Information Doesn’t Sell—Identity Does

You’re sharing tips, posting consistently, and positioning yourself as an expert—so why isn’t your content converting?

If you’ve ever found yourself asking that question, you’re not alone.

The answer? It’s not your algorithm. It’s not your offer. And it’s (probably) not your niche.

It’s your message.

More specifically: it’s the missing layer of you in your message.

Let’s break it down.

The Content Trap Most Experts Fall Into

We’re good at teaching what we know. We share stats, drop how-to tips, and explain our processes.

And while that kind of content can build credibility, it rarely builds connection.

Why? Because facts alone don’t make people feel something. And if your audience doesn’t feel anything, they’re not going to act.

In 2025, information is everywhere. People can Google the tips you’re sharing or find another creator saying the exact same thing. What they can’t find anywhere else? Your energy. Your story. Your voice.

The Core Advantage You Might Be Missing

Here at The Brand Is You Co., we talk a lot about your core advantage. It’s the thing you do in a way that no one else can—and it shows up in your tone, delivery, lived experience, and perspective.

Your core advantage is what takes a standard piece of content and turns it into a magnet.

So yes, give your audience something useful. But don’t stop there.

Infuse it with your truth.

• Share the story behind how you learned it.

• Talk about the mistake you made before you figured it out.

• Say the quiet part out loud that everyone else avoids.

That’s what makes your content stick.

Facts Educate. But Stories? They Activate.

Here’s a quick example:

• Fact: "70% of buyers need to trust a brand before purchasing."

• Story: "I used to write content that sounded great on paper...but it wasn’t until I started sharing the messy truth behind my brand that people actually started responding."

See the difference?

The second one creates resonance. It turns information into emotionally anchored content. And that’s the shift from flat to magnetic.

What To Do Next

Ask yourself:

• Am I only sharing what I know?

• Or am I also sharing who I am?

If you’re stuck in educational mode, it doesn’t mean your content is bad. It just means it might be incomplete.

So this week, here’s your challenge:

1. Take one tip you usually teach.

2. Add a personal story or client moment to bring it to life.

3. Watch what happens when your audience feels something instead of just learning something.

Want Help Making Your Message Magnetic?

We just turned our best brand class into a free 20-minute training: The Magnetic Messaging Framework.

It’ll walk you through:

• The 4-part messaging structure every brand needs

• How to add emotional tone to your content without over-sharing

• The simple shift that makes your content actually land

It also comes with a printable worksheet to help you apply the framework to your own business immediately.

✨ Get instant access here

Because smart isn’t sticky. But real? Real gets remembered—and it gets results.