Why Your Content Lands But Doesn’t Convert

How to finally speak to the buyers who scale your business

You know the feeling.

You write something that’s honest, insightful, emotionally powerful. People get it. They comment with “This is so me.” They save it. They say, “You’re speaking my language.”

And then… crickets.

No enquiries. No clients. No sales.

At first, you think it’s a fluke. Then a pattern. Then, if you’re not careful, a reason to question your own ability.

But here’s the truth: You’re not broken. Your message isn’t failing. You’re just being understood by the wrong part of the market.

Let me show you.

The 16% vs. The 84% (Why Most Experts Build for the Wrong Buyer)

In my book Become the Obvious Choice, I walk through something called the Buying Curve, and if you’ve ever felt like your audience is full of fans but empty of buyers, this will explain everything.

There are two types of buyers:

The 16%

These are the fast-movers. They make decisions on instinct, energy, curiosity. They’ll book after one post. They don’t need clarity, context, or proof. They “just know.”

This is the group most coaches, creatives, and experts accidentally build their business around, because these buyers are the only ones who can move when your message is a little vague.

They’re wonderful.

But they’re not scalable.

If your business depends on them, you’ll always be in feast-or-famine mode.

the 84%

These are the slow deciders -not because they’re cold, but because they’re careful. They need:

• Clarity

• Context

• Commercial logic

• A clear reason to trust you

• A clear path to the outcome

If you want consistent demand, stable revenue, and real scale, this is who you must speak to.

But...

The 84% won’t tell you what’s missing. They just drift away.

You’ll think they weren’t interested. That your price was wrong. That your niche is off. That you need to be “more visible.”

Nope.

You just weren’t clear enough to make them feel safe.

The Real Problem Isn’t Visibility — It’s Positioning

When people don’t understand what you actually do — or how it helps them — they freeze.

It’s not because you lack skill, value, or impact. It’s because your positioning hasn’t translated your expertise into something the buyer’s brain can understand.

You’re giving them:

• Energy

• Vibes

• Emotional resonance

  
  

But what they need is:

• Logic

• Structure

• Safety

When your message only lands emotionally, but not commercially, you get likes instead of leads.

Real Signs You’re Speaking to the 16% (and Losing the 84%)

• People love your content, but say “I’m not ready yet”

• Your DMs are full of fire emojis, but no booking links

• Your audience grows, but your revenue doesn’t

• People say “This is brilliant!” but never buy

Sound familiar?

That’s not a content problem. That’s a positioning problem.

What the 84% Actually Need to Move

They need answers to 6 silent questions:

1. What do you do?

2. Who is it for?

3. Why does it matter?

4. How does it work?

5. Why is this different from other options?

6. Why should I move now?

You don’t have to answer all of those in every post, but your overall positioning should leave nothing to guesswork.

Remember: vague = risky. And risk = no sale.

So, How Do You Fix It?

Stop shouting louder. Start getting clearer.

Here’s what I tell every client stuck in the “I’m being seen but not chosen” cycle:

Step 1: Audit your message

Look at your last 3 posts. Could they have been written by someone else in your space? If yes - you're in what I call “Plumber Territory”: everyone sounds the same, and buyers default to price or popularity.

Step 2: Speak to commercial outcomes, not emotional buzzwords

“I help women step into their power” means nothing to the 84%.“I help senior women stop getting overlooked for leadership roles” does.

Step 3: Use a positioning system — not guesswork

In the book, I teach the Three-Lens System:

1. The Expertise Lens – What you actually do

2. The Market Lens – What your buyer actually values

3. The Competitor Lens – Why you’re not interchangeable

When those align? You become the obvious choice.

TL;DR:

If your content resonates but doesn’t convert — your problem isn’t how you say it. It’s who you’re speaking to… and what you’re missing.

You’re attracting the 16%.You’re losing the 84%.And you don’t need to be louder, you need to be clearer.

Want to Attract the 84%?

Download the book — my step-by-step guide to making your message safe, sharp, and completely irresistible to the buyers who bring scale.