It struck me the other day that the Services industry imposes a number of limitations on itself, which hamstring its ability to produce and maintain effective content.

Here's a starter list of myths and personal limitations.

How many of these are stopping you from achieving your goals?

1. It has to be perfect.

2. We know everything about everything. (Ahem, lawyers, lookin' at you kid.)

3. Admin can do our marketing. AND our admin. AND be great at both.

4. The internet says social media is The Shyte, so that's what I'll do.

5. Good writing is complicated.

6. Our clients don't care about us, only what we do for them.

7. Nobody would buy an ebook I produce.

8. I don't have a Masters degree, therefore I'm not an expert.

9. I don't like email, therefore other people don't like email.

10. Once you publish it, it's done.

11. Research isn't necessary; just add puppies.

12. Teaching is the only reason to produce content of any kind.

13. Referrals are more powerful than case studies.

14. I'm not allowed to have an opinion.

15. I have to write everything that the firm publishes.

16. Non-specialists can't write finance/law/accounting/insolvency/training/engineering/etc.

17. If you're not an insider, what would you know?

18. Webinars have to be given away.

19. I don't know enough in my field to produce a book/course/DVD/podcast/album that someone would buy.

20. It's impossible to calculate the ROI of content as a financial asset.

21. Content is irrelevant once someone's already a customer.

22. The market is doing X, so we have to do X. (Replace X with any format or capability.)

23. Being controversial is bad for my brand.

24. I don't have any stories anyone wants to hear.

25. Content doesn't require processes and business systems.

26. Content can't be managed under ISO 9001.

27. Publishing isn't worthwhile.

28. It's valueless letting individuals in our firm have their own voices.

29. I don't need to know how my website works.

30. It's ok to pay $70,000 per year in CPC advertising without knowing if it's helpful.

31. Defining the Look is more important than defining the Sound.

There are so many more.

Each one of these myths trips over firms All. The. Time.

In fact, I have one client, who holds a major thought leadership position in her industry, who said to my face:

'But I can't create a course. I don't have a Masters degree and nobody will take me seriously.'

I've had another one say to me:

'Nobody will pay for anything I produce.'

All it is, over and over again, is low self-esteem.

To be perfectly blunt:

If you don't think anyone would buy what you produce, go and get a job. Because you don't deserve the business you've got, and you probably find it hard to sell your services anyway.

So, that's Yours Brutal's musing for the day.

~ Leticia Mooney
PS. I offer ghostwriting, content consulting, content operations, content strategy, training, coaching and mentoring. Need one? Reply.