Instead of polished ad creative, have the founder record a simple, direct-to-camera video on their iPhone announcing the sale. This authentic, personal approach often generates higher click-through and conversion rates by creating a friend-to-friend connection with the audience.

A critical mistake in content creation for sales is leading with a product pitch. Instead, content should share insights that highlight a customer's problem, sparking a conversation. This strategy positions the salesperson as a trusted advisor who guides the buyer to the solution, rather than just a vendor pushing a product.

Don't let the fear that "it's all been said before" stop you from creating. While the facts or tips you share may exist elsewhere, your personal story, experiences, and perspective do not. Your unique lens is your value proposition, allowing you to connect with an audience that needs to hear it from you.

Simply promising a desired outcome feels like a generic 'win the lottery' pitch. By first articulating the audience's specific pain points in detail, you demonstrate deep understanding. This makes them feel seen and validates you as a credible expert who can actually deliver the solution.

The term 'self-promotion' feels self-absorbed and can create anxiety. Instead, view content creation as a selfless act of providing value—either through entertainment or information. This shifts the focus from yourself to the audience, making it easier to share your expertise and stories authentically.

Instead of a feature-focused presentation, close deals by first articulating the customer's problem, then sharing a relatable story of solving it for a similar company, and only then presenting the proposal. This sequence builds trust and makes the solution self-evident.

The most critical skill for audience growth is not a specific tactic but the ability to empathize with your ideal customer. Understanding their pain points and feelings allows you to create content and offers that feel deeply personal and necessary, leading to higher engagement and more effective sales.

Founders often dread sales because they mistakenly believe their role is to aggressively convince customers. This "seller push" feels inauthentic. Adopting a "buyer pull" perspective, where you help customers solve existing problems, transforms sales from a chore into a collaborative process.

Stories are more than just engaging content; they are the most powerful form of proof. A story acts as a 'dramatic demonstration' of your point, showing rather than telling. Since customers buy based on proof, not promises, storytelling is a non-confrontational way to build credibility and drive sales.