You have a finite amount of time. As an individual, as a business. Only so much time is available to help people. Would you agree? You have to clock off at some stage.
I’m only working with 5 retained clients right now. It’s the least I’ve had ‘on my books’ for 6 years as a consultant. But I’m providing more help than ever before.
I’ve had to create time by being selective. I’ve completed a shift, that has taken over 12 months, from being a marketing practitioner to an educator. Now, 75% of my time is spent helping. 25% doing.
A 75% reduction in ‘billable’ time is a scary thought. However, forcing this route has made my own ‘job’ (I hate calling it a job) far far more rewarding.
It has allowed me time to consolidate everything I’ve learned as a marketing practitioner for the past 19 years.
It has allowed me the opportunity to blend everything I’ve learned from the 200+ business books I’ve consumed over the past 10 years.
It has allowed me to reflect on the conversations I’ve had with the 200+ business owners I’ve worked alongside during my 6 years in an advisory role.
That time has allowed me to help more people. By writing more articles, focusing my newsletter, creating the podcast alongside a host of product launches I’m scheduling across the next 6 months.
All in all, it has helped improve my understanding of the role I can provide. As a helper and as an advisor. It has given me the time I needed to be better at what I do.
Now, this blog has 20 times the traffic it had one year ago. Not through an SEO strategy or spending any money on advertising. But, by putting my knowledge out to my intended audience. That means I can now help the plumber who’s figuring out how to attract more business. It means I can help the junior marketer who has her boss breathing down her neck for ideas to help grow his business.
TIME IS PRECIOUS
My belief is that the secret to true success for the small business owner is putting out everything you know that will help your audience. Whether that’s through blogging, video, podcasting or any chosen platform. Giving people access to your knowledge is far greater than any landing page enticing leads.
At the core of your digital strategy is what you know (your craft) and how that helps people. You create the platform to share that valuable knowledge. You provide insight, opinion and a window on your process. You give people all they need to buy into what you can help them achieve. What you sell is irrelevant. The budget of your reader is irrelevant. Your job is to help.
That’s what it means to be a small business in this social world. To understand that word travels pretty damn quick. Good deeds (sharing knowledge) spread.
Our heads are congested with thoughts and talk of social media. This isn’t about the media, as such, it’s about the business you present. Your social business.
I’ve taken the decision to build a business where it’s me, myself and I. You may be in a different position. That 25% of time you have available to ‘do’ work will grow, not in percentage terms, but by real value. The quality of work you chose to take on.
Make time to help people. Be a social business and share your process. Give people something that will interest them and inspire them. Make the best use of your time imaginable and let your business thrive in this social world.
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