Feb. 23, 2025
Ep: 125: How to Kick Shiny Object Syndrome Out of Your Marketing | Guest Expert Caroline Crawford
This episode explores the importance of anchor content and how to achieve consistent marketing without feeling overwhelmed. The discussion includes strategies for avoiding shiny object syndrome, simplifying marketing efforts, and finding joy in content creation.
• Understanding anchor content as a marketing strategy
• The impact of shiny object syndrome on marketing efforts
• Simplifying content efforts by focusing on strengths
• Establishing a cadence for consistent output
• The value of conducting regular marketing audits
• Encouragement to embrace boring marketing for effective results
• Taking time to identify what resonates personally in marketing
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00:00 - Avoiding Shiny Object Syndrome in Marketing
16:05 - Simplifying Marketing Strategies for Success
28:20 - Building Consistent Brand and Marketing Strategy
43:24 - Growing the Tiny Marketing Community
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Welcome to Tiny Marketing.
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This is Sarah Noelle Block, and this is a podcast that helps B2B service businesses do more with less.
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Learn lean, actionable, organic marketing strategies you can implement today.
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No fluff, just powerful growth tactics that work.
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Ready to scale smarter?
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Hit that subscribe button and start growing your business with tiny marketing growing your business with tiny marketing.
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Hello, hello everyone.
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This is episode 125, and I'm Sarah Noelle Block.
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You're watching or listening to the Tiny Marketing Show.
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I want to thank you so much for being here today and cue you up for the topic we're talking about.
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So lately, inside of the Tiny Marketing Club, I've been getting a lot of questions about how I'm able to create so much content and I'm posting every day on LinkedIn.
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I have my weekly newsletter, I have my podcast, I have the YouTube show, and people that are not from my world they're not in marketing, they're solo consultants.
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They're solo in marketing, they're solo consultants, they're solo fractionals they're wondering how they can do the same thing.
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So I just wanted to let you in on a little secret I'm not doing that much.
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What you really need to do if you want to show up consistently, you want to build your visibility, but it's only you, because for me, it is only me.
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So I am the one who's editing my podcast, I'm the one who's posting it on YouTube, I'm the one who is breaking it up into little teachable moments for emails and social media.
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And here's the secret on how to do it.
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When it's only you have an anchor content, you need to have one thing that you are willing to commit to creating on a regular basis, and that one thing will feed everything else.
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So it might seem like I'm doing a ton of work.
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From the outside it looks like that, but what I'm actually doing is committing to that one thing.
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I'm producing a show a week and that is that.
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From there, I take that show and break it down into little teaching moments that I'll share on LinkedIn, that I'll share in my email newsletter or I'll expand on it for a master class or a paid training.
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So that's what's really happening behind the scenes For anybody who is watching me and wondering how I'm doing it all and I get that comment a lot, and that's the reason I'm bringing it up, because from the inside it doesn't feel like I'm doing it all, but from the outside it does.
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So I just want you to know I'm not.
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I'm not creating tons of content.
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I'm creating one thing and I am leveraging it to in as many possible ways that I can, and this is completely possible for you, and it doesn't have to look like a weekly show, like I can, and this is completely possible for you, and it doesn't have to look like a weekly show like I have.
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Maybe you have less time than that.
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It could look like a monthly training.
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It could look like a quarterly networking group.
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It can look a lot of different ways.
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So I just want to cue this conversation up to help you understand that you don't have to chase what other people are doing.
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You don't have to chase what I'm doing because from the outside it looks different than it does from the inside, and you need to do what works best for you and that is what's going to get you ahead.
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The best marketing is boring marketing.
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It's consistency.
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You can do that.
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That is well within your reach, and I hope that this episode with Carolyn Crawford, where we're talking about creating anchor content, boring marketing and how to kick shiny object syndrome out of your marketing, helps you understand that it looks different from the outside than what's really happening on the inside, and what I'm doing is very possible for you too.
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I hope you enjoy this one.
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Hey, hey, hey, carolyn, can you introduce yourself to the audience?
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Yes, thank you.
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First of all, thank you so much for having me.
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My name is Carolyn Crawford.
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I'm the founder of Cultivate Communications.
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We are a company that helps businesses align their business objectives with their marketing through holistic marketing solutions.
