170: How to stop procrastinating and get into marketing motion
From perfectionist procrastinator to consistent creator: How strategic constraints can transform your marketing
I'm gonna start with a confession: I am the world's biggest procrastinator.
I delay doing my finances until the very last minute. I put off housework until guests are literally about to arrive. And yes, I procrastinate recording my own podcast until the 11th hour (shoutout to my assistant Lacey for never making me feel bad about it).
If this sounds familiar, you're not alone. Procrastination and feeling stuck is one of the most common struggles I see with business owners, especially when it comes to marketing, writing copy, and getting their offers out there.
But here's what I've learned after seven years in business: the solution isn't more discipline or better time management. It's actually about creating the right constraints.
When perfectionism becomes paralysis
In my early business days, I procrastinated out of fear, uncertainty, and perfectionism. I had this belief that if I wasn't going to email my subscribers consistently and perfectly at least once a week, I shouldn't even bother.
I'd have great ideas for emails, but then I'd stall, second-guess, and talk myself out of sending anything. What was the point if I couldn't be consistent?
The result? I ghosted my email list for six months.
Let that sink in: I'm a copywriter who writes emails for clients for a living, who knows the value of an email list, and I ghosted my own subscribers.
The B-minus work revolution
The shift came when I gave myself permission to email whenever I felt inspired. I got rid of the perfectionist belief that it had to be all or nothing, and I started treating my email list like a playful experiment.
Here's what happened: I got responses from subscribers who engaged with my emails. It created a positive feedback loop that inspired me to send more emails more frequently. Eventually, I got up to emailing at least once a week, often twice, and even more when promoting something.
Now when I catch myself stalling or trying to perfect something, I give myself permission to do B-minus work. Just get it out there and see what happens.
About 85% of the time, my marketing or content does exactly what it's supposed to do. Some messages flop, but that's expected. You can't aim for perfection 100% of the time.
The power of strategic constraints
Newton's first law says an object in motion stays in motion, and an object at rest stays at rest. Often, taking that first imperfect step is the toughest part. But once you're in motion, it's easier to stay consistent.
I've discovered several ways to create the right constraints that fuel action instead of paralysis:
1. Deadlines and commitments
I unlocked a new level of consistency when I launched this podcast. I was committing to creating content every week, being responsible to my podcast team and to you listeners who tune in for tips and strategies.
That commitment meant I became more consistent showing up online. Each podcast episode gets turned into LinkedIn and Instagram posts. Honestly, if I didn't have a podcast, I probably never would post on Instagram.
2. Accountability containers
I see this pattern with members in my programs like Pivot to Premium. When they join, they block our Tuesday coaching calls into their calendar. They use these calls as weekly deadlines to produce content or bring strategic questions.
Here's what I observe: when they're in my programs, they send more emails, post more on social media, become more consistent. They arrive with nothing and leave with a fully fleshed-out email or post they immediately publish.
Many stay for a year or more because they value the accountability and consistency it brings. And what happens when they leave? They send fewer emails, post less often. They lose momentum.
If you're spinning your wheels, find a community, coaching program, or any container that suits your bandwidth and budget.
3. Monthly marketing moments
I aim to host what my past clients Laura and Amber called "monthly marketing moments" - open office hours, webinars, workshops, or masterclasses once a month (or every second month if I'm honest).
When I'm consistent with these workshops, my revenue is higher. But it's not always because of the workshop itself.
Here's what happens: Planning the workshop gives me something new to talk about and post about. I show up more online promoting it. I reach out to people and invite them to attend.
How many workshop attendees say yes to working with me right away? Truthfully, not many. Most are experiencing me for the first time and aren't ready to invest yet.
But because I'm stepping out of my comfort zone to promote the event, I'm putting new energy into the universe. More people see me and feel my energy. I get surprise referrals or past clients reaching out for new projects.
When you put yourself out there, the universe rewards you - just not always in the way you expect.
Last year, I got out of this habit. Guess what happened? My revenue went down. In 2026, I'm ramping back up with more regular monthly marketing moments.
4. Prompts, frameworks, and formulas
The final strategy to eliminate procrastination caused by overthinking is using structured approaches to creation.
What feels overwhelming? Staring at a blank page, not knowing where to start or what to say.
I use writing prompts like "Number of signs you're ready to hire a [blank]" or copy formulas like AIDA (Attention, Interest, Desire, Action) to give me inspiration that sparks creativity, plus boundaries that constrain it.
Formulas show you how to organize thoughts on a page using buyer psychology and persuasion. They tell you the order of your message and how to share it, but not what to write. You get to use creativity within the framework.
