Stop Writing Content For Everyone
One of the quickest ways to improve your content is to stop writing it for your followers.
Write it for one person.
More specifically, write it for your DCP.
This sounds ridiculously simple, but its one of the biggest differences I see between content that feels generic and content that makes someone stop because they feel like you're speaking directly to them.
You aren't addressing an audience.
You're having a conversation with one person.
Your content should feel personal
Think about the difference between these two hooks.
"5 tips to help people lose weight."
vs
"Do you feel like you're really good Monday to Friday, then every weekend you undo all of your progress?"
The first one could be for anyone.
The second one makes a specific person think:
Thats literally me.
And thats what we're trying to create.
Your DCP should be able to read your content and feel like you've somehow been listening to the conversations they're having in their own head.
Start using "you" more
Go through your last few captions and scripts.
How often are you saying:
"People struggle with..."
"A lot of my clients..."
"Many people find..."
"Some people may experience..."
It sounds like you're writing an article.
You're creating distance between yourself and the person reading it.
Compare that with:
"You keep starting again every Monday."
"You've been training for months but still dont feel confident walking into the gym."
"You're doing well all week, then the weekend comes and everything goes out the window."
"You've probably tried cutting carbs before because you thought that was the problem."
Now we're speaking to them.
Use words like:
You.
You're.
You've.
Your.
It sounds basic because it is.
But read this post back.
I'm not constantly saying "coaches should write their content..."
I'm saying you.
Because I'm writing this to you.
Use the language your DCP actually uses
This is where knowing your DCP properly becomes important.
Your client probably isnt saying:
"I'm struggling with nutritional adherence."
They're saying:
"I'm really good all week and then I mess it up at the weekend."
They probably aren't saying:
"I'm experiencing low levels of self efficacy within the gym environment."
They're saying:
"I just dont feel confident in the gym."
They probably aren't saying:
"I need a progressive resistance training programme."
They're saying:
"I want to actually know what I'm doing when I walk into the gym."
Stop trying to sound like a coach.
Start sounding like the person you're trying to help.
Your knowledge can be complicated.
Your communication shouldn't be.
Describe their life, not just their problem
This is where your content can become really good.
Dont just say:
"Are you struggling to lose weight?"
Thats technically speaking to a problem, but its still incredibly broad.
What does struggling to lose weight actually look like for your DCP?
Maybe its opening MyFitnessPal again on Monday morning because they've decided this week is going to be different.
Maybe its avoiding photos because they dont like how they look.
Maybe its training four times a week but having absolutely no structure when they get there.
Maybe its doing brilliantly until Friday night, then spending the entire weekend eating and drinking whatever they want before promising themselves they'll restart Monday.
Those are real situations.
And real situations create recognition.
Someone should be able to read your post and think:
"How does this person know I do that?"
Thats when you've got their attention.
One post doesnt need to speak to your entire DCP
This is important.
You dont need every single post to cover every problem your DCP has.
In fact, dont.
Pick one person, one situation and one problem.
Then write the entire piece of content around it.
For example, imagine your DCP is a busy man in his 30s who wants to get back into shape.
One post might speak specifically to him missing training because work keeps running late.
Another might speak to him being brilliant with food during the week and losing control at weekends.
Another might speak to the fact he used to be fit in his 20s and keeps comparing himself to that version of himself.
Another might speak to him wanting to get fit without his entire life suddenly revolving around the gym.
Same DCP.
Different conversations.
Thats how you create depth without constantly repeating yourself.
Stop worrying about excluding people
This is where coaches bottle it.
They write something specific and immediately think:
"But what if someone else reads this and it doesnt apply to them?"
Good.
It wasnt for them.
You dont need every person who sees every post to relate to it.
You need the right person to relate to it deeply enough that they remember you.
If I write a post specifically for an online coach who's getting views but no enquiries, a brand new PT might scroll past it.
Thats fine.
The coach who's been posting five times a week for six months and getting absolutely nothing from it might stop immediately.
I'd rather have that.
Write like you're sending them a message
This is probably the easiest way to put all of this into practice.
Before you write your next post, imagine your DCP has messaged you privately about the problem.
How would you respond?
You probably wouldn't say:
"Here are five effective strategies individuals can implement to improve nutritional consistency."
You'd say:
"I think the problem is you're trying to be perfect all week, then by the weekend you're sick of it and everything goes out the window."
Thats how your content should sound.
Normal.
Direct.
Specific.
Like theres actually a person on the other end.
Try this before your next post
Before you write anything, answer these four questions:
Who exactly am I talking to?
What are they dealing with right now?
How would they describe that problem themselves?
What do I want them to understand by the end of this post?
Then write to that person.
Not Instagram.
Not your followers.
Not other coaches.
One person.
Your DCP.
Because when you try to make everyone feel included, your content becomes easy for everyone to ignore.
When you write to one person properly...
They feel like you're talking directly to them.