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When you’re still aiming to get your first 50 (or 100) clients, maybe all you need is a one-page website. Truly.

Most of your clients are going to come from word-of-mouth anyway. So why are you working so hard to build a fancy website that takes you more than a few hours to do?

Let me share with you an example of a one-page website that I just came across…

If by the time you’re reading this, she’s made it fancier, I’ve made a video showing you her one-page website and why I think it’s effective:

What I like about it:

  1. Beautiful image that represents how she wants her clients to feel. …

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A client asked me to write up a roadmap to a kind of “four-hour workweek” for authentic business…

The best I can come up with is an 8-hour workweek. It’s more realistic, yet still minimal. Imagine: just 2 hours of work, 4 days a week. Quite a luxury, especially in these economic times!

Of course, it all depends on how much income you’re aiming for, and your current stage of business.

Let’s say you’d like to earn $4,000/month working just 8 hours per week.

This is a true privilege, compared to the median American wage of $3,333/mo working 40 hours a week!

To get there, you’d first have to build up an audience of true fans and resonant offerings, and then scale back your hours of work. …

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“From a marketing course I learned how to write my copy by using the hook-story-close model. The teacher showed how important it is to write to ‘the pain of my client’ in the hook part, and that I should even exaggerate the pain, make it like my client is in a dangerous situation (e.g. if you don’t act now, you’ll suffer dire consequences). The idea behind this is ‘The bigger the pain, the quicker the client will buy from you.’” — anonymous newsletter subscriber.

Sadly, this kind of mercenary marketing advice is too common.

Most of us heart-based people don’t enjoy this feeling of transactional marketing. We don’t want to create more negativity in the world. …

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“Always aim at complete harmony of thought and word and deed. Always aim at purifying your thoughts and everything will be well.” ― Mahatma Gandhi

This is where so many of us heart-based entrepreneurs fall down: we try to mix our selling with our moments of content generosity. We know it doesn’t feel totally right. We may even sabotage our own efforts.

I recommend that we separate our content from our selling.

I’ll start with some context. I’ve observed what may be a 3-phase evolution in the online marketing industry. At least, it’s been true with my own process:

Phase 1: A pure focus on Selling / Enrollment.

It’s clear what the sales person is trying to do. Their primary purpose — transparent to them, and to you — is to sell you a product. …

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Do you ever feel like you’re bothering people, when you create/share content?

A participant in one of my workshops wrote:

“Consistency of communication is my goal. To hold myself more accountable to this and get over the problem I have with feeling that I am bothering people by sending them content via email or other means, even if they have signed up for my list!!”

You have an audience because they want to hear from you:

  • Your Facebook friends are interested in your opinions (believe it or not!)
  • Your followers on social media want to hear about your business.
  • Your newsletter subscribers look forward to your newest content! …

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(Beware the yearning for validation…)

Most of the time, you do not get as much engagement on social media as you see other people get.

Why is that? Is it because people don’t like you as much?

That’s absolutely not the reason. You need to understand how the algorithm works…

When you are browsing the news feeds or home screen of a social media platform, you are only seeing the tiniest percentage of posts that already received more engagement than the average.

In other words, social media only shows you the tip of the iceberg, a few of the most popular posts, and you do not see the vast majority of posts that have near-zero engagement… no likes, comments, shares. …

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Which of your content should be free versus paid?

This is an important question which I will address in the second half of this post.

First, we need to talk about whether content should have a fee attached. For example: online courses.

I used to promote the idea that all content should be free because it would (1) help humanity progress faster, (2) help you attract your ideal audience, and (3) make you more creative by easing the pressure in creating your perfect content.

A few years later, I changed my stance. Here’s what I now believe:

Free content of course is beneficial. We’re all thankful for Wikipedia, as well as the billions of free blogs and Youtube videos! However, paid content is also important for societal humanity… as long as the payment is not too steep. …

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If there’s a service provider that you respect, and you’d like to give them a gift (without having to spend money) consider doing the following:

Gently and kindly let them know why you are not signing up for their program, service, or product. You read that right. Give them the incredibly helpful gift of feedback.

This kind of message can really improve their marketing, and help them make decisions about what product or service they provide.

Let’s talk about this valuable exercise, from both perspectives… the client, and the service provider.

If you’re a client/student of someone…

You hold something of great value to your service providers. …

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Many of the blocks to creating content can be solved by one mindset shift:

Make your content for just 1 person at a time.

Don’t write for “the world”.

Don’t make videos for “your audience.”

That kind of approach can easily cause performance anxiety, which blocks you from showing up consistently.

Instead, imagine that you are talking to just 1 person… someone you feel comfortable talking to, someone who loves your ideas.

It might be an ideal client, a kind friend, a supportive colleague, a true fan.

What might they want to know about your area of expertise?

Create a piece of content with only them in mind. …

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A popular documentary lately is The Social Dilemma. It bashes social media platforms such as Facebook for creating technology addiction and using our data to manipulate us.

Here are my thoughts about it…

Yes, Guide Children Well

The one part of the documentary I agreed with the most is that we do need to be careful about how children use social media… just like we guide them in other activities.

For example, we restrict or moderate how much video games they can play. Or what internet websites they visit. Or how much sugar they eat. …


George Kao

Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity"

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