Bell Curve Of Content

The other day, I was coaching a client with over 15 years industry experience. He’s been:

  • Writing religiously on LinkedIn for years.
  • Knows exactly what problem he solves, how he solves it, and his ideal client persona.
  • Has hundreds of testimonials and noteworthy results.
  • Understands his industry inside & out.

Turns out – he hasn’t converted a single client through LinkedIn. EVER.

All his clients still come from referrals and his personal network.

The problem? His writing.

He always writes for bottom of the funnel. Meaning, super specific posts with tons of industry jargon and acronyms without much context given. The result? Crickets. No engagement.

At the same time, I was coaching another client with 3 years of industry experience. She was still:

  • In “startup mode”.
  • An expert with some noteworthy results.
  • Trying to figure out her ideal client persona, the main problem she solves, and how she solves it

Some leads show up in her DMs every once in a while, but they either can’t afford her service, or don’t understand exactly what she brings to the table. So they’re a nightmare to convert.

The problem? Yet again, her writing.

Writes too wide. Too many topics covered, solving different problems for different people. Writes mostly for top of the funnel. The result? Crickets. No clients.

That’s why I wanted to share this model.

Basically, you want to get to the sweet spot where you get the MOST leads.

If your content is too narrow, you won’t get any engagement, so naturally, leads won’t be flooding your DMs.

On the other hand, if your content is too wide, you’ll be everything to everyone, and again won’t convert a single client.

So What Do You Do?

First, get Clarity on your BIG 3 – the problem you solve, for whom, and how.

Once you figure that out, optimise your LinkedIn profile so it speaks to your Ideal Client about the problem you solve, and how you solve it better than anyone else.

Next, plan out your content strategy. You want to drive traffic to your optimised profile.

Ideally, mix up your content between:

  • Top of the funnel (people who have no idea who you are, or what you do),
  • Mid-funnel (interested in what you have to say), and
  • Bottom of the funnel (ready-to-buy).

Avoid biz jargon and buzzwords at any cost.

Leads will start coming in.

Pinky promise,


Actionable Writing Hacks That Attract & Convert Clients.

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