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A while back, someone came to me a strategy session and shared, “I keep sharing my friends posts on social media and a friend of mine told me that she hired my friend instead of me.” She felt betrayed, hurt, and a little embarrassed that she was telling me this. I could feel her pain. This was the second time in two months this had happened to her. She was really angry with her friends.

It was truth time and this wasn’t going to be pretty. Before I looked at her social media, I already knew what was going on. She was not producing her own original content. Instead, she was doing what most social media experts say to do: Share and like other people’s posts. The reality of the situation was that she wasn’t showcasing her own genius. She was making up excuses. Her two biggest excuses were:

  • I don’t have time.
  • I don’t know what to write.

Let’s explore the truth of these statements.

I don’t have time. This is going to be brutal but must be said… This is the adult version of the dog ate my homework. If you are a serious, focused platform-builder with a goal of helping spread your message to the world, this is a shitty excuse. If you are adamant about holding on to it, don’t expect much success from yourself. Go get your nails done, go to the beach…. go do whatever it is that is more important than really focusing on your goals. In fact, don’t finish this article. It will be a waste of your time.

I don’t know what to write. Don’t make me remind you that you are an expert and have plenty to share. This is writer’s block or video block (which I frequently suffer from), or tip block. Whatever you want to call it, you are not producing the content that establishes your authority.

Here’s the deal: If you aren’t regularly producing and posting your own content, how do you expect people to understand who you are, what you do, and why they should listen to you. There is no other way to communicate all of this.

Kelly’s (not her real name) first inclination was to get over this hump by hiring a ghostwriter for a new blog. Well, that is a great idea for a book. Not so much for a blog and a new brand. Why? Because social media must be in your own words. Have you ever read someone’s work online and then you meet them in person and you are shocked? The writing or the brand doesn’t match the person. It is an awkward feeling. If you are selling products and services, it is a repelling feeling.

Building a platform requires personal participation. If people don’t know you, they can’t tell if you are the one writing. However, the point of building a platform is to build relationships. Anyone who gets to know you will immediately know that it isn’t you.

Authenticity plays a role in all of this as well. People will only trust you if you are likeable and authentic. Writing your own material gives them a glimpse into who you are and why they should buy what you are selling.

Last year, I attended an event and met someone that was supposed to be this grounded, heart-centered entrepreneur. She was standing on stage enabling an audience member to bad-mouth another well-known online entrepreneur. It went further than enabling, she began to participate. So much for heart- centered. When she proffered her offer the next day, there was no way that I was buying her package. How could I trust her?

Are you going to promote yourself or are you going to keep promoting everyone else?

Take my quiz HERE to find out why you aren’t fully making the money you want to make from social media.