What does it take to write 500 consecutive columns? For me it has been a passion to share knowledge and insight with other small business owners and sales professionals. My twofold goal for writing this column continues to be to:
1. Avoid some of the minefields I have encountered during the last almost 19 years in business
2. Educate respective to current small business market and business changes
So today I am going to share my top five lessons learned after writing 499 columns. Possibly these lessons will generate some forward thinking energy on your part.
Lesson No. 1 – Content Marketing Is No Longer an Option
What I have learned is sharing content for any business or professionals is now becoming the norm instead of the exception. Sales research now reveals the following:
According to Forrester, 82 percent of buyers viewed at least five pieces of content from the winning vendor.
Media Connection reports 68 percent of consumers feel more positive about a brand after consuming content from it.
B2B buyers are five times more likely to engage with a sales professional who provides new insights about their business, according to LinkedIn Survey.
Lesson No. 2 – Writing Requires Self-Directed Learning
Writing a weekly column does require ongoing self-directed learning. It forces you to read other online articles, printed publications, books as well as attend professional development to local business events.
Lesson No. 3 – Ideas Come From Anywhere
One of the questions I continually receive is where do you get all the ideas for this column and for your other writing efforts? Some of those ideas come from lesson No. 2 and others come from conversations with colleagues, friends and families. Additionally, I have had several ideas from billboards that I passed when driving. The goal is to have an open mind and keep questioning what you are hearing and reading.
Lesson No. 4 – More Writing Creates Thinking Differentiation
Another learned lesson is the more you write, the better you think; the better you think, the more you write. People buy solutions (products or services) to solve problems. By thinking better, you are becoming a better problem solver. You are thinking differently than your competitors.
Lesson No. 5 – Stay Humble
Over the years I have received numerous emails thanking me for this column. I remember receiving one email from a person who was having issues with the boss. The insight in that column gave this particular person some positive forward ideas from which to take action. Staying humble, appreciating your readers is a must for anyone who engages in content marketing. Just as in sales, leaving one’s ego at the door is probably a safe bet.
Saying thank you for staying a loyal reader with all the changes sometimes just doesn’t seem enough. I do appreciate everyone who takes the two to three minutes each week to read this column devoted to small business owners and sales professionals. Again, my sincere appreciation and please feel free to always let me know your thoughts or any ideas you may have for the next column.
Leanne Hoagland-Smith is an author, speaker and executive coach. Her weekly column explores issues that impact the bottom line of firms with fewer than 100 employees. She can be reached at 219-508-2859.
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