How to Write Content That Connects Emotionally & Positions You as an Authority

(Spoiler: It’s not about adding more tips.)

Ever poured your heart (and half your Monday) into a post, hit publish, and… crickets?
Not even a pity like from your old coworker? Brutal.

It’s tempting to think the solution is more strategy — more reels, more carousels, more how-to content — but here’s the truth:

If your content isn’t hitting, it’s not because you need more tips.

It’s because it needs more connection.

People don’t just buy coaching. They buy you. Your perspective. Your energy. Your ability to make them feel seen and understood — before they ever book a call. That emotional connection is what builds trust. 

And trust? That’s your ticket to authority.

So if your content’s been feeling more “meh” than magnetic, the answer isn’t to shout louder — it’s to shift your messaging’s perspective.

Let’s talk about three simple yet powerful ways to reframe your content so it connects emotionally and positions you as the go-to guide.

1. Zoom in on the problem — but through their eyes, not yours

You know their problem. You’ve probably got it written in your notes app 17 different ways. But when you talk about it in your language (the coach-y, bird’s-eye-view version), you lose people.

Instead, speak from their lived experience.

Not: “You’re stuck in a scarcity mindset.”

Try: “You’ve read every money mindset book, but you still flinch when someone asks your rates.”

Not: “You need to regulate your nervous system.”

Try: “Are you doing breathwork in the bathroom before every client call, hoping no one can tell?”

This kind of emotional specificity builds instant recognition: “Whoa, they get me.”

And when someone feels like you get them, they start to believe you can help them, too.

2. Don’t just say what you do — show what it gets them

Coaches and service providers often fall into the “here’s my offer” trap:

“I help women create healthy habits.”

Cool! But… why does that matter? What do those healthy habits unlock?

Confidence at work? More energy for her kids? Actually enjoying a beach vacation without spiraling about snacks?

Take it one step further and paint that picture.

Try: “I help women create sustainable routines so they can stop starting over every Monday and finally feel good — without giving up chips and guac.”

This kind of messaging doesn’t just inform — it inspires.

It helps your audience see the future version of themselves you’re helping them step into.

3. Make your clients the hero (and yourself the guide)

It’s tempting to write content that proves you’re qualified. And listen — your certifications, your years of experience, your signature frameworks? They do matter.

But what really builds authority?

Talking about your clients’ wins, not your own.

When you spotlight transformation, it does two things:

It shows you know what you’re doing.

It helps your audience see themselves in your success stories.

Tell stories that focus on your client’s before-and-after — how they felt, what changed, what surprised them. 

Make it clear that they did the brave work — you just helped guide them through it.

That’s what positions you as the coach or online service who gets results (without sounding like a walking testimonial page).

Connection = Authority

If your content isn’t getting traction, it’s not a sign to pivot your niche or double your posting schedule. It’s a sign to get closer — to your audience’s world, their words, and their emotional experience.

When you shift your perspective and reframe your messaging around them, your content stops sounding like a sales pitch…

and starts feeling like a lifeline.

Need help making that shift in your website, emails, or posts? That’s exactly what I do — helping coaches and online businesses write clear, connected messaging that feels like you and converts like crazy.

Get in touch to see what working together looks like!