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For the past year, I’ve been obsessing over ONE thing: what truly builds authority and trust? You may have noticed it in this newsletter — I’ve always talked about playing the long game, but I’ve been rather slow (meta, I know) at conceptualizing what that means beyond how much time it takes.

I see authority and trust as the anchors for a profitable long game. Without them, the game is just slow.

And content is the linchpin. Whatever your platform or format of choice, you need a few different types of content to get people to trust you and buy from you.

We’ll get to them in a second, after a message from today’s partner, who adds the positioning layer to this issue about content. It’s a take on trust-building that I wholeheartedly resonate with.

📣 Brought to you by 📣

A League of Your Own

If you’ve been around here a while, you know I’m a sucker for anything that helps people build real trust — not the performative kind.

This is why I'm thrilled to share A League of Your Own, a free private podcast for entrepreneurs who refuse to blend in.

In three short, bingeable episodes, you’ll learn how to build trust at scale, position yourself as the perfect match for high-value clients, and close the subtle trust gaps capping your growth — so you can turn new audiences into your next wave of clients.

It’s created by Natalie Koussa, a Podcast Guesting and Positioning Strategist who’s helped 100+ entrepreneurs build trust at scale by speaking on top podcasts.

Reply and let me know which was your favorite episode and I'll tell you mine!

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Want your name up here? Reserve your slot!​
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“I publish a lot of content but it doesn’t generate any leads” — have you ever said this? Have you thought it?

I know a lot of people in this space have. After working with dozens of solopreneurs, I saw that the no. 1 reason why this is happening is that you’re attracting attention, not authority.

Attention is what gets people to stop scrolling. Authority is what gets them to stay, listen, and eventually buy.

[A good primer on getting vs retaining attention].

Last week, we spoke about visibility and getting discovered. Today, we’re talking about turning that visibility into trust and revenue.

The 4 types of content you need

Every piece of authority-driving content falls into one of four types. The key, however, is to turn them into a flywheel, an ecosystem, not a content soup.

1. Point-of-view (POV) content

This is your “why” — the thought that reframes how your audience sees a problem.

POV content is about belief shifts. It doesn’t tell people what to do — it makes them think differently about what matters.

It’s philosophy with teeth. The kind that moves people from “that’s interesting” to “that’s so true.”

Why it works: POV content is common enough to be understood, yet strong enough to set you apart. It emphasises originality and conviction — perfect for solopreneurs.

It ties back to the BIG idea and your contrarian takes — the kind a lot of people are too afraid to post.

Examples from my newsletter archive:

• The Resonance Principle — my manifesto, an in-depth essay about how I see trust-building marketing.
• Bad products (are not what you think) — challenges the common belief that marketing and product are separate.

Pieces like this are authority building blocks:

• They make people think “they see the world differently”
• They’re great for awareness — one essay like this can bring hundreds of new people into your audience is distributed properly.
• And when people truly resonate with it, they don’t need a pitch — they self-select into your world.
• Through them, people start associating your name with a concept.

PSA: Most people confuse POV content with opinions. They’re not the same thing. Opinions are noise; perspective is positioning.

2. Evidence content

Once people believe your idea might be smart, they need to see proof that you’re not just good at philosophising online.

Evidence content is your data, your case studies, your “this actually worked” moments.

Evidence content is what turns opinions into credibility.

Don’t think about social proof only as the testimonials you add to your sales pages. Add them everywhere, including to get more credibility for your content, like a newsletter or a lead magnet.

Write about some experiments you ran.

Talk about client results and what it took to get them there.

Talk about your own business growth.

Examples from my newsletter archive:

• Yearly recaps, where I talk about audience and revenue.
• Or deep dives on my product launches.
• Hundreds of testimonials I use on almost every page, email or social media post I publish. I use Senja (aff) to collect, store, and make them look pretty.

I’m very transparent about my business and I like to make sure that every “evidence” issue is both trust-building and educational for my audience. You need to learn something from it, even if it’s just learning from my mistakes.

The ultimate goal of evidence content is to build credibility. POV content gets people to trust your opinion. Evidence content positions you as the solution owner — because you’ve helped others achieve desired outcomes.

If you go all-in on something, make it this one. Make your evidence content so obnoxious that it’s hard to ignore.

3. Human content

“Humans buy from humans, not faceless brands”, we say, and then go on to act like a faceless brand.

Human content is where you show the messy middle — your behind-the-scenes, lessons, mistakes, and “oh crap” moments. Unlike evidence content, this isn’t always a success story.

Think: not “Here’s what you should do,” but “Here’s what I learned the hard way.”

Candidly, this type of content is the hardest for me to do, especially on social media.

But I just told a few people in a mastermind I was in recently that I’m committed to “being less of a teacher and more of a person”.