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So a lot of businesses that feel like they are just being very much overlooked by their marketing or they're just nothing's really working for them, we're the place to go to really help kind of clear out anything blocking them and get them integrated in holistic marketing strategies that really align with their sales objectives.
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Yeah, we speak the same language, definitely speak the same language.
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Definitely we're digging in real hard today on something that I talk about a lot, and that how to avoid shiny object syndrome when it comes to marketing.
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A lot of the people who listen to this show are factionals or consultants, they're solo businesses or one person marketing department and they have well, either they themselves are feeling this or they have presidents coming down at them and say I saw X doing this.
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Why aren't we doing that?
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Maybe you're on Instagram and you're seeing someone doing something You're like why aren't I doing that?
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It's so easy for us to chase, chase that and test something new out before ever seeing what's actually working for us in the first place, so I'm excited about it.
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I'm so excited to dive into it because, to everything you were saying, like that was my entire career before starting Cultivate, and this is and that is why I started Cultivate because I was like this is a problem Like the one.
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The second, you said one person, marketing departments.
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I was like, oh my God.
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Yeah me, that's me Exactly.
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Yeah, I feel you.
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That was me for seven years and it was a struggle.
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I had seven company presidents who are coming to me and seeing what other people are doing and asking me hey, can we test this out?
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But let's first talk about the pitfalls, when either someone is coming to us to do this or we start thinking that we need to be doing whatever else is doing, what can happen?
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Oh gosh.
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Well, I think, like exactly what you were saying.
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Like we start to think that we should be doing something someone else is doing, like the shoulds are the killers.
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Like I should be doing this, I should be doing that, just because you see someone else do it and you see them're seeing them far down the line by the time you actually see them right as an example.
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Someone could have been doing something for years and finally it's taking off.
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So I think, like what the disconnect, especially if you're getting you're getting fire?
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Like people are breathing fire down your neck because they should.
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You want, like the presidents of the companies want something, and like they're not patient with the results, like that's very difficult to explain.
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It takes time and marketing takes time and people because of that, like people think that they're doing something wrong.
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So therefore they're like oh my gosh, I'm doing something wrong, let me try this or let me try that.
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So they constantly start pivoting and this is where the vicious cycle starts to come into play, because you're either constantly pivoting, so you don't really know what's working and what's not.
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You're just seeing, okay, you're just feeling like nothing is working, and when you're copying what someone else is doing like they could have a very different audience, they could have a different system set up when it comes to their sales process.
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There's actually a lot of factors that kind of come into play, and so the shoulds are really what spikes the cycle and it keeps you ungrounded in terms of what really is going to work for your business and therefore all the strategies that you create.
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You actually just throw out the strategy, throw the strategies out the window and you're just throwing spaghetti on the wall.
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ultimately, is what happens yeah, I, I want to talk about that for a second, in that, when you are looking at what someone else is doing and you think that you need to be doing it too, you're.
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It's the iceberg perspective.
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You're seeing the tip of the iceberg.
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You're seeing what they allow you to see.
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You're not seeing the behind the scenes.
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The ad spend, the back-end strategies that we all have happening.
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You're only seeing seeing oh, look at that cool Instagram post or look at that ad or man, they get a lot of comments on LinkedIn or their podcast seems to be blowing up, but you're not seeing any of the back end that's making that actually work.
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So you're testing things from the iceberg perspective, where you're only seeing the parts they're allowing you to see.
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A hundred percent.
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I couldn't have said it better myself because and it's true, like I would say too, especially on the ad send piece, right, like people see ads posted like this is a perfect example of like a vicious cycle.
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It's like you see ads posted, you see people showing their results from their ads even our marketers showing results from the ads and you don't see the failed ad spend something that's working, and you think like, okay and like and it's interesting.
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This is the challenge with marketing.
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Right, like it can feel like it's so simple, because, like it can be very logical and it's just okay, post on social media, post on this.
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But there really is a science to it and every business is different.
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Yeah, and they are also filtering completely.
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So while they're telling you the successes that happened from it, yeah, they're not talking about the same as yours.
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They're only telling you their revenue numbers every single time, so it makes you feel like you're failing when you're not.
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For sure, and it's like a one-upmanship, essentially.
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That starts to happen.
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It's crazy, it's crazy.
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So, yes, I would say that those are the pitfalls, I mean, and there's probably more.
