If he followed a classic niche approach, he would be talking about audience building or building a digital product. But, unfortunately, that would also be all he could ever talk about.
He would be trapped by his niche.
Instead, he has a Red Pill: to help other creators become “professional creators.” And that encapsulates building an audience, a digital product, and much more!
You can see him talking about design and revenue streams, two topics that are not really related but that build towards Jay’s Red Pill:
Another great example of this is Kieran Drew. Kieran used to be in the “writing” niche until he realized it was trapping him.
He used to give writing and storytelling advice when he realized that writing was the first step towards something more significant: Freedom.
That’s when he rebranded his newsletter to Digital Freedom, and things exploded. His newsletter grew like crazy, and so did his audience (over 160k+ followers at the time of writing this):
His Red Pill is to guide his audience towards freedom with writing.
But he also talks about selling digital products, growing his newsletter, personal experiences…All because he went bigger than writing and chose a Transformation.
Both these creators approach their niche from a Transformation, instead of by a single topic.
They’ve built a Red Pill, put the Morpheus disguise and they offer it to their audience.
How to find your Red Pill
Just as a niche, a Red Pill is not something you pick and stays immutable forever. It evolves.
I'm still in the process of figuring out mine after more than two years of doing this.
These are the two questions that are helping me get there:
→ Who are you trying to help out?
First, figure out who you are helping. You can group them by profession (marketers, writers, developers, farmers…) or by stage (beginners, experts…), or by a combination of both (expert marketers).
→What Transformation does your content/product/service help them achieve?
Here’s a quick way to think about it: list all your target audience's pain points (the response to the first question). Then state the Transformational journey they must go through to fix that pain point.
It doesn’t need to be too complex. Let’s look at one of the examples above: Jay wants to help other creators live off their expertise.
That includes many things, like building an audience, building revenue streams, and much more.
This would all fit under the “Going pro” Red Pill.
Figuring out this first statement is critical. Once you have it, you can start figuring out what content topics are in it.
But first, you need to figure out who you are helping and the Transformation they need.
Why is finding your Red Pill so important?
Figuring out your Red Pill will give you CLARITY. Clarity on:
What type of content to produce
What kind of products to build
What kind of services to offer
And who to make those for
When you nail your Red Pill, the rest will come your way. It’s like magic.
Again, I’m not saying that picking a niche by topic isn’t practical. It's great to get started and narrow down what you want to create.
But having a Red Pill is much more.
Now you have a message, a Transformation you want to set into the world.
A mission if you prefer.
And your content's only purpose is to share that Transformation with the world.
Learn in minutes what took them years
Join 7,200+ creators already receiving proven tactics to grow their audience and revenue. 3-minute, free, actionable emails to grow your business.