Why the best stories come from inside your comfort zone

If you’re a business owner, you probably know you need to go outside your comfort zone to achieve the results you desire.

• You have to speak to audiences when you’re really an introvert.
• You have to write content when you still hold memories of your scary tenth grade English teacher.
• You have to reach out to prospects and sell them on your expertise when you’ve got a really bad case of impostor syndrome.

When you need to take action, “go outside your comfort zone” can be good advice. But it’s usually bad advice for content creation.

Good copywriting will reach your audience at the emotional level.

So you might be advised to, “Tell a story about why you started your business. Show how you struggled. Share your mistakes and be vulnerable.”

For some entrepreneurs, that’s good advice. For others, it’s deadly poison.

You can usually tell when people are forcing themselves to share content that doesn’t feel comfortable to them.

Just the other day I got an email where someone, desperate to relate to a news story, actually wrote, “One way or another, death is often a profound…