The Bottom Line

Read time: 3.5 minutes.

Hey Reader,

Let’s talk content strategy. Specifically, let’s break down a practical, no-fluff framework to guide the content you put out into the world. Because let’s be honest, the biggest challenge most of us face isn’t a lack of ideas; it’s knowing what kind of content actually moves the needle.

Now, I call this the Key Content Framework. It’s not about churning out random posts to keep your feed alive. It’s about putting out purposeful content that’s a magnet for your ideal client—the fast-moving solution seeker who wants to work with you yesterday. Here's how you do that.

The Big Picture: Train Your Market

Here’s a reality check: every piece of content you create—whether it’s a social media post, a video, or an email—isn’t just marketing. It’s also training your market on how to interact with you.

For example:

Webinars: If you always offer a replay, you’re teaching people not to show up live.
Sales Calls: If you let prospects dictate the pace or the agenda, you’re training them to bulldoze you, which sets the stage for difficult client relationships.

Every interaction is a lesson for your audience. So, if you want to attract fast movers who respect your time and expertise, your content needs to reflect that.

The 3 Pillars of the Key Content Framework

When it comes to crafting content, focus on these three key pillars: Connection, Proof, and Value. Each plays a distinct role in attracting and converting your dream clients.

1. Connection: Share the Human Behind the Brand

We buy from people, not faceless brands. This means your audience needs to feel connected to you as a person.

Connection content is all about showcasing who you are, what you value, and your unique perspective on life. Share your quirks, your story, your “why.” Maybe it’s a quick post about hiking with your kids, or a story about how your dog has become an unofficial mascot for your brand.

Here’s a real example: Tim shared a video of his son playing hockey, with a reflection on what it meant to him. Will it directly lead to a sale? Maybe, maybe not. But what it will do is build trust and connection. It tells his audience, “Hey, I’m just like you—a human with a life and values.”

And here’s the kicker: Connection content doesn’t need to appeal to everyone. In fact, it shouldn’t. It should resonate deeply with the people you want to work with and repel the ones you don’t.

2. Proof: Show Them It Works

Case studies and testimonials are your bread and butter here. Your audience doesn’t just want to know you’re good at what you do—they need proof that you can get results for people just like them.

The trick? Don’t just post “Hey, Darcy made $1M working with us. Yay!” Context is king. Share the whole story:

Where was Darcy when he started?
What challenges was he facing?
What specific steps did he take?
What results did he get?

For example: “Darcy came to us frustrated, trying to make land development work without a big team or deep pockets. Through our framework, he rezoned a piece of vacant land and turned it into a six-figure deal within six months. No contractors. No headaches.”

See the difference? It’s not just about the numbers—it’s about showing your audience, “Darcy was just like you, and this is how he did it.”

3. Value: Share Your Big Ideas

This one’s crucial, especially for solution seekers. The value content you put out should give your audience an “aha!” moment—something that shifts their perspective and makes them think, “Wow, I’ve never thought about it that way.”

Important note: Value content isn’t the same as step-by-step “how-to” guides. If your goal is to attract fast movers, they’re not looking for free tutorials. They’re looking for big ideas that inspire them to take action and trust you as the person who can guide them.

For instance, instead of teaching the mechanics of running Facebook ads, you might explain the difference between information seekers and solution seekers. Or why traditional funnels repel high-ticket buyers and what to do instead. The goal is to make them think, “No one else is saying this. I need to talk to this person.”

Why This Works: It’s About Resonance, Not Reach

When you create content with Connection, Proof, and Value, you’re not just throwing spaghetti at the wall to see what sticks. You’re speaking directly to your ideal client in a way that builds trust, eliminates objections, and inspires action.

Here’s a quick recap:

Connection: Show your audience who you are and what you value. Be human.
Proof: Share case studies and testimonials that highlight real results with context.
Value: Offer ideas that challenge your audience’s assumptions and position you as the expert.

Putting It All Together

Let’s say you’re putting together a video ad. You might start with a quick connection point (“Hey, I’m John, and I’ve been helping real estate investors like you...”). Then you transition into proof (“Let me tell you about Darcy, who turned a vacant lot into six figures with our framework…”). Finally, wrap it up with value: a big idea that shifts their thinking (“Here’s why traditional real estate strategies are holding you back…”).

This framework doesn’t just apply to ads. Use it for social posts, newsletters, webinars—any piece of content you create.

Remember: Every piece of content is an opportunity to teach your market how to work with you. So, if you want fast movers, you need to move fast too. Keep it purposeful. Keep it practical. And most importantly, keep it you.

Go forth and create. 🎤

Nic “Connection, Value, Proof” Kusmich

PS. View my latest YouTube Video here, How To Answer ‘How Does This Work?’ On a Sales Call

P.P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

Nicholas Kusmich

The Key Content Framework: Your Content Strategy for Attracting Fast Movers