How much how-to?

Photo by Feliphe Schiarolli on Unsplash

I know that the go-to strategy for content these days — especially for creative freelancers — is to teach. To create endless how-to’s on your thing. To see your content as a huge Q&A library.

I want to challenge that right now. (Should be fun, anyways.)

Although I’ve put exactly zero research into this (I’m no marketing scientist by any means), I think that the online closet of how-to is about full. There’s not a lot of room left in that area of the internet. I can go to Skillshare, Udemy, CreativeLive, or a number of others to get a highly produced, cheap (sometimes free) comprehensive lesson plan on how to do virtually anything I want.

A fresh idea for content: Stop teaching how you do the thing and show us what you do with the thing.

Sure, give us some pointers every now and then. But I’d rather see you demonstrate your skill rather than teach it.

Take Casey Neistat for example. He totally could have started his career by posting how-to’s on filmmaking. And he probably would have done well. But, what did he do?

He made awesome videos. Scrappy, DIY (but super well done) stories that chronicled his mundane life (which has gotten less mundane in recent years) told in a way that no one else was telling them.

Now, he’s one of the world’s most sought-after filmmakers in his genre — yes, YouTube vlogging is now a genre, if you haven’t noticed. (And if he were to host a YouTubing class, it would be sold out in seconds.)

Why?

Because he lives his craft. He demonstrates it. Yes, he throws out useful camera reviews and tricks of the trade on occasion. But it’s a small subset of his work.

Tre L. Loadholt is a poet. She’s THE poet of Medium. No one else even comes close. I don’t see her spending time writing endless poetry hacks and how-to’s (thankfully). She’s doing the thing, not just writing about the thing. She’s both artist and expert (well done, Tre).

Demonstrate your skill. Show us your work. And then tell us how to do it. If you want.

Just know that teaching isn’t the only option. What we really want is to see your magic.

That’s what’s going to inspire us.


You can find more of Jonas’ work over at at Higher Thoughts, one of the most popular single-author publications on Medium. Subscribe to his daily-ish missives and musings at JonasEllison.com