I just returned from a cycling trip in Santa Monica/Malibu. Then got swamped with a bunch of content strategies and writing projects… and laundry.
On my flight back from LA (thanks to frequent flyer husband we were upgraded to first class) I watched the movie, Doctor Strange.
Alas, after two glasses of wine at the airport lounge and another couple during the flight, no Cumberbatch could keep me awake.
The only thing I remembered was Doctor Strange’s cape, the Cloak of Levitation.
It’s not your typical superhero cape. (Thank god nobody made Sherlock wear underwear over his tights — that’d be too big a cognitive dissonance…)
I’m a DC/Marvel movies geek. I NEVER figure out why superheroes wear capes (except to risk getting caught in huge machinery so the wearer would get chewed up by giant gears.)
Doctor Strange’s cape jumped up and beat the crap out of the bad guys. It flew down and saved its owner from a fall.
And it brought me to thinking…
Everything we put out there — a plugin on the blog, a content strategy or a promotional tactic — needs to serve a purpose.
It should take you closer to YOUR objective instead of just being something to check off the list because others are doing it.
It needs to be more than busywork just to show others and YOURSELF that you’re doing something… so you can hide from fears or guilt.
Every element, every word, every sentence — needs to be executed with intentionality.
Don’t just cough up a 1,500-word post with regurgitated keywords because you’re supposed to.
Don’t run a bunch of FB ads without first defining your objectives, understanding your audience or crafting a coherent user experience… just because everyone else is throwing money at it.
Instead of a piece of cloth that hangs on your back just so you can trip on it (I know I would) the superhero cape should serve a more useful purpose. Otherwise, it could do more harm than good.
Many like to say they’re starting their businesses to get out of the rat race. Yet, they’re putting themselves into a different one… chasing regurgitated content and me-too marketing. Just to look the part.
Opt out for a moment if you have to… Pause. Re-orientate. Find the right cape. Because you’re the boss.
Ling Wong :: Intuitive Brainiac | Creativity Mentor | Copywriting Alchemist. Author of Copywriting Alchemy: Secrets to Turning a Powerful Personal Brand Into Content that Sells.
Through her unique blend of marketing coaching, Content Experience Design and copywriting process, she helps the maverick-preneurs uncover, articulate & transform their WHY into content that connects, resonates and converts — by way of an intuitive yet rigorous iterative process born out of her Harvard Design School training and 15 years experience in the online marketing industry.
Ling is Inbound Marketing, Content Marketing, and Email Marketing certified. Through her writing engagements with various SaaS and marketing companies with the goals of driving organic traffic, building readership and increasing conversion, she’s well-versed in topics including online marketing, content marketing, eCommerce, conversion, UX, social media marketing, and more.
She helps coaches, consultants, service professionals, solopreneurs and small businesses apply these best practices to their specific business models and circumstances.
Ling is an avid cyclist with OCD (obsessive climbing disorder,) runner and chocoholic.
Join her upcoming Content Marketing in Plain English webinar series here.