My 3-Step System for Writing Content That Builds Authority

friend!

Back in 2021, I was coaching freelancers on how to get started.

I had blogs, emails, the whole nine yards.

And when I look back at those articles now...

Big yikes.

They were straight out of a corporate handbook.

I'm talking posts like: "Leverage your core competencies to optimize client acquisition through strategic positioning methodologies."

Who talks like that?

Nobody. That's who (except maybe robots with business degrees).

But there I was... writing content for freelancers (people who literally LEFT corporate) using the exact language they were trying to escape.

The irony was... well, let's just say it was thicker than my morning coffee.

My wife would read my drafts and give me that look.

You know the one, Stephen.

The "honey, this sounds like the employee handbook from actual hell" look.

Here's the thing though...friend

I was a freelancer myself.

Had been since I left my 9-5 in 2017.

So why was I writing like I worked in corporate communications?

Good question.

Because I thought that's what "professional" content looked like.

(Spoiler alert: it's not.)

Then it hit me while I was rewriting a blog post for the millionth time...

Most content creators write to impress. Strategic writers write to connect.

Boom.

I was so focused on sounding "expert-level" that I forgot to sound human.

The people I was trying to help didn't need another corporate drone speaking in MBA-ese.

They needed someone who understood what it was like to leave the safety of a paycheck and... well, wing it.

So I threw out the business jargon.

Started writing like I was talking to a friend who just quit their job and was slightly panicking about it.

The difference?

Night and freaking day.

My engagement went up. People started actually responding to my emails (novel concept, right?).

Freelancers were DMing me saying "Finally, someone who gets it."

friend! here's the system that changed everything:

STEP 1 – Set the Scene

Start with a moment that mirrors your audience's real pain.

Not: "Running a business is challenging."

Try: "7 months ago, I almost quit because I hadn't made a sale in 6 weeks and my wife suggested I should go look for a real job."

This is my life, people.

STEP 2 – Flip the Belief

Share the mindset shift that changed everything for you.

Not: "Then I optimized my client acquisition strategy." (gag me)

Try: "What I realized: most people don't need better tactics. They need clarity on who they're actually helping."

STEP 3 – Tie the Thread

Connect it back to what you teach or offer.

Not: "Here's my comprehensive framework." (yawn)

Try: "That's why I built this system: so people like us can stop playing small and start getting clear on our message."

Write this down...

"Your mess is more relatable than your success."

Stop trying to sound like the corporate world you left.

Your audience doesn't need another expert speaking in MBA-nonsense.

They need someone who gets it.

By for now

Stephen

See ya tomorrow!!!

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