What can lighthouses teach us about blogging?

Mar 19, 2018 | General, Mindset | 7 comments


Lighthouses have cropped up a few times over the last few days. And not just because I had a micro-adventure on the wilds of the North Yorkshire coast.why do we need to be a lighthouse with our blogs?

I launched my blog buzz programme last week. I love blogs. Writing them and reading them. As I talk about here, blogs are magic spells – they can help people in the matter of a few hundred words. And for those of us with values-driven businesses, blogs are a fantastic opportunity to share what we do, help more people and call people to us.

Someone asked me a brilliant question about blogging after my launch. They said (and I’m paraphrasing here):

“Surely there are so many blogs out there – we’re in danger of overload? People are bone-tired of being asked to read this or that, being told what to do. How do I compete? How do I stand out?”

Here’s my answer to that.

You don’t compete

You don’t pay attention to what everyone else is doing and saying. You focus on your work – the way you help people. You figure out who you’re there to help, you make friends with yourself enough to trust yourself to do it, then you stand firm.

Your attention goes on what you do, and who you do it for. And you do it brilliantly, confidently. Be a lighthouse for them. Everything else is just seagulls in the wind.

Lighthouses don’t worry about what the other lighthouses are doing – about whether their light is brighter or flashier. They don’t worry about the rocks, or the waves. They know what they’re about, they know they’re needed, and they know if they keep beaming their message out, they’re going to help the people that need it.

They focus their attention on their job and the people they’re helping.

There’s an oft-quoted, much adapted saying that goes: ‘Where your attention goes, energy flows (and success follows).’

It’s so easy for our attention to get derailed with what other people are doing: posting on social media, launching, writing. We get caught in consuming other people’s stuff rather than listening to ourselves and creating our own message.

Your blog is a chance for you to beam your message out. To get clear on what you stand for, who for, then send out stories, tips, teaching that help them. That’s pretty impressive in its own right. And by doing that, you draw people in to you, so they want to work with you. And pay you. Which is pretty darn helpful for your business. So, yes, I’m a fan of blogs.

Lighthouse part deux

To prove we all need help seeing our own stuff I’ll confess what happened at my mastermind group last week. The day after my lighthouse exchange about blogging.

We meet monthly, each bringing a success and a challenge to share. In brief, my challenge was that I felt ‘in the closet’ about the type of copy and content writer I am.

That because I don’t have a marketing agency background, or a PhD in copywriting (not even sure that exists!), and because I’m more interested in getting to the heart of people’s message than split-testing phrases or words, I was somehow not enough. That my brand of compassionate copywriting was somehow not ‘proper’.

You can guess what happened next. Wise women helping me dismantle the wall I’d put in front of me, and see that what I offer is exactly what (some) people need. And that it’s ok for others to need something else. And, later, one of them sent me a message saying: ‘Your intuitive and compassionate approach is a big attraction, like a lighthouse beaming out to those who seek that kind of support.’

Lighthouses again!

She was right. We can’t control everything that goes on around us. But we do get to decide who we are, what we do, and who we help. So forget the noise, forget the drama, forget what everyone else is doing. Focus on your work, your message.

What lights you up? Who can you help? Then beam that out there, like the resplendent lighthouse you are.

And if you want help with getting your blog beaming bright, let’s do it together this spring. x


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Gayle Johnson

Gayle Johnson


Gayle is a freelance content writer, writing mentor and facilitator. She is the creator of ‘Wordspill’ and loves helping people use words to connect with themselves and others. Find out how you can work with Gayle and her services


  1. Paula Goude

    Very true words right there! And wise in other areas of our lives too – don’t compare yourself with others (you don’t know the background to how/why they got there) just focus on making the best for you.
    p.s. I want to hear more about the North Yorkshire micro-adventure 🙂

    • Gayle

      Absolutely – it’s about your own story, not other people’s! The micro-adventure: 9 kids, 7 adults, 1 youth hostel and a big storm! it was wonderful and wild 🙂

  2. Emma

    This is so true! I usually say we must stand in our own lane and follow our own path. Has similar message to you too.

    Hope this is really helpful for your other readers

    • Gayle

      Thanks Emma!

  3. Bridget Bernadette Karn

    Well said!

    • Gayle

      Thanks Bridget!

  4. Cathie Heart of The Heart's Design

    I think this is a great blog post because so many of us compare of ourselves and diminish our uniqueness in order to fit and match the competition. In truth, there is no true competition because it’s about numbers in the service game. Does the customer think we can solve their problem, do they get on with us, do they value what we do? From our side we only need a certain number of clients to make our finance number targets.

    The analogy of the lighthouse is perfect. Each one is needed, it doesn’t matter if there are two along a cove, BOTH are needed. So I’m going to stand tall, be myself and stop trying to be the professional others are. I am my own kind of professional with unique skills and services. Cheers Gayle for being a lighthouse.


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