Your content is showing up. But your customers aren’t.
You’re posting. You’re emailing. You’re grinding out content like it’s your side hustle.
And yet… crickets.
No clicks. No calls. No “Hey, I saw your post!” Slack messages.
Just silence and a sinking feeling that maybe—just maybe—you’re missing the mark.
Let’s be blunt: If your content isn’t hyper-targeted, it’s just noise.
Here’s how to fix it.
Step 1: Stop Writing for “Everyone”
If your message could apply to 100 different prospects, it’ll land with none.
Top sales pros write like snipers, not shotgunners.
Try these 3 sniper strategies:
1. Build Micro Personas
Don’t settle for “VP of Sales.” Drill down:
→ Mid-market SaaS VP who’s scaling a team of underperformers and hates fluff.
The more specific the persona, the sharper the content.
2. Audit Your Last 5 Posts
Ask: Who exactly was this for?
If you can’t name a specific person (or buyer type), it’s too broad. Rewrite it with one persona in mind.
3. Use the “Only They Would Say This” Test
Write lines only your ideal customer would nod to.
If everyone agrees, it’s forgettable. If only they agree, it’s magnetic.
“When you speak to everyone, you speak to no one.” – Meredith Hill
Step 2: Identify Their Internal Pain First
Forget features. Forget buzzwords.
Your audience wants to know you get them. That means tapping into real internal drivers: fear of falling behind, burnout, micromanagement, missed commissions.
3 ways to dig deeper than surface-level pain:
1. Listen to the Language
Sales calls. LinkedIn comments. Post replies.
What exact words do your customers use to describe their frustration? Mirror it back—word for word.
2. Use the "5 Whys" Technique
Ask: Why aren’t they hitting quota?
→ Because reps are underperforming.
→ Why? Poor messaging.
→ Why? No clarity on the buyer.
→ Why? No profiling strategy.
→ BOOM: Now we’ve got the root issue.
3. Map Pain to Impact
Show them how that pain creates downstream chaos: missed targets, team churn, lost bonuses.
Internal pain only matters when it has a real-world consequence.
“People don’t buy products. They buy better versions of themselves.” – Donald Miller
⭐Related: The Story-Driven Sales Pitch Formula
Step 3: Build a Message That Feels Made for Them
Now you’ve got the pain. Time to flip it into a message that stops the scroll and makes them say,
“Whoa. That’s me.”
Here’s how to make that happen:
1. Use Power Words, Not Platitudes
Trade “innovative” for “finally.”
Trade “solutions” for “results.”
Use words that punch. Avoid anything that sounds like your competitors.
2. Write the Email They’re Already Thinking
Your subject line should read like the voice in their head:
→ “We’re posting every day. Still no leads.”
→ “No one’s reading our stuff.”
→ “We don’t know what to say anymore.”
3. Steal From Your Top Performers
Your best sales reps already know what messaging closes.
Ask: What gets the fastest YES in your first call?
Reverse-engineer that into content.
TL;DR: Specificity Wins. Vague Dies.
➡️Generic content is dead.
➡️If you want attention, you need precision.
➡️If you want conversion, you need connection.
And if you want both?
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Join the ENERGY Webinar
Get the full strategy to build hyper-targeted messaging that hooks your audience—before they even know what hit ‘em.
🗓️ May 14 @ 12PM ET
🎤 Hosted by Jack “Bullseye” Kaufman
🔥 Social Media Profiling: The Blueprint for Creating Content That Connects Instantly