I came across yet yet another reference to Steven Pressfield’s The War Of Art (I really will have to break the cover sometime soon). This most recent post I came across was at the Pushing Social blog, in a post called, ‘The Tale Of Two Bloggers’. I described a hypothetical couple of bloggers, each publishing on the same topic in the same industry, yet one developed a successful blog while the other didn’t. The distinction for the successful blogger was that she wrote for herself rather than her readers.
The analogy used in Pressfield’s book is of Arnold Schwarzenegger in the gym. When he’s in the gym, he’s following his passion. He owns that gym and uses it as a tool of his self-identity.
To an extent, this idea flies in the face of the concepts of SEO, keyword research, and publishing for an identified market. The idea is that if you create based on your true passion, that passion will show through in the quality of your work. The example I often use in my classes is the hypothetical cricket fielder who writes the world’s greatest book on the slip position technique. Even though it’s the greatest book on the topic, if people aren’t looking for that topic he’ll have a tough time making sales. Continue reading