The internet has an endless supply of content and most of it is trash. Standing out isn’t difficult, you just have to add value. But making valuable, educational or inspiring content still won’t get you the outcome you want.
To generate leads and win clients from your content, you have to be intentional. You have to create content that converts. What if your next piece of content brought in customers while you were asleep? Get the formula right and that becomes a reality.
Smart founders know the difference between content that simply educates and content that sells. ChatGPT can help you out. Copy, paste and edit the square brackets in ChatGPT, and keep the same chat window open so the context carries through.
Pro tip, paste my ban list whenever creating content with AI.
Write selling content with ChatGPT: transform readers into buyers
Show results that make strangers stop scrolling
Numbers tell. Stories sell. But stories with numbers? They convert. Your best client results are marketing gold sitting in your inbox. Most founders bury them in case studies no one reads. Put them front and centre where they belong. Make potential clients see themselves in those wins.
"Based on what you know about my business and the transformations I help create (and if you don’t have this, ask me questions), identify the most impressive client result from our past conversations. Write it as a one-sentence statement that would make a stranger say 'wow' and want to know more. Focus on specific, measurable outcomes that speak to my target audience's deepest desires. Make it punchy, clear, and impossible to ignore."
Use this as a hook for a full post, make a graphic to share on LinkedIn, or incorporate into your next email.
Answer objections before they ask
Every sale falls down at the same three hurdles. Price. Time. Trust. Your buyers have the same doubts going around their heads right now. Address them head-on in your content. Turn their biggest fears into your strongest selling points. Answer objections publicly to build trust privately.
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"Based on what you know about my target audience and their hesitations [add details if needed], list the 3 biggest objections that stop them from buying my [product/service]. For each objection, create a social media post that addresses it directly without being defensive. Each post should acknowledge the concern, reframe it positively, and end with a subtle call to action. Use my writing style and make each post feel helpful, not salesy."
Turn testimonials into stories that sell
That five-star review sitting on your desktop? It's a sales letter waiting to happen. Most people screenshot testimonials and call it a day. Winners transform them into narratives that pull readers in. Make your success stories do the heavy lifting. Let satisfied clients sell for you.
"Take this testimonial from one of my clients: [paste testimonial or describe a key success story from our previous discussions]. Transform it into a compelling story post that sells the outcome, not the service. Structure it with a strong hook (a short sharp statement, no more than 8 words, creates an information gap, not a question), then go into the client's starting point, their journey, and the transformation. End with a soft pitch that invites readers to experience similar results. Keep it conversational and emotionally engaging."
Make your process look easy
Complexity kills sales. Your proven process might have twenty steps, but your content should make it feel like three. People buy simple solutions to complex problems. Show them the path without overwhelming them. Make success feel inevitable when they follow your lead.
"Based on what you know about my core offering and methodology, distill my process into 3 simple steps that make transformation seem achievable. Write it as a social media post that opens with 'Getting [desired result] isn’t difficult.' Each step should feel actionable and build naturally to the next. End with encouragement that positions me as the guide who makes it even easier."
Create calls to action that actually work
The best CTA matches the energy of your content. Generic phrases get generic results. Your most engaged posts show exactly what your audience responds to. Use that data to write CTAs that feel natural, not forced. Make taking action the obvious next step.
"Review my most successful content based on what you know about my posting history and audience engagement. Create 5 different calls to action that match that energy and style. Each CTA should feel like a natural extension of valuable content, not a hard sell. Include variations for different types of posts: educational, inspirational, and transformational. Make them specific to my offering and irresistible to my ideal client. [Paste your best performing social content]"
Stop creating content that gets ignored: sell from every post
You're not being pushy when you help people get results. Write content that shows transformations and make strangers stop to learn more. Answer the objections in their heads before they even ask. Turn glowing testimonials into stories that sell. Share your process simply and create CTAs that feel like natural next steps. Your content should work as hard as you do.
And honestly… it couldn’t be more true.
People see the final product - the clean graphics, the clever caption, the reel that makes you stop mid-scroll.
But what they don’t see is the strategy, the analytics, the algorithm changes, the edits, the re-edits, the client feedback, the late nights… you get it.
Most marketers I know (myself included) wear every hat imaginable:
📱 Social media manager
🎨 Designer
📸 Photographer
🧠 Strategist
📈 Analyst
👩💻 Copywriter
🧑💼 Client support
…and that’s just Monday.
Marketing looks effortless when it’s done well-that’s kind of the point. But behind the scenes? It’s nonstop thinking, creating, pivoting, and problem-solving.
So if you're in marketing, I see you. And if you work with one-trust, they're doing a lot more than you realize. 💪🏼
Credit: Abigail Abernethy (Dasch)