What Is Your Life’s Work?

Aaron Hoos

Your life’s work. Do you know what it is?

I think there are only a few who really do.

It’s not just your job or business. It’s not just what you think about. It’s not just the impact you have in your community. It’s not even necessarily your purpose (although sometimes it could be, I suppose).

Your life’s work is the work that you were put on this earth to do.

Eric Liddell, the runner (and Scottish Olympic medalist; he’s the guy that the movie Chariots of Fire was about), famously said that when he ran, he felt God’s pleasure.

Or I think of countless others who say, “I would do this work even if I didn’t get paid for it.”

I’ve been thinking about this concept of my life’s work a lot lately as I explore current projects I’m working on and new opportunities I’m looking at, and talk to others who are thinking about the same thing.

For me, I believe my life’s work is strategic copywriting.

“Strategic”—meaning that I carefully consider the entire sales funnel of a business and write up and down the funnel to grow the business.

“Copywriting”—meaning that I create content that empowers readers to make a decision.

There are a lot of strategists/consultants out there. There are a lot of copywriters out there. I think that my work is the intersection between the two, and I bring a whole-business strategic sensibility to my copywriting… and a copywriter’s sensibility to my strategy.

I’m open to refining this further but that’s what I believe it to be. It’s why I was put on this earth. And whenever I get to do that kind of work, I feel truly alive. I think back to times in my life when I couldn’t do this work (for various reasons) and it left me feeling… rudderless.

If I were to refine it further, I wonder if there would be a greater sense of impact in how I describe, or if I would ever consider narrowing it further to a specific industry.

A couple of books that have informed my thinking on this include Gary Keller’s The One Thing and Peter Montoya’s The Brand Called You. Each of these books tend to speak to an aspect of your life’s work, so I wouldn’t say that any single one of them is definitive, but collectively they have contributed to my thinking.

This is definitely something I’m chewing on, and probably will be for a while. But so far, strategic copywriting is the thing that really lands for me, and ticks all the boxes of the kind of work that I’d be proud to call my life’s work.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.