carolyn leasure looking up with the words "designing your true north

I'll be honest – I've been avoiding this conversation.

Not because the topic isn’t important (it’s HUGE), but because it's something I’ve been struggling with myself: how are we expected to build trust without turning into a content creation machine?

Like, I get it. We need to show up consistently. We need to nurture relationships.

But you know me.

If someone tells me I have to post daily on Instagram or {gasp} create a LinkedIn account, I'm not having it.

I know there’s a smarter way to build trust that doesn’t involve endless social media scrolling.

Google’s 7-11-4 theory changed everything for me.

Now I have the framework to explain what I've been intuiting all along.

Here’s what Google’s research found:

In the year of 2025, before someone becomes your client, they need:

7 hours of consuming your content
11 different touchpoints with your brand
Across 4 different platforms

Seven. Freaking. Hours.

No wonder that person who liked 3 Instagram posts hasn’t booked a call yet.

They literally haven’t spent enough time in your universe to trust you with their business.

This used to be so much easier.

Five years ago, a few IG posts and a decent website could convert browsers into buyers. Now we’re competing with an avalanche of content, and our potential clients have gotten (rightfully) more selective about who they trust.

The saturation is real, and it’s changed marketing completely.

But here’s the thing:

You don’t need to be everywhere, posting constantly, to hit those 7-11-4 numbers.

You just need to be strategic.

Instead of chasing your audience across every platform, create a system that brings them to YOU and keeps them engaged:

→ Start with SEO-optimized website copy, blog posts and case studies that attract your right-fit clients when they’re actively searching for solutions.

→ Lead them to a strategic lead magnet: my personal favorite is a quiz that educates while it qualifies – way more engaging than another PDF all sad in someone’s downloads folder.

→ Nurture through email where you can have real conversations without fighting the algorithm.

→ Use social media more effectively: you can make a custom bio page on your website that drives traffic back to that content they need at that moment (instead of generic link-in-bio tools that do nothing for your SEO and cost $).

This approach turns your website into a strategic hub – showcasing your expertise through multiple touchpoints across 4 platforms that build those crucial 7 hours of trust, all while you focus on... well, whatever the hell you want!

The 7-11-4 framework doesn’t need to mean ~doing more~

It’s about being more intentional with what you’re creating.

But figuring out how to apply this to your specific business and goals is where strategy comes in.

...How do you consistently create so those 7 hours of engagement work with your capacity?

...What kind of touchpoints will actually move your specific ideal clients toward working with you?

...Which platforms make the most sense for your audience?

...Which platforms make the most sense for Reader??

^ These aren’t one-size-fits-all answers – they’re custom to your business, your audience, and honestly, your life.

Most people who have found the 7-11-4 strategy build around what they think they "should" do.

But the magic happens when it works for you: your business goals and your Tuesday afternoon plans.

PS This kind of stuff is exactly what we dig into during a Scouting Session – mapping out a strategic approach to building trust that doesn’t require you to live on social media.

Right now I have 1 opening for august, and 3 for September. Hit reply if you have any questions!

Take a quick peek into the studio:

🎧 Listening to:

The KPop Demon Hunters soundtrack, like everyone else!
My family drove 4.5 hours to the beach last week, and listened to this soundtrack the whole time. Plus the whole drive back.
TBH? I was reluctant. But it truly deserves those eight spots on the Billboard Hot 100. These songs are BANGERSSS.

🔎 Tech Find:

Switched from UberSuggest to KeySearch for keyword research a few months ago (though in actuality, I still use both). So far, I'm loving it, and it's a reasonable price ($24/month).

Heads up, that link is an affiliate link. As always, I only rec products I use regularly. My copywriting friend Polly wrote up a review of Keysearch (3 years in) if you want more deets!

🍿 Watching:

Look, I have a lot of probs with football (CTE, racism, etc etc). But I grew up going to Buffalo Bills games my entire childhood, and my 8-yr old and I are die-hard fans. So we are stoked to watch the Bills mic'd up at training camp on Hard Knocks this year.

Plus, if you don't know about Josh Allen yet (the only quarterback in NFL history. IYKYK.), you might just fall in love. Like Hailee Steinfeld did.