March 2, 2025 • 15 mins
You’ve probably heard it a thousand times:
If you want to grow your brand, you need to post content everywhere, every day:
Blog posts. Instagram. LinkedIn. YouTube. Email.
It’s a never-ending cycle.
And if you’re not showing up constantly,
you might as well be invisible… right?
Well, I’m here to tell you—that’s a myth.
More content doesn’t mean more clients.
In fact, creating too much content might actually be hurting your business.
(because you're spending all your time on social media - instead of working on your business)
So in this episode, I’m showing why the content gerbil wheel is a waste of your time—And how you can replace it with a smarter, more strategic way to attract high-quality leads that come pre-sold and ready to buy.
Stay tuned because this is going to change the way you think about content...
Resources
New Masterclass! Fill your coaching or consulting practice with 10-20 ideal clients while doing what you’re best at & what you love most.
Join the “Make Coaching Your Marketing masterclass (It’s FREE!)
If you're the best-kept secret in your industry, it's time to change that.
Because when you start showing up with clarity, confidence, and the right content—your ideal clients won't just notice you. They'll choose you.
Don’t miss your chance to get a free video brand assessment to start creating videos that actually work for your business.
Schedule your video brand assessment here >
Thanks for tuning in. If you found this episode helpful, share it with another expert entrepreneur who’s ready to stop blending in.
And I’ll see you next time—on The Standout Business Show.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brad Powell (00:05):
Most entrepreneurs are thinking that content
creation, that is somethingabsolutely separate and
distinctive and that they haveto do as an extra chore.
But when you start seeing allthe stuff in your day-to-day,
your regular business activities, as your content machine, all
this changes.
(00:26):
You're no longer creating,you're simply capturing and
documenting what's alreadyhappening.
Most interactions that we have,whether we're on a podcast,
when we're in a meeting, on aZoom call all of these things
can easily be recorded just byhitting record.
And now you're in the moment,you're in your zone of genius
(00:48):
and bonus you are creatingcontent, and it's your very best
kind of content.
Welcome to the Standout BusinessShow.
I'm Brad Powell, your standoutcoach, and this is where it's
all about making a biggerdifference by doing business
differently.
And today I am going to betalking about how to transform
(01:13):
your expert business within thenext 20 minutes.
Can you imagine All right, soyou've probably heard it at
least a thousand times, if notmore, that if you want to grow
your brand, you need to postcontent everywhere, every day,
and that includes everythingfrom blog posts to Instagram, to
(01:36):
LinkedIn, to YouTube, to youremail, and it becomes this never
ending cycle.
And if you're not showing upconsistently, you might as well
be invisible, right?
Sound familiar?
Well, I'm here to tell you thatthis school of thought is a big
, fat myth, because more contentand this has been my experience
(01:59):
more content does notnecessarily equal more clients.
In fact, by creating too muchcontent, you might actually be
hurting your business, andthat's because you're spending
all this time posting all overthe place instead of working on
your business.
So today, I want to show youwhy the content gerbil wheel is
(02:26):
actually a big waste of yourtime and how you can replace it
with a smarter, more strategicway to attract high quality
leads that come pre-sold andready to buy.
So stay tuned, because this isgoing to change the way you
think about your content, andwith that, let's start the show.
(02:58):
So you might be thinking OK,brad, I get it, I don't need to
create more content, but wheredo I actually find the content
that resonates?
Do I actually find the contentthat resonates?
So what I'm going to share iswhat I'm calling my zone of
genius process for finding yourbest content.
And where do you find it?
Well, all you need is yourcalendar, because here's the
(03:20):
good news you don't have tocreate new content.
Your best content is alreadyhappening.
It's just not being captured.
And to find it, you only needone thing, and that is your
calendar.
So here's what I want you to doGo back.
You can do this right now.
(03:41):
Go back and look at yourcalendar from last week Every
meeting, every client call,every podcast interview, every
coaching session, every teamcheck-in, everything that had
you showing up and speaking.
The reason you do this isbecause those moments are where
(04:02):
your real expertise is alreadyon display.
Most entrepreneurs neverrealize this.
They're so focused on contentcreation, and becoming a content
creator is something that'sseparate.
They see that, oh, I got to dothis other thing.
That's separate from my actualwork, when, in reality, your
very best content is alreadyhappening, naturally in these
(04:25):
everyday interactions.
So here's a real world example.
Imagine that last week you hada client call.
