Does the advice: "Don't overthink it!" actually make it harder to write your material?

That heading was a rhetorical question. Which is kind of nice if you're a procrastinator, because it lets you feel like you don't have to answer the question, but you can. Perfect!

You're writing your sales page, or your home page. And it's just not coming together. You ask a friend and you get the dreaded three-word dismissal:

"Just do it."

or

"Don't overthink it."

Let's think about that one.

Why do people tell you "don't overthink it"? (It's usually about something you're planning to write for someone else to read).

Don't these "non-overthinkers" realise that Analysis Paralysis is a Thing?? And anyway, you're not overthinking anything. You're being cautious. Thorough. Attentive to detail.

Let's face it: you're a procrastinator.

Let's fix it. Yep. Right now. Not later. Don't you hit that back button.

First, admit you really are (possibly) overthinking it

Nobody is going to read your sales page as thoroughly as you do, or as many times. What matters is that it's yours and it's by you to connect with people who are a good fit for you. So, take some ownership, will you?

As G. K. Chesterton said:

When it comes to writing one’s own love letters and blowing one’s own nose, “these things we want a man to do for himself, even if he does them badly.”

Or (to paraphrase): "if a thing's worth doing, it's worth doing badly."

So yes, you really are overthinking it (whatever "it" is: your website, that email course, a sales page, or maybe even a call to an old client to ask them to say something nice about your work).

But "don't overthink it!" doesn't make you not overthink it, does it? It's a bit like me telling you not to think of blue ostriches.

So, after you add "Don't overthink it" to your To-do list, what's next?

Here's what's next. A simple exercise.

But first, let's get some background into what you're overthinking, and why. To do that, we're going to do a simple self assessment. Let me make it easy for you. It's not freeform answers. (I've worked with procrastinators before).

It's not even multiple choice.

All you do is read each question and answer "yes" to every single one.

(Don't overthink it!)

Do you dread the idea of people thinking you're too sales-y? Yes.

Do you jump into describing your product, and then second guess why your client wouldn't like it? Yes.

You like to be helpful, don't you? Yes.

You try to feel others' pain, don't you? Yes.

Do you hate people telling you "Just do it!" or "Don't overthink it!"? Yes.

Congratulations! You passed. You got five out of five. (I knew you would).

Next step is a tiny bit harder, but not much (really!).

Don't you wish clients would just jump at your offering?

Of course you do!

Can I give you a hint?

Here it is: stop offering!

I mean, before you jump into a sales spiel about your skills, your experience across so many industries, and the amazing service you offer, how about trying this instead?

Write out, in excruciating detail, what the client is going through that your service solves.

Better still, spell out their pain in their own words, and do it as if there were no solution at all.

That's right. You're going to drop your sales pitch (which you hate doing anyway). And you're not going to give up on your sales page or book or email before you even start.

All you have to do is this:

write out your customer's (or client's) pain in their own words.

A furniture company owner may not say: "I need more digital marketing." But they may say something like: "I've got to get rid of this furniture somehow, so we have space for the new season's stock."

A CFO for a mining company may not be too interested in SQL server performance tweaks and CPUs. But perhaps that CFO will respond to a question like this: "how long is it taking you to get a report on your transport costs for the last three months?". Ask that, and you might just have their attention.

Your best writing is going to come from your own customers. They tell you their problems, their pains and (most importantly) their symptoms in their own words.

Start with their pain. Echo it back to them, just to ask them: "have I got this right?"

They'll love that you did it, and and that you did it using their own expressions. They may not understand your solution, but they will see that you understand their problem.

This simple exercise of articulating your clients' pain as if there were no solution forces you to see that you really do connect with your clients, and feel their pain.

Once they see that you do that, you can easily proceed to their dream of what life would be like if that pain all went away.

Then, and only then, is it time to show them the solution which takes them from their pain (perfectly articulated by you) to their dream.

Got it?

Learn their pain. Say it back to them. Don't pitch. And don't overthink it.

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I'm Anthony English and I'm a business coach who helps senior independent consultants to connect with their ideal clients. Connect with me on LinkedIn and send me a friendly note. We might line up a free 20-minute call, followed by a non-free offer to help your business.

And if you're a chronic procrastinator, I'll be ready for you!