Did you ever have an idea of a book you wanted to write, and never get past the first couple of chapters?
What about creating an email course, so that you could demonstrate value to subscribers (and maybe even get some of them as clients)?
Have you published a LinkedIn post or three, and then given up?
Do you agonise over what to write in an email to a potential client? Or maybe spend all weekend writing a proposal, only to have no response when you send it?
If any of this sounds familiar, it’s because you could be describing me.
Or, more accurately, you could have been describing me as of a month ago.
“So, what changed (and how do I beat procrastination)?”
First, let me share with you what I’ve done in the last month:
- written two email courses from scratch
- published 8 articles on Medium.com (an online publishing platform that gets gazillions of visitors each day)
- created around 7 short videos
- published weekly newsletters (such as this one)
I could go on, but you get the point. I’m now publishing, not just sticking my ideas in a draft.
So, here’s what changed: I moved the goal posts.
I no longer see any single LinkedIn post or article or email lesson or video as the deal breaker.
This was a mental shift for me. Instead of writing a blog post, for example, and putting it under pressure to turn my whole business around and have clients pounding down the door, I just launched it the way that I tell my children to play sport: “try and improve a little bit on last time, and have some fun.”
In other words, I gave my posts/articles/videos/email lessons permission to fail.
They felt really good about that. And you know what, once the pressure was off them to perform, they started to enjoy themselves, run around freely, and actually get some traction.
“Anthony, are you saying your posts actually spoke back to you?”
Well, yes. They saw themselves as little seeds, and they didn’t feel any pressure to produce fruit overnight, because, you know, that’s not how plants grow. It’s not how businesses grow, either.
And then these plants started to blossom.
And so I started taking offcuts from the sprouts and planting them in other places
That’s right. I didn’t kill them off altogether (or – to use the sporting analogy – I didn’t pull them off the field because they didn’t win every single play). Instead, I started to see that these were assets, glorious long-term assets for my business.
And then I started planting some more, not caring how they went. I didn’t expect them to blossom overnight.
So, then I saw that I could start creating evergreen content (that, my friend, is an asset). Want to know how I did that? Read this article.
Assets, seeds, my articles and posts and videos are all going to build this wonderful garden called Content. And they grow overnight, while I’m sleeping. (Well, at least they can capture people just like you, who are trying to find your way through running a business and past the procrastination).
Some people say I’m prolific. I’m not. I cheated. I moved the goal posts.
I’m Anthony English and my writing is part of my business coaching to help consultants grow their business.