Use Your Voice to Differentiate Your Writing Product

How to gain a competitive advantage as a writer

Your voice as a writer is how you differentiate yourself from the countless other writers who cover the same subjects you do. Hundreds of economists on Twitter (X), Threads, BlueSky, Mastodon, and increasingly Substack write about economics. The amount of economic subject matter to write about sits within a finite set. And the same is true for any non-fiction subject. Therefore, every writer faces competition from other writers. That is, writers who don't differentiate themselves beyond the subject matter face competition.

Writers who use their authentic voice face less competition because they have a differentiated product. In economics, a differentiated product is distinct from other products in the market in terms of characteristics, features, or branding. Differentiation can occur in various ways, such as through quality, design, packaging, branding, marketing, and customer service. 

In writing specifically, a key area of differentiation is voice. Voice refers to the distinctive style, tone, and personality of the author that comes through in their writing. It is what makes a writer's work unique and recognizable. It is what differentiates one piece of writing from another when the subject matter is identical. 

Lin Manuel Miranda is a writer with a unique voice. When I heard the song "You're Welcome" sung by Dwayne "The Rock" Johnson in the movie Moana, I instantly knew it was written by the same person who wrote Hamilton. It had all of the hallmarks of Miranda's voice: The speedy wordplay, the fusion of hip-hop and musical theater styles, the storytelling, and the catchy melody. Miranda's voice is far from generic.

When a writer mimics another writer's style or an imagined generic version of a type of writer, it becomes undifferentiated. An economics writer who tries to imitate the style of Paul Krugman, Tyler Cowen, or any other example of a famous economist writer is, by definition, creating an undifferentiated writing product, and that writing product will have to compete directly with Paul Krugman, Tyler Cowen, and all of their other imitators. 

So, instead of writing in a generic voice, differentiate yourself with your authentic voice and gain a competitive advantage in the marketplace of writing. These competitive advantages include:

• Reduced price competition: A writer with a unique voice can charge more for their writing because readers are willing to pay extra for writing they can't get from anyone else

• Customer loyalty: Writers with a differentiated voice are better able to build loyalty with their readers. This loyalty reduces the risk of a writer losing their audience to competitors.

• Improved marketing opportunities: Differentiation often leads to more targeted and effective marketing strategies. A writer can tailor their promotions to highlight the unique aspects of their writing, potentially attracting a specific customer base.

I find it easier to write in my authentic voice. However, some writers may find it emotionally challenging to expose their true selves. Lin-Manuel Miranda has been called "cringe" and "corny." It's probably difficult for Miranda not to take that personally. However, those critics' opinions have had no measurable impact on Miranda's success. If anything, his uniquely corny style has helped him carve out an audience that loves his voice and don't find it cringe at all.

---

Media round-up

I wrote this article for Forbes on the similarities between the housing market and sold-out music concerts.

I appeared on CNBC to talk about the lack of homes for sale and the incoming increase in the number of new apartment buildings.

I had a Q&A with The Real Deal about remote work and its impact on the housing market.