Content Marketing Strategist

Noisy out there, isn’t it?

That’s what I keep hearing anyway.

But the content that’s getting cut-through isn’t what you think. It’s not the stuff that shows you’re the expert. It’s not the “5 tips to do XYZ” kind of posts. And it’s definitely not the ones that go viral.

It’s the content that’s real and authentic. Everyday, real life. The kind that makes people stop scrolling because it sounds like someone they’d actually talk to, not a brand trying too hard.

Let’s break down what’s working right now and why it’s making sales.

Why People Are Buying Differently in 2025

We’ve hit a point where people are over perfectly polished. They’re craving connection and personalised offers. 

People are choosing who they buy from based on how much they trust them, not how fancy their feed looks. You can see it everywhere.

You can see it in how creators like Grace Beverley show up online. Grace doesn’t just talk about business wins, she shares how exhausting it can be to run multiple brands and how she manages her time.

People buy from brands that feel like people.

The Shift from Volume to Connection

You don’t need to post constantly to make sales, you need consistency to connect.

I’ve shifted my own content this way too. Instead of throwing posts out just to “stay visible,” I ask questions, ask for opinions, and actually listen to what people say. 

My audience is central to everything I post. That’s where connection and conversion happens.

You don’t need to shout louder. You just need to make your audience feel seen.

Look at Lucky Saint, the alcohol-free beer brand. Their marketing isn’t about “drink less alcohol.” It’s about belonging, showing the lifestyle, the people, and the moments that matter. They’ve built a loyal community around connection, not content volume.

Real-Life, Imperfect Content Builds Faster Credibility

Perfect is boring. Real gets remembered.

I share my failures, my small wins, and the mistakes I make. It doesn’t make me look unprofessional, it makes me human. And people trust that.

I’d rather work with someone who says, “I messed this up, but here’s what I learned,” than someone who pretends everything is flawless. Because perfect isn’t believable anymore.

Look at Carrie Green, founder of the Female Entrepreneur Association. She’s built a global brand, yet she regularly talks about imposter syndrome, failed launches, and what she’s learning along the way. That vulnerability makes people connect.

And that’s exactly what your audience wants too – honesty over hype.

Use Emotion and Story to Sell the Value, Not the Product

People like to buy, but they don’t want to be sold to. Instead, they want to feel something.

That’s why storytelling and emotion are your secret weapons. When your content shows people what life looks like afterworking with you or using your product, that’s when sales happen.

Bloom & Wild are brilliant at this. They don’t sell flowers; they sell thoughtfulness. Their campaigns are emotional, real, and full of human stories. It’s not “buy our flowers,” it’s “make someone’s day.”

When you focus on the meaning behind what you do, not just the product, you create content that moves people to buy.

What to Stop Doing Right Now

If you want to make more sales, stop doing these things immediately:

• Posting just to tick the box.
• Chasing trends with no clear message.
• Using generic “value” content that could come from anyone.
• Over-editing every post to look perfect.
• Talking at your audience instead of with them.

The businesses that are winning right now are the ones who sound real, not rehearsed. They show up consistently, speak honestly, and connect emotionally.

Final thoughts

If your content doesn’t sound like you, it’s not going to sell.

The kind of content that’s actually making sales right now isn’t polished or viral, it’s relatable, imperfect, and emotionally grounded. It’s built on connection, honesty, and consistency.

So stop trying to be everywhere. Start being real instead. That’s what cuts through the noise right now.