A Business Lesson from a Crying Baby

My youngest is teething, and last night she started crying sometime between midnight and 1 a.m.

She cried for more than an hour even though both my wife and I tried at separate times to calm her down and get her back asleep.

Recognizing our efforts were futile, we tried to ignore the crying while drifting in and out of sleep…

At times, my daughter stopped crying for a minute or two, but even in the quiet my mind played tricks on me. I thought I could still hear her crying even when she was silent.

I was losing perspective because I was tired and it felt like my daughter had been crying for “forever.”

So what does this have to do with anything?

Simply this:

Your ability to see (or hear) accurately diminishes the longer you’re exposed to the same stimulus (image, sound, message, etc).

For example, have you ever noticed the hidden image in the FedEx logo?

fedex logo A Business Lesson from a Crying Baby

You’ve probably seen it hundreds of times, but only a few people ever notice the arrow that is cleverly sandwiched between the letters “E” and “x.”

This same kind of “overexposure blindness” can quickly develop with sales letters, too… especially sales letters you have personally written.

If you’re editing a sales letter or piece of copy you’ve written, it’s not uncommon to lose some of your objectivity with each additional reading.

  • During one reading, you may feel like your copy is strong and persuasive.
  • During the next reading, you may feel like your copy still needs work.
  • And during the next reading, you may lose your ability to tell whether what you’ve written is good or bad — or even how to improve it.

This is a normal response, and it’s why I believe everybody needs an extra pair of eyeballs.

But what should you do about this “overexposure blindness”… this loss of objectivity?

Well, you could wait a few days and hope that you regain your ability to see and judge accurately.

Or you could put together a mastermind group of experts who are willing to trade feedback with each other.

Or you could hire a professional copywriter to give you a second opinion, along with ideas for improvement.

Each of these options could work, but the third option is certainly the quickest, most direct route to your destination.

Luckily for you, I’m celebrating my 8th year of freelancing this week, and you can get a copy critique — plus two bonus gifts worth $500+ — for just $247.50, which is half off my normal rate.

But this offer expires on Friday, June 14th, or after 10 critiques have been sold, whichever comes first. (I’ve already sold three. There are seven left.)

You can get all the details here:

http://www.ryanhealy.com/copy-critique

-Ryan M. Healy

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