"I hate video", she said. "I don't have the patience to wait for someone to get to the point. I'd rather have the transcript and read through it in my own time. That's how I learn best."

The above is an extract of a conversation inside a Facebook group I'm a member of. Nothing wrong with favouring written content over video or other formats. However, these were the words of a business owner who refused to use video in her communication with her clients because she did not like it herself.

I see this a lot with my clients as well. "I'm not comfortable on video, therefore I won't do it. I don't understand how Instagram works, so I'd rather avoid it. I hate public speaking, so I'm going to stick to online content only."

My response is always this: it's not about you. What does your client favour? How do they learn best? What gives them reassurance that you can help them and how can you build and nurture a relationship with them?

I'm a big advocate of building a business that you love and doing so on your own terms. However, unless your ideal client is a perfect reflection of yourself, you need to meet them where they are. Sometimes that means doing things that might feel uncomfortable, like going on video.

1.5 years ago I wanted to start a podcast and was referred to someone who does video and audio production. He suggested I started a YouTube channel instead and I was so offended. All I could think of was - "I didn't ask for advice on WHAT to do, I asked HOW to do a podcast. Why can't you stick to the question and keep your opinions to yourself?"

My reaction was so visceral that it got me thinking. Why am I so defensive about this? Then it all came flooding: I'm not comfortable on camera, there is a lot of technical knowledge involved, I need to look presentable, I need a professional background, etc. Mind gremlins.

A few months later I started my YouTube channel and I have not looked back since. My first videos were bad, but I got better in time. Now I love video, but 1.5 years ago I never thought I would get here.

Here's a question for you, . What preferences do you have that stand in the way of your progress? Are they really preferences or are they simply excuses? Hit reply and let's have a conversation about them. Don't let yourself stand in the way of your success.

Speak soon.

Alisa