situations, specific people, specific demographics.
demographics.
Now, here's where things get crazy
here. Cole, before we get there, I I
know we have a bunch more different ways
to niche down here that we're going to
talk about. Are you guys finding this
useful? I just want a quick temp check
in the chat. Is everyone's like uh
brains spinning the right way? Ideas
starting to churn? Awesome. Okay. Just
wanna just want to make sure we're on
the right track here because I see a lot
of people's heads are nodding, but just
love to hear it. Awesome. Thanks, guys.
I appreciate it.
Thank you. I saw I saw somebody say this
isn't live.
Uh, not live. Yeah,
that's how good that's how good we've
gotten that is.
Yeah. Who said it? Who said it? We can
call out their name. And that's actually
planted to show that it's not live. No,
this is live, folks.
It's Thursday, July 3rd at 11:58 Pacific
time. There you go.
All right, let's keep going. We got we
got more to get through. Now, here's
here's where things get crazy is you can
take just one of these. Okay, so to
recap, you can take just one of these
topic plus specific job title or topic
plus price point or topic plus
experience level. Okay, you can take
just one and then start expanding it in
5 10 20 other ways which is and what is
the biggest problem that that sort of
person has.
Right? So if you're saying I write about
not just marketing but marketing tips
for CEOs of $10 million e-commerce companies.
companies.
Well CEOs of $10 million e-commerce
companies have lots of different problems.
problems.
And so every individual problem also
becomes a new topic. It also becomes a
new thing to write about. So you say
it's, you know, here's marketing tips
for CEOs of $10 million companies
specifically to solve high customer churn.
churn.
Solving high customer churn is a
different topic. It's a different piece
than how to stop losing money on
Instagram ads, which is a different
piece than how to be less organic or
dependent on organic content. which is a
different piece than avoiding hiring the
wrong marketing director. Okay, so the
next little exercise here is take your
topic and take your and who is it for
and then add on and what problem does
that person have? So it's not just yoga
routines for software developers. It's
not just yoga routines for software
developers who work at OpenAI. It's yoga
routines for software developers with
back pain.
That is the specific problem.
Does that make sense?
Let's see. Let's see some examples.
Right. So, you have your topic astrology
or astronomy for software engineers.
Astronomy for software engineers to do
what? To learn about the way the stars
are arranged to connect it to astrology.
These are all different problems that
you can help solve. And if you take
nothing else from this that this entire
presentation today, if your writing
solves a problem, people will read it.
Period. And so when you start problems
first, you can then create solutions for
the reader. And by having a specific
topic with a specific type of person,
you can start to get more specific on
what types of problem that person faces.
And then writing becomes just answering
things that are extremely obvious to you
that you don't think are worth writing
but are extremely or are extremely
valuable if you went back a couple years
before you gathered all that knowledge.
Right? So I'm seeing a lot of people
have some breakthroughs here and that's
really exciting for us.
I just saw someone okay so someone said
how would you do this for script
writing? Here's the thing, everyone.
Every single person thinks, "Okay, this
makes sense, but I don't understand how
this works for my niche. I don't
understand how this works for my topic."
I promise you, this is just a skill, and
it's a very easy skill to build, and it
works for every single topic on planet
Earth. It does not matter. I I have gone
through this exercise in the most
obscure topics and niches you could
possibly think of. Okay. So, someone
asked, "How would you do this for the
topic of script writing?" Okay. Well,
how about script writing routines for
for who for college students who, what's
the problem? Have never written a script before,
before,
right? It doesn't matter what the topic
is. All you have to do is just walk
through these couple simple steps and
you realize, wait, I'm not just writing
about overarching topic. I'm not just
writing about script writing. I'm not
just writing about parenting. I'm not
just writing about real estate. I'm
writing about topic for specific
situation to solve specific problem. And
what I love about this exercise is every
time we do it, someone drops a pretty
niche topic that has clearly been niched
down a couple times and they get a reply
from someone who says, "I'd be
interested in this." Exactly.
