Read time: 5 minutes

The Power of Association

One simple phrase can turn you into a "Category King or Queen."

And I'll teach you how to do just that in today's letter.

For context:

Last week, I posted a Thread.

It went nuclear.

​You can read it here.​

There was a lot of demand when I talked about this topic in August, too.

What topic, you ask?

The Power of Association.

The Power that comes with being attached to a specific word or phrase in your readers' or customers' minds.

This led me down a rabbit hole.

I thought "It's about time I turned this topic into a deep-dive newsletter."

So, here we are.

Let's get into it:

​

The Invisible Creator

Most creators think hard work, consistency, and good ideas will get them noticed.

This leads down a dark road:

• Slashing your prices down
• Chasing, instead of attracting
• Competing in a space of lookalikes

Without a clear identity, you’re a commodity.

Just another option in a sea of thousands.

​

Don't Be Another Statistic

The goal is not to be "known", it's to be "known for a niche you own."

[shout out to Nicolas Cole... again]

But right now, maybe you're:

• Blending in
• Competing on price, not value
• Feeling overworked, underpaid, overlooked

I’ve been there.

On the content hamster wheel, hoping something would stick.

I used to spend 3 hours editing an Instagram reel only for it to flop miserably.

I did this for months straight.

It HURTS me to think about it.

I wish I knew what I'm about to share with you today, 3 years ago.

If this sounds familiar, you may have fallen into the same trap I did a few years ago...

​

The Copycat Trap

Borrowing words that already belong to someone else makes you forgettable.

Here's what I mean:

Justin Welsh says “Solopreneur.”​
Suddenly, you’re a solopreneur.

Jay Clouse builds “Creator Science.”​
Now your bio says “The Creator” and it feels... vague.

Dan Koe dominates “One-Person Business.”​
So you start writing about the same thing, but it feels weak.

Ali Abdaal is known for “Productivity.”​
You churn out tips for Notion and time-blocking, but you're on his land.

Ryan Holiday is the face of “Stoicism.”​
Now you’re posting Marcus Aurelius quotes, but people still go to him first.

Andrew Huberman popularized the “Morning Sunlight" method.​
You post about getting light exposure, but he’s already etched in people’s minds.

Naval Ravikant is synonymous with “Leverage.”​
You write about building leverage, but it doesn’t resonate because it’s his thing.

Robert Greene is forever tied to “Laws.”​
You start talking about power and strategy, but you can feel his legacy echoing around you.

What happens next?

1) You stay stuck in their shadow

Their audience sees you as an imitation, not an original.

2) You’re forced to fight for scraps

Instead of owning your category, you’re fighting for leftovers.

3) Your audience scrolls right past you

Why would they listen to you when they’ve already got the original?

The good news?

This DOES NOT mean you can't:

• Talk about Stoicism
• Use the word "Creator"
• Give productivity advice
• Talk about morning sunlight
• Write about the "One-Person Business" model

You just need to find a way to take a piece of their pie for yourself.

I'll give you a perfect example:

Mike Romaine - "The Creator Newsletter Guy"

Not any old Newsletters; Newsletters for Creators.

Now, Mike's not the only person in the world to talk about newsletters.

But he does it in a way that makes every other Newsletter Creator a little irrelevant.

Mike teaches value ladders, email marketing/launches, branding, and an array of other topics.

His range of subcategories is what helps make him unique.

You'll see a lot of subcategories in his social content but then his newsletter content gets hyper-specific and always relates each topic to "newsletters."

Newsletters are at the core of everything he does.

Now here's what makes him even more unique:

He has a specific methodology for creators to launch, grow and monetize newsletters as a full creator business (as opposed to media brands).

I like to think of "Creator Newsletters" as his unique content umbrella word.

We can also call this a "Container Word" or, something I've started saying is "Sticky Word."

In short:

Mike's content [Unique Content Combo] covers a wide array of topics all leading back to his main specific niche category [Unique Umbrella Word].

Combine this with his unique approach to helping creators launch, grow and monetize their newsletters [Unique Approach].

[Unique Content Combo] + [Unique Umbrella Word] + [Unique Approach] = [Unique Creator]

Now let's see this in action:

[Value Ladders, Launches, Branding & More] + [Creator Newsletters] + [Launch, Grow & Monetize Method] = [Mike Romaine]

If you go and follow this guy, I guarantee he'll start popping into your head whenever you think of Newsletters for Creators.

This is the Power of Association.

​

Why You Need A Unique Umbrella Word

1) You Become the Niche

People begin to associate this word with you and your brand.

You become:

• A ‘Niche-of-One’
• The go-to authority figure

The first person people think of when they need to solve a specific problem.

2) You Make More Money

The world’s a big place.

You’ll have a ton of competition, regardless of the industry.

But, in a niche-of-one, you dominate the market.

People choose you while everyone else fights over scraps.

Don’t have a unique word?

You’ll be forced to slash your prices, leaving your profit margins thin.

​

The Niche Finder

By now, you should know that I'm on a crusade to make your life easier, one system at a time.

Today is no exception.

The system you're about to access is going to pretty much spoon-feed you with a Unique Umbrella word.

All you need to do is input a few pieces of information and my system will do the rest.

​Click here to access the system.​

That's it for today's Coffee Break

Use the Niche Finder and I guarantee, you'll:

1) Become a "Niche of One"

2) Charge what you're worth

3) Stop chasing & start attracting

Anyway...

Keep creating, testing, and refining.

I'll see you in a few days.

Morgan

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No sucky fluff, no noise.

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This means it costs around $0.12 per tactic.

If this doesn't interest you, please feel free to ignore me. :)​

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