surprising content lesson from a $40m/yr ceo

In 2022, I was the email list manager for a company called Closers.io.

At the time, they were doing $30 million a year.

(Now they’re up to $40m+)

The founder and CEO is a guy named Cole Gordon…

Who was actually one of my FIRST freelance copywriting clients back in 2016.

So it was pretty cool to watch him go from struggling to sell print-on-demand tees… 

… to building a hugely successful and influential sales training company.

His client list these days is a who’s who of online business:

- Tony Robbins
- Dean Graziosi
- Frank Kern
- Grant Cardone
- Brooke Castillo

I’ve learned a ton of marketing, sales & business lessons from him over the years…

But perhaps the most surprising one was about content.

Specifically:

Embracing the power of a “minimum viable product.”

What does this mean?

Not getting hung up on making things look pretty or perfect…

But instead recognizing when something is “good enough” and letting it rip.

Now, this is an easy one for me to preach…

Because I don’t have a massive platform or widespread name recognition.

99% of people I reach with my content or ads have no idea who I am.

It’s different for Cole though.

Lots of people know who he is and what he’s done.

So to see him publish content or put out videos and products that were still rough around the edges was an eye-opener for me.

He never let his ego get in the way.

The focus was always on speed and rapid iteration instead.

It’s a big reason why he’s been so successful IMO.

And something I’ve internalized since I left.

Because ironically, I think you’re most at risk of falling victim to perfectionism in the beginning.

For example:

Most people put off launching their newsletter until they have the perfect name…

A beautiful logo…

The most creative content template…

Not to mention the deepest and most resonant message… 

Written in the cleverest, most eloquent and grammatically pristine fashion.

But here’s the uncomfortable truth:

That moment will probably never come.

Instead, embrace the fact that everything you do will get better over time…

(as long as you keep doing it)

And no one who sticks around will remember what it was like in the beginning.

If it works, you can always come back and improve it later.

Jim Hamilton

P.S:

If you want to dive deeper on this topic, I highly recommend the book Ready, Fire, Aim.