About this column
For all the talk out there about finding your entrepreneurial sweet spot — and I’ve got my own version of the sweet spot conversation here, from back in 2010, just six months into my life as a pro copywriter and marketing/branding consultant — there’s something worth mentioning that often gets overlooked:
Sweet spots evolve as we deepen into creative trials by fire {and glide into them by grace}.
Your sweet spot is usually hardwired into your creative infrastructure {in other words, the genius you naturally possess}, but sometimes you have to grow into it.
Image from a photo shoot for the new site.
Bet your bottom dollar {and your very best client} that you weren’t ready to do three years ago what you realize you were born to do today.
Perhaps you could somehow see it, feel it, or begin to conceptualize it back then — but you didn’t yet have the resources, the relationships, the experiences to bring it to fruition.
And now — you do.
Such is the nature of creatively entrepreneurial reiteration.
So I take back some of what I said in July 2010 about The Sweet Spot & The Stretch.
Sometimes, when it comes to creating value for others and sustainability for yourself, in the stretch is exactly where you need to be.
I’ve been quiet here on the blog through the Summer and Fall, taking stock of my own brand identity crisis and retrofitting a business model that could hold all the value I provide to clients.
I even took an official social media hiatus for almost a month to see how it left me feeling, and what it did for me professionally and personally. Long story short: productivity increased, e-newsletter subscriber rose, anxiety dissipated — and I’m still not jumping off the Twitter or Facebook boat. Why? Because I want to be there. It works for my business relationships and my bottom line. {I’ve — ahem — started up with Pinterest, too.}
So here’s the stretch as I see it:
Abby Kerr Ink, the ‘brand,’ is getting ready to make its final curtsy and exit stage right.
Incoming: THE VOICE BUREAU.
We’re a boutique brand voice development agency. We help entrepreneurs show up in the online conversation.
What I’m preparing to debut {any day now!}:
Coordinating with The Voice Bureau team.
- a newly fashioned visual brand experience {designed by the lovely genius Allie Towers Rice} — yes, my current site is going into the vault and soon you’ll be pushed over to the URL where the new brand will live,
- a revamped content strategy {read: more and better of everything you’ve told me you appreciate about the work I share},
- a Voice Bureau Insider Stuff e-missive that offers more structured support around creating conversation through content with your Ideal Clients, and developing your brand voice,
- a full suite of digital learning products {e-courses, etc.}
- a service menu that includes the very best of what clients currently rely on us for {copywriting, brand voice development}, plus some exciting new additions,
- a new premium two-on-one service with the most perfect collaborative partner I could have wished for: the uncannily smart, strategic, and intuitive Tami Smith. {Check out her take on defining your Ideal Client here. She talks about a bit about our work together near the end.} Tami’s a seasoned searchologist who deeply gets the way we’re using the web today. Together, we’ve developed a holistic proprietary methodology that we’ve been beta testing on clients for the last few months. It addresses right people profiling, searcher intent, brand voice, content strategy, visual brand alignment, and web copywriting, and it’s the most holistic thing we’ve seen out there for online business owners who want to be a “sought-after participant in relevant conversations.” We are beyond ready to show you this!
and . . .
- I’m now working with a hand-selected team of gifted, experienced copywriters and other creative service professionals who will serve our clients under my direction. My work, in addition to creating content for The Voice Bureau and conducting all creative intake sessions with clients, will be to guide, inspire, and support these creative pros in bringing our clients’ brand conversation online. I’m utterly thrilled to be partnering with these people.
Big sigh. Gulp of coffee. Stretch of the fingers.
Our launch date is soon to be announced. It won’t be long now.
Thank you for reading this and making the work so frickin’ rewarding. I’m looking forward to meeting up with you in the home stretch.
As ever, do your excellent work. xo
In the comments, I’d love to know . . .
How has your sweet spot evolved since you first started your entrepreneurial venture? Are you in the midst of a healthy streeeeeetch yourself?
Hello, you.
{ 53 comments… read them below or add one }
Major. Huge. You’ll rock it, as always.
Though I know what I’m *supposed* to be doing, I’m having a bit of trouble finding my way. It’ll happen. I’m working tirelessly on getting there.
Wendie, you are SO getting there. You’re a genius with some of the best comedic timing *I’ve* ever heard {or read} in action. You can quote me on that.
Thank you for the support!
Exciting! Looking forward to the big reveal. And love this one “you weren’tready to do three years ago what you realize you were born to do today.” Spot on, as usual.
Laura, thank you! I appreciate your generosity and your willingness to model showing up as we are TODAY, and trusting that it’s right where we’re supposed to be. xo
Oh, the number of ways I just love this! Every sentence I’m nodding my head thinking, “Yep, spot on for what’s needed ‘out there’ and what IIII need.” I don’t know you well, but from what I do, this seems to fit you so perfectly. Thrilled for you and your team, Abby! And I’m really looking forward to what you’ll be offering. As I told you on facebook, my brand sweet spot is evolving off-line as I develop my business model, my strategies, my deepest, best stuff–myself. You’ve already helped me so much and I can’t wait to be a paying customer when I’m just a little more “there.”