You were helping someone workthrough a challenge in their
business Maybe they werestruggling with sales calls and
you walked them through astrategy that immediately
clicked for them.
Well, most entrepreneurs wouldjust move on from this.
(04:50):
They wouldn't think twice aboutthat conversation that they
just had.
But if you stop and analyze it,that one moment holds at least
five pieces of content.
So here we go?
We're going to break it downFive pieces.
Number one the problem thatthey were facing.
(05:10):
You can turn this into a postthat speaks directly to people
who were struggling with thesame problem.
Number two the solution thatyou presented, and this could
become a video where you walkthrough the exact advice that
you gave.
Number three the breakthroughmoment.
You can create short form clipssharing the aha, the light bulb
(05:34):
, that realization that cameeither from you or from your
client, that changed how theythink about the work that
they're doing.
Number four you could share apersonal story.
If you've been through the samekind of struggle, you can tell
your own story of how youovercame it.
And number five a question foryour audience.
(05:57):
You can end your post or youcan make up a whole new post
with a call to action like haveyou ever struggled with this
same thing?
Drop a comment down below.
Tell me what your story is.
One conversation that you had.
Five pieces of powerful,resonant content.
And the best part you don'thave to create any of it from
(06:22):
scratch.
It was already there.
It's something you already did.
Here is I'm just going to drillthis in the four question
framework for finding your zoneof genius moments.
Now you can do this foryourself, week after week.
For each item in your calendarfrom last week, ask yourself
(06:46):
these four questions whatproblems did I solve?
You know, every time you helpsomeone solve a challenge,
that's content.
Remember that people buysolutions.
So if you've helped someonethrough a struggle, chances are
your audience needs the sameinsight.
Question number two whatquestions did you answer?
(07:10):
Every time a client or a teammember or an audience member
asks you a question, that'sproof of what people want to
hear from you.
So if one person asks, there'sprobably hundreds more who are
wondering the same thing.
Question number three whatrealizations did you have?
(07:30):
Did you have any aha momentslast week?
Did something happen where youwent oh boom, I have this great
new idea, any kind of shift inyour perspective from your old
way of thinking to the new wayof thinking?
Well, share those realizations.
People love learning from you,especially when you are sharing
(07:52):
the journey that you are on.
And number four, which isrelated number three what are
the stories that you can tell?
People connect most and youwill become most memorable
because of the stories that youtell, instead of the strategies
that you share.
You can say a whole bunch ofinformation.
You can give a presentation andgo through all the bullet
(08:14):
points, but what people willtake away is if you share an
anecdote or a story that hasemotional content that they can
relate to and they can connectwith.
So if you are documenting thesefour kinds of things every
single week, you're never goingto run out of content and, more
importantly, it'll be the kindof content that resonates most
(08:38):
deeply with your audience.
Why does this process work?
What is the shift in your head,the mindset shift that you
probably need to make to do this?
Well, most entrepreneurs arethinking that content creation,
that is something absolutelyseparate and distinctive and
that they have to do as an extrachore.
(08:59):
But when you start seeing allthe stuff in your day-to-day,
your regular business activities, as your content machine, all
this changes.
You're no longer creating,you're simply capturing and
documenting what's alreadyhappening, and I've talked about
this before in the past.
(09:20):
In fact, there's a previousepisode where I broke down the
same problem questionrealization stories in great
detail, and in that episode Iwas talking about how you can go
back and take those ideas andthen go and create new content.
But what I'm going to suggestnow is that actually?
Now?
(09:41):
What you want to do is lookforward into your calendar and
say, oh, what are these samekinds of things that are going
to happen in the near futurethat I can capture simply by
recording them?
Because most interactions thatwe have, whether we're on a
podcast, when we're in a meeting, on a Zoom call, all of these
(10:03):
things can easily be recordedjust by hitting record.
And now you're in the moment,you're in your zone of genius
and bonus.
You are creating content, andit's your very best kind of
content, for all the reasonsthat I just described.
(10:24):
Right now, this is what I wantyou to do.
Go look at your calendar fromlast week.
Go look at your calendar fromlast week.
Pick just one call, one meetingor one conversation, and when
are you going to have that againin your future.
Run it through thefour-question framework and see
what content ideas might comeout of that when that meeting
(10:52):
happens in the future.
