It really was a classic case of, ‘it’s not you, it’s me.’

You see, I haven’t always specialised in writing for the pet industry. I used to be a generalist copywriter.

One minute I could be writing about business software, antiques and temperature controlled vehicles, the next minute I could be writing about recruitment, beauty or mobile phones.

And as much as I love what I do, writing about things that don’t have a place in my heart can get a little tedious. I found myself losing my passion, my fire for content, and the big reason I started freelancing in the first place.

I was trying to be everything to everyone in the hopes of getting more business. But you know what, the opposite happened. It meant I had far more competition to prove I was the best generalist for the job.

And more often than not, the copywriter that specialised in their industry was hired. No surprise there!

It was a difficult time of struggle and indecision. So I had a big choice to make – continue with the same clients writing about subjects that don’t light me up, or follow the path of happiness.

I chose happiness. I chose to focus solely on working with businesses that have the same devotion to animals I do. Because when you write about subjects you love, it shows. Your audience can feel your energy, and that’s what builds meaningful relationships with pet parents.


If you don’t truly believe in what you’re saying, customers can smell the BS a mile off. There will always be a disconnect somewhere along the line.


I found a new spark for what I do – I’ve found my purpose. But It wasn’t an easy decision.

It meant alienating all other businesses not related to the pet industry. It meant having difficult conversations with my existing clients and apologising for wanting to move on.

And although the decision to niche was terrifying, (my inner monologue questioned if there was enough work out there) it was the right decision for me.

For me, it’s all about making the world a better place for our pets, and I’m doing that in the best way I know how. I’m helping pet businesses reach more pet owners so they can better care for their pets.

And that my friend, brings me joy.

We should always seek out the things that bring us joy. Life is too short to spend time doing things you hate. Find what lights you up and go after it. If it’s not something you look forward to doing every day, let it go, or give that task to someone else.

Do what makes you happy.


If writing isn’t your jam, find a writer who can take care or your content strategy for you. If you’re just about ready to jack in your blog because you don’t have time or hate the thought of writing, I may have just the ticket. Come check out my Traffic Boost Packs – the complete done-for-you blogging service.

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Why I ditched my other clients to help pet businesses thrive online

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