The Writer’s Catch-22
Why being creative in 2017 and beyond will be a real struggle
As I’ve written before, the economy is changing.
Gig economy, or freelance, will become the norm. And this is just the next step in a long line of changes made from the shift from selling commodities and services to selling attention. Where do you spend the longest amount of time at? What do you spend the most amount of time on?
Our attention spans are becoming shorter than Tyrion Lannister.
So how do you create content for people who want information NOW and motivation NOW and results NOW?
Well, that is where the Catch-22 comes into play.
In order to be grab the eyes of readers, you have to focus.
I’ve had the toughest time with this. You have to ground yourself into a niche, immerse yourself into a specific area of expertise. You become the go-to guy (or gal) on that subject. After months — maybe years — of solidifying your spot as the person who is most passionate about your niche, you no longer have to convince others of your talent.
But you have to get there first.
I’ve written about travel, sports, fitness, nutrition, wealth, happiness, and lifestyle. I have switched my style, my strategy, and my consistency more times than I can count. I am part of the attention economy. And it is killing my production in 2017.
I mean, sure, I have begun to write like I’ve never written before. And that makes me happy.
But now, I need to make something more than happiness. I need to solidify my expertise. It’s so damn hard, because the economy and society demands you choose a spot in the world at an early age so that they can pigeonhole you.
“Ah, she’s the B2B lady.” “Oh yeah, he’s the jazz blog expert.” “Those people are terrific at analyzing the NHL.”
I understand how lame this is, but it’s how people give you their attention. Whenever I chance upon something written about being an entrepreneur, I check to see if Tim Ferriss or Mark Manson had anything to do with it. Whenever I want to listen to a podcast about sports, I go straight to The Herd with Colin Cowherd or Pardon The Interruption.
Experts in fields demand attention based on reputation.
REPUTATION is everything.
I’ll say it again: Reputation. Is. Everything.
Let’s check the Medium sphere. When I want something motivational, I go with Zat Rana or kevin wrytes. For health-related content, Theo Brenner-Roach is the man. Writing about writing is so meta, but I love it; therefore, I love Tiffany Sun’s and Anna Sabino’s content.
Mike Essig is the poetry guy.
Larry Kim is the social media guru.
Declan Wilson is the man with short clips about his personal life.
Benjamin P. Hardy is just the man period.
Everybody here has a reputation. They utilize it to the max. They become experts and they create products and services out of this expertise.
So what do they all have in common?
FOCUS.
They put the blinders on and charge ahead full steam. They never stray too far off the path. They snap their fingers, exclaim “This is what I will be known for,” and then — the biggest part — they act on that claim.
Say you will do something, and then actually, literally do it to the best of your ability.
I have had the hardest time with this. In fact I am absolute shit at it. I am a chronic flaker, a “hey, this looks interesting” move-on-to-the-next-thing guy. If only that could be what I’m an expert in…
Alas, I don’t believe people want to know more about how you can pour yourself into a niche for 20 days and then say “screw it” and move into a new niche just as quickly.
A month removed from my job, I am starting to try.
I recognize how people can’t pay attention for the life of them. I recognize to be well-known you have to be well-known at something people care about. I recognize you have to remain consistent not just in how much content you put out, but what you put out.
I claim now to be a budding nutrition and fitness expert. Everyday, I research for my own personal needs new exercises, workouts, nutrition studies, ways of life, and vegan restaurants. All I have to do is act on my claim and relay what I discover to my audience.
With time and effort and growth, I will be successful in my niche. I will make an income from what I love, and I will have a ton of fun writing about health and fitness. But I have to put my blinders on. I have to pay attention to my own subject so that others may pay attention to me.
Can you put your blinders on?
While I continue to push out health and fitness content, I will also continue to push out freelance writing content on The Writing Cooperative, because I think it’s important to document my journey for others who are thinking of ditching the 9-to-5 for a life lived on their own terms. Keep locked in for more content that can be applied to your own mission.
This post’s message is simple: Find your place in the writing world, and rock the hell out of it!
Best wishes on your writing success!
J. D. Lyda is the most passionate health and fitness writer in the world. Read his Player Bio to learn more about how he can increase your engagement with kickass content and supplemental social media. Feel free to contact J. D. Lyda to see if he can rep out consistent, quality content for you. (Follow him on Instagram for fitness and nutrition advice and motivation!)
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