How to Create Content That Sells (Because most doesn’t)

Here’s a hard (and expensive) truth: Most marketing content doesn’t sell.

Businesses — from fledgling startups to Fortune 500 giants — pour time, money, and energy into content they hope will breakthrough, connect, and convert. But the brutal reality? Most of it ends up ignored, forgotten, or deleted. It’s not because it wasn’t creative., or because it lacked benefits or slick copywriting. But because it lacked clarity, structure, and most of all — a compelling story.

In a world drowning in AI-generated blandness, me-too messaging, and half-baked "thought leadership," your content must do more than just describe your product. It must cut through and move people to act.

Despite all the evidence around us, the good news is that making content that sells is not rocket science. It’s all about telling the right story -- an emotional story that casts your customer as the hero and your brand as the helper — the one that allows them solve a problem and win.

I think Donald Miller’s brilliant “StoryBrand” framework explains it best -- if your content treats your brand like the main character, you’re losing the plot. Your customer is the hero of their life – they won’t care about your brand until your brand shows up to help them achieve their ambitions.

So, to create great content, you need to flip the script. Stop selling your product’s features and benefits and start storytelling how your product helps your customer achieve their goal.

Here’s how to do it:

Step One: Get Laser-Focused

Every piece of content must have one job. One clear goal. If you’re trying to raise awareness, build brand love, and convert all at once — you’re doing none of it well. Be ruthless. Decide what you want your reader to do, then build everything around that.

Step Two: Go Deeper Into the Problem

Customers don’t want product features. They want their problems solved — and problems run deep. Let’s say you’re selling tennis shoes that reduce foot pain for aging players. You could list the foam, the grip, the arch support. But that’s feature-speak. It’s forgettable. Instead, tell a story your customer sees themselves in:

Surface problem: “My feet hurt when I play.”

Emotional frustration: “I’m slower. I can’t keep up.”

Deeper aspiration: “I still want to compete. I still want to win.”

Now you’re not just selling shoes — you’re helping someone hold on to their identity as an athlete. You’re not a brand selling gear. You’re a brand that helps aging players maintain their competitiveness. Guess which one makes the sale?

Step Three: Don’t Make Your Brand the Hero

Your brand didn’t wake up and decide they still wanted to win tennis matches. Your customer did.

So don’t lead with your origin story, mission statement or product features.. Lead with their challenge. Show them you understand it, you’ve helped others, and you’ve got a plan.

“We know what it feels like to lose a step. That’s why we built a shoe that supports every pivot, push-off, and comeback.”

Step Four: Show the Transformation

What does life look like after they choose your product?

Before: sore feet, shorter matches, slipping confidence.

After: full sets, faster footwork, feeling like a threat again.

People don’t want a shoe. They want what it allows them to become.

Step Five: Back It Up With Proof

A good story builds trust. Proof cements it. Use testimonials. Show the transformation.

“I used to dread the third set. Now I’m taking college kids to five.”

Not “great shoes” — real stories, with real outcomes.

Step Six: Turn Features Into Wins

Don’t just say “multi-directional grip” or “responsive foam.”

Say: “The grip helps you stop on a dime. The foam gives you bounce in the fifth set, not just the first.”

Features are the tools. Outcomes are the reason.

Step Seven: Make Your Headline Earn Its Spot

You’ve got one shot to stop the scroll. Skip the fluff.

Not: “Introducing the latest in tennis footwear innovation.”

Try: “Shoes Built to Help You Play Like You’re Ten Years Younger.”

Clear beats clever everyday.

Step Eight: Guide the Next Step

Don’t let your call to action whisper. Tell them exactly what to do — and why they should do it now.

“Try them risk-free for 30 days.”

“Take the quick fit quiz to find th right size.”

“Step back on the court with confidence.”

Step Nine: Test Everything

If it’s not working, change it. Test the headline. The CTA. The structure. The story. If your landing page isn’t converting, swap the lead. Add a before/after testimonial. Tighten the copy. Content that sells doesn’t sit still — it evolves.

Final Word

Content that sells isn’t super creative or disruptive. It’s clear, intentional and built around a story your customer wants to believe.

If they see themselves in the struggle…

If they trust you to help them win…

If the transformation feels real…

They’ll buy. They’ll come back. And they’ll bring others with them. So stop describing your product. Start telling the story of what happens when people use it.

That’s content that sells.