The magic lies in the work we avoid.
Also Inside: Yellow Pages is a crock of sh*t.
Have you ever felt uninspired while working on your latest creation?
Whether you’re scheduling social media posts, strategizing the next product launch, or creating something new for your client — we’ve all had that feeling of emptiness.
When things don’t “click” it’s easy to give up — but in reality this is the time to keep pushing forward.
We’ve all experienced it. There’s one project that doesn’t sound interesting to us or is a bit different than what we usually do. So we avoid doing it.
We push it off.
We extend the deadline.
We tuck it away in our inbox or task list.
It’s easier that way.
But in reality, we’re pushing away the magic.
I put things off…often.
I have a confession. Being a Full-Stack Marketer, there are a lot of parts of marketing that I have to do that I dislike. For example, I wouldn't say I like social media strategizing and scheduling.
But I knew when I hired a Virtual Assistant in early 2023 I needed to standardize the strategy around our social media persona and how we handled customer service.
Remember Yellow Pages? Yeah, what a crock of sh*t that was.
When I first started my LLC, my first client provided me with an “aha” moment that I’ll never forget.
At the time, they were paying $400+ per month to Yellow Pages.
It was 2015. 2015!
Yellow Pages?
I couldn’t believe it.
So I asked about the services they were paying, and their answer was basically, “we don’t know.”
This infuriated me.
I was trying to help this small business (10–15 people) with their marketing by getting them started with Google Ads to gain new clients.
Meanwhile, Yellow Pages was milking this small business monthly for a “marketing package” without reports or results.
It was then I realized that big guys, take advantage of the little guys.
Yellow Pages was preying on small businesses of the older generations.
In the days before the internet, Yellow Pages was a necessity in every home.
Sell the hole, not the drill.
I recently read this and it had such an effect on how I viewed everything in marketing.
Sell the hole, not the drill.
There are a ton of drill companies, so competition is natural.
But how you market the results of your product is where you differentiate yourself.
Great article, thanks!