Record it and then apply thosefour questions to it and you
will have so many ideas aboutwhat you can be talking about as
time goes on and you will starttraining yourself so that when
you're in these bite-sizedthings that make for good
content, you know, politiciansare super good at this.
(11:13):
They go out into the world,they get on interviews, they
make their speeches, they do allthese things, but they know
that whatever happens, likewhatever question they're going
to be asked, they know that.
I have these four things that Ialways want to talk about and
these are the main points that Iwant to get across, and they're
really good at articulatingthat clearly and making their
(11:35):
point come across clearly anddoing it in a succinct manner so
that now that one little piececan be turned into content and
spread out all over the internetor turned into a thread or a
simple one-line text post thingslike that.
And you want to be trainingyourself to become good at this
(11:56):
kind of thing so that you, too,can be in the moment, in your
zone of genius.
All of this comes naturally.
It's just coming right out ofyour head and your own expertise
, and you are genuinely helpingpeople by actually showing how
you help them and when you'redoing this kind of content, you
(12:16):
are giving people the experienceof what it's like to work with
you and giving them theexperience of getting the
results that they are lookingfor.
This is the secret to marketingthat actually works better, you
know, because it's not justshowing up, it's not just
creating tons of content andputting out all over the place.
It's actually letting peopleexperience what it's like to
(12:40):
work with you before they everbuy.
And this is exactly what I'mgoing to be presenting in a free
masterclass that I'm hosting.
It's called Make Coaching yourMarketing and it's presenting my
experience.
First marketing process.
Go to awesomevideomakerscomslash blueprint and you will
(13:06):
find the new date for when.
I'm doing it again next month,and it doesn't matter if you're
listening to this.
Sometime in the future I'mgoing to be doing this monthly,
so you can always find anupcoming date for this
particular presentation.
This is probably the biggestmind bending shift that I've had
in my own business and then I'mhelping to engender in my
(13:27):
clients' businesses in this pastyear, and it's made all the
difference in terms of my ownapproach to how I look at how do
you market well and how do youmarket in a way that truly
resonates with your audience andbrings them along with you in
the moment, because they'reactually seeing you doing the
(13:51):
thing that you do really welland they're experiencing what
it's like to work with you,because this is what you're
doing and you're showing exactlywhat you're up to, what you
believe in, what your processesare like, and you can do this in
real time, you know, as adocumentarian, with all of the
(14:15):
work you're doing, quitenaturally, and you don't have to
add new stuff to your plate tomarket yourself really well.
So I'd love to have you join mein my next masterclass.
Just go toawesomevideomakerscom.
Slash blueprint, it's free andI'll see you there.
Thanks so much for listening.
(14:42):
I just want to remind you thatif you'd like to go and get the
entire archive of the StandoutBusiness Show, just go to
standoutbusinessshow.
It's all there, all the audio,all the video and all the extra
stuff that I put in there justfor listeners, and we normally
go live on Tuesdays at 11 amEastern Time.
(15:04):
So until the next time, so long.
Most entrepreneurs are thinking that content
creation, that is somethingabsolutely separate and
distinctive and that they haveto do as an extra chore.
But when you start seeing allthe stuff in your day-to-day,
your regular business activities, as your content machine, all
this changes.
(00:26):
You're no longer creating,you're simply capturing and
documenting what's alreadyhappening.
Most interactions that we have,whether we're on a podcast,
when we're in a meeting, on aZoom call all of these things
can easily be recorded just byhitting record.
And now you're in the moment,you're in your zone of genius
(00:48):
and bonus you are creatingcontent, and it's your very best
kind of content.
Welcome to the Standout BusinessShow.
I'm Brad Powell, your standoutcoach, and this is where it's
all about making a biggerdifference by doing business
differently.
And today I am going to betalking about how to transform
(01:13):
your expert business within thenext 20 minutes.
Can you imagine All right, soyou've probably heard it at
least a thousand times, if notmore, that if you want to grow
your brand, you need to postcontent everywhere, every day,
and that includes everythingfrom blog posts to Instagram, to
(01:36):
LinkedIn, to YouTube, to youremail, and it becomes this never
ending cycle.
And if you're not showing upconsistently, you might as well
be invisible, right?
Sound familiar?
Well, I'm here to tell you thatthis school of thought is a big
, fat myth, because more contentand this has been my experience
(01:59):
more content does notnecessarily equal more clients.
In fact, by creating too muchcontent, you might actually be
hurting your business, andthat's because you're spending
all this time posting all overthe place instead of working on
your business.
