4 Sales You MUST Make in Content to Book More Sales Calls
The 4 Sales You Must Make in Content to Book More Sales Calls
We live in an era where information is a commodity. You can boost a reel, run some ads, or dance on TikTok, and you’ll get attention. But here’s the million-dollar question: is it the right attention? Are you consistently turning that attention into qualified leads and sales calls with the clients you actually want?
If the answer is no, there’s good news. There are four “sales” you need to make inside your content. When you do, you’ll stop spinning your wheels with random activity and start generating high-quality leads who are ready to say: “Tell me more about what you do.”
These are the four sales that turn your content into a client-generating machine:
Sell a new belief
Sell a new identity
Sell a unique solution
Sell social proof
Let’s break each one down.
Sale #1: Sell a New Belief
This is the most important one. People take action based on what they believe. Their beliefs shape their thoughts, which shape their actions, which shape their results.
If you don’t shift their beliefs, they won’t take new action. Simple as that.
Take weight loss for example. Many people believe:
“My genetics are screwed up, I’ll never lose weight.”
“I just need to cut out all carbs and diet like crazy.”
If you come in saying, “You can eat whatever you want, have burgers and pizza, and still lose weight”—they might want to believe you, but they won’t. Their current beliefs act like walls that keep your message out.
The way around this? Plant a new belief.
In my fitness business, I helped people believe:
They weren’t losing weight because they were eating healthy but way undereating. They needed to eat right—calories and macros dialed in.
Their “slow metabolism” wasn’t genetics. It was simply screwed up and needed to be optimized.
Once they believed those things, they were open to my solution.
Ask yourself: What new belief does my audience need to adopt before they can buy from me? Then weave that belief into your stories, content, and proof until it sticks.
Sale #2: Sell a New Identity
People will move mountains to become the person they aspire to be. They don’t just want results—they want transformation of identity.
Think of the mom who feels out of shape, uninspired, and stuck. Her dream isn’t just to lose 20 pounds. It’s to become the Supermom—fit, confident, a role model for her kids.
Or coaches: many don’t just want clients. They want to be the recognized authority in their niche. Not Insta-famous, but respected. They want stable income and to be sought-after as the go-to expert.
Your job? Paint the picture of who they can become. Sell them into that identity. Show them examples. Demonstrate it in your own life. Highlight client stories of people stepping into that new identity.
Because when people believe a new identity is possible—and they deeply desire it—they’ll do whatever it takes.
Sale #3: Sell a Unique Solution
You’ve planted a new belief. You’ve painted a new identity. But there’s still a huge question in their mind:
“How?”
If your answer is just “eat less and move more” or “work harder,” you’ve lost them. They can Google that.
This is where your unique solution comes in.
In my fitness business, my unique mechanism was the Stubborn Fat Solution—a combination of Metabolic Intensity Training, Flex Field Nutrition, and Inner Sizes (mindset work). It wasn’t just “nutrition and workouts.” It was my methodology with a name and a framework.
Today, in my coaching business, my unique solution is Magic Messaging—a framework that helps coaches say the right words, in the right way, to the right people, so their content turns into sales calls. That’s what makes me stand out.
Your audience needs to believe you have a different approach. They need to see that you’re not just another coach, but someone with a proven methodology.
So ask yourself: What’s my big idea? What’s my named process? What’s my unique mechanism that sets me apart?
Sale #4: Sell Social Proof
Finally, people need proof that this works. But here’s the kicker: simple before-and-after screenshots aren’t enough anymore. Too many are fake, and the market is skeptical.
Instead, tell the story of transformation.
Don’t just say: “Mary lost 30 pounds.”
Say: “When Mary started, she was 30 pounds overweight, frustrated, and out of energy. In her first 30 days, she lost 5 pounds and got consistent for the first time in years. By 60 days, she was down 15 pounds, fitting into old jeans she hadn’t worn in years. At 90 days, she had dropped 30 pounds and felt unstoppable.”
The journey matters more than the outcome. Because when people hear the journey, they think: “I could do that too.”
The same applies in business coaching. Instead of saying: “Leo went from $5k months to $33k.” I tell the journey:
Month 1: $16k (from $5-10k inconsistent months)
Month 2: $26k
Month 3: $33k
When people hear the step-by-step progression, it feels real. It feels possible. And it builds trust.
Putting It All Together
When you integrate all four of these sales into your content, everything changes:
You sell a new belief → they think differently and see new possibilities.
You sell a new identity → they feel emotionally pulled toward who they want to be.
You sell a unique solution → they see you as the guide with the map.
You sell social proof → they believe it’s possible for them.
Do this, and you’ll notice something powerful:
More inbound DMs.
More people raising their hands.
More sales calls booked without chasing.
More clients ready to buy before you even pitch.
Because at the end of the day, success doesn’t come from the knowledge you have. It comes from the knowledge you use—in this case, the strategic use of your content to make the right four sales.
So here’s your challenge: audit your last 10 posts. Did you make all four sales? If not, adjust. If yes, double down.
Your audience is waiting for you to change the way they think, inspire them into a new identity, give them a unique solution, and show them proof that it’s possible.
Now go make those sales, book those calls, change those lives. 🚀
Who Is Jason Meland?
I am a value creator, mentor, and entrepreneur. I help online coaches master their messaging, attract dream clients, and build thriving high profit, high impact businesses.
When You’re Ready, Here’s How I Can Help You:
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