Content Creation Techniques

In which of these 2 scenarios, will a sales rep sell more blenders? a) She nails the demo, flawlessly blending a smoothie in front of potential customers b) Same exact pitch, but when she pours the smoothie, she spills it all over the table Dr. Richard Wiseman conducted this exact study. More people bought the blender when she made an absolute mess. This phenomenon is called the "other shoe effect." The underlying principle: We instinctively know people aren’t perfect. So when someone appears too polished in high-stakes moments—job interviews, pitches, first dates—part of our brain asks: “What are they hiding? When does the other shoe drop?” The longer someone appears flawless, the more suspicious we get. This creates a dangerous cycle: • You try to appear perfect in the first impression • The other person's brain gets increasingly distracted wondering about your hidden flaws • When your imperfection finally shows (and it will), it hits much harder than if you'd acknowledged it upfront I learned this the hard way. When I first wrote Captivate, I tried to sound like an academic. My editor called it out: “This doesn’t sound like you.” So I rewrote the intro to be me, very me in a vulnerable way: “Hi, I’m Vanessa. I’m a recovering awkward person.” That vulnerability built instant trust. By dropping my shoe early, I built trust immediately and let readers know they were in good company. This is also how I introduce myself in conversations, and I have noticed everyone laughs and relaxes when I say it. There are a couple situations where you can actively use this effect: • Job interviews: After sharing your strengths, say "One area I’m still growing in is public speaking—which is why this role excites me." • Investor pitches: After a strong open, confess: "One challenge we’re still working through is [X], and here’s how we’re tackling it." • Team meetings: Proactively raise project risks, then offer a solution. Don’t let others discover it first. Rules to remember: • Choose authentic vulnerabilities, not fake ones • Drop your shoe AFTER establishing competence, not before • Pair vulnerability with accountability - show how you're addressing it Remember: The goal isn't to appear perfect. It's to appear trustworthy. And trustworthy people acknowledge their imperfections before others have to discover them.

The CEO hired a six-figure communications director. Three weeks later, she quit. "You want a stenographer, not a strategist." Every message becomes a committee project: Marketing for brand alignment. Legal for compliance. HR for tone. CEO for final sign-off. Weeks pass. The rumor mill moves faster than official channels. By the time employees get the sanitized version, they've already heard three different stories. But here's the real damage: Every approval layer strips out personality. Adds corporate jargon. Dilutes meaning until nobody cares. The communicator gets blamed for low engagement. While being prevented from actually communicating. The fundamental question: if you don't trust the person you hired, why did you hire them? You brought on someone with judgment to handle sensitive communication. Then built a system that prevents them from using that judgment. Companies that succeed at internal communication do something radical: They let communicators communicate. They hire someone with real judgment. Give them direct access to leadership. Empower them to move fast. The result? Messages go out when they're relevant. The tone feels human. People believe what they're reading. Trust isn't built through approval chains. It's built by empowering people to do what they were hired to do. The irony is perfect: Companies hire communication experts. Then systematically prevent them from communicating. And wonder why employee engagement suffers.

Most creators have this backwards. They're chasing views and subscribers, hoping they'll magically become clients. But after analyzing over 10,000 videos across 150+ channels, I realized something profound: YouTube success is about viewer intent. Last month, I worked with a founder who had 87K subscribers but was only making $12K monthly. She was creating "viral content" instead of strategic content. When I shared my systems with her, everything shifted. Here's what I learned about building in public through strategic YouTube content: 1. Foundation First Build genuine authority by teaching what you know deeply. This creates the trust foundation that turns viewers into clients. When you share knowledge transparently, you become the obvious choice for implementation. Your expertise becomes undeniable when demonstrated consistently. People trust those who teach before they sell. 2. Solution Showcasing Demonstrate your expertise through real problem-solving. People hire those who prove their value transparently. Your public work becomes your most powerful sales tool without feeling salesy. Live problem-solving builds immediate credibility and rapport. Prospects see exactly what working with you would look like. 3. System Transparency Share your actual methodology and frameworks openly. Building in public creates magnetic attraction to your process. 4. Transformation Stories Show real before/after results from your work. Transparency about outcomes builds unshakeable credibility. Success stories create emotional connection and logical proof. Other founders see themselves in your client transformations. 5. Strategic Bridge Building Use clear CTAs that guide viewers toward next steps. Every piece of content should have a purpose beyond views. 6. Value Ladder Creation Design a clear path from free content to paid services. Building in public means showing the entire journey. 7. Intent-Based Content Target purchase-intent keywords that your ideal clients search for. Strategic transparency attracts ready-to-buy audiences. 8. The PVT Formula Address specific problems, validate your understanding, then reveal your transformation approach. This converts 273% better than standard tutorial content. This is about creating beautiful, systemized, and impactful brands together. When you build your expertise in public through strategic YouTube content, you create multiple conversion opportunities while establishing deep trust. We 10X'd her revenue within 90 days using fewer videos but with clear strategic intent behind each one. The future belongs to those brave enough to build their systems in public. It starts with sharing your methodology transparently. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want help applying this in your business? DM me ‘Blueprint’ and let’s chat. Only for founders ready to scale.

