What if the best way to get more clients wasn’t to promote your product, but to promote yourself—your story, your struggles, your humanity? In this episode, Matt and Chris Reynolds explain how using content to build trust and win clients can help you gain traction without cold calls, ad spend, or spammy tactics. You’ll learn how to create content that connects, how to pick the right platform, and how to move people from audience to clients—all by showing up as the real you. This episode is your blueprint for authentic, trust-based business growth.

Why Your Brand Isn’t Enough

Most entrepreneurs try to push their brand before anyone knows or trusts them—and wonder why it doesn’t work. But the truth is, people don’t follow brands. They follow people. This episode explains why your founder story is your most powerful marketing asset.

Matt and Chris talk about why being real and vulnerable online is the fastest way to become relatable—and why your story of struggle and growth is what potential clients are actually drawn to. Instead of building a shiny logo-first business, you need to build a human-first business.

Using Content to Build Trust and Win Clients

This is the heart of it: if you’re not creating content, you’re not building trust—and if you’re not building trust, you’re going to struggle to get clients. The guys dive into how content allows you to shift from cold leads to warm ones and how the funnel starts with visibility, grows through trust, and ends with conversion.

They give practical tips on how to build content around your real-life conversations, challenges, and insights, then distribute it strategically. Whether you’re B2B or B2C, using content to build trust and win clients is the most cost-effective and scalable way to grow a service business—especially when you’re just starting out.

Pick the Right Platform and Get Started

Feeling overwhelmed by where to post? Matt and Chris break down exactly where to go depending on your business model: LinkedIn and X for B2B, Instagram and Facebook for B2C, and TikTok or YouTube Shorts depending on your content type.

They explain how to pick one platform and get consistent before adding more—and how even basic tools (like a laptop and webcam) can help you create video content that builds credibility and trust. The real key? Start. Don’t wait for it to be perfect.

Repetition Isn’t a Mistake—It’s the Strategy

Worried about repeating yourself? Don’t be. Most of your audience doesn’t see your content the first time anyway. The guys explain how repeating core messages actually builds authority and brand recognition—and why even world-class CEOs like Jeff Bezos repeat the same points over and over.

They also show how reviewing your calendar, meetings, and DMs can help you create consistent, relevant content week after week. Consistency, not originality, is the foundation of effective content marketing.

From Content to Conversion

Content without a clear ask won’t get you clients. Matt and Chris close the episode with a breakdown of how and when to make the ask—without turning people off. They share their 80/20 rule: 80–90% value content, 10–20% call to action.

Transparency around pricing, services, and availability builds credibility. And if a post performs especially well? Boost it with $20–40 in paid promotion and add a soft CTA. That’s how you move from making content for attention to using content to build trust and win clients.