The Battle Between Strategy and Tactics
As a freelancer, most of the time I’m a tactician. That is, the client determines the strategy and I write the sales letter.
Other times clients call on me to create the strategy for a specific promotion… or even for the direction of their entire business. Nothing wrong with that. I love strategy.
What I’ve discovered (and only recently was able to put into words) is that it’s hard to be both the strategist and the tactician at the same time. One or the other, fine. But trying to fill both roles simultaneously can be a challenge.
The strategist has to play manager and make sure everything is getting done. The tactician needs to go into his cave and just work without worrying if all the other details are being handled. Do you see how these two roles can clash?
The appeal of being a freelancer is this: you tell me what to do and I’ll do it. Don’t suck me into lengthy meetings or gripe sessions with your partners or employees. Just let me do what I do best: write copy.
This may also be the reason why it’s sometimes hard for copywriters to transition into their own information businesses. Instead of just writing the sales letter, they now have to create the product, drive the traffic, convert people into customers — and determine the overall strategy behind the sales process.
And if you’re a busy, successful freelancer, then you’re probably buried in the tactics of what you do with little time to “work on your business,” as Michael Gerber might say. Not sure exactly how you get around this problem; I just know it exists. Your comments are welcome.
-Ryan M. Healy