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But I think, like, when you are caught up in the shoulds, you are very vulnerable to a lot of gimmicks because you're going to get bombarded with people who say I can give you X leads in so many days, or I can make you X amount of followers, or whatever, whatever it is, and that's like that's just the evolution of the industry right now.
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There's so many templates, so many proven strategies and it, it, it ends up kind of doing a lot more harm than good, even though, like, yes, it's in, it was invented to help people and and and boost people up and kind of like, take some of the load off.
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But, at the end of the day, if you're doing it from a place where you're just like I should be doing this, you're not actually focusing on what is right for your business.
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Yeah, yeah.
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And I just want to grab onto one more thing that you said before we move on to the next point and that if you are trying something out and then bouncing to the next thing and you're not taking enough time to actually see if it works, I use a rule of thumb on that and that I allow myself to experiment with one thing.
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A quarter gives me 90 days to test it out.
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It's enough time to see if, like, the trajectory is going the right way.
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I could immediately see it's not.
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But I've been through that full 90 days to see what direction I see it going in the future and honestly, some things take years to see the true value of it, like this podcast, for example.
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The first two years all of the value that I got from my podcast was the people that I met, the biz, dev opportunities because it's an interview style podcast and referral partners, like people who I became friends with and turned into referral partners.
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But I had next to no listeners for a long time.
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I could get like 30 an episode and it took years for me to build enough momentum with my show for it to eventually turn into a nurture content where people were coming to my sales call and saying, hey, I've been listening to the show and then eventually it became a discovery type of content where people learned I existed in the first place because of it.
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But it takes a long time to see something through and see if it's working For sure A hundred percent.
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So let's say you're one of those people who are chasing what other people are doing and you're getting super excited and you're like, yay, I'm going to try this.
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And now you're overwhelmed.
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What's the first thing that you should do when you start to feel overwhelmed with your marketing.
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Yeah, first thing is to stop marketing, which a lot of people don't like the answer for.
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But it is true, like you, when I'm overwhelmed, for instance, powering through and getting into more of a vicious cycle just makes me more overwhelmed.
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It's just like that snowball effect, right?
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So when I'm overwhelmed, I need to take a second and I need to say, okay, what's really going on?
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How can I simplify this?
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Because when you're overwhelmed like overwhelmed starts because you just have so much that you feel that you have to do that you're just like then it starts to get you into analysis, paralysis, so you have to.
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The only way to to get out of that is not necessarily to power through.
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Sometimes you can, depending on what it is Right.
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Sometimes it's like there's a piece of your mind that's like OK, this feels like a lot, and you can talk yourself out of it and be like actually it's not, but that's like a skill set to kind of nurture.
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But ultimately, when someone's so overwhelmed with their marketing and they're like nothing is working, I'm putting all my energy, I'm on every freaking platform, I'm doing all the things Right they.
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The only way to really get clear is to stop, take a break, take a breather, not saying do it for long, but like, just stop.
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It's OK to stop.
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And then do an, be real with yourself, do an audit what is not working for you, what is working and what's kind of you want it to work, but it's just not really hitting the point right now or it's just not really getting the results that you want.
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Really identify and be very, very honest with yourself.
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Where are you putting your time, money and energy into?
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What are you getting back in return?
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Is there any benefit?
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Even if the benefit of is I just like doing it, that's a great benefit.
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You know any.
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Just really really being honest with yourself and what do you hate doing?
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That's also a big one, because people I do, I've done this Right, exactly.
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There are so many things that I'm like I just I don't like doing this.
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Why am I doing it?
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And then I had to cut it and so and people are afraid to cut things.
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So when you're overwhelmed with marketing, first step is to take a step back.
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Be really real.
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Find out what, what's not, what do you like, what do you hate, and then cut.
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Like cut, be vicious in your cutting?
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I do not, because here's the thing if you are doing too much and you don't like it, like you're basically half-assing all these things.
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Why not focus on things that you really, really want to see get off the ground?
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So your podcast is a perfect example.
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I would imagine, if you're anything like me, because I have had this feeling with your podcast at some point, especially in those early days, you were like, why am I doing this?
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Is this really working out?
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Is this really like I'm only getting 30 people listening, like it's not really benefiting, like whatever.
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But you stuck with it.
