Six weeks ago, I was hired as a content coach by Kieran Drew for his writing community.

I worked with founders, coaches, and consultants who want to grow their business through high-quality writing.

After sending dozens of critiques, I noticed one common mistake. It's the reason why content falls flat and fails to attract buyers.

Let me show you what I mean.

When content is replaceable

I remember reviewing a long-form post from someone in the community. The author (a smart founder) shared a piece about “The myth of multitasking”. He opened with an old Zen parable, followed by a lofty explanation of how to focus your attention.

The writing was good, but I felt like I was reading an ancient philosophy book.

Even though the post idea resonated—forget multitasking, do one thing well—I’ve seen the same advice a million times before.

That’s a problem.

If you’re saying the same thing as everyone else, you’ll never stand out from the crowd.

But that doesn’t mean you have to come up with original ideas. You can simply take an existing idea and give it your unique spin.

So I gave him my honest feedback:

“Where are you in this?”

I wanted to see a personal story, an experience, or a reflection. Anything that signals there’s a real person behind the post.

This is especially important in the age of AI.

Today, anyone can create a seemingly good piece of writing, but few people can create the connection it needs to turn readers into followers and buyers.

And without connection, no one will care about your ideas or buy what you have to offer.

…which is a death sentence for any business.

Here’s how to fix this

If you want to write content that connects (and attracts buyers), use this dead-simple structure:

Start with yourself.

Then make it about them.

You start by sharing something only you could write—a personal observation, an interesting experience, or a win you’re proud of. This way, your content feels fresh and exciting which guarantees you get more views.

It also makes your writing more conversational—and conversational copy is critical for sales.

(If you want to see an example, look at how I started this email.You learned a lot about me, and I wasn’t lecturing you from a podium.)

But just like in a casual conversation, you cannot only talk about yourself.

You must bring it back to the reader.

You do this by making important points and giving them advice to act on.

This way, your content is unique AND useful, which is a fantastic combination for standing out from the noise.

Now, get writing.

Dave

P.S.

Would you like to write content that attracts buyers?

I help founders, coaches, and consultants build a system to create high-quality, business-building content…

…turn followers into email subscribers…

…and use email automations to turn subscribers into customers (and/or booked calls - depending on your offer).

All in just 2-3 hours a week.

If this sounds like something you’d like, then I am taking on 3 more founders who are willing to provide case studies once they have installed the system.

Together, we’ll research your audience to find the best messaging for making sales. Then, we'll write compelling content that pulls people into your world and positions you as an authority.

And finally, we’ll install automations so you have a machine running for you, and can work smarter. Plus, I’ll show you how to use AI to do most of this work for you.

This will just take 3 months.

It’s currently 50% off the asking price as I’m looking to inject more case studies this summer.

If you wanna snap up one of these spots, just hit reply. First-come, first-served.

Would love to work with you.