What to Post When People Aren’t Buying: 3 Content Ideas That Build Trust During Slow Sales
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If sales feel slow or your audience feels quieter than usual, you are not imagining it.
This season is heavy.
I talked about this on the podcast this week, and I want to break it down here because so many business owners are asking the same question: What do I post when people aren’t buying?
We have been in a trust recession for months.
AI content. Mean girl marketing. People buying templates or resources that don’t deliver. All of it has made buyers more skeptical than ever. But now we also have the government shutdown, families losing SNAP benefits temporarily, and federal workers missing paychecks.
My husband is one of them.
So I know firsthand how stressful and unpredictable this season is.
And when life feels unstable, people slow down their buying decisions. They watch, they lurk, they wait. That does not mean your content isn’t working. It means your people need more connection and clarity before they take the next step.
So today I want to give you three simple content ideas you can use right now in a slow season. They are grounded, human-first, and built for trust. No pressure. No shouting. Just connection.
Let’s keep it simple.
1. Share a story from your week
This is one of the strongest content formats during a trust recession because it is human.
You can start with something as simple as:
“I had a moment this week that stopped me in my tracks.”
Then share something you noticed, something a customer said, something happening in your life that ties back to the work you do, or even something in your industry that you feel strongly about.
Great story examples right now:
• a customer question you answered that others are probably asking
• a win a client had
• a mindset shift someone experienced while working with you
• a mistake you made that taught you something
• something going on in your niche that you do or don’t agree with
Stories build connection without selling.
They work whether you sell products or services because people want human-first content right now.
2. Speak directly to hesitation
Your audience has real concerns right now.
You probably feel some of them too.
So instead of avoiding the hesitation, talk about it.
Why aren’t people buying?
What might feel risky, confusing, or overwhelming?
What objections do they have?
What might be happening in their life that makes spending feel scary?
You can tie this to your offer or to the transformation your offer provides, but keep it calm and supportive.
Possible angles:
• a validating reminder post
• a value-based tip that helps them move past something hard
• a gentle “I see you” type message
• a breakdown of their hesitation and your response to it
This helps them feel understood, not sold to.
It also removes resistance before you ever get to your actual pitch.
3. Address a misconception in your niche
This is one of the easiest ways to build trust and show thought leadership.
Use something like:
“A lot of people think they need [common advice], but here’s why that actually works against you.”
Then talk about something people get wrong about your offer, your industry, or the outdated advice circulating on Instagram right now.
For example, I could talk about why “30 Reels in 30 Days” makes no sense for a mom business owner with limited time. You can do the same in your niche by calling out the misconception and then bridging to what actually helps your people.
This shows your unique selling proposition.
It shows you understand your audience’s real life.
And it positions your offer as the grounded, effective alternative.
Why these posts work during slow seasons
Because your audience does not need more noise.
They need clarity and connection.
Right now people need longer to buy. They need more touch points. They need to see the same message across multiple platforms, phrased in different ways, so it sticks.
You can share these posts on Instagram, in your emails, on your blog, in your podcast, or in your stories. You do not have to post more. You just need to be intentional with what you do share.
Your audience does not need you to push.
They need you to show up in a way that helps them feel safe, seen, and understood.
If you want more support, I created something simple for this season
Because I know how heavy all of this feels, I made something low cost and easy to use called What to Post When People Aren’t Buying.
It is seventeen dollars.
It is not a template pack.
It is a content map full of trust-building and connection-focused post prompts.
Here is what is inside:
• a short guided form that helps you pull real audience thoughts
• a Google Sheet that auto fills your answers into trust-based prompts
• enough ideas for up to three months of content
• built-in CTAs for each prompt
• a self-audit checklist to help you improve posts before you publish
The goal is to help you create content in a slow season without overthinking or burning out.
Whether you use the map or just use the ideas in this post, remember this:
Slow does not mean behind.
Slow does not mean broken.
Slow just means your audience needs more trust and connection before they take the next step.
You can give them that in a calm, grounded, human way.
Keep showing up with intention, and send me your posts on Instagram if you want some extra love. I’m at @sydneyobryan.co.
