If you want to do more good marketing fast, it pays to think small.

We often feel pressure to add more value by “going large”. By writing about important topics with a big impact on our clients.

And that desire to be valuable is great. But big topics are hard to write about. There's just so much to cover.

If you sit down and think to yourself “I'm going to write about how to double your sales” or pick a huge topic like teambuilding or leadership you're most likely going to end up staring at a blank screen for a very long time.

Instead, go small. Write about one little aspect of teambuilding or leadership or sales.

In theory, you won't be adding as much value as if you covered the whole big topic. But in practice, very few of your audience are going to be able to plough through a giant email or blog post every week.

If you want to cover big topics, split them up into series.

Then “go small” on each individual marketing piece. Really drill down and tell a little story about something very specific.

You'll find that kind of content is more interesting too. 

If you try to cover a huge topic in a short piece of content you'll end up having to be very generic and gloss over the details.

But it's the details that fascinate people.

A list of 25 tips on holding effective meetings is going to be 25 dull bullet points (even if they're useful).

But a single story about the worst meeting you ever ran and the big lesson you learned from it is really quite intriguing.

Easier to write + more interesting to read makes “going small” a big winner :)