A Lesson Within A Lesson - Ideal Result
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A Lesson Within A Lesson

The importance of ‘moving on’ and doing what you’re good at.

A couple of days ago we sent out a brand new piece of content to our list. It was about Thom’s experience about a beer festival, and it contained a powerful message about the importance of pricing your products correctly. (If you haven’t read it, you can HERE)

We sorted out the landing page with the copy and the pictures on, it all looked pretty smart (well we thought so anyway), and we sent out an email to our list telling them about it.

Unfortunately, I was the one who sent it out.

And for whatever reason, despite the content clearly being a story about Thom and from Thom’s perspective, I ended up sending the email out ‘from’ me.

I even sent a couple of tests, but in my post bank holiday stupor, I must not have realised that I was the ‘sender’ rather than Thom. (Maybe you got it?!)

I very quickly realised the error, at which point I turned to Smithy and said, “I’ve just made a mistake mate”.

His response was just to tell me to send it again, but from him this time. So I did. He turned back to his computer and didn’t give it a second thought.

I learnt a couple of things from this:

1. Once you’ve made a mistake, it’s best to just get on with it.

If I was left to my own devices, I’d probably have dilly-dallied, stressed about it, and then sent some sort of ‘apology’ email. Thom’s default position, being the pragmatic sort of guy that we all know he is, was just to send another email and move on, and there’s a definite lesson there.

2. When you’re working in a team, it’s best to do what you’re good at.

Thom and I collaborate a lot on the content we produce. We’ll both talk about the general idea for content, I’ll write the copy, he’ll do the ‘list’ stuff, and we’ll share the responsibility for creating the pages and hooking everything together.
In sending the email out, I was straying into Thom’s territory – an area that I’m nowhere as strong as him in. The likelihood of Thom making a similar mistake is much, much smaller, and consequently, I should have left the actual ‘send’ to him and concentrated on what I’m good at – the copy.

It’s this point that I think is pretty applicable for us all – the importance of doing more of the stuff that we’re good at and doing less of the stuff we’re not so good at.

Business owners often feel like they need to do EVERYTHING within their businesses, and within their marketing, even when they really aren’t the best people to be doing it.

They might have a crack at Facebook Ads, or copywriting, or Infusionsoft; and they might do okay at it.

But if it’s not their natural space, then the chances are they’re not going to be anywhere near as good at it as someone who really knows what they’re doing.

I see it A LOT with copywriting. I’ve spoken to hundreds of business owners who really struggle to write clear and compelling copy, and hate doing it too; but the vast majority of them still keep trying to write it, never creating copy that they’re truly happy with.

In my mind, it makes a whole lot more sense to delegate something that you’re not very good at (and you hate doing) to someone who IS very good at it AND likes doing it.

Not only does this result in a much better end product for you, but it also gives you time to focus on the things that you’re actually good at.

And it’s the same for design, and Adwords, and coding, and a whole bunch of other things: there are a lot of things in our businesses that we can do ourselves, but we should ask ourselves the question: should we be doing them? Is it the best use of our time? And as my incomprehensible email has shown me, I’m better off leaving the technical side of things to the guy next to me, who knows what he’s doing.

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