What your content is missing if people are not converting into clients
Use the Trust Triangle to balance vulnerability, credibility, and vision in your writing so your stories get believed and turn followers into clients.
When I started writing publicly about my life as a queer, gender-fluid parent raising a neurodiverse daughter, I did not have a blueprint.
I just had a voice I had not fully trusted yet. But over time, I learned something vital that if you want people to trust your words, you need more than just honesty.
You need balance and that is where the Trust Triangle comes in.
It is a writing framework I now teach inside my H.A.L.O. Masterclass, a five-week program for creators and founders who want to lead with clarity, humanity, and resonance.
Let me walk you through it.
At the three corners of the triangle are Relatability, Expertise, and Aspiration. When you write content that integrates all three, balanced with care, you create something rare, which is trust.
Relatability is what makes people feel seen and it is where you share your doubts, imperfections, and the messy middle.
Think about the bathroom dilemmas I face in Singapore, like using accessible toilets, the anxiety of choosing between being chased out of the men’s room or making ciswomen uncomfortable. These are not polished stories, but they are human.
Too much relatability though? And you risk coming off like a walking wound. I have written posts where I shared how overwhelmed I was, but without pairing it with growth or insight, it felt like a vent session. The audience may empathise, but they do not away with anything they can apply to themselves.
That is where Expertise steps in and this is where you show that you have not only lived the story, but learned from it. It is what separates a vulnerable post from a useful one.
When I talk about parenting my neurodiverse daughter, I don’t stop at the meltdowns or the cost of therapy. I walk you through how I redesigned my business model, working four hours a day, building a brand from scratch, and choosing writing as my leverage.
I share my systems, the questions I ask, and the strategies I teach inside H.A.L.O., which is skill sharing.
Still, if all I did was talk about my frameworks and methods, I would risk tipping too far into the second imbalance, which is too much expertise. The kind that makes people respect you, but never truly connect.
Which brings us to the third point: Aspiration.
Aspiration is the future you invite others into. It is not hype or false promises, but vision. I show this when I write about walking my daughter to school every morning, raising her with my wife, and slowly building a business that reflects my values instead of eroding them.
When I post about how I went from being arrested at 15 to being invited to keynote events on storytelling, that is not to impress. It is to remind you what is possible when you stop hiding and start building.
That is what aspirational content does because it does not say “look at me”, and instead says, “look what’s possible for you.”
The sweet spot is where all three corners meet, which is balanced vulnerability. That is where trust is earned and that is exactly what I help my students unlock in my masterclass, which is how to move from oversharing to impact, from expertise to empathy, from inspiration to real invitation.
The truth is your story will not resonate if it is all struggle, all wins, or all vision. But if you can blend your truth, your tools, and your transformation, you build trust, and trust is what converts.
So if you are sitting on a story that feels “too much,” or you are stuck only sharing credentials, ask yourself:
Have I shown what I struggled with?
Have I shared what I have learned?
Have I offered a glimpse of what’s possible?
That is the triangle, the trust and what I teach.
Because when you write from that place, not to perform, but to serve, you stop chasing attention… and start creating connection.
If you are keen to join the waitlist for my next H.AL.O. Masterclass, sign up here.