Why Most Content Fails (And What to Do Instead)
Most people struggle with personal brand content because they:
- Post generic, easily forgettable advice.
- Focus on engagement rather than authority.
- Fail to connect content back to their positioning.
But the best content serves as a 24/7 salesperson—it builds credibility, generates inbound leads, and moves people toward buying without hard selling.
To achieve this, you need to align your content with the 3 sales framework:
1. Selling Them on Yourself: ‘How I’ Content
‘How I’ content builds credibility by showing real-world experience. Instead of sharing generic tips, share insights based on personal achievements.
- Generic post: “7 tips for personal branding success.”
- Authority-driven post: “How I built 200+ personal brands that generated millions in revenue.”
The second post immediately establishes expertise and positions you as a trusted authority.
2. Selling Them on Your Product: ‘How To’ Content
‘How To’ content focuses on teaching valuable strategies based on proven methods rather than surface-level advice.
- Generic post: “The key to a strong personal brand is consistency.”
- Framework-based post: “How to build a profitable personal brand in 7 steps (My P-A-C Method).”
By tying your content to proprietary models or frameworks, you make your approach feel structured, repeatable, and unique.
3. Selling Them on Themselves: ‘How X’ Content
‘How X’ content focuses on case studies and success stories. These posts prove that your system works for people like them, eliminating doubts about whether they’ll see results.
- Generic post: “Why personal branding is important.”
- Case study post: “How this consultant went from unknown to thought leader in 9 months.”
Success stories help potential clients see themselves in the transformation, making them more likely to take action.
How to Build a High-Authority Content Plan
To build a content engine that generates credibility, leads, and revenue, structure your content around these three types: On Mondays, share some ‘How I’ posts (builds trust in you). Wednesday can be dedicated to ‘How To’ posts (builds trust in your product). On Fridays, you can share some ‘How X’ posts with your audience (builds trust in themselves).
By consistently delivering valuable, structured content, you create an inbound system that positions you as the go-to authority in your industry.
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