Sometimes, the work you need to do is already done.
You just have to recognize it.
Earlier this week, I was thinking about my website’s bait piece. It’s pretty good, I think, and I was quite proud of it when it was done. But I wasn’t ready for it.
I put it on my website and it just sat there. In case.
I used it in my communications, of course. And I referred to it as an example, too. But I never promoted it for its own sake. And I certainly never “launched” it.
Now it’s been a while, and the paper’s getting kind of dated. The survey it was based on is over a year old now. I suppose I can’t really call it my “brand-new” white paper anymore, even though it would be new material for most readers. So I started thinking about replacing it.
I was thinking about all these big project ideas. White papers and e-books and videos … and then I considered the time it would take.
Not gonna happen. At least not right now. Sure, I could find the time to do it — but it would be at the expense of other projects that are more important.
So my bait piece would have to stay put. It might not be fresh, but at least online, it can’t collect any dust.
But what if there were another way to replace it?
Suddenly, I had an idea.