PR's a funny thing.
A handful of people I know have been interviewed by a handful of publications I've never heard of about their morning routine.
I read each of them with interest, and they all had one thing in common:
They were entirely fictional.
Perhaps they'd misunderstood the interviewer and thought they'd asked what their dream day would look like if they didn't snooze their alarm, wake up late, shovel down some sugary cornflakes, and neck a lukewarm cup of tea.
They all talked of waking up early - and naturally, because their bodies are so used to it - doing an hour of yoga, an hour of meditation and two hours of exercise - all before 4:30am.
That was followed by snorting half a blueberry, licking a mango and staring at some kale.
I have lots of conversations with small business owners, and a lot of them struggle with the same thing:
Consistently creating content.
Mark Zuckerberg's got to accept some of the blame.
Apparently he only sleeps 4 minutes a day, while they update his operating system to the latest version.
But, 'Mark Zuckerberg's a robot' jokes aside, you've only got to Google "entrepreneur daily routine" to unearth the cause of the problem.
The uber-successful are all sleeping less, eating better, and doing more than the rest of us combined.
And that's what stops so entrepreneurs from creating content.
Trying to portray an image that we think denotes success.
Be that waking up early, sweating profusely, or 'hustling'.
Problem is, if that image is not an accurate representation of you and your life, it's extremely hard to communicate about.
Do you know what makes content creation far easier?
I'll be honest.
A few years ago, I struggled to churn out an email a fortnight.
I'd get halfway through half a dozen emails before deciding they weren't the right message, and deleting them before they ever reached the outside world.
Now, I put out three emails a week. Without fail.
And, between you and I, I immensely enjoy doing it.
Admittedly, I've become a better copywriting in that time.
But the main reason is because I've focussed on writing honestly - caring less about whether or not everyone will like or agree with what I'm saying.
Plenty of people don't like my emails. And lots of them tell me so.
Often with plenty of colourful language to make sure their point is completely clear.
But they're made insignificant by the number of positive replies I get to my emails. Something that makes me tremendously happy.
So, next time you're struggling to write a piece of content, instead of focussing on what you think other people will expect you to say or think, try being authentic.
There'll be those who won't like you as a result, but that's nothing more than a sign you're doing something right.