The Non-Bro, Non-Boring Way to Get Better Leads Online

Use this blueprint.

I get it.

You’re not trying to be a content bro—but you’re also not trying to be invisible.

What’s a content bro?

It’s those “content creators” online who prioritize maximizing engagement. It appears to work on the outside…until you see their bank accounts. But you also need some sort of visibility to get the quality leads you want for your business. I know how you feel. You’ve got the receipts, the results, the resume, but you’re content still doesn’t attract the right people.

Here’s why.

You’re Speaking, But Not Connecting

I’m sure you’re smart as hell in whatever field you specialize in.

But you don’t need to be the “smartest person in the room” to generate quality leads.

Here’s the thing. Information is at our fingertips now. Google and AI have only made that information accessible to us at a faster rate than ever before. Do you really think people click your article to see “How to lose 50 lbs. while eating carbs”? Nope. I wouldn’t either.

Experts are still stuck in this mode of “the more information I present, the better”, when in reality, it scares your audience away.

Plus, it’s super generic to do “How-to” content now.

I get it. You want to sound as professional and as smart as possible, but people gravitate now towards authenticity. They want to know what YOU think, as an expert in your field, that other experts in your field either don’t talk about or get wrong. They want someone who’s opinionated, not just an information-spitting robot.

So, you have my permission to be more unhinged online.

The Authority Comes From Specificity + Story

You don’t need louder content—you need clearer messaging.

I’ve seen this firsthand from so many amazing experts I’ve coached over the years. They come to me thinking they need engagement farming, praying that would be enough to build momentum for their business, when in reality, they need to give their message more clarity.

The best leads connect with a message that feels tailor-made for them.

That’s what storytelling does: it shows who you are and who you’re for.

You don’t build that rapport with your audience by talking about smoothies; you build it by talking about strawberry banana smoothies sprinkled with chocolate powder.

Stop trying to cast a wide net and cast a net that only a select few people can get into.

Thoughtful, Story-Driven Positioning is The ONLY Solution

Use your story to clarify your edge.

It’s what makes a strong personal brand a strong personal brand. It’s not built on constant generic information. It’s built on a certain expert or skilled professional who tells the same three stories all of the time in different ways. Their preferred audience is reiterated through their writing every single time they post because of this.

Don’t just write to educate — write to filter.

If you’re a fitness coach who helps men and women in their 30s lose weight while still eating carb-based diets, use that as your launching point. Then, talk about client experiences or stories that have happened to you personally that led to YOU using the method you do to help others lose weight. Write about your struggles with weight loss, your struggles with balancing carbs, and thinking that was the only way to lose weight.

People buy from a person like that.

What they DON’T buy from is a person who spews generic weight loss information at the wall to see what sticks.

Why?

Because they’re all over the place and the content doesn’t serve THEM specifically.

So why would anyone pay you specifically to solve their problem?

When your message is sharp and real, the wrong people self-select out — and the right ones lean in.

This is what I help experts do in The Consistent Writing Blueprint:

We build your messaging system using clarity, story, and structure — no growth hacks, no gimmicks. Just writing that brings in the right leads, over and over.

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