You’ve probably heard the mantra “move fast and break things” more times than you can count. It’s plastered on office walls, repeated in team meetings, and part of many company cultures. As a B2B copywriter, you might feel constant pressure to stay ahead of the competition.
But what if I told you that sometimes, the best thing you can do for your business is to slow down?
Yes, you read that right. Slow down.
It might sound counterintuitive, especially when deadlines are looming, and clients are demanding results yesterday. But hear me out.
Let’s talk about why (and how) hitting the brakes can accelerate your success as a B2B copywriter.
The Pitfalls of Moving Fast
As a copywriter, your to-do list probably feels never-ending. Client deadlines, content calendars, pitch proposals — they all demand your immediate attention. It’s tempting to equate speed with productivity. But let’s examine what we might sacrifice when we’re always in a rush.
1. Unplanned Actions Lead to Expensive Mistakes
As Gabe Arnold wisely notes in his book Atomic Words:
“While taking action is an absolute key part of success, taking unplanned action often leads to expensive learning experiences.”
When you’re racing against the clock, it’s easy to make hasty decisions that can cost you dearly. These aren’t just minor typos or misplaced commas; we’re talking about mistakes that can set your business back months or even years.
Impulse Investments
In the rush to stay ahead, you might fall prey to FOMO (Fear of Missing Out). That shiny new course teaching you an awesome-sounding skill or the latest AI writing tool might seem irresistible. Without careful consideration, you could invest in resources you don’t need or don’t align with your business goals.
Overcommitting to Projects
When you’re in a hurry to grow your business, it’s tempting to say “yes” to every opportunity that comes your way. But taking on a client or project that’s outside your expertise or doesn’t align with your strengths can lead to stress, subpar work, and a damaged reputation.
Misguided Marketing Efforts
There’s always a new platform or strategy to try. But jumping onto every new trend without proper research can waste time and resources. You might invest months into a marketing approach that doesn’t work for your niche or target audience.
Neglecting Due Diligence
Rushing through client onboarding or project planning can lead to misunderstandings about scope, deliverables, or payment terms. These oversights can result in scope creep, disputes, or even legal issues.
2. Burnout and Decreased Creativity
If those issues aren’t enough, you could also face burnout.
Your brain is like a high-performance engine. Run it at full throttle all the time, and eventually, it will overheat.
Constant high-speed work will leave you feeling exhausted and uninspired. When you’re burned out, your creativity takes a nosedive. And burnout manifests in ways that directly impact your work. Your creativity and fresh perspective are what clients pay for.
Writer’s Block
You stare at a blank page; instead of ideas flowing, your mind goes blank. Those clever headlines and engaging calls-to-action that used to come so quickly now feel like pulling teeth.
Recycled Ideas
In your burned-out state, you might find yourself reusing the same phrases, structures, or concepts across different clients. This lack of originality can make your work feel stale and disappoint clients paying for fresh, tailored content.
Difficulty with Complex Topics
B2B copywriting often involves explaining complex products or services. When you’re burned out, simplifying these topics for your audience becomes a Herculean task. You might struggle to find clear analogies or relatable examples that make your writing shine.
Reduced Problem-Solving Ability
Crafting B2B copy often requires creative problem-solving. How do you position a client’s product as the solution to their customers’ pain points? When you’re burned out, connecting these dots becomes increasingly difficult.
Diminished Enthusiasm
Your lack of energy might seep into your writing, making conveying excitement about a client’s products or services harder. This can result in copy that fails to inspire or motivate the target audience.
The Benefits of Slowing Down
Now that we’ve explored the pitfalls of always moving at breakneck speed, let’s look at the flip side. What happens when you deliberately slow down?
1. Time for Processing and Decision-Making
Gabe Arnold also says in Atomic Words:
“Wisdom tells us that slowing down will give us the time and space to thoroughly process what’s happening around us and allow us to make the best decision we can.”
When you slow down, you give yourself the gift of perspective.
2. Improved Quality of Work
When you’re not rushing, the quality of your work naturally improves. Your writing will be more polished. Your storytelling more coherent. Your messaging more tailored. And your proofreading more thorough.
3. Better Client Relationships
Slowing down doesn’t just improve your work; it can transform your client relationships. You’ll be able to ask better questions to help uncover your clients’ deeper needs and objectives.
You have the time to explain your strategies and decisions, helping clients understand the value you bring and fostering trust in your expertise.
And slowing down allows you to focus on building lasting relationships rather than just completing transactions, leading to repeat business and referrals.
Overcoming the Fear of “Falling Behind”
Slowing down can feel risky. You might worry about falling behind competitors or disappointing clients who expect quick turnarounds.
You need to reframe your understanding of productivity and success. Productivity isn’t about how many words you write or projects you complete — it’s about the impact of your work. One well-thought-out campaign can be more valuable than several rushed ones.
Building confidence in your slow-and-steady approach is key. Keep track of projects where extra time led to better outcomes and use these as reminders when you feel pressured to rush.
When communicating with clients, be transparent about your process and why it leads to better results. Educate them on the potential pitfalls of rushed work and the value of a more thoughtful approach.
Conclusion
Yes, slowing down might seem counterintuitive. But when you give yourself time, you’re not just improving your copy — you’re elevating your entire professional practice.
Challenge yourself to incorporate one “slow down” strategy into your next project.
In doing so, you might find that by slowing down, you’re getting ahead — producing more impactful work, improving client relationships, and building a more sustainable, fulfilling career.
