During a recent Social Media Academy with Andy Neary, a producer said that he follows Manu Lee because he exhibits so much passion in what he says and does. How does he do that?
Most people struggle with creating social media content because they think they need to be an expert in everything before they post. That’s wrong. Manu Lee proves that you don’t need to be the best in the world — you just need to share your passion consistently and authentically.
Manu Lee is a golfer who built a massive online following — not because he’s the best golfer in the world, but because he’s passionate about the game. He posts consistently, shares his experiences, teaches what he knows, and connects with his audience. And guess what? That’s exactly what you need to do.
Step 1: Find Your Niche and Own It
Manu Lee isn’t trying to teach basketball or football. He stays focused on golf — his passion. That’s why people trust him.
You need to find your niche, too. Are you the go-to person for contractors' insurance? Cyber liability? Employee benefits? Find your lane and stick to it. The more specific you are, the easier it is for people to recognize you as the expert.
Example: Instead of saying, "I help businesses with insurance," say, "I specialize in helping construction companies manage their risk on job sites."
Specificity = authority.
Step 2: Share What You Know
Manu Lee didn’t wait until he was a golf pro to start posting. He shares drills, tips, and behind-the-scenes content about his game — and that’s why people follow him.
You need to do the same. Don’t overthink it — just share what you know. Post about:
- Common coverage gaps you see
- Mistakes businesses make when choosing insurance
- Quick strategies to reduce risk
Example: "Most business owners overlook this one detail in their property insurance — and it could cost them thousands. Here’s how to fix it."
When you share valuable insights, you build credibility — and people start seeing you as the expert.
Step 3: Be Consistent
Manu Lee shows up regularly — that’s why people remember him. If you want to build a personal brand, you have to stay visible.
Keep it simple:
- Share a quick win
- Post a story about a client win
- Ask a question to drive engagement
Example: "Have you ever had to file a business interruption claim? What was the biggest challenge you faced?"
Consistency = familiarity = trust.
Step 4: Be Authentic
Manu Lee’s content works because it’s real. He’s not trying to be perfect — he’s showing his love for the game. That’s why people connect with him.
You don’t need to sound like a corporate brochure. Drop the jargon and talk like a human.
Example: Instead of saying, "We offer comprehensive insurance solutions," say, "We help businesses avoid costly mistakes — and sleep better at night."
People want to work with people they trust — and trust comes from authenticity.
The Formula That Works
Manu Lee’s success isn’t complicated — it’s consistent.
- Find your niche
- Share what you know
- Stay consistent
- Be authentic
Do that, and you won’t need to chase business. People will come to you.