Writing gives you the illusion of control, and then you realize it’s just an illusion, that people are going to bring their own stuff into it. — David Sedaris

That some people won’t ‘get’ your services or your sensibilities is not a failure on their part or yours. The stuff they’re carrying is beyond your control and often beyond theirs. They bring it to your site and use it to interpret (and sometimes despise) what you offer.

Accept that:

  • Your clever subject line will seem stupid to some people.
  • Your reasonable price will seem ridiculous to some people.
  • Your well-informed opinion will seem inconsequential to some people.

Maybe they really hate alliteration. Maybe they had a bad experience with another consultant or saw no increase in sales after spending a chunk of their budget on a new application. They might also be having flashbacks to a bad date. Or be stuck at the office looking at your website when they’d rather be having a beer.

This isn’t an excuse for not trying. You should try your best, then test and make your best even better. But remember that sometimes its them not you.

All you can do is make sure your site reveals the stuff that matters to you: your purpose, your methods, your value.

Of course, some people will love you…

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