Content with Purpose: How to Filter Out the Noise and Discover Authenticity

As a coach, I’m supposed to write specific content.

I’m supposed to hit you where you hurt.

I’m supposed to identify your pain (I already know it), and then I’m supposed to agitate it.

I’m supposed to pour salt on your wound and rub it in.

And then I’m supposed to offer you a solution — a promise to make the pain disappear.

Then I’ll wrap it up with a nice call-to-action (Buy Now! Schedule Your Call! Subscribe!)

This is a relatively standard copywriting formula used on social media to entice someone into an offer.

Social media is awash with posts like this.

It’s effective, no doubt.

But it, and other copywriting “best practices,” have created a plethora of contrived content that doesn’t stimulate genuine thought or add value — other than to the individual who wrote it.

I can’t stand it; I don’t like writing this way.

I also don’t like reading these posts; I click them off as soon as I see them.

I don’t want to rub salt in someone’s wound; that’s the antithesis of what I hope to do.