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Doing good work is not enough

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The world is full of amazing businesses offering a ton of value with their products and services, but all of that is useless unless they have another, more important skill…

It’s the skill of knowing how to deal with people.

You might think it comes natural, after all we are humans (hope so), but you might be astonished by the amount of folks who have no idea how to properly treat others.

Quick story:

I recently started studying nutrition, mostly for personal interest.

Anything behavior change is so fascinating and intriguing. And I love food.

But one of the biggest lessons I got from digging into it, is about how to properly coach people.

See, when you’re preparing and recommending a nutrition plan, the macros, the calories etc., it’s all just assumptions based on calculations.

The secret to being a good coach is only one:

Knowing how to deal with clients to get them the best result possible.

And with nutrition and diets, it means that after your initial recommendation, you have to follow them, look at their results week by week, and adjust.

Your program won’t be perfect after the first week, because there are so many variables involved.

That’s why getting feedback, evaluating and adjusting are so important.

It all comes down to being willing to be wrong, and knowing how to fix it. Or at least having more hypotheses to test.

It happened recently with one of my clients…

We started writing copy and at first it was a bit flat. So we cranked the voice and tone up a notch (or two)…

But now after a couple more pages it’s clear that we overdid it.

So, back to the drawing board, adjusting and refining.

It would be the same if I recommended a weight loss program to someone. We’d look at their first 1,2 weeks, measure their weight every day and decide whether or not they were eating too much protein, carbs or fats.

Then we’d re-calibrate.

Just like someone might not be comfortable eating 80% of their food in protein, a brand might not be best represented if their copy is too bold, or too flat.

As the consultant, it’s up to me to make sure the client knows that this is a process. And to instil in them the confidence that they will get the result they want in one way or another.

If you’re a freelancer, understanding this and being able to convey it well, can make the difference between a successful and an average business.

And if you’re in SaaS or Ecom? The same applies. Great customer experience should be one of your top priorities.

Learn to coach your clients and customers.

P.S. This week I’m filming a new Youtube video. Do you have any question you’d like me to answer? There’s way too much fluff online and one of my goals with the channel is to make it actionable, real and nerdy. I’m excited for this. Hope you’re too.

Quote and reflection of the day:

“To understand why fun doesn’t create happiness and can even conflict with it, we must understand the major difference between fun and happiness: fun is temporary; happiness is ongoing. Or to put it another way, fun is during, happiness is during and after”

Dennis Prager, Happiness Is a Serious Problem

Make even the most ordinary moments fun, and you’ll never need another “fun night” again. Happiness and success are apparent to those who can see and appreciate the finer details in life.

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brain dump?

Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

Let’s nerd about decision making, persuasion, habits, and conversion optimization.