I belong to a local photography club. Each month we have a photo challenge. This month’s challenge: Wabi Sabi.
I jokingly said, “I thought that was a spicy flavor!” The group laughed and the leader said, “Yeah, try ordering ‘wabi sabi’ in a restaurant and you’ll get some funny looks.”
So no, it’s not wasabi, otherwise known as Japanese horseradish.
Wabi sabi is the Japanese phrase for celebrating the beauty of imperfection.
According to the website Japan Objects, “…wabi sabi is imperceptible but everywhere: a crack on a teapot, the wood of an old door, green moss on a rock, a misty landscape, a distorted cup or the reflection of the moon on a pond.”
The concept completely fascinates me.
It’s another reason why Japanese culture intrigues me. They embrace imperfection. And although they also created the 5S methodology that emphasizes efficiency and productivity, there is plenty of room for wabi sabi in their lives.
Are you chasing perfection?
In the U.S., there is a focus on perfection. Take for example the story about former Secretary of State, Henry Kissinger and his speech writer at the time, Winston Lord.
In the late sixties and early seventies, Winston Lord handled three of the biggest foreign policy projects: the opening to China, bringing the Vietnam War to a close, and an attempt to improve relations with the Russians.
In addition to his many political duties as the Ambassador to China, Lord also wrote speeches for Henry Kissinger and Richard Nixon. This particular role was a tough one. Kissinger was a speech writer himself and harsh critic.
As the story goes, Lord prepared a speech and submitted the first draft to Kissinger one evening.
Kissinger then calls Lord the next morning for feedback on the speech and asks, “Is this the best you can do?”
Lord replied “Henry, I thought so, but I’ll try again.”
He goes back to the drawing board. Like many writers, he tweaked and revised the copy and resubmitted the second draft a few days later.
The next day, Kissinger calls Lord into his office and again asks “Are you sure this is the best you can do?”
And like many other writers, Lord begins to question his work. He replied, “Well, I really thought so. I’ll try one more time.”
Amazingly, this pattern went on… and on… and on. Eight times. Eight drafts. And each time, Kissinger would say, “Is this the best you can do?”
Finally, Lord returns to Kissinger’s office with the now ninth draft and waited for the green light.
So, Kissinger called Lord in the next day and asked him the same question, “Is this the best you can do?”
By this time, Lord lost his marbles. He furiously replied “Henry! I’ve beaten my brains out – this is the ninth draft! I know it’s the best I can do; I can’t possibly improve one more word!!!”
Then Kissinger looks at Lord and nonchalantly said “Well, in that case, now I’ll read it.”
It’s a great anecdote. But it also sets the expectation that we need to beat ourselves up if what we produce isn’t perfect.
Yes, You Want Quality…
I don’t want you to assume I’m against quality writing. There is nothing wrong with pursuing excellence. It’s what everyone should be doing when they embark upon any creative journey.
But what I am saying is that the pursuit of perfection may prevent you from excellence.
What do I mean by that?
I’ll use direct response copywriting as an example. This type of copywriting is commonly used for direct mail promotions that sell books, subscriptions, health supplements, home health products, and more.
Basically, anything sold directly to the consumer will use this style of copy. But if you read it, you’ll come across phrases like this:
Investing in this stock? Are you out of your ever-lovin’ mind?!!
1,472 US Banks are already hanging by a thread… is a crash just around the corner?
Sneaky little arthritis tricks…
This type of copy uses heavy emotional trigger words, which some consider too over-the-top. But the bottom line is that such copy works. It gets results. If it didn’t, the companies using it to sell their products wouldn’t bother with it.
Direct response copywriting also can be grammatically imperfect. Often it reads as though someone is having a beer with you while chatting. The tone is very similar.
Such copy gets results, but it’s not perfect. This is why an English major will very rarely succeed as a direct response copywriter. All they’ll be able to see will be the “mistakes.” If you ask an A-level copywriter if they’d rather train an English major or a salesperson—they’ll chose the salesperson every time.
It’s because salespeople know how to set up a sales conversation. Much of the time, those conversations are down-to-earth and relatable. Salespeople work hard to find ways to connect with their prospect and earn their trust. It’s a different perspective than keeping a vigilant eye for dangling participles.
Don’t Let the Perfect Keep You From the Good
The “paralysis of analysis” mindset easily entraps many. Our culture rewards those who obsess over the most minute details.
But take a moment to pause and breathe deeply. What do you want to accomplish? I’m sure you have a lot of ideas and projects on deck. Do you want to allow one important project to stall everything else in your life?
Or, like the Japanese, are you willing to loosen your grip and appreciate that there will be imperfections?
As someone said, “draft one is better than draft none.” Most of my fellow copywriters admit that their first drafts suck. It’s usually because we’re working on what the client has originally expressed as their vision for the project. But we know once the client reads the first draft, there will be changes as they re-consider their original idea.
Are you waiting to write your own book until you’ve perfected your process? Perfected your knowledge base? Or maybe you’re waiting until you’ve perfected your own execution of your strategy.
Well, consider this a friendly nudge to consider “wabi sabi-ing” it. Embrace your imperfections and just do it anyway.