When you start with a prompt or framework, you create content faster. When you're constrained by a deadline or recipe, you become more innovative and creative.
Constraints are a gift
Seth Godin frequently talks about the importance of constraints. He says they aren't obstacles, but fuel for creativity and innovation. Constraints are a gift because they give us something to lean against and let us focus on work we can actually do.
If you're having trouble moving forward in your business and marketing, if you're continually procrastinating or lacking consistency, create some constraints for yourself:
Commit to a deadline
Be accountable to someone else or a coach
Join a program that gives you boundaries to operate within
Use prompts and formulas that provide constraint for your creativity
You'll work faster, be more creative, more productive, and more effective with your time, energy, and money.
Your next imperfect step
Maybe you're stalling or stuck in your marketing because you believe it has to be all or nothing, perfect or not worth doing.
I encourage you to take one small, imperfect step toward your goal without expecting to have the next step perfectly figured out yet. Write that email and aim for B-minus work just to get it out the door.
Releasing the quest for perfection has allowed me to build momentum and consistency. And honestly, that's what builds sustainable businesses - not perfect content, but consistent action within helpful constraints.
Stop procrastinating and stalling your marketing by joining:
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Additional resources
AIDA formula: https://www.kimkiel.com/podcast-1/the-mary-poppins-of-copy-formulas-practically-perfect-in-every-way
P4 Formula: https://www.kimkiel.com/podcast-1/how-to-write-a-compelling-sales-message-without-being-cheesy-or-sleazy
Writing Prompt: 3 signs you need a writing prompt: https://www.kimkiel.com/podcast-1/3-signs-you-need-to-use-a-writing-prompt
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[00:00:51] Hey there and welcome back to the Ill Communication Podcast, and I am gonna start out by making a confession. I am the world's biggest procrastinator. I will delay doing my finances and my taxes until the very last minute. I will put off doing housework until the final hours before guests arrive. I will procrastinate recording this very podcast until the 11th hour, and I'm very grateful to my assistant Lacey, who never makes me feel very bad about it.
[00:01:24] But I know firsthand what this procrastination struggle is like for people like me, and I know that procrastination or feeling stuck or stalled is a common problem business owners face. Especially when it comes to marketing and writing copy, sharing content, getting your offers out there, that kind of thing.
[00:01:47] I think in the early days of my business, I procrastinated on a few things, out of fear, out of uncertainty, and out of perfection. I stalled on emailing my email subscribers [00:02:00] because I had this belief that if I wasn't going to be consistent and perfect and email at least once a week with a perfect email, then I shouldn't even bother.
[00:02:10] I'd have some great ideas for emails I could send, but then I'd stall and second guess and talk myself out of emailing because if I wasn't gonna have a consistent emailing practice, I wondered what would be the point. Now, I've mentioned this before, but I ghosted my email list for six months with this kind of perfectionist procrastination.
[00:02:32] I'm a copywriter who writes emails for clients for a living who knows the value of an email list, and I ghosted my own list. The shift back then was to allow myself to email my list. Whenever I felt inspired, I got rid of this perfectionist belief that it had to be all or nothing. And when I released that pressure, I began to treat my email list like a playful experiment.
[00:03:00] I allowed myself to send an email whenever I felt inspired to do so, and here's what happened. I got responses from my subscribers who had engaged with my emails. It created a positive feedback loop that inspired me to send more emails more frequently, and eventually I got up to emailing at least once a week and often twice a week on a regular basis, and even more when I'm in the middle of promoting something.
[00:03:27] Today when I'm facing something in my business that I can tell I am stalling or trying to perfect, I give myself permission to do B minus work, to not aim for perfection and just to get it out there and see what happens. And like 85% of the time my marketing or content or offer does exactly. What it's supposed to do.
[00:03:48] Some messages are a quote unquote flop, but that's to be expected. You can't expect perfection or near perfection a hundred percent of the time. Now, why am I sharing this? Because maybe you two are [00:04:00] stalling or stuck in your marketing or. Emailing or sharing content because you have a belief that it has to be all or nothing, it has to be perfect or it's not worth doing.
[00:04:11] So I'd like to encourage you to take one small, imperfect step toward your goal or an action toward your plan without the expectation that you will have the next step perfectly figured out yet. Write that email and aim for B minus work just to get it out the door. Releasing the quest for perfection or the all or nothing thinking has allowed me to move forward and build momentum and consistency.
