450 – The Psychology Behind Creating Content that Sells

Creating high-converting content doesn’t have to feel like guesswork.

In episode 450 of The Site Shed, Matt is joined by Rai Cornell—founder of Cornell Content Marketing and a trained psychologist—to explore the psychology behind content that sells. Rai shares the exact strategies tradies can use to connect with today’s informed, skeptical buyers—without relying on high-pressure tactics or short-lived ad campaigns.

This episode kicks off a powerful mini-series on psychology-driven marketing, and Rai delivers practical gold from start to finish.

🎯 Key Takeaways

✅ Psychology Over Persuasion

Buyers today don’t want to be sold to—they want to believe in your business. Rai explains how to use psychology not to manipulate, but to build authentic, trust-based relationships.

✅ The 5 Pre-Sale Stages of Buyer Behavior

Rai introduces the “Stages of Change” model—originally from addiction counseling—and shows how it applies to content marketing. Mapping content to each stage helps you pre-sell 90% of the way before the sales call.

✅ Stop Hiding Prices—Start Building Trust

Afraid to talk price? Rai says that’s a mistake. Sharing cost estimates builds trust, qualifies the right leads, and reduces time wasted on poor-fit clients.

✅ Case Studies That Don’t Suck

If your case studies just talk about you, you’re missing the point. Rai walks through how to tell client-centered stories that educate and inspire prospects.

🔨 Why This Matters for Tradies

Whether you’re in solar, plumbing, electrical, or construction, content marketing is one of the most powerful ways to stand out in a crowded market. Rai’s strategies help you shift from “just another tradie” to a trusted expert buyers want to work with.

This isn’t about trendy hacks. It’s about creating real connections with your audience—and turning them into lifelong customers.

📚 Resources from this Episode

• Rai Cornell’s Website: cornellcontentmarketing.com

• Get Rai’s Free Demand Gen Kit: Download here