You know those moments when you post something, it gets 12 likes, and you think, Well, that was a flop only to have a client tell you later, “That post was exactly what I needed to hear”?

Here’s what’s really happening. Mid to high ticket buyers, the ones you’d love to work with, are often the quietest engagers in the room. They’re not out here double-tapping every post or dropping a comment just to say “so true.” Instead, they’re scrolling, observing, quietly assessing if you’re the right fit. They’re smart. They want to get the lay of your land, to see if you really walk the talk before they reach out.

In fact, up to 85% of high-ticket buyers consume multiple pieces of content and do extensive research before ever making contact with a seller (source: HubSpot Research). These clients often “lurk” for weeks, making sure your expertise, tone, and approach align with what they need.

But if you stop crafting content in that time (or consistently go hot and cold), they often can’t get enough traction to feel rock solid and reach out. 

And let’s be clear. This doesn’t mean your public engagement is “bad.” You might be seeing likes and comments from industry peers, clients, friends, family, or even total new faces. That’s normal. And it just means the buyers, the ones you actually want, are doing what smart buyers do. They’re gathering evidence before making a move.

Here’s another layer. Nurtured leads convert at a rate 47% higher than non-nurtured leads (source: Annuitas Group). That means the quiet lurkers, the ones who are being consistently nurtured by your content, are far more likely to buy than the crowd-pleasers who show up in your comments but never take action.

Case in point: A client of mine has a leadership development consulting business. She was frustrated because her posts, thoughtful, valuable insights into executive leadership, were getting almost no likes or comments. But six weeks into her consistent posting, she received a DM from the VP of a Fortune 500 company saying, “I’ve been following your content and have a project I think you’d be perfect for. Can we talk?” That one “lurker” DM turned into a six-figure contract.

That’s the magic of brick by brick content.

It’s not about hitting it big with one viral post. It’s about stacking trust one post at a time, so that your right-fit clients can raise their hand and say, I’m in.

Here’s how I approach content. As a trust-building system, not a chase for perfection or virality.

1. Start From Your Signature Offer

Your signature offer should be a mid-to-high ticket group program with scalability baked in. This kind of offer doesn’t just generate revenue, it anchors your entire content and marketing strategy.

Here’s why:

A signature offer isn’t just “one of many things you sell.” It’s your flagship, your marquee transformation. It’s the main result you’re known for delivering, the one that people associate with your name, recommend to others, and follow you for.

When you build your content around this core offer, you’re not negating your other services or downplaying their value. You’re establishing primacy, the powerful psychological effect of being the go-to person for something specific. 

When you’re known for a signature offer, you:

• Create a clear, consistent message that sticks in people’s minds.
  
• Become a trusted authority, which naturally accelerates the sales cycle.
  
• Reduce the confusion of “what does she actually do?” and make it easier for new leads to understand exactly how you can help them.
  
• Increase referrals and proactive demand, because people know what to send clients your way for.

Plus, when you focus on a signature offer first, you ensure your ecosystem is structured for maximum leverage. All your other offers, whether low-ticket, premium, or auxiliary services, can then complement and support that signature program, creating a natural ascension path for your clients.

In short: anchoring your content and strategy around your signature offer makes you the obvious choice in your space and gives you a streamlined, scalable system for building trust and closing sales faster.

Your signature offer should be:

• A curriculum base for consistent, replicable results.
  
• Group coaching for dynamic learning and shared breakthroughs.
  
• A private community for connection and proximity power.
  
• Optional 1:1 upgrades for those craving extra support.
  

For a fresh example, let’s use this made-up signature offer throughout the blog:

The Calm Canine Collective™: A 6-month group program for dog owners managing reactive or anxious pups, designed to transform their dog’s behavior from chaotic to calm and build a lasting bond based on trust.

2. Craft Your Messaging Pillars: Beyond Surface-Level Themes

Forget “educate, entertain, inspire.” You need messaging pillars that mirror the real, specific transformation your offer delivers.

For The Calm Canine Collective™:

• Root-Cause Reactivity: Why your dog is reactive (it’s not just bad behavior).
  
• Sustainable Training Systems: Building humane, long-term calm protocols.
  
• Confident Pack Leadership: Empowering owners to lead calmly and assertively.

These are the structural beams of the offer. They feed content ideas and naturally guide your audience from awareness to conversion.

3. Translating Your Pillars Into Scroll-Stopping Content

Now that we have our pillars, it’s time to turn them into content.

Think of each pillar like a little mind map, with the pillar at the center and post topics branching out. Each of these topics should explore different angles to fully develop understanding and authority around the pillar.

Here are some key angles you can use for any niche:

• Educational: Teaching core concepts, clarifying misconceptions, or sharing new insights.
  
• Story-driven: Real-life experiences, testimonials, or case studies that ground the concept in reality.
  
• Diagnostic: Helping your audience identify what’s going wrong or why they’re stuck.
  
• Mindset: Shifting beliefs, challenging assumptions, or offering reframes.
  
• Actionable: Step-by-step guidance or immediate next steps they can try.
  
• Indoctrination: Seeding your offer’s philosophy or key differentiator.

Now, here’s the key: you need to make these post topics audience-centric. Instead of speaking from your expert brain, translate each one into your ideal client’s language, the terms they actually use in their head when they’re scrolling.

