Writing for yourself

This week alone, I will have written six newsletters. That doesn’t include the one I’m writing now.

You may wonder, how do you write so many and know they are all different enough? That you don’t write the wrong voice for the wrong client?

First off, unlike some, I will admit to getting tired of writing. So I always try to only write for one client on one day. But, that doesn’t always happen.

Most importantly, though, this is the main reason I don’t niche down. All of my clients currently are vastly different, across fields, tone, and business goals. And I love it that way. I think I’d go crazy if it wasn’t. So each of those newsletters was incredibly different naturally, unless they were for the same client, some of which were.

For those not in the small business world, the idea of “niching down” is that you can be very very successful as a small business owner if you serve only a very specific audience. I’ve certainly seen it work. For example, I’ve seen business coaches who only work with other coaches, email marketers who only work on one platform (whereas I currently work across four), and nonprofit consultants who only work with organizations serving a specific cause.

All of these businesses have an easier time marketing as it is super targeted, and things like any paid advertising they may do are incredibly specific and thus more successful. Not only that, but word of mouth about them spreads quickly as everyone knows exactly who to recommend or what service they specifically perform.

I know all this, and yet, that effectiveness and enticing possibility of success is something I purposefully sacrifice. Instead, I trade it in knowing that each of my clients is wholly individual and that I will be able to serve them best. Nothing is samey, and I never re-use creative work across clients. There is no formula for what I’m working on when I write for them—and it keeps me sane.

Instead, when I talk about the work I do, I speak with them about the idea that good work will get you farther. Yes, there are some universal strategies and best practices involved that I implement on their behalf or advise them on, but the difference is what makes them special. It’s what makes their clients or consumers want to work with them.

So instead, I revel in the fact that every day and every project is different. The change excites me. This week I’ve been the voice of a grant consultant, a tech-startup founder, a nonprofit, and, most importantly, myself.

Before this point in my career, I never would’ve called myself a writer. Now, it’s one of my proudest achievements.

All this is to say, it can be hard to write for so many voices, but the thrill of the challenge is what gives me life. And at the end of the day, I get to come back here, to myself.

Lesson Learned: Taking the hard road can often give you the greatest gift and reward. It may take longer to get where you want, but the trip will have been worth it.