These days, being an entrepreneur can feel like you’re also expected to moonlight as a content creator—running what feels like a full-scale media company just to stay relevant.

But what if attracting your best customers was as simple as being yourself?

Here's a simple approach that I've suggested to many clients and I actually use myself:

1. Be an expert. For many of you, this means simply showing up: providing customer service, developing new products, sharing about the random fires that you deal with every day — these are all opportunities to be an expert.
2. Capture your expertise. I personally do this by writing this daily email. I share things that I'm helping clients with, or thinking through myself. I share stories about projects from many years ago. I share insights from projects I'm actively working through right now.
3. Share across platforms. Capture it once and share it in several places. For example, maybe it starts in a written form like a journal entry, then it translates to a podcast, a social post, maybe even a YouTube video. It can be helpful to establish a team to help you with this on a regular basis — and it's really not as hard or expensive as you may think.
4. Repeat. Create a regular cadence of this. Maybe it's once a day, or once a month, or once a quarter — whatever you'll actually be able to commit to.

The secret to making this work is finding a version that feels genuinely enjoyable for you to do consistently.

When it’s something you look forward to, you’ll bring your best self to it, rather than treating it like just another task on your to-do list.

When done right, you'll be able to stand out and become known for what truly makes you unique.