There's a common expression online:

Content is your credentials.

I can confirm this more than most.

Three years ago, I was a dentist staring in mouths for a living. Today, my writing business makes $500k/year, yet I have no business or writing qualifications.

The Internet doesn't care about your degree. It cares about your results.

It celebrates passion and persistence.

That's what makes Magnetic Writing powerful—you attract attention to your mission.

Your job is to prove:

• How you help
• What makes you different
• That you understand your customer
• And you’re worth investing in

Fail and you’re stuck in the crowd—shouting but not heard. Selling but not bought.

Succeed and content becomes a magnet for opportunity.

Let’s run through the 4 pillars of persuasive content:

• Personal
• Practical
• Polarising
• Proof

Personal

If you want to survive the next decade, personal content is crucial.

Why?

Because we're at the start of an AI revolution. Many careers may not even exist in 2 years. But the desire for connection is deep seated in our nature. The more we talk to robots, the more we will crave the human touch.

And so you must double down on personal perspective content:

• Share knowledge you earned though experience, not learned in a book
• Be open about your flaws and mistakes (without harming your biz)
• Frame your advice through stories
• Swap “How To’s” to “How I’s”
• Build in public

Nobody can compete with you at being you.

Practical

Some people say free content doesn't work. Horseshit. Bad content doesn't work. Content without a sales funnel doesn’t work.

Almost everyone I've paid helped me for free first.

The secret:

Don’t give away the keys to the kingdom, but share a taste of what your audience can achieve. They pay attention to your useful ideas, then pay you money to implement your systems.

And remember…

You don't need to be a pro to give useful advice. Don't write because you're an expert. You write to become one.

Polarising

Being useful and personal isn't enough.

Polarisation is one of the oldest bond-building tactics in the playbook. Religion, politics, nationalism—take your pick.

If you want people to stand with you, give them something to stand against.

We covered the power of polarity last week.

But before you re-read that email, let’s discuss the missing ingredient behind most people’s content:

Proof

Let me tell you a mistake I made last year.

I wasn't taking on high-ticket clients, so I didn’t see the point of posting much proof.

I wanted less commitments in my calendar, not more.

But marketing is a game of perception. And the Internet is full of fakers. This means the default state of an audience is skepticism.

You can't just talk the talk. You must walk the walk.

And most importantly, you must be your own cheerleader as you do it. Your profile should an ode to how you help.

Small wins are proof. Client interactions are proof. Podcast interviews are proof. Testimonials and case studies are proof on steroids.

Try my trust-litmus test:

If someone finds you on social media, how long does it take to see proof? How about your email list?

If it's longer than a minute, you have a business bottleneck.

Throw away the growth-guru tactics and write for your business instead.

(Last month, I changed my mind about the high-ticket clients. I launched a 12 month 1-1 mentorship plus a private coaching program to help with products. It’s been a lot of fun. I’ll share more about my thought process soon.)

Bringing it together

These four pillars belong at every touchpoint:

• Social media (bio, pinned posts, content)
• Email (lead magnets, welcome sequences, newsletter)
• Offers (products, community, coaching—in sales and delivery)

This persuasive pull helps you charge premium prices. It positions you as the go-to person in your niche. It keeps you top of mind amid infinite noise.

While others fight for attention, you'll attract an audience that search for you in their feed and inbox.

And that’s a powerful position to be in.

Now, so far in this series we've spoken about content.

Next, I'd like to talk about the most important mechanism a Magnetic Writer must understand:

Leverage.

It is the key to freedom—to making an impact at scale.

I’ll see you next time for more info.