Turn Your Content Into Paying Clients
I see this all the time.
Service providers posting consistently. Showing up on LinkedIn, Instagram, YouTube. Creating valuable content.
And yet... crickets.
The DMs aren’t coming. The calendar stays empty. And burnout is creeping in.
Sound familiar?
After 25 years in marketing, working with brands like Ogilvy, Transamerica, and now as VP of Marketing at Techstars, I can tell you this:
Your offer probably isn’t the problem.
The problem is that most service providers are creating what I call “provider-centric content.”
Content that’s all about YOU: → Your process → Your framework
→ Your methodology → Your credentials
But here’s what your ideal clients actually care about: Their problems. Their stress. Their 2am worries.
Not your 5-step system.
The shift that changes everything:
Instead of talking like a marketer, talk like your client talks.
Sarah, the 35-year-old life coach, isn’t lying awake thinking about “sales funnels” and “lead magnets.”
She’s thinking: “Why can’t I get clients? What’s wrong with what I’m selling?”
That’s the language your content needs to speak.
In this week’s video, I break down these critical shifts that turn your content from something people scroll past into something that fills your calendar:
Talk like your client (not like a marketing textbook)
The Whole Foods Principle (give value first, sell second)
Sell the destination, not the airplane (outcomes over process)
These aren’t theory—this is what works both at Techstars and in my own business helping online entrepreneurs scale.
If you’re tired of creating content that goes nowhere, this 10-minute video might be the most valuable thing you watch this week.
What’s your biggest content struggle right now? Drop a comment—I read and respond to every one.
About this newsletter: I share marketing strategies that actually work for service providers and online business owners. No bro marketing. Just 25 years of corporate experience translated for entrepreneurs.
Hit subscribe if you want more straight talk about what really moves the needle in your business.