How to Know if Your Content is Attracting The Wrong Audience
Your offer is everything.
This has plagued my career for years.
It’s the sole reason why I struggled so much to monetize my writing.
It could be the sole reason why your business hasn’t taken off or why your expertise hasn’t made you the money you deserve.
What is it?
Lead ATTRACTION.
I see so many lead gen gurus always talk about the steps to generate good leads from cold messages, etc, but none of them really explain how to ATTRACT good leads. Lead attraction matters 10x more than lead generation. Without it, no one will even consider paying you.
This could be the silent killer of your career.
So here are seven red flags that would indicate your content attracts the wrong audience:
You don’t have a clear offer—Once you have a clear offer, your content gets 10x more focused and easier to write. Without one, your content will have no focus or direction. You can’t write specific and concise content to your audience’s needs if you have no idea what to offer them and what the offer delivers to them. Figure out the offer, and you build the content around that.
Your subject matter is all over the place—I get it. You get bored sometimes, and you don’t want to write about the same subject a million times. I get bored easily, too. There are ways around this (but that’s a whole other article). You MUST stay consistent with your subject matter. If you go away from it in the slightest, you can go down a rabbit hole of posting random content that you don’t even notice. Something as simple as posting about your dog could be the pivot that could lose you thousands of dollars if you don’t restrain yourself from going crazy with it. Trust me, it’s burned me a few times. Pleaseeee don’t repeat my mistake.
You’re not specific enough about your ICP (Ideal Customer Profile)—What outcomes does your ideal customer want from working with you? What outcomes do you want from reading your content? What are their fears? What’s the worst outcome they can have if they don’t work with you? Those are all questions your content must answer for your audience. If you don’t know your ICP, how do you expect anyone else to know? Make it clear from the jump who you want to serve. Try your best to scare off the stragglers.
You keep getting followers in the wrong industry—You don’t want your ICP to involve people from too many different industries. For example, I help experts, so my ICP is pretty broad. But I don’t include people like social workers, zookeepers, journalists, or restaurant owners in there. These people either don’t want to monetize their skills at all, or it would be super hard to do (sorry for all of my zookeepers out there). If it feels like random people are following you, that’s a sign to check your content and see what’s up. It could be that your message is too broad.
You focus on topics you’re audience doesn’t connect with—This ties into knowing your ICP. You also have to go even DEEPER into certain topics if you want your content to resonate with your ICP to the point where they buy. For example, don’t write a post about keto diets if your audience struggles with the idea of diets and feeling restricted. It won’t encourage them to buy from you because you aren’t speaking directly to their needs.
People want you, but not your service—I hate these words, but I’ll say them one more time. A “personal brand” is NOT about you. If you want to monetize your expertise, you can’t rely on your personality to market yourself. You need a different perspective than the other people in your industry. You need an unpopular opinion that no one in your industry talks about. You need a method to your madness that people haven’t gone into depth about. You don’t need to reinvent the wheel. All you need is a fresh point of view. For example, let’s use the fitness industry. Who are you more likely to buy from? The guru who promotes the keto diet every day, or the person who thinks keto is stupid and you can lose weight while eating all the carbs you want with this specific method? I’d take the latter any day.
People constantly ask, “What do you do?”—This is the worst possible scenario. You should always write in your bio two things. 1.) Your ICP and 2.) How do you help them? You can look at my bio right now, and you’ll know what I do. Easy fix. But once that bio is finished, stick with it. Create all of your content based on that.
Final Takeaway
Once you know these red flags, it’ll be 10x easier to attract high-quality leads.
You won’t need to cold email or DM anyone. They’ll run to you. And once they run to you, keep them there with your unique perspective and storytelling. Speak to their specific experiences and obstacles. Make them feel heard.
Then, it’s only up from there.
Don’t Forget to Book a Free Clarity Call With Me For Extra Help!
Not sure if your content is attracting the right people — or just the loudest ones?
Book a call with me using the button below and I’ll ask you 2 questions to spot the gap between what you’re saying… and who’s showing up:
Good tips. Easy to refocus with this article.
Helpful advice, I try to stick with this in my stories, it takes skill though, thanks for sharing :)