I’ll be the first to say it:
Editing your own writing as a copywriter is an uphill battle. In a way, it feels like your baby—and the red ink is a knife cutting off its jugular. (It’s why I barely edit these daily musings…)
But there are some simple ways to eliminate this feeling of “unaliving” your baby:
* Give yourself a few days break in between writing and editing to make it feel less like “you”
* Print out your copy and actually edit it with a red pen, crossing out copy where it doesn’t flow, where you have unusual phrasing or words, or parts that are just flat-out unnecessary (it’s much easier to spot mistakes when it’s on paper than on a screen)
* Read your copy out loud
And I could go on and on.
But instead of sharing all my secrets (I’ve spent years editing and critiquing others’ copy), I noticed that this problem also haunts biz owners. Albeit, in a v different way.
Like a copywriter’s copy, a biz owner’s business also feels like their baby. This clouds their perception and can force them into making silly mistakes like:
* Thinking what got you to where you are will get you to where you want to be
* Spending all your time “in the weeds” of your business, losing focus on the big picture and the entrepreneur's role in the business (Hint: It’s not in customer service, marketing, or sales.)
* Micromanaging your team instead of empowering them to make mistakes (much easier to learn from mistakes than successes)
* Failing to regulate your emotions, which can make you cut off your advertising spend, waste precious time and moolah trying out the new Bright Shiny Object, or hyperfocus on small and minute details that do not matter and especially do not send waterfalls of cashola into your bank account
Of course, there are many other mistakes like this that biz owners make. And like the copywriter editing his own work, there are also a few solutions to avoid making these deadly mistakes.
Solution #1: Surround yourself with a world-class team—and then listen to them
Both points are important, but particularly the latter half. There’s no point in outsourcing your work if’n you’re gonna micromanage and not let the expert have input. Of course, biz owners should have final say—I’ve heard more than a few horror stories of copywriters using too many short-lived tricks and tactics in their copy that annihilate the relationship with your list—but you also must value the input you receive.
Solution #2: Take a step back (even if you’re better than the help)
This one doesn’t apply as much to having a world-class team as it does with having employees. Take customer service for example:
Most biz owners who poured their life, sweat, and blood into their business have a better understanding of their customers than the newest customer service hire. And so, biz owners are better at customer service than the hires, especially at the beginning.
But a biz owner’s time is not best spent by sitting in Intercom all day responding to customers or addressing complaints. In fact, not only is this a gigantic waste of t-i-m-e, but it also comes equipped with a deadly opportunity cost.
Solution #3: Don’t fall victim to Bright Shiny Object Syndrome (BSOS)
When an entrepreneur evolves, it can cause feelings of inadequacy to brew up like a fresh pot of jo in the mornin’. Instead of being the head of marketing, sales, design, customer service, and creation… they get “demoted” to being the head of the business, having more one-to-many convos (versus one-to-one convos), and truly maximizing their return on time and effort.
But this evolution doesn’t come easy. In a way, it feels like ego death. Or as I imagine parents feel when their youngest child moves out. It’s hard. And if you’re not careful… well, then it’s lethal.
The good news here is this happens to everyone. And by following solution numero uno, you can prevent yourself from sabotaging your business during your evolution.
And look where that leads me:
If’n you need a world-class email copywriter (who just might generate as much as 65% revenue from email alone), hit reply, and let’s chat.
Catch ya back here manana.
John
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