How To Systemize Getting Customers? | 20-60-20 Content Funnel System

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**Summary of what I learned from Nicola Cole and Dickie Bush’s Substack newsletter.

When starting out, startups building a brand from scratch often make the same mistake.

They post consistently every week,

Thinking that staying consistent is the key to cracking the engagement code.

Believing that if they post enough, they’ll eventually get attention, build trust, and turn that attention into paying customers.

Now, there’s some truth to this.

Posting consistently does help over time.

But if your goal is to consistently attract, build trust, and convert people into your email audience or paying customers,

You need to approach content creation differently.

The solution?

You need to create a systematic posting strategy that:

? Gets attention

? Builds trust

? Converts people into customers

A strategy you can repeat endlessly and get attention and customers.

Plus, you can hand it over to your team and keep scaling with the same success formula.

?? Consistency = Good.

?? Strategized consistency = Better.

The Real Purpose of Posting Content

The main goal of posting content online is to:

1. Attract the right people—your future customers.
2. Build trust with those people so they see your brand as reliable and valuable.
3. Convert that trust into something tangible, like a newsletter subscription, or product purchase.

To make this happen, you need a system—a marketing funnel that guides your target audience through these stages seamlessly: Attract → Build Trust → Convert.

Without this system, you might still get some attention and even make a few conversions,

But you won’t have a repeatable, scalable process to consistently attract, trust, and convert.

The Funnel Strategy You Need

To create a system that works, you need to follow a funnel strategy.

A funnel ensures your audience moves smoothly from discovering your content to becoming a customer.

This is where the 20-60-20 framework comes in:

• 20% Attraction Content
• 60% Trust-Building Content
• 20% Conversion Content

Let’s break it down:

20% Attraction Content

This is the top of your funnel.

At this stage, your job is to grab attention and pull people into your world.

Your attraction content should focus on:

• The problems your audience faces.
• Their pain points.
• Quick wins and snackable content that provides value instantly.

This content should be short, engaging, and to the point—think Instagram Reels, YouTube Shorts, quick LinkedIn posts, or infographics.

Examples of attraction content:

• Busting common myths.
• Sharing quick tips that hook your audience.
• Writing about industry pain points.

Here are a few ideas:

• “Why most newsletters fail (and how to fix yours).”
• “Think you need a huge audience to get sponsors? Think again.”
• “3 outdated marketing tactics killing your lead gen.”

The goal is to focus on the problems your audience faces right now, even before they know about your solutions.

At this stage, don’t go in-depth.

Keep it light, valuable, and easy to consume.

Reserve the in-depth content for the next stage.

60% Trust-Building Content

Once you’ve captured attention, your next job is to build trust.

This is the middle of your funnel, where you focus on solving your audience’s problems in a meaningful way.

Trust-building content should:

• Be in-depth, comprehensive, and actionable.
• Solve real problems for your audience.
• Showcase your expertise and authority.

Think long-form blogs, detailed guides, case studies, or how-to articles.

This isn’t about quick posts—it’s about creating content that your audience can immerse themselves in.

The more time they spend with your content, the more they’ll trust your brand.

Why does this work?

Because solving problems in-depth builds authority.

If your audience sees that you can solve their problems better than others, they’ll believe in your ability to help them.

Here’s how to make this content effective:

• Base your solutions on your unique experience.
• Share detailed frameworks or processes.
• Give step-by-step instructions that are easy to follow.
• Offer practical advice that’s immediately useful.

When you create content from your own experience—what you’ve done, learned, or experimented with—you’re adding a layer of authority and authenticity that others can’t replicate.

If you don’t have experience or enough experimentation, Rely on good research and adding different POV to your content.

20% Conversion Content

This is the final stage of the funnel, where you focus on turning trust into action.

Conversion content is where you talk directly about your solution—your product, service, course, or membership.

This is where you sell your money-payable value.

Here’s what conversion content should include:

• Case studies or testimonials showing how your solution has helped others.
• Details about how your solution works and the transformation it offers.
• Step-by-step explanations of what your audience can expect.

Don’t hesitate to sell.

Even if you’re just starting and have only been posting for 10 days, it’s okay to talk about your solution. (If you have one)

Just make sure you balance it with trust-building and attraction content.

Why the 20-60-20 Framework Works

This system works because it ensures your content strategy is balanced.

The most critical part?

The first 20%—attraction content.

If your attraction content doesn’t hook people, they won’t move through your funnel.

Without attention, you can’t build trust, and without trust, you can’t convert.

Your attraction content is the fuel for your entire marketing machine. Nail this part, and everything else becomes easier.

Final Thoughts

Building a brand isn’t just about posting consistently.

It’s about creating a system—a machine that attracts, builds trust, and converts.

Follow the 20-60-20 framework:

• 20% to grab attention.
• 60% to build trust with in-depth, valuable content.
• 20% to convert that trust into action.

When you approach content creation this way, you’ll create a system that works not just today, but for years to come.

And remember, the goal isn’t to keep creating content forever.

Once you’ve built your system, you can scale it, automate it, and even hand it off to someone else—so you can focus on taking your brand to the next level.

Thanks.