People take it in, and it affects how they react to you. Do you respond in less than 15 minutes? Over a week later? It matters.
• Social – I’m the last guy in the world that’ll tell you that you HAVE to be on Twitter. But if you have great prospects there, and you’re not present then guess how impressed they’ll be with that. Not very. Let’s be real…you cannot be everything to everyone, and you can’t do every damn thing out there. But it pays to be deliberate. Is Twitter worth your time? Instead of dismissing it out of hand, perhaps it’s a good idea to look into it and take a deliberate, strategic approach to using it. 6k+ followers have found me there, and it’s been a great source of business for me. I’ve even met some people that are now good friends of mine. On fracking Twitter. In the Twitter ocean, I’m most certainly a small fish. But it works, and that’s the point. Prospects considering doing business with you have a tendency to soak up as much contextual information as possible, especially as they get close to a buying decision. Are they on Twitter and you’re nowhere to be seen? Or are you the one who introduced them to Twitter in the first place, and you’ve been there for them all along? Guess who wins in that scenario.

What does all this come down to? Content isn’t king, it’s a key. It unlocks the door to real human communication. It’s what starts the conversation between you and your customers, and that communication has many layers. It’s far deeper than the mere content we publish online. Who you are, who your customers are, what others are saying about you, why you chose to be in the business you’re in, not just WHAT advice you’re giving but WHY you’re giving it. This isn’t stuff that the web exempts us from addressing. It’s what actually matters most. Content is just the mechanism that starts the gears turning.

There’s one thing most successful people seem to share. They take their success seriously. They’re willing to do what it takes. But it’s more than just a willingness. It’s a sort of deep-seated anger at the idea of NOT being successful that seems to drive them. Have you noticed it?

I regularly make recommendations to clients to start blogging, get more active in social media, change their strategies around. I’m sort of in the business of shaking things up and working to compel our clients to try new things. It’s uncomfortable. Let’s be honest about it. And that uncomfortableness is why a lot of people don’t follow through with this kind of advice sometimes.

Goal Setting and Business Planning is a Lot More Personal Than We Realize

I’m writing this post toward the end of the year. This is the time when I work with a lot of clients to revamp their approach, optimize their websites and generally get set up for success in the coming year. Here’s what most coaches and gurus of all sorts won’t tell you:

Achieving your goals this coming here is going to have a lot more to do with what you’re willing to settle for than what’s in your business plan. Yes…have a goal. But know your “why”. That is to say, WHY have you set the goals you’ve set? It’s a crucial question, and it’s one that most business owners never ask. You have the opportunity to do that now.

What are you willing to settle for? No matter where your goals are set, you’ve drawn a line…a line that stretches from what you’re willing to settle for to where you’re striving to be. You will end up closer to what you’re willing to settle for. It’s crucial to have a goal. But it’s also crucial to know whether or not you’re actually going to do what it takes to make it happen. And if not, maybe it’s a good idea to reassess.

Focus on More than What You Want

Just for one day, stop focusing on what you want, and focus intently on you hate. What pisses you off? What is absolutely unacceptable to you? Be honest. The reason this is such an important concern is because it’s how you find out where your standards are set. It might sound great to triple your sales for example, but are you willing to do what it takes to make it happen? Your standards will tell you very clearly if you are.

Is it absolutely unacceptable for you to not achieve the goals you’ve set for the coming year? If so, your chances of success are good. Anger is often the best fuel for action when motivation and coffee run dry. If you find yourself willing to settle for less than your goals, it’s a good idea to take a hard look at your standards, or your goals. If your goal motivates you to work hard, that’s great. If not achieving your goal doesn’t totally piss you off though, that’s a great indication some meditation on these things could be a very enlightening exercise. I know it has been for me.

In this lecture by the venerable Alan Watts (video below), we hear the advice “Do not envy the rich. It’s a big mistake.”

I agree.

But I think a lot of people would misunderstand this, so I wanted to take a second to explain. Look at the phrase carefully. It does not say to not become rich. The advice is to not envy. In other words, don’t pursue wealth out of envy. Now that is a message I can get behind.

What does it mean? It means that your path as a business owner is only successful if you’re building wealth on your own terms. If you’re simply copying someone else’s vision, it means you’re operating out of envy. You’ve seen someone else doing something, and you think you want the same thing. This can seem like a win, but I argue it’s not, because you’re operating on someone else’s terms instead of your own.

Whatever time it takes, whatever introspection is necessary…get clear on what you want to do. Figure your business out for YOU. The most amazing thing about running your own small company is the ability to truly build a vehicle for your own prosperity. Don’t do all the damn work it takes to build your own business just to end up following someone else’s vision of success. What a waste that would be, no?