Exactly.
Right. So, uh, Debarga said, "YouTube
video content creation for beginner
YouTubers that have a full-time job and
seemingly no time for content creation."
And Dr. Steve says, "I'd be interested
in this." Right? But if it was just
YouTube video creation, nothing about
that would have resonated with him
enough to leave a comment. It's just,
"Oh, okay. You're going to give me broad
general tips." And so if you think
you're not if you think you're being too
specific, I promise you you are not.
Because Cole, if I wrote a book that
said every single thing I had to think
about you, it was, you know, only for
you, only for Nicholas Cole, every
single thing I thought about you. Would
you say that's too specific? I'm not
going to read that. Or what would you do?
do?
I'm I'm cancing my entire weekend and
I'm going to read the entire thing cover
to cover. Right? And that's exactly what
talking about a more niche specific
topic does. The person scrolls past it
and goes, "How did you know that that's
who I am and you're seemingly going to
solve all of my problems on this very
specific thing?" You have a lifelong
reader, customer, and probably, you
know, lifelong fan.
Exactly. Now, we're going to push this
one step further. And this is where it
all comes back to writing.
The entire goal of writing is clarity of thought.
thought.
And I'm going to point out something
that seems so unbelievably simple and
obvious, and yet it actually is like a
perfect example of how writing
encapsulates the skill of clarity of thought.
thought.
When I went through this exercise and I
asked all of you to drop in the chat
topic for who
and then problem,
a lot of you actually wrote topic for
and then positive outcome.
And that is a different way of expanding topics.
topics. And so this is this is where it's like
And so this is this is where it's like if you can't have full clarity over what
if you can't have full clarity over what you are going to write in a single
you are going to write in a single sentence, then I promise you it doesn't
sentence, then I promise you it doesn't matter how many words you write, you're
matter how many words you write, you're still not going to know what you're
still not going to know what you're saying.
saying. 300 words, 3,000 words, you're not going
300 words, 3,000 words, you're not going to figure it out because all of the
to figure it out because all of the clarity happens in a single sentence.
clarity happens in a single sentence. And so the other way that you can
And so the other way that you can continue to expand and write about the
continue to expand and write about the same topic is you go okay I take the
same topic is you go okay I take the same topic for who and then here's the
same topic for who and then here's the outcome that they desire.
outcome that they desire. Outcomes are different than problems.
Outcomes are different than problems. And so this is like it's such a simple
And so this is like it's such a simple example of how when you sit down to
example of how when you sit down to write, it's like you have to really get
write, it's like you have to really get clarity with yourself and go, "Wait,
clarity with yourself and go, "Wait, wait, wait, wait. Am I writing this to
wait, wait, wait. Am I writing this to help someone solve a problem or am I
help someone solve a problem or am I writing this to help someone unlock an
writing this to help someone unlock an outcome?" Sometimes they're the same,
outcome?" Sometimes they're the same, but oftentimes they are different. They
but oftentimes they are different. They are different pieces.
are different pieces. And this just goes back to reader
And this just goes back to reader psychology. If you're going to take an
psychology. If you're going to take an action on something, it's always because
action on something, it's always because you're either moving away from pain or
you're either moving away from pain or towards some goal. And so if your
towards some goal. And so if your writing can help someone remove their
writing can help someone remove their pain or get them closer to their goal,
pain or get them closer to their goal, which sometimes are the same thing, but
which sometimes are the same thing, but oftentimes they're different, you're
oftentimes they're different, you're going to easily attract readers. And
going to easily attract readers. And again, we talked a lot about some very
again, we talked a lot about some very basic simple things that a lot of people
basic simple things that a lot of people will just like let go over their head
will just like let go over their head like, "Oh, of course, like write about
like, "Oh, of course, like write about problems." But if you take that very
problems." But if you take that very seriously and you just write about you
seriously and you just write about you defined who you're writing for, you list
defined who you're writing for, you list out their problems and the outcomes they
out their problems and the outcomes they want, you have 10 years of content.
