Content Underperforming? You May Be Making These 3 Big Mistakes…

Written by: John Williams • March 27, 2023

Image Source: https://unsplash.com/@mcoopercreative

If you know you have valuable expertise to share but you’re not getting the traction you want online, let’s change that today.

I know how frustrating it is to consistently put out content but get less engagement than you’d like. To make it even worse, you see other people in your field getting more attention and better results, even when they have no more expertise than you (often much less!).

Every day I speak to clients in this situation and when I look at the content they put out—on social media, to their email list, on their website—it’s always cursed with these three faults:

1. Broad

2. Vague

3. Bland

Each one of these has the power to destroy your plans. The good news is, it’s easier to fix these than you may think—having a huge impact on your results once you do.

narrow down your niche if your content is too Broad 

I see too many people say they can help anyone … all entrepreneurs… all moms. 

It’s far too broad. What ends up happening is that those who land on your website or social media profile don't know if you're talking to them. 

That’s because you end up writing copy that’s a catch-all trying to cover all the bases, resulting in something that doesn’t connect with anyone.

Instead, you need to get specific.

Think of the person you most want to work with and speak directly to them and their situation. 

When you do this, your copy suddenly becomes more compelling. 

You’re able to describe what their life is like now, the kind of things they dream of, and what’s getting in their way.

All this is magnetic to a prospective buyer, whereas broad content never is!

use simple language instead of vague corporate jargon

Too many people describe what they do in woolly or corporate language. 

Sometimes I read their copy and simply say "I don't know what that means". 

And this is despite the fact that they can explain in very simple language to me in person! 

(hint: just write that version down)

This happens because you’ve been trained to do it: schools teach us to write in an abstract, formal way that no one speaks in. 

Then we get a job and we learn that it’s best to fit in and use business-speak to describe things at a high level with lots of jargon.

But no one wants to hear or read things described in vague, corporate language–not even people in corporations. The last place for this is in content designed to capture and keep your audiences’ attention—whether it’s shared on social media, your website, or anywhere else.

You need to avoid this at all costs, replacing it with a specific, clear, and straightforward message.

show more personality if your content feels bland

Something else “office life” encourages us to do is hide our personality. 

We round off the rough edges and play it safe… but when you do this as a solopreneur it makes your content boring; going over people's heads without making any real connection.

We know that people need to know, like, and trust you before they will buy (particularly when you’re selling services or expertise) but how can they do that if you never show who you are?

It’s not enough to demonstrate your expertise… you have to show your personality too. 

But… “what if people don’t like me?” is the question I often hear.

Good! It’s better that people find that out now. 

And the people who do like you will know that sooner as well.

As Ray Charles once said, his mother gave him two excellent pieces of advice: 

‘Always be yourself.’ 

and ‘Not everyone is gonna like you’. 

The same applies to you.

So right now, try this simple exercise…

Think of something that irritates you about your field. Is there an idea or strategy you see people repeating that you disagree with? That is not helpful for the people you work with? 

Good! This shows a point of differentiation in your approach and that is marketing gold.

Once you’ve thought of a topic that annoys you, set aside 30-60 minutes to write a rant about it.

Say exactly why it annoys you and why it is the wrong approach. 

Don’t pull your punches!

Here’s the key: you are not going to publish this piece—at least not in the form you first write it—so feel free to write in the strongest terms you can imagine.

Swear, if you like. Name names of the so-called experts that get it wrong. Use whatever language you like and don’t feel you have to be grown up because no one’s going to see this!

Now put this piece away and leave it for a day. 

When you return the next day, read over it and ask yourself, “Can I write a version of this that I would be willing to publish?” 

Perhaps you’ll clean up the language and take out the names of the people you think are a bad example. Perhaps you’ll soften the tone a little.

If you are going to publish it make sure that the piece isn’t written out of bitterness but rather out of your desire to get a message through that will help people. 

The feeling should be of you stepping in (perhaps fiercely) to help those who most need to hear it—this way you ensure you add a net positive into the world, even if it’s strongly worded.

Now… if you do publish it you’ll likely get a strong reaction. 

The people who feel the same way as you will rush to thank you for stepping up and saying it. Whereas the people who disagree will let you know too. That’s OK. Engagement is always good so long as you know you wrote what you did to genuinely help your followers.

What you’ll find at the end of this exercise is that you’ve stretched the envelope of how real you’re willing to be. Even if you never do something as strongly worded again, your approach to your content will change for good and you can enjoy much better traction as a result.

Whereas if you stick to broad, bland, and vague content… you’ll struggle to achieve anything.

I hope reading this article inspires you to be YOU and to unleash some real and magnetic content into the world. If it has and you would like to dive deeper, you may like to read my free guide: 7 Steps To Quickly Make More From Work You Love Doing.

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