If you’re in a highly creative field, you might think you have to hire creatives all the time, which can be very difficult because often very talented creatives are quite difficult and expensive to hire and manage. But you can actually create systems and templates to get a lot of the leverage from just a few creatives. I shared my answer to this conundrum with a student inside SuperFastBusiness recently, and I’ve captured the recording here to share with you.
So what if you had like more of a queen bee thing? You know, like, like a bee colony? There’s one queen bee and it sort of directs all the worker bees, you know, organize around that. Could you have a few key creatives that then have sub-team members that aren’t quite as creative? Are you using systems that you are productizing?
Look, I helped a copywriter who had very good email follow-ups. It’s very, very relevant to your question. She’s really good at email writing. It is quite creative. But what she has done is build up a story library and asset library of all the best emails, potentially hundreds of them. What I encouraged her to do is to have a prototype software built out of it, where she can put in a few criteria at the front end. And then it spits out from her database the categories of emails that are original, and that can be deployed behind the scenes.
Now, the customer-facing side of it, they don’t know that this software exists. They don’t know that it’s involved. As far as they’re concerned, they’re paying a good fee, and they’re getting really good creativity. But this tool is just making it a bit easier behind the scenes to turn this into good work.
I would definitely challenge your presumption that it’s so creative and that it has to be done this labor intensively. Maybe you’re just targeting at too high a level customer and you could target a lower-level customer who would be really happy with a more templated approach that they could be done on a mass scale, and they’d pay almost the same amount.
A couple of examples I’m thinking about are there are newsletter services which write good quality newsletter content, they have four or five team members. They are scouring the internet looking for good quality content, they put it together. And then what they do is they license those emails out to other people, they put them in a library, and then they sell licenses for people to use that email. It also reminds me of a client I had who used to service the repair industry, the car repair industry, and he would write a monthly newsletter. And then he would license it to car repairers, and hundreds, maybe even thousands of car repairers would send out the exact same email.
So I would have to think of all the emails you’ve ever written as a team with all the clients you’ve got, there must be a 64:4, you know, there must be a handful of those emails or a particular type of template that can be used over and over again in multiple ecommerce stores to no detriment of anyone else. I mean, I don’t know how many people are using my cart abandonment sequence from SuperFastBusiness. But I’m gonna hazard a guess that it’s dozens. And I’m sure they’re getting tremendous results because the people who have told me they’re using it for the most part, have experienced a gain.
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