This week’s question from my portal “The Neagle Code: Directions for Life” comes from someone who wishes to remain anonymous.
Hi David,
I have a copywriting business and a small team of writers who work under me. I write, but I also edit everything my team writes before it gets sent off to the client. It’s my name on the end, so I want to make sure I agree with what they write and that it’s on brand.
I want to scale my business, so I can make more money. But working with more writers takes a LOT of my time, editing. My dilemma is… do I hire an editor who edits like me? Do I hire better writers, so there’s less editing needed? I’m reluctant to hire more writers, because my clients are buying ME and MY writing.
Also, I see other people creating revenue streams like coaching or creating a course. Should I do that instead?
First of all, people are adding those revenue streams, because they think it’s easier… which is ridiculous. Most of them don’t know what the hell they’re doing.
I think you have to look at it from a few perspectives:
- What is your long-term goal? What’s your vision? What do you want to create, business wise?
- If you start bringing on another source of revenue, you have to consider the amount of time and attention required to build up that other source.
That’s always a great thing if you’re really solid in your primary business—where you can step away a bit to focus on something else. But you’re not in that place yet. So that concerns me.
I would look at finding an editor. Editing is a huge job, and it’s necessary. They don’t necessarily have to edit the way you do. Don’t get hung up on that. They just need to be a good editor.
The idea is… are you putting out the work that you say you’re going to put out?
If you want to create another source of income, then I’d get yourself to a place where you have the time, energy, and bandwidth to be able to do it. In that case, I’d look at hiring an editor and quality writers.
As far as clients buying you and your writing… I think you need to stop selling you and your team altogether.
Instead, focus on selling the outcome people are looking for. How you get them there, shouldn’t even be their concern.
If you fall into the trap of branding yourself consciously or unconsciously, then it’s a bear to get away from that… because nobody will want to work with anybody else but you.
I’ve seen people do this their whole careers. Even Tony Robbins can’t get out of it, because he branded himself way too much. My mentor, Bob Proctor, who just passed away, did the same thing. He could never get out of it completely, because it was always him. He was the brand.
Don’t sell you as the brand. Sell the outcome.
You can be the face of the company. But psychologically, what people are buying is the outcome, not the person.
