We all know about 'scope creep' or 'mission creep': we plan to do one thing, and it leads on and on to other jobs.
We wanted to grow just a few veggies in our allotment; we now have vines growing, and in a few years, we'll need to create wine labels for McPlonk. I planned to paint my office white because the dusky pink wasn't working; the next minute, I had a new sofa and rug, moved the desk around, and needed extra bookshelves and lots more plants.
Do you have a version of this going on in your business? For example, if you plan to update your website, will you also retag blog posts, improve product photography and descriptions and increase your prices? You will need to tell your community about these changes through email marketing and social media and maybe a video and...and...
Allowing tasks to creep like this can be fun and experimental, pushing us to learn new skills. The balance tips when they become burdensome or so knotted in your mind that there are no apparent threads to pull. What do we do then? Here are three ideas that help me:
Braindump- get the largest piece of paper and the most colourful pens you can find, and write down all the things you 'need' to do. Add a star next to the non-negotiables. Put a question mark next to anything you can push to the future with no severe consequences. What's in between are probably the most anxiety-inducing tasks. Create some order and structure. For example, which ones excite you, which jobs will involve the steepest learning curves or require additional support?
Reuse, repurpose, recycle - many of the jobs on your list, if they are like mine anyway, will include content creation. We don't need to reinvent the wheel. If the task 'take photos for Instagram' lingers on your list, makes you screw up your eyes so you can't see the words, then go back over what you've already posted online and figure out what you can repurpose and reuse. Did a photo/ caption/ subject/ question go well the first time? Use it again! (More on this below….scroll down to The Garden Shed).
Create some accountability - If the scope creep means you avoid tasks, work with a mentor, create a shared Notion board with a business buddy, share your ideas with a membership group or community and ask for someone to check in on you. Set up co-working sessions. Know you're not alone. It's the messy part of running a creative business.
I'd love to know your approach to scope creep. Share your tips with me, and I'll pass them on to the community!
In this section, I share helpful, practical ideas and tools to use in our small, creative businesses - and I share them in a jargon-free way. Hoorah! Please think of this as a communal shed on an allotment where we skillshare and swap best practices for online shopkeepers.
This week, let's chat about repurposing our content. We are busy people, and so are our customers and online audience. It is AOK to reuse, recycle and repurpose content (and if it's exciting and engaging the first time around, we won't bore people, I promise).
It makes sense to put your efforts into content with the longest legs and the widest reach, especially if your time is stretched. So let's think about the lifespan of content. Marketers guess at this, especially because some vital posts resurface years later, but roughly we know that:
Instagram post/ story/ Reel - around 21-48 hours hours
Facebook post - 5 hours
Pinterest - 4 months to a year (depending on the seasonality)
A blog post -two years (especially if it's optimised and shared elsewhere)
Often, I advise clients to start with a cornerstone piece of content and work out how to use the core message in various places. For example, repurpose a 'newsletter' email that promotes a new collection into a blog post, several Instagram posts (Reels, grid posts, a Guide, stories); resize an Instagram graphic in Canva to use on Pinterest. It's not about spreading yourself thinly but about working efficiently and impactfully. Repeating the same information in several formats is sensible marketing.
If big-brand greenwashing exhausts you, focus on small businesses who operate with integrity. I adore Maren and Wild candles and their thoughtful product development.
We have masses of wild garlic (a gift from a friend!) and plan to stretch my scone-making skills with this recipe from Anna Jones (thanks for the tip-off Lisa!).
Welcome to this week's new subscribers - Cinzia, Jessica, Barbara, Sonal, Sarah, Jules, Liz, Deryn, Claire, Shelley, Joy, Fee, Caroline, Janette, Marita, Jess, Dawn, Anne, Debbie, Marna, Paige, Patricia, Ghislaine, and two Suzannes! A big hearty, huggy hello to you.
I'd love to know your thoughts, comments, feedback, and suggestions as I develop Firain - a place where I support creatives to plan, open and grow online shops. Get in touch if you fancy a natter and to work together one-to-one. I have limited space in May and June for new clients, and will always offer a 10% discount to returning clients.
Thank you for your continued support and for allowing me to greet you in your inbox.
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