Build Your Business Podcast: Episode Summary

Episode Title: Using Content to Build Trust and Win Clients
Release Date: July 4, 2025
Host: Matt Reynolds
Co-Host: Chris Reynolds

Introduction

In this episode of the Build Your Business Podcast, Matt and Chris Reynolds delve into the pivotal role of content in establishing trust and securing clients. Geared towards early-stage business owners and startup founders, the discussion offers actionable strategies to transition from fear to freedom in business growth.

The Power of Founder Branding

One of the central themes discussed is the concept of Founder Branding, inspired by the book Founder Brand. Matt emphasizes that “people do not follow brands on social media. They follow people” (01:41). This principle underscores the importance of personal storytelling over traditional brand marketing.

Chris adds, “Being a founder in today's world is a celebrity position” (03:26), highlighting that even if your audience doesn't initially know you, your personal narrative can attract and engage them effectively.

Key Takeaway:
Building a personal brand as the founder creates a relatable and trustworthy connection with your audience, which is essential for client acquisition.

Storytelling and Vulnerability

Matt and Chris underscore the significance of authentic storytelling. They argue that sharing personal struggles and failures makes the founder more relatable and human.

Matt shares his own experience with anxiety around content creation, stating, “The only way to really overcome anxiety is to do the thing you're scared of” (11:02). This vulnerability not only builds trust but also encourages others to engage with your brand.

Chris echoes this sentiment, “You need to lean into this idea of the founder brand... try to tell your story on social media” (04:51). By being honest about challenges, founders can foster deeper connections with their audience.

Key Takeaway:
Authentic and vulnerable storytelling is crucial in building trust and relatability, which are foundational for winning clients.

Practical Content Strategies

The hosts provide actionable strategies for content creation tailored to different business models:

• For B2B Businesses:
  Focus on platforms like LinkedIn and X (formerly Twitter). Chris recommends starting with LinkedIn, despite initial fears of sharing content among business associates, because it's where your target audience is most active (14:00).

• For B2C Businesses:
  Utilize Facebook, Instagram, TikTok, and X (Twitter). These platforms cater to a broader consumer base and support diverse content formats.

Content Creation Tips:

1. Timeboxing:
   Matt advises “timeboxing” (16:33)—scheduling dedicated time slots for content creation to ensure consistency and prevent procrastination.

2. Leverage Daily Activities:
   Extract content ideas from your daily interactions and tasks. Matt suggests, “go back, look at your calendar... What questions did your customers ask?” (16:29), using these insights to address common pain points in your content.

3. Short-Form to Long-Form Funnel:
   Create short, impactful pieces of content (30-60 seconds) that lead audiences to engage with longer, more detailed content (e.g., podcasts, blog posts). This approach builds a comprehensive content ecosystem that nurtures leads through various stages (29:37).

Key Takeaway:
Tailor your content strategy to your business model and leverage daily interactions to create consistent, relatable content that guides potential clients through a trust-building funnel.

Overcoming Content Creation Fear

Both hosts discuss the prevalent fear of putting oneself out there on social media. Chris shares his personal journey, “I was terrified... I was terrified to be seen, to be perfectly honest” (08:59). He overcame this fear by working with a content production company, which helped him consistently generate and share valuable content.

Matt adds, “If every single post you make asks for a sale, you're going to lose a bunch of followers” (32:06), emphasizing the importance of balancing content and calls-to-action (CTAs) to maintain engagement without overwhelming the audience.

Key Takeaway:
Facing and overcoming the fear of content creation through consistent practice and strategic partnerships is essential for building trust and winning clients.

Building and Sustaining Trust

Trust is a recurring theme, with Matt highlighting that content “sets you apart as an expert in the field” (21:31). This expertise, established through valuable content, facilitates easier conversions when asking for sales.

Chris complements this by stating, “When you get on your very first sales call, the trust thing is done” (31:05), illustrating how prior content engagement can warm leads and enhance conversion rates.

Engagement Strategies:

• Respond to Comments:
  Engage actively with your audience by responding to comments and messages to foster a community.

• Handle Trolls Wisely:
  Avoid feeding trolls by not responding to negative comments, maintaining a positive and professional online presence (35:28).

Key Takeaway:
Consistently providing valuable content builds trust, which is crucial for converting engaged audiences into clients.

Consistency and Longevity in Content Creation

Matt and Chris stress the importance of consistency over high production values. They argue that "the quality of the production value is actually far less important than the quality of the value of the content you put out" (24:18). Utilizing affordable tools and maintaining a steady content schedule can yield long-term benefits.

Chris shares his success story, noting an immediate increase in inbound leads after consistently posting content on LinkedIn. This momentum eventually attracted completely random strangers to his funnel (27:15).

Long-Term Commitment:
Building a sustainable content strategy requires dedication over years, not just weeks or months. Consistency helps in establishing a recognizable presence and trust over time.

Key Takeaway:
Maintaining a consistent and long-term approach to content creation is more impactful than sporadic, high-quality production efforts.

Effective Use of Calls-to-Action (CTAs)

While content is king, Matt and Chris emphasize the necessity of strategic CTAs to drive conversions. They recommend keeping CTAs subtle and infrequent, with only 10-20% of posts containing direct sales pitches (40:19).

Examples include:

• Directing audiences to your website
• Inviting them to sign up for newsletters
• Offering limited-time discounts

Chris advises focusing on "soft CTAs" that seamlessly integrate into content without being overly aggressive.

Key Takeaway:
Balanced and strategic use of CTAs within valuable content facilitates smoother client conversions without alienating your audience.

Conclusion and Final Thoughts

In wrapping up, Matt and Chris reinforce the interplay between content creation, trust-building, and client conversion. They advocate for authentic storytelling, consistent content strategies, and balanced CTAs as the pillars for transforming fear into business freedom.

Final Notable Quote:
Chris succinctly captures the essence: “You have to make the content and you have to be okay with making the ask to convert those clients” (40:19).

Key Takeaway:
Effective content strategies, rooted in authenticity and consistency, are essential for building trust and attracting clients, ultimately driving business growth.

Notable Quotes with Timestamps

• Founder Branding:
  “People do not follow brands on social media. They follow people.” — Matt Reynolds (01:41)
  “Being a founder in today's world is a celebrity position.” — Chris Reynolds (03:26)

• Overcoming Fear:
  “The only way to really overcome anxiety is to do the thing you're scared of.” — Matt Reynolds (11:02)
  “You need to make the content and you have to be okay with making the ask to convert those clients.” — Chris Reynolds (40:19)

• Content Consistency:
  “The quality of the production value is actually far less important than the quality of the value of the content you put out.” — Matt Reynolds (24:18)

Time References

• [00:34] Introduction Begins
• [01:04] Dive into Main Topic
• [01:41] Founder Branding Concept
• [03:26] Significance of Founder as a Celebrity
• [04:42] Importance of Founder-Brand Connection
• [07:39] Emotional Stories and Vulnerability
• [14:00] Platform Selection for B2B vs B2C
• [16:33] Timeboxing and Content Generation
• [21:31] Content as Expert Establishment
• [24:18] Consistency Over Production Quality
• [27:15] Practical Content Strategies and Inbound Leads
• [31:05] Building Trust Before Sales Calls
• [35:28] Handling Engagement and Trolls
• [40:19] Balancing Content with CTAs

By integrating these strategies, business owners can effectively use content to build trust, foster relationships, and ultimately win clients, transforming their entrepreneurial journey from fear to freedom.