For the coming New Year…I propose taking a new angle. A new attitude for a new year. I humbly submit the eloquent prose of Jay-Z to lead the way:

If you all can’t already see I ain’t worried about y’all cuz I’m already me. Do you already, enough of the complaining boohoos already…

And for those of you not familiar with Alan Watts, please enjoy:

https://www.youtube.com/watch?v=ViiDGWK1CHU

When’s the last time you read an article about marketing that gives you a path to your highest and best work while simultaneously providing quotes from Alan Watts and Jigga? I’m totally on a roll haha

As business owners, one of the things we struggle with is time. No small business owners have enough time. It’s the biggest complaint I hear in general. I wouldn’t be surprised if you’ve heard it over and over also. We need more time.

Yet it remains the case that all the most productive and effective human beings all have the same amount of time as you or I. So what gives?

Wearing blinders is crucial

Blinders keep you focused on what’s straight ahead. They’re restrictive. Not always comfortable. But they allow you to fully see what’s most important. Blinders are not just for race horses. Entrepreneurs have their own version of this also.

One of the biggest problems we face as uber-busy entrepreneurs is knowing where to focus our energy. Where will it be best spent? The more effective you are, the better you are at filtering what’s non-essential, and the better you are at focusing on what’s straight ahead. Focus on the task at hand, until it’s complete. That type of focus is non-negotiable.

If you respond to the various fires and the millions of little distractions that present themselves throughout your day, you’re not wearing blinders. You’re not putting any distance between yourself and the minutia. Quite simply, you can’t lead effectively from that vantage point. If you’re just as caught up in the whirlwind of details as your team is, how can you provide any perspective? Wearing blinders is crucial. It’s what allows you to make those important decisions. It’s what allows you to know which direction you need to go.

Here’s a bombshell for you: In order to make better decisions, you often need LESS information, not more. You need to exercise more leadership and follow your convictions. You don’t need more information. Depending on “taking in all the information and weighing the pros and cons” is an exercise in procrastination. Sometimes what’s needed is to make the decision and move on.

What’s actually happening

Blinders don’t just block out distractions, they also change your mindset. As business owners, we often pride ourselves for having a different mindset than an employee. We know we look at things differently than an employee-minded person. Ok.

But one area we still struggle with (myself…very much included) is that we still run our day by the clock. Just like an employee.

Example: I need to have this blog post done by 11AM, then I need to run to an appointment and get there by 11:30. By noon, I need to be out of there so I can get lunch with my business partner and then I have several tasks to complete before 6PM when I have a dinner date with my top sales people. See? All by the clock. No focus at all. It’s entirely time-oriented. It might be efficient, but this is a great example of the day running me, instead of me running the day. And guess what…at some point I’m gonna run out of time. The entire issue of never having enough time remains.

What to do?

Put on some blinders…systems that block out distractions. Tools, filters and an approach to business that allows you to maintain a bird’s eye view of your business. Without that, we remain a slave to the clock. Here are a few examples of steps I’ve taken. I’m sure you can think of others also:

• I rarely if ever take an appointment before 11AM. This allows me to have an entire morning where I can workout, plan the day, do some blogging or whatever needs to be done, totally distraction-free.
• I check email occasionally at 11AM and again at 4PM. As much as possible, I stick to just 4PM. Once per day. This allows me to ensure everyone hears back from me the same day, and it completely removes the incessant distraction of email. I used to check email 30-40 times per day, easily. Just imagine how much time and headspace that consumes. If you want more peace in your life, I guarantee this one step alone can make a huge difference.
• I will take an in-person meeting on occasion. Maybe once per month. As a rule, I don’t meet in person unless you’re on my team. And I solve every issue possible with email. When email absolutely cannot suffice, a conference call can be scheduled, enabling everyone involved to save travel time and all the logistics involved with a face-to-face meeting. It may sound like picking a place to meet and having a lunch date is not that big a deal, but when you look at it objectively, a single lunch date sucks up an enormous amount of time. It takes more time to schedule, introduces travel time, parking, waiting for a seat at the restaurant, ordering food, etc. Don’t get me wrong, I meet with my team and am a big believer in meeting in person. But it’s crucial to realize how much of an investment it is to meet in person. I get asked to meet in person almost daily. Often several times per day. Keeping your blinders in place and deflecting lunch date requests tactfully enables you to keep your focus on what’s most important.
• I hire people. I used to honestly think I couldn’t afford to do that. Then what I realized is that business owners doing three times the sales as me still feel that way. We never want to just drop a load of cash we worked so hard to earn. Yet the truth remains, you NEED others to handle details for you. Candidly, I’ve come to believe that if you’re not delegating most of the tasks that need to be done every day to others, you’re not really running a business. You have the opportunity to do so, but as long as you try to do everything and manage all the noise and minutia yourself, you’re working a job. Usually a pretty crappy one.

These are just a few examples of the “blinders” I have in place that allow me to focus on the task at hand. I earnestly think the entrepreneur mindset includes the idea that building a business is not something you do on the clock. It’s a task-oriented endeavor. You focus on a task til it’s complete. And you work on tasks that are integral to growing your operation.

Two important questions:

1. If it’s not going to grow your business, why are you spending time on it at all?
2. If it’s simply a task that needs to be done today, why isn’t someone on your team already on top of it for you?

Important questions in my book. Would love to hear your thoughts!