Everyone is tempted to announce their good intentions.
You see this at the turn of the year, don’t you? for some reason, everyone who wants to do something to change his or her life feels compelled to announce it. You’ve probably done it yourself: Told your spouse that this year you’re going to walk every evening; told your co‐workers that you’re going to read 20 books this year; told your friends that you’ve decided this year is the year (for your whatever thing).
People do it because they get excited.
In the moment, it feels absolutely certain. Your enthusiasm is peaking, everything you look at is pink with your rose‐coloured glasses. You can’t see the downside, or the dark side, or, frankly, any other side.
Right now, the sunshine is warm on your face and you’re basking in the glory.
Trouble is, you haven’t done anything yet.
As the Mojo Master, Michael Johnson, explains so well, you do ok for the first week. But by the second week of eating like a rabbit, your brain is going — to quote the Master — ‘pizza pizza pizza pizza pizza pizza’. By Friday that week, it’s not just murmuring the sweet nothings of pizza in your ear, it’s shouting PIZZA PIZZA PIZZA PIZZA PIZZA PIZZA, and you give in! What’s one week, you think. I’ve been good for a fortnight. And anyway, you’ll work it off at the gym tomorrow.
Then you stay up late, and miss the gym.
Pretty soon you’re back to where you began. You’ve been here, right? I’m not the only one who recognises this pattern?
This is similar to what happens when you set a new publishing schedule and feel moved to announce it to the world.
Once you do that, you:
- feel pressure to achieve it
- get stressed out when you don’t achieve it
- start apologising in your blogs for not doing it
- start apologising in your blogs when you finally do it again
… in short, you completely erode your brand because you look like a goddamned amateur.
When you first start publishing consistently, who reads your work?
Honestly. Who’s going to notice that you missed a day? And, far more importantly, why do you even care what they think?
Setting a production schedule in public means that you have to be 150% certain that you can do it.
If I couldn’t achieve one email a day to my Daily Tips Email list, do you think I’d call it the Daily Tips Email? You bet your sweet backside I wouldn’t. I’d give it a title that didn’t give you an expectation of a daily email.
The free tip today is this: Unless you’re a pro, don’t promise anything to anyone.
The paid one is this Production Calendars deal.