Imagine you’re training for your best 10K—not running or lifting every single day, but hitting peak workouts 3–4 times a week. Which gets better results: always on mediocrity or a few powerful, focused, intense sessions? Your LinkedIn content strategy works the same way. The temptation is to crank out 7–10 posts a week. More shots on goal, right? Except the data says otherwise: • Consistency matters more than sheer volume. Posting 3–5 times weekly drives ~78% more engagement than irregular posting. But pushing content every day often leads to rushed ideas, weaker storytelling, and audience fatigue. • Quality is king. A thoughtful post beats a dozen throwaways. One law firm shifted from daily posts to two crafted posts per week and saw stronger, lasting engagement. • The sweet spot is 2–5 posts per week. That’s the range recommended by the The Influencer Marketing Factory - Influencer Marketing Agency in their 2025 LinkedIn report, echoed by Business Insider. More than that, and your best insights may risk getting buried by your own content. • Timing still matters. Tuesday–Thursday mid-mornings remain the strongest windows. Pair that with formats LinkedIn rewards: carousel PDFs (I still struggle with these, ugh), storytelling text posts, video, punchy bulleted breakdowns with context. Think of it like fitness. A few intense, intentional workouts each week usually deliver more gains than seven half-hearted flat terrain jogs. Same with LinkedIn: 3-4 posts where you really flex your insight, tell a story, and engage will outperform daily generic filler every time. And here’s the PR lesson: Reputation isn’t built by volume; it’s built by moments that truly matter to your target constitifencies. High-quality posts are your reputation reps. They shape the narrative others remember, share, and trust. Fewer, better posts win. Now off for some morning hill sprints too?! 😉

Many financial advisors struggle to build a strong social media brand. But you don’t have to be one of them. When I first started, my social media presence was stagnant. But I quickly realized how crucial it is to build trust and credibility online For financial advisors, it's especially important to understand that your audience values authenticity and expertise above all else. I knew I needed a better strategy to grow on social media. So, I worked hard to understand my audience and experimented with different types of content. Over time, I figured out what works, and now I’m sharing these strategies with you. ✅ Share Your Daily Habits: → Let people in on the routines that shape your day and your financial expertise → Authenticity helps build a stronger connection with your clients. ✅ Highlight Your Unique Traits: → Make sure your posts reflect your true personality and financial philosophy. → Be yourself; it’s the best way to stand out in the crowded market. ✅ Understand Your Audience: → Get to know your clients' needs and connect with them on a deeper level. →Tailor your content to what they find valuable and interesting. ✅ Be Open About Your Thoughts: → Share your decision-making process and market insights. → Transparency fosters trust and credibility in your financial advice. ✅ Show Your Passion: → Don’t hesitate to be emotionally open about why you do what you do. → Genuine emotions resonate deeply and build loyalty. ✅ Engage Consistently: → Regular interaction builds trust and familiarity. → Make engagement a daily habit to stay top of mind. ✅ Share Success Stories: →Highlight your clients' achievements and how you helped them reach their goals. → Real success stories motivate potential clients and provide valuable insights. ✅ Provide Value: → Offer actionable insights or tips that can help your audience in their financial journey. → Valuable content keeps your audience coming back for more. Your authenticity is your strongest asset. Use it to build real connections and make a lasting impact. How do you keep your social media content engaging and authentic? P.s. ✍🏻 I am Benjamin Loh, CSP, a strategic growth coach and consultant who has taught over 65,000 leaders in over 20 global cities and constructed some of the leading icons (TOT, Award Winners) in the financial industry in Asia through the power of authentic storytelling and authority building. 💪 Enjoy this post? Follow me for personal brand and growth insights. #topofmind #millennials #business

