I’m not advocating publishing crappy copy. But here’s the thing: you won’t know if the copy is going to work (convert) until you put it out there and let it do its thang.
Sadly, I’ve worked with too many clients over the years who’ve fallen victim to the Perfection Notion. They want to work on the copy until it’s perfect, PERFECT, do you hear?
Guess what? Impossible.
Perfection is a worthwhile pursuit as long as you understand that while you may at times come close, you’ll never fully get there. The sooner you accept this, the easier it will be to let go of your little copy darlings and send them forth into the world. Some of your little copy darlings will fail, even miserably. And other little copy darlings will achieve things even you didn’t think possible. But you won’t know until you let your copy go.
At some point (how about today?), hold your breath, close your eyes, and hit publish on a little copy darling you’ve been holding in captivity whilst waiting for perfection. This applies to blog posts, web pages, email newsletters, marketing plans, videos, e-books, and, well, just about everything in written form. Yes, including your Great American Novel. At some point, after you’ve labored and sweated and cried and shared with others and have listened to feedback and have revised some more, you need to hit “send” and see what happens.
This piece of advice applies to many areas of life, actually. Don’t let yourself become paralyzed by the silly idea that you can create something perfect. You can’t. Neither can I. And that’s okay.