want, you have 10 years of content. We've been talking about digital writing
We've been talking about digital writing tips on LinkedIn and X for five years
tips on LinkedIn and X for five years now. And every time I feel like we're
now. And every time I feel like we're just getting started, every time we
just getting started, every time we publish something, I think of a new
publish something, I think of a new potential way to say or a new framework
potential way to say or a new framework to share or a new problem to overcome.
to share or a new problem to overcome. And as the world continues to evolve,
And as the world continues to evolve, the person you're writing for, they have
the person you're writing for, they have new problems that evolve. Technology
new problems that evolve. Technology evolves that introduces new problems or
evolves that introduces new problems or introduces new goals. So, just want to
introduces new goals. So, just want to kind of close the loop on this whole
kind of close the loop on this whole idea of when you take your topic and you
idea of when you take your topic and you get more specific with a problem or a
get more specific with a problem or a person or an outcome,
person or an outcome, the reader then actually understands
the reader then actually understands it's for them and then they will stop
it's for them and then they will stop what they're doing. They'll read what
what they're doing. They'll read what you write and the rest takes care of
you write and the rest takes care of itself.
itself. Yep.
Yep. So, does everyone here see like this?
So, does everyone here see like this? This is a skill th this is arguably one
This is a skill th this is arguably one of the most important skills because if
of the most important skills because if you can't communicate in one sentence
you can't communicate in one sentence what you're writing about, who
what you're writing about, who specifically it's for, and if you're
specifically it's for, and if you're trying to have someone help them solve a
trying to have someone help them solve a problem or generate some sort of
problem or generate some sort of desirable outcome, if you can't say that
desirable outcome, if you can't say that in a sentence, what are you going to say
in a sentence, what are you going to say in 500 words? What are you going to say
in 500 words? What are you going to say in 5,000 words?
in 5,000 words? It all comes back to being able to
It all comes back to being able to summarize it in that one sentence. And
summarize it in that one sentence. And this is why the game, you know, so like
this is why the game, you know, so like the game is not to have one amazing
the game is not to have one amazing idea. The game is to write about the
idea. The game is to write about the same idea a hundred different ways over
same idea a hundred different ways over and over and over again. That is how you
and over and over again. That is how you become known for a topic. You only
become known for a topic. You only become known for a topic when you write
become known for a topic when you write about that topic lots and lots and lots
about that topic lots and lots and lots of different ways. And I can prove it.
of different ways. And I can prove it. We love doing this little example. I can
We love doing this little example. I can prove it. Can everyone please drop in
prove it. Can everyone please drop in the chat if you've ever heard of the
the chat if you've ever heard of the author or read any of the author's books
author or read any of the author's books Ryan Holiday? What does Ryan Holiday
Ryan Holiday? What does Ryan Holiday write about? Drop in the chat.
Seems like everyone knows, right? So, if you know Ryan Holiday, every single
you know Ryan Holiday, every single person here wrote the same exact word.