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If I had to make an assumption, because you there was a part of you that really loved it and loved doing, or you saw a bigger purpose for whatever, right all these stuck with it because I saw the early benefits.
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Like this is a great way to meet people exactly that and that's a great benefit.
00:17:46.035 --> 00:17:49.352
Right, and that's a perfect example, because it's not so.
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You were expanding your network, but it wasn't directly tying back to sales, right, or potentially not.
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Yeah, I mean it did tie back to sales, but it was through referrals with the guests rather than right now, so not right.
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Right, exactly, and obviously people started because they're like OK, I want more, I want these listeners to buy from me.
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Right, not always.
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That's not always how like the snowball effect works.
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It's oh, it's kind of it's through someone else's network and then eventually it starts to be a machine for you.
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But perfect example, right, like it was a great way for you to meet people, it was not harming you, you liked it enough to do it and you could repurpose the content and have it fuel other things.
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And I think that's what people need to pay attention to is what can I do that?
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I really enjoy doing that.
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Maybe it takes a little bit of time like producing a podcast takes time every week but how much it gives to other things that could help your marketing is a really good benefit.
00:18:55.934 --> 00:19:02.734
So I think that's really where you just start to kind of dissect, saying okay, I really like I had a client once.
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She was on everything.
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She was defeated by marketing and she, by the time I met with her, she was just so.
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She really was just depleted.
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She was like I'm on everything, my business is just failing.
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I know I'm doing emails, I'm on Twitter, I'm on Instagram, I'm on LinkedIn all of the social media platform, like, like all of the things.
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This is back when Twitter was Twitter, not X, but I and she was writing blogs and like also producing blogs for like outside publications, things like that.
00:19:35.484 --> 00:19:41.895
And I said and she was very frustrated and so during our session I was like, what do you actually like to do?
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She's like, well, I really like I like writing articles.
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I mean, I came from journalism and I really love writing articles.
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I'm like, okay, then we're going to cut everything else.
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And then I said what do you?
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What kind of platform do you like to be on most?
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Like what?
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Which one are you naturally on?
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She said Instagram.
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I said, okay, that's your social media platform.
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You're going to cut everything else out.
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Then I said for she has an email list, but not wasn't getting any upticks.
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I'm like you're going to repurpose the blog into emails and then into your social media posts.
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Within one month she literally cut her market.
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At first she was very overwhelmed because she was.
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She was like how can I cut things?
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Because people are so afraid to cut things.
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And within one month she cut her marketing by 50 percent at least and then immediately started seeing an uptick in her engagement.
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Well, she could actually produce something worthwhile because she had the time, and that blog or guest bloggingging, whatever she ended up going with is her anchor.
00:20:48.608 --> 00:20:55.246
And exactly, little content babies that see the other things that exactly we love the content baby.
00:20:55.246 --> 00:20:59.952
Oh my gosh, this, this show is my.
00:20:59.952 --> 00:21:04.058
Yes, little content babies, totally.
00:21:04.199 --> 00:21:09.751
A hundred percent, yeah, and she started to enjoy it too, and I think that really made a difference.
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And then, because she was doing things that were very intentional, it created more brand consistency.
00:21:18.646 --> 00:21:19.852
Yeah, that makes sense.
00:21:19.852 --> 00:21:33.686
And because she was just creating the one thing and then making it work for the other, like repurposing it so it worked for the other platforms, her messaging is going to be the same across everything.
00:21:33.686 --> 00:21:38.992
It's a matter of reformatting it so it works for that platform.
00:21:38.992 --> 00:21:43.518
I'm with you, I'm all on, all right there.
00:21:43.518 --> 00:21:48.445
I'm saying yes, yes, yes, nothing along, okay.
00:21:48.445 --> 00:21:56.739
So last thing, what is the strategy that works when you have a limited bandwidth?
00:21:56.739 --> 00:22:00.231
Let's say you're a solo entrepreneur.
00:22:02.236 --> 00:22:04.340
I would say keep it simple, right?
00:22:04.340 --> 00:22:05.805
Exactly what we were just talking about.
00:22:05.805 --> 00:22:07.248
What's going to produce content?
00:22:07.248 --> 00:22:11.115
Babies, you know, make them babies, right?
00:22:11.115 --> 00:22:21.069
And for some and it's going to vary, right, there are some people who go double down on Instagram because, and like, they love it and it works out for them.
