We’ve been taught that if it looks right, it will perform. That if we post consistently, we’ll grow. That if we follow the trends, we’ll be seen. But we’re living in a time where audiences don’t respond the same way to overly curated content. According to Google, influence is defined as "the capacity to have an effect on the character, development, or behavior of someone or something." Here's what actually builds it.

In conversation, we all use filler words. “Um," “Like," “You know.” They help us think — but they don’t add meaning. Marketing copy can fall into the same habit. There are phrases that sound polished —“innovative solutions,” “industry-leading,” “committed to excellence” — but don’t actually tell your audience anything useful. Here's how not to fall into the empty-filler-words trap.

Success in today’s marketplace isn’t about chasing trends, algorithms, or what’s “working” right now. It's about understanding the people (your target audience) that God has specifically called you to serve. There are people tied to your gift, your voice, and your business — but you can miss them when your focus is only on visibility instead of impact. A few months ago, I was invited to EmpowerHour to help women understand this concept and to give them practical tools for d