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I’m going to teach you an approach that will change how you create your content if you are an entrepreneur who finds it difficult and you aren’t sure where to start or if anyone is really paying attention.

I often explain this to clients that I’m working with when they’re really struggling to make some content, and they’re not sure where to begin, or they find it overwhelming to think about showing up and talking to everyone and sharing, especially in video.

Before you hit record, try this.

It is the One-Person Approach.

What I mean by this, is that when you’re creating content, you’re writing a newsletter, you’re writing a blog post, you’re recording that video, you’re recording a podcast, you think about one person that you’re speaking to, one person that’s going to walk away with the tip and use it, walk away with something that they’ve learned.

You are speaking to one person that you’re going to ultimately serve, or that you’re going to change and help in some way.

And by thinking about one person only, you’re able to step back from that thought of, well, how do I explain this to so many people who have so many different needs and problems.

How to apply this approach to your business

In my case, sometimes you may hear me get specific when I’m giving an example. And I might say, “if you have a brick and mortar store and you’re stressed about managing employees and stock and everything plus social media, this tip is for you.”

Or I may say, “if you are serving one on one clients and your day is filled with meetings with clients that you’re serving. When you are finding time to do social media, you may find that overwhelming.”

Those are two different people I’m speaking to.

And in my head when I’m being that specific, I am thinking about somebody that I’ve either worked with, or that has recently asked me a question, it is one person. I don’t need to serve every business owner in that moment. Because if I think about helping and creating and selling to one person, it becomes a lot less overwhelming.

It becomes doable.

I want one person to book a discovery call with me.

I want one person to go to my website and read that thing.

I want one person to sign up for my newsletter. It’s going to be more.

It’s likely that more people will see the post, more people will watch the video, and more people will take that action.

But if we go back and just think about that one person, that’s a shift. I think that will help us along the way.

It also means that when that one person books the call or has that call to action that we want them to do, or sends us a message to ask for more or replies to our email, it feels rewarding or it feels like we’ve done something meaningful.

Business owners often think about; “How do I reach the most people?” “How do I go viral?” “How do I impact the most all at once?”

And yes, that is what we’re doing, and we’re working to grow that, and we want that in place, but it can feel really, really overwhelming and it can feel like too much.

If we think about it differently, if we just change the way we think about it and say, the one person approach means “I’m going to help that one person.”

It not only takes the pressure off of us, but it also makes our messaging and the statement and the content piece that we’re creating much more clear for that one person, because we aren’t going to be as broad, we aren’t going to generalize it as much.

We are going to be much more specific if we can think about having that one person that we’re talking to.

And that will connect better.

If you’re going to sit and have coffee with someone, if you’re on the phone with someone, if someone’s texting you or you’re messaging in your DMs, and they have a question, a problem, a need that you’re going to help them solve.

How you answer them one-on-one is probably going to look a bit different than if you were standing on stage in a room, or at a large event, or speaking to multiple people in a crowd.

But having that intimacy of the one-on-one, and being able to be more specific, being able to think about that transformation for that one person matters. And I think it takes off that pressure.

And it, like I said, has more of that meaning.

“ So the one person approach is something I want you to try if you’re feeling overwhelmed with your messaging.”

If you’re sitting on stories, and you’re recording a video, and you feel like it’s too much or you don’t know what to say, talk to one person,

Somebody who recently worked with you.

Somebody who recently had a question.

A colleague who you chat business with or talk about your products to.

Think about that one person and then record the video, and then write the newsletter, and then write the blog post, and see if it changes the way that you’re able to create.

The one person approach, I think makes a difference, and I hope it helps you too.

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