copy…crastination (yes, you)
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Hey Reader, This week, I caught myself doing something I warn my clients about I was tweaking the copy for my Done-For-You Messaging Intensive. Moving sentences around. Reconsidering the headline. Wondering if the opening line was strong enough. And I stopped and asked out loud: Is this copycrastination? *Copycrastination: the fine art of procrastinating on actually marketing your offers by tweaking copy for the 900th time. (I coined it this week, which made catching myself doing it even more embarrassing.) Was I tweaking for the sake of tweaking? When I went back to my voice-of-customer research, I realized my last several DFY clients all came to me with the same problem: they were great at sales but didn't have enough people in the pipeline. That shift needed to be in the copy. That was a legitimate reason to revise. But I've also caught myself tweaking my bio on the Expert Up Club page recently. Adjusting a sentence. Changing a word. Closing the tab. Opening it again. That one? Pure copycrastination. No one was waiting on that bio to change before they joined. My point of view hadn't evolved. I was just fiddling. Because fiddling feels like working without actually putting the thing in front of anyone. This same week, I looked at a Club member's newsletter landing page — a page I've reviewed more than once — and told her: "This is good. No notes. Go market it." She needed someone to say that out loud before she could believe it. I think a lot of us do. Are you a copycrastinator? Have you tweaked the about page for the fourth time this month? Rewritten the subject line on an email you haven't sent yet? Spent an afternoon on your homepage when the real problem is that no one knows the homepage exists? There's a version of this that makes sense — copy should evolve when your clients evolve, when your thinking sharpens, when the entry point to your work genuinely changes. That's maintenance, not avoidance. But a lot of the tweaking I see — and apparently do myself — is magical thinking. The belief that if the copy were just a little more right, clients would appear. Without the email going out. Without the conversation happening. Without anyone seeing the offer at all. No amount of perfect copy works if no one ever sees it. Sometimes the most useful thing isn't better copy. It's someone you trust looking at what you have and saying: this is good. Go put it out into the world. That's a lot of what happens inside the Expert Up Club — the copy and messaging feedback, the hot seats, the second set of eyes that finally lets you stop second-guessing and start actually marketing the thing. If that sounds like relief, get a second set of eyes here. Confession time: what’s something you are copycrastinating on? Hit reply if you've got something sitting in a draft folder right now that's been "almost ready" for longer than it should be. I'd love to know what it is. Yours in rebellion, P.S. If you read this and thought, "I need to end this once and for all," I can make that happen. Done-for-You Messaging. Two spots open this month. Two weeks to a message that finally lands. End the over-explaining for good →
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Make Marketing Suck Less
Marketing strategies for solo business owners who sell outside the online business bubble. Messaging and marketing for consultants, service providers, and experts whose clients live in the real world—where funnels don't work and referrals matter more than reels.