The 30-Foot Rule: How to stop perfectionism from slowing down your copywriting business

“It just has to look good from 30 feet away.”

That’s what we kept muttering to ourselves, paintbrushes in hand, as we brought the Willy Wonka set to life for my kid’s school drama production. Picture it: a handful of parents, fueled by coffee and a mission, debating whether extra squiggles would make the gobstopper machine really pop.

Spoiler: it wouldn’t.

But then, the drama program director would walk by and remind us that the audience wouldn’t even notice those details. They were in a dark theatre, after all. What they needed were props that were colourful, lively, and just realistic enough to set the scene. We had to get a grip, zoom out, and focus on the big picture because, honestly, we had more sets to paint than hours.

Of course, it’s the same in our copywriting businesses. Sometimes, we need to know when to let go of perfectionism and get things done.

The power of perspective: Knowing when to zoom out

You can’t be painstakingly perfect on every single thing—there just aren’t enough hours in the day. And you know what? It’s not necessary. You need to know where to go all-in and where “good from 30 feet away” is not only enough but perfect.

So, when is it okay to zoom out?

When broad strokes are fine

When it’s your social media imagery, for example, it needs to be slicker than if you handed Canva to a toddler, but this isn’t the Clio Awards. It’s a quick, eye-catching snapshot meant to stop the scroll. You don’t need to spend hours fussing over font pairings or obsessing about which shade of coral says, “I can write copy.”

Paint that with broad strokes and move on. There are more important details to dive into.

When the details really matter

Okay, so where should you lean in and get granular? 

When your prospective client is up close and personal with your brand. These are the moments where the details matter—where they can make or break a potential relationship.

Here are a few key areas where you should zoom in:

Your discovery call process: Make a great first impression

This is often the first deep-dive moment someone has with you, and it shouldn’t feel like an afterthought. It’s not just about getting them on the call; it’s about making that entire journey feel intentional, warm, and all kinds of “I’ve got my sh*t together.”

• Contact Form: Don’t just slap up the basics. Use it to qualify leads and sprinkle in some personality. You’re a copywriter—this is your time to shine! Ask interesting questions that align with your brand voice and help weed out the tire-kickers.
• Automated emails: These are prime opportunities to build connection and excitement. Turn them into personalised touchpoints that feel crafted specifically for each person, even though they’re automated. The last thing you want is for them to feel like they came off the assembly line.
• Timekeeping & call structure: Make sure your discovery call questions are intentional and efficient. Show up as a pro, uncover what you need to know, and make sure the call doesn’t drag on longer than an Oompa Loompa musical number.

Post-call touchpoints: Follow up like a friend

Your follow-up emails should be marinated in confidence and enthusiasm, validating the time your prospect invested in you and getting them genuinely excited about the possibility of working together. It’s all about building trust and affirming their decision to reach out.

And then, of course, there’s your copywriting proposal. This isn’t just another brushstroke; it’s the squiggle that turns potential into a paying client. This is where attention to detail can pay off big time.

Make sure every word counts and that the proposal feels like a tailored fit for their needs.

Don’t forget about your subscriber opt-in process

Just like welcoming someone onto a call, think about your email subscribers. Your list isn’t just an inbox filler—it’s a community of potential clients in the making. The opt-in page, the thank you page, the welcome sequence—they all deserve your attention.

• Opt-in & Thank You Pages: These are your chance to make a great first impression. Think beyond the basics and infuse personality wherever you can.
• Welcome Sequence: Craft a sequence that tells your story and gets people excited about being in your world. Don’t skip the details here—this is where you lay the foundation for future relationships.

Even your error messages can be a moment of connection (and a bit of humour)—it’s all part of curating a seamless experience that makes people feel like they’re in the right place.

The bottom line: Knowing when to lean in (and when to let go)

So, what can you zoom out on this week? And what deserves your up-close and personal energy?

Knowing which to prioritise is the difference between running yourself ragged and building a business that feels as smooth as a chocolate river (minus Augustus Gloop). 

When you let go of perfection where it doesn’t matter, you free up the time and energy to perfect the things that do.

Here’s to knowing when to step back and when to lean in!