[00:04:39] And like Newton's first Law of Motion says an object in motion stays in motion and an object at rest stays at rest. It's often just taking that. First step or that first action, that's the toughest. But once you're in motion, it's easier to stay in motion and be consistent. Once I clean one bathroom, it's easier to clean them all.
[00:05:03] Another way I counteract my procrastination and stalling is with deadlines and commitments. For example, I unlocked a new level of consistency and discipline. When I launched this podcast, when I started it, I was essentially committing to creating content every single week. I was responsible to my podcast team who I hired.
[00:05:28] To help edit and produce it. I was responsible to you, the listener, who subscribes and tunes in every week looking for tips or strategies or wisdom. I was investing in the gear, the platform, and the team to create a podcast, and I wanted to fully commit to it, and that kind of commitment has meant I'm more consistent.
[00:05:49] Showing up online with sharing on social media. So I record a podcast episode weekly that will then get turned into posts for LinkedIn and Instagram. [00:06:00] And honestly, if I didn't have a podcast, I would probably never post on Instagram. LinkedIn I enjoy a little more because it's less image and video based, and my preferred medium really is writing, but the podcast gives me something to share on both platforms.
[00:06:16] So committing to the podcast has given me consistency on these other channels as well. And side note, as you probably can tell, I really don't aim for perfection with the podcast. Or with the social posts that arise from the podcast, I really just push myself to take action to get her done and then move on to the next thing.
[00:06:38] And I've seen this similar pattern arise with members inside my copywriting and coaching programs. Business owners commit to joining my programs like the Joy of Copy Club, or what is now pivot to premium. When they join, they have our Tuesday morning calls blocked into their calendar. They use those calls as their weekly deadline to produce content or messaging.
[00:07:02] Some use them to bring strategic questions that we can hash out together to advance their business. Others use these coaching calls as their blocked co-working time where they actually get their work done and others use the calls as the deadline to bring draft copy and messaging for review so we can optimize it together.
[00:07:22] And here's what I've observed with my members and students. When they're inside my programs, they send more emails. They post more frequently on social media. They become more consistent. They come to a call with nothing, and they leave with a fully fleshed out email or post that they immediately published.
[00:07:42] They get into motion and they stay in motion. Many members stay with me for at least a year or more because they really value that accountability commitment and the consistency it brings to their business and marketing. And what happens when they leave the community? I've observed that they send fewer [00:08:00] emails, they post less often on social media.
[00:08:03] They lose that momentum. And look, I understand that there are seasons in our business and life where we can invest in a program like Pivot to premium, and then there are seasons where we invest in other things or just need time to rest and replenish. But I know that when you invest in a program or a community, you have a bit more motivation to get results and a return on your investment.
[00:08:27] So you show up to the calls, you follow the plan, you do the work. If you haven't been in a coaching program or a community that provides accountability and you find that you're kind of spinning your wheels, I'd encourage you to find something. Find a community, a coaching program. Um, or any kind of a container that suits your bandwidth and your budget.
[00:08:50] And yes, if you're curious about working with me as your thought partner, your strategist, or your messaging coach, I can totally help you. While I talk a lot about pivot to premium, there are many, many ways I support business owners who want more momentum and accountability and support with their messaging and copy.
[00:09:06] So just please reach out to me, we can start a conversation. Okay. Another way I've built momentum and consistency in my marketing and sales is by hosting regular events. Some of my past clients, Laura and Amber, call these monthly marketing moments, and that's now what I call them too. I aim to host a monthly marketing moment, like an open office hours, a webinar, a workshop, a masterclass once a month, or if I'm being honest, every second month.
[00:09:34] When I'm consistent with hosting these workshops and webinars, my revenue is higher. But it's not always because of the workshop. Here's what I mean. I'll plan and host an hour long workshop. This gives me something new to talk about and post about, and I show up more online because I'm promoting something.
[00:09:55] I'll reach out to people and invite them to come or ask people to share it on my behalf. [00:10:00] Then I'll host the workshop and people will attend. I'll probably make an invitation or a pitch to join a program or work with me, and how many people who attend that workshop end up saying yes right away?
[00:10:13] Truthfully, not that many. Not because it's not a great offer, but because so many times the people who show up to those workshops are pretty new to me. This may be their first time experiencing me. They're probably just not ready to invest yet. But because I'm stepping out of my comfort zone to promote this event, I'm showing up online.
[00:10:33] I'm sending out new energy into the interwebs and the universe. More people see me, more people feel my energy. I will get surprise referrals coming to me or past clients reaching out to start new projects. When you put yourself out there, the universe will reward you just often not in the way that you're expecting.