Nobody likes being sold to. Yet, the best businesses generate leads daily, without pushing for sales.   How? They provide value first.  Here’s how you can attract leads on LinkedIn while building trust and credibility:  1. Educate, don’t sell   Instead of pitching your product, share insights, trends, and strategies that genuinely help your audience. If you teach them something useful, they’ll remember you when they need a solution. 2. Tell stories that resonate   People connect with real experiences, not product features. Share challenges you’ve faced, lessons you’ve learned, and behind-the-scenes moments. This builds trust and makes your brand relatable.  3. Engage and start conversations   Great content isn’t just about posting; it’s about interaction. Ask questions, reply to comments, and spark meaningful discussions. The more engagement your posts get, the more visibility you gain.  4. Showcase your expertise   Position yourself as a thought leader by sharing case studies, success stories, and actionable tips. When people see you as an authority, they’ll reach out when they need your expertise.  5. Make your profile a lead magnet   Your LinkedIn profile should work for you. Optimize your headline, about section, and featured content to clearly explain who you help and how.  6. Give more than you ask   The key to organic lead generation is consistency. Provide value consistently, and leads will naturally flow your way without the need for aggressive selling. Sales don’t happen from hard selling; they happen from trust and credibility.  Start creating value-driven content, and watch how the right people start coming to you.  What’s your go-to LinkedIn content strategy? Drop it in the comments!

If you over-curate & overthink your personal brand to perfection, your engagement will be dead! You see them everywhere—polished, poised, and perfectly positioned personal brands. Yet, their engagement is flat. Their audience? Passive. This is the"Perfect Persona" Effect—where people curate an online brand so flawlessly that it becomes unrelatable. And science backs this up. 📌 A study from Harvard Business Review found that leaders who share their struggles increase trust by 66% compared to those who only share polished success. 📌 Social psychologist Dr. Elliot Aronson’s "Pratfall Effect" proves that people perceive those who show vulnerability as more likable than those who appear perfect. The brands that win aren’t the ones that look flawless. They’re the ones that feel real. This is how we work this out with SackBerry clients: 1. Show the process, not just the results. ❌ “We grew our business 10x in a year!” ✅ “We struggled for months with zero sales—here’s what finally worked.” People relate to struggles, lessons, and real journeys. Share the how, not just the highlight. 2. Write like you talk. The easiest way to sound human? Read your post out loud. If you wouldn’t say it in a conversation, rewrite it. 3. Share your unpopular opinions. The fastest way to stand out isn’t to blend in. Take a stance. Challenge industry clichés. Say what others won’t. 4. Use the “3-Post Rule” to create trust. Your content should rotate between these formats: A personal story (human connection) An actionable insight (expert credibility) A polarizing take (sparks discussion) 5. Don’t fear the “mess.” -Not every post needs to be perfect. - Test new ideas. - Share drafts. - Build in public. People love watching something unfold in real time. So, tell me—what’s one thing you wish more people shared online? #PersonalBranding #Authenticity #BuildingInPublic #ContentMarketing

Want to build an audience that actually trusts you? Stop chasing shiny new platforms (and why you should focus on podcasts instead): After creating content for over a decade, I realized chasing engagement on every new platform was the wrong formula. Fixating on likes and views overlooks the deeper connection that builds a loyal audience. There's a far better predictor of success: trust. Podcasts, with their intimate audio format and long-form conversations, outperform other platforms at building genuine relationships with your audience. In my content strategy, I care more about authenticity than virality. You need an audience invested in you for the long haul. That starts with trust. Short-form content wasn't my secret sauce. Consistently sharing my expertise and insights was. I care way more about depth than shallow engagement. Give me an hour of meaningful conversation over a thousand likes any day. I want to foster a community, not just a following. People who: • Feel like they know me personally • Value my unique perspective • Trust my recommendations Creating is 1000x more fun with a loyal community that supports each other. I also want listeners who are open-minded and curious… …yet who also have the humility to understand that there’s always more to learn. One of my favorite podcasting tips: "Be yourself and share your genuine thoughts and experiences." Normalize vulnerability. Generic content stifles connection. Diverse perspectives breed loyal listeners. You want to foster a space where open communication and feedback are encouraged. I tell my audience: “Disagree often and debate respectfully, but stay connected through shared values." And for seamless engagement, community is key. See how well your podcast sparks conversations, fosters connections, and creates a sense of belonging. Can you make your listeners feel heard and valued? The ability to empathize and communicate unlocks true community. Viral trends are overvalued. I want an audience who trusts me, values my expertise, and wants to grow together. United by a shared passion, my community of listeners will outperform any number of casual followers. As Maya Angelou said: "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." Focus on the right kind of connection. #content #podcast #marketing — Enjoy this? ♻️ Repost it to your network and follow Scott D. Clary for more. Want more systems for success? Join our community of 321,000+ subscribers today: newsletter.scottdclary.com

