The most underdiscussed, and yet MOST IMPORTANT aspect of writing online is what CATEGORY you are writing in. Thread 👇🏼
1/ For example, most people think effective writing is about being “creative” or “punchy” or “unique.” All of these words are vague, and less effective ways of discussing the issue of CATEGORY
2/ If you write about “tech,” for example, are you in the tech OPINION category, or the tech NEWS category, or the tech HOW TO category, etc. Because each of these subcategories have their own unique rules, best practices, styles, and top writers.
3/ If you don’t know what category you’re ultimately competing within, you have 0 awareness around 1) who you need to “beat” for share of that market’s attention, or 2) where the opportunities are to differentiate yourself by creating a new niche category for yourself
4/ Category decisions are what ultimately dictate effective book titles, article titles, even viral tweets. Without category awareness tho, you end up aiming at the endless abyss of “trying to be creative.”
5/ Nobody cares if your writing is “creative.” The ONLY thing readers care about is whether you are effectively speaking to the CATEGORY of their interests—and then more effectively delivering on their interests than any other writer IN THAT SPECIFIC CATEGORY
Everyone thinks @IAmMarkManson ‘s “The Subtle Art of Not Giving A F*ck” became a bestseller because it had a clever title, or told “interesting” stories. It’s not. The reason is cuz the category “blunt fucking life advice” didn’t exist.
Same goes for @TuckerMax ‘s “I Hope They Serve Beer In Hell.” A lot of people criticized his writing abilities when that book came out, simultaneously frustrated it was topping charts. Why? Because the category of “fratire” didn’t exist. He created it.
Category creation = true differentiation. But 99% of writers can’t get there mentally until they understand what it means to effectively compete within an existing category first. And most can’t do THAT because they aren’t even aware of CATEGORY in the first place.
