In this episode, I’m joined by my friend and messaging expert Brandon Lucero for a powerful deep-dive into what really makes content convert. We go beyond surface-level strategies and into the psychology of messaging that drives demand—without relying on hype or constant how-to posts. Brandon breaks down his three levels of trust that every business needs to build with its audience, and how to shift from over-teaching to creating true resonance and relevance.
We talk about how to stop overwhelming your audience, the difference between encyclopedic content and TED Talk-level impact, and why self-identifying content is one of the most effective ways to generate demand before ever mentioning your offer. Brandon also shares practical examples of how to structure your messaging, content, and even Reels to attract aligned clients who are ready to buy—not just engage. If you’re ready to stop chasing attention and start creating true connections and conversions, this episode is a must-listen!
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KEY POINTS:
00:41 Meet Brandon Lucero: Messaging Expert
01:41 The Importance of Messaging in Business
03:06 Understanding Effective Communication
05:46 Levels of Trust in Messaging
10:16 Creating Hyper-Relevant Content
13:30 Building Deep Connections Through Storytelling
15:33 Practical Tips for Top of Funnel Engagement
17:33 Creating Engaging Content Quickly
17:59 The Importance of Specificity in Communication
19:00 Building a Content Ecosystem
20:56 Balancing Connection and Call to Action
22:24 Self-Identifying Content and Trust Building
26:52 Effective Webinar Strategies
28:33 Current Trends and Overused Messaging
32:23 Conclusion
QUOTABLES:
“ Yes, information's important. Intellect is important. Using your expertise to really showcase and break down processes in a logical way that is digestible for someone to understand is important, but that doesn't always lead to a sale.
In fact, a lot of times that can kind of put you in the friend zone where people are engaging with your content. Maybe they find you valuable. They find you inspiring, they think that you're really smart, but they're not buying from you.” - Julie Solomon
“ When it comes to information, I always talk about teaching concepts. Don't teach them how to actually do something, but what's the concept they need to learn? And then if you follow it up with like a metaphor or analogy or something like that, now the brain automatically goes, oh, that makes sense. I get that” - Brandon Lucero
GUEST RESOURCES:
Brandon Lucero
@iambrandonlucero
The New Generation Entrepreneur
RESOURCES:
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