[00:10:56] And over the last year, I got out of this habit of hosting these monthly marketing moments. And guess what happened? My revenue went down. So in 2026, I'm probably going to be ramping back up with more regular community events and monthly marketing moments. Now, maybe you don't wanna do a monthly event.
[00:11:14] Maybe you wanna do a weekly webinar. Maybe you wanna host a quarterly event, maybe you don't wanna host anything at all. Instead, maybe your strategy is pitching to speak on podcasts or speaking on stages. The point is to do something that takes an investment of energy and time that gives you something fresh to talk about with your audience, and that gets your energy vibing on a new level.
[00:11:37] I promise you will get inquiries and clients, and you'll be surprised to see where they come from. I'm always amazed and delighted when a new referral or a past client or someone who's been lurking on my list. Finally reaches out and books a project with me. Now, the final strategy to eliminate procrastination caused by overthinking and second guessing.
[00:11:59] Is [00:12:00] using prompts, frameworks, and formulas. Now, I use these strategies almost every time I write for myself or for my clients, and I've seen that they work really well for the clients and students inside of my programs as well. So often what feels overwhelming. Staring at a blank page and not knowing where or how to start, not knowing what to say.
[00:12:26] And so I have always loved using writing prompts or copy formulas to give me like the inspiration that sparks my creativity, but also the boundary to constrain my creativity. Now when I say writing prompt, I mean a prompt, like number of signs. You're ready to hire a blank. I shared this prompt way back in episode seven.
[00:12:48] But if you're stumped about what to write, pull out a writing prompt and just use it. Don't overthink it. I share lots of writing prompts here on the podcast and inside Pivot to Premium, you get premium monthly authority prompts to help you create content that drives connection and conversions. Copy formulas show you how to organize your thoughts on a page, and they use buyer psychology and persuasion.
[00:13:15] Formulas you might be familiar with include ada Attention, interest, desire Action, or the P four Picture Promise Proven Push, and they give you. Order of the words and your message and tell you how to share your message, but not what to actually write. You get to use your creativity within the boundary of the framework or recipe.
[00:13:38] Again, you'll find lots of formulas on this podcast, and I'll link to the episodes about ADA and P four in the show notes.
[00:13:46] And then you can also follow a sequence formula that tells you what you should say in an email sequence. My welcome sequence that Wows formula, breaks down what you say in each of the five [00:14:00] emails that you should have in your welcome sequence. My flash sale email formula does the same, tells you what message to share in each email so that when you string them together.
[00:14:10] You're, you've guided your reader along a journey of connection, persuasion, and sales, and you've provided different messages that resonate with the different types of buyers and personalities. When you start with a prompt or a framework, you will create content faster. When you're constrained either by a deadline or a recipe, you'll be more innovative and creative.
[00:14:37] So embrace the constraints that come from a writing prompt. A Tuesday coaching call, hosting a monthly marketing moment, or committing to a weekly blog or podcast or email newsletter. Seth Godin frequently talks about the importance of constraints and says they aren't obstacles, but fuel for creativity and innovation.
[00:14:57] He says constraints are a gift because they bring us something to lean against and they give us a chance to focus on work. We can actually do. So if you're having trouble moving forward in your business and marketing, if you're continually procrastinating, stalling, or you lack consistency, create some constraints for yourself.
[00:15:19] Commit to a deadline. Be accountable to someone else or to a coach. Join a program that gives you constraints to operate within. Use prompts and formulas that provide constraint and boundaries for your creativity. You will work faster, you will be more creative, you will be more productive, and you will be more effective with your time and energy and money.
[00:15:42] And shameless plug, you get all of those things inside pivot to premium. It's my four month incubator that helps you elevate your positioning, messaging, and offers to attract and sell to premium clients. In this incubator, you will let go of perfectionism of [00:16:00] procrastination and you will build momentum and consistency in your marketing and sales.
[00:16:05] For more information and to see if it's the right fit for you. Reach out to me or go to kim keel.com/pivot and my friend, if you have any strategies that work really well for you to get out of perfectionism and procrastination and to create more consistency in your marketing, I am all ears. I would love to hear what works for you.
[00:16:25] So hit me up on social media to share your tips or use the. Link in the show notes to send me a text with your tip just to make sure you include your name in the text so I know who's me, so I know who's messaging me. I can't wait to hear from you. Well, I should wrap this up and go because I do have a big list that I need to stop procrastinating on.
[00:16:46] I need to do my finances, and yes, I have a messy house. Bye for now.
[00:16:55]
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