Post by Kenny Jain

I had a call with a wellness coach last week who said something that stopped me. I'd just finished walking her through her LinkedIn strategy. Positioning. Content pillars. Outreach sequence. The whole thing. She was quiet for a second. Then, "Kenny, I'm going to be honest with you. I've done all of this before. Different consultant. Different framework. Same result." Fair point. I asked her one question. "Was any of it written specifically for the exact type of HR director you're trying to reach? Like, did it use their language, reference their sector, describe their exact problem? She thought about it. "No. It was generic. It could have been for any wellness coach." That was it. Generic strategy applied to a specific problem never works. I'm not selling strategy. I'm selling the translation of your specific expertise into the specific language of your specific buyer. That's the difference. And it's the thing that makes it work this time.