Why growing your audience with this type of content won't get you more clients

You want to reach more people and grow your audience on social media, so you're doing what the business gurus tell you - you're sharing tips n' tricks, quick wins and lots of educational content. You’re jumping on trends, using trending audios for your Reels, and you're actually seeing your followers go up. But your sales? Not moving.

So, what’s happening?

The content you’re creating might be getting you seen, but it’s designed to reach everyone. And when you appeal to everyone, you attract a crowd of random people — freebie seekers, people looking for inspiration, or people just curious about your niche. But are these your dream clients? Probably not.

The viral content illusion

So many people in the online space teach you to focus on going viral or reaching as many people as possible to grow your audience. That’s why we see posts like “5 Content ideas to post this week” or “30-day content calendar.” Everyone loves these posts. They get saves, shares, and bring in lots of eyeballs.

But what happens next? All you have is a bunch of new followers who aren’t the right fit for your offers. And if your content isn’t speaking to the right people, it doesn’t matter how many followers you have — your sales will stay exactly the same.

The reality is:

💦 Your content is not for everyone.

💦 Your business is not for everyone.

💦 And your offers? Absolutely not for everyone.

So, why waste time creating content that doesn’t even connect with the people you actually want to work with?

If your goal is to grow a following of people who will buy from you, you need to stop trying to please the masses. Your content has to speak directly to your dream client — those people who need exactly what you offer and are ready to invest.

How do you attract the right people?

Speak to their specific problems

Your dream clients don’t need more general advice. They need someone who understands their exact struggles. Focus your content on the symptoms they’re experiencing. What are they stuck on? What are they dealing with that’s holding them back? When you show them you get it, they’ll feel seen, and that’s where the trust starts.

Be different

If your content looks and sounds like everyone else’s, you’re going to blend right in. You don’t want that. You need to disrupt the norm. Don’t be afraid to share a unique perspective, go against the grain, or challenge what people are used to seeing. The right people will be drawn to your boldness, and they’ll see you as the expert who stands out.

Shift their perspective

Your dream clients have beliefs that are keeping them from moving forward. Use your content to shift those beliefs and offer a new way of thinking. Help them see things from a different angle. The goal here is to make them say, “Wow, I’ve never thought about it like that before.” That’s when you know you’re making an impact.

Highlight the gap

Your content should paint a clear picture of where your dream clients are right now—and where they want to be. But don’t stop there. Show them the gap between those two points, and explain how you are the one who can help them close it. It’s not about throwing information at them; it’s about showing them the transformation you can deliver.

Make it easy for them to take the next step

Your dream clients don’t just need inspiration. They need direction. Whether it’s booking a call, downloading a resource, or reaching out in DMs, make sure your content tells them exactly what to do next. Don’t assume they know—guide them. The right call to action can turn an engaged follower into a paying client. If you’re focused on creating surface-level, viral content, you’ll attract followers—but not the right ones. Your dream clients aren’t just looking for quick tips and viral trends—they want someone who understands them, someone who can guide them through the transformation they’re seeking.

Instead of creating content that appeals to the masses, get laser-focused on speaking directly to your dream client. Talk about their pain points, the symptoms they’re experiencing, and shift their beliefs. Show them the gap between where they are and where they want to be—and position yourself as the solution that gets them there.

It’s not about reaching everyone — it’s about reaching the right people.

So, next time you hit "post," ask yourself: Is this designed to attract just anyone, or is it calling in my dream client?

That’s the difference between followers and clients.