I had a sales call a while back with a potential new client.
The conversation went well:
Their CEO currently writes all the emails. But he hasn’t been consistent because as the business grows, he has less time to write emails. And the emails he used to send—like promoting new YouTube videos, podcast episodes, etc.—weren't leading to as many sales as they used to.
In other words: It felt like the stars aligned for our conversation. It was a sign from the universe that we connect.
Then, before we got into pricing, he dropped this bombshell on me:
“Do you also do social media?”
No, I exclusively write emails.
Now, there was a time at the beginning of my copywriter career where I would’ve said absolutely without hesitation.
I know I provide my clients the most value by working on their emails. Not their social media posts. Not their blog posts. Not walking their dogs around the block.
And check this out:
There’s a common theme running through both “stories” I shared with you today:
1. The CEO was trying to be the jack of all trades, but he ended up being the master of none.
This is a common situation for leads I talk with. They don’t realize this crucial factor:
As the CEO, your job is not to write all your emails, write your blog posts, record videos, provide your service to your clients, and any other of the possible 1 million things you could do.
Your job as a CEO is to find the “who” to do the “how.”
Instead of running your entire business by yourself, you need to learn how to outsource the things you’re worst at. And double down on whatever activities give you the best “ROE” — or Return On Effort.
In most CEO’s cases, the activities that generate the highest “ROE” include networking with other people, recording videos for YouTube as you're the face of the brand, etc.
2. The CEO wanted me to be the jack of all trades, master of none.
But that ain’t how it works, cully.
As a freelancer, you’re more valuable to your clients by focusing on one specific skill. You can charge more this way, make your clients more money, and have fewer headaches in your day-to-day client fulfillment.
But it’s easier said than done, especially when you don’t have any clients.
That’s why I said yes to clients early on that wanted me to do other copywriting related projects that weren’t email marketing.
Heed this advice — whether you’re a brand owner or a freelancer:
If you’re the jack of all trades, you’re the master of none.
You’ll work longer, more grueling hours for a smaller paycheck.
You’ll feel constant anger, frustration, and headaches as you try to serve everyone.
And you’ll minimize the impact you coulda had if you focused on your unique ability.
P.S. Or... join my email list here.
(warning: Joining my email list contains daily emails. Daily emails are an addictive chemical.)