The Importance of Relatability in Content

What’s one winning formula—be it Reels or static ads? (Not your generic “3-second hook” masterclass post) You’ve probably heard it a hundred times…   "Hook them in the first 3 seconds." "Use curiosity." "Open with a pain point." Cool advice. But here’s what most hook gurus and ad courses never mention: If your audience doesn’t see themselves in your content, nothing else matters. Because here’s the truth: No amount of ChatGPT-generated hooks can save a post that doesn’t feel relatable. That one moment when someone says: “Wait… that’s exactly what I’m going through.” That’s what makes them stop, engage, and click. And how do you build that level of relatability? It’s not luck. It’s not just creativity. It’s RESEARCH + LIVED EXPERIENCE. Here’s the formula I’ve used across clients in 3 continents: ✅ Study your audience’s daily struggles (comments, DMs, forums, even phone calls) ✅ Pair it with your perspective—stories, client conversations, real-life moments ✅ Wrap it into content that feels like it was made for them—not for the algorithm Because when your content makes someone feel understood, everything changes.. That’s the kind of content that doesn’t just get views—it gets results. P.S. If you’re stuck in “hook writing” mode and your content still isn’t landing—maybe it’s time to rethink who you’re writing for, not what words you’re using.

Here's my opinion on what YouTube content is missing, as a professional video editor in the space. Simply put, it's heart. I think people in creative positions often focus too much on how to get viewers to click on a video. This usually involves using buzzwords and throwing money in the title to entice clicks. But what people truly want is a genuine experience. At the end of the day, the prize, reward, or incentive doesn't matter if you don't make the viewer truly care about what they're watching. If the viewer can't sit down and connect with the individuals in the video, they simply won't care about the content overall. However, if your content features characters or individuals that allow people from all walks of life to connect on a very personal level, then you have something incredibly powerful. The cash prize becomes irrelevant to the viewer. What matters is getting to know the people involved and building a narrative around them. People want a hero's story. They want to see sacrifice. We want to see people being selfless in the face of greed. We want to watch individuals who inspire us to be better and who are courageous enough to let go of their own desires to help others. Creating story arcs around people we aspire to be like, and even those we don't, such as villains, is crucial. It's important to make the villain relatable because none of us are perfect, and weaknesses can lead us to act outside of who we believe we are. Organic interaction and raw emotion matter to people. I think creators have become so detached from the everyday person that they can't think like we do. They're stuck in the high life, while we slog through life on the outskirts, just trying to make it. Life is about the journey and the heart to continue that journey. If you can make your content relatable to the average person and give them hope in a very ugly world, that, in my opinion, is far more valuable than a "click my video, cash prize" approach. People just want to experience the journey. If you can bring them along for the ride and make them care about the people, then they'll care about the victory that person experiences in the end. And most importantly, that makes the viewer feel like they've won as well. Make content with your heart and people will fall in love with your content just as you have. #youtube #Content #greed #Creative #storytelling #Heartfelt #CareerAdvice #videoediting #postproduction #Video

In 16+ years of video production, what have I learned? Storytelling that connects = sales. It's that simple. When brands prioritize storytelling in their content, they’re not just creating videos—they’re building moments that resonate and stick. Here’s what separates a forgettable brand video from one that creates impact: - Real Narrative Structure: Think of your favorite movies. They’re not a random collection of scenes; they’re a journey. (hint, hint, it's called The Hero's Journey - look it up.) A brand video that resonates has a clear arc—a beginning that grabs attention, a middle that engages, and an ending that leaves an impression. Even in a 60-second clip, if we can’t take viewers on a journey, we missed the point. - High Production Quality (if it's neccessary) I talked about the use of phone footage vs cinematic footage. Good lighting, clean audio, and crisp visuals set a foundation of professionalism. But production quality alone won’t drive impact. It really doesn't matter if you use a phone or a RED camera. The story is the story. - Authenticity and Emotion When we bring humor, drama, or raw honesty into a story (think undercover rabbis going Mission Impossible style for JLI), it becomes more than a video. It’s a shared experience that audiences relate to on a personal level. And in my experience, relatability beats a generic pitch any day. - Strategic Value The most famous question for video marketers is, “How will this video help my business?” The answer? A video grounded in storytelling does more than market—it sticks in people's memories. Big brands get this, and it’s why they don’t hesitate to invest in a hundreds of thousands of dollars in video. They understand that every dollar spent on storytelling is an investment in how people perceive and remember them. For smaller brands, the leap can feel risky. But the real risk lies in not standing out. A single, well-crafted video can put a business on the map in a way that no amount of static content can. Don’t settle for a video that merely talks about your product. Aim for something that brings your brand to life—something that makes people stop, watch, and feel. That’s the power of storytelling done right. Ready to invest in a story that truly represents who your business is? Let’s connect and explore what’s possible.

