Confessing to our worst professional habits isn’t easy. But we’ve probably all got a fairly lengthy list of things that we did way too much of in 2015 that made us less productive, healthy or happy.
Here’s my own list of daily infractions that I’m determined to do less of this year. If, like me, you’re a creative professional with a coffee addiction and wandering mind, then it might also help you lay the foundations for a successful new year.
1. Get distracted by the ‘crack bar’ on Daily Mail online
A sub-editor friend who works for the Daily Mirror recently revealed that the trashy entertainment panel on Mail online is known in the industry as the ‘crack bar’, because it’s so nasty and moreish. I hate the DM for so many reasons, yet I’ve been thoroughly Zammo-ed by it. Rita Ora’s on the beach, Kim Kardashian’s bum is walking somewhere, Miranda Kerr’s eating food. Click, click, click. Of all the habits I need to kick, this is the big one.
2. Make three pots of coffee before 11am
Coffee is a writer’s best friend. It’s helped me kickstart countless projects and always gives me a warm kick up the bum when deadlines loom. But you can have too much of a good thing. Where’s the line? Who knows? But it’s safe to say that two pints of coffee before lunch crosses it.
3. Reward yourself with a treat at 9am
Eating three biscuits before I’ve done anything productive is, well, counter-productive. Instant gratification is out the window for 2016.
4. Be a Twitter addict - but never contribute
I love Twitter, but my contribution has never moved beyond reading interesting content and liking the odd tweet. This year, I’m making it my goal to use the platform more effectively to build stronger connections and expand my client list.
5. Wind down on a Friday afternoon
I’m often guilty of easing off the gas on a Friday afternoon which, as a freelance writer, means I’m throwing away 10pc of my potential income. That really is stupid.
6. Ignore the high bounce rate on your website’s landing page
The Writing Lab succeeds largely from referrals. One client likes what we do and the word spreads. The only drawback has been that I’ve ignored issues with my website - not least the fact that people who land on it don’t click through its content as much as I’d like. This year, I’m going to stretch its value and usability. It’s been a while since I studied physics, but that should make it a lot less bouncy.
7. Write ‘clickbait’ headlines
I’m slightly guilty of it on this post, but at least I didn’t write ‘16 insanely amazing things that will change your life and make you rich in 2016’. Clickbait is the modern day Wonderbra, where the lure of something exceeds the reality. BuzzFeed does it brilliantly, but others, including Elle UK lower the tone of their brand with titillating titles that simply don't deliver on content.
8. Pretend you fully understand SEO
Every good copywriter needs to understand SEO, but they also need to be flexible enough to accept that the goalposts are constantly moving. My tip for every copywriter is to keep learning and stay ahead of changes to search, so you continue to deliver the crisp, creative, keyword-friendly content that brings more traffic, and more sales, to your clients' businesses.
9. Spend longer on projects than is really necessary
I'm prone to spending more time than I need to preening and pruning an article, when there's no real added benefit to my client. Vanity exercise? Yes. Good for business? Nope.
10. Listen to music when you’re working
I love music. It's a triumph of human ingenuity. But it's time I was honest with myself and admitted that listening to it when I'm working makes me less productive. If it's a repetitive task that I'm familiar with, then fine. But anything more immersive takes longer if there's a beat in the background. Silence is golden if you want to be a productive writer.
11. Only work to full capacity when a deadline draws near
It’s amazing what you can do in an hour when the pressure’s on. This year, I’m going to treat my working day like a series of shorter deadlines to improve my efficiency and client satisfaction.
12. Watch This Morning on your lunchbreak
Gino’s making pasta. Holly’s laughing because Phil said ‘big one’. Alison’s got 500 quid down her bra. Is this really making me a better human being?
13. Listen to podcasts in bed
One of the biggest lies I tell myself is that I’ll switch off the podcast before I fall asleep. I've never once achieved this. Instead, I wake up at 2am half strangled by my headphones, wondering where I am, who I am and what I’m doing. Not a great recipe for a good night’s sleep.
14. Believe that apps can’t improve your life
I like to embrace new things, but have been reluctant to absorb apps into my life. Other freelancers sing the praises of apps which help them organise their time better or block distracting celebrity websites. It's time I tested them for myself.
15. Eat a cheese sandwich for lunch - every day
Yummy yes. Nutritious and energising no.
16. Check your emails every time your phone vibrates
Oh look. It’s Sports Direct again. Even though I’ve emailed them eight times asking to be removed from their mailing list. Leave your phone alone until lunchtime Ian.