She Didn’t Niche Down—And Her Business Took Off Anyway

Some updates from the woods you’ll actually want to read…

First—you can now stay at Wild Woods Retreat.

The Otter Beach Treehouse is officially open for bookings. It’s tucked beside the creek, wrapped in cedar, and somehow manages to feel like a secret hideout and a healing sanctuary all at once.

If your brain’s been loud lately, this is your permission slip to come breathe again. Bring a book, leave your laptop, and remember what your own thoughts sound like.

🦦 Book your stay here

Second—we’ve changed our name.

Idyllwild Woods is now Wild Woods Retreat. If you’ve ever named something and then realized no one could say it, spell it, or Google it without getting lost in a sea of California cabin listings… you get it. Oy.

The decision wasn’t easy. But it was necessary. And honestly? It feels good to have a name that rolls off the tongue and makes sense on the first try.

This shift (and the business it supports) wouldn’t be happening without First Class Business, my trusted advisors in building something scalable, sustainable, and smart from the inside out.

I’m a client, not an affiliate—and now a preferred vendor. I actually create content strategy for some of their clients—because I believe in how they operate. Their Power Launch program is pay-what-you-want (yes, really, from $1 to $250K), and they’ll never pressure you to pay more. I started at $50, and recently bumped that up to $250/month.

If you're dreaming up something big, and ready to build it like you mean it, you can watch their free webinar here.

A Hawk, a Hunch, and a Whole Lot of Honesty

It started with a hawk. Not a metaphorical one. A real, live bird of prey.

Emily Aborn wasn’t exactly planning for an animal-guided spiritual awakening that day. She and her husband were just looking for something “fun” to do in their New Hampshire neighborhood, ideally that didn’t involve a screen or a spreadsheet. So when she found out there was a falconry experience just two miles away, she booked it, expecting… well, not much.

What she got instead was a Harris’s hawk who literally chose her. Landed on her arm. Got cozy. And shook in that way hawks do when they feel completely safe and calm. Which, as the falconer explained, is not something hawks do just for anyone.

In that moment, something in Emily clicked.

Nature wasn’t just something to observe. She was a part of it.

And from that day forward, she’s been treating her business the same way.

No-Niche? No Problem.

Emily’s a copywriter. But calling her “just” that is like calling an espresso martini “just” coffee.

She writes personality-packed, SEO-smart content for clients across more than 110 industries. (Yes. You read that right. 110. Which means you probably can’t surprise her unless your business involves underwater basket weaving or goat astrology.)

Most gurus would tell you to niche down. Pick one industry. Stick with it.

Emily didn’t.

She followed her gut, which said: work with people you actually like—people who are doing meaningful things, whether they’re designing homes or coaching humans. People who want to communicate clearly, confidently, and without turning into walking LinkedIn broetry machines.

Turns out… that works.

Because what all her clients have in common isn’t an industry. It’s a problem.

They’ve got big things to say. But they can’t quite figure out how to say them in a way that lands.

Enter Emily.

How to Build a Business Without Burning Out (Or Selling Mattresses)

Emily’s path to becoming a writer wasn’t linear. It started with a health coaching degree and ended with her owning a mattress store. (You know. As one does.)

To be fair, it was a natural, crunchy, non-toxic mattress store in a part of the country where that kind of thing sells. And on paper? It worked. But inside? Not so much.

Retail sucked her soul. Educating people about organic bedding for the 47th time made her want to eat one.

So when a mentor asked her to list everything she loved and hated about running that business, the results were clear:

She loved the writing.

Emails. Social posts. Marketing materials. The stuff other people couldn’t stand? She lit up doing it.

She started offering to do those things for others. Clients came. And slowly, she said goodbye to the “all the things” version of marketing and embraced her true thing: words.

Even though she’d been writing her whole life, choosing to own that title publicly—to say, “Hey, world, I’m a writer”—was terrifying. Because when it’s something that close to your heart, rejection feels personal.

But she did it anyway.

And she’s still doing it.

The Trail That Knows Her Secrets

Emily’s daily outdoor ritual involves a quiet New Hampshire trail that backs up to conservation land. It’s hosted her biggest decisions—from whether to shut down her store to what direction to take her business next.

She walks it with her dog. With her husband. Alone when she needs to think.

Sometimes she sees things that feel like signs—like the piebald deer that appeared at just the right moment.

Other times, she just walks off the weight of the day. And lets the forest hold it for a while.

No big declarations. No productivity hacks. Just movement, space, and that wild kind of clarity that shows up when you’re not staring at your laptop willing it to behave.

The Work She’s Proud to Claim

Today, Emily creates content for business owners who care deeply about their message but struggle to get it out of their heads and into the world in a way that makes people actually want to read it.

She’s especially good at finding her clients’ true voice—not some watered-down, corporate-sounding echo, but the real thing.

And she’s doubling down on that. Investing in the science behind it. Studying the psychology. Blending the art she’s always had with frameworks that make it repeatable.

She’s also building in more space. Because she’s learned the hard way what happens when you pack your calendar too full: there’s no room for the walks. No room for the hawks. No room for the magic.

And honestly? That’s where the best stuff comes from.

Ready to Meet the Copywriter Who Gets You?

If you’re tired of templates, allergic to generic, and ready to write like a human again, check out Emily’s work (and podcast!) at emilyaborn.com. She’s got the voice-finding magic—and the hawk-approved perspective—to help you finally sound like you.

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