At the Jersey Shore

Have you ever been to the Jersey Shore?  

Along the boardwalk in Seaside Heights, there’s a ginormous “Saltwater Taffy” sign. 

You can see this sign from miles away.

The shore and boardwalk mischief are part of our DNA as Jerzians, and I was always the sarcastic a$*h@le that would ask, “can anyone tell me where I can find some saltwater taffy?” on every boardwalk stroll.

What made it funny every time was that people would actually look around and seriously respond with “I’m not sure” or ”I’m sure we’ll find some place that sells it on the boardwalk.”

With a straight face – completely ignoring the sign ahead.


Our minds can only take in so much information, and so whatever is most important will capture our attention at any given moment.

Sometimes, the answer seems just too simple.

How many times have you found yourself overcomplicating situations instead of just doing the simple ‘thing’? 🙋🏽‍♀️

Either way, your mind won’t always follow the easiest path forward and it’ll selectively tune into the important items of the moment.

Which is why, when clients say to me, ”but I already wrote about that, isn’t it boring to repeat the same message?”

No no.

People develop preferences towards things that are familiar to them.  

Just like the big saltwater taffy sign, your content is a marker that says, “here I am, this is what I do, here’s what I offer and I’m here to help.  I’m open for business”

Let people get to know you through your content.  Create your body of work – a central place people can go to when they want to know more about your business and whether you’ll be a good fit. Consistency will create familiarity.

Most people will read your content for a while before they tell you about it.  But if you keep showing up they’ll feel comfortable engaging with you.

Here are 5 Steps to writing great content quickly that’ll let people know you’re open for business and get them to line up outside your door.

1 – Clarify your message – what is your main message?  Don’t overcomplicate, it’s probably much simpler than you believe.

2 – Main supporting points – What are 3 main points that will support your main message? It doesn’t have to be 3 points, but 3 is a good place to start.  

3 – Short story – think of a relatable, short story that encapsulates your main message or one of the supporting points. People love stories and a story will reinforce your message in people’s minds.

4 – Call to action – what action do you want your audience to take? Some calls to action are ‘click here’,  ‘sign up to my newsletter’, ‘download my freebie’

5 – The False Voice © – In order to be consistent with your message and to keep putting yourself out there, you’ll need to tap into the inner critic and shine a light on it.  It’s the best way I’ve found to overcome fear of judgement and criticism when opening up our creative genius to the public.  Giving space to the False Voice ©  has allowed me to keep content flowing and shared consistently – I never want to miss a week!  What thoughts are you having about your content and sharing it publicly?

Here is a collection of inner criticisms I’ve heard from my clients over the years:

  • I don’t sound professional 
  • I don’t have anything interesting to say 
  • What I want to say has already been said a million times 
  • I don’t have proper grammar 
  • My accent is too thick 
  • I don’t know what to talk about 
  • People are going to judge me 
  • I will wait until my message is perfect

Do any of these sound like yours?  You’re not alone.  They are not truths, but the only way to overcome them and see that they are false is to be aware of them, listen to them, let them make you feel uncomfortable and publish your work for the world to see anyway.

Comment down below and let me know if you hear yourself saying any of the above – or maybe yours sounds different – either way, let me know what it is and I’ll respond right back with what you need in order to dismantle it.

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