It was in my local newspaper. It was about popular places to visit around the world.

The problem? It was in a column written by a financial planner.

Of course, you could make the case that being financially stable allows you to travel. But that’s a pretty long walk from what you might call the center of the writer’s area of expertise.

A better approach for all of us, I think, is to write about things that reflect your professional knowledge.

That’s what people hire you for. Your newspaper column, newsletter, podcast, or whatever, is your chance to showcase that.

Give readers/listeners a taste of what they’ll get if they hire you.