Dear Board-Ready Female Executive, In my work with accomplished women like you, I’ve found that the number one issue that holds many back from positioning for board roles isn’t lack of experience or qualifications—it’s mindset. We feel unready. We question whether we’re truly board material. We see opportunities and think, I need to do more before I can step into that space. But here’s the truth: Board readiness isn’t just about skills—it’s about how you position yourself. The first step isn’t another qualification. It’s a mindset shift. Here are eight key mindsets that separate those who land board roles from those who wait on the sidelines: 1️⃣ The Mindset of Readiness Boards don’t come looking for you—you must be visible and ready when opportunities arise. That means crafting your thought leadership, refining your board bio, and positioning yourself as a board-level thinker before you even apply. 2️⃣ The Mindset of Experti Expertise Ownership Too many high-achieving women downplay their expertise. You don’t need one more qualification before you can serve on a board. You need to own the decades of experience, insights, and leadership you already have. 3️⃣ The Mindset of Strategic Positioning Board seats go to those who are seen as valuable at the highest level. If your industry peers and decision-makers don’t know you, it’s time to build visibility through LinkedIn, speaking engagements, and executive networking. 4️⃣ The Mindset of Continuous Professional Development The best board candidates are always learning. Whether it’s governance, ESG, cyber risk, or industry shifts, staying ahead makes you a more attractive board candidate. Boardroom conversations evolve—you should too. 5️⃣ The Mindset of High-Value Networking Right now there could be a few board roles floating around in your network. But you don’t know about them because you aren’t being strategic- engaging with decision-makers, attending the right events, and positioning yourself in the right rooms. 6️⃣ The Mindset of Strategic Foresight & Industry Contribution Boards aren’t just looking for operators; they need visionaries who can anticipate industry shifts and offer strategic guidance. How are you contributing to the thought leadership of your sector? What future trends are you helping shape? If you’re not actively engaging in industry discussions, you’re missing a key part of board-level influence. 7️⃣ The Mindset of Contribution, Not Just Achievement Boards don’t hire you for your resume—they want your insight, your strategic thinking, and your ability to navigate complexity. Shift from I’ve done this in my career to Here’s how I add value at a governance level. 8️⃣ The Mindset of Bold Advocacy Women often wait to be tapped for board roles. Stop waiting. Be proactive. Advocate for yourself, apply, reach out, and make your aspirations known. ✨ Which two of these mindsets will you be working on this year? Let me know in the comments.

Yesterday, I reviewed the content of a founder who wanted to attract more inbound B2B leads through LinkedIn. They were posting consistently— but with zero conversions for the past 3 months. My first reaction: you don’t have a content consistency problem. You have a content psychology problem. Here’s what I mean: They were sharing great insights. But not in the language a founder thinks, speaks, or buys in. No founder is waiting to read your 5 content tips. They do care about this though: → 𝗪𝗵𝘆 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗲𝗮𝗺 𝗶𝘀 𝗺𝗮𝗸𝗶𝗻𝗴 𝘆𝗼𝘂 𝗶𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲 𝘁𝗼 𝗯𝘂𝘆𝗲𝗿𝘀. So I showed them 3 types of psychology-first posts that actually convert in B2B: → 𝗣𝗿𝗼𝗯𝗹𝗲𝗺-𝗳𝗶𝗿𝘀𝘁, 𝗻𝗼𝘁 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸-𝗳𝗶𝗿𝘀𝘁. Instead of “How to build content funnels,” say “You built a content funnel, but forgot the buyer.” → 𝗙𝗼𝘂𝗻𝗱𝗲𝗿-𝗳𝗮𝗰𝗶𝗻𝗴 𝗽𝗵𝗿𝗮𝘀𝗶𝗻𝗴. Not “audience clarity” but “Why your ICP isn’t even seeing your content.” → 𝗠𝗲𝗻𝘁𝗮𝗹 𝗺𝗼𝗱𝗲𝗹 𝗳𝗹𝗶𝗽𝗽𝗶𝗻𝗴. Like: “Content doesn’t build trust. Proof does. Content only carries it.” The founder instantly got it. We rewrote just one post, using these exact shifts— and it brought 11 qualified comments and 3 demo requests. 𝗛𝗲𝗿𝗲’𝘀 𝗺𝘆 𝗵𝗼𝗻𝗲𝘀𝘁 𝗮𝗱𝘃𝗶𝗰𝗲: If you’re creating B2B content for founders, you don’t need to educate. You need to mirror their thinking back to them—better than they’ve said it themselves. Because B2B founders don’t chase content. They chase clarity. And when your content sounds like how they already think, They trust you without even knowing why. 𝗣.𝗦. This is how I’ve helped B2B creators build trust that actually converts. 👉 𝗙𝗼𝗹𝗹𝗼𝘄 𝗦𝗵𝗿𝗮𝗱𝗱𝗵𝗮 for more B2B content strategies that convert with clarity.