Why Your Content Sounds Like Everyone Else | The Casey Zeman Show | ft. Brandon Lucero
I’ve been looking forward to this conversation for a while. I’ve followed Brandon Lucero for years now, going all the way back to when he was creating some seriously good video content. And as someone who’s been in the video and webinar space for a long time, I’ve always paid attention to people who just get communication, people who know how to say something in a way that actually lands.
And that’s really what Brandon does. He helps people create messaging that connects, engages, and ultimately drives results.
So in this week’s podcast, we didn’t just talk about content or webinars in isolation. We got into something deeper. We spoke about what’s actually changing right now with how people communicate, especially in a world where AI has made it easier than ever to create content, but also easier than ever to sound exactly like everyone else.
Why everything online is starting to feel the same
One thing I shared with Brandon, and something I’ve been feeling more and more lately, is just how repetitive content has started to feel. You scroll through social media, and it’s like you’re hearing the same thing over and over again. Same hooks, same formats, same angles, just slightly repackaged. And I’ll be honest, I’ve caught myself doing it too. It’s just so easy now.
But that’s exactly the problem. When everything is accessible, and everyone is using the same tools, you start to get this “hive mind” effect where content stops feeling human and starts feeling manufactured. And we both agreed that standing out right now isn’t about being louder, more polished, or having some big, over-the-top idea. It’s actually much simpler than that.
The shift that changes everything: Perspective over information
Brandon explained this in a way that really stuck with me. Most people try to get attention by sharing information. They focus on teaching more, explaining more, giving more value. But information alone doesn’t make you stand out anymore. What actually cuts through is your perspective. Your way of seeing something. Your lived experience. The way you interpret what’s happening in your industry.
That’s the part that is original. And when you share that, something interesting happens. People don’t just learn from you, they connect with you. They see something differently and they have that moment of “oh, I never thought about it like that before.” And that’s what builds trust faster than anything else.
Why people struggle to show up this way
We also got into why this is actually hard for most people. And honestly, it made a lot of sense. Most people, by default, tend to talk about their product, their method, or their solution because that feels like the right thing to do. You’re selling something, so naturally you want to explain it.
But that’s not what creates connection, there’s also a real fear that comes with sharing your perspective. The moment you say something original, you open yourself up to being challenged. Not everyone is going to agree with you, and that can feel uncomfortable.
But Brandon made a great point here, if you’re trying to speak to everyone, you end up connecting with no one. The goal isn’t to be universally liked. The goal is to resonate deeply with the right people.
And then there’s a third piece that I think a lot of people don’t talk about enough. Most people were never really taught how to think this way. We’re used to learning, memorizing, and repeating, not forming and expressing our own perspective. So when it comes time to actually do it, there’s a bit of a gap.
What this means for webinars
This is where things got really interesting for me personally. Because as Brandon was talking about perspective, I immediately thought about webinars. Some of the highest-converting webinars I’ve ever run weren’t the ones where I was just teaching tactics step by step. They were the ones where I was sharing a clear perspective…something I believed, something I had experienced, something that felt real.
And when that perspective was relatable to the audience, everything changed. Engagement, connect, and conversions all ended up going up. Because people weren’t just sitting there thinking, this is helpful, they were thinking, this is exactly what I’ve been going through. And that’s a completely different level of connection.
The parenting example that made this click instantly
One of my favorite parts of the conversation was when Brandon shared how he tested all of this with a completely different niche that is parenting. He started a brand just to experiment. No big plan, just a way to apply what he teaches in a new space. And within 60 days, he grew it to tens of thousands of followers. But what made it work wasn’t just consistency or volume. It was how specific and relatable the content was.
Instead of creating something broad like “how to get your kids to open up,” he would frame it in a real-life situation.
For example, think about this difference. Instead of saying:
“How to get your kids to open up”, you say, “What to say to your kids on the car ride home when they don’t want to talk about their day” or “Three things you can say at the dinner table to get your kids to actually open up”. Now suddenly, it’s not generic anymore. You can see that moment. You’ve probably been in that situation, and it feels real. And that’s exactly the point he made, people connect when they see themselves in what you’re saying.
Why this works and how you can apply it to your content
When you bring in a specific situation, you’re doing something powerful. You’re removing the guesswork for the person reading or watching. They don’t have to ask, does this apply to me, they already know it does. And this applies directly to webinars, SaaS, and online business.
Instead of saying something like: “How to improve your webinar conversions”, you start speaking to real moments like: “What to say in the first 5 minutes of your webinar when no one is engaging” or “How to keep people from dropping off right before your pitch”.
Those are the moments people actually experience, and that’s what makes your message land.
Where AI fits into all of this
We also talked about AI, because obviously that’s a huge part of the conversation right now. And Brandon had a take that I think is really important. AI is incredibly powerful, and it can help you move faster, generate ideas, and even analyze what’s working.
But it can also flatten your content if you rely on it too much. Because at the end of the day, people don’t want to hear what AI has to say, they want to hear what you have to say. The real advantage comes from knowing how to use AI without losing your voice. Using it to go deeper, not to replace your thinking, using it to support your perspective, not become your perspective.
The big takeaway
If there’s one thing I took away from this conversation, and so should you, is that you don’t need to be louder, more polished, or more complex to stand out right now. You just need to be more real, more specific, and more grounded in the actual situations your audience is going through.
Because that’s what makes people stop, pay attention, and feel like you’re speaking directly to them. And when you get that right, everything else, engagement, trust, conversions, starts to follow.
You can watch the full episode on my YouTube channel if you want to see this conversation play out in more detail, and I’ll be releasing new episodes every alternate Thursday, where I sit down with people who are in the middle of building, figuring things out, and navigating what actually works right now.
And like I always say, if there’s someone you’d want me to have a conversation with, or a question you’ve been trying to find an answer to, let me know. I’d love to bring that into a future episode.
