PODCAST: Season 6, Episode 40
Grab your coffee and let’s talk about something that’s probably killing your content engagement without you even realizing it. Mills dives into the dangerous trap of over-giving in your content – whether it’s those epic 1000-word posts that get two likes or clarity calls where you give everything away for free. If you’ve ever written a post thinking “this will be so helpful” only to have it completely ignored, this episode is your wake-up call.
September Wrap-Up Highlights
Mills shares updates from a successful September, including being nearly fully booked (reminder: this doesn’t happen all the time!) and hosting The Rebuild Room – an intimate 10-person event at the Copper Club in Guildford. Despite unexpected marble fitting disruptions (complete with drills and hoovers behind a “thick velvet curtain”), the day was transformational, focusing on vision realignment and energy audits.
Key Event Insights:
- 80-90% of attendees expressed frustration with social media and Instagram
- Participants left with concrete offers they could implement immediately
- The power of creating without overthinking was clearly demonstrated
The Over-Giving Trap: Why More Isn’t Better
The Problem with “Giving More Equals More Value”
You think you’re being helpful by writing those epic, information-packed posts, but here’s what’s actually happening:
- People get used to your free helpful content and don’t see a need to pay you
- You’re creating overwhelmed audiences who scroll past
- You’re devaluing your paid offerings (if you’re giving everything away free, what’s left for paying clients?)
- You’re positioning yourself as a free information source instead of a transformation partner
The “So What?” Test
After writing any piece of content, ask yourself: “So what?”
- What’s the ONE thing they need to do?
- If someone reads this and takes action, what’s the ONE thing they’ll do?
- If you can’t answer in one sentence, you’ve given too much
The Three-Step Solution to Content Overwhelm
Step 1: One Clear Takeaway Per Post
Stop trying to create lead magnets in every post. Focus on one thing, not three tips or five steps.
Example Transformation:
- Instead of: “10 Ways to Increase Your Confidence”
- Try: “This One Question That Changed How I See Myself”
Same content, completely different packaging and engagement potential.
Step 2: The Iceberg Strategy – Show 10%, Deliver 90%
Think of your content like the Titanic iceberg – the tip isn’t that impressive, but underneath lies the real power.
What to Show vs. What to Save:
- Show: The what and the why
- Save: The how and the when
- Show: The problem exists and solution is possible
- Save: Step-by-step implementation
Content Example:
- Instead of: “Here’s Five Steps to Overcome Imposter Syndrome”
- Try: “The Conversation I Had with My Brain That Stopped Imposter Syndrome”
Give them the mindset shift, not the entire framework.
Step 3: Measure Connection, Not Information
Stop measuring your content’s value by how much information you can cram in. Start measuring by:
- Conversations started
- DMs received asking for more
- People saving your posts for later
- Engagement and connection
Red Flag Alert: If people are DMing “OMG thank you, that was so useful!” you’re giving away too much.
The Client Transformation Story
Mills shares about a client who came in completely frazzled from content creation – despite using AI, she was still burnt out. Her content included massive guides and tutorials but was getting only 1-2 likes.
The Problem: She was giving her entire program away for free across her Instagram feed.
The Solution: Flipped from education to storytelling.
Example Transformation:
- Before: “Here’s 10 Steps to Heal Your Relationship with Money”
- After: “I Used to Hide My Bank Statements from Myself and My Husband”
Same topic, but people could relate and wanted to know more. Result: More calls booked, more clients signed.
The Brutal Content Audit
Time for some honest self-reflection:
- How many points are you trying to make in each piece of content?
- When someone finishes your post, do they feel complete or curious?
- Are you positioning yourself as a teacher or a transformer?
- What was the last piece of content that made someone DM you?
- The juiciest question: If someone consumed all of your free content, would they still need to pay you?
The Reality Check
Your ideal clients don’t need more information – they can Google it, YouTube it, or ask AI. They need transformation. And that happens through:
- Connection, not consumption
- Conversations, not just content
- Stories, not step-by-step guides
- Intrigue, not information dumps
Key Takeaways
Remember: Less information, more transformation. Less teaching, more storytelling. Less tips, more truth.
The Content Shift:
- From how-to guides to personal stories
- From tips to transformation moments
- From teaching to connecting
- From completion to curiosity
Resources Mentioned
- Mills’s Content Critique Program: £97 digital program including quick modules and weekly Slack content audits every Monday
- The Rebuild Room Event: Mills’s intimate 10-person business visioning day
- Instagram: Best place to DM Mills with your content questions @mills_gray.
Take Action This Week
- Apply the “So What?” test to your last three posts
- Rewrite your most recent “helpful” post as a story instead of a how-to
- Create curiosity – make them think “I need to know more about this”
- Share one simplified piece of content and DM Mills about it
- Leave with intrigue – try ending with “I’ll share more about this tomorrow”
Coming Up in October
Mills has a bank of guest expert interviews ready to roll, but she wants to hear from you – who would you love to hear on the Soul Leaders podcast? DM your suggestions!
Remember: Free content is everywhere. Your job isn’t to add to the noise – it’s to disrupt it with connection and transformation.