We’re all for fitting in and not rocking the boat, but sometimes you need to be a bit different. It’s a noisy world out there and most people's content is making the same noise.

You're stuck having the same conversation as everyone else, and what that makes you is a choice. A choice on a big list of lookalike products and services. One of 300,000 coaches, or 50,000 marketing agencies, or a squillion consultants.

What's the plan Stan?

When they zig, you need to zag. It’s time your content started a new conversation, preferably one that none of your competitors can join in on. You need a method for breaking the mould and keeping it broken so that you're a choice on a list of one.

"But enough about me, let's talk about you... what do you think of me?" You sound like Bette Midler.

99% of content is people talking about their launch, their webinar, their new web site, their product. They're talking all about themselves. And so are you!

So I’m going to break it to you gently. No-one cares about you. People care about themselves and their own problems. The fastest way to turn your reader off is to serve him up a stream of content telling him all about you and what you’re selling him.

What's the plan Stan?

What you need is a system for working out what your reader is saying to herself when she’s lying awake worrying at 4 o'clock in the morning. That's where she's stuck and that’s what she wants to talk about. So if you want her to engage with your content, that’s what she needs to be reading.

I get it. What you’ve built is genius. But people aren’t too bothered about how many gazillion Jigawatts you can process, or the finer points of John Watson’s thesis on Behaviourism. They want a simple dish served up without a lot of garnish.

If you ask your prospect to work too hard to understand what the hell your content is about, guess what? 

They won’t!

I’m going to let you in on a secret. People don’t buy the best products, they buy the best products they understand

What's the plan Stan?

What you need is less Flash Harry and more Steady Eddie.

You need a reliable system that gives you the confidence to speak to your prospect in a simple language that she recognises. Language that let’s her know that you understand what's keeping her awake at night.

If you're consistent at anything, it's being inconsistent. It's no use writing the best post on The Internet one week, and then going into The Witness Protection Program for a month. Momentum is the lifeblood of great content.

But I understand. You don't have a long list of zinger posts waiting in the top drawer of your desk. Sometimes you can't just magic up an original post that has your audience going weak at the knees. 

What's the plan Stan?

Would you take someone on a date to Paris and then wait three months before calling to discuss a second date? I didn't think so.

You need a totally reliable method for creating a list of interesting posts and a system that holds you accountable for making sure they see the light of LinkedIn three times a week.

You're drowning is a sea of generic content, that sounds the same as everyone else. Sure, posting about your product, your award, or your TED Talk is fascinating to someone. Unfortunately that someone is you. Of course you want to write about your achievements, that's how we build credibility. And there's a way to do it. But a string of "look at me" posts isn't it. There's no easy way to say this, but no-one's into your content. 

What's the plan Stan?

You need someone to show you a proven way to write announcement posts, that people will read. And while they're at it, you want them to show you the templates for a bunch of posts types which have a track-record of getting read.