The number one reason people say they connect with me is because my content "feels authentic." Not to toot my own horn (toot toot), but that's a really hard thing to do. Why? Because being authentic means being honest. And being honest feels vulnerable. And being vulnerable feels scary. But that's only because there's an assumption that being vulnerable means exposing yourself and your failures or weaknesses in a way that will make you look bad. But, when done right, it doesn't make you look bad—it makes you relatable. And being relatable builds trust. And trust is one of the hardest things to gain when you're selling your services or your stuff by capturing attention. My content feels more authentic because I share value through my lived experiences—not just the stuff I know. You could get the same stuff that I know from literally hundreds (or thousands?) of other content strategists or storytelling experts on this platform alone. If you want to come across as authentic (and therefore trustworthy), a valuable skill you might want to learn is how to communicate through storytelling. But not just any stories—stories that are honest, vulnerable, and relatable. In the 10+ years I've been helping small businesses build audiences, I've learned that sharing content focused only on what you know or what you offer won't help you build trust. And it certainly won't help you stand out in a sea of sameness and competition. Sharing stories—honest, well-crafted stories—will. It's hard. But, as I tell my kids, you can do hard things.

How to Create Better LinkedIn Content That Engages Your Audience Transcend simple likes and comments and create real conversations. This builds relationships, trust and creates paying clients, partners, and supporters. True engagement ultimately drives business results. My recent content strategy overhaul centered on three key pillars: ★ Relatability ★ Problem-solving ★ Collaborative spotlighting First, authenticity is paramount. To connect on a deeper level, inject human elements into your posts. 1️⃣ Share personal anecdotes that reveal your personality and values, demonstrating vulnerability and building rapport. 💁🏻♂️ For example, openly discussing my role as a single father working in IT helps build trust and creates a relatable image. This transparency fosters genuine connection, moving beyond superficial engagement. 2️⃣ Second, focus on addressing the pain points of your target audience. - Instead of solely promoting your services, offer valuable insights and solutions. - Create content that provides actionable tips, addresses common challenges, or offers informative explanations. - By positioning yourself as a resource who understands and addresses their concerns, you build credibility and establish yourself as an authority. - This type of problem-solving content attracts organic engagement and positions you as a helpful resource. 3️⃣ Finally, leverage the power of collaboration. - Actively engage with and highlight other professionals in your field. This could involve sharing insightful articles, featuring colleagues' work, or offering congratulations on achievements. - Giving credit where credit is due not only strengthens professional relationships but also demonstrates your commitment to community building. 🤜🏻💥🤛🏾 This approach enhances visibility, builds mutual respect, and builds a powerful network. In summary, my approach focuses on humanizing my brand through relatable storytelling, addressing audience needs through problem-solving content, and expanding reach through strategic collaborations. Remember, consistent application of these three pillars—relatability, problem-solving, and collaborative spotlighting—can significantly increase the quality and effectiveness of your LinkedIn presence. I'm happy to discuss this further; feel free to connect! #linkedinexpert #socialselling #linkedintips

I had to take a hard look in the mirror. My content wasn't resonating because I wasn't communicating well enough. I’ve written content I knew was solid—helpful tips, expert insights, things I thought my audience needed to hear. And what did I get? Crickets. Meanwhile, a quick post about something personal or relatable? Boom—likes, comments, DMs. All because it felt REAL. That’s when I realized the difference between content that gets ignored and content that connects - Relatability. Good marketing isn’t about giving people information, it’s about reflecting it back to them. ❌ “5 Ways to Increase Revenue” ✅ “Depleted your savings and wondering how to keep your business afloat? Here are 5 moves that helped me make rent.” ❌ “Why Storytelling Matters in Marketing” ✅ “Your IG post with 12 hashtags got 2 likes. Here’s how to write something that makes people actually care.” If your audience can’t see themselves in your message, they’re not engaging. In my latest blog, I share: ▪️ Why mirroring your audience is the golden rule of marketing ▪️ How to turn generic content into “that’s SO me” moments ▪️ 3 practical ways to write copy that connects (with examples) Read it here: https://lnkd.in/egKdP_wD If you’ve been stuck in a marketing rut, this might help you shift the way you think about what to say—and how to say it. Let me know if it resonates. Or don’t. I’ll just be over here refreshing my post analytics like the rest of us 😂 #smallbusinessmarketing #marketingtips #relatablecontent #emailmarketing #contentstrategy #marketing #marketingstratetgy