But remember, your audience has leads at all levels of awareness. Some are at Level 1 (just realizing there’s a problem). Others are Level 2 (actively seeking a solution).

Some experts will tell you to focus solely on Level 2s – they’re closer to the sale, ready to buy, and need that high-conviction push. True. But if you only focus on them, you’ll leave a ton of potential buyers behind. You’re missing out on the leads who just need a little more nurturing before they’re ready to raise their hand.

Others say to focus only on Level 1s – because casting a wider net increases your reach. Also true. But if you do that, your advanced buyers will tune out, thinking, “I already know this.”

So, what’s the solution?

I like to balance the levels, keeping both in play at all times. That way, I’m consistently warming up Level 1s and capturing the interest of Level 2s, without feeling like I’m running in circles or missing anyone.

Here’s how it might look:

For example:

• Pillar 1: Root-Cause Reactivity
  
• Post topic idea: “Why traditional obedience classes aren’t enough for reactive dogs”
  
  • Level 1 hook: “If your dog keeps lunging and barking in public, it’s not just ‘bad behavior,’ here’s what’s really going on.”
    
  • Level 2 hook: “Here’s why obedience training alone won’t work for reactivity, and what will.”

You could:

• Use both hooks, but spread them out. One as a carousel post, and the other as an email or a follow-up post. Nobody will notice, and you’ll meet people where they are.
  
• Pick one level per post and alternate. Start with a Level 1, then next week, a Level 2. This keeps your content plan varied and covers the whole buyer journey.

Here’s the thing, I know content can feel like a giant puzzle, and me “level 1-ing” and “level 2-ing” you might sound like overcomplication. But hear me out on why this works in your favor.

• How many times have you sat down to plan content, only to think, “Ugh, I’ve already said this a million times”? (Good. That means you’ve found your core message. Now it’s just about dressing it up differently and sharing it again.)
  
• Or maybe you’ve asked ChatGPT for a few hooks and ended up torn because three of them are all accurate, just aimed at slightly different psychological levels of your audience. Guess what? Try them all. One can be your carousel cover, one’s a Reel, and one’s a Story, all in the same week.

By giving yourself permission to oscillate between levels of awareness, you’re creating a richer context on your profile and building a rapid path for every type of lead to move closer to readiness. It keeps your message sharp, your audience engaged, and your conversion rate growing, all without needing a zillion new topics or leaving any of your leads behind.

The Trust-Building Power of Brick-by-Brick Content

Now that you have your topics on the board – it isn’t about chasing a perfect, viral post. It’s about showing up consistently with content that compounds.

I call this Compounding Content where each post builds on the last, reinforcing your authority, deepening trust, and inching your audience toward conversion.

You’ll repeat yourself. You’ll say the same thing in different ways. You’ll add nuance. Why? Because your audience’s subconscious needs the repetition. It’s about stickiness and increasing their touch points with your brand and core solution, quickly.

4. 90% of Your Content Should Lead to More Content

Here’s the gamechanger: nearly every post should loop into something else.

It might be another post, a story, a highlight, a freebie, a DM prompt, or a keyword drop. The goal? To create a sticky ecosystem where someone sees your content, clicks into something else, grabs your freebie, and enters your nurture system.

Here’s the flow for The Calm Canine Collective™:

• A dog owner sees your post about reactivity.
  
• They click into another post breaking down the difference between fear-based and excitement-based barking.
  
• They sign up for your free guide, “5 Reasons Your Dog’s Reactivity Isn’t About Training, And What to Do Instead.”
  
• They join your email list, start receiving nurture emails packed with tips for calming reactive dogs, plus regular updates from your newsletter.
  
• Within a couple of weeks, they’re raising their hand to join The Calm Canine Collective™ because they feel understood, empowered, and already seeing progress.

My strategy focuses on indoctrination content that sells now AND nurtures new leads to convert, more efficiently than they would’ve without this bingeable ecosystem. It’s all about the sum of its parts – the consistent, looping ecosystem you create that makes your audience feel like you’re always one step ahead of what they need.

Want to craft a brand message that sticks like peanut butter to the roof of your mouth? Get instant access to my free, on-demand masterclass, Define Your Unique Sales Edge, and learn how to stand out, capture attention, and attract your dream clients.

GIVE ME THAT CLASS!

Here’s How to Start This Yourself

If you’ve been holding back because you’re waiting for the “perfect” idea, this is your nudge to quit overthinking.

Start with your signature offer, whether it’s dog training or brand strategy or visibility on Etsy, and break it down into messaging pillars that reflect its real transformation.

Map out content that bridges the gap between where your audience is and where your offer takes them.

Don’t wait for inspiration. Start with one post. Then another. Then another. Make each one loop into the next. Create a system where every piece of content compounds into authority, trust, and conversion.

Brick by brick, post by post, you’ll build a system that works for you so you can spend less time chasing engagement and more time closing sales.

And if you’re ready to skip the trial-and-error and get the full blueprint, Make It Online is your next step. Inside, I’ll walk you through creating a signature offer, mapping your messaging, and building a nurture system that does the selling while you focus on what you do best.

Ready to make your content work for you? I’d love to help you build it.