Welcome, Patrons 🍸
A question I'm asked frequently by prospects is why isn't my content "working?" My initial response is to ask what they mean when they say "working." Their answer usually sounds like, "Well, it's not bringing in leads." Ok. I get that.
As we continue our chat and dive deeper into their situation, I realized their issue was not at the content level. They were posting consistently. They posted using various formats, text, images, video, and even audio. They were also only on two platforms. So what gives?
Well, pull up a seat, patrons. In today's pour, we're getting into something that many struggle with (even if they won't admit it out loud): creating great content that doesn't work.
Spoiler Alert: It's not a content problem—it's a messaging problem.
Why Your Content Isn't Landing (Even If It's "Good")
Like my prospect (now client), you're probably putting in the work, writing, sharing, and publishing, yet you're still not getting the traction you expected and need.
You've got the expertise, you know your audience, you have a great offer, but people aren't seeing it. Worse, they're confused, distracted, or simply moving on.
Here's why: your content is being poured through a weak or muddled message.
It's not about how often you post or how polished your videos are: take a look at some of my latest videos for an example → LinkedIn posts
Instead, it's about the clarity of the idea behind them.
Messaging touches everything you do; it's your core. Messaging is your filter. Messaging is the thing that gives content its flavor, focus, and direction. Without it, your content will lack punch.
If your message isn't clear, your content will never be.
Messaging Is the Filter. Content Is the Pour.
Let's use a distillery metaphor (because, why not) by thinking of your message as the filter and your content as the liquid being poured through it. If that metaphor doesn't work for you, think of a filter in your house.
- If your filter is muddled or cloudy, your content will be, too.
- If your filter is clean, what comes through is smooth, strong, and easy to consume.
Filtering your message helps every word, post, video, and offer work harder and resonate deeper with your audience.
When your message filter is dialed in:
- Your audience starts nodding along.
- You get clarity in how you show up, speak, and sell.
- Content creation feels easier (less guessing, more knowing).
- Your content engagement, prospects, and leads begin to increase.
But when your message filter is unclear:
- Content feels like a grind.
- You attract the wrong people—or no one at all.
- You overcompensate by doing more instead of doing it better.
Three Ways to Filter Your Message (So Content Hits Every Time)
First, you don't need to produce more content. Instead, you need content filtered through a clear, compelling message. Here's how to start:
1. Define What You Want to Be Known For
So many founders and entrepreneurs miss this. Understanding what you want to be known for is your big idea. It's the transformation your brand stands for because people remember you when you're known for something, but if you try to be known for everything, they remember nothing.
Ask yourself: If someone described your brand in one sentence at a bar, what would they say?
2. Simplify Your Language
Stop using language only you understand. Stop telling yourself that it's ok because your audience "understands your jargon" because even if they do, they will appreciate simplicity as it facilitates immediate understanding. For example, what does PMP stand for? Hit reply and let me know.
Stripping out jargon and using plain, relatable words prevents confusion, and we all know that confused people don't buy. They also don't comment, share, or engage.
Pro tip: Stop sounding like the expert in the ivory tower. Start sounding like the guide they trust at the bar.
3. Check for Alignment
This is where the spirit hits the glass. Your content will not be aligned if you don't have a well-defined and refined message. Like the guide rails on a bowling lane, your core message keeps you focused and aligned.
Make sure your content matches your core message. If you're talking about one thing on LinkedIn, something else on your website, and a third thing in your emails, you're sending mixed signals, and you know what happens when you send mixed signals at the bar, right?
Do this: Audit your last five pieces of content. Do they reflect what you want to be known for?
The Last Call 🍷
Here are your key takeaways before closing out your tab.
Messaging is the filter. It sharpens, aligns, and enhances your content.
Content without clear messaging falls flat. Even if it's well-made.
Content that converts. Clarify what you want to be known for, use human language, and align every piece to your message.
Messaging comes first.
Content gets poured through it.
Are you ready to clean your filter and create content that drives engagement? That's what I do at The Distilled Brand. Reply to this email with the word "Filter," or schedule a call, and let's chat.