People say your work is terrible? Good. Now go run a business.

Whenever I say it, it ruffles feathers.  Heck, not just feathers…the whole dang chicken coop!  I believe you don’t have to be the best at what you do, you simply have to know how to connect with customers better than your competition.

For over a decade, I’ve been fielding criticism from photographers who think my work is terrible (okay, they’ve said worse, but who cares?). It doesn't bother me because they’re viewing things from the wrong perspective.

  • I don’t have to be the best/smartest/most artistic photographer to run a smashingly successful business. 
  • I don’t have to be the best business strategist for creatives to run a smashingly successful business. 
  • And you don’t have to be the BEST at what you do.

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You want to get busy, grow your business, and have a wildly successful career?  Talk to customers in a way that makes them feel you are the only option. 

You don’t need to be the best in an industry…you merely need to be the best for them.  

So how do you do this?  By clearly demonstrating your understanding of their needs and proving you care about them.  Everything you write on your website and articles you post to your blog should address what they are looking for.

  • Are you a baker?
    • Talk about your grandmother’s chocolate chip cookie recipe and share it with readers to build trust.  When that customer is ready to order dozens of holiday cookies she can’t make herself, or buy a wedding cake, or pick up dozens of cupcakes for a bake sale, she’ll call you.
  • Are you a fitness professional? 
    • Post a weekly 30-minute workout, focusing on stubborn fat zones.  Write about your dedication to helping people who are ready to make a change.  Give valuable information.  When that reader is ready to invest in a personal trainer or buy your workout videos, he’s ready to invest.  Not because you’re the BEST fitness instructor…you’re simply the only one he wants to work with.

This is priceless.

The goal is to create content that will attract customers who are looking for the thing you provide.  Be sure to use searchable key phrases (like chocolate chip cookie recipe or 30-minute workouts) in the title, as well as personalizing the post to reflect your brand (like My grandma’s perfect chocolate chip cookie recipe or 30-minute workouts for stubborn belly fat).  When prospective customers feels like the content is written for them, they’re more likely to stay connected.

Lastly, write from the heart.  The copy you write on your website and blog don’t need to be fancy.  In fact, using plain language is best and readers love when you get straight to the point.

I wish you the best as you learn how to be the best…for your customers.  Their opinion of your business is the only thing that matters.