00:22:21.069 --> 00:22:26.244
There are others who hate Instagram and that's not the approach for you, right?
00:22:26.244 --> 00:22:32.578
So it's like, don't feel like you have to do something because you know it can be successful.
00:22:32.578 --> 00:22:48.516
So, just, I would start simple and really determine OK, what is realistic for me to execute, given my limited resources, whether that's time, money or energy, and then what's going to be what's going to have a lot more longevity to it.
00:22:48.516 --> 00:22:53.477
So, again, going back to a podcast, you can literally start a podcast with no money if you really wanted to.
00:22:53.905 --> 00:23:05.915
All you need is a computer and Zoom and like the cost of a Zoom membership, if you really want or voice notes in your phone, whatever, like if you really want to be scrappy about it, like there are ways to start a podcast as an example.
00:23:06.016 --> 00:23:08.272
Right Jenna Kutcher's podcast.
00:23:08.272 --> 00:23:11.214
Originally she was just recording on her phone.
00:23:12.045 --> 00:23:14.025
That's yeah, exactly, exactly.
00:23:14.025 --> 00:23:22.819
So I, you can, I think it's a matter I would say keep it simple and keep that in mind across the board.
00:23:22.819 --> 00:23:26.768
Simple and keep that in mind across the board.
00:23:26.768 --> 00:23:36.229
But then, when it comes to figuring out specifically, like what is it that I should do Pay attention to when you feel most confident talking about your business or the things that you talk about?
00:23:36.229 --> 00:23:41.747
So, for instance, I personally prefer to chat with people.
00:23:42.308 --> 00:23:45.526
So, that's why I started my own podcast, because I can talk with people.
00:23:45.526 --> 00:23:47.711
I can talk to people all day long about marketing.
00:23:47.711 --> 00:23:48.816
It's like a whole situation.
00:23:48.816 --> 00:23:54.478
So I was like that's a really natural initiative for me to take from my brand.
00:23:54.478 --> 00:24:00.067
Obviously, here are all the other benefits that can come with it, but this was this was a medium that I felt comfortable.
00:24:00.469 --> 00:24:03.336
In the case of that client, right, she didn't feel comfortable.
00:24:03.336 --> 00:24:08.726
She was.
00:24:08.726 --> 00:24:10.974
She was doing YouTube videos but had to read off of the script because she was uncomfortable with her video.
00:24:10.974 --> 00:24:11.960
She was uncomfortable videotaping herself.
00:24:11.960 --> 00:24:13.326
Yeah, I said that's not a medium you should do that.
00:24:13.326 --> 00:24:17.797
You should work on right now, like maybe later, you never know, but like right now.
00:24:17.797 --> 00:24:21.009
No, so writing was what was comfortable for her.
00:24:21.009 --> 00:24:24.237
So you have to determine, like, how do you best communicate?
00:24:24.237 --> 00:24:32.448
And it does vary by person.
00:24:32.448 --> 00:24:32.950
Not everyone wants you.
00:24:32.950 --> 00:24:35.298
Don't need to hop on reels every single day if that's not something you're comfortable with.
00:24:35.298 --> 00:24:55.953
It's worse to do something that goes so against your natural rhythm and force yourself to do it because, people, it's just not natural and it's not engaging for the person listening or watching or reading yeah, the other person can feel that this doesn't feel right to you, that it feels totally to you one thousand percent.
00:24:56.174 --> 00:24:57.237
One thousand percent.
00:24:57.237 --> 00:25:01.385
So I would say understand how you best communicate.
00:25:01.385 --> 00:25:03.346
What makes makes you excited, what makes you comfortable.
00:25:03.346 --> 00:25:29.357
If you want to speak, start a podcast or be on podcast or whatever you know, whatever that looks like for you, the only way to do it is by really understanding who you are, what you like to do, what feels comfortable, even if it's a little scary at first.
00:25:29.357 --> 00:25:31.719
There's a difference, like there's a difference between it?
00:25:31.878 --> 00:25:33.538
Yeah, Everything is scary.
00:25:33.538 --> 00:25:40.082
So, like sure, Even if you're comfortable with like speaking and writing, like when I first launched my podcast, it was very, very scary.
00:25:40.082 --> 00:25:41.103
I was like what am I doing?
00:25:41.782 --> 00:25:43.663
You should see my early videos.
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