Trying to second-guess what the algorithm wants is a trap. You build a mask, put it on, and hope they like the mask. If they buy it, you have to keep wearing it. You end up with customers who want the plastic version, not the actual human. Screw that. I stopped doing it. Instead of looking for "viral" angles, I started writing what was actually in my head. The relief was immediate. It takes ten minutes to write the truth. It takes three hours to construct strategic bullshit. But the real benefit is the filter. The people who want a polished corporate robot stop reading. Good. There aren’t many of those anyway. The people who want the actual operator stick around. Being yourself isn't a moral victory. It is an efficiency hack. It saves time, saves energy, and keeps the wrong people out of your world. Stop guessing.

I've talked to dozens of wellness coaches in the past few months. They're all saying the same thing: - "I'm posting consistently. I'm using keywords. I'm showing up. But fewer people are finding me." Here's what I discovered, and why it's not your fault. Think about how libraries used to work. You'd browse the shelves and find what you needed. Now imagine there's a librarian who answers questions directly and only recommends books she trusts. If the librarian doesn't know your book exists, no one will ever find it on the shelf, no matter how good it is. That's exactly what's happening with AI. Most of your potential clients aren't browsing Google anymore. They're asking ChatGPT, Perplexity, and Google's AI Overviews for wellness advice. And if your expertise isn't feeding those AI systems, you're invisible to them. The data is startling: - 60% of searches now end without a click. - People get their answers from AI, not from visiting your website. LinkedIn's own marketing team saw traffic decline by up to 60% across awareness-driven topics, even while their rankings stayed stable. The game changed. Discovery now happens inside AI-generated answers, often before anyone clicks to find you. Your website still matters for trust, depth, and conversion. But it's no longer where discovery begins. Test this yourself: Ask ChatGPT and Google AI for advice on [your wellness specialty]. See if your name or content shows up. That's your AI visibility baseline. Part 2 of this series will show you how to optimize for AI citation, not just Google rankings.

My coach asked me on WhatsApp: "How does your new offer feel?" My brain went straight to logic. Features. Structure. Outcomes. All the safe stuff. "Jack, stop thinking. How does it FEEL?" Sat there like a proper tit. I teach coaches how to position their offers. Couldn't tell my own coach how mine actually felt. I'd built the entire thing on logic. Structure was sound. Pricing was right. Outcomes were clear. But I had no idea what it felt like to go through it. Spent the rest of the day sitting with the feeling. The experience itself. I thought I understood my offer. I only understood how it worked.