When people talk about “niching down,” they usually mean demographics like age, industry, income bracket, and job title. And sure, stats and data matters. But it’s not the whole story.
Some of the most powerful content isn’t based on business categories. It’s built a feeling we all recognize. These universal connections are where the real action happens. And that’s what makes content stick.
In The Science of Storytelling, Will Storr reminds us that the stories that stick with us are the ones that reflect something we all understand. Its not about facts or a lost of features. Instead it is all about the feelings we’ve all felt.
- Grief.
- Joy.
- Self-doubt.
- Hope.
- The desire to belong.
- The fear of failure.
- The thrill of learning something new.
These aren’t niche emotions. They’re human ones. When you build your content around human emotions, it resonates in a special way.
Why Shared Truths Matter More Than Perfect Targeting
You don’t need to write content for “female coaches between 28–40 in service-based businesses.”
You need to write content that makes someone say, “I thought I was the only one.”
That’s what connection feels like, and it happens when your content gives voice to a feeling that’s hard to articulate.
It helps your content cut through the noise because it’s real. It doesn’t have to be flashy. It just has to be true.
How Do You Write Relatable Content?
Look at the deeper themes behind what you teach or share. Ask yourself:
- What patterns keep showing up for my audience?
- What frustrations does my audience have?
- What emotional cycles do they go through in their business or creative life?
- What stories or confessions make people nod, laugh, or say “same”?
I’m some of you are calling bullsh*t right now. Some of you might make 3d printed toys or craft handmade scarves. Some of you might run a small restaurant. Why would you write a hippy dippy blog post?
I get it. The key is to make connections. Some of the most relatable content lives under the surface “how-to” stuff.
It’s not how to batch content.
It’s the shame of not being consistent—and the relief of knowing you’re not broken.
It’s not how to write product descriptions.
It’s the struggle of showing people how much heart went into it—without sounding like every other shop online.
It’s not how to build a brand.
It’s the identity crisis that comes with trying to stand out without losing yourself.
It’s not how to grow your caseload.
It’s the discomfort of promoting your work while staying grounded in your values.
Finding those connections are where the magic happens.
Try This: Start with “We’ve All Felt…”
If you want to write a more relatable piece of content, start with this prompt:
“We’ve all felt ______.”
Some examples:
- “We’ve all felt like we’re too late to the party.”
- “We’ve all felt like we’re shouting into the void.”
- “We’ve all felt the dread of logging into a blank content calendar.”
Start there. Build your insight around it. That’s how you write content that feels personal and universal.
TL;DR: Speak to the Truths We All Know
You don’t have to be clever to be powerful. You just have to say something true.
When your content is built on shared human experience, it feels familiar, safe, and real—and that’s what earns trust.
Next up in the series:
Why Storytelling Boosts Recall (And How to Make Your Content Stick)
Want help writing posts that strike a chord? The Content Kickstart Kit includes a prompt sheet for writing emotionally resonant content that connects.
