In healing, like in marketing, growth must take time into account

one step at a time sketchnote KLR

At my last visit to the fracture clinic, the doctor was telling me the things I could be doing to help stretch my ankle as it healed. I could move it forward and back. I could start walking without the big boot. There were exercises, and physio, and slow steps.

“But no matter how much you do any of these things, the greatest help to you right now is time,” he said.

I could do the stretches and go for short walks and begin walking without the boot. But doing these things more often in one day is not what brings healing. It’s doing them every day, for many days, while time moves on. Slowly. Oh so slowly.

I’ve been thinking a lot about the Atomic Habits principles as my ankle heals. The small 1% changes, cumulative over time, are far greater than a massive attempt at one time.

Time isn’t the sole healer. If I never stretched my ankle and never moved it at all, it time doesn’t make up for that. But conversely, no matter how much I do, time has to be considered.

The same applies in marketing. When we take on a new client at PF, one of the things we talk honestly with them about is the length of time it may take for their content marketing efforts to bring the drip feed of results – that beautiful place where leads come in and you (and they) aren’t even quite sure where they came from. The average length of time for this to happen is 30 months.

It doesn’t mean you get no results during that time: but what it means is, no matter how much you create, you need that amount of time before all these blog posts and videos and social posts and emails and website pages you’re creating come together, stitch together, result in the growth you want and need.

You don’t simply sit there and wait for 30 months. And if you wrote 30 blogs and posted them tomorrow, that wouldn’t have the same impact. It’s consistency in small ways, and time, which need to work together.

I’m in that place with my ankle right now. It’s stitching itself together, like magic, day after day. I’m doing the work and seeing small victories every day. Now I can walk on it. Now I can put on a shoe. Now I can go down stairs without having to hold the handrail. Now I can carry the laundry hamper. Now I can lift the Christmas tree from its stand and take it outside to be recycled. Small things. Resulting in big change. Over time.

It needs to be good content, too. Created by you and your team to answer the questions your clients have and the needs they express. To answer the questions and doubts and fears your prospects have.

As a side note (and I’ll be writing about this from PF soon), you can use something like chatGPT to help you get started, or tweak, or adapt, or get ideas, or move faster. But ultimately the best content and style and tone of voice comes from you and your team, because you are not merely the accumulation of lots of other people’s content. You are yourself. And what you do every day, 1% by 1%, matters.

Over time.

Just keep going.

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Instant change can shock or surprise you. 

You don’t know what to do with it, so you can default to fear. Or confusion. Or reverting to the way you did things before. 

One of my coaching clients is working on changing his approach with the business owners he talks to.

“Up til now I’ve been very me and company centric,” he told me. “And it’s time for that to change.” 

It’s always been accounting, bookkeeping, numbers focused. Nothing about motivations or emotions. 

He read the Accountant Marketer and is now working through each of the sections with me so he can apply them to his firm. 

But even slight changes like asking new prospects, “So, what motivated you to start this business?” is an adjustment. 

But we make changes because we want some kind of change to happen. 

This firm owner wants to get more of the kind of clients he loves working with: and that means opening up with prospects. 

Asking deeper questions. Listening. 

This change will have an impact on the firm’s numbers. On their operations. On the conversations they have as a team. 

We talked about sending out emails to existing clients to offer a conversation about strategy and big picture and motivations, but after testing it with a few clients, he got no takers. 

They’re not used to this. It’s too big, too dramatic. 

So instead he will adjust gradually, in stages. 

In the next client meet, ask one small question. 

How were things in the business this week? Anything which is particularly tough for you right now? 

Something to start that level of conversation going. 

They may not answer it. They may not feel comfortable with that: and that’s okay. But the very tiny changes will be easier to accept than something dramatic. 

Instead of going 0 to 100, can you stage it? 


then 50-50…

then 80-20…

…and then when you’re ready, 100-0. 

#theaccountantmarketer #change #stages #justkeepgoing #onestepatatime #progress 

➡️This is from my “creative headspace” notes which go out every Friday. These remind you to change your perspective. Pause. Look around. Breathe. To be on the list, follow the link in bio.💪✨
100 consecutive days of video: DONE!!! 

I’ve stuck to my challenge. I haven’t missed a single day. And now I get to start the reflections. 

I’ve made a real effort not to over-reflect early: but to focus on getting the challenge done. Then I can look back and see what I’ve learned, how it’s impacted me and my business, and what I’ll take from it for future videos. 

Here are just a few of my initial learnings: 

1. Plan the video. The earlier in the day I shoot it or consider what it will be, the easier and smoother everything goes 

2. Capture little bits of video throughout the day (or days) to be used with a theme later. One second, ten second, one minute videos came in really handy when I did a compilation video - of walking, or water, or travels, or working. 

3. Being “on” every day - being present on social media and not missing a single day for 100 days - is bloody hard. I am really looking forward to being able to not open instagram if I don’t want to. And I’ll look forward to falling asleep at 11pm without the gasp of “did I do my video today???” 

4. I’m really grateful. For all I’ve learned and seen and heard and experienced and shared: and for how it will impact my future videos. 

Thank you for being with me on the journey. ❤️

#100dayvideochallenge #100days #justkeepgoing #doneanddusted #finish #challengecompleted #nailedit #video #progress #learnings #businessowner 

Day 100/100 Video Challenge
There’s something about water I find so soothing and invigorating at the same time. 

#100dayvideochallenge #100days #water #sea #isleofmull #refreshing

Day 99/100 Video Challenge