Over the last couple years I’ve really struggled with an identity crisis as a small business owner.
When it comes to my client work and what I do for other people, I’m super confident, but I’ve been unable to do for myself what I do for other people. I doubt and second guess myself all the time, and I know that it hinders growth.
Part of my identity crisis has played out on this blog. In the past I tried to write in a cut and dried, business-y, authoritative voice using appropriate keywords and link bait titles such as 3 Ways to Improve Your Story.
But writing those posts made me feel fake and distant from my work, because when I talk to my clients, I don’t say things like, “HERE ARE 3 WAYS TO IMPROVE YOUR STORY: FIRST, throw out all the marketing advice you’ve ever heard! SECOND, listen to everything I say! THIRD, I always come up with a third thing, because titles with 3 things always get the clicks!”
Yet, that’s how EVERYBODY writes copy these days, and that’s how I was being advised to write in order to position myself as a “thought leader” (a buzz word I’d love to punch in the face).
At the same time, we were struggling to land the type of client that would let me write in a voice that was captivating to audiences in every other medium in which I write — relatable and conversational.
One day my friend and colleague knocked me over the head via our Slack channel and said, “QUIT OVERTHINKING IT. Just be who you are in all your content, and the right clients will follow” (my paraphrase).
So we relaunched the blog and I started writing like a person and not a robot.
And let’s be honest: this blog isn’t going to close any deals, anyway, so I might as well be myself and have fun with it.
** (see what I did there?)