How original thinking builds reader trust

On a recent trip to Costco with my kids we stopped for a free frozen pizza sample, and a few aisles later, two of those pizzas were in our cart. As anyone who has experienced something similar knows, free samples are one of Costco’s most effective sales tools. Research suggest they can boost product sales by up to 600%. That’s the power of reciprocity: Give people a taste, and they’re far more likely to come back for more. The same principle applies to content marketing—especially for lawyers. Many lawyers worry that if they share their best ideas, they’ll lose their edge. But clients (at least the ones you want to work for) aren’t looking to DIY their entire legal strategy and execution. They’re looking for evidence that you understand their problem better than anyone else. Giving away valuable insights—through articles, LinkedIn posts, webinars—doesn’t weaken your position. It strengthens it. That's because: - People buy after they know the answer—not before. - Thought leadership builds trust and familiarity at scale. - In a world of information overload, the real risk is obscurity, not oversharing. By publishing thoughtful, useful content, you’re giving potential clients a small sample of what it’s like to work with you. You’re showing them how you think, how you solve problems, and where you focus. And over time, that sample turns into trust. Trust leads to conversations. And conversations lead to clients.

Your audience is no longer knowledge-starved With AI tools like ChatGPT handing out summarized answers in seconds, information is no longer rare. I guess that’s why many brands are running away from Top of the Funnel(ToFu) content types. Well, I wouldn’t say scrap ToFu totally, because what’s rare now is original thinking. And with original thinking comes the desired mindshare. If you want your brand to own mindshare and be the name your audience thinks of first when they need insights, your content must do more than inform. It must connect, challenge, and convert. Let me introduce what I call “Mindshare Magnet Content.” These are content pieces that stick in the minds of your readers because they offer: ✔Clear answers they didn’t know they needed ✔A fresh or deeper perspective ✔An experience they feel, not just read So, how do you create Mindshare Magnet Content in an AI-saturated world? Start at the planning(outlining/briefing) stage with this checklist of smart, intentional questions: These questions are part of the “Reader's Obsession Inventory” checklist I use during content outlining. ✅ What has my/our audience already known about this topic? ✅ What do they believe that's partially true but needs more context or a mindset shift? ✅ What new insight or angle can I/we offer that they won’t find easily in AI-generated content? ✅ How should my/our content make them feel or think differently after reading? ✅ What specific question or pain point do I/we want to own in their mind? ✅ How can I/we back this up with a personal experience, real story, or data? ✅ What would make them bookmark or share this piece immediately? The goal isn’t to outwrite ChatGPT. It’s to outthink it. When you plan content around these questions, you’re not just creating content. You’re creating authority, trust, and memorability. 🧲 And that’s how your brand earns mindshare in a world full of information. What’s your strategy for standing out in this AI era? Have you ditched ToFu content pieces in your content strategy? I’d love to hear from you. #techwriter #techcontent #thoughtleadership #freelancewriter #contentstrategy #saascontentwriter #createwithpurpose

'Your strategy is killing your personal brand.' I said this to a client who was proudly showing me his LinkedIn engagement stats. His strategy? Reposting viral content 3x a day. Controversial take: Recycling others' wins won't build YOUR authority. Here's what I've noticed after managing 10+ personal brands: Even seasoned social media managers fall into this trap. They'd rather share 30 viral reposts than create 10 original pieces. Let me be clear: Reposting isn't bad.  Making it your entire strategy? That's brand suicide. After analyzing 100+ successful personal brands, here's the growth formula I've discovered: 1️⃣ Voice > Volume Create content that screams 'YOU.' Your unique perspective is your superpower. 2️⃣ Community > Comments Don't just collect reactions. Build relationships that last. 3️⃣ Stories > Statistics Share your failures, fears, and breakthroughs. Perfection doesn't build connection. 4️⃣ Evolution > Comfort Embrace new features early. The algorithm rewards the brave. 5️⃣ Consistency > Convenience Show up even when the motivation doesn't. Creating original content is uncomfortable. It's vulnerable. It's time-consuming. But here's what nobody tells you: Your most 'average' original post will build more trust than your most viral repost. Because people follow YOU for YOU. Not for your ability to spot viral content. Ready to build real authority? Start with one original post this week. P.S. Your perspective matters more than you think. #FreelanceToAgency #DigitalMarketing #Entrepreneurship #AgencyOwner #GrowthMindset #authority #PersonalBranding