I barely posted on Instagram for two weeks.

I still made money.
I still gained followers.
I still gained email subscribers.

Yet people think Instagram is dead.

Instagram is alive and well, and I'm here to show you how to get similar results.

HEAD UP: I’ll be opening a few spots for my course, “Reels To Clients,” very soon.

​​​👉 Just click here to join the waitlist​​

In this course, I’ll show you how to get 2-4 high-paying monthly clients on Instagram. I think you’ll love it!

The trick is RELEVANCY.

Relevancy means producing content that aligns directly with your target audience's interests, needs, and pains.

There are 4 keys to create RELEVANT content:

1. Understand Your Audience: Research their interests, challenges, and needs.

2. Analyze Analytics: See what gets engagement and create more content like that.

3. Pay attention to your followers' responses: Things like "I felt that," "I never thought of it that way," or long comments indicate that your content cuts deep.

4. The WORDS you use: This, my friend, is the key to the kingdom. And it's the focus of today's lesson.

So keep reading…

I've got a male client who coaches women on how to get fit.

I had a quick coaching call with him yesterday.

He told me he has a bunch of subscribers in his newsletter.

But his emails?

I read them.

And it felt like they were written for ME, a man.

When they should be written for HER, his female clients.

(Side note: why doesn't English have a plural word for "her" that's not they or them?—points awarded to Spanish for being better at gendering words).

Anywho…

He usually turns his emails into social media posts, including captions for his reels.

While his content is well-written, it's not RELEVANT to his audience because, again, it feels like he wrote it for a male audience.

For instance, this is my recollection of one of the introductions of his emails:

===

Let me tell you a quick story...

For the last three years, I’ve wished to join a MMA gym.

MMA is an odd sport that tons of guys participate in where they tumble on a mat, strike each other in the face, and aim to defeat one another.

The thought of boosting my self-defense skills in case of trouble excited me more than anything else.

====

I could imagine myself telling this story to my wife.

Three things would happen:

1. I start telling the story
2. She falls asleep
3. And then she would divorce me right away for boring her.

So, what would I need to do to prevent my wife from dying of boredom?

I’d change the way I storytell.

And it's just about using different words to convey the SAME idea.

So rather than simply stating the facts, I would articulate how I FEEL, explain WHY it's significant to me, and connect it to HER needs.

Here’s how I would rewrite the intro of my client’s email:

===

I recently found myself in new territory.

I joined a martial arts gym.

And it’s not because I liked fighting, but because it felt right.

See, there's something about it that resonates with me.

I realized that learning self-defense meant I could keep my family safe if we ever faced danger.

It's about being there for them…

… protecting them

… ensuring their safety

… standing up for my family

It’s a silent promise to those I hold dear.

===

Now, this is faaaar way from being perfect.

But the lesson here is:

You MUST change how you communicate your ideas to make your target audience feel you’re speaking to their soul—that's how you make your content RELEVANT to them.

Doing the contrary will make your message fall flat.

Hence, NEVER write to target all audiences.

That’s the key to online success.

And it's one of the two reasons why my Instagram account kept growing despite the lack of new content (the first reason is that Instagram keeps showing your old reels to new people, and because my reels are relevant to my audience, IG shows it to people with similar interests).

Now…

How do you write in a way that resonates with your target audience?

Years ago, I wrote a love letter to my wife.

I wanted it to be special.

So I read a few chapters of one of her favorite authors, Julio Cortázar.

Cortázar is an Argentinian writer who is very popular amongst book clubs. He has a peculiar writing style that I hate with all my sould because I don't understand it. But my wife enjoys reading his work.

Hence, I stole his writing style to write the love letter.

When I say stole, I mean I studied his writing style and mirrored it in my own words without copy/pasting anything.

And guess what?

I emailed the letter to my wife.

A few moments later, she FaceTimed me crying tears of joy, saying it was the most precious letter I had ever written for her.

I made it relevant for her.

And despite my hate for Cortázar's writing, I channeled my inner Cortázar to make my wife happy.

Anywho…

I advised my client to borrow a favorite book from his wife, read it, and then attempt to copy the writing style.

And guess what?

– Jose

PS: Need more? Here are three ways I can help you:

Way 1: Hire me to help you set up your content and sales systems. Click here to learn more.

Way 2: Need my team to set up an automated funnel for you? Book a call here.

Way 3: Buy my copywriting guide. Get it here.