Do you ever get in your own way?
I do, sometimes.
I’m constantly tweaking the stuff I write. Editing. Improving. Perfecting it. I know that sounds like one of those lame answers people give when they’re asked what their weaknesses are, but when it comes to marketing and copywriting it IS a weakness.
Perfection is the enemy of the good.
So said Voltaire (and tons of other dead dudes too, I don’t doubt).
It’s a cliché, but it’s a cliché because it’s true.
Honestly, I’ve started this particular email three times now. This is the final incarnation though (obviously, because you’re reading it).
My point is that writing this email is taking me much longer than it should. I don’t normally faff around like this these days; writing comes naturally to me after many years of doing this. But we all have off days, and you’re witnessing one of mine.
This stuff isn’t Shakespeare or Dickens. It’s not high literature. It’s sales, and it doesn’t have to be perfect. It just has to get the job done.
The imperfect email you actually send will trounce the one that never gets sent because it’s not perfect.
If you don’t send it, it can’t make you money.
I’ve not-sent far too many emails and sales letters.
I’m much better at it now, but time was I’d sit at my desk and plan the letters I was going to write to the clients I wanted to work with. And I’d plan, and plan, and tweak, and edit, and the things would just sit there on my desktop glaring at me.
And I’d glare right back at them because they weren’t good enough. Because they might get rejected.
Do you know what? Some of them did get rejected.
AND THE WORLD DIDN’T END!
I’m still here and so is my business.
I’d like you to take two important things away from this email.
First: don’t let perfect be the enemy of good. Good enough is good enough – get your letters, emails and landing pages out there because they won’t make you money sat on your desk.
Secondly: grow a thick skin. Nobody likes rejection, but it’s a fact of life and a fact of business. If you’re pissing somebody off, you’re probably doing more stuff right than wrong. You can’t please all the people all the time, and why on earth would you want to?
But to please the people you want to please, first you have to get noticed.
The best way to build relationships with your customers is by building trust. Getting people to like you. That takes time. But it also means you have to give some of yourself to your readers.
You are your business. People will buy from you because they like and trust you. YOU. Not your company. People don’t do business with companies, they do business with people they like.
Let your prospects and customers see who you are, warts and all. Give your prospects truth and authenticity, show them you’re flawed, and they’ll reward you with trust. They’ll like you for it. Trust me.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.