I polled my audience last week and asked what they wanted to hear about this week, and this was the clear winner. So let’s get into it.
You’re posting good content. People are watching, maybe even commenting, so your engagement isn’t dead. That’s a great first step. But the sales just aren’t coming in, or they aren’t coming in the way they used to. And it feels confusing because everyone tells you that good content is the answer.
Here’s the thing. Good content was never actually the problem. And that’s exactly why this is so confusing. You’ve been told over and over that if you post good stuff and get seen by enough people, sales will follow. But there’s a gap most people don’t even know to look for, and it’s not a content gap. It’s a trust gap.
Four Reasons This Might Be Happening to You
You’re asking for the sale before you’re actually trusted. Good content gets attention, it gets people to your page. But attention isn’t the same thing as trust. People buy from people they trust, not just people they’ve seen.
Your feed is doing all the talking, but your stories are silent. Your feed is great for awareness, especially during a launch or when you’re sharing a freebie. But stories are where the actual relationship and the sale happens, and most people are barely using them.
You’re skipping the in-between step. There’s a gap between “I see your content” and “I’m ready to buy from you.” That gap only gets filled by consistent, personal touch points, and that’s exactly where stories come in.
You’re not asking for the sale like a real person. If selling feels awkward to you, your pitch probably comes out feeling like a big broadcast instead of a conversation, maybe because it’s something you picked up from a coach at some point. People tune that out just as fast as they tune out an ad.
Practical Fixes to Start Closing the Gap
Start using stories as your trust building bridge. Show behind the scenes moments, use polls, ask questions, share voice notes, post day in the life content. Figure out what you’re comfortable sharing, whether that’s family moments or just behind the scenes of your business, and start sharing it consistently.
Track the right signals. Don’t just look at feed likes. Look at story replies, DMs, sticker interactions, saves, and shares. Those are your actual trust signals.
Set a weekly minimum for yourself. I’d recommend two weeks of real nurture and trust building in your stories before you pitch anything, then move into pitching about once a week in your stories.
The Mindset Shift
Selling is not pushy when trust comes first. It actually feels like a natural next step for the person on the other end. So if sales have felt hard or awkward for you, you’re probably not bad at selling. You might just be skipping the step that makes your pitch land.
Next week I’m breaking down some of the best performing sales content from my own posts and my clients’ posts, with actual prompts you can use. So stay tuned for that one.
Recap
- Good content builds attention, but it doesn’t automatically build trust
- Stories are your most underutilized trust building tool
- Fill the gap between people seeing you and buying from you with real touch points
- Ask like a person, not a billboard
Your Action Challenge
This week, post in your stories about things that aren’t selling anything at all. Use question boxes, polls, and sliders. Share something vulnerable you’re comfortable sharing, ask a question, or do a personal update. Then figure out where your trust gap actually is, is it your stories, your feed, or somewhere else, and come prepared with that answer next week.
And if you’re thinking you need this kind of guidance every single week, that’s exactly what Plug and Post is for. You get story prompts, feed posts, and extra audios every single week, so you never have to guess what to say again.
Resources:
The Plug & Post Instagram Content Membership: Instagram content ideas, picked by me (an IG strategist) every week based on what’s working RIGHT NOW… so all you have to do is film and press post! – Join here!
100 IG stories that sell – $17
Say Hi on instagram! @nicoleialeggio
Try Manychat- 1 month free offer HERE
