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Why is it so difficult to write about your own business?

Even professional writers struggle with telling their own stories. If you’ve tried writing your own marketing content and you’re stuck, take comfort in knowing that you’re not alone. Here are a few reasons why it’s so tough to write your own content.

I’ve been musing over this question for today’s blog entry… which, for the record, has been oh-so-easy to write.


Why is it so difficult to write content about your own business? After all, we’re sharp people. We know a thing or two about our industry. We can string a sentence of words together with the best of them.

Heck, we may have even majored in English in college. At the very least, we had seventh grade grammar, so we’ve got that going for us.

I offer a few thoughts…

  • Writing about your own business is like looking in a fun house mirror. We tend to have a distorted view of ourselves. Too tall. Too short. Too charming. Too dull. Clarity can be a moving target.
  • We’re too close to our own story. Our business makes perfect sense to us! Now we just wish everyone else would catch up.
  • We’re great at doing, but when it comes to explaining… not so much. Higher education. Training. Practical experience. Hard-learned lessons. When it comes to our subject matter expertise, we have it all. When it comes to writing marketing content for our own business, however, it’s the Sahara Desert of ideas. It’s not a place we like to visit very often.
  • We need a mental vacation. You’re busy. I’m busy. We are very busy. Sometimes we’re so focused on getting our work done that it’s tough to find the right mindset — that place of zen — to objectively write about ourselves.

I run a brand writing business. I can tell another company’s story as if I’ve worked for that organization since the age of five. But when it comes to writing copy for my own business, well, I often find it tough.

So don’t beat yourself up.

Accept that writing about your own business can be a challenge. Take comfort in knowing that you’re not alone. And remember, there are marketing resources out there to help.

Until next time!