person here wrote the same exact word. Why? Why does that happen? That doesn't
Why? Why does that happen? That doesn't happen because Ryan Holiday writes about
happen because Ryan Holiday writes about lots of different things. That happens
lots of different things. That happens because Ryan Holiday writes books about
because Ryan Holiday writes books about stoicism and has a newsletter about
stoicism and has a newsletter about stoicism and writes articles about
stoicism and writes articles about stoicism and has a podcast about
stoicism and has a podcast about stoicism. And that is ultimately
stoicism. And that is ultimately the entire goal of the game. That that
the entire goal of the game. That that that is exactly what we show writers how
that is exactly what we show writers how to do inside of ship 30 for30. It's like
to do inside of ship 30 for30. It's like you say you want to write about this
you say you want to write about this topic, but you you don't yet realize how
topic, but you you don't yet realize how many different ways you can unpack that
many different ways you can unpack that topic to write about it forever to
topic to write about it forever to become known for a niche you own. And
become known for a niche you own. And that is what unlocks all of the
that is what unlocks all of the outcomes, all of the revenue streams,
outcomes, all of the revenue streams, everything is when you dominate a topic
everything is when you dominate a topic and niche. Does everyone here feel more
and niche. Does everyone here feel more confident in building a daily writing
confident in building a daily writing habit? Now you know what time of day
habit? Now you know what time of day you're going to write. You got your
you're going to write. You got your sacred hours. You got your notetaking
sacred hours. You got your notetaking system. You got your constraints. So,
system. You got your constraints. So, you're not just sitting down to write.
you're not just sitting down to write. You know where you're going to write.
You know where you're going to write. You know how long you're going to write
You know how long you're going to write for. Awesome. Nice.
for. Awesome. Nice. How about capturing ideas? Go ahead,
How about capturing ideas? Go ahead, Cole.
Cole. Yeah. Has everyone picked their perfect
Yeah. Has everyone picked their perfect notetaking dashboard system? Everyone
notetaking dashboard system? Everyone Everyone have their perfect template?
I think so. Or they got Apple Notes, which is good.
which is good. What about where? Does everyone feel
What about where? Does everyone feel more clarity about where you should be
more clarity about where you should be writing? Did you pick a platform that
writing? Did you pick a platform that maybe you haven't started to write on
maybe you haven't started to write on before and you go, "Okay, maybe over the
before and you go, "Okay, maybe over the next month I go give that a try." You
next month I go give that a try." You know, I got some ideas here. I'm going
know, I got some ideas here. I'm going to pick LinkedIn and I'm just going to
to pick LinkedIn and I'm just going to go write once a day for a month or I'm
go write once a day for a month or I'm going to pick Substack Notes and I'm
going to pick Substack Notes and I'm going to write once a day or I'm going
going to write once a day or I'm going to pick X. Well, don't overthink it. Our
to pick X. Well, don't overthink it. Our goal would be by the end of this you
goal would be by the end of this you just pick one and it doesn't matter.
just pick one and it doesn't matter. your customers and eventual customers
your customers and eventual customers will be on all of them. And so we just
will be on all of them. And so we just wanted to concisely
wanted to concisely give you the options that we most
give you the options that we most recommend given this is kind of what we
recommend given this is kind of what we talk about all day.
talk about all day. Yep. And what about what you're going to
Yep. And what about what you're going to write about? Does everyone here have a
write about? Does everyone here have a little more clarity over Okay, it's not
little more clarity over Okay, it's not just topic. It's actually topic in this
just topic. It's actually topic in this specific way. It's topic to help someone
specific way. It's topic to help someone solve this problem. It's topic to help
solve this problem. It's topic to help someone unlock this outcome.
Love it. Yep. Have a list. Knew what they were
Yep. Have a list. Knew what they were writing, but feel more clarity. A little
writing, but feel more clarity. A little bit more clarity. Love it. Well, do we
bit more clarity. Love it. Well, do we feel this last hour was worth it even
feel this last hour was worth it even though it was free? Was it well worth
though it was free? Was it well worth your money spent? All the stuff we w Is
your money spent? All the stuff we w Is everyone here walking out of here with a
everyone here walking out of here with a little bit more clarity? Ready to rock
little bit more clarity? Ready to rock and roll? Ready to build your daily
and roll? Ready to build your daily writing habit? Take your writing to the
writing habit? Take your writing to the next level. But that's all we got for
next level. But that's all we got for today. Have a good one, y'all. Talk
today. Have a good one, y'all. Talk soon. Yeah, everyone.
soon. Yeah, everyone. Peace.
Peace. [Music]
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