Writing Content That Builds Trust with Users

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

Most content marketing fails before the first word is written. Why? No one agrees on the story. You don’t need five themes or three pillars. You need one sentence. Start here: • Who do you help? • How do you help them? • What’s the outcome? Example: We help marketing leaders drive revenue growth by aligning campaigns with sales goals. Then layer in relational and operational stories. Let’s break it down. Operational Stories: These are the measurable ones They prove the value. - Increased pipeline by 40% - Cut onboarding time from 3 weeks to 3 days - Reduced CAC by 20% across campaigns These stories answer: “Will this actually work for me?” And then the relational stories: These are the human ones. They build trust. - Feeling confident going into a board meeting - Getting a “thank you” message from a new hire - Closing the laptop at 5pm without guilt These stories answer: “Do they get what I’m really going through?” Too much operational? You feel cold. Too much relational? You feel fluffy. Both? You connect and convert. You’re not just telling a story. You’re helping someone see what’s possible. That’s how content starts to work.

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

🔖 I have a problem with content briefs. For the most part, they’re built to help writers hit a word count, not help buyers make a decision. And that’s the/my problem. I’ve seen briefs that look like this: 📄 SEO keyword ✅ 📄 H2s mapped out ✅ 📄 Internal links ✅ 📄 “Make it engaging” ✅ 📄 Call to action at the end ✅ And still—the final piece didn’t help the buyer take the next step. Don’t get me wrong, I think the intent is good, but the execution is poor. So the question now is, what should a good content brief actually do? I believe it should act like a bridge: 👉 Between what your audience is searching for 👉 And what your sales team needs to close deals ➡️ Here’s what I mean. When I create briefs, I start with questions like: 1️⃣ What stage of the journey is this content addressing? 🎯 Is the reader still problem-aware, or are they comparing solutions? 🔖This affects tone, structure, CTA, everything. 2️⃣ What’s the underlying pain or trigger that led them here? 🎯 Are they overwhelmed with tools? Looking to reduce costs? Switching from a clunky competitor? 3️⃣ What objections might come up in their head as they read this? 🎯 That the tool’s too expensive? Too technical? Hard to implement? 4️⃣ What would sales say here if this was a live call? 🎯This one’s key. Because if content doesn’t echo sales insights, it’s not ready for revenue. 5️⃣ What’s one story, proof point, or stat that would instantly build trust? 🎯Real case studies, Reddit threads, G2 quotes, internal benchmarks—stuff buyers actually believe. 💡Now let’s get practical. Let’s say I’m writing a blog post for a tool like Freshdesk. ➡️ The topic is: “Zendesk vs Freshdesk: Which One Is Right For Your Support Team?” ❌ A generic brief would say: • Compare features • Use “Zendesk alternative” keyword • Add 3 internal links • CTA to book a demo ✅ A buyer-oriented brief would say: 📌 The reader is likely a VP of CX or Head of Support 📌 They’re frustrated with Zendesk’s siloed UX, long implementation, and tiered pricing 📌 Their internal question is: “Is switching worth the pain?” 📌 The main objection: “Freshdesk looks good, but will migrating mess up our ops?” 📌 Sales says this is the biggest hesitation 📌 Add a case study quote from a company that migrated in under 30 days with no downtime 📌 CTA should not be “Book a Demo”—it should be “See how [Customer X] made the switch.” Same topic. Same intent. Different impact. 💭 (I've attached a post-brief template I use specifically to understand how to approach content from the buyer's perspective.)

A client recently told me, “We’ve always done things this way, but now nothing’s clicking. What changed?” The answer is simple: The market evolved. Customer behaviors shifted. But their strategy didn’t adapt. Once we reevaluated their strategy, we made some key adjustments, and the impact was immediate: engagement spiked by 35%, inbound leads doubled, and they secured their largest deal to date. B2B doesn’t have to be cold or formulaic. Sales and marketing should never feel like a one-sided pitch. They’re about building authentic, human connections. I like to call this the “Connection-Driven Growth Approach.” Here’s how you can apply it: 🔸Listen First, Talk Later • Instead of pushing your message right away, start by listening to what your audience needs and struggles with. • Understand their challenges to craft a solution that resonates. How this helps: Builds trust and helps you tailor your messaging to what actually matters to them. 🔸Be Transparent and Authentic • Show your true values by sharing behind-the-scenes content, and admit when things go wrong. • Let your audience see the human side of your brand—people connect with authenticity. How this helps: Builds rapport and makes your brand more relatable and trustworthy. 🔸Share Stories, Not Just Stats • Use stories that showcase how your product or service makes a real difference in people’s lives. • Focus on the emotional connection your product creates, not just features. How this helps: Makes your brand more memorable and emotionally engaging, fostering a deeper connection. 🔸Engage in Meaningful Conversations • Don’t just broadcast—respond to comments, ask questions, and participate in discussions. • Show genuine interest in your audience’s opinions and experiences. How this helps: Encourages more engagement, builds relationships, and helps turn followers into loyal customers. 🔸Focus on Value, Not Sales • Share helpful tips, educational content, or useful resources before ever trying to sell. • Provide real solutions to your audience’s problems, not just your product. How this helps: Builds trust, adds value to your audience’s lives, and leads to long-term relationships that convert into sales. The truth? Growth doesn’t come from pushing products. It comes from fostering relationships and delivering real value. What’s one way you’re building connections in your marketing right now? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.