So today, I want to show youwhy the content gerbil wheel is
(02:26):
actually a big waste of yourtime and how you can replace it
with a smarter, more strategicway to attract high quality
leads that come pre-sold andready to buy.
So stay tuned, because this isgoing to change the way you
think about your content, andwith that, let's start the show.
(02:58):
So you might be thinking OK,brad, I get it, I don't need to
create more content, but wheredo I actually find the content
that resonates?
Do I actually find the contentthat resonates?
So what I'm going to share iswhat I'm calling my zone of
genius process for finding yourbest content.
And where do you find it?
Well, all you need is yourcalendar, because here's the
(03:20):
good news you don't have tocreate new content.
Your best content is alreadyhappening.
It's just not being captured.
And to find it, you only needone thing, and that is your
calendar.
So here's what I want you to doGo back.
You can do this right now.
(03:41):
Go back and look at yourcalendar from last week Every
meeting, every client call,every podcast interview, every
coaching session, every teamcheck-in, everything that had
you showing up and speaking.
The reason you do this isbecause those moments are where
(04:02):
your real expertise is alreadyon display.
Most entrepreneurs neverrealize this.
They're so focused on contentcreation, and becoming a content
creator is something that'sseparate.
They see that, oh, I got to dothis other thing.
That's separate from my actualwork, when, in reality, your
very best content is alreadyhappening, naturally in these
(04:25):
everyday interactions.
So here's a real world example.
Imagine that last week you hada client call.
You were helping someone workthrough a challenge in their
business Maybe they werestruggling with sales calls and
you walked them through astrategy that immediately
clicked for them.
Well, most entrepreneurs wouldjust move on from this.
(04:50):
They wouldn't think twice aboutthat conversation that they
just had.
But if you stop and analyze it,that one moment holds at least
five pieces of content.
So here we go?
We're going to break it downFive pieces.
Number one the problem thatthey were facing.
(05:10):
You can turn this into a postthat speaks directly to people
who were struggling with thesame problem.
Number two the solution thatyou presented, and this could
become a video where you walkthrough the exact advice that
you gave.
Number three the breakthroughmoment.
You can create short form clipssharing the aha, the light bulb
(05:34):
, that realization that cameeither from you or from your
client, that changed how theythink about the work that
they're doing.
Number four you could share apersonal story.
If you've been through the samekind of struggle, you can tell
your own story of how youovercame it.
And number five a question foryour audience.
(05:57):
You can end your post or youcan make up a whole new post
with a call to action like haveyou ever struggled with this
same thing?
Drop a comment down below.
Tell me what your story is.
One conversation that you had.
Five pieces of powerful,resonant content.
And the best part you don'thave to create any of it from
(06:22):
scratch.
It was already there.
It's something you already did.
Here is I'm just going to drillthis in the four question
framework for finding your zoneof genius moments.
Now you can do this foryourself, week after week.
For each item in your calendarfrom last week, ask yourself
(06:46):
these four questions whatproblems did I solve?
You know, every time you helpsomeone solve a challenge,
that's content.
Remember that people buysolutions.
So if you've helped someonethrough a struggle, chances are
your audience needs the sameinsight.
Question number two whatquestions did you answer?
(07:10):
Every time a client or a teammember or an audience member
asks you a question, that'sproof of what people want to
hear from you.
So if one person asks, there'sprobably hundreds more who are
wondering the same thing.
Question number three whatrealizations did you have?
(07:30):
Did you have any aha momentslast week?
Did something happen where youwent oh boom, I have this great
new idea, any kind of shift inyour perspective from your old
way of thinking to the new wayof thinking?
Well, share those realizations.
People love learning from you,especially when you are sharing
(07:52):
the journey that you are on.
And number four, which isrelated number three what are
the stories that you can tell?
People connect most and youwill become most memorable
because of the stories that youtell, instead of the strategies
that you share.
You can say a whole bunch ofinformation.
You can give a presentation andgo through all the bullet
(08:14):
points, but what people willtake away is if you share an
anecdote or a story that hasemotional content that they can
relate to and they can connectwith.
So if you are documenting thesefour kinds of things every
single week, you're never goingto run out of content and, more
importantly, it'll be the kindof content that resonates most
(08:38):
deeply with your audience.
Why does this process work?
What is the shift in your head,the mindset shift that you
probably need to make to do this?
