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The worst way biz owners can think

Last week, I had a call with a long-time client about what we want to work on this month. These calls, as always, are half venting sessions and half planning sessions. And hey, I just uncovered yet another benefit of having a Feelancer relationship with your clients. (More on this to come in the somewhat near future.)


Anywho, as she was venting, she said something profound:


As a keto nutritionist (which means, yes, she’s a real nutritionist with several letters after her name), she gets bored of only talking about keto. She’s actually fed up with the keto diet—she’s been doing a gnarly reverse diet with the help of a bodybuilder because she recently realized her metabolism is far too slow for how healthy she lives. But she knows that the most successful business owners take one stand and repeat the same info ad nauseum forever.


Take Dave Ramsey and his baby steps program to free yourself from debt.


Or Russell Brunson and his “one funnel away” schtick.


Or your run-of-the-mill keto influencer and their desire to villainize carbs.


The list goes on.


Her problem, she expressed to me, is that she finds repeating the same info over and over again dreadfully boring.


And I don’t disagree. But I also agree:


Repetition is the best way to learn something. And conversely, the best way to teach something so that it sticks.


Yes, it’s boring, which is why I designed my business to support this natural progression of boredom:


If I was only working with her, then yes, I’d get tired of talking about keto and carbs too. But one of my clients leans more vegan on the vegan to keto scale (without being one of those insufferable vegans who brings it up any half-chance they get). But I go from working on keto copy to a million different types of supplement copy to yoga copy to real estate copy to email marketing copy and so on and so forth.


But I think there’s a deeper subliminal thing happening here:


Since you’re here on my email copywriting list, let’s use this as our example.


Yes, I also get tired of talking about how open rates don’t matter… why sending more emails almost always results in more revenue… why revenue is the holy grail of email metrics… how analytics get bastardized and used to dupe you into foolish decisions… why pain point emails and storytelling emails convert better… yada yada yada.


But I think the fear of repeating yourself too often has more to do with the ego than your boredom levels.


If you let me play armchair psychologist for a second here…


I think it bruises the ego to repeat the same concepts and ideas over and over again. And it's your ego, in an effort to disguise its true intentions, that’s making the villain seem like boredom.


Of course, I can’t confirm this. But if you notice this phenomena happening to you and your content and your business, mayhap it’s time to checky yourself in the mirror before your ego wreckies yourself.


Or I could be completely wrong who knows.


But what I do know is this:


Repetition is the best way to learn. And if you struggle with your repeating your content, I can assure you that your customers don’t mind nearly as much as you do.


And so, mayhap it’s time to buckle up your service helmet and change your mindset from an ego-obsessed on into a service-based one.


(This little trick always pulls me out of burn out and procrastination and “writer’s block” because when I think of how my copy can literally save lives, it motivates me.)


Anywho:


Need help writing more persuasive emails that unlock hidden revenue streams lurking inside your business right now?


Hit reply, and let’s chat.


John


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