It may not seem like it now, but some 8 or 11 years ago, I didn’t have much self-confidence.

I remember asking myself…

Who am I to create content?

Why would anyone want to hear what I have to say?

Is what I’m bringing to the table valuable enough or should I drop this idea altogether?

Maybe you’ve had similar thoughts yourself.

I know it’s not the easiest thing to admit for everyone, including agency owners like you. But it’s natural to have these thoughts going through your head. Especially when you’re starting out or switching niches.

In fact, you can question your expertise as much as your prospects.

In my case, I was a sales guy. I didn’t think I had much to offer because of my background.

Luckily, I read something that completely changed my perspective… 

The 1/9/90 Rule

I believe that once you understand this, you’ll change your mind about where you stand and what’s possible for your agency.

So, let me break it down for you.

The 1/9/90 rule states the following:

  • 90% of online users are lurkers. They don’t create anything new; they simply consume content.
  • 9% of users are contributors. They may comment, participate in discussions, etc.
  • Only 1% of users are active content creators.

The 1% are the people who write articles, host webinars, shoot video content…

Just one percent!

I found this incredibly empowering, enough to get me past my fears and confidence issues.

It should have the same effect on you.

Think about it.

Being part of the 1% means you have the ability to stand out in your niche… 

You have something to say and you can be prolific… 

You can become the go-to expert in your field!


It’s because 99% of the population won’t do what you’ll be doing. 99% of people don’t create content.

Now, you may think that everyone else is creating content and there’s no room for you.

But that’s not the case!

If you follow the 1/9/90 rule and step outside your comfort zone, you can reach a frame of mind where you create content for your agency and upload consistently… 

And eventually, you become the authority figure in your space.

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