5 Invisible Elements That Make Your Content Sell
5 Invisible Elements That Make Your Content Sell (Most Coaches Miss This)
When it comes to getting clients from your content, most coaches are missing the hidden levers that actually move people to take action. Sure, your words matter. But if all you obsess over is what to post and what your headline should be, you’re leaving the majority of your influence on the table.
Here’s the truth: words only account for 7% of communication. The other 93% comes from invisible elements most coaches ignore—things like tonality, visuals, positioning, and storytelling. These are the difference-makers that make two coaches with the exact same content get wildly different results.
Today, I’m breaking down the 5 invisible elements that, when applied, can make your content impossible for the right people to ignore.
Why This Matters (And Why You Should Listen)
I didn’t pull this out of thin air or ask ChatGPT to spit out a list. These principles come from:
13+ years of experience creating content.
Over 1,200 live videos across Facebook, Instagram, workshops, and challenges.
Being on dozens of podcasts and stages.
Even being cast on American Ninja Warrior.
I’ve built a 300-member gym, scaled a multiple six-figure coaching business, and helped over 400 coaches attract more leads and clients—using these exact principles. I’m not keeping them to myself because I’ve seen how transformational they are.
So let’s dive in.
1. The Myth of Words
Most coaches think if they just say the right words, clients will buy. But here’s the kicker:
7% of communication = words.
38% = tonality.
55% = body language and visuals.
That means if you’re only focused on copy, you’re ignoring 93% of what actually makes people buy.
Example: Imagine a weight-loss coach targeting busy moms. If she says, “I’ll show you progressive overload to lose weight as a mom,” she loses them. That’s jargon. But if she says, “I’ll show you how to lose 20 pounds with just three 30-minute workouts a week,” suddenly she’s speaking their language.
The words matter—but only when paired with the invisible elements we’re about to cover.
2. The Attractive Character
This concept comes from Russell Brunson, and it was a game-changer when I first read about it while still running my gym. The big idea: people don’t buy information, they buy people.
You must step into your authentic character. That doesn’t mean putting on a mask—it means taking it off.
Here’s how to apply it:
Pick your role. Are you the guide, the reluctant hero, the crusader, the advisor? (Think Yoda to Luke Skywalker, or Haymitch to Katniss.)
Share your struggle. People relate to your flaws, not your perfection. I’ve shared stories of struggling to grow my gym, burning out in my online business, even funny moments like pitching from my daughter’s unicorn-decorated bedroom when contractors showed up unexpectedly during a livestream. Guess what? That livestream sold more programs because people saw me as real.
Take a stand. Polarity attracts. For example, I openly stand against letting AI write all your content. Use it as a tool, yes. But if you let it replace your voice, you’re just blending into the noise.
Teach through parables. Sticky, short stories land deeper than facts. Don’t just lecture. Tell.
Action step: For your next video, share one flaw, one strong belief you stand for, or one sticky story that ties to your lesson.
3. Positioning Through Congruence
Before you even open your mouth, your audience has already decided who you are. Why? Because your environment speaks before you do.
If your background is messy and chaotic, people subconsciously question your authority.
If your environment is aligned with your message, you gain instant credibility.
Think of it like this:
Fitness coach: Record in a gym, or at least look the part. Show visuals that scream health.
Business coach: Clean, organized office with bookshelves or quotes that scream high performance.
Mindset coach: Minimalist, calming, light-filled space.
When I film in my office now, you’ll see a coastal vibe, surfboards, maps, even Wolverine on the shelf—because that’s who I am. Back when I was in fitness, I filmed in gyms and on whiteboards. As my brand evolved, so did my visuals.
Action step: Audit your background. Does what people see match the authority you want to project?
4. Tonality: The Hidden Persuasion Lever
Tonality is your cheat code for influence. Two people can say the exact same sentence, but the one who delivers it with the right tone wins.
Here’s what I’ve learned:
Downward tonality = authority. End firm. Project certainty. Example: “This works. Period.”
Upward tonality = curiosity. Use it when asking questions or painting possibilities. Example: “What if you could double your calls this month?”
Conversational flow = engagement. Vary your speed. Speed up when you’re fired up. Slow down and pause to make a point land.
Silence = power. Don’t fear pauses. People lean in during silence.
Conviction = everything. No amount of tonality tricks matter if you don’t believe what you’re saying.
Action step: Practice delivering one of your key points with three different tonalities—firm, curious, conversational. Watch how it changes the feel.
5. Storytelling: The Retention Multiplier
Stories bypass logic and go straight to emotions. They’re what make people remember you—and buy from you.
Simple structure:
Hook
Struggle
Turning point
Resolution
Lesson
When I tell the story of getting on American Ninja Warrior, I don’t just brag about being on TV. I tell the story of rejection, struggle, chasing a dream, and finally breaking through. People may not care about Ninja Warrior—but they care about chasing dreams.
Your stories don’t have to be massive. Micro-stories from everyday life (a moment at the grocery store, something your kid said, a client breakthrough) can be even more powerful.
Action step: Write a 2-minute story about one of your client’s biggest struggles and how they overcame it. Share it today.
6. Integration: The Invisible Edge
Here’s the kicker: these elements don’t replace your strategy. They multiply it.
You could have the best copy, the smartest strategy, the fanciest funnel—but if your tonality, visuals, or delivery are off, people tune you out.
When you combine these invisible elements with solid strategy, hooks, and campaigns, you become impossible for the right people to ignore.
Final Challenge For You
Pick one or two of these invisible elements and apply them in your content this week:
Share a flaw.
Audit your background.
Use downward tonality on your next key point.
Tell a sticky 2-minute story.
Then watch what happens.
Because when you start stacking these invisible elements, your content doesn’t just get seen—it sells.
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:
Grab a copy for the 5 posts responsible for 7 figures in online fitness sales: https://www.indemandcoach.com/5-posts-ebook-2505
Join the waitlist to get an invite to join the Client Attraction Accelerator https://www.indemandcoach.com/in-demand-waitlist
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