Tackling “I Don’t Know What to Write About” Head On...

🚨Free Live Masterclass: Thursday, January 8th

The 3 Biggest Mistakes Successful Founders Make When Building a Personal Brand, hosted by Clifton Sellers, a top 3 branding expert in the U.S.

Join us for a free live masterclass where Clifton will break down the exact roadmap he’s used to help agency owners, founders, and operators scale to $4M+ using content that builds trust, not just traffic.

What you’ll learn:

→ How to build systems that turn your expertise into authority
→ Why “just post more” is the worst advice out there
→ The playbook we’ve used with founders at Cal.com, Mighty Networks & more

📅 Thursday, January 8th

Reserve your free seat here

No fluff. No hacks. Just proven strategy.

Tackling “I Don’t Know What to Write About” Head On…

It’s one of the most common things founders say when they think about content:

“I don’t know what to post.”

I’m confident you’ll have a different perspective after reading this newsletter. Think about it this way:

• You’ve explained what you do on a sales call.

• You’ve broken down your process to a new hire.

• You’ve clarified your positioning in some sort of a pitch deck or investor deck.

• You’ve answered tough questions in the DMs.

• You’ve made a strategic decision on a team call.

All of those moments? That’s your content.

The problem isn’t a lack of ideas… it’s a lack of extraction.

Try this:

Look back at the last 5 real conversations you’ve had in your business. Ask yourself:

• What question did I answer that surprised someone?

• What explanation did I give that felt crisp and clear?

• What decision did I make that revealed my thinking?

• What objection did I overcome on a call?

• What message did I send that could help others like my ideal client?

Every one of those is a post, a short video, or a newsletter idea… waiting to be turned outward.

The best founders don’t “create” content.

They document their thoughts and go back to them when they need to create content.

And that’s how you can have endless content ideas.

Post a Client Win… Big or Small

You don’t need a big production to show that your work drives results.

This week’s experiment:

Post about a client testimonial or success story.

It could be:

• A client win you’re especially proud of

• A recent message or testimonial that stuck with you

• A before-and-after moment from someone you supported

• Even a quote from a client that says it better than you could

These “micro-moments” of transformation are easy to overlook, but they’re exactly what builds credibility over time.

Try sharing one this week. You’ll be surprised how many people show positive engagement.

People Want To Learn From People…

There’s a myth a lot of founders believe, especially when they start building a personal brand:

“I’ll start posting once I have it figured out.”

But the truth?

No one has it fully figured out.

And the ones who look like they do… are usually just better at polishing.

The best content doesn’t come from experts talking down.

It comes from operators talking honestly, sharing what they’re trying, testing, building, and learning in real time.

When you share:

• A lesson that clicked mid-project

• A question you’re wrestling with

• A change you’re making to fix something that isn’t working

• A win and the mess that came before it

You stop sounding like a pitch.

And start sounding like someone people want to follow.

Because people can’t relate to “perfect.”

So if you’re building in public… good.

Just remember: you don’t need to have it all together.

You just need to be real about where you are.

That’s where the best content lives, and it’s also where your audience will meet you.

74% of New Web Content Is Now AI-Generated

According to a 2025 analysis by Ahrefs, 74.2% of newly published web pages now contain detectable AI-generated content.

That’s nearly 3 out of 4 new pieces of content.

Another study by Graphite estimates that over 50% of English-language articles published in the last 12 months are primarily written by AI.

We’re entering a content credibility crisis… where information is abundant, but trust is scarce.

And in that environment, your voice becomes the differentiator.

Anyone can spin up an AI article.

Very few can share firsthand insight, experience, or point of view that actually means something.

What to do:

• Publish more content that only you could create

  → Opinions, frameworks, client stories, and lessons learned the hard way.

• Double down on human tone and specificity

  → “Fluff” is getting buried. Clear, real, and relatable always cuts through.

• Make your face and voice part of your content

  → People trust people, not faceless brands or AI blurbs.

As the web gets noisier, authority will come from visibility with substance.

Be the founder who actually shows up, and isn’t afraid to share what they know.

Legacy Builder — Our flagship content strategy and writing service. We help founders become the authority in their niche by building a repeatable system for newsletters, social content, and thought leadership that attracts clients and opportunities.

Ingage — The community & workflow system for building authority online. What if growing your brand was simple and structured? Ingage helps you run daily content campaigns, track results, and grow through community-driven support.

Subscribe to the Newsletter — If you were forwarded this email, make sure you don’t miss future editions. Subscribe today and get practical insights delivered weekly.

🤝 Get In Front of My Audience — With more than 85,000+ newsletter subscribers, 360,000+ X/Twitter followers, and 40,000+ LinkedIn followers, my team and I work with dozens of partners in unique ways to help them grow. Interested in a partnership, reply to this email “Partnership.”