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You may have noticed that for the last few days, my emails have gone out later than usual. Why? Pretty simple. Between kids home from school and various Chanukah events, my time has been limited.
I could have easily excused myself from a daily email.
But I have a goal and a vision. There’s a place I want to take my business to. And the commitment I made to daily emailing is one of the ways I plan to get there, with G-d’s help.
So I figured it out. Even though I'm so busy, and I still haven't made a proper sales page for the copywriting packages I'm trying to sell, and there are so many other things I need to do.
Over the years, there’s a certain kind of client I’ve encountered a couple of times. I call them the “Want it but not really” clients.
They are clients with brands that have a strong core offer, a good foundation, and are doing a decent amount of sales. And they know they need to take steps to bring their brand to the next level. So they reach out and hire me - for a messaging guide, for new website copy, for ads.
We go through the whole process. I dive into research and get to know the company, the products, their audience and their competitors. Armed with my deep knowledge of their audience and market, I create the messaging guide, the web copy, the ad. And I provide detailed guidance on how to implement it all.
I present the deliverables to the client, explain how to share it with the designer or other partners needed to get it off the ground.
A short while later, I check in to see how things are going - as I do with all my clients. Does the designer have any questions? Is the implementation going well?
And what do I discover? They’ve sort of abandoned the entire project. It’s just sitting in their files - a treasure trove of marketing gold - never to see the light of day.
Why?
Because they’re so busy. They need to get next season’s items designed. There’s an issue with the manufacturer.
And ultimately, it’s easier to just continue doing what they’ve been doing. Implementing a new approach is just too taxing. Why not just stick to what they’ve been doing until now?
I get it. There are so many moving parts to a business.
But excuses don’t take you places.
You know that.
And you know your brand deserves to be seen and heard by the right people.
So if you are ready to do what it takes to make that happen, you’re in the right place.