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🙏 Content Heaven, Content Hell 🔥 #3

Alan Wanders
Alan Wanders
Thanks for reading this email instead of the news.
There’s an information war on and even this sentence is a little skirmish. I really do see this as a zero-sum game. It’s me vs. the news. I know I can count on your support.
Anyway, here’s one content idea you probably won’t have heard of, and another you should torpedo to the sea floor.

🙏 Content Heaven - Feedback Council
Like literally anything on earth (apart from maybe otorhinolaryngology), giving feedback is easier said than done.
The problem here is often that people don’t care enough to respond thoughtfully or they care too much to respond honestly. Then they might misunderstand what you’re trying to do, fail to see the potential in a good idea, or struggle to put themselves in the shoes of the person the content is really for. Seth Godin says a lot of smart things on this topic.
So there’s lots that can go wrong.
That’s why it’s important to ask for feedback from the right people, and for those people to keep giving you feedback.
When someone gives you really good feedback, ask them if it’s alright to ask them for more feedback later. If they’re up for it, find out if they like to drink beer, wine, coffee, etc. and buy them something fancy. With the gift, send a note that tells them how you were influenced by their previous feedback, and thank them for their future support.
Do this every time you get invaluable feedback, and soon you’ll have a fully-formed Feedback Council to help you make excellent decisions.
🔥 Content Hell - Death by 1,000 Cuts
Finally, a title that sounds like it belongs in classic fire-and-brimstone hell, not just mildly inconvenient, white collar, probably-getting-paid-for-it-anyway, content-related hell.
Sorry to disappoint any Satanists (feel free to unsubscribe), but by death I mean fatigue, and by cuts I mean edits.
The experience of editing bad copy is not a pleasant one. Your first thought is ‘Great! Clocks in at one thousand words, everything seems in order here…’
But then you recognise you’re not just editing words, you’re also working backwards through a thousand tiny decisions about what ends up on the page and what doesn’t.
And if even 30% of those decisions (seems about right?) were mis-steps, then it’s probably easier to start over than patch everything up.
So next time you’re looking for a content writer, think in terms of ‘decisions to be made well’, not ‘words to complete’. When you frame it that way, you’ll pick the higher quality, probably more expensive writer 10 times out of 10.
  • Content Heaven 🙏 Reward great feedback
  • Content Hell 🔥 Think of copy as # decisions, not # words
👉 Over to you
Thanks for reading! Now you’re done there are two ways you can help. Either would be amazing.
  1. Forward it on to someone who you think would like it
  2. Reply and let me know what you thought of it
Thanks, and see you in two weeks!
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Alan Wanders
Alan Wanders

Content hits + misses for B2B SaaS folk. Sent every month.

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