"From Social Worker to Ghostwriter – and Everything in Between" with Catherine Nikkel

Photo Credit: Jeff D. King, Mamic Media

Catherine Nikkel is a content creator, ghostwriter, and the founder of Mindful Media. She specializes in helping CEOs, entrepreneurs and influencers create copy that engages and converts. Her work has appeared in Huffington Post, Yahoo!, Authority Magazine, The LA Tribune, and more.

Can you tell our readers about your background?

Parts of my personal background consist of growing up in a middle-class home, the eldest of my parents’ two daughters. I was always involved in sports; I excelled in school and I experienced unconditional love (even at a time I felt it was unwarranted).

When I became pregnant at 15 years old, my life completely changed overnight as you can imagine.

Having said that, with the support of my family and the opportunities and values they instilled in me, this experience led me to unimaginable wins in my adult life.

I pursued and thrived in a social work career for 15 years, working with youth involved in gang violence, substance use, abuse, and mental health. I loved working with young people that the world gave up on because at one time, I believe I had found myself in similar shoes.

Like many social service careers, however, I was faced a lot of ‘red tape’, a lack of funding and I found myself burning out – both mentally and physically. It was at this time I decided to walk away and pursue my passion for writing and storytelling.

What inspired you to start your business?

Do you ever feel like you are the ‘go-to’ person for a skill you possess? Over the years, I had been called upon regularly by friends and colleagues to help with some type of piece they were writing – reports, blogs, letters, and so on.

Truthfully, I loved. It. What I loved most was helping others share their stories through a variety of mediums like social posts, articles, from stages, etc.

Since much of my social work career involved helping to teach others to use their voice, I was confident this would translate well in a ghostwriter capacity, thus creating a greater impact for others.

Where is your business based?

My business is based in Toronto, Canada. However, I have the privilege of serving clients virtually, worldwide.

How did you start your business? What were the first steps you took?

Initially, I had no idea what I was doing. I quickly learned to lean on those around me who were already well into their entrepreneurial journey. I registered my business in the Province of Ontario (where I reside) and reached out to my networks letting them know I was available for freelance work.

Cliché or not, the saying ‘if you’re the smartest person in the room, you’re in the wrong room’ was the primary focus when I started my business. I knew I needed to be around the right people who were living a life I was striving to achieve. I asked an infinite number of questions (I still do) and immediately took action on suggestions made.

I attended networking events, joined online groups and forums and more than anything else, I stayed consistent in my own writing on both social media and through my website.

What has been the most effective way of raising awareness for your business?

Social media has been the fuel for my business. From the content I share on my personal Facebook page or the commitment I’ve made to online communities, these have been instrumental in my success. Second to this has been referrals.

I knew if I wanted people to hire me to write their content, I needed to show them what type of writer I was by consistently sharing my own.

What have been your biggest challenges and how did you overcome them?

My biggest challenges through this journey came around my third year. I found myself complacent and comfortable. I had let the proven strategies I had been so consistent with fall to the side. I was taking on contracts I did not feel passionate about, and I believe it showed. Clients were happy, but I wasn’t putting out work I was proud of.

I found myself working 18-hour days and was right back to trading my time for money and that is never fulfilling.

I took this opportunity to close several contracts that were not serving my soul, and this is where I revisited why I started my business in the first place.

Since that time three years ago, I have not taken on a project that I am not passionate about. As a result, I have continued to attract clients and opportunities that serve and fuel my passion.

How do you stay focused?

When I made the transition from working full-time outside of the home to working full-time inside of the home, I lacked focus, immensely. As a result, I knew I needed to create a similar routine in my every day, which is exactly what I did.

However, I also ensured I implemented events throughout my day that I enjoyed the most. My morning coffee takes place outside each morning, a trip to the bookstore to fuel ideas in my work happens weekly, and I consistently brain dump into my collection of notebooks.

How do you differentiate your business from the competition?

