Reader,

Before we kick things off today - can you do me a favor??

We are planning our next PAID intensive (it will likely be between $297 and $397)...

And want to know what would help you in February (that you would invest in)! So...

If we were to do a full breakdown of our Substack strategy and how we are monetizing it while Kelly is building a paid audience for her next book with an added bonus of our Content Lab (to help you generate high quality content complete with a Custom GPT and prompts) -would you be down for that?

Okay cool. Let's get into things!

The content game has changed...

Today, we are talking about how you can change with it.

You are going to want to save this and pass it on to your content team!

If you’re an established coach or consultant, there’s a good chance your content problem isn’t what you think it is.

You don’t need to post more.
You don’t need better hooks.
And you don’t need to prove your results harder.

What is changing, and quietly breaking a lot of otherwise strong brands, is how demand is created online.

Showing results used to be enough.
Now, it’s kinda' basic.

I mean, you DEFINITELY need them. But HOW you use them is different.

Here’s why, and what actually works instead.

Step 1: Understand why results-based content plateaus at this level

At $100k–$1M, your audience already believes outcomes are possible.

They’ve:

• Seen testimonials
• Consumed case studies
• Watched people “like them” succeed

So when your content focuses primarily on:

• Wins
• Screenshots
• Transformations without context

…it no longer creates demand. It simply confirms the possibility and fades into the background.

And possibility doesn’t move an established buyer to act. They already KNOW they can get results. They are looking for WHY you are the one to help them!

Decision comes from someone recognizing both their problem AND your ability to get them results in a way that is BETTER than other solutions out there.

They need to see the result AND the process.

Step 2: Shift from displaying outcomes to activating pain

Most coaches avoid pain because they think it’s negative or manipulative.

In reality, what they’re avoiding is specificity, and you know how I feel about specificity.

At this level, your buyer isn’t stuck because they don’t know what they want, or even that there is a possible way to get their desired outcome.

They’re stuck because they don’t fully understand why what they’re doing isn’t working (and probably feeling some FOMO watching peers make it work).

Those are the pain points your content needs to address.

Examples:

• Instead of “you want more clients,” try "I get 10 new high-ticket clients every month, without posting 10 times a day on social media, here's my simple demand generation content system."
• Instead of “you’re overwhelmed”, try "You've done all the productivity programs, bought the planners, and time-blocked your face off - but you still feel like you are drowning in your day-to-day business tasks, and don't have enough time for your family".

Pain-activating content doesn’t dramatize struggle. It doesn't make it up. It doesn't create problems that don't exist.
It clarifies the specific friction points and the feelings that are associated with them.

This whole positive only doesn't work with high-intent buyers who are looking for ACTUAL solutions to REAL problems that are clear to them.

You don't have to be manipulative to create a sense of demand by speaking directly to someone's pain point.

Step 3: Use different angles to speak to different pain points that your offer solves

One of the biggest mistakes I see is content treating the audience as a monolith - like everyone expresses their pain points in the same way or has the same reasoning for wanting to fix them.

In reality, you’re speaking to multiple stages of awareness, and lots of different "whys". You're speaking to:

• The buyer who knows something is off but can’t name it
• The buyer who knows the problem but not the solution
• The buyer who knows the solution but doesn't fully believe it's the best one for them
• The buyer who wants your solution but doesn't feel like now is the right time
• The buyer who is at their wits' end and ready to sign today - aka... their hair is on fire.
• They buyer who likes your outcomes but isn't convinced your method is best for them
• The buyer who is interested in your approach but isn't sure it fully aligns with what drives them

You get the picture...

This list could go on and on.

You could talk to 10 different women who all want to lose 20lbs in the next 6 weeks. Some because they gained weight and their clothes don't fit. Some because they don't feel confident anymore. Some because they have a special event coming up. Some will be cool with your macro tracking. Some don't want to touch that with a 10-foot pole.

Not everyone who wants your outcome is the same.

Your side-by-sides are awesome, but without context, you aren't hooking them into YOUR approach, which is what they have to get on board with.

You need a content strategy that hits people at multiple stages of awareness with multiple triggers for buying (and filters out the people who don't want to get results the way you get them).

Results-based content only tells ONE side of the story.

Demand-creating content let's the know you understand where they are, and that your way of getting them the result is the absolute best path forward.

That means intentionally rotating between:

• Stages of awareness
• Buying motivations
• And a nuanced approach to HOW you get results, not just your results

Step 4: Let your content do the filtering, not the convincing

High-level buyers don’t want to be persuaded.
They want to feel seen and understood, and that you are proven with an approach that feels right to them.

When your content:

• Diagnosis: WHY they are where they are
• The hidden tradeoff of being there (or the underlying thoughts and feelings that go with that undesirable outcome)
• Why your approach works and what types of people do well with it...

You stop attracting everyone and start attracting buyers. You filter out the wrong people earlier on and can have more qualified conversations.

That’s the shift happening now.

Content is no longer about visibility or just proof of results.
It’s about specificity, intention, and methodology.

And the brands that will win this year are the ones who double down on their signature systems, address the nuance in their results, and showcase WHY they are the obvious choice ware the brands that will win.

-Danielle