What to do when your message doesn't resonate

Has someone ever introduced you with a description that was five years out of date? If so, you've felt the gap this episode is about.Erin Trafford calls it currency: whether what people know about you is true right now. Leaders evolve. They move from operator to advisor, leave the big company, and take on sharper, more valuable problems. Their LinkedIn headline, About section, and panel bio stay frozen in the old narrative. So the people who refer them keep faithfully retelling the old story, and opportunities go to someone else without anyone saying a word.What you'll hear:Why the last thing you published is defining you more than you thinkThe three reasons smart people fall behind their own storyStep 1: Put what's public about you next to what you said in your last client meetingStep 2: Name what changed in one sentenceStep 3: Start publishing the now. No rebrand or announcement requiredWhy currency is a loop, and why rhythm and infrastructure matter more than one big updateMentioned in this episode: the previous episodes in this series on thesis, the book you've already said out loud, and receipts, plus the One Page Narrative Map, a free training at erintrafford.com/free-trainingYour Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

My second guest on The Narrative Advantage is Jen Warrington, founder of The Warrington Group, a hiring advisory firm headquartered in Halifax. In 2020, a global restructure ended Jen's ten years at Manulife. She'd always wanted to work for herself but had never planned the leap. The package made the decision for her. She brought what she'd learned in corporate recruitment (job descriptions, pay, interview training, the whole system around a hire) to clients who were used to getting a stack of resumes, and she called it what it was: a recruiter on paper, a hiring expert in practice. We talk about the first time she pitched that difference, why her old corporate relationships became the evidence her new story stood on, and the story she had to tell the people closest to her about risk. We also get honest about the tension most founders live with: calm on the outside, wide awake at 3:30 a.m. on the inside. Then Jen shares her next chapter: moving from recruitment firm to hiring advisory team, and why AI can help you hire but can't hire your people. What we cover:The restructure that pushed Jen out on her ownBringing the corporate recruitment model to outside clientsExplaining something disruptive when people like what's familiarBurn the boats, not the bridgesInternal friction, external excitementLiving with uncertainty as a founderFrom recruitment firm to hiring advisory teamWhy the human side of hiring still matters in the age of AIAbout Jen: Jen Warrington is the founder of The Warrington Group, a hiring advisory firm headquartered in Halifax, NS. A multi-award recipient widely recognized as a go-to hiring expert in Atlantic Canada, Jen has 20 years in recruitment and has supported the hiring of more than 5,200 professionals. Links:The Warrington Group: https://www.thewarringtongroup.caJen on LinkedIn: https://www.linkedin.com/in/jenwarrington/Erin's free One-Page Narrative Map training: https://erintrafford.com/free-trainingYour Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

So many smart leaders tell me some version of the same thing: "One day, I'm going to write a book about all of this." My answer is always the same. You already have. You just did it out loud.In this episodeWhat you'll hear:Why the "cabin in the woods" picture keeps executives from ever startingWhere your material lives: podcast and media interviews, keynotes and panels, client and team conversations, and your own writingHow to run a producer-style audit: pick five to eight pieces, log the lines that sound like you, and look for the patternWhy the talk you've given and refined for years is probably a chapterWhy your old material counts as market research you didn't know you were doingWhy you don't have to write a book at all, and why a body of work still gets you booked on more stagesMentioned in this episode: last week's episode on finding your thesis, and the One Page Narrative Map, a free training at erintrafford.com/free-trainingYour Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

My first-ever guest on The Narrative Advantage is Wendy Brookhouse, financial strategist and founder of Black Star Wealth in Halifax. Wendy started in financial planning as an independent, without a company telling her how it's done. That shaped everything that came after: a belief that the right questions matter more than memorized answers, a curiosity about the stories clients carry about money, and eventually the decision to stop charging a percentage of assets and price her services clearly instead. We talk about the "shoulds" that keep people stuck, why you have to pull everything out of the closet before you can simplify, and how changing a single word (budget to spending plan) changes how a plan feels to live with. We also get into what's next for Wendy, and the challenge of telling client success stories when they aren't really yours to tell. What we cover:The right questions vs. the right answersThe money stories running in the backgroundPricing for services, not assetsSimplicity, and why you can't simplify a messThe shoulds, and the night in 2008 that changed how Wendy handles worryBudget vs. spending plan, and the "Italy debt"Getting visible with stories that belong to your clientsAbout Wendy: Wendy Brookhouse, CFP, CHS, EMBA, is the founder and chief strategist of Black Star Wealth. For two decades she's helped business owners cut through financial noise and make smart, practical decisions, building lives that feel as good as their success looks on paper. Links:Black Star Wealth: https://www.blackstarwealth.comWendy on LinkedIn: https://www.linkedin.com/in/wendybrookhouseThe Freedom Files newsletter: https://www.blackstarwealth.com/freedomfilesErin's free One-Page Narrative Map training: https://erintrafford.com/free-trainingYour Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

