"We need content that converts."
It’s the phrase I hear most often from founders and agency owners. Everyone wants it. Few can define it.
There’s no magic wand that makes content convert — but there is a discipline that makes it far more likely.
It isn’t about clever headlines. It isn’t about trendy formats. It’s about something much simpler, and much harder:
Closing the gap between how your customers see the problem and how you see it.
When those perspectives come into alignment, prospects think:
They get it. They see the world the way we do. I trust how they think.”
And that’s when content starts to do the heavy lifting for you.
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Step 1: Define your own point of view.
How do you see your industry? What shaped that perspective? Why does it matter? What do you challenge or reject? Until you can articulate this clearly, your content will drift.
Step 2: Listen to your customers.
Use call transcripts, sales notes, onboarding interviews — anywhere they’re already telling you how they think. Pay attention to the words they use, their frustrations, their triggers. This is where you’ll see the gap between your language and theirs.
Step 3: Map the shift points.
When I work with clients, we identify the exact moments where a change in perspective has to happen for a sale to feel obvious. Then we build content to guide people through those shifts. That’s where the real conversion power lives.
If you’ve been posting without results, don’t start with “better posts.”
Start by finding the gap.
Where do your customers see the problem differently than you do? And how can you shift that perspective — for them or for yourself?
That’s how you build content that converts.