Content Advice That's Quietly Sabotaging Your Business (And What Actually Works)
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As coaches and service providers, we’re constantly exposed to content advice that sounds smart, logical, and proven. We’ve tried a lot of it ourselves. But the truth is, much of that advice was never designed for businesses that sell through trust. It was built for influencers who monetize attention and that difference changes everything.
Let’s break down the myths that quietly sabotage our businesses and talk about what actually works instead.
Myth #1: Post Like an Influencer
We’re often told to share more of our morning routines, jump on trending audios, and build a strong personal brand around ourselves. But influencers monetize attention. We monetize transformation. When we over-invest in building a fan base instead of a trust-based business brand, we may gain followers but ultimately, not buyers.
We don’t need a million followers. We need the right people who trust our framework, understand our approach, and believe we can solve their problem. That’s the shift. We’re not building a fan club. We’re nurturing future clients.
Myth #2: Go Viral and the Sales Will Follow
Virality is tempting. It feels like a shortcut to visibility and growth. But viral attention often attracts the wrong audience—people who align with the entertainment value, not the transformation we offer.
We’ve seen it happen. You get the views, the follows, the engagement…and then crickets when you sell. Instead of optimizing for attention, we focus on optimizing for conversion. That means creating content that speaks directly to a specific problem and naturally bridges to our offers.
Myth #3: Use Social Media for Your Entire Funnel
It’s easy to believe that if we just show up consistently on social—post more, sell more in DMs, push harder—we’ll convert more. But social media is rented land. Algorithms shift and sales posts get suppressed. Relying on manual DM conversations as our primary sales system creates capacity issues fast.
We still use social. But we use it intentionally—as the welcome party, not the entire house. We build ecosystems off-platform where we control the experience, nurture intentionally, and automate the conversations that would otherwise drain our time and energy.
Myth #4: Just Be Consistent
Consistency is powerful but only when it’s attached to strategy. Posting daily without clarity is just digging the wrong hole faster. We’ve both fallen into the trap of trying to be consistent with systems that weren’t aligned with our goals.
Now, we focus on data. If a platform isn’t driving qualified leads, we adjust. If something isn’t working, we don’t double down on volume we instead revisit the strategy.
Myth #5: Repurpose Everywhere (Copy and Paste)
We love repurposing. We’ve built entire systems around it. But repurposing doesn’t mean copying and pasting the same post everywhere without context.
Each platform has a different role in our ecosystem. Threads might be relationship-building. Instagram might be authority-building. Email might be conversion-focused. We define what each platform is supposed to do for us first then we repurpose strategically to support that goal.
At the core of all of this is one truth: content should serve our business goals—not the algorithm.
When we stop chasing attention and start building systems that compound, everything gets simpler. We feel less frantic. Less reactive. More intentional. And our content starts working with us instead of exhausting us.
The goal isn’t to post more.
The goal is to build trust in a way that converts.
And that shift changes everything.