Well, most entrepreneurs arethinking that content creation,
that is something absolutelyseparate and distinctive and
that they have to do as an extrachore.
(08:59):
But when you start seeing allthe stuff in your day-to-day,
your regular business activities, as your content machine, all
this changes.
You're no longer creating,you're simply capturing and
documenting what's alreadyhappening, and I've talked about
this before in the past.
(09:20):
In fact, there's a previousepisode where I broke down the
same problem questionrealization stories in great
detail, and in that episode Iwas talking about how you can go
back and take those ideas andthen go and create new content.
But what I'm going to suggestnow is that actually?
Now?
(09:41):
What you want to do is lookforward into your calendar and
say, oh, what are these samekinds of things that are going
to happen in the near futurethat I can capture simply by
recording them?
Because most interactions thatwe have, whether we're on a
podcast, when we're in a meeting, on a Zoom call, all of these
(10:03):
things can easily be recordedjust by hitting record.
And now you're in the moment,you're in your zone of genius
and bonus.
You are creating content, andit's your very best kind of
content, for all the reasonsthat I just described.
(10:24):
Right now, this is what I wantyou to do.
Go look at your calendar fromlast week.
Go look at your calendar fromlast week.
Pick just one call, one meetingor one conversation, and when
are you going to have that againin your future.
Run it through thefour-question framework and see
what content ideas might comeout of that when that meeting
(10:52):
happens in the future.
Record it and then apply thosefour questions to it and you
will have so many ideas aboutwhat you can be talking about as
time goes on and you will starttraining yourself so that when
you're in these bite-sizedthings that make for good
content, you know, politiciansare super good at this.
(11:13):
They go out into the world,they get on interviews, they
make their speeches, they do allthese things, but they know
that whatever happens, likewhatever question they're going
to be asked, they know that.
I have these four things that Ialways want to talk about and
these are the main points that Iwant to get across, and they're
really good at articulatingthat clearly and making their
(11:35):
point come across clearly anddoing it in a succinct manner so
that now that one little piececan be turned into content and
spread out all over the internetor turned into a thread or a
simple one-line text post thingslike that.
And you want to be trainingyourself to become good at this
(11:56):
kind of thing so that you, too,can be in the moment, in your
zone of genius.
All of this comes naturally.
It's just coming right out ofyour head and your own expertise
, and you are genuinely helpingpeople by actually showing how
you help them and when you'redoing this kind of content, you
(12:16):
are giving people the experienceof what it's like to work with
you and giving them theexperience of getting the
results that they are lookingfor.
This is the secret to marketingthat actually works better, you
know, because it's not justshowing up, it's not just
creating tons of content andputting out all over the place.
It's actually letting peopleexperience what it's like to
(12:40):
work with you before they everbuy.
And this is exactly what I'mgoing to be presenting in a free
masterclass that I'm hosting.
It's called Make Coaching yourMarketing and it's presenting my
experience.
First marketing process.
Go to awesomevideomakerscomslash blueprint and you will
(13:06):
find the new date for when.
I'm doing it again next month,and it doesn't matter if you're
listening to this.
Sometime in the future I'mgoing to be doing this monthly,
so you can always find anupcoming date for this
particular presentation.
This is probably the biggestmind bending shift that I've had
in my own business and then I'mhelping to engender in my
(13:27):
clients' businesses in this pastyear, and it's made all the
difference in terms of my ownapproach to how I look at how do
you market well and how do youmarket in a way that truly
resonates with your audience andbrings them along with you in
the moment, because they'reactually seeing you doing the
(13:51):
thing that you do really welland they're experiencing what
it's like to work with you,because this is what you're
doing and you're showing exactlywhat you're up to, what you
believe in, what your processesare like, and you can do this in
real time, you know, as adocumentarian, with all of the
(14:15):
work you're doing, quitenaturally, and you don't have to
add new stuff to your plate tomarket yourself really well.
So I'd love to have you join mein my next masterclass.
Just go toawesomevideomakerscom.
Slash blueprint, it's free andI'll see you there.
Thanks so much for listening.
(14:42):
I just want to remind you thatif you'd like to go and get the
entire archive of the StandoutBusiness Show, just go to
standoutbusinessshow.
It's all there, all the audio,all the video and all the extra
stuff that I put in there justfor listeners, and we normally
go live on Tuesdays at 11 amEastern Time.
(15:04):
So until the next time, so long.
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