Why do you keep hitting yourself?

I’ve always thought that The Offspring hit the nail on the head back in ’94:

Now I know I’m being used
That’s okay because I like the abuse
I know she’s playing with me
That’s okay ’cause I’ve got no self-esteem

I think we all do things that aren’t necessarily good for us. Some of it is subconscious, some of it we’re fully aware of.

For example: Just three weeks ago I promised myself that I was going to take a 9-month break from the stress and anxiety of hosting CPE seminars on the road. A nice little vacation from the frustration of dealing with hotel contracts and sales people. A short break from the financial pressure and marketing challenges that go with filling a live event. And most certainly a holiday away from the extreme social anxiety that I have to slog through when doing public speaking.

But, of course, this morning my brain said, “Oh come on, Jassen, you’re going to be in Seattle for a week anyway, why not put on a tax resolution boot camp?”

And then, I suddenly found myself calling hotels, scrambling to put together a marketing plan, contemplating curriculum updates, and placing print orders.

Why would I do this to myself?

Maybe I’ve got no self-esteem, and I don’t feel “alive” without something to stress out over. I’m sure there’s something to that, but I’ll play Internet psychologist another day, because I know there’s another answer.

It’s quite simple, really: I love sharing the gospel of tax resolution with my colleagues.

That’s it. Pure and simple. All the stress and anxiety is worth it, because I literally have the best job in the world. I get to share a subject I’m passionate about with people that genuinely want to learn about the subject, and then YOU take those learnings and help save jobs, save small businesses, save families from the wrath of the IRS.

That’s why I keep hitting myself.

What about you? Why do you keep hitting yourself?

Here’s an even better question: What work are you slogging through that frustrates you, annoys you, and stresses you out — but that you don’t have a passion for?

On Tuesday’s levy release webinar, I gave the example of no longer accepting clients that come in under active levy, because of the inherent frustration and annoyance that it creates for *everybody*. So, I just stopped accepting those clients.

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What type of client is it for you?

Dan Henn, CPA always says that he doesn’t like dealing with physicians as clients, because he gets so annoyed by their smug sense of superiority (ok, he doesn’t say it exactly like that, I’m paraphrasing).

Maybe it’s a service offering. Like, maybe, ohhhh, I dunno…. 1040 tax prep.

Maybe you’re sick of the tire kickers. The time wasters. The people that won’t pay you. The April 15th procrastinators. The 60-100 hour work weeks during filing season.

Guess what? You can stop anytime you’d like, and do something else. Do something you’re passionate about.

For example, Diamond member Jared Rogers, CPA recently told us that he wants to help small business owners in a unique way. Help them grow, help them be better business owners, help them flourish. He wants to help his clients drive the bottom line, not just be the accountant that does historical reporting. It’s going to be stressful for him to grow out this particular side of his firm, but it will be worth it.

In case it’s not clear, I’m really talking about the same thing I’ve been talking about all week: Niches.

As a reminder, the August issue of our infamous newsletter, “The Profitable Accountant”, is all about niching. You’ll learn how to pick your niche, and cater your marketing to that niche. You’ll get more effective marketing results, and you’ll be truly living for the business you want to have and the client outcomes you want to deliver.

But you’ve only got a week to join in on the action before this issue goes to press. Become a Gold member here: