Sunday, 9:13 pm. Daniel’s sitting at his kitchen table writing an article to publish on LinkedIn.
His article’s about faulty wiring panels, and how employees can spot issues before they happen.
Monday morning Daniel posts his article, anticipating phone calls this week from it.
He checks his stats Friday afternoon, disappointed he got almost no reach: 2 reactions, from his friends and family… and only 1 article view.
Scrolling his LinkedIn feed, he sees 4 articles over the past week from other electrical firms just like his in South Wales.
All 4 articles are almost exactly the same as Daniel’s.
Daniel spots a sentence that looks almost identical to one he wrote; he even checks his article to see if they really are the same.
Daniel’s the founder of a 24-person electrical engineering firm in Bridgend. His firm designs and builds control panels, and wires production lines for food and packaging factories across South Wales.
He’s been in business for 7 years, after spending 9 years in a cemetery working as a maintenance engineer.
Daniel did what every piece of marketing advice he’s ever studied told him to do: “Share what you know, show your expertise, and post often.”
Daniel knows more about faults on food production lines than most engineers in Wales; his article proves as much to anyone who reads it all the way through.
But maintenance managers scrolling LinkedIn at 7 in the morning don’t read 5 different articles about control panels to the end.
They see 5 articles saying the same thing, from 5 electrical firms that all sound the same… and they scroll past all 5.
Daniel’s article came from a real job he worked; the other 4 articles may have come out of an AI writing tool that searched the internet in a few seconds.
16 years on the job gets Daniel the same 2 seconds as every other article in that feed.
Being right doesn’t win work when no one can tell who’s right anymore.
Daniel’s biggest customer was a packaging plant who’ve now relocated their production lines to the Midlands.
The packaging plant made up 41% of Daniel’s turnover last year; Daniel needs to find new customers… urgently.
After 14 months of posting every week on LinkedIn, not a single enquiry.
On Saturday morning, Daniel scrolls LinkedIn trying to figure out what he’s doing wrong.
While scrolling, Daniel sees over half the posts in his feed read like the output of an AI writing tool, with
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the same question in the opening line,
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the same patterns throughout,
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and the same closing line about avoiding downtime.
An AI writing tool can churn out articles about contactors in seconds, for next to nothing. 100s of articles (and growing) every week.
The easy assumptions are that LinkedIn’s algorithm hates Daniel. Or that his “low engagement” is because Daniel’s not posting enough.
Both assumptions are wrong, and both lead Daniel to the wrong fix, which is posting more… of the same.
Maintenance managers see masses of articles that look AI generated (and only a few real articles every couple 100 posts).
After a year of reading the same AI-generated articles, maintenance managers stop reading articles from electrical firms altogether.
Their thumbs automatically scroll past your article because their brain assumes it’s the same generic slop they see time and time again.
Every week, AI-generated articles get cheaper to make and quicker to publish, filling the feed faster than you can write.
Daniel can find a fault on a production line that most engineers would miss, but he can’t make his articles stand out for a prospect who has stopped looking.
Daniel doesn’t know what to write on the first line to make a maintenance manager stop scrolling, and he won’t find it by writing more articles.
More articles only make the noise louder.
Your Competitive Edge Blueprint™ starts where every article is meant to start, with the exact person you’re writing for.
The research identifies
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who your prospects are, from curated data in your sector,
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what your prospects have already read, and scrolled past,
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the exact words your prospects use to describe a problem to a colleague over a beer at the pub,
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and what you can say that no other firm in your sector is saying.
Your research unfolds in steps:
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each step tells you something you didn’t know, and shapes the next,
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and in just a few short weeks your content hits them right between the eyes… and stops their scroll,
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we do over 80% of the work, your 20% is guidance and decisions,
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you take each step at whatever pace suits your week.
Once you know exactly who you’re writing for, your articles stop sounding like everyone else’s. Your first line speaks to 1 person, about 1 problem, using the words your buyer uses.
An AI writing tool can’t guess those words because they come from deep research into your prospect, not from a prompt.
