The story you wrote is terrible,” a friend told me.

The client, however, told me, “The story worked very well. We got two leads”.

Yes, they were talking about the same story.

It’s easy to get confused and misled by feedback, especially by our peers and colleagues. We spend a lot of time with them and subconsciously feel the pressure to impress them.

​But it’s important to remind ourselves every day that the copy and content we create is not for our colleagues. It’s for our clients and their clients.

As Seth Godin would say, “Be very clear about – Who is it for?”