In marketing content, as in life: no love, no music. It’s as simple as that.
Throughout my career, I have read countless books and articles, attended classes, seminars and online courses, spoken to the best writers in the business regarding what I might do to hone my craft. After much extended examination, it has come clear to me that no amount of schooling, training or practice can compensate for lack of love in a block of text.
I see three areas where love trumps all in content creation:
- Love Your Craft: This is basic. Do what you love, and results come easy. The hours fly by, and even the most difficult assignments render joy. The concept is as true for accountants, mechanics, teachers and delivery drivers as it is for writers of content. If you have an important piece of writing you must deliver, but you absolutely hate the thought of writing, farm it out. Not everyone loves to write. But for those who do, their love of the craft will shine through in every line of written text.
- Love Your Client: If you view each client as a cherished gift, to be appreciated and cared for, nurtured and enjoyed, you will naturally go the extra mile to provide content that sings. However, view your client as an interruption to the day – a necessary evil – and the reverse is true. The words fall flat. Details go missing. Writers who love their clients never mind spending the extra hours it takes to learn their client’s business, adjust to their likes and dislikes, or deliver a revision, or two, or three. Genuine “client-love” makes content flow straight from the heart.
- Love Your Higher Power: There’s more to life than you, your work or a regular paycheck. We’re all here for a purpose, and there is no higher purpose than to glorify God. When you aim for the stars, strive to please your Maker and subject yourself in humble service to the Lord of the Universe, minor setbacks, aggravating inconveniences and daily irritations dissolve under the broader perspective. You tap into the stream of life. Aim to please your Higher Power and you will, at the very least, please those you serve.
I am very blessed to say that I love what I do for a living. My hope is that you love what you do for a living every bit as much as I. And by the way, if you hate writing, that’s okay. You know who to call. I’d love to hear from you!
