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Hello Reader,

Why your content isn’t landing (and how to fix it)

If your posts are getting politely ignored like a group text where everyone saw it and nobody replied… welcome. You’re not broken. Your content isn’t “bad.” It’s just not connecting yet.

And here’s the plot twist: most content doesn’t flop because you’re inconsistent or “not posting enough.” It flops because it’s one of these:

• Too vague (so nobody feels like it’s for them)
• Too polished (so it feels like a brochure, not a human)
• Trying to impress everyone (which is how you end up resonating with… no one)

Today we’re building content that connects. Not content that checks the “consistency” box and still somehow accomplishes nothing.

The dream reaction (aka the goal)

When your ideal client sees your content, you want them thinking:

• “Oh my god, you get me.”
• “Finally, someone said it.”
• “I needed this today.”
• “How do I work with you?”

That’s the standard. Not “nice post!”

The real reasons your content isn’t connecting

Let’s say the quiet part out loud. Content usually doesn’t connect because:

1. You’re talking to “everyone” (aka no one).
2. You’re teaching without context (helpful, but forgettable).
3. You’re hiding your point of view (safe content is invisible content).
4. You’re skipping the moment (what they’re thinking at 11:47 pm, scrolling in panic).

And the fix is not “be smarter.” The fix is simpler.

Connection isn’t created by being smarter.

It’s created by being more specific.

Specific sells. Specific sticks. Specific gets saved and DM’d to friends with “THIS IS YOU.”

The Connection Formula: 3H Hook + Human + Help

1) Hook: call out the moment

Your hook isn’t a clever quote. It’s a mirror. Ask:

• What are they doing?
• What are they afraid of?
• What are they secretly hoping?

Hook starters:

• “If you’ve been saving posts and still not posting…”
• “If you keep rewriting your caption like it’s a college essay…”
• “If you’re tired of trying to look ‘professional’ and still feeling invisible…”

2) Make it feel like a person wrote it

This is where your content stops sounding like a textbook and starts sounding like you.

Add:

• a belief
• a confession
• behind-the-scenes truth
• a “you’re not crazy” reframe

Human starters:

• “Here’s what nobody tells you…”
• “I used to think this meant I wasn’t cut out for it…”
• “I see this all the time with smart, talented coaches…”

3) Help: one clear takeaway

Not 17 tips. One takeaway with a next step.

Help starters:

• “Try this today…”
• “Use this sentence…”
• “Here’s the 2-minute version…”

Quick clarity check (do this before you post again)

Answer these in one sentence each:

1. Who do you help?
2. What do they struggle with that they don’t say out loud?
3. What are they trying that isn’t working?
4. What do they want instead?

If you can’t answer those fast, your content will come out fuzzy. And fuzzy content gets scrolled past.

Turn your answers into hooks (copy/paste templates)

Use these plug-and-play patterns:

• “If you’re a [person] and you keep [behavior], here’s what’s actually happening…”
• “You’re not inconsistent. You’re overwhelmed because [reason].”
• “You don’t need more [tactic]. You need [missing thing].”

These work because they’re specific, a little spicy, and they make your ideal client feel seen instead of judged.

The real takeaway

Connection comes from specificity, point of view, and meeting your ideal client in the moment they’re actually living in.

Not in the “best version of themselves” fantasy. In the “it’s late, I’m stressed, and I’m questioning everything” reality.

If you want this to feel easier every week…

If you’re ready for a Signature Style content system so you’re not reinventing the wheel every time you post, ask me about the Unforgettable Impact Collective. It’s designed to help you master your content in 3 months, with 9 more months of support so you actually stick with it.

Keep Creating,

Jonathan