This Is My Business. How Do I Trust Someone Else to Speak for It?
The Visibility Advantage | Spencer Technology Solutions
“This is my baby, and nobody loves my baby like me.”
I’ve said that when talking about my business. Maybe you’ve said something similar.
You know what went into building it. You know the decisions, the sacrifices, and the reputation you’re working to establish. So when someone offers to help communicate on your behalf, handing over that responsibility can feel uncomfortable.
Will they use language I would use? Will they understand what we stand for? Will they make a promise I wouldn’t make?
My instinct is to want everything to come through me.
But that raises a question I’m working through myself: How do you help someone represent your business with the care and understanding you bring to it?
Watch: Protecting your business's voice and vision
What’s obvious to you may be invisible to them
As the owner, you carry a lot of unwritten knowledge.
You know why you describe your services a certain way. You know which customer problems matter most. You recognize when a phrase sounds wrong, even if you haven’t explained why.
Someone helping with your content may see your website, a few previous posts, and a list of services. That gives them information, but it may leave out the judgment behind your decisions.
A recent conversation about preserving a founder’s voice brought this into focus for me. As more people contribute, the standards that once lived entirely in the founder’s head need to become something others can understand and follow.
Otherwise, we’re asking people to meet expectations we haven’t fully explained.
Good writing is only part of the job
A post can be clear, polished, and grammatically correct and still feel wrong.
Your voice is how you express yourself: your language, tone, and personality.
Your vision shapes what you communicate: what the business stands for, where it’s going, and what you want customers to understand.
Someone might capture your conversational style while making a claim that doesn’t reflect your business. Or they might explain your services accurately in language you would never use.
Both deserve attention.
Give people more than “make it sound like me”
That instruction makes sense to the person giving it. It gives the person receiving it very little to work with.
A better starting point is a short guide with real examples:
A few posts that sound like you, with an explanation of why.
The things you want customers to understand about your business.
Words or phrases you use and ones you avoid.
Claims and promises that require your approval.
Examples of content that misses the mark, with the reason.
You can build this gradually. Each decision you explain gives the next person a clearer picture of how you think.
Make review useful beyond the current draft
You can keep final approval while someone else gathers ideas, prepares drafts, and organizes the work.
The opportunity is in how you review.
When you change a sentence, explain the reason. Perhaps it sounds too promotional. Perhaps it suggests a service you don’t provide. Perhaps it removes the detail that made the story worth sharing.
Capture that feedback somewhere the person can use again.
If you keep making the same correction every week, pause and examine why. The guidance may be unclear, hard to find, or not being applied.
Review should gradually build shared understanding.
Let trust develop through the work
You don’t have to decide immediately how much control you’re willing to give up.
Watch what happens over time. Are the drafts getting closer? Are your previous corrections carrying forward? Does the person recognize when something needs your input?
That gives you evidence for deciding where they can work independently and where your direct involvement still matters.
Some messages may always deserve your attention. Major announcements, sensitive subjects, and your personal perspective are reasonable places to stay involved.
This thinking also shapes what we’re building with CYDRA Social. Drafts, review, and approval give teams a way to contribute while the owner stays involved in what gets published. The process still depends on people understanding the business’s voice, vision, and standards.
The care you have for your business can become guidance other people learn to follow.
That’s what I’m thinking about when I say, “This is my baby.” How can I make what matters to me clear enough that someone else can help me protect it?
What would you need to see before you felt comfortable letting someone else speak for your business?
—Chris Spencer
Founder, Spencer Technology Solutions
Want to explore how CYDRA Social could work for your business? Visit cydrasocial.com to start your 7-day free trial.
Comments