A good friend of mine has had a crazy-good run as a tech founder.
Thanks to a few solid exits, some smart investing and a primary high-profit business, he’s been able to build a VC firm to north of $200M in assets in his early 30’s.
(All my stuff looks like a lemon-aid stand by comparison).
But regardless, he’s the kind of guy whose advice you need to take seriously. So a few years ago over a coffee, he paraphrased Voltaire, and it’s something that’s been firmly embedded in my head ever since:
Don’t overdo it. Perfect is the enemy of good.
This applies to so many things. But as I see it, it’s especially applicable to marketers.
It’s easy to obsess over getting everything 100% right. Making sure all of your keywords are 100% untapped. Making sure your site is 100% optimized. Making sure your content is 100% perfect.
But here’s the thing… do this long enough, and you’ll quickly realize that there’s a lot of “100% efforts” that flop, and similarly a lot of “70% good-enoughs” that drive surprising results.
The takeaway here isn’t to slack off, or do sub-standard stuff.
Not saying that.
What I am saying is that making things perfect has a very real opportunity cost. If you’re spending multiple weeks to write each blog post… or agonizing over the look & feel of each landing page – or whatever else – in that same time you could’ve done 5-6 things that were still good, even if they weren’t “perfect”.
Which means that your marketing would’ve seen a 500-600% boost in impact, by running in “good mode”, instead of demanding perfection.
And ironically, by doing high-volume good instead of low-volume perfect, you now have a lot more results data to work with (and real-life feedback), from which to improve your messaging, and do stuff that’s a lot more effective.
In addition to simply committing to get stuff done as opposed to getting things perfect – this also means you’ll need to be mindful about what you can actually manage, single-handedly.
You need to decide:
- What you will do entirely
- What you need to oversee
- What someone else needs to do entirely
And here’s the big one when it comes to #3… in most cases, you’re going to be a lot better at ________ than whoever else is going to do it.
That’s just a fact of life, and a reality that you need to embrace as an entrepreneur. Otherwise you’ll spread yourself too thin on stuff that doesn’t ultimately matter. The captain may be the best deck-swabber on the high seas… but he needs to steer the ship, otherwise nobody’s going anywhere.
So what are some examples of things that go in the #3 Bucket?
These aren’t hard-and-fast, and obviously it’s going to depend on your core competencies + what you like doing. But generally the following areas are always the first things I recommend hiring or outsourcing to solve, ASAP:
- Customer support
- Bookkeeping / data-entry
- Anything you dread doing that someone else can feasibly handle; and
- Content production
And yes, I’m aware of how self-serving that suggestion is, re: content production 😉 But it’s not a meritless suggestion. Here’s why…
Founders should create occasional flagship, “perfect” content.
Things like Op-Ed thought leadership pieces, podcast interviews, and otherwise headliner content.
They should not be doing the weekly blog, SEO content, guest posting or otherwise anything that isn’t high-level. This is because publishing content for traffic growth & persistent engagement is very time-intensive, and it’s akin to paddling with the oars, and that’s what a crew is for.
Again, someone needs to be holding the steering wheel.
And this is exactly where Zag’s content fulfillment is designed to fit your business.
Our team can be activated at the push of a button, any time you need us, and in any capacity (1 article or 300) – and we can do a good job of competitive / trends research, and hand you back content that will consistently move the needle upward for you.
Emphasis on good job, at scale, rather than a “perfect” job – which simply isn’t our model (and isn’t what you need).
There is a time and place for flagship content that you should do yourself, perhaps a few times a year.
But to actually drive persistent growth with organic traffic (both with search and with social engagement), the key is to just steadily drip it out, and focus on high-volume good… not low-volume perfect.
So if you’re ready to grab the steering wheel… we’ll be the easiest content crew you’ve ever hired. Especially since we run the research & targeting for each article on our side – saving you hours of time per project.
If this sounds awesome, check out full details here: http://apps.zag.ai/SCF-ZagUsers
IMO it’s the perfect solution for people that need consistently good content 🙂