▶️Last week: How I made my AI Twin 

▶️Today's topic: Imposter syndrome 

"We wondered if you'd be interested in this project and how you'd approach it, given that you market yourself as a content strategist." 

👀Imposter syndrome oh yesss. Last year, I was asked to do a content audit for a client’s website redesign. 12 websites to mine for data to help with comms planning for 2024. I've done mini-content audits before, but nothing on this scale.

After reading the brief, my inner critic, Nancy, kicked off. "You can't do this. Turn it down. You don't know what you're doing." 

But it was five weeks' work, pre-Xmas, proper freelance (no PAYE), and GREAT money, so I said yes.

On the first call, I tried to sound confident and ask the right questions so they'd know I was up to the job. I was a bit vague about process and said I'd need to read the docs and have a think. Asking about templates fell flat. The PM looked at me. "There are no templates; we've got to build it from scratch.” Nancy again 🤦🏻‍♀️ “I can’t believe you just asked her about templates.”

They took a punt on me anyway and offered me the job. Maybe desperate, I hope not.

How I did it

* Panicked for two days. Read some articles. Read the classic books on content strategy by Kristina Halvorson and Meghan Casey.

* Bought a handbook on content audits (God bless you, Paula Ladenburg Land, for writing this wonderful book!). 

* Found a template I could tweak (thanks, Lauren Pope). Emailed her for a quick chat to understand her process - turns out she made the template!

* Asked ChatGPT loads of questions. I'm not an advanced Excel user and wasn't sure how to validate data. 

* Transparency. Wrote down what I’d do and what tools I needed so the team could review and feedback. They seemed happy with that. It helped that they had no clue either. 

* Taught myself how to use SEO tools: Screaming Frog, Sitebulb, and Google Analytics. 

* Broke it down into small jobs. Doing a little bit each day made it feel manageable. 

As hairy as it was, I'm glad I went for it. I had a supportive team and a fantastic PM who let me get on with it. If she'd micromanaged me, I'd have been a nervous wreck. I need to be on a looooong leash.

It made me realise that the quantitative data is useful to a point. "Data refines the work we do but shouldn't define it." (love this, Amanda B. Hinton). The human side: HCP interviews and focus groups were more helpful. Understanding people's challenges and designing a digital experience to support them.

I could see how much knowledge and context the PM had - that's her superpower (as well as being a data whizz). She'd been working with this client for a while, and knew their goals and the bottlenecks - info I didn't have as an outsider. That took the pressure off as I could only do the job I'd been hired for.

What I do find weird is the feeling when you finish a big project. One day, you're working closely with the team; the next, they're gone. You probably won't see them again. I missed the office banter, the silly hats and little chats.

NUJ Coffee Morning

This week, we did a workshop on Imposter Syndrome w/Freelancing for Journalists founder Lily Canter, which made me reflect on all this. There were over 40 people on the call. It’s a BIG deal. 

There was less on the psychology behind IS (I'm not sure that's so helpful anyway) and more practical tips to overcome it. 

Journalism is not actually a profession; it's not like being a doctor, vet, or lawyer, where you have to pass certain exams or have certificates. It's actually, by definition, a trade that anyone can do. 

If you want to call yourself a journalist, you can call yourself a journalist. 

Funny how it can feel like an exclusive members' club. That can be intimidating, especially when you're starting out. 

It comes down to self-confidence, knowledge, and building your network. 

I agree that freelancing with multiple clients can create a sense of disconnect. I feel that. You're working on short-term projects. You can't get too involved, so you hold yourself back. I keep my Harry Potter Invisibility Cloak on! 

You have no single sense of identity as a freelancer. You don't belong to one institution. You're not an expert on a topic unless you have a 'beat'. You're dipping in and out as a generalist and you’re always doing new things.*

People can be critical about that, and it used to bother me. Feeling like a jack of all trades.

You’re also dealing with rejection and ghosting when pitching for work. All these feelings compound over time, and it can be overwhelming. You can get a bit lost. 

*I now see this as my superpower.

Solutions!

Don't let imposter syndrome hold you back. Use the feelings of inadequacy and discomfort to take action rather than procrastinate. 

* Take stock of everything you've done. Gather cuttings, testimonials and feedback (print emails and keep a 'Praise' file). You have a body of work which you can use to sell yourself.

* Take action. Build your digital brand - website, socials and email signature ("often overlooked, but it might be the only thing an editor looks at, so make it good."). Have a portfolio. I like Muck Rack as it automatically updates and pulls from the web (all your Substack posts!). You just need to claim your profile. 

I also found it comforting to hear how she & Emma felt like imposters doing their award-winning podcast, as neither of them is a trained broadcast journalist. Despite 150+ interviews - and being experienced print journos.

Also, don't be afraid to rebrand. Lily went from money, health and lifestyle to running + fitness journalism. "I quite honestly feel like a weight has been lifted." 

I spent my 20s/30s writing about sex, health + wellness, and in my 40s, I switched my focus to business, tech, writing & entrepreneurship. I'd lost my mojo for sex toy reviews and realised female entrepreneurship was the bit I was most excited about.  

And nothing is permanent.

There is no reason why I can't rebrand again in a few years when I want to focus on something else. Because that is the beauty of freelancing. 

YOU are the brand, and your niche will evolve as you do. I find that very freeing. 

Great session - thank you, Lily. I've shared some resources, as it came up on a few pods.

* How to do a freelance rebrand | FFJ

* Imposter Syndrome | FFJ w/Donna Ferguson & Nick McGrath 

* How one tiny mindset shift can help you overcome imposter syndrome | Josh Spector (45m mark)

* When your business hands you lemons w/Jenny Blake | Rochelle Moulton (the best thing I've listened to this week! Appreciate you, ❤️ Jenny Blake).

How do you deal with imposter syndrome? 

Cheers,Nika 🥂

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