Wrong expectations lead to inconsistency
A lot of founders I speak with say that they struggle to be consistent with content.
When we talk, I see fast that they went in with the wrong expectation.
They thought hitting 1,000 views is easy.
They thought they would get people lining up for their services right away.
They thought becoming famous would be easy, fast.
When they don’t get there after two weeks, they just quit.
“It doesn’t work for me.”
Or “it just doesn’t work at all.”
When the reality is:
They just set the wrong expectations.
The first thing is to reset expectations.
This starts with setting up an output goal, not an outcome goal.
This is where Content Marketing and Brand Building is different than Ads and Sales.
It is a slower start,
but once it hits, it’s going to be hard to stop.
This also why I’m setting up two funnels:
One for the slow brand building,
and one for the quick wins.
Those follow different strategies,
but together they are actually great to combine.
You offer value on the brand building front
and then show how you’re helping people make their buying decision.
To recap:
We shift expectations and then work two ways:
→ Grow long-term
→ Build up some quick wins
