Don’t Outsource THIS
The Amplified Impact Podcast
June 18th, 2023
I was hanging out in Mexico at this Mastermind event, and we got into a discussion about content creation.
People are always surprised to learn how much time I spend actually creating content. They’re like, “Wait, you’re the one doing all this?”
And I’m like, “Yep, you betcha!” I mean, I’m the owner, the brand beacon, the one shouting from the rooftops about how amazing my product is.
So, naturally, I’m knee-deep in content creation. It’s my most important job as the owner, after all.
Now, I get it…lots of entrepreneurs wanna delegate the content creation tasks.
But…it’s not gonna land the same way. I’ve seen it happen.
When someone else writes your content, even if they’re good, something about it feels off.
It doesn’t have that genuine, authentic vibe that connects with your audience.
Someone recently commented on one of my blog articles and said, “Hey, your copywriter is awesome!” And I was like, “Thanks, but that’s actually me!”
That’s the thing…people come to do business with you, not some ghostwriter.
Your audience wants to hear your voice, your thoughts, your expertise. So, don’t lose that personal touch by outsourcing everything.
You’re the expert in your field, no one knows your business like you do. So, embrace your strengths.
Practice, improve, and let your authenticity shine through.
When your content reflects your true self, it lands harder with people. It resonates, it connects.
TWEETABLE QUOTE:
“You cannot outsource thought leadership. The thoughts have to come from you and as much as possible you should be the one self generating it.”- Anthony Vicino
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Episode Transcript:
Anthony Vicino [00:00:00]:
Yo, what’s up, everybody? Welcome back to the podcast. I was reminded of something today from a comment on the YouTube channel and it brought back something that I was I was talking to some entrepreneurs about last week when I was in Mexico speaking at that Mastermind. And it had to do with content creation and how much of my time I spend as the business owner actually creating content to put out there. Whether that’s video, it’s written blog articles, it’s the newsletter, it’s doing this podcast. And it’s really surprising to me, or maybe not to me, but it’s surprising often to other entrepreneurs that I’m talking to that they go, oh, you’re the one. How much time do you spend per day creating content? And I’m like, Well, I spend most of my days creating content in one way or another, thinking about the ideas or actually executing and creating it. I don’t take these podcasts, I don’t do the editing of them, but I do the actual creation, I do the writing process. And people go, well, how do you find the time to do all that? And I’m like, Well, I look at it as my most important job as the owner of a company is the marketing.
Anthony Vicino [00:01:08]:
It is bringing leads in, because everything else, nobody is going to evangelize for your business harder than you. And so, in a very real way, I think marketing is the last thing an owner should outsource. I think you should always be the brand beacon, the one that’s out there screaming from the top of your lungs why your product is so awesome and great. And as a result, you’re going to be spending a lot of time creating content and being very integrally integrated with your marketing team. And so I think a lot of entrepreneurs think along these same lines. This isn’t new and revolutionary, but I think what I’d maybe do a little bit differently is I am the one, in so many cases, actually creating the content. And this surprises people because it’s time consuming and a lot of people want to figure out, well, how can I outsource? How can I delegate this? And how can I use AI or a VA to write my scripts? And then all I have to do is get in front of the camera and perform it. And what I found is that when you do this, the audience, they might not realize that it’s not coming from you.
Anthony Vicino [00:02:10]:
Like, they might not be able to articulate it, but for whatever reason, the content just doesn’t land. It doesn’t hit as hard when it wasn’t generated by you. Typically, that’s been my experience. If somebody else is writing your content, your thoughts for you, then something about it just rings untrue. It rings like, almost phony. And that, as a result, is going to impact your ability to impact the effectiveness of your content. And the reason this came to mind today was one of the comments that I got, I posted this long blog article on the YouTube community channel. It was a couple of thousand words talking about discipline and the six different types and somebody commented and said, hey, your copywriter is awesome.
