The Worst of the Best

Your Perfect Writing Doesn't Matter... Copywrite or Wrong?

Context matters. Good writing needs the right audience.

I went to the websites and newsletters of many top-tier copywriters and marketers—those who produce exceptional content.

As I looked through their best advice, examples, and stories, I found a stark contrast. Some of the copywriters hit with the gems, time after time, but some of them left me cold, with every point seeming forced and contrived.

They're all trying hard, but why couldn't I shake the feeling that some were trying too hard? Because the difference lies in personal perception.

Even the best copywriters can't appeal to everyone.

It’s Okay To Sway…Trees Sway (via Midjourney + editing & combining into a gif)

As creatives and curious learners, this is a good lesson. No matter how hard we try, and no matter how perfect our words seem to us, not everyone will see them that way. There's no need to work to perfection since others won't see our work as flawless down some objective line. So, by all means, put in the hard work and solid effort, but don't overdo it. You reach that point of diminishing returns, which is counterproductive.

Aim to do enough without overextending. Unless it's some sort of magnum opus that's above and beyond your other output, the added stress and wasted time won't help anyone.

There's no doubt you want to be happy with what you publish. These days, the next post could be the game-changer. You never know when the moment of magic will materialize.

But once published, we're letting go. It's up to the audience to appreciate it. If they do, fantastic. If not, it's okay—it wasn't for them this time.

And you've got every opportunity to edit further, to add more, and to update as you go. Hitting publish isn't the end of the road. Sometimes the first send is the start of something amazing. I've seen books emerge from tweets. I've seen movements built off the back of a personal rant in a hastily written newsletter.

Rises and Falls (via Midjourney + editing & combining into a gif)

Hold on just enough that it's easy to let go. If a top copywriter leaves me with little more than a sigh or a ¯\_(ツ)_/¯ that's good. It means I can rest assured that nothing will land with everyone, no matter how well crafted the piece is. They won't lose sleep over my opinion and I don't need to lose sleep over theirs. We just have a different audience.

And good writing still needs the right audience for it to work. Context matters.

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Did you need to hear this? How hard do you find it to let go. And what times do you lean in too hard to perfection? Share your experiences in the comments. I’d love to hear from you! 🫂