Mice, rats, spiders, enclosed spaces and clowns are all things that people fear LESS than public speaking. I’d take my chances with a 60-second pitch at a networking meeting over being locked in a cupboard with a clown and I’ve been to some strange meetings… Public speaking is a common fear encountered in the workplace – people can feel very vulnerable and uncomfortable. Thankfully, organisations are increasingly supportive and provide training and support for their teams. As a well-understood fear, colleagues are generally sympathetic to glossophobia.
What I have begun to observe amongst my peers is a growing incidence of scriptophobia, the fear of writing in public. As a social anxiety, this fear is rooted in worries about being wrong, looking silly or being negatively evaluated. While most people may not describe themselves as having a writing phobia, many will admit not enjoying it. Presenting information coherently in writing is a skill that often we do not need to practice once we have left school. Especially now that communication is often in text messages, email or social media. Long-form content, such as letters or reports, are rarer. Nevertheless, there are times when public writing is necessary, and it can cause stress and worry.
If you run a business, you will need to put your thoughts into writing. Tenders, case studies, award nominations, website copy, blogs, marketing materials and press releases are all forms of content that can help you grow your audience and increase sales. If you are running a small business you are likely to be trading services or products based on your skills, and these probably don’t involve writing.
Most businesses are at least on board with having a website now. Some will run their whole operation via a website. Others will use it as a place to find the address and contact details with maybe a brief description of what they do. I use business websites a lot in my work – I ran my website in my own business; when I was targeting some partner businesses in my last role I would research them beforehand; and as a buyer in retail, I used them to find suppliers. Websites I commonly encounter usually have a home page, about page, contact page and some sort of services page. There may also be a link to a Facebook or Twitter presence. Frequently now, though, we are seeing blogs on websites.
For this reason alone, other people are doing it; people are bolting on a blog to their website with some vague notion they will write the occasional article about their business. Your nephew might have told you, you need a blog. Your friends who know something about marketing all have blogs and you have heard that some businesses even have blogs that create their own revenue stream.
You think it’s worth a shot and send an email off to the web guy or girl to add a blog to the website or think about signing up to one of the many blog platforms and ‘have a go’. But before you do, I ask you to think about these points.
I know how hard it is to build Facebook reach for a business page. It’s something I have worked very hard on in the past. Like most things worth having, it’s right that it’s difficult and it’s right that you have to do a good job to get results. If it was easy then everyone would be doing it and how would you stand out from your competition?
Understanding how media companies work
Facebook offers a huge opportunity to reach an audience with no cost to entry. For FREE you can start a business page, share content and reach people based on their age, gender, geography, and interests. Facebook, however, is a business. It has to pay salaries and create a profit for its shareholders. Just like yours. It also has a duty to its members to serve content that they find interesting. This is why they regularly change things. Facebook want to offer a better experience to its members, keep members logging in and to encourage interactions. Otherwise, they have no platform at all.