Susan, thank you for this feedback! You’ve hit upon exactly why I’m reiterating my business model in this direction: clients *do* need to be served holistically and no one really enjoys the bounce around from creative pro-to-creative pro approach when they’re trying to establish or pivot a brand. I’m convinced that this unified approach is the most beneficial for all.
I will look forward to working with you in the future. :)
Oh. OH. OH! The new pics? Faboo. xo
Thanks so much!
Wonderful, Abby. Love where you’re headed. Here’s to an electric, eclectic evolution!
:)
Thanks, Jamie! It’s time and I’m ready. :)
Exciting!!
Thank you, Naomi. :)
So many great quotes in this, if I typed them all, I’d basically transcribe this post!
Thanks for being transparent about your process and how you were (are) intentional about allowing yourself to settle into the space you’re meant to inhabit.
The pics are gorgeous. You have that inner glow that tells outsiders that everything is coming into alignment. Can’t wait for the big reveal!
Hey, Nichole! Thanks for your comment and your support. My amateur photog friend is great at capturing the right moments, so I’ll pass your compliments on to her. :)
And yep — no posturing here, just straight up figuring it out, and learning what supports my clients best and what my favorite people to work with really value. Very excited to get this show on the road, and excited to have you with me!
This sounds great! I love what you said about “being ready” I TOTALLY know what you are talking about there. What a great name! If you need copywriters, we have a couple of great copywriters that have come out of Hot Brand Action that might be a good fit! I love the new model, I have been thinking about the evolution of my own business lately. It’s crazy how much change happens both personally and business-wise over the course of a year.
Hi, Shenee! Thank you. Yes — when we’re ready, we create the right opportunity. Of that I’m convinced!
I do have a core group of creatives who I’m working with in this phase, but I’ve *always* got my eye out for fresh talent, so please feel free to refer people my way if you think they may be a great fit.
And yes — I love the process of evolving we get to do as entrepreneurs. You’re doing exciting work yourself. :)
oops, you said you already have them! :)
So excited to see the new brand. Allie is one of my FAVORITE branders out there.
She does fantastic work and is one of the most detail-oriented people I have EVER worked with. Truly value that about her work ethic.
Yes, yes and yes. I’m so excited to see the big reveal and it all sounds wonderful. But, if you’re behind it, how could it not be? Looking forward to more learning with you and good luck with the launch! xo
Thank you, Anne! Completely appreciate your warm support. :)
Wow, this sounds amazing Abby. I’m right in the middle of the stretch myself, trying to evaluate what works and what doesn’t can be pretty tricky but it’s great to see what can come out of the other side!
Thanks, Milo. For me, it’s been about trusting that I can really have/create what I *want*, instead of going into default mode. I wish you all the clarity and flow you need for your own stretch!
Congratulations Abby! So proud of you … you deserve all this and more!
Thank you, Dawn. You are so kind. :)
Yeah You Abby! All under one roof-it does make sense. Evolving makes sense! Scary sometimes, right? I am busy checking out your links:)
Hi, Monica! Yes, this shift is every bit the big deal it would seem from a growth perspective — and all along the way I’ve been getting confirmation that it’s the right thing. Thanks for sharing my excitement. :)
Love all talk of brand evolution! Can’t wait to see the new digital digs. : )
Interesting, one thing I’ve been paying keen attention to in the last few months is how successful online biz owners have evolved into wildly successful online biz owners once they get truly comfortable with what they have to offer the world, and what their unique strengths are. Makes me lots less stressed about my own changes over the last few months. Sometimes you gotta take baby steps and do a lot of redirects to get to where you’re really meant to be!
I’ve always loved the look and feel of this site, but I’m sure what you’ve got up your sleeve is even better. : )
Thanks for the validation, Kimberly. I, too, love watching colleagues & peers rise, iterate, grow, and stretch into doing what they are truly gifted at. It’s inspiring! Sending you so much momentum & grace for your changes. :)
Stretched wildly and all I can think about these days is this kind of evolution and how right it is and poof, there you are, with the words! xo
Wow! It’s in the ether, Hannah. So glad to have you here and how wonderful to know my journey is resonating with yours.
Love it!
I’m in a completely different place than I was even 6 months ago, but I know I’m moving in the right direction. Changing (especially in front of all my current readers!) can be uncomfortable, but I have to evolve. It’s just a very public thing when you’re an online brand.
Hey, Bethany! It’s so great to hear from you. Would love to hear more about what you’re up to now. And yes — being an online brand is a very public display of creative growth. I’m sure you are moving in the right direction for you!
