Ryan Holiday is one of the best-selling nonfiction authors of the past decade.
To date, his books have sold more than 3,000,000 copies.
Here's the crazy story of how a digital marketer niched down and created his own category around Stoicism:
Ryan dropped out college at 19 to apprentice under best-selling author, Robert Greene.
This is clearly where his "become known for a niche you own" thinking started.
Each of Robert's books focused on timeless human qualities.
(This early inspiration was critical.)
Ryan then spent several years as the marketing director for American Apparel, before making his name helping launch Tucker Max's "I Hope They Serve Beer In Hell."
The book sold more than 400,000 copies in 2009 alone, and 1M+ copies to date.
β’ What are you writing about?
β’ Who is it for (be specific)?
β’ To deliver what sort of outcome?
Here's what this looks like in action π
"I write about productivity."
No!
WHAT: "I write about productive work habits."
FOR WHO: "For busy product managers at SaaS companies."
SO THAT: "So they can have more time to build meaningful relationships with their coworkers."
Wow, so much better!
"I write about real estate."
No!
WHAT: "I write about how to buy your first rental property."
FOR WHO: "For people who want to get started in real estate but have no money."
SO THAT: "So they can quit the job they hate and create a job they love."