How to make your content connect

Apr 3
3 min read

When I first went self-employed, I had lots of advice telling me to niche down. But I was resistant to doing that, because I thought it would limit me.

In my head, fewer people meant fewer opportunities. And I’d spent my entire career writing for different industries – I enjoyed the variety. I didn’t want to box myself in.

So, I ignored the advice and instead, I tried to appeal to everyone.

Spoiler alert: it didn’t work.

What happens when you talk to everyone

I learnt the hard way that trying to appeal to everyone in your marketing usually means you end up appealing to no one.

When your message is too broad, it becomes too safe, too beige. Not because you’re not a good writer, but because you’re trying to hold the attention of a room that’s too big. And when the room is too big, no one feels like you’re talking directly to them.

Since starting my business, I’ve tried a few different niches. And it took me a fair while to really narrow it down. Because “female business owners” isn’t a niche.

I know that now. But I’ve spoken to a number of fellow women in business who say that’s their niche too.

It sounds like a niche. It sounds specific, but it’s not. Because that group includes:

Brand-new start-ups
Seasoned CEOs
Coaches
Creatives
Product-based businesses
Women with a side hustle alongside their employed role
Women making six figures

That’s not a niche. That’s basically half the business world. And when you try to write for that many people, it’s easy to overthink it.

You second-guess everything and end up diluting your message so it doesn’t offend or exclude anyone.

Make the room smaller

If your content isn’t landing, it’s time to get specific about who you’re talking to and make the room smaller.

For me, that now looks like:

“Established female founders who are done winging it with their content marketing. They know their stuff, they’ve built their business, and now they want to be seen as the expert so they can attract more of the right clients and make more money, without second-guessing themselves or trying to be someone they’re not.”

That’s a very different audience to “female business owners”. It’s clearer, sharper, and more focused.

This is when your content clicks

When you write to a specific person, in a specific moment, everything changes.

Your content becomes:

More natural to write
More engaging to read
More effective at converting

That’s when someone reads it and thinks, “Wait… are you in my head?”

And it can turn passive readers into paying clients.

Want help getting there?

If you’re staring at your content and thinking:

“I don’t know who this is for?”
“Why does everything I write feel a bit…meh?”
“I know what I want to say, but I can’t get it down in words”

You don’t need to figure it out by yourself.

I’ve created a free 5-day email course to help you stop second-guessing your content and start feeling more confident every time you sit down to write.

Each day you’ll get a short, practical email with a simple task – so you’re not just learning, you’re doing.

Over the five days, you’ll: