How I stopped wasting time on content that no one read (and what finally worked)
Every day, I see solopreneurs and small business owners posting content, hoping it will bring them clients. Most of it gets ignored - buried under a sea of sameness.
Every day, I see solopreneurs and small business owners posting content, hoping it will bring them clients.
Most of it gets ignored - buried under a sea of sameness.
I know because I’ve been there.
For years, I poured my energy into content that went nowhere.
It was frustrating. I felt like I was shouting into the void. I kept trying different styles, different formats, different platforms - nothing seemed to click.
I reached a breaking point. Instead of churning out more content, I stepped back and analysed what actually worked.
I looked at the content that worked, the content that didn’t, and figured out what made the difference.
Now, my content drives engagement, conversations, and inbound leads - consistently.
And I’m sharing exactly what I do so you can do it too.
1. Stop the scroll with a strong hook
People won’t engage if they don’t even stop to read.
Think about your own scrolling habits - what actually makes you pause?
It’s not a generic statement.
It’s something that sparks curiosity, hits a nerve, or challenges your thinking.
Your first line must either surprise, intrigue, or create urgency.
If it doesn’t, people will keep scrolling.
Avoid weak openings like “Content is important” or “Here’s something to think about.”
Instead, start with a bold claim, an unexpected fact, or a question they can’t ignore.
Key actions:
Open with a bold statement, unexpected fact, or provocative question.
Avoid generic introductions - get straight to the point.
Test different hooks and see what resonates most with your audience.
❌ Bad example: "Content marketing is important for business growth."
✅ Good example: "Most people fail at content marketing because they focus on the wrong thing. Here’s what actually works."
2. Speak to their inner voice
The best content feels like it was written just for you.
Ever read something and thought, “Wow, this is exactly how I feel”? That’s not an accident. It’s the result of understanding your audience’s struggles, frustrations, and aspirations.
To do this, listen to the way your audience talks about their problems.
Use their words.
Show them you understand their world better than anyone else.
Key actions:
Use the exact words your audience uses to describe their struggles.
Show them you understand their frustrations better than anyone else.
Focus on them, not you.
❌ Bad example: "If you want to grow your business, you need to find clients."
✅ Good example: "You’re doing everything right, but clients keep ghosting you. Here’s why - and how to fix it."
3. Be the expert they haven’t heard before
Repackaged advice won’t get you noticed.
There’s a flood of generic content online - “be consistent,” “add value,” “engage your audience.”
To grab attention, challenge the status quo.
Take a belief your audience holds and flip it on its head.
Key actions:
Challenge common advice and offer a fresh perspective.
Use personal experiences to validate your insights.
Avoid clichés - go deeper than surface-level tips.
❌ Bad example: "Networking is the key to growing your business."
✅ Good example: "I wasted years at networking events before realising they weren’t the answer. This is what actually worked."
4. Tell stories that make people feel something
People forget information. They remember emotions.
Data and facts might prove a point, but stories make it stick.
Share a personal experience that shows struggle, learning, and growth.
Your audience should see themselves in your story.
A great story has an emotional arc - Problem → Struggle → Insight → Resolution. If your content lacks emotion, it won’t resonate.
For example…
I once launched a new service and expected it to take off instantly (Problem).
But after weeks of silence, I realised I had no real strategy for promotion (Struggle).
I dug into what made content engaging and refined my approach (Insight).
Within a month, I started seeing more leads than ever before (Resolution).
Stories like this make your content relatable and memorable.
Help your audience see themselves in your story.
5. Make engagement a no-brainer
If your content feels like a lecture, people will scroll past.
If it sparks curiosity, they’ll join the conversation.
Questions that feel forced or vague, like “What do you think?” won’t get responses.
Instead, create discussions by asking thought-provoking, specific questions.
Key actions:
Ask specific, thought-provoking questions that invite responses.
Use curiosity, urgency, or FOMO to encourage participation.
Avoid generic CTAs - make them feel personal and relevant.
❌Bad example: "What do you think?"
✅Good example: "What’s the worst business advice you’ve ever received? Drop it in the comments."
6. Keep it so simple they can’t stop reading
Your audience is busy. If they have to work to read your content, they won’t.
Long, dense paragraphs will kill engagement. Keep your writing tight and conversational.
Write like you talk.
Then edit out half the words.
When I started doing this, I saw an immediate difference.
My posts became easier to read, and engagement shot up. One post I rewrote with half the words got twice as many comments as the original version.
Clarity and brevity make your content more powerful.
The more effortless it is to read, the more people will stick around.
Key actions:
Use short paragraphs and clear formatting for readability.
Cut unnecessary words - every sentence should add value.
Write conversationally, not like a lecture.
7. Make it unmistakably yours
Your content should sound like YOU.
Too many people create generic content that sounds like everyone else. Inject your personality, strong opinions, and unique voice.
Key actions:
Inject your unique voice and personality.
Avoid sounding like everyone else - share strong opinions.
Make your content instantly recognisable as yours.
❌ Bad example: "Experts say posting consistently helps build an audience."
✅ Good example: "Forget the overused marketing hacks - this is what’s actually working in the real world for small business owners."
8. Create content people want to share and save
People don’t share content just because it’s good. They share it because it makes them look good.
If your content is easy to apply, insightful, or frames an idea in a new way, people will save it.
Key actions:
Offer practical, easy-to-apply insights.
Use lists, frameworks, or quotable lines.
Make people want to save it for later.
You can keep throwing out content, hoping it sticks.
Or you can start crafting content that actually gets read, shared, and talked about.
I know what I’d choose.
If this resonated, share it so more people can see it.
And let me know in the comments - which of these strategies have worked (or not worked) for you?