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We're all wandering around talking a big game about wanting to be thought leaders who have big, boundless opinions and singular voices that get us noticed by our ideal buyers.
But something happens when we sit down to create a piece of content. We flip a switch and we turn the unique aspects of our personality off. We crush every syllable, punctuation mark, and sentence through a restrictive, buttoned-up translation machine, so we all end up sounding just like everyone else.
Now, to be fair, I used to be the same way. I didn't always throw Godfather and Han Solo references around with reckless abandon. I used to be petrified that, being in a B2B industry where I needed to be "taken seriously," my real self was not enough.
Clearly, that's since changed.
So, in this episode, John and I pull back the layers on this problem and discuss:
Why we sterilize our voices in our business content
Why it's so important (and profitable) that we overcome this
How exactly to do it in your content (both written and video)