How to create a writing practice as a service business

“I'm a writer and, therefore, automatically a suspicious character.”  - Alfred Hitchcock

Well, one question is, is, why write? In a world of video, is slow, lethargic, crotchety old writing even worthwhile for the busy service business owner? It’s the videos that go viral. And the videos that build the most trust?

Or is it?

One of the decisions I made a few years back was to focus more on writing. Not to be a ‘writer’ in an ivory tower, but to use it as my medium for communication with businesses. So my main formats are books, articles and emails. Or, writing on an instagram post.

Part of this was because I always liked it. Also I just see it as the most superior. Call it bias, or whatever. But I kind of look at book authors as the top of the communication food chain. Then everyone else kind of falls underneath them. That’s just my view… Sure there are podcasts and TV stars et cetera. But there’s a reason why people know Hemingway’s name even if they never pick up a pen.

Anyway, things have worked out so far.

There’s plenty of trust. The content gets the reach. And, the contrarian in me smiles at the overflow of video out there, knowing that there’s another way, should one choose.

So a ‘writing’ practice versus a speaking practice, or whatever, is a choice.

Another thing I like is training. And, writing and training don’t have a lot in common. In one, you sit on your ass. With the other, you’re lifting weights. But there is one common thread: most people start, but don’t continue, and, on top of that, most of us think that we’re better than we are. In the training world, all we have to do is look at a ten year old weightlifter from Russia or China, and we get humbled pretty fast.

In the writing world, it’s easy to trick ourselves into thinking we’re a writer because we have written something. But in either case, it’s worth having the hubris to realise this whole thing is a lifelong practice.

And, even though it’s a practice, as a business owner, you can start to make more money as you practice.

And this is the trick.

A couple months back, I got an email from one of the creators. And she had started to write articles and send some emails. Well, on her thirteenth email ever, she put in an offer. I think it went out to thirty people or so. And a few people bought the consulting offer. That’s nothing to sneeze at. And, for anyone wanting to write better, that’s the goal. To get paid as the business owner, while you’re getting better as a writer.

So there are a few points to setting up a writing practice that sticks.

1 - Create a Reason to Write

You may say this sounds vague. But it’s key. For me, I’ve found that the more I write, the better I do, the more I can help people et cetera. It also helps me improve my work. On top of this, I look at writing as a long term thing. So that’s part of the reason. Over the years, I’ll build the reputation as a ‘writer’. Which is of course all about the ego. And, I’m totally fine with that.

So the question is, what’s your reason?

Why bother?

How can you believe in a story where it makes sense to actually put the time in?

I used ‘create’ a reason on purpose. Because you get to make this up. My reason to write won’t be the same as yours.

Your writing can be a tool to become a better communicator. 

To make more money.

To help you build an audience.

To create marketing assets for your business.

Or maybe you just want to write thriller novels or be a more compelling pen pal. Whatever. 

Down the line, we tend to enjoy writing just because it’s fun. And you can create cool stuff. But it takes a bit of pounding away on the keys to get to that. So you want to know your reason beforehand to get some momentum.

2 - Have a ‘Place’ to Write

While back I was reading ‘The Power of Myth’ by Joseph Campbell, and in there he was talking about how going to the cinema was more like a ritual. 

So basically, we would enter the cinema, and watch these stories, with the actors et cetera, who were kind of put up on a pedestal. But what happened when Netflix and the other streaming platforms came in, is that ‘ritual’ has kind of shifted. And this is one of the reasons why the trust in celebrities and influencers is down, because the ritual has stopped, by not having to go to that same ‘place.’

And, in all kinds of rituals, the ‘place’ has a lot of importance.

And so it is with writing. Not the ‘place’ as in I’m writing this from a kitchen table now in New Zealand versus my office. But having a ‘place’ that you show up, or where the writing sits, is key.

Personally, as soon as I defined a ‘place’ to write, I started writing. It was that simple. For me, it was a blog. Then each day, the posts would get automatically emailed out to the list. Now I’ve changed that process, and I write for the articles, or the emails. Or a book each year.

But we want to have a ‘place’.

Lately, I’ve seen a lot of people get into the Substack thing. I don’t know why, but it seems to be the rage. Personally, I recommend straight email for most people, or, if they’re already posting on some other platform, just write there. For example, if they’re doing instagram or twitter, then just start using that more, but for writing.

LinkedIn is another one that’s very useful. I mean you’ve got to put up with all of the ‘I’d like to humbly announce my new job where I’m so proud to be working…’ posts. But it can still be great.

3 - Create a Rhythm

I was reading a paper a while back by a Russian physiologist, and it was talking about how every ‘system’ in nature, has to have a rhythm. If there ain’t a rhythm to it, then there ain’t a system. And so it is with training, painting, writing… We know the systems are the way that we get to the vision, or mastery, but so many people are afraid to commit to a rhythm.

But if you're writing for marketing. If you don’t have a rhythm, you just end up with start-stop marketing. Everything has a rhythm, or a cycle. The moon. The sun. Music. The working day. Your breathing. Your writing.

So to get a rhythm, we commit to writing with a frequency. Ideally daily. I mean, I came through the whole school system, and university and everything, and there are a lot of flaws with that system. But one strength is that if you want to learn something, you go in each day and you practice it. Same with writing. If you want to get better at this stuff, there’s no reason not to do it every day. But you could write daily, and ship it weekly. Or you could write weekly. Whatever. 

I’m at my best with writing when I write daily. Or at least outline something. Or chip away at something. The next book. Or the next article. I would guess that it would be the same for you.

Summary

Writing is an attractive skill for a lot of service businesses.

It’s kind of the ‘gateway’ for articles, blogs, emails, books et cetera. It’s good for introverts or people who can’t be bothered with all the video editing, et cetera. And in a world where everyone is yapping about ChatGPT or A.I. or whatever, being able to quickly produce work that is full of personality and stories, is a massive edge. 

And there are a lot of things we can learn ‘within’ writing. Setting up articles. Coming up with ideas. Using personality and structure. But it’s helpful to look at the macro too. And really orient the mind towards the writing, if we want to get better at it. Because while it’s fun, and rewarding, it takes work my friend.

It’s more blue collar than anything.

So get clear on why you’re writing, create a place, and a rhythm, sit down and start pounding the keys.