If you’d rather listen to these insights, see episode 170 of The Powerful Content Podcast
There’s something interesting that happens when you take a step back from your business and spend time in a different role. For me, that role was a casual job in retail.
I didn’t go into it expecting to learn anything profound but that’s exactly what happened.
Because when you strip selling back to its basics – when you’re face-to-face with a real person making a decision in real time – you quickly realise that selling isn’t about pressure. It’s about presence.
And what I learnt there now shapes how I think about business, content, and connection.
Here are five lessons from the retail floor that might just reframe how you approach selling and content creation too.
Listening is a Superpower
There’s a difference between hearing and truly listening.
In retail, I noticed that the most effective sales moments didn’t come from rehearsed scripts. They came from tuning in —pausing long enough to understand where someone was at and what they actually needed.
That same skill applies in your content.
Listen to what your ideal clients are saying in conversations, in DMs, in comments. And listen to what they’re not saying too.
When you slow down enough to hear their challenges, their hesitations, their hopes—you can respond with content that feels grounded, relevant and real.
Ask Before You Assume
It’s easy to fall into the trap of assuming you know what someone needs, especially when time is short or you’ve seen it all before. But one thing I learned quickly in retail was this: assumptions usually miss the mark.
The better approach? Ask. Open up a gentle conversation. Be curious. Invite them to share.
The same goes for your content.
Rather than guessing what your audience wants based on trends or what others are doing, ask them. Use polls. Start a conversation in your Stories. Pay attention to what comes up in client calls.
Curiosity is where real clarity begins.
It’s Not About You
When someone walks into a store, they don’t want to be told what you like. They want help finding what suits them. That shift from “me” to “you” is subtle, but powerful. And it applies just as much to content.
Your stories and experiences are important, but they need to be framed through the lens of your ideal client.
What can they take away from what you’ve been through? How can your insight help them take their next step?
It’s a small mindset shift that creates a big difference in the way your message lands.
Problem Solving Builds Trust
Some of the most memorable moments on the retail floor came when I was able to help someone solve a problem.
Maybe they were looking for a gift. Maybe they had a specific style in mind. Maybe they had no idea where to start.
When I helped them work it out without making them feel silly or rushed, that’s what built trust.
It’s no different with content. You don’t need to have all the answers. You just need to meet your audience where they are and help them move forward.
Solve one small problem. Offer one simple shift. That’s how trust is built, one post at a time.
It’s About the Experience, Not Just the Transaction
In retail, it’s never just about making a sale. It’s about how someone felt walking out the door.
Did they feel seen? Heard? Respected? Because that’s what makes them come back.
And in your business, your content is part of the experience. It’s how people get to know you, feel connected to you, and begin to trust you.
When we focus only on the outcome which is making the sale, we miss the opportunity to build something much more powerful: a relationship.
These lessons from the retail floor were never really about selling. They were about humans. About care, attention, and support.
And when we bring that same energy into our content and our business, something shifts. Things feel easier. More natural. More aligned.
Selling doesn’t have to feel like pressure. It can feel like connection.
Like being of service. Like creating moments that matter.
And if that’s the kind of approach you want to take with your content, then you’ll love my book, The Power of Content. It’s full of practical ideas and gentle encouragement to help you create content that connects, nurtures, and converts—without the overwhelm.
You can grab your copy here.
Let’s sell like humans. It’s much more powerful that way.
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