The Secret to My Viral Reel Wasn't theEggplant
Why the story behind your work and your process builds trust with clients you want to attract.
51,169 people watched me make eggplant.
When I first moved to Israel, the only eggplant dish I knew was c. Now, charring eggplant directly over the gas stove is part of my weekly Shabbat preparation. It’s simple, slightly smoky, and requires a timer. If I forget to flip the eggplant, it goes from beautifully charred to truly burned in a hurry.
So why did that reel go viral?
My bright red nail polish? The trending music? The steam curling up from the eggplant?
Maybe. But I think it was the hook that stopped the scroll:
“Your magic is in your process.”
That short sentence clearly resonated. It reminds you that the way you do your work isn't boring behind-the-scenes information. It’s what sets you apart and helps the right people trust you.
Your Clients Want More Than the Finished Result
It’s tempting to market only the polished outcome.
The finished room. The beautiful website. The successful launch. The glowing testimonial. The sold-out product. The transformation a client is celebrating.
Those results matter. They show people what’s possible.
But when you only show the finish line, it can be hard for future clients to understand why they should choose you. They cannot see how you think, what you notice, what you value, or how you take someone from an initial problem to a finished result.
That is where your process comes in.
For an interior designer, that might mean explaining why you chose one layout over another, or showing how you turn a client’s scattered inspiration images into a home that feels elegant and comfortable.
For a consultant, it could be sharing the question you ask before recommending a solution.
For a coach, it might mean revealing the small mindset shift that helps clients move from feeling stuck to moving forward.
For a product-based business owner, it may be the care behind sourcing materials, testing a product, or packing an order.
Your process is where people get to see your experience in action. It shows them you don't just do good work. You understand their problem, and you have a thoughtful way of helping solve it.
Your process is where people get to see your experience in action.You understand their problem, and you have a thoughtful way of helping solve it.
Stop Chasing Viral
A viral reel can be fun. I’ll happily accept 80,203 views of an eggplant sizzling on my stove.
But you can’t build your whole business around going viral.
Algorithms change. Trends disappear. And trying to create the next big thing every week is exhausting, especially while running a business, serving clients, managing a team, and doing the actual work you are known for.
Instead of trying to get everyone to watch, write for the people you really want to work with.
What’s frustrating them and keeping them up at night?
What do they wish someone would explain?
What decision are they struggling to make?
What do they need to understand before they are ready to hire you?
When someone reads your content and thinks, “That’s exactly what I’m dealing with,” you’ve done more than collect views. You’ve made a connection.
And consistency matters more than going viral.
Forget trending music or luck with the algorithm. Write words that sound like you and speak to what your future clients are already thinking about.
Write words that sound like you and speak to what your future clients are already thinking about.
Three Ways to Show Your Magic
There's no need to post every internal document or reveal your trade secrets.
But you can let future clients peek behind the curtain.
Start with the parts of your process that show how you think, what you care about, and what it feels like to work with you.
1. Write about the problem
Tell people about the need, problem, or question that came before you begin working, rather than just showing the final result.
An architect could share how a narrow site with little natural light shaped the design.
A nutritionist might write about the same frustration that brings clients to her again and again.
A photographer might explain how she helps someone who hates being in front of the camera relax before a brand shoot.
Your future clients may be dealing with that exact problem right now. When they read your content, you want them to think: “That’s me.”
Before you talk about what you do, show them you understand how they feel.
2. Share a choice you made
You don’t need to give people a complete step-by-step tutorial. But explain one decision you made and why.
Maybe you recommended an option because it would genuinely get your client unstuck.
Maybe you said no to an idea that sounded exciting but wouldn’t help your client reach her goal. Maybe you started with questions before jumping in with solutions.
Maybe one small detail changed the direction of the work.
Those choices might feel obvious to you because you make them all the time. They’re not obvious to someone who needs your help.
Sharing the why lets people see your experience in action and imagine you guiding them through their own.
3. Tell the story behind the work
A case study doesn’t have to sound formal. And it definitely doesn’t have to feel like you are shouting, “Look how amazing I am!”
Focus on your client's experience.
What did your client or customer need? What mattered to her? What did you notice?
What changed after she worked with you, bought from you, or used what you created?
That's where your future clients stop seeing a service and start seeing you and your value.
If marketing makes you feel sleazy, just write the truth about the challenge, the choices, and the attention you bring to your clients.
Your story will do the rest.
Your Magic Is Already There
The content you need isn’t hiding in a trending sound or waiting for your next big idea.
It’s already included in the work you do: the questions you ask, the problems you notice, the choices you make, and the care you bring to every client or customer.
At Write Wizards, I use my 5 Story Spell framework to help clients uncover those content angles: the story need, the problem to solve, the evolution, the details worth noticing, and the layers behind the magic of their process.
These angles turn your everyday expertise into content that feels useful, personal, and unmistakably yours.
You do not need a viral eggplant reel to attract the right clients. You need to keep showing up with the right words that help the clients you want think, “She gets it.”
And that can make someone stop scrolling too—minus the smoke, the gas stove, and the timer.
If you want to attract your dream clients with content that connects, let's talk. Book a FREE 30-minute intro call, and let's bring magic to your message.
Meet the expert:
Annette Mashi gives visibility to female architects, interior designers, and women in construction so they stand out from the competition, attract their ideal clients, and win projects they love. She tells their stories and highlights their superpowers to showcase their value, allowing their creativity and talents to shine. With her mystical process, she captures your authentic voice, so her writing resonates with your readers as if it were conjured by your own hands.
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