People’s stories fascinate me. The ones that really happen, along with the endless versions we tell ourselves. When I help clients tell their stories, we get up close and personal – my background in social work has helped me extract the necessary details to share those stories and the clients are much more at ease in allowing me to do so.

I can get to the heart of what a client really needs to say, and I understand the unique way their soul wants to say it.

What has been your most effective marketing strategy to grow your business?

The most effective marketing for me as I touched on earlier has been writing and sharing content on social media. I should also mention that this has not necessarily been through paid advertising either. The bulk of my clients to date are people I was connected to through ‘Facebook Friendship’ and later on, through their referrals.

Additionally, being mindful in the content I produce has been key. Every piece of writing, meme or picture I share is posted with something intentional in mind. The more mindful we are in our media, the more we inspire consumers of this media to think and act differently.

What's your best piece of advice for aspiring and new entrepreneurs?

Stay committed to your vision. You will easily be swayed with bright shiny objects or feelings of self-doubt. When you are committed to your belief that your business is possible and the vision you create(d) around that is one that you deserve, you will get there. Your mindset will be your biggest asset.

What's your favorite app, blog, and book? Why?

My favourite app would be Spotify – probably not what people would expect. However, it’s because I love music, particularly instrumental music when I’m writing. A great playlist helps set the tone for the day.  

My favourite blog would be by Brendon Bouchard because he has this intricate way of bringing business and personal growth together – and I love that.

My favourite book and one I continue to recommend to everyone is the Power of Now by Eckhart Tolle. This book had been highly recommended to me during a dark turned turning point in my life and I believe it all helps us truly learn to appreciate the present moment.

What's your favorite business tool or resource? Why?

My favourite business resource has been the course created by Selena Soo called ‘Impacting Millions’. This was the first ‘big ticket’ course I purchased, and it changed my business life. As the title suggests it’s about impacting people positively, and it’s done so through publicity.

It is a course I still refer to when I am pitching the media outlets in some capacity or another.

Following its brilliantly laid out curriculum, which I should note, is easy to follow; I believe it has secured a variety of media publications for me from the Huffington Post to podcast interviews, etc.

Who is your business role model? Why?

Although a little less traditional in the world of a business role model, I have to say Shonda Rhimes (and not solely because I am a huge Grey’s fan). I am truly inspired by the barriers and adversity she has overcome. Rhimes’ interpretations of ideas and perspectives on situations is incredible and she continues to be unapologetic for the way she chooses to live her life.

I also believe Rhimes takes real life issues, stories and circumstances and ensures she brings them to life despite how others may react – she amplifies the voices of the voiceless, which I love and respect so much.

How do you balance work and life?

My background in social work does not just help me connect well with clients; it has allowed me to take the necessary steps to ensure I don’t burn out again. My goal is to be mindful of the time I am committing to both work and life, with the awareness that these two things can often overlap in a healthy way.

Boundaries with clients has been key along, this includes not feeling guilty for taking Saturday’s off.

I have also found it helpful to schedule ‘life’ things into my calendar and making them non-negotiable, the same way I do with my work commitments. This way the stress of over-committing or forgetting important aspects of life does not exist for the most part.

What’s your favorite way to decompress?

A notebook, my fireplace, a favourite pen and a glass of red wine. My brain feels as though it’s forever working, and I used to want to resist that. However, I have found embracing this brings so much more relief. Writing out my thoughts, ideas, feelings, lists I love making lists!), dreams, and everything in between is among one of my favourite things!

What do you have planned for the next six months?

Over the next six months there are a lot of big things happening! I will have completed two additional books for clients, launched a Virtual Vision Board Experience, released my signature Storytelling for Business course, launched my course on Mindfulness (and how it relates to business and life) and I will continue to create Mindful Media while helping others use their voice to make an impact.

This past year was a year for creativity. Moving forward is time to execute. 

How can our readers connect with you?

I would invite your readers to visit my website and learn more about Mindful Media, my online communities and resources and, they are welcome to connect on Facebook and Instagram.