Online business gurus profess that we need to get clear on our business goals before creating content. I beg to differ. Clarity is part of the journey of creating compelling conversion content. It’s not a destination in itself.
Ever heard the saying ‘change is as good as a rest’?
I don’t know about you, but I think it should be more like ‘clarity is as good as a rest’.
It seems like every online coach and consultant is in the business of selling clarity…
Clarity in your business!
Clarity in your life!
Clarity in your purpose…
ALLLLL THE CLARITYYYYY!!
And you know you’re sitting there nodding your head because just last week you told your best friend that you need to take a hot minute and just get clear…
But, let’s not beat around the bush.
WTF does clarity really mean??? And why does everyone think that’s what they want and need????
I see so many online gurus saying they’ll help you ‘get clear’ (and then usually they say something like (and ‘get results fast!’) and it’s like … seriously What does that mean???
If you’ve been on the hunt for clarity (or feel duped into thinking that’s your goal), I’m going to drop a mic for you right now…k?
Clarity is not a destination.
There will never be a point when you’re just clear on everything.
Take it from me – the multi-passionate, multi-six figure creative entrepreneur with two businesses and two kids and all that entails…
Clarity comes in moments… and it comes with commitment.
The commitment is to two things… and two things only. Let’s break those down now, shall we:
I hate to break it to you, but if your business isn’t growing, or if it’s stagnant in some way, you probably have a marketing problem.
And most marketing problems stem from the simple fact that the business owner hasn’t fully understood their purpose.
Those are typically some of the questions that will get us clarity in terms of purpose.
But that’s not all.
All of the answers to all of these questions fall into the category of YOUR STORY and how you articulate it into the world. Without clarity on this, your business will inevitably fall flat.
But there’s another part to this clarity pie that we need to discuss… and that is the intense level of clarity and confidence that you’ll achieve when you find your audience’s story (and how it plays out in their minds).
Because marketing is a two-way street!
Sure, you can buy billboards and scream at people from rooftops, but the fact remains that your messaging needs to resonate to be effective.
Resonance creates clarity. Resonance allows you to be heard and to receive messages back – loud and … you guessed it, clear.
So the equation is quite simple. When you say you’re seeking clarity, what you’re really needing to do is drill down on YOUR Story and your AUDIENCE’s story.
When you take steps each month, week or day to know more about those two things, your content and your business will inevitably get more clear.
And there are so many fringe benefits of being in a state of (momentary) clarity!
But don’t let anyone try to tell you that what you’re seeking is clarity alone.
Because clarity is just the path to what you’re seeking.
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CEO, Erin Trafford | Story & Strategy, Co-Founder Story Studio Network
Erin works with creative entrepreneurs to help them unlock their Stories and find a path to strategic alignment with their content. She blogs and podcasts about content strategy and business on this site and on Permission to Leap.
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