I Spent 2 Years Creating Content That Got Likes But Made Zero Money

Thousands of impressions. Hundreds of comments. People telling me "great post!" in my DMs.

Pipeline generated from all that content? Basically nothing.

The content was good. The engagement was real. But nothing moved anyone closer to buying. I was getting attention without converting any of it.

Then I found a framework that completely changed how I think about every piece of content I create.

Not "content marketing." Content that SELLS.

Here's the short version: there are 4 specific ways to transition from giving value to making revenue. Most founders use none of them. They just teach, publish, and hope something happens.

Hope is not a sales strategy. So here are the 4 that actually work.

Type 1: Give Value → Purchase Required

Teach something genuinely useful. But structure it so they need your product to actually implement it.

Example: "Here's the exact post-call follow-up framework that closes 3x more deals.

Step 1: Record the call.
Step 2: Pull the 3 moments the prospect leaned in.
Step 3: Build a branded page with those moments, your proposal, and a case study. Step 4: Send one link instead of 5 attachments."

That's real value. Someone could technically cobble it together with screenshots and Google Docs. But the natural next thought is "what tool makes this take 30 seconds instead of 45 minutes?"

You didn't pitch. You taught. And the product sold itself.

Type 2: Tell What/Why → Sell the How

Give them the full roadmap. Every step. Then offer two paths: do it manually (hard, slow, painful) or do it with the tool (fast, easy, done).

This works because you're not hiding anything. You're saying "here's exactly how to do this. You can grind through it yourself... or you can shortcut it."

Most founders are afraid to give away the full playbook. But the opposite is true. The more you give, the more they trust you. And the more they trust you, the more they want the easy path.

Type 3: Teach Everything Leading Up

Teach all the skills that come BEFORE the purchase. Don't sell. Just keep teaching until the gap is so obvious they can see it themselves.

How to research prospects. How to run great discovery calls. How to identify buying signals. How to craft your messaging.

Then: "Now you need somewhere to send all of this… your proposal, your case study, your demo recording… in one place they'll actually look at."

You don't even have to say "buy this." The hole in their process is staring them in the face.

Type 4: Show the Hard Way → Sell the Easy Button

I call this the backhoe method. Show someone how to dig a well by hand. Every painful step. Then offer them the backhoe.

Here's what most founders do after a sales call:

1. Open Google Docs. Create a new doc.

2. Paste notes from the call. Format them.

3. Open Canva. Try to make it look decent.

4. Record a Loom walking through the proposal.

5. Upload the case study PDF somewhere.

6. Compose an email. Attach everything. Pray it doesn't hit spam.

7. Wait. Check if they opened it. They didn't. Follow up blindly.

Total time: 45 minutes. Zero idea if they even looked at it.

Or: hit one button. Get a branded page with your recording, proposal, and case study. One trackable link. Sent in 30 seconds. You see exactly who viewed what and for how long.

You can dig the well by hand. Or use the backhoe.

The Shift That Changed Everything

Here's what changed for me when I started thinking about content this way.

Every post, every email, every video now has a selling strategy baked in. Not a pitch slapped at the end. A deliberate transition from value to offer that feels natural because it IS natural.

The content teaches. The product delivers. And the CTA is just a bridge between the two.

If you're creating content that gets engagement but doesn't move pipeline, it's not a content problem. It's a selling strategy problem. You're missing the bridge.

And if you want to see what "content that sells" looks like in practice… a branded follow-up page that records your calls, builds proposals automatically, and shows you exactly who's engaging with your content… book a 15-minute demo with our team. We'll walk you through the whole thing.

Book a 15-Minute Distribute Demo →

muchas gracias,
Andy

PS… If the bigger gap for you isn't follow-up tools but the whole system… content, outbound, positioning, closing.. that's what Brand30 is. I teach the entire founder-led sales machine in 30 days. Next cohort starts Feb 23. Check out Brand30 →