Go through each of the 6 questions honestly. Give yourself a YES or a NO. At the end, tally your score and see where your content stands and what to fix first.
This isn't "what industry are you in" or what the business "does". It's: "What is the exact offer I can buy from you? Who EXACTLY is it for? And how do I get it?" (If you want sales, you need to be in sales mode. As in, you gotta pitch your offer clearly!)
Your offer shows up in more than one post. A stranger could say, "Oh, they sell ___," without guessing. The exact thing you sell is visible and repeatable.
Your posts sound like a category — "productivity," "wellness," "home services" — but never name the exact offer. Someone would need to click around to figure out what you actually sell.
Content about "Tips on how to work smarter" is cool, but a stranger can't tell if you sell an app, a course, or a newsletter. One post that says "We built a scheduling tool for teams that hate meetings" can do more than ten posts about generic productivity tips.
If your content could apply to any type of customer, it usually won't feel like it's for anyone. Specificity is what makes the right person feel seen.
You consistently signal a specific customer situation, feeling, or experience. You exclude someone on purpose — even lightly.
"For everybody" type of language or vague swatch of the population: homeowners, busy people, couples, small businesses.
Saying something like, "reliable heating and cooling" if you're an HVAC business hits every homeowner the same... which means it hits no one hard.
Compare that to: "Older homes with one stubborn upstairs room that never cool down? We've been fixing that for 20 years." That one line tells the right person: they know my problem.
Think about what does my customer desire? What kind of transformations do they want to see or experiences they want to have?
A lot of content is helpful, but not urgent. It doesn't connect to a moment someone is actually in. Timeless advice doesn't move people — moments do.
Your posts tie to a current trigger: a deadline, a season, a symptom, a mistake people are actively making right now. You name the "this is why you're thinking about this" context.
Timeless advice with no trigger — "tips," "benefits," "things to know." Everything sounds like it belongs in a guidebook, not giving anyone an urgent reason to take action on your offer today.
"Rotate your tires every 5,000 miles" is fine but that's a boring truism.
"If your steering wheel shakes at 65 mph, don't wait for it to go away that's usually tires or alignment." Funny example yes, but people act on moments and feelings.
Think, is there a deadline to your offer? And are you giving people a clear sense of urgency (not fake urgency) to take action on your offer today? Maybe it's savings? A limited time, persona-driven bundle? You have to spice things up sometimes to get people to buy.
I put together a video that breaks down the full system, watch it before you finish the rest of this guide.
Watch the Free VideoAre you taking people DIRECTLY to where you want them to go? or are you taking them a bunch of other places.... You might think you're doing it right but......
The post points to one clear next step with no distractions. So you're taking them to a landing page, or a sales page that correlates with the offer and content.
"Link in bio" on everything regardless of what the post was doing. Different asks in one week: book a call / download / subscribe / comment / DM — all competing.
Or worse...you're taking them to a link tree, or a home page.
A post about "how to avoid vendor mishaps" could end with: "DM 'VENUES' and I'll tell you what I look for before I recommend a venue." That's a clear action tied to the topic. A generic "inquire now" feels disconnected even if you need inquiries.
A post about "how to avoid vendor mishaps" could end with: "DM 'VENUES' and I'll tell you what I look for before I recommend a venue." That's a clear action tied to the topic. A generic "inquire now" feels disconnected even if you need inquiries.
Most business content is technically fine but completely forgettable. If your posts could be copy-pasted onto a competitor's account without anyone noticing, you don't have a voice yet.
There's a recognizable personality, phrasing, or perspective that runs through your content. Even without a name on the post, regulars would know it's you. Lean into your experience and "edgy" opinions.
You share results, client wins, before-and-afters, or specific outcomes on a regular basis.
Your content could be swapped with any other account in your space. Or, the tone shifts week to week. Or, All the posts are tips, opinions, or educational content. There are almost no stories about what happened when someone worked with you or used your product.
Generic: "Here are 5 ways to save for retirement."
Distinct: "Nobody told me that the first $10k saved is the hardest... and also the most important. Here's why the math changes after that." Same topic. Completely different voice but a voice that aligns with your story and personality.
"Here are 3 ways to scale your business" is boring.
But "My client was working 60-hour weeks and couldn't figure out why revenue wasn't growing — turns out they were solving the wrong problem. Here's what we changed." That's a story that sells.
Are you posting about your offer way more than just 10 times?
Are you selling in the IG stories? Reels? Tiktoks? Email? Paid Social? Or are you just posting about your offer once or twice a week?
Running ads, sending out sales emails 3-5 times a week, posting about your active offers daily.
You're post more trends than interesting content about your offers. Or you're boosting posts randomly hoping that one of them will convert.
You need to promote your offer multiple times a day for a long period of time in order to scale and compound trust. Why? Because no one is going to buy from you the first time they see you.
Tally up your YES answers. Every NO is a gap, but a gap is an opportunity.
Your content is working. The focus now is consistency and scale, not reinvention.
You have a foundation but you're leaving clients on the table. Fix the NOs one at a time.
Your content isn't working as hard as you are. The good news: small fixes make a big difference fast.
I put together a video that breaks down how 6 and 7 figure brands make content that sells without getting more views, so you know exactly what to fix next.
Watch the Free Video