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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Road trippin and tomb hunting in the northern Irish countryside with one of my life besties. It’s a satisfying thing to climb these hills and watch the clouds move… and explore the old tombs which are older than the pyramids. 

Here we go. 

#adventures #roadtrip #northernireland #sperrins #tombs #giantsgrave #satisfyinglife #trekking
What will you do when you’ve arrived?

One of the things business owners tend to focus on is getting the business to run without you.

Systems, team, leadership, pricing… you work so hard on each of these and it often takes longer than you expect.

Maybe you have a vague idea of what you’d do with all that free time once it appears, but I’d guess just as many of you aren’t 100% sure what that will look like.

Every day is so full you don’t have to time to pause. “I’ll spend more time with my family”, you tell yourself. More holidays, more of whatever fills you up.

It might be cooking or DIY or reading, but equally it might be writing a book. Coaching. Speaking. A second or third business of a new kind. 

Which means NOW is the time to start thinking about it.

That can feel overwhelming, if things aren’t “sorted” yet. You still have team issues, or the systems and tech are taking longer than expected to deliver results. You’ve lost some clients, or are struggling to get new ones.

The fact is, all those things may be indicators you’re closer than you realise.

These issues will get sorted – and the moment they do, you could hit a point where you have that spare time. You have a little more energy, or money, or space and freedom. For whatever. 

Now what?

What’s that “whatever”?

That’s when you start looking at your personal brand.

It’s different from your business brand. Instead of being focused on an audience, buying a service; instead of being something which summarises an entire business including clients and team, now you have the opportunity to consider what summarises YOU.

What you care about. The message you’d get out to the world if you could. The kind of people who think the way you do.

If this is even a *glimmer* of a thought in your mind, I’d love to hear from you. I’m working on a live workshop event in the UK, and I want to make sure we cover what would be the most helpful for you, right now.

Before everything is “sorted”.

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