The Perfectionist: In Search of the Immaculate Comma (Or, Why Your Email Campaign Is Taking 3 Extra Days)
Today we are talking about the perfectionist. We’ve all encountered them, those delightful individuals who, in a past life, were probably responsible for ensuring the punctuation on Shakespeare’s manuscripts was flawless. You know the type: they can spot a misplaced apostrophe in a 500-page document quicker than you can spot a typo in a text from your mum. While this superpower makes them champions of grammatical precision, for content creators, it means bracing yourself for a review process that could outlast a Coronation Street box set.
Typewriter typing out 'rewrite...edit...rewrite...edit...rewrite'
At Tide & Ink, we’ve discovered that the perfectionist client is both a gift and a curse—a rare mix of appreciation for quality and an obsession with details that would slip past even the most hawk-eyed proofreader. Now, don’t get me wrong, striving for flawless content is a noble pursuit, but when a single comma becomes the Everest of punctuation, you know you’re in for a steep climb.
Allow me to paint you a quick picture. You’ve crafted what you believe is the perfect newsletter email for your perfectionist client. It’s packed with engaging headlines, SEO-friendly keywords delicately woven into every paragraph and an irresistible call-to-action at the end that practically screams “click me!” You hit ‘send,’ brimming with confidence, knowing this is the campaign that’s going to knock their socks off.
Pair of socks hanging on the washing line
Then, the response lands in your inbox and it’s... detailed. Not about the content, mind, it’s all about that comma in the fourth paragraph which, they assure you, completely alters the tone. Now, unless you have some sort of punctuation-induced sixth sense, you’re probably scratching your head at this. But in the world of the perfectionist, every comma, colon, and full stop is sacred. So, you make the adjustment, nudging the comma one space to the left, convinced that this minor tweak will put the whole matter to rest.
Sadly not.
The email pings again. This time, it’s the use of a dash that’s been called into question. Not a major issue, but it might “distract the reader.” Could we try a semicolon instead?
I don’t know about you, but I’d wager that fewer than 2% of the population know how to properly use a semicolon (and even fewer actually want to see one). But , the client’s always right, so in goes the semicolon. You send it back, hoping—praying— that this is the end of the saga.
But of course, it’s not. The process repeats, with each new draft so minute in its changes that you begin to doubt whether you’re actually editing a newsletter or writing a dissertation on punctuation at the University of Oxford. You’re now less concerned about the content and more worried about whether this email will ever see the light of day.
However, here’s the thing, when all is said and done, the perfectionist’s eye for detail ensures that what you deliver is nothing short of immaculate. At Tide & Ink, we’ve learned to appreciate this type of client—while they may test the limits of our patience (and our sanity), they push us to produce content that’s as polished as a pebble on a Cornish beach and I love that.
So, if you find yourself dealing with a perfectionist, here’s my advice: grab a strong cup of tea, brace yourself for a deep dive into the minutiae of punctuation and remember that, when all’s said and done, your final product will be perfect. Just, you know, a few days later than expected.
Lady drinking a cup of tea
At Tide & Ink, we understand how important it is to create impeccable content that resonates with your audience while being finely tuned to the smallest details. We take pride in ensuring every word, sentence and piece of punctuation is exactly where it should be, offering content marketing services that are tailored to your brand’s voice.
Whether you’re looking for social media posts, blog content, newsletters, or email campaigns, Tide & Ink has got your back—no matter how perfectionist you may be.