🪄Cut the Fluff: 10 ways to package your expertise into content

Cut the Fluff is a newsletter that will help you become a more confident writer, even if you're not a "writer." If this was sent to you, subscribe here so you don't miss the next lesson.

"I have nothing to write about."

After you read today's newsletter, you will never say that again.

Ever.

How am I so confident?

Because no matter who you are, you have:

Years of experience in something
Client success stories
Hard-won insights
Battle scars worth sharing

You're not lacking content. You're lacking frameworks to package your expertise.

I've spent the past few months building Full Stack Solopreneur with Nick Bennett.

And I've become a bit obsessed with making the content creation process as simple yet valuable as possible.

Because in my experience, most people who try to teach this stuff either:

Massively oversimplify, which makes it super hard to create anything of value.
Massively overcomplicate, which makes it super hard to create anything, period.

Well, nothing is ever 100% done or perfect, but I think I've cracked the code.

10 High-Impact Content Angles

After analyzing alllll of the content (mine, Nick's, and dozens of other people who I consider high-value writers), I've come up with ten content angles that every piece of high-impact writing stems from.

Here they are (with super basic one-line examples so you can see how the content would unfold):

1. Pattern recognition

Recurring behaviors in your industry
Common mistakes that keep showing up
Trends that aren't serving people well
Cycles people get stuck in

Example: "I've reviewed 100+ solopreneur websites. The ones that convert share this one pattern..."

Why this works: When you share patterns you've personally observed, you transform scattered data points into valuable insights. This positions you as someone who doesn't just do the work but understands the deeper dynamics at play.

Readers trust observed patterns over theoretical advice.

2. Process transformations

How traditional methods fail
Better ways to approach common tasks
System improvements
Workflow optimizations

Example: "Most people edit while writing. Here's why that's killing your creativity..."

Why this works: Everyone's looking for better ways to work. When you challenge traditional methods with proven alternatives, you're not just sharing tips—you're permitting people to break free from ineffective routines.

This creates immediate value and positions you as an innovative thinker.

3. Mindset shifts

Limiting beliefs holding people back
Perspective changes that unlock growth
Mental blocks preventing progress
Paradigm shifts that create breakthroughs

Example: "Stop trying to be known for everything. Here's what happens when you own one thing..."

Why this works: Most business problems aren't tactical—they're mental. When you address the limiting beliefs holding people back, you help them overcome their biggest blocker: themselves.

This creates deeper, more lasting transformation than just sharing how-to advice.

4. Hidden opportunities

Overlooked approaches that work better
Underutilized strategies
Missed connections
Unexplored possibilities

Example: "Everyone's fighting for attention on LinkedIn. Meanwhile, this untapped channel..."

Why this works: People crave competitive advantages. When you reveal overlooked opportunities, you're not just sharing information—you're giving readers a head start while everyone else follows the status quo.

This makes your content incredibly valuable and highly shareable.

5. Success paradoxes

When conventional wisdom backfires
Why "best practices" sometimes fail
How standard advice can limit growth
Where following rules holds people back

Example: "The more you try to sound professional, the less people trust you. Here's why..."

Why this works: Counterintuitive insights immediately grab attention because they challenge what people think they know.

When you reveal why conventional wisdom fails, you simultaneously build credibility and create "aha!" moments that readers remember and share.

6. Experience-based revelations

Lessons from client work
Personal journey insights
Real-world case studies
Field observations

Example: "Last week, a client did something that changed everything I thought about..."

Why this works: Real stories cut through the noise of generic advice.

When you share specific moments that changed your perspective, you're not just teaching—you're letting readers learn from your journey without paying the same "tuition fees" you did, so to speak.

7. Implementation pitfalls

Where execution commonly fails
Hidden complexity in simple advice
Overlooked prerequisites
Critical missing steps

Example: "Why most people fail at building in public (and what to do instead)..."

Why this works: Everyone's tired of advice that sounds good but fails in practice. When you reveal where execution commonly fails, you're solving real problems people face but rarely discuss.

This builds trust because you're addressing reality, not theory.

8. Industry blindspots

Assumptions everyone makes
Accepted practices worth questioning
Gaps between theory and reality
Misaligned incentives

Example: "The advice to 'just start a newsletter' is missing something crucial..."

Why this works: Questioning accepted practices immediately sets you apart from everyone sharing the same recycled advice.

When you point out what everyone else misses, you position yourself as a thought leader who thinks deeper than surface level.

9. Value-creation insights

Undervalued skills or approaches
Pricing model innovations
Service delivery improvements

Example: "Stop selling your time. Here's how to package your expertise instead..."

Why this works: People are always searching for ways to deliver more value and make more money. When you share concrete ways to improve results or pricing, you're directly helping readers grow their business.

This type of content is immediately applicable and nearly always drives engagement.

10. Growth catalysts

Key inflection points
Critical success factors
Momentum builders
Breakthrough moments

Example: "The moment everything changed for my business wasn't what you'd expect..."

Why this works: Everyone wants to know what actually moves the needle. When you share specific moments that drove breakthrough results, you help readers identify similar opportunities in their journey.

This creates both practical value and emotional resonance.

How to apply these angles

Pick one angle. Look at your experience through that lens. Write what you see.

That's it. That's the "secret" to creating content that converts.

But here's what most people miss:

These angles only work if you consistently, strategically, and intuitively apply them.

You need a system for:

Choosing the right angle for your message
Tying that message to your audience's wants/needs/desires
Turning those insights into compelling content
Editing your content so it's personable and distinctive
Creating a bridge between your content and your solution

This is exactly what we teach in Full Stack Solopreneur.

Nick and I have built the complete system for solopreneurs who want to:

Package their expertise into scalable offers
Create content that builds authority and wins mindshare
Drive consistent traffic and sales

We launch the program on Wednesday, but you can join the waitlist now:

Hop on the Full Stack Solo Waitlist :)

And let me know, do you feel like you have something to write about now? Reply and tell me if this unlocked an "aha" for you.

Cheers,

Erica

PS. One week left in my Black Friday sale for my AI-powered courses: Content Editing 101, Hooked on Writing Hooks, and Launch Content Playbook. Get up to 50% off.