Anthony Vicino [00:02:51]:
And I just commented, I was like, yeah, his name is me. And they’re like, really? So like the assumption was that I had outsourced this somehow and somebody else was writing my words for me and my experience, people come to do business with other people, with you. And if you’re the one up there talking and saying your words, they should be your words as much in your voice as possible. And the further that you get disconnected from being the one that’s creating the content and the ideas around it to just regurgitating other people’s scripts for you, I think what tends to happen then is this. You know your business better than anybody else. Like you are the domain expert. You are the thought leader within the context of your business. Now you can outsource to a VA or to somebody on your marketing team to create the content and the scripts and whatnot for you.
Anthony Vicino [00:03:41]:
They can mine all the things that you’ve said in other areas, avenues and they can bring that together and try to create a narrative, but they do not have your level of expertise. And so at best it’s only ever somebody trying to duplicate from like a paint up by numbers. They look at the painting that you made and then they’re like, I’m going to try and reproduce that for you and then they hand it back to you for you. Then to reproduce on camera or whatever and there becomes like this slow degradation of the quality of the message. That’s been my experience at least. And so it is my belief that you cannot outsource thought leadership. The thoughts have to come from you and as much as possible you should be the one self generating it. Now I get it.
Anthony Vicino [00:04:23]:
If you’re not a great writer, if you’re not great on camera, then don’t lean into the areas that don’t serve you right. Like in the beginning I just leaned into writing because that was where my strength was. And then in 2020 I started making videos and I really sucked. So I put out a ton of videos to practice on channels that nobody will ever see, they will never see the light of day. And then as I started getting more competent on camera, then we started increasing the quality and the output. And another note here is it’s okay to have your team help take the message and shine it up and polish it and make it pretty and add like the edits and whatnot. That’s totally cool. I think creation can be a team sport, but really the driving force behind the ideas and the thoughts, I really believe they need to come from you.
Anthony Vicino [00:05:10]:
And when you do that authentically. I think the content lands harder on people because there’s just something about it that rings more authentic and true. So if you’re out there and you’re thinking about, how do I grow my business through content creation? I want to be a content creator, but it feels like a lot of work. Well, the truth is it is. It is a lot of work. And it’s my primary job at invictus at beyond the apex. It is my primary job is content creation because everything else, like the fulfillment, the product design, the finance, all that stuff, there’s no incremental advantage to me doing those things, but there is an incremental advantage to me doing what I’m doing right now. So if I can outsource the bookkeeping to my accountant, I can outsource the customer service to the customer service expert, right? That’s not going to necessarily be better if I do those things.
Anthony Vicino [00:06:11]:
However, I can’t hire somebody to come and do this podcast for me. I can’t hire somebody to think my thoughts for me because that’s what’s bringing people into the business is. My personality, my thoughts, my frameworks, my beliefs in the world. It’s hard. Truthfully. It’s very hard. It’s very time consuming. It’s a flywheel that you always have to keep moving.
Anthony Vicino [00:06:31]:
So I hope this gives you maybe a new lens to think through this, as you’re maybe trying to figure out why your content’s not landing. You’ve been outsourcing it. You’re working with some media agencies, and that can be helpful. But at the end of the day, if it’s not landing how you want it to, maybe take a step back and ask yourself, is it because it’s not actually coming from me? That it’s not actually authentic to me? I’m just copying it from somebody else. I’m deriving my thoughts from another thought leader or because this person who is creating my scripts and my content for me, maybe they just don’t fully understand the deep nuances of what I do and how I say and what I’m this business model, and therefore it just doesn’t land. So something to think about here on whatever day this is that you’re listening to this, I have no clue. For me, it is a Thursday. For you, it could be a Tuesday.
Anthony Vicino [00:07:17]:
But I do hope it brought you some value. As always, guys and gals, I’m psyched to have you here. I’m looking forward to seeing you back around these parts tomorrow. But until then, styhra. Focus, my friend.
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