Share your own take and what you're into; industry jargon makes you invisible, while personality and stories make you memorable.
The idea
All the personal outreach in the world won't help if you sound exactly like everyone else in your field. People hesitate to reach out because they feel they have nothing special to say. That voice is a story in your head. Your path, your interests and your opinions are yours alone, and they're what people remember. Dorie Clark (author of Stand Out) notes that when people at events are asked what they've been up to, most waste the chance with "nothing much" or "keeping busy."
How to do it
Have something interesting ready for "what's new?": a skill you're learning, a trip you just took.
Share your own stories, beliefs and experiences about your work, alongside the professional material.
Weave a slice of your life into what you already send (newsletters, posts, client conversations).
Ask yourself: what book would I gift most? What strange YouTube hole have I gone down? What would I do with a totally free day?
Example
Maya, a financial advisor I worked with, had the expertise and the drive, but everything she wrote echoed industry jargon. When she started sharing her own philosophy on wealth and her own money story, she began to stand out: Maya, the advisor with a relatable story and a distinct voice. Another client, a wealth manager, started putting travel photos from Tokyo and New Zealand in his monthly newsletter, and he became more than a wealth manager to his readers.
Watch out for
If you feel you have nothing to share, curate. Pick one or two interests, kill the rest, and go deep.
Curate, Don't Just Consume: Feel boring? Pick one or two interests, go deep 30 minutes a week, and answer "What's new?" with the interest instead of your job.
The Bookshelf Test: Give people a foothold on you as a person by sharing what you're reading, in updates and conversation, and ask what they're reading.
Market Experiences, Not Expertise: Before sending content, ask "can they Google it?" If yes, share your own experience instead; it shows your expertise without the pitch.
Personal Monopoly: Find where your competence, curiosity and character overlap, and be the only person who brings that combination.