What 20+ Content Audits Revealed: The Biggest Mistake Costing Sales (Part 2)
Welcome back to Part Two of this special mini-series on the How I Do Content Podcast.
Over the past few weeks, I’ve completed more than 20 content audits – and two big mistakes kept popping up again and again.
In Part One, I shared the first major mistake: no urgency. (If you missed it, go back and listen – because creating urgency in your content is one of the most important shifts you can make in Q4.)
In this second part, we’re talking about the other big mistake: a lack of content differentiation.
Because even if your content creates urgency, if it sounds like every other business out there – your audience will scroll straight past.
Why Content Differentiation Matters
The online space is noisier than ever – especially now with AI-generated content everywhere.
Every time you unlock your phone, you’re hit with an avalanche of marketing messages telling you to download a freebie, join a masterclass, or buy something.
When everything looks and sounds the same, it all blends together. And that means your dream clients will keep scrolling without a second thought.
The truth? Your audience has options. They can easily find someone else offering what you do – which is why content differentiation is crucial.
It’s the only way to make them choose you.
You might be thinking, “But Tahryn, I don’t have anything unique about me.” Or, “People don’t care about me – they just want the information.”
That’s a lie. People do care about you. They want to buy from someone they connect with – someone who makes them feel seen and inspired.
Content differentiation is about infusing your voice, stories, values, and quirks into your content so people like you, know you, and trust you enough to buy from you.
Two people can teach the exact same thing, but the one who shares their unique perspective will always stand out.
That’s why your audience chooses you over someone else.
What My Content Audits Revealed
When I reviewed over 20 pieces of client content, here’s what I noticed about the lack of differentiation:
- Posts that could have been written by anyone in the niche – their unique magic was missing.
- Captions that sounded like a copy-and-paste from ChatGPT (and not in a good way).
- Offers positioned the same as everyone else’s – “3-month coaching container,” “Slack support,” “weekly calls.”
- Content that was technically fine, but had no personal voice, quirks, or perspective.
When your content sounds like everyone else’s, your dream clients have no reason to remember you or to choose you.
And that’s when they go and buy from someone else, even if your offer is far superior.
How to Create Content Differentiation
So, how do you actually stand out in a sea of sameness?
Content differentiation doesn’t mean reinventing the wheel – it’s about weaving your edge into your content so people instantly recognise and remember you.
Here are three shifts that will help you create real content differentiation:
1. Lead With Your Perspective, Not Just Knowledge
Educational content is everywhere – but knowledge alone doesn’t stand out.
What cuts through the noise is your perspective: your bold opinions, your way of framing a problem, your “hot take” moment that makes your dream client stop and think, “Ohhh, I’ve never heard it said like that before.”
For example: Everyone says [industry cliché]. Dog’s honest truth? [your contrary belief] — and here’s what to do instead.
Knowledge is common. Perspective is rare. That’s where your content differentiation starts.
2. Show the Personality Behind the Brand
People want to connect with the human behind the brand – the quirks, the stories, and the behind-the-scenes.
Your personality is what turns you from “just another service provider” into someone your audience knows, likes, and trusts.
For example: You’ll always catch me [quirky habit or behind-the-scenes detail]. That’s just how I [your unique process] – and it’s exactly what helps my clients [specific benefit].
Your personality can’t be replicated. It’s your most powerful differentiator.
3. Position Your Offer as the Obvious Choice
Too many people describe their offers in the most vanilla way possible: “3 months of coaching, weekly calls, Slack support.”
No one’s buying hours on Zoom – they’re buying a transformation and the result.
For example: This isn’t ‘a 3-month program.’ It’s [your unique mechanism] so you can [primary outcome] without [common pain].
When you position your offer this way, you’re making it the obvious choice.
Stand Out by Being Yourself
When you combine these three shifts (leading with your perspective, showing your personality, and positioning your offer as the obvious choice) you naturally create content differentiation.
And the best part? You don’t have to be anyone else but your damn self.
If your content isn’t converting right now, start by asking yourself: “Do I actually sound different – or just like every other muggle online?”
Join my FREE Workshop: The Content Playbook That ACTUALLY Works Right Now
I’ll share the exact strategies I use (and teach my clients) to cut through the noise, create demand, and actually sell in Q4.
It’s completely free so let’s get you making sales now.