Smart leaders with 20 years of expertise decide to get visible, so they start posting. A lot. Six months later, nothing has changed, so they blame the format, the algorithm, or the time of day. Then they post more, or they quit.In this episode, Erin Trafford makes the case that the content was never the problem. The problem is that there's no through line. In the newsroom, every story has to answer one question before it goes to air: what's the line? Most leaders are working inside topics.What they need is a thesis, meaning one idea they're willing to be known for and to return to until people say it before they do.What you'll hear:Why a decent post isn't worth much anymore, and what's scarce insteadTopics vs. lines: why "leadership" is a filing cabinet and "people who work full-time in this city can no longer afford to live in it" is a positionStep 1: Listen for what you repeat in client meetings, on panels, and over dinnerStep 2: Look for your argument, because a thesis nobody would disagree with is just wallpaperStep 3: Check it against your receipts, the work you've actually done, seen, or builtWhy repetition is how your audience learns who you areWhy your thesis isn't a tagline, and why it's allowed to changeFree training: The One Page Narrative Map walks you through finding your threads in less than half an hour. erintrafford.com/free-trainingYour Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

Content pillars were built for beginners. If you're a leader with a lot to say, they start to fail you fast, especially when something happens and you need to respond. In this episode I walk through what I call archetypal positioning. It's how I work with my ghostwriting and one-to-one clients to find where a leader stands on the narrative scale. I work with 10 archetypes. Today I'm sharing three scenarios that came up with four clients in a single week, and why a pillar breaks in every one of them. In this episode:Why archetypes are more adaptable than pillars as we move from touch points to loops, from SEO to AI searchability, and from credibility built by volume to credibility built by concentrationScenario 1: the post-conference post. Why the five-photo "I was there" recap doesn't do much, and how to use the person vs. self archetype instead. Think of three things: awesome (you felt something), aha (you learned something) and whoa (what you see coming). Then write it in four parts: hook, highlight, future, close. Tag one person, not 20.Scenario 2: the counter position. When you read or see something that makes you prickle. At its core it's person vs. person, and done well it becomes a public stance. Separate the person from their idea at every step, and don't tag them.Scenario 3: your edge. The thing you only whisper to yourself (or to someone like me). It starts with your "always true": what can you say today that you know will still be true 10 years from now?Why it's not enough to have an opinion anymore: you need the opinion, the context, and a clear next step for your audienceYour Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

The most senior people in the room are often the quietest in public. They have the experience, the range and the opinions. They just don't say them. In this extended episode of The Narrative Advantage, I unpack a pattern I keep seeing in the leaders who come to me. Many of them whisper it: "Erin, I don't feel like I can say this." It looks like a lack of confidence, but it isn't. It's a reflex built to protect the room, whether that's the board, the team, the client or the prospect. I'm calling it the muffle. And because it's a reflex, it can be retrained. We get into why the skills that got you here (discretion, judgement and loyalty) can be the same skills keeping you quiet. I also share what the newsroom taught me about guests who go silent once they get into power, and what that silence is actually costing you.Your Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

If content that used to work has stopped landing, your ideas probably aren't the problem. Your plan is. Most senior leaders in 2026 are still running content strategies built in 2019, and those strategies were designed for beginners who needed help producing volume.In this LinkedIn Live, communications and media strategist Erin Trafford explains why content pillars, colour-coded calendars and templated posting plans are failing leaders who already know what they want to say. She also covers what to build in their place: a defensible position, clear guardrails, and the discernment to respond in the moment.In this Live: The one question most content plans ask, and why it's a beginner question The "senior operator problem": why leaders have too many ideas and too little positioning Why your position needs to be clear enough that someone else can say it for you How archetypes help leaders decide how to show up, in any situation Why the strongest communicators are also the best at being reactive Want the weekly redux of what I'm seeing in comms, media and brand positioning? Subscribe to The Narrative Advantage newsletter at https://erintrafford.com. Newsletter subscribers will be the first to hear about something new I'm building this fall.Your Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

For the longest time we were taught to 'market' by 'messaging' what our ideal client wanted to hear.But now that we are in the age of AI and communications, that approach to a personal brand is failing. It sounds performative and sanitized. So what do true leaders do now?How do you create an authentic voice for your ideal client or audience when everyone can use AI to speak to pain points and products and services?You find your True Voice and express your authenticity in a new courageous way.Today's LinkedIn Live is where Erin shares her thoughts on the Post-Personal Brand Era and what it means for executives, leaders and narrative communications.Your Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA

"They're not picking up what I'm putting down." She whispered it to me over cocktails at an industry event last week. A senior exec, female, purpose-driven, running at goals most people would flinch at. She'd been trying to move her sector on the biggest story in her industry for months. Her own comms team wasn't touching it. I recognised the look on her face. It's the specific frustration of saying the right thing and watching no one care. It shows up three ways. You post and post on LinkedIn and get crickets. You raise the same idea in the same meeting and it dies on the table. You pitch and pitch and pitch and the media never picks it up. This week's episode of The Narrative Advantage is about why "the right thing" is not the same as the thing that lands. And the three-part filter I run every message through, borrowed from the great radio consultant Valerie Geller, that changes what your audience actually does with what you say. If you've been feeling unheard lately, this one's for you.Your Next Steps:Head to www.erintrafford.com for all the latest resources and to sign up for The Narrative Advantage NewsletterConnect on LinkedIn: https://www.linkedin.com/in/erintrafford/Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA