The Sad Tale of a Guy Who Failed at Content Creation

content creation

Back when I ran an email marketing company, a client named Mike asked me to help him build a list.

He ran a roofing company, and he wanted to send weekly emails. 

My advice: “Before you build a list, write two or three practice emails. Make sure you have your content creation game down. Confirm that you’re ready to do this. Then we can build the list and go.” 

He didn’t like that advice. He was ready to roll, he insisted. 

So he cobbled together a list of friends, clients, and prospects. And he sent his first email. 

A week later, he sent another. 

A week after that, he missed a beat. 

Writer’s block held him back. He wasn’t sure what to write. 

He slept on it and slept on it and slept on it. And finally, two weeks after the previous email, he sent another one. 

A month passed before he came up with the next email. 

That’s when he changed his plan from weekly to monthly emails – not because that’s what subscribers wanted, but because that’s all he could muster. 

From June through August, he managed to squeeze out monthly emails. 

Then he got stuck again. 

So he changed the plan again. Quarterly emails would be enough. 

But that didn’t last long.

Four months passed before the next email. 

And then he’d had enough.

He called to cancel his account. 

When our customer support rep asked him why, Mike said, “Email marketing doesn’t work.” 

A tale as old as time – or, at least, as old as email. 

I founded my email marketing company, MarketVolt, in 2001 and ran it for 19 years. 

I met lots of Mikes along the way. 

I also met lots of business people who struggled like Mike but soldiered on. They met their deadlines. They sent emails as scheduled. But it always felt like a battle. It never felt easy. It never felt fun. 

You don’t have to be like Mike

Content creation does not have to feel like the walking on coals, lying on a bed of nails, or drinking cod liver oil.

You can create captivating content (email, social posts, videos, and more)…

…without writer’s block…

…without false starts…

…without all the frustration.  

It just requires a systems and processes to discover the stories and generate content ideas. 

Let me know if you’d like an invitation…

Later this month, I’m hosting a private, invitation-only content-planning workshop. Everyone who attends will walk away with content-ideas designed specifically for their business. 

I’m not going to share a sign-up link with my entire list. I’ll send personalized invitations to select people. 

If you’re interested in being among the select few, reply to this and write “interested in the content-planning workshop” in the email. 

I’ll get back to you early next week with the details. 

p.s. Coaches, consultants and other business leaders turn to me to power-up their stories because most dish out the same old boring, "blah, blah, blah" content, turn off prospects and then feel frustrated and stuck. So I help them transform content from boring to brilliant, turn the marketing process from frustrating to fun, and convert results from pitiful to profitable. Bottom line, you can fire up prospects and inspire them to hire you with story-powered content that's simple to create. I'll show you how. Whenever you're ready, here are several ways I can help you land more clients without pitching and prodding:

1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.