Why your content isn’t connecting (and how to fix it)

You’re putting out content, sharing what you know, and genuinely trying to add value - yet it’s hitting the floor with a dull thud.

You’re staring at your LinkedIn feed, thinking, “Why is no one biting?” Maybe you’re getting a couple of sympathy likes here and there, but no comments, no meaningful conversations, no leads.

Then that nagging voice creeps in - Is it me? Is my content just not good enough? What am I missing?

Spoiler: It’s not you, and it’s not your content quality either. The problem is that people can’t see themselves in what you’re sharing. You’re putting out good information, but there’s zero connection.

That’s where relatability steps in.

What does “relatable” even mean?

Relatability isn’t just rattling off what you know - it’s making people feel like you’re speaking directly to them. It’s creating that lightbulb moment where your reader says, “This guy gets me.” It’s the difference between “Here’s what you should do” and “Here’s what I went through, and here’s how I got through it.”

When you’re relatable, your audience doesn’t just consume your advice - they experience it. They see themselves in your story. That’s when your content transforms from just information to something real, something actionable.

What happens when your content isn’t relatable?

If your content lacks relatability, you’re like a singer belting out a tune to an empty room. You’re giving a performance, but no one’s listening.

Here’s what happens when your content doesn’t connect:

• You blend in with the crowd: Your advice might be spot-on, but it’ll come across as bland if your audience can’t relate. They’ll think, “Yeah, sounds great, but this isn’t for me.”

• You get lost in the noise: Without relatability, you’re just another voice in a sea of thousands shouting the same advice. Your content becomes background noise.

• People tune out: You’ll get a few polite likes, and maybe a “Nice post!” here and there, but no real engagement. No one’s leaning in to say, “Tell me more.”

The power of relatability

When your content is relatable, three things happen:

1. You build trust: People trust those who understand their world. When you’re relatable, your audience thinks, “This person gets me.” That’s what keeps them coming back.

2. You spark conversations: Your content isn’t just a broadcast - it’s a conversation starter. People engage, share, and comment because they see themselves in what you’re sharing.

3. You inspire action: When your audience sees themselves in your story, they’re more likely to think, “If they can do it, so can I.” That’s when your advice turns from “nice to know” to “I need to do this.”

How to make your content more relatable (without being boring)

If you want your content to resonate, you’ve got to make your audience feel like you’re speaking directly to them. Here’s how:

1. Share real stories.

It’s tempting to share just the polished version of your journey - the wins and successes. But people want the real story - the messy bits that came before the success.

Example: Instead of saying, “I doubled my revenue last year,” try, “I spent months battling self-doubt, wondering if I’d ever break through. I almost quit twice. But here’s what changed.”

Now you’re not just showing the end result, you’re sharing the struggle. Your audience can see themselves in that journey.

2. Talk to one person.

Don’t write for the crowd. Imagine you’re speaking to your ideal client over a cup of coffee. Use “you” and “I” to keep it personal.

Example: Instead of saying, “Business owners often struggle with burnout,” say, “You know that feeling when you’re staring at your to-do list and it’s just endless? When you’re so busy you barely have time to breathe?”

Now you’re speaking directly to their experience, making them feel like you’re in the trenches with them.

3. Call out their frustrations.

Identify the specific pain points your audience is dealing with. Address the struggles before offering a solution - it shows you actually get them.

Example: “I know what it’s like to feel invisible on LinkedIn. You’re showing up every day, posting your best stuff… and it’s like no one even notices. I’ve been there, and it’s brutal.”

Now they’re nodding along because you’re describing exactly what they’re feeling.

4. Use simple analogies and visual comparisons.

Simplify complex ideas using metaphors or analogies. It helps people visualise what you’re saying in their own lives.

Example: “Creating content without thinking about who you’re talking to is like throwing darts in the dark - you’re aiming, but you don’t know what you’re hitting.”

5. Be vulnerable.

It’s okay to admit you don’t have it all figured out. People connect more with honesty and authenticity, not perfection.

Example: “I used to be terrified of posting on LinkedIn. I’d type out a post, stare at it, then delete it. The fear of judgement was real. But one day, I just hit ‘post’ - and I realised people actually want to hear what you’re afraid to share.”

Relatability isn’t about being perfect. It’s about being real. When you share the struggles, the failures, and even the doubts, people see themselves in your words.

And when they see themselves, they stop scrolling. They start reading. They engage. They remember.

Next time you’re about to post, don’t just share what you know. Share a moment they can see themselves in.

Because when people see their own story in your words, that’s when your content really starts to matter.

That’s when people start listening.