H.G. Bohn said: “Business and Action strengthen the Brain, but too much Study weakens it.” This phrase reminds us that when we obsess over perfection, we are actually holding ourselves back. Nothing will ever be perfect, so essentially you’ll never “ship” whatever it is you’re working on. If you’re in business to make money, you need to ship and you need to manage your time.
Nature isn’t perfect and yet there’s plenty of beauty to admire. All the parts work together just fine to sustain life. So what are we so worried about then? The idea that perfection is essential to success creates procrastination. Definitely not a way towards efficient time management. But what is the reason behind it?
Don’t be afraid. Just put those ingredients into your work that YOU think it needs and ship it. Procrastination will instantly disappear. Once you’ve shipped, you can always put out Work 2.0 or 2.1 or 2.2. The point is you put it out there. You’ll get feedback from the people who need your work. You’ll listen and tweak it. Then you’ll ship out the new version. This is the way to beat procrastination and resistance.
I find my biggest rewards come from those times when I went with my instinct and put out my “imperfect” work. My obsession with pixels, color or word choice fade away when I see the look of happiness on the recipient’s face. I’m not advocating sloppy careless work, just forget the minutia. No one will notice that the color isn’t Pantone or that skin looks a little imperfect in your head shot. Go for quality; not perfection. Give people value not fantasy. This is especially true for content marketing.
By spending time making content valuable, you will obsess a little less on minutia that can paralyze your work. Publishing valuable content also makes your business a resource to your customers rather than another noise maker who tries to interrupt and make a sale. If you’re seen as a reliable, trusted source then guess who your customer will turn to when they actually need to buy something from you? The same is true for when you do offer something for sale. The Know, Like and Trust factors are already baked into your offer because they are already a follower/fan/reader of your content.
With the advantages of internet technology, nearly every small business should see themselves as publishers. Publishers of quality information that their customers can actually use. Information that they actually want to know. It shouldn’t be an ongoing sales pitch. It should be content that educates and builds trust with the reader who may or may not already be a customer.
Content that educates the customer helps them make decisions and in the current economy, every dollar is spent with some thought. Customers will do their research and expect to find volumes of information on any given topic especially online.
If you don’t think this is powerful stuff, read Do the Work by Steven Pressfield. He sums it up in two words: “Beat Resistance.”