Why Wait?

• DateAugust 25, 2021
• AuthorLeah Swearingen
• Categories
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“A good piece of content today is better than a fantastic piece three days from now.”  Greentarget

Early in my career, I read a study about perfectionists. The gist of the study revealed that, over time, perfectionists fall behind “average” achievers who plod ahead despite not having all the information, or feelings of inadequacy.

Let’s apply this theory to marketing a professional service. It’s well known that it’s often not enough to be an expert. Others must see you as an expert. Which means you need to share your knowledge. Regularly. And one of the best vehicles for doing that is by creating original content.

Ah, so that’s when the ugly perfectionist rears his head. Ignore him. Ignore him because your target audience is hungry for information that is:

• Useful and relevant
• Timely
• Concise
• Exhibits an informed point of few

In terms of appeal, your content will have a better chance of being read if it is:

• Short (300-500 words)
• Visually appealing
• Introduced with a powerful headline and subject line

The ugly perfectionist will soon protest that he doesn’t know where to start. Calmly describe to him his abundance of options:

• Articles
• Alerts
• Research Reports
• Newsletters
• Opinion Pieces
• In-person presentations
• Website Content
• White Papers
• Video and podcasts (more ambitious, to be sure)

Why wait? Because it’s August. It’s summer. It’s almost Labor Day. People are away. Kids are returning to school. The world’s in crisis. The ugly perfectionist has the best excuses, 24/7.

In the meantime, your clients and prospects are being wooed by competitors, forgetting about you, or simply falling away due to benign neglect.

Why wait?