Your Content Strategy Might Be Missing the Most Important Voice in the Room(Hint: It’s not yours.)

I see it all the time:

A founder decides to take the DIY route on social.

They’ve got the Canva templates, the product shots, a few saved sounds on TikTok.

They’re posting consistently. Maybe even repurposing content from that pitch deck.

And still… nothing’s landing.

No real engagement.

No comments that show your message is resonating.

No spark that turns a scroller into a follower, let alone a customer.

And here’s the truth no one tells you:

The issue isn’t your aesthetic. It’s not your captions.

If you’ve ever felt like your content sounds right but doesn’t connect, there’s probably one thing missing: 👉 The actual voice of your customer

Not your brand voice.

Not your persona deck from 2021.

I mean the actual words your audience is using—right now—in DMs, in reviews, in comment sections, in real life.

As a strategist, I’ve worked with enough founders to know this:

The moment you stop guessing and start listening, everything changes.

Because content that converts doesn’t come from sitting in a silo.

It comes from echoing what your audience is already feeling.

Let me show you what that sounds like:

Your brand might say:

➡️ “Supports hydration”

➡️ “Promotes microbiome health”

➡️ “Formulated with clinically-backed adaptogens”

Your audience is saying:

👀 “I keep forgetting to drink water during the day.”

👀 “My stomach’s been off all week and I don’t know why.”

👀 “This actually helps me feel more like me.”

See the difference?

One sounds like a pitch.

The other sounds like relief.

So how do we actually build strategy around that?

When I work with clients, we start by building what I call a Voice Bank.

It’s a living doc of customer language pulled straight from:

📩 DMs

✍️ Comments

💌 Support emails

🤝 Product reviews

☎️ Sales calls

🧵 Reddit threads

📱 Screenshots from the group chat (yep, even those)

We tag that language by emotion or use case.

Are they looking for relief? Convenience? Validation? Identity?

This gives us the why behind their words and content that speaks to that why will always land stronger.

We map content directly to those insights.

If your customers keep saying, “I was scared to try this because everything upsets my stomach,”

…we don’t post “gentle formula.”

We tell a story about trusting your gut again.

Here’s why this works.

When people read content that sounds like them, something shifts.

They feel seen.

They trust you faster.

They stay longer.

They share it.

They convert.

That’s the magic of mirroring, not manipulating.

Just reflecting their language back to them in a way that feels real.

DIY content is a great starting point.

But if you’re tired of content that looks fine but doesn’t land—this is why.

Strategy isn’t just about what to post.

It’s about how to listen and then how to translate that listening into content that connects.

And if you’re ready to move beyond “posting to stay visible” and start building real brand resonance with the help of a strategist? 📩 DM me. Let’s make your content sound like it was made for your people—because it was.