You’re special.

I’m not telling you that in some creepy, weird, salesy kind of way. Or in a shallow Instagram-inspiration kind of way.

Each and every human on the planet is unique. We’ve all had experiences that no other person in history has. We have thoughts and feelings and emotions that are ours and ours alone.

And yet…

A lot of businesses market to us as if we’re just a faceless mass. As if we all have the same desires and aspirations. As if we’re not actually all that important or special.

But I’m guessing that you don’t want your prospective clients to feel that way? You offer a personalised service and want your audience to know – and feel – that from the very first moment they hit ‘follow’ on Instagram or open up your latest email newsletter.

You have to create a connection in your content, and to do this, you need to create your content in the same emotional space that you want your audience to receive it in.

There’s a quote I love from the American Poet Robert Frost:

“No tears in the writer, no tears in the reader.”

Basically, this means that if you don’t feel emotion when you’re writing something (or filming or recording it – this advice is true for all kinds of content – social media, blogs, videos, podcasts), then your audience won’t feel any emotion when they read/watch/listen to it.

And that emotional connection with you is ESSENTIAL if you want to convert your audience into your clients.

Allow yourself to get emotionally involved when you’re creating your content.

Don’t hold back. Be passionate. Be happy. Be sad.

The more emotion you put into your content, the stronger you’ll connect with your audience.

Create from the heart.

Share what you really think, feel and believe.

Here are three ways to ensure that your content is Human-to-Human, not Business-to-Random-Customer…

1. Always write (or address your videos/podcasts) as if you’re talking to just one person. Not “Hi guys” (don’t even get me started on ‘guys’) or “Hello followers/subscribers/all”. Make your reader/watcher/listener feel as if you’ve created this content just for them.

2. Create content that paints a picture (or even better, creates a movie scene) of something they’re familiar with – show them that you understand who they are and what they’re going through (don’t just tell them!)

3. Create content that’s a conversation – ask questions and for feedback and opinions. Who doesn’t like to give an opinion?

People buy from people – yes it’s a cliché, but it’s a cliché because it’s true. And I promise you that creating content from that emotional ‘human’ place is a lot easier (and more fun!) than creating bland, boring ‘corporate-y’ content!


Clarity, Confidence & Content is my signature 121 coaching & training hybrid program. You’ll get clarity on your business and who you serve AND the practical tools and a framework to create your content going forward. Our final session is putting together a detailed 3-month plan for your content.

If you’re looking for Clarity and Confidence so you can create kickass Content, then you can get all the details HERE.

I’m on a mission to get as many women as possible to KNOW how awesome they are and to give them the confidence to consistently create content that shares their message in their unique voice.

Do you want to be one of them? Book a call with me right now!