The lie you’ve been told about content creation…

You’ve been lied to: Content won’t magically shower you with leads.

Not even if you sacrifice your morning coffee to the LinkedIn algorithm gods.

Sure, you might snag a few leads. But it will be very unpredictable and not in your control.

Content isn’t the lead flow faucet we’ve all been looking for that you can turn up or down on demand.

Wait, why am I creating content to tell you this?

Because content still matters. Just not in the way most people think.

When I first started posting over 3 years ago, I thought my DMs would be bursting at the seams with messages like:

“Take my money!”

“Where have you been all my life?!”

“Can I name my firstborn after you?”

If you’ve tried it, you know it doesn’t work like that.

I wish it did. But it doesn’t.

Even some of my clients with audiences bigger than a stadium crowd (we’re talking 300k+) still get just a fraction of their revenue from inbound leads.

So… why do I still bother with content?

Because content isn’t the hero - it’s the sidekick.

It doesn’t bring the leads, but it supports everything else:

- reply rates

- booking calls

- conversion rates

- LTV

When you message a potential client, what’s the first thing they do?

Stalk your profile.

If your content speaks their language, guess what? They’re more likely to reply.

When they hop on a call with you, they’re already half-sold. They trust you. They believe you’re the one with the magic wand to solve their problems.

You can charge more, close faster, and stick in their minds longer - even if they don’t convert right away.

See what I’m saying? Content is your silent, behind-the-scenes hype squad.

But if you’re doing it expecting leads to rain down like confetti, you’re gonna end up bitter and burned out.

Just like me 3 years ago.

Instead, I learned this:

Content is a support system, not the whole strategy.

You also don’t need to post every day.

2-3 times per week is plenty for it to have an impact and support your business. The key is sustainability.

I see too many founders sprinting out of the gate, churning out posts every day, only to burn out faster than a cheap candle.

Don’t do that.

Instead, create content for your dream clients—not because you expect a flood of leads, but because it makes every other part of your business work better.

Content isn’t a magic wand. But when you use it right, it’s like rocket fuel for your existing systems.

So, pace yourself. Stay consistent. And let your content do what it does best—support, amplify, and keep you top of mind.

See you all next Thursday 👋

PS. Whenever you're ready... Here are three ways I can help you become more replaceable:

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