What do I create now?

// Starting is hard.

When I look back over the last year, I can really see how my writing has improved and how clearer my thought process is when it comes to writing. There was a definite shift in my writing when I made a promise to you that I would not longer create ‘listicle’ style content and instead, create all my written content in a story based style - relating my content back to my life or my experiences.

But when I started, I reverted back to a form of content creation in the only way I knew how - I was ‘creating’ short form content in a long form style and it just never worked. I was struggling to be concise but all I really needed to do was expand the writing.

I’d trained myself to write in a particular way when I was creating Instagram content - it needed to be short and snappy and to do that, you needed to remove as many words as possible - making it short and snappy.

And then there was the regularity and the quick succession of writing which needed to happen, the weeks were coming thick and fast and I needed ‘stuff’ to write about - what on earth was I going to write about?

// Effort is the best place to start.

One of the ways I clouded my view when I first started was to start thinking about the end result - what did I want to write about and how can I share my experience immediately but I began to quickly realise, that’s where I was losing my way.

Instead of focusing on the end result - using my blog or newsletter as a vehicle to create a business, I needed to share about how I was indeed starting from scratch and that’s actually ok. When you share your struggles and successes, it sets out the path in front of you and you’re able to relate back to your efforts, rather than your dreams.

Creating content has levels - whether that be written, video or audio and you can’t just drop into a higher level without coming across as ridiculous.

Let me write this a different way - my son (who turned 18 this week) should never and could never tell me how to grow my beard for two reasons - he’s never grown one (so how would he know) and he’s too inexperienced in his field.

Now, if he’s gone to ‘beard growing’ university and he’s completed his diploma in ‘beard care’ then his inexperience will quickly turn into expertise but that’s a different kettle of fish.

However, if, and I’m racking my brain hard to think of famous bearded men, David Beckham (yep, thats the first one that came to mind) was telling me how to grow my beard, I might listen.

But…

If my son began writing (or telling) me about how he wants to grow his beard and he explains the way’s he’s going to try to do it is ‘a’, ‘b’ or ‘c’ then I can relate as I’ve been on that journey too.

// Niche?

Even without expertise, you can carve a niche by focusing on a specific aspect of your chosen topic - I’ve written about many different things over the last 52 weeks but every time I’ve tried to put my spin on it.

Writing about a chosen subject and adding in your own experiences allows you to share your unique perspective and connect with a targeted audience because they resonate with you and not with the subject.

You can build a space for yourself, because of your own unique perspective.

When I try to think about the ‘space’ I occupy - I get very very confused because I hate the word ‘niche’ - it makes me feel like I should ‘stay in my lane’ and I shouldn’t talk about things that I don’t know much about - a bit like a Daily Mail headline which lambasts the government for overstepping an interest in day to day life, I feel like its a little melodramatic but necessary.

The thing about talking in the way I’ve suggested when you have little experience is that you form a niche for yourself and I like this approach - you’re giving your opinion on a particular subject and slowly buy surely, you begin to form a space for yourself.

// Experience Helps

When you’re further down the road than your peers - you have the luxury of sharing what you’ve learned along the way.

Mark Masters has recently celebrated 10 years of being consistent with his ‘You Are the Media’ newsletter and he is able to speak about his experiences in building, managing and successfully growing his email list. He has an authority in the space because he has ‘walked the walk’ - it’s not something I could have done when I first started as I had no credentials, qualifications or experience.

Whilst you are always learning, you also have some experience and that’s what people (especially those who have just found you) want to follow you for.

You can distill all the learnings, the practical tips and strategies (because of your experience) which can help those who follow you to move up that metaphorical ladder.

For someone who has done it - it might seem basic but sharing even the most basic of subjects can be broken down in such a way to offer some form of learning and because you’ve ‘been there and done that’ - the learnings are much more straight forward.

When you have expertise, you can create a following - you are able to interact, discuss and hold your own space among your audience and this in turn fosters a sense of community and belonging.

That allows you to build a community.

// Avoid Comparison

Finally - I’ve given you two ways to create content, either based on effort or experience but the biggest (and worst) thing to do is to avoid comparing yourself to others who are on a similar journey. They may have experienced greater success, they may have a better designed newsletter or they may have better experiences to draw upon but no-one can be you and your writing style (no matter how niche) is going to bring those to you that want to hear from you.

I am inherently competitive and whether I’m on a spin bike on a Tuesday morning or writing my newsletter, I want to be super successful and beat the person next to me.

There is this one guy in spin who always seems to sit on the bike next to me and he’s always on a higher gear, always rides harder than I do and seems to go further.

There are other people who write newsletters who have more subscribers, they have better products to sell or they run events based on their followings.

Both of these situations keep me interested - in a positive way but I can immediately see how they wouldn’t.

If I was not as fast (or strong) as Alex who rides next to me at spin or I immediately had a spike in my following, then would I be as interested in growth?

// Effort and Experience: Two Sides of the Same Coin

It's easy to get caught up in comparing yourself to others. Trust me, I know. But remember, everyone's journey is different. That guy next to me on the spin bike? He might have started years ago. Those newsletter writers with massive followings? They probably faced their own struggles along the way.

The beauty of blogging is that there's room for everyone. Your effort and experience are both valuable. They're two sides of the same coin.

When you're just starting out, your effort is your greatest asset. Share your journey, your learnings, your excitement. It's infectious. And as you gain experience, you'll have unique insights to offer. Share your knowledge, your expertise, your wisdom. It's invaluable.

So, whether you're a newbie or a seasoned pro, don't be afraid to put yourself out there. Embrace your unique voice and perspective. Share your story, your struggles, your triumphs.

The world needs to hear what you have to say.

And who knows? Maybe one day, someone will be looking up to you, just like you look up to those who have come before you.

// Your Turn

Now it's your turn.

What are you passionate about?

What do you have to offer the world?

Start writing. Share your story. Make your mark.

The world is waiting.