Breaking the More-is-Better Myth: A New Approach to Content Creation

We're often told more is better. Especially when it comes to marketing. More content, more offers, more channels. For those of us in the trenches, creating content day in and day out, the threat of burnout is real. And why wouldn't it be? Creating takes an enormous amount of focus and brain power. On top of it, we're constantly bombarded with the notion that more is always better. And, let’s face it, so many of us struggle with the idea that no matter how much we do, it’s never quite enough. 

Like so many of you, I wear multiple hats: mother, marketer, personal brand builder, author, cheerleader to other content creators, SEO expert, solopreneur, newsletter writer, editor, intuitive eater, anti-dieter, mountain biker, wife, dog lover ... the list goes on. Each hat comes with its own set of expectations, pressures, and demands. 

Content creation, one of the many hats we solopreneurs wear, can often overtake our time if not managed carefully.

This is especially true when we’re just getting started or we’re not growing at the rate we think we ought to. We go really broad thinking something will stick, not realizing that by being so watered down, our message is not rising above the noise. So we add something else to the mix that also fails to cut through. We know we have a great offer, so why isn’t it landing? After a while, a sort of mad frenzy takes over, and we try all the things to no avail. And before we know it, we’re overwhelmed and not getting anywhere. 

With this relentless pursuit of creating, of pouring our hearts into our offerings and putting ourselves out there, it is so easy to hit burnout. And people can spot it a mile away.

It’s time to take a radical approach to our content and marketing.

The Pitfall of More

At first glance, more seems promising. 

We think more offers, more channels, more audiences equals more visibility, more opportunities, more money. However, this abundance quickly becomes a recipe for confusion and diluted messaging. The truth is, more isn't always more in branding. 

Many of the solopreneurs I meet would benefit from simplifying their marketing efforts and streamlining their message. It would improve the efficacy of the efforts—and bring back more balance to their lives. 

The reason why they don’t is 100% understandable. First, we’re taught we should be on all the platforms, doing all the things. If we’re not “there,” wherever there is, we’re missing out. Also, in the early days, we don’t always know who our target is or the right message for them, so we go broad in an attempt to appeal to someone, anyone. 

And this makes perfect sense, because—let’s be real here—determining the right target and the right message can actually be quite difficult. It’s a fact few marketers are willing to acknowledge. It’s easier to create, so that’s what we do, hoping people will follow. You can see where this goes wrong, right? Without having a specific message and target, we fail to attract anyone. 

Instead, we simply create confusion. The offer and messaging is so watered down that the actual target can’t see how they relate to them. What is the offer? Who’s it for? Is it for me?

What do I get from this? is a question the marketing should answer, but when the target is missing, the desired outcome often is too. And if there’s any confusion on the target’s end about whether the offer is for them, they won’t both even bother asking this last one. 

Simplifying the Marketing

It’s time to pare—and to challenge the narrative that more is always better. This was a hard lesson for me, and occasionally one I have to relearn, but I have found we often make a more significant impact by doing less. 

The idea is simple. Instead of doing more: 

• Focus on a single, primary offering.

• Narrow our target audience with precision.

• Commit to just one social media platform instead of spreading ourselves thin. 

By embracing the power of less, our marketing has more impact. 

Now, it’s true, many of us solopreneurs like to wear many hats, and we may have multiple offerings we want to promote. I’m not telling you not to, but I am suggesting you streamline and prioritize, so that you’re promoting one primary offer to one primary audience on one primary platform.

Taking It One Step Further

Before expanding your offers, marketing channels, or audience segments, make sure you've mastered what's already on your plate. This foundational focus acts as a proof of concept, validating your strategies before you build upon them.

Consider mastery your marketing milestone:

• Don't introduce a second offer until your first is selling well.

• Don't dive into another channel until the first one brings in steady leads.

• Don't target a new audience segment until you've fully engaged the first.

Skipping these validation steps is like building on shaky ground—a risky move for any personal brand or business. Start with your clear target—people you know who need what you’re offering—and tackle your marketing to them before moving on to someone else. 

To Sum It Up

If you're looking to amplify your marketing impact, consider this: Sometimes, doing more means focusing on less. Simplify, validate, then expand or try something else. This approach not only streamlines our efforts but ensures every move we make is on solid footing. Prioritizing our efforts not only makes our marketing more effective but also helps us maintain balance and prevent burnout. By concentrating on what really matters, we can invest our time and resources into areas with the highest return, ensuring that each action we take is deliberate and impactful.

Now it’s your turn. Have you found less is more in marketing? I’d love to hear your thoughts and some real-world examples.