I’ve spoken before about my disdain for performative vulnerability, so this is definitely not the direction I want to go in. You CAN be influential without becoming a personal brand cliche. And without abusing audience tuning.

Why do it? Well, for a few reasons:

• Human content builds emotional connection, which is VERY important in establishing authority.
• It also builds engagement across platforms.
• It fosters loyalty — because, again, people are loyal to humans, not faceless brands.

4. Method content

If POV content is your “why,” Method content is your “how.”

It’s methodology that complements the theory in POV content. These are your frameworks, processes, and repeatable loops that make your thinking usable.

Method content is how your audience practices your beliefs. It answers “Okay, I believe you… Now how do I do it?”

Examples from my newsletter archive:

• Minimum Viable Content Calendar — broke down how to plan your content when you don’t have ages to spend on creating and distributing content.
• What’s working on LinkedIn right now — an overview of how the LinkedIn algorithm works and how you can leverage it.

The goal of Method content is to build practical authority. You don’t just know the theory, you’ve applied it for yourself and, ideally, for your clients.

Along with Evidence content, this is the best vehicle for converting trust into sales.

How to layer these four types of content

You might think that if you need to make sales, you should post Evidence content. If you need to attract more eyeballs, you should go for POV content.

Fair, but you need diversity.

If you only post Evidence content, you’ll look like a salesperson with a spreadsheet fetish.
If you only post Method content, you’ll sound like a manual, not a human mind.

And so on.

Think of them as a parts of a balanced diet. On a “healthy” plate, you have protein, fiber, and carbs. The same goes for these types of content - in real life, they’re not separated.

For example:

• Evidence content can be a standalone piece, but you’ll usually find it sprinkled in other types as well. (I usually have a testimonial at the end of all my newsletters.)
• POV content and have a section where you offer a quick implementation strategy.
• Method content should open with the “why” aka POV content.
• Human content shouldn’t be trauma pr0n. Share your deepest darkest if you must, but always consider whether sharing it will add to the trust/connection bank or deplete it.

Ideally, you should have all of these every week for a well-rounded strategy – just like you need a colorful plate for a balanced diet.

In practice, however, you will skew one way or the other — more Evidence content during launches, more human content when you’re focused on audience growth, and so on.

The key is to remember the balance whenever you don’t have a huge goalpost in front of you.

These four types of content do everything for your audience:

• Ideas make people think
• The method to implement the ideas
• Proof that they work
• Stories that make them care.

This is how you layer meaning and get people to stop, notice, and buy, not by massaging social media algorithms.

You can do this by the end of the week

Pick one of your core ideas (POV content).
Ask yourself:

• How can I show it working (Evidence)?
• What story taught me that lesson (Human)?
• How can I turn it into a repeatable system (Method)? [Don’t force this one; not every win can become a methodology.]

You just planned your next week of content without having to come up with anything brand new.

✋ Limitations

Just one limitation, in fact: TIME. It takes time to generate trust.

Sure, people may love your first piece of content, whichever of the four categories it falls into. They may even love your third or your seventeenth.

But it will take time for them to trust you. And especially to move from trusting your opinion to trusting you with their money.

Build your own profitable content engine

If you want to turn this framework into a repeatable, revenue-driving system — not just a nice theory — check out The Profitable Content Engine.

It’s the system that helps you build content that opens wallets without the sleaze or the burnout.
​You’ll learn how to:

• Pull endless, high-converting ideas straight from your audience’s struggles
• Write less but sell more
• Turn every post into a cog that does its job
• Distribute your content strategically so it keeps selling in the background

Plus, it comes with Convertly Lab, my custom GPT sidekick. It’s not ChatGPT with lipstick. It’s an AI strategist trained on my best content and frameworks (and a healthy dose of conversion psychology).

Convertly Lab helps you:

• Extract pain points from your audience like a pro
• Turn vague ideas into revenue-generating content
• Repurpose intelligently so every post works harder for you

It’s fast, strategic, and ruthless about saving your time without sanding off your voice. It's not just me saying it:

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👉 Get instant access to The Profitable Content Engine

🔦 Community spotlight

One of my blindspots is tolerance. And yes, it's holding me back because "you think you're stuck because you're expecting transformation to happen at the speed of your ambition". Damn, this hit home.

The quote above is from my High Performer's Blind Spot Quiz results. The whole thing is eerily accurate and it's given me food for thought for weeks. The quiz is created by my brilliant friend Susan Lee and you can take it here. It will tell you what your blindspot is and how to address it.

If you feel like it, hit reply and share your results with me. Whether you do it or not, I encourage you to take the quiz because, in Susan's words, "you can't fix what you can't 👀 see".

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That's it from me today! See you next week in your inbox. Here to make you think, Adriana ​

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