Wanna Be The Next Big Creator?

Hey Friend,

Wanna be the next Big Creator?

(3 min read)

You're probably going to hate me for saying this...

This is a tough love heart-to-heart. 

Stop stealing other people's content.

Why?...

You look like 99% of creators. 

Trying to compete by pedalling yesterday's latest 'hack' to an increasingly saturated market.

Completely forgettable.  

But it's not your fault. :(

It's so hard to create original ideas. Nobody ever told you how to frame your knowledge in a novel way that actually works to gain a following online...

What's the solution?

In today's newsletter, I'll be breaking down what the big creators are doing to stand out in their niche.

By the end, you will have 3 actionable strategies to position your personal brand as a category leader. 

So you can join the 1% creator crème de la crème.

Sound fair enough?

Let's dive in:

The best creators don't imitate. 

They own their category.

Think:

Solopreneurship = Justin Welsh

Entrepreneurship = Matt Gray

Copywriting = Dina Calkovic

Do these 3 things to dominate your niche:

1. Use languaging to stand out:

Most of the creators above aren't doing anything new. They are saying it differently.

E.g Dina Calkovic avoids being lumped in with an over-saturated market coining the phrase "Authority Marketing". Whenever somebody mentions "authority building" with copywriting I instantly think of Dina. 

Think of how you could take common language in your niche and make it stand out. 

2. Escape the obvious content trap:

99% of creators on LinkedIn are stuck in an echo chamber parroting the same how-to obvious techniques on repeat (I'm guilty of this in the past). 

Solution:

Provide non-obvious solutions to obvious problems or obvious solutions to non-obvious problems.

For Example, Justin Welsh built his entire brand behind this thinking…

Obvious problem: escaping the 9 to 5 and finding fulfilling work.

Non-obvious solution: set up a one-person solopreneur business and write online documenting your experience.

Obvious outcome: escape the 9 to 5 and escape the rat race.

Justin turns a common problem many people have and turns it on its head. 

The terms can be used interchangeably:

For example: 

Obvious problem: Struggling to get leads with no social proof.

Non-obvious solution: Give away so much free value it hurts.

Non-obvious outcome: Attract leads and grow faster in the process.

Or

Non-obvious problem: Getting over writer's block.

Obvious solution: Remove the block with writing templates.

Obvious outcome: Increase speed of content creation and Free up more time to work on the business.

3. Avoid Content-Free Marketing like the plague:

You've all seen it…

"Hustle your way to success!"

"The secret to leadership is authenticity!"

"Personal branding is all about telling your authentic story!"

*dies inside*

LinkedIn is filled with these trite statements with no value…many from large accounts. 

We smash the like button on this hustle porn to massage our own confirmation bias. 

Creators like Matt Gray avoid this trap through actionable frameworks.

His audience sees him as a problem solver and the go-to expert as a result.

This is the sole reason Matt added fat stacks to his bottom line last year with his 'Founder OS course' as he became the category leader for entrepreneurs looking to build audiences.

TL;DR

3 ways to position your content like a Big Creator:

- Stand out with languaging: coin your own terms to common language in your niche.

- Use the obvious / non-obvious framework to differentiate your content. 

- Avoid the content-free marketing trap by providing actionable frameworks for your audience 

That’s a wrap folks. 

Thanks for reading.

See you next week!

Luke Shalom

-Let’s get it.