Wonderful, fabulous — I just can’t wait to see the new look (although I’ve loved this one too :) This feels very rich and encompassing, Abby. You will radiate your bountiful energy into the world with the grace that you always do, wrapped in crisp intelligence and prowess, guiding others to do the same. Perfect all around. I’m thrilled to watch and grateful to be in your circle. Big love to you! xo
Oh my goodness, what gorgeous encouragement, Nancy. Thank you! {You have a way with words, you know.} Thank you for being in my circle. :)
I love all of this, Abby – the business model and thrust, your transition, and your telling us about your transition.
I want to imagine your agency as some digital Mad Women, but I fear that comparison will rankle some people. So, I won’t make it. :-)
Ha, Jeffrey! I actually *love* that comparison, without ever having seen the show. I just appreciate the era and the feel. I should probably *watch* the show before saying that. ;)
I appreciate your warmth and encouragement and I look forward to responding to your kind email!
Abby – this sounds absolutely fan-freakin’-tastic. :-) You’re one of my favorite peeps online. Thanks for always rockin’ it out.
Tamisha! That’s a day-making comment right there. Thank you so much. :)
Standing ovation over here!
Thank you, Carrie! Your warmth, graciousness, and professionalism are an inspiration to me. xo
Hello Abby. I’m super excited about witnessing the launch of the Voice Bureau as I love the vibe of collaboration and co-creation.
To answer your question: my sweet spot is evolving into a much truer representation of my essence in business.
So, not trying to cover up quirks or barmy metaphor-play, and introducing a really relaxed playful feeling into my work. It’s taken me this long to do this because it’s involved some internal permission-granting.
Yee hah! Cheering you on :)
Jo Bradshaw
@minestronesoul
Hi, Jo! —
It’s so nice to see you here. :)
I totally concur that when it comes to this thing we call ‘brand voice’ {one of my favorite concepts to talk and write about, as it turns out}, what comes to us with a feeling of flow, ease, and as you said, relaxation is what is most powerful, natural, and sustainable. I love helping people access that permission to meet their Ideal Clients’ needs through just being themselves in a powerfully presented way.
So glad you commented.
This is so very exciting, Abby!
SO SO looking forward to seeing what The Voice Bureau has in store for the world. Glad to see you are not jumping ship from Facebook and Twitter as your presence brings great value to the conversation.
Heidi, thank you for your encouragement here. It’s so good to be connected. :)
Can’t wait to see what you roll out Abby! I’ve been holding the intention to be directed to the right people to work with to assist me with my next step and was hoping this was the direction you were heading.
Susan, that’s a nice synchronicity! Thanks for letting me know and I’d love to hear from you when you’re ready. :)
ahhhh I love this! And love Allie, too! Hope to meet her when I visit Portland next month. I too want to shift into a boutique agency (love the word boutique) or studio (is there really a difference beyond the wording?) but still fulfill my gypsy/bohemian lifestyle goals of not ever working from an office! I imagine I would team with a consistent, hand selected virtual talent to work on creative projects under my direction. Would love to have my own art team someday and be a creative director! Yess. And I love your idea of growing into your sweet spot. I think that’s certainly true.
Hi, Janet! Thanks for your comment and for sharing your enthusiasm. Between ‘agency’ and ‘studio,’ I think ‘agency’ implies it’s a collective or an organization of people, whereas ‘studio’ could be a one-person show. Up ’til now, I’ve been loosely referring to my own business as a ‘studio.’
Glad the growing into your sweet spot part was as much an a-ha for you as it was for me!
What you said about 3 years ago is sooooo true, but it could also be said of 30 years ago ( yes, I have that many years!) In the last 3 years, I have searched and I have searched (through my work in my extra time) and i feel like i am finally finding my way home, back to who I have always been. it feel like heaven but now comes the building and the branding and the limb….cos I cant afford not to be where i need to be anymore . love your posts and the way you express the journey….the gut of the matter.
Thanks so very much! I feel this way, too, creatively: i feel like i am finally finding my way home, back to who I have always been. It’s a rich place to be. Wishing you much joy on your journey. :)
Oops, I didn’t mean to write my comment here — it is now a new comment!
Abby, I soooooo excited for you!!! Thank you for modeling the value of following your instincts and allowing time and space for a creative stretch so that your creative sweet spot can genuinely emerge. I so understand this as this is exactly what I’ve been experiencing, too. Can’t wait to see your new site and all the offerings of your new boutique!
Thank you, Silky! I appreciate your support and excitement. It’s so funny — when I shared this post I had no idea that people would feel inspired by my modeling of taking the space and time needed to iterate. Not taking action until I’m good and ready — and then really taking action in a big way has been my professional M.O. for years. Looking forward to showing you the site!