When you have nothing more to say.

nothing to sayI work with a lot of freelancers, as a teacher and as a coach.

9 times out of 10, when I visit their blogs, Facebook pages and other social media pages, they had nothing to say today, or yesterday, or last week.

This is a problem.

A few years ago, when most freelance websites were simply a collection of static, evergreen pages, you could get away without adding much to your site. But not any more.

If you have a blog, you need to post something more often than once every couple of weeks. If you have a Facebook page or a Google+ page, you need to be active on a daily basis.

When I confront freelancers with the fact that they are not creating and distributing enough content, many tell me, “I don’t know what to say”. Or, “I have run out of things to say.”

This brings us to the real problem – which is that they don’t have a core message they feel compelled to share.

Using myself as an example, when looking at the web back in 1997, I read company sites and saw something was wrong. Companies were all writing in a way that suited print, but wasn’t working well on the web.

From that moment, I had a message to share – writing for the web is not the same as writing for other media.

Since then I have written over 1,000 article and posts. Maybe more like 2,000. I have also spoken at dozens of events, at conferences and at company events.

Every one of those articles and speeches has basically been focused on the same topic – writing for the web is not the same as writing for other media.

Technology has changed. Blogs appeared. Social media grew. But my core message has remained the same. And I have earned a living by showing companies and individuals how to write for the web.

In other words, I have a message. And I feel as passionate about it today as I did back in 1997. So I never run out of things to write or say.

In my case, my topic and my message are fairly broad. And that’s because when I started out writing for the web, I was one of the first to notice this problem or disconnect between print and the web.

Today, you might want to find a message that is a little narrower and tighter.

As an example of what that might look like, I have a coaching client who writes for green technology companies. She has a background in green technology, and she has the heart of an environmentalist in her personal life.

What did she notice? She noticed that green technology companies do a terrible job of translating their technical language into everyday language. That’s now her thing. She helps these companies, in this one industry, better communicate with their prospects and customers.

She’ll never run out of things to say either, because she cares about this problem, and she knows she can help.

So how about you? What have you noticed? What do you care about? What’s your core message?

Once you have that core message burned into your mind, you’ll never run out of things to write or say. And you’ll never again leave your blog or social media pages unattended or abandoned.

About the author: Nick Usborne is an online writer, copywriter, author and coach.

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