Your content isn't bad. It's just not you...

Hey Reader,

A client came to me last month ready to burn LinkedIn to the ground.

40 posts in 3 months.
A £1,600/month ghostwriter.
“Proven frameworks.” Viral hooks.

Every post optimised within an inch of its life.

12 likes. 2 comments. Zero DMs.

Pipeline: flatlining like a heart monitor in a soap opera.

He was exhausted. Humiliated.
Convinced nobody wanted what he was selling.

Here’s the thing...

His content wasn’t bad.
It had been polished until he’d disappeared from it entirely.

His ghostwriter had done exactly what she’d paid for: clean, safe, structured content that wouldn’t offend anyone. And it didn’t. It also didn’t connect with anyone. It just… sat there. More beige than a Farrow & Ball showroom in Chiswick.

(I’m not naming the ghostwriter. But I am judging them silently.)

No edge. No vibe. No him.

It read like LinkedIn had vomited up an algorithm and called it a personal brand.

Quick interruption: I’m holding myself to this too.

I’ve spent years helping founders find their voice while occasionally mumbling my own into a paper bag.

So I’m doing the thing. Three emails a week. My actual perspective. Real voice. No hiding behind “best practices” like they’re a restraining order against personality.

(Yes, this is me announcing my own redemption arc mid-email. No, I don’t have a contingency plan if it goes badly.)

You’ll watch me do it. I’ll invite you to do the same.

Let’s kill invisible content together. Or at least wound it significantly.

Here’s what I’ve learned:

“Everyone sounds the same” isn’t a market insight. It’s a warning.

You don’t need better hooks.
You don’t need to post more.
You need to sound like a person, preferably yourself.

The kind of voice that makes people say:

“I feel like I actually know you.”
“I’d pay just to pick your brain.”
“Finally, someone who doesn’t sound like a LinkedIn fever dream.”

Your voice is the one thing AI can’t replicate.

Which is ironic, given how many people are using AI to sound less like themselves.

Want to stop being invisible?

I broke down the one shift that actually changes this, how to unlock the voice that turns lurkers into leads and scrollers into buyers.

No gimmicks. Just the fix.

[Read it here]

Talk soon.
Or don’t. But stop posting like you’re apologising for existing.

Sarra

PS: Still doing this yourself? The clients who hire me get 10+ hours back weekly. Reply if you want to know how that works.