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You ever build something that you know is good—
like actually valuable, well-designed, beautiful even—
and then no one touches it?
No one opens the post.
No one consumes the content.
No one shows up for the thing you poured yourself into.
And suddenly, you’re spiraling:
"Is it me? Are people sick of this stuff? Maybe I should do a challenge? Maybe I just need a better engagement strategy…”
Here’s the truth, Reader:
If they’re not using it, they probably don’t know what the fuck they’re supposed to do with it.
Not because they’re lazy.
Not because they’re low-value.
Because they’re human.
And humans operate on the most fundamental focus of "what's in it for me?"
Humans hesitate.
Humans get distracted.
Humans lose focus on their goals.
Humans forget why they came and don't have the energy to figure it out for themselves.
And most memberships, let’s be REAL honest, leave people to figure it out alone.
We build brilliant content libraries and then expect our members to just get it -
"THERE'S SO MUCH VALUE AND INSIGHT HERE!"
Content without context is noise.
And noise gets ignored.
And too much noise = overwhelm and a blistering attrition rate.
So if your people aren’t consuming content?
Stop thinking about how to “optimize content engagement.”
Don’t build more stuff hoping they’ll magically engage.
Build a system that shows them where to go.
Otherwise? You’ll lose great people to confusion.
Start thinking about how to GUIDE them.
They need:
- to commit to the journey
- to know where they are in the journey
- to know why this thing you gave them matters right now
- to know what to do next
And they need all of that without having to go on a scavenger hunt for answers.
If your offer is one-to-many, scalable, or community-powered in any way…
there's just no getting around this.
You either build for real human behavior,
or you get ghosted by people who would have loved what you made—
if they understood why it mattered.
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If you’ve built something that deserves better results, you know where to find me.
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