Are you posting because it’s Tuesday?

Because the algorithm says so?

Because you saw 4 other coaches post their “Ultimate Guide to Self-Care,” and you don’t want to be left out?

Because you’re desperate to stay visible, because that’s what you need, right?

Stop it.

Right now.

That’s half-ass content.

This article isn’t about posting more content. 

It’s about posting better content.

Full-ass content.

The kind that lets you make a dent in the Universe.

What is Full-Ass Content?

Full-ass content takes a stand.

Full-ass content has an opinion.

Full-ass content isn’t afraid to tell people what it believes. 

Full-ass content has a job to do… and it does its damn job.

It’s built on strategy, not spray-and-pray wishful thinking.

It’s intentional and outcome-driven.

If you’re in “What do I want to post about today?” territory, you’re in Half-Assville. 

When you move into “What do I want this article to do in my business,” you’ve left half-ass territory, and there’s no turning back.

Ask yourself this: If your content disappeared tomorrow, what would break?

What wouldn’t work?

Who wouldn’t be helped?

Would anyone even notice?

When you post full-ass content, things would break.

They wouldn’t work. 

Nobody would be helped.

And everyone would notice.

Half-ass content? 

Nobody would bat an eye.

What Job Does Full-Ass Content Do?

Full-Ass content does one of five jobs:

1. Attract
2. Engage
3. Position
4. Filter
5. Convert

If your content isn’t doing one of those things, it’s half-ass noise.

Let’s get into some nitty with a side of gritty.

Attract

Content that attracts is what stops people scrolling.

It shows up in search results.

It’s a little bold, a little disruptive, but it also does its damn job of bringing people into your ecosystem, so they can learn more about what you do and how you can help them solve a problem they’re having.

Full-ass attraction content interrupts a pattern.

Imagine: you’re scrolling along, and you see an article that starts with, “Stop posting consistently. It’s messing you up.” 

You need to know more.

Immediately.

Because all the gurus say you have to post consistently. 

So who the hell is this person, and what the fuck are they talking about?

Full-ass attraction content talks to a specific person.

Imagine: you’re wandering through Facebook, and you see a post that says, “You’ve rewritten that post three times, and it’s still not getting the job done.” 

Immediately, you feel called out.

Because that’s exactly what you’ve been doing for the last four days.

So who the hell is this person, and how the fuck are they reading your mind right now?

Full-ass attraction content taps the thing underneath the thing.

Imagine: you’re scrolling along, and you see a post that says, “Your problem isn’t that you don’t know what to write about. Your problem is that you’re afraid of writing about anything at all.”

Immediately, you feel completely seen.

Because that just hit the bullseye deep down in your gut.

So who the hell is this person, and how the fuck do they know your deep, dark fears?

Good attraction content doesn’t answer questions. It makes you ask better ones.

Engage

Now that you have your readers’ attention, you have to keep it.

Full-ass engagement content keeps readers engaged, learning, responding, and investing.

It doesn’t just get likes. It gets brains and fingers involved. 

And the more involved your readers are, the faster they become your fans. 

They start trusting you more easily.

And they move from circling to buying faster.

Yeah. 

That’s the point.

Full-ass engagement content asks better questions.

You don’t really care if people agree with you.

And you’re never going to get decent responses (if you even get any at all) to “What do you think?”

Instead, you’ll ask, “Where are you overcomplicating this process that’s keeping you stuck?”

Or, “What’s one step in your standard operating procedures that isn’t pulling its weight?”

Full-ass engagement content gets personal.

Not by saying their name.

But by describing their behavior so precisely that they think you’ve got a nanny cam on them, or that your psychic friends are networking.

You’re not saying, “Entrepreneurs struggle with consistency in social media posting.”

You’re saying, “You opened Instagram, fully intending to post. But you stared at it for 7 minutes, got overwhelmed, closed the app, and went for your emergency stash of chocolate instead.”

People don’t engage because they recognize your name.

They engage because they recognize themselves in your work.

Position

Full-ass positioning content answers one crucial question: Why you?

Why should the person reading your content choose to work with you instead of somebody else?

Why should they entrust their hard-earned money to your program to help them make their own dent in the Universe?

First, full-ass positioning content takes a stand.

You have an opinion, and you’re sharing the fuck out of it. 

You stand behind it.

You defend it. 

That lets people know who you are. 

That lets them like you.

That lets them trust you.

That lets them stop questioning you and start listening.

Second, full-ass positioning content frames things your way, instead of parroting every other coach in your niche.

Instead of saying, “You don’t have a ‘visibility problem.’”

You’d say, “You have a ‘people see you, but they don’t remember you five minutes later’ problem.”

Third, full-ass positioning content challenges default advice.

You wouldn’t be caught dead telling someone, “Your problem is that you aren’t posting consistently.”

Instead, you’d tell them, “Your problem is that you don’t have a clear point of view when you post.”

Fourth, full-ass positioning content makes your work tangible.

You’d never say something so vague and vacuous as “I help you step into your power.”

Instead, you’d say, “I build content that pre-sells the reader on your services before they get on a call with you.”

Full-ass positioning content is how your readers know it’s you talking.

Filter

Full-ass filtering content is where you draw your line in the sand, saying, “These are the people I want to work with, and those are the people I don’t.” 

When I was running a franchised pizza restaurant, I loved serving families. 

I’ll never forget the hugs from little kids, or the one who excitedly yelled, “Mom! The pizza guy’s a girl!” 

And I hated working with customers who tried to scam us. 

I had to fire more than a few of them. 

(Yes, I fired my customers. They didn’t deserve my pizzas, and my drivers didn’t deserve their attitudes.)

Full-ass filtering content spells out explicitly who you are not looking for. 

I don’t serve people who want hacks to write more content fast without considering what they want their content to do or why they’re creating it in the first place.

I don’t even let my done-for-you (DFY) clients get away with expecting me to do all the thinking for them. 

This is their business, not mine. 

They need to show up for it.

Full-ass filtering content also clearly sets out the rules of the road and challenges the wrong mindset. 

In my Facebook group, we have a rule of no posting and ghosting. 

You don’t get to drop off a link to your article, ask for feedback, then never engage with the people who offer it. 

And if you have the mindset that more content is the answer to all your problems?

Yeah, we’re not going to work well together. 

In fact, I probably only want you to post a fraction of what you think you need.

And if you want to stay safe and comfortable?

This is not the place for you.

Bottom line, full-ass filtering content says, “I’m not for everyone, and that’s the whole point.”

Convert

Full-ass conversion content is where the rubber meets the road. 

It’s where you draw a straight line from “This is your problem. Here is the solution. Hire me to implement the solution, to eliminate your problem.”

That’s it.

Blatant.

Obvious.

No gymnastics or interpretive dance necessary.

Full-ass conversion content reflects readiness to your readers.

You don’t chase.

You identify.

“This is for you if…”

“If you’re done guessing…”

“If you know something needs to change…”

They decide if it’s them or not. 

Full-ass conversion content does NOT try to overcome every objection.

It doesn’t chase down skeptics, pin them down, and pour the Kool-Aid down their throats.

It doesn’t beg people who aren’t convinced just to give it a shot, please, it’s worth it, I promise.

It speaks to those who are already almost ready, offering them a way in. 

Filtering did the heavy lifting of bringing in only your ideal clients. 

Conversion just opens the door.

Full-ass conversion content gives a clear, simple next step.

Book the call.

Apply now.

Start here.

One simple action.

One focused direction.

If they don’t know what the next step is, they can’t take it.

What Full-Ass Content Looks Like

I want to make sure this is blatantly obvious.

First, let’s talk half-ass content. 

Half-ass content is:

• Bland
• Surface-level
• Cookie-cutter perfect
• Forgettable
• So obvious, it could have been written by anyone

Full-ass content is:

• Specific
• Opinionated
• In your face
• Definite in its worldview
• Clearly written by an actual human
• Memorable

Half-ass content: Posting consistent content is the key to your success.

Full-ass content: Consistency isn’t your problem. You’re very consistently saying nothing new.

What Changes When You Create Full-Ass Content

When you make the shift from half-ass to full-ass content, you notice differences in your business.

You stop guessing about what to post.

You stop trying to figure out the algorithm.

You stop caring about trends.

Your readers recognize your voice.

They warm up faster.

They come to calls already pre-sold.

You’ll spend less time trying to convince people to buy from you.

You’ll spend more time confirming that they’re in the right place, at the right time, with the right person to help them.

You’ll find it easier and easier to sell them, because they’ve already sold themselves on your content.

You’ll hear from them that “I’ve been reading your stuff. It’s exactly what I need.”

What You’ll Have to Let Go

You have to let posting just to post go.

You have to let trying to please everyone go.

You have to let playing it safe go.

You have to let algorithm obsession go.

It’s going to be uncomfortable for a while.

It requires conviction.

Clarity.

And a willingness to be truly seen for your authentic self.

If nobody out there disagrees with what you’re posting, you’re probably not saying anything worth reading.

And I know that sounds harsh.

But you need to hear it. 

Because most people won’t tell you the hard truth about your content.

They’ll tell you to keep going.

To stay consistent.

To trust the magical pixie dust that’s going to make people engage with you if you just stick with it a little while longer.

I won’t.

Raise Your Standards

Your content needs to do its damn job.

Because content without a job is just noise.

You don’t need to put more effort into it. 

You need better, more focused intentions for it.

Stop posting to stay visible.

Start posting to stay remembered.

What’s your content actually doing right now?
If you want to make sure your content is doing its damn job, sign up for a Strategic Content Leverage Report today. You give me one piece of long-form content, like a blog post, podcast episode, or video, and I’ll give you a report on five things you’ve done well, five things you can do to improve, and 10 ways to repurpose that single piece of content.