Content That Creates Buyers: How to Turn Your Message Into Pre-Sold Clients

If you wanna create more content that gets actual buyers—not just likes, followers, comments, and all the other vanity metrics—then this is for you.

Because creating content is easy.

Getting attention is easier than ever.

Getting the right people bought in, pre-sold, and ready to take the next step?

That requires intention.

I was chatting with somebody recently while doing a content audit for him. He’s in the functional health space, he just started posting, and his content is absolutely blowing up.

One of his videos had something like 1.5 million views.

People are flooding into his world.

And he told me:

“Jason, I’m stressed out because I have all these people following me now…but nobody’s buying.”

That’s the distinction most coaches are missing.

It’s great to get people to follow you.

But how do you create content that actually brings in buyers?

My goal is to help your content do more of the selling before somebody books a call or sends you a DM.

I hear coaches say this all the time:

“I feel like I’m trying to convince people on sales calls.”

Dude, I don’t want you doing that.

I don’t think our job is to convince anybody.

Our content should already do the “convincing”—and I’m putting that in quotes because what we’re really doing is helping people shift their beliefs, see their situation differently, and make a better decision.

By the time they come into your DMs or get on a call, they should already be leaning in.

At that point, you’re mostly figuring out whether they’re the right fit…and what their credit card information is.

I’m joking.

Kind of.

Most Content Builds an Audience—But Not an Audience of Buyers

Truthfully, most content sucks.

Most content sucks because it has no clear job.

People are teaching. Entertaining. Performing. Chasing trends. Trying to please the algorithm. Dancing like a monkey for attention.

I used to do it too.

I used to get paid top dollar in the strip clubs.

JK. JK.

But seriously, I’ve done hundreds of audits where somebody says:

“The algorithm is screwing me.”

Cool.

I don’t create content for the algorithm anymore, and neither should you.

Kevin Kelly’s famous 1,000 True Fans idea said creators didn’t need millions of casual followers. They needed 1,000 people deeply bought into their work.

That matters even more today. AI can create information in seconds, and more people are saying almost the exact same thing.

But if people believe in you, your message, your standards, and your way of doing things, you can build a very successful business.

And we’re not selling cheap CDs. We’re selling high-touch coaching, consulting, programs, and services.

You may not even need 1,000 true fans. A hundred ideal clients would probably be pretty cool, right?

You do not need everybody.

You need the right people to become deeply bought in.

Teaching Creates Learners. Influence Creates Buyers.

This is the principle underneath everything else:

Teaching creates learners. Influence creates buyers.

Teaching can make your audience feel like they learned something, save the post, and move on.

How many podcasts have you listened to where you felt smarter but applied nothing?

Exactly.

Satisfied people often don’t move.

Buyer content helps somebody see why their approach isn’t working, what the real problem is, why your method matters, and why they can succeed.

It doesn’t just give information.

It changes how they think.

And when you change what somebody believes, you change what they’re willing to do.

The Four Jobs of Content

Every piece of content should do at least one of four jobs.

1. Entertain

Your content needs to make people feel something.

It might make them laugh, surprise them, inspire them, or stop and think.

Like Gladiator:

“Are you not entertained?”

If your content is lifeless and robotic, people aren’t gonna connect with it.

2. Educate

Yes, you need to teach.

Give people a useful insight. Help them understand something. Show them a better way.

Your audience needs evidence that you know what you’re talking about.

3. Build Authority

Your content should demonstrate your experience, standards, perspective, results, and ability to lead.

4. Pre-Sell

This is the job that creates buyers.

Pre-selling means your content shifts the belief standing between your ideal client and the decision to pay you.

The first three jobs matter. But I know plenty of people online who I like, trust, and consider experts…and I’ve given them zero dollars.

You probably do too.

Liking you, trusting you, and seeing you as smart is not enough.

The other three jobs open the door.

Pre-selling moves the person through it.

If your content never does the fourth job, you’ll get “Great reminder!” and “Love your content!”

That’s cool.

But compliments don’t pay the bills.

Before You Create the Content, Understand Their World

Before you can create a buyer, you need to know who you’re creating.

You need to understand the identity they’re living in right now and the identity you’re leading them toward.

This works the same way in our own lives.

Let’s say you want to build a multiple six-figure business that changes a lot of lives.

Before you create that result, you have to normalize becoming the person who creates it.

Your beliefs shape your behaviors, and your behaviors create your results.

Recently, I was aired on American Ninja Warrior, and people started asking me how I do that kind of stuff.

People would say:

“Dude, how do you do that?”

I’m like, “I don’t know. It’s a normal Wednesday afternoon for me.”

I train in a gym surrounded by American Ninja Warriors. I’ve been swinging from bars and climbing things for years.

It’s normal in my world.

The same is true for health and fitness. If you’re already healthy, eating well and working out is simply part of your identity.

To influence somebody, understand their current identity, desired identity, and the beliefs preventing them from crossing that gap.

Ask yourself what they hate, vent about, keep trying, secretly feel, repeatedly tell themselves, and who they want to become.

Maybe your ideal client is an out-of-shape mom carrying 20 pounds of stubborn belly fat.

Her struggling identity is, “I’ve let myself go.” Her aspirational identity is, “I’m a strong, confident role-model mother.”

She may say she wants more energy, but privately hate avoiding pictures or covering herself at the pool.

“Here’s how to do a squat” might be useful.

But content that says, “You’re tired of restarting every Monday, hiding behind your kids in family pictures, and wondering why you still don’t feel like yourself,” is gonna hit differently.

Specificity makes somebody feel seen.

And when somebody feels understood, they’re more likely to believe you can help them.

The Five Beliefs Every Buyer Needs

Every buyer has beliefs that need to be pulled apart, dismantled, and replaced before they’ll pay you.

Yes, dismantled means pulled apart.

I looked it up.

I’m not dumb.

The resistance, doubt, and objection around these beliefs need to be dissolved.

1. Belief in the Problem

They must believe they have a real, urgent, worth-solving problem.

Not:

“This could maybe improve someday.”

A named problem they’re ready to solve.

Sometimes the problem they think they have isn’t the real problem.

“I’m overweight because I haven’t found the right diet.”

Maybe the real problem is depending on restrictive fad diets instead of learning how to eat sustainably.

When you correctly name the real problem, you become more valuable immediately.

2. Belief in the Mechanism

They need to believe there is a specific method that can solve their problem.

Ideally, it’s your method.

In fitness, I taught the difference between eating healthy and eating right. You can eat healthy foods all day and still consume too many calories to lose fat.

So I introduced my mechanism: Flex Fuel Nutrition.

I didn’t reinvent dieting.

I named my approach, articulated it clearly, and explained why it worked differently from what they had already tried.

People would say:

“That makes sense, Jason. Tell me more about Flex Fuel Nutrition.”

Later, I created the C5 Framework, my way of using live video, webinars, and workshops to generate clients.

I didn’t invent video. I taught my way.

In the first six weeks, that mechanism helped me generate around $80,000 in sales because people weren’t buying generic “marketing coaching.”

They were buying a specific pathway they understood.

Your mechanism makes your solution feel categorically different—even when the ingredients are familiar.

3. Belief in You

They need to believe you are the right person to guide them.

That belief comes from your story, track record, standards, values, personality, lifestyle, and what you stand for.

People may hire me because I’ve built businesses and owned a gym—or because I’m a dad, train for Ninja Warrior, and dive for shark teeth.

It can be weirdly specific.

One person may think, “Ashley is for me.” Another may say, “I don’t like her glasses.”

People are people.

Your job isn’t to be right for everybody. Let the right people see enough of the real you to decide.

Nobody can compete with your combination of story, experience, personality, scars, standards, and perspective.

4. Belief in the Vehicle

They must believe your specific offer is the right vehicle for them right now.

Not coaching in general.

Your program. At this price. In this format.

Right now, I enjoy getting closely involved in people’s businesses—marketing, sales, delivery, and operations.

With one company, that kind of work added roughly $1.2 million over nine months.

I freaking love it.

But not everybody wants high-touch, one-to-one support.

Somebody else may want a course, group, or something self-paced.

They can believe in me without believing in my vehicle.

You cannot convince somebody into wanting a delivery model they don’t want.

Your content needs to clearly show who the offer is for, how it works, and why it fits their current needs.

5. Belief in Themselves

They need to believe they can get the result.

Not somebody else.

Them.

This is why generic testimonials are weak.

“Sarah lost 20 pounds” is proof, but it doesn’t create much identification.

When I coached fitness clients, I had a client named Holly.

Holly had a young daughter and felt embarrassed going on the boat with her husband and friends.

She didn’t feel comfortable in her body.

Later, she sent me a picture on the boat in a two-piece bathing suit—glowing, confident, and proud.

She said:

“I did it, Jason.”

A mom with a young child hears that story and thinks:

“She sounds like me. If Holly can do it, maybe I can too.”

Great stories help your ideal client mentally place themselves inside the result.

The 10-Piece Content Mix

Once you understand the beliefs you need to shift, content creation gets easier.

I call this the 10-Piece Content Mix.

You don’t need every type each week. This is simply a rotation of angles.

1. Problem Agitation

Name the pain more clearly than they can. If you articulate the problem better than they can, they’ll assume you understand the solution.

2. Mechanism Reveal

Show your method, framework, or unique process—and why it works differently.

3. Origin Story

Explain why you do this work through the struggle, discovery, turning point, and lesson.

4. Proof

Share results, screenshots, and case studies—but tell the story behind them.

5. Contrarian Belief

Take an industry lie, misconception, or piece of incomplete advice and dismantle it publicly.

For example:

“Consistency is the most overrated word in coaching.”

Consistency matters.

But if you’re consistently creating bad content without improving your skills, you’re just becoming consistently incompetent.

Be consistent—but be intentionally improving.

6. Behind the Scenes

Show how you think, work, coach, and make decisions.

7. Framework Teaching

Name a piece of your intellectual property and explain how it organizes the problem.

8. Direct Offer

Ask for the sale clearly and without shame. Invite people into the workshop or tell them you have coaching spots.

You’re running a business. It’s okay to make offers.

9. Reframe

Show them their situation, objection, or excuse from a new angle.

Maybe they say coaching is expensive, blame genetics, or think they need more followers.

Give them a different interpretation.

10. Identity and Vision

Speak to who they’re becoming—not only what they need to fix.

Great clients are often more motivated by an aspirational identity than a simple problem.

But somebody who says:

“I want to become a real CEO. I want to change hundreds of thousands of lives. I want to build something that matters.”

That person has a bigger vision fueling them.

I recently created a reel about becoming a modern-day superhero.

We may not wear capes, but we’re improving ourselves, raising families, coaching people, and helping real humans.

The right person hears that and thinks:

“Yeah. That’s who I am—or who I’m becoming.”

Your Hook Has to Attract the Right Person

You can create incredible belief-shifting content, but if nobody stops to consume it, it won’t matter.

The first three to seven seconds decide whether somebody keeps watching, but attention alone doesn’t make a hook good.

Remember the functional health creator with over a million views and no clients?

His hooks created reach.

But they didn’t attract buyers.

Your goal isn’t simply to stop a person.

Your goal is to stop the right person.

There’s a difference between:

“Do you want more leads?”

And:

“Do you want more inbound coaching leads without sending 50 cold DMs a day?”

The second may reach fewer—but better—people.

And call me crazy, but the algorithm hears the words in your video and caption.

Use the language your ideal client is already thinking and saying.

Hook Styles to Practice

Pattern interrupt:

“I fired my highest-paying client last month.”

“I told my client to stop trying to lose weight for two weeks.”

Contrarian claim:

“Meal plans are one of the worst ways to create lasting weight loss.”

Specific callout:

“If you’re a busy woman over 35 who keeps restarting every Monday, read this.”

Curiosity gap:

“There’s one pattern I check before I ever change a client’s calories.”

Bold promise:

“You can lose stubborn belly fat without cutting out every food you love.”

Write five to ten hooks for each piece of content.

AI can help—I use ChatGPT and Claude all the time—but don’t outsource your brain while you’re learning.

Back in 2020, after going live almost daily, my buddy Eric and I wrote 100 Facebook Live headlines.

We wrote, shared, compared, and learned.

You get good quickly when you do the reps.

Use AI as a teaching tool—for ideation, feedback, organization, and amplification.

But don’t let it do all your thinking.

Otherwise, we’re gonna turn Idiocracy into a documentary.

Build One Flagship Piece and Distribute It

My preferred cadence is one flagship piece each week:

• A long-form YouTube video

• A podcast

• A workshop

• A newsletter

• A detailed written post

Then I turn it into reels, emails, stories, clips, short posts, and DMs.

One core conversion asset becomes multiple touchpoints.

I call my AI process an AI sandwich.

I may use AI to find angles, create from my own ideas and stories, then use AI again to repurpose and distribute it.

AI supports the work.

It does not replace the thinking.

Your Energetic Posture Changes the Content

This might sound woo-woo, but spiritually, psychologically, and scientifically:

The state you create from gets transferred into the content.

If you create from:

“I need this sale.”

You transfer the authority frame to the audience.

You become the auditioner; they become the selector.

But if you create from:

“I want to serve the right people.”

You remain the selector and authority, inviting aligned people into your world instead of begging for validation.

People can feel the difference.

I’ve been in seasons where I genuinely needed money and thought, “Please, I need this person to sign up. I have mouths to feed.”

Handle what you need to handle, then shift your state before you create.

Desperation has a smell.

And it usually makes content fall flat.

Stop Editing the Fun Out of Your Personality

The second part of energetic posture is pressure versus play.

Ask yourself: Am I trying too hard to sound professional? What part of my personality am I editing out? What would make this more fun, alive, or interesting?

One of the most memorable pieces of feedback I got happened after speaking at a live event.

People who had followed me online met me in person and said:

“Dude, you’re so much more fun in real life than you are online.”

Dope.

That sucks.

It made me realize I had edited parts of myself out of my content.

In person, I tell dad jokes, play off the room, and insert me into the teaching.

On camera, I sometimes became serious, stiff, and “professