I’m a big believer that you can set yourself apart from your competition if you just consistently deliver what people want.
Case in point…
Every 10 days or so, I go to the barbershop and get my beard trimmed by a guy named George.
I don’t go to anyone else.
And if George is out of town, I’ll simply wait til he’s back.
Why?
Because George is damn good.
But more importantly, he’s consistent.
For example…
If I get my beard trimmed 10 times by George, I’m gonna be very happy 9 out of those 10 times.
My beard will look how I want it to look.
He’ll get the length right…
The mustache line will be just above my lip…
And the fade will be nice and clean.
So he nails everything…
Now compare this to the barber I went to before George and it’s a very different story.
The guy I went to before George was also damn good at trimming my beard.
When he was “on”, I looked like a million bucks.
However he had one big flaw…
He wasn’t consistent.
So if I got my beard trimmed by him 10 times, I’d probably only be happy with how it looked 5 of those times.
The other times I’d have to go home and try to fix it with my own clippers.
Which sucked.
Sadly, I put up with this for a while…
Cause when he was “on” my beard looked great.
So I just kept hoping it would “click” and he’d start nailing it everytime.
But that never happened.
And eventually it dawned on me that this is just who this guy is.
He’s an amazing barber…that’s inconsistent.
That was reality.
He was like a baseball player that hits two homeruns in a game, and then goes 0 for 12 in his next three games.
That’s who he was.
He had a lot of “flashes” of being good…
But couldn’t do it consistently.
And this is very valuable lesson if you’re out there writing copy for clients.
Why?
Because clients want consistency.
They want someone who’s easy to work with…
And someone who delivers time and time again.
And here’s the thing…
Most clients will gladly hire someone who’s worse at copy but who’s consistent, over a brilliant copywriter that is hit and miss.
That’s the truth.
So my advice?
Focus on being consistent.
Make every project your best one.
Your bank account will thank you in the end.
Keep that in mind…
– Justin
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Note: I’ll be in Mexico next week for a copywriting retreat I’m hosting with Dan Ferrari.
While I’m there, I most likely will take about ~10 days off from writing my daily emails so that I can enjoy the retreat and be fully present.
So if you don’t see any emails from me over the next few weeks, that’s why.
If you want to see some of the behind-the-scenes of the copywriting retreat, just follow me on Instagram.
I’ll be posting pics and vids over there @ItsJGoff
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If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
