3 signature content types that build trust

Find Your Superpower newsletter 097

Read time: 3 minutes

Topics covered: Professional services, trust building, personal branding

Hey there! This is Juliana, jetlagged and back in Singapore after a week at a content marketing conference in the US.

My head is swirling with new ideas and new connections that I’ve made in the past week. I can’t wait to bring them into my 12-month Brand Builder Mastermind community of ~200 industry professionals.

I feel especially motivated today to explain to you the basic ingredients that have helped me to go from 0-100K on both Instagram and LinkedIn: signature content.

What even IS signature content?

Before we dive in, let me explain what signature content is: signature content isn’t just any content. It is content that people immediately associate with YOU.

Think about it like this: a chef has their signature dish and a musician has their signature style.

According to the Merriam-Webster dictionary, signature (adj.)  means "closely and distinctively associated and identified with someone or something." 

If you’re using generative AI to create commodified, generic content, then you’re doing exactly the opposite of building a distinctive personal brand. 

Why signature content matters

In today’s digital landscape, potential clients and recruiters must interact with us multiple times before making a buying or hiring decision.

Google’s research calls this the "7-11-4 rule":

• 7 hours of interaction
• 11 touchpoints across different platforms
• 4 separate locations where they engage with your brand

The goal of this exercise is to build up trust and turn casual viewers into buyers. This conversion is especially important for those of us selling professional services (coaching, training, speaking, consulting) in highly technical industries (law, finance, accounting, management) because our clients must trust us before they will be willing to buy from us.

They must believe that we are the experts. They must believe that we will diagnose their problem and suggest to them an effective solution. They must also believe that we will present them with a fair offer that won’t rip them off.

Signature content is what helps us create that trust with our prospective buyers.

Signature vs. generic content

Those AI-generated LinkedIn carousel posts about "5 ways to boost productivity" that have overrun your LinkedIn feed?

That’s NOT signature content. Signature content is uniquely YOU. It can’t be easily replicated because it stems from your one-of-a-kind lived experience and perspective.

It’s the difference between chasing meaningless "likes" and being the trusted expert that people seek out to help them solve their problems.

Now for the practical part: how do you actually create signature content that resonates? Here are three basic types of signature content:

1/ Your face (yes, really)

There are still folks among us who believe they can close $5-10K contracts despite having very few images or videos of themselves online.

In an era where online scams are all-pervasive, we are much less likely to trust someone whose identity we are unsure of, let alone open our wallets to them.

I know it can feel uncomfortable to put yourself out there. A mantra you can use is "My face is my fortune" (credit to Denise Duffield-Thomas for that one!).

Here’s what you’ll need:

• Professional photos for your LinkedIn profile and posts
• Photos of you speaking at industry events for credibility and social proof
• Short video reels are especially powerful in creating strong connections

The truth is, photos alone aren’t enough to build true connection these days. Your potential clients expect video content from you, even if it feels challenging at first. 

Remember: it’s OK to feel awkward at first. Growth stems from discomfort!

2/ Your origin story

Your competitors can plagiarize every piece of content you create (sadly, it happens all the time), but they can’t take away your origin story. Your origin story is your unique DNA!

Share origin stories about your:

• Transformation journey from fresh graduate to veteran expert
• Career pivots and the failures along the way
• Gratitude for your colleagues, bosses and mentors 

Share the conflicts and hurdles you experienced along the way, how you resolved them, and the lessons you learnt.

Remember: stories > statements and facts in building emotional connection and trust.

3/ Signature content formats

The best signature content showcases your expert knowledge and follows consistent formats that you can produce regularly. Some simple and repeatable formats include:

• Problem-Solution: "Tariffs are going to make life more expensive. Here’s how you can still afford your summer vacation without going broke" (@yourrichbff)
• Before-After Transformation: Showcase the remarkable results your clients achieve when they work with you (think fitness transformations, but for your area of expertise)
• Hot Takes: Contrarian views that trigger engagement (but no embarrassing rants please, we are looking for thoughtful discussions)

People who’ve mastered signature content include finance content creator Ramit Sethi, who built his brand around the unique angle that you should spend on what you love (your “rich life”) while cutting ruthlessly elsewhere. Ramit stands out among finance experts who mostly preach frugality and saving money.

Remember: before you can make great content you will make good content, and before you can make good content you will make bad content. Start now and don't look back!

Starting small, thinking big

If you’re feeling inspired but unsure how to implement all of this, I’ve got something special for you.

For the past few years, I’ve helped entrepreneurs and industry professionals just like you build powerful personal brands. Now, I’m bringing together all my knowledge, resources and VIP connections in one place: my 12-month Brand Builder Mastermind.

Imagine a simple virtual subscription that gives you access to world-class experts and mentors who will guide you on how to build a brand, speak & write better, and make money from it. 

Unlock 50+ live workshops, clinics, book clubs, members’ forums and fireside chats with top coaches and speakers, accessible virtually from anywhere in the world.

PS: we are opening our April cohort for enrollment on 14 April. Would you like to sign up for early access and get April 2025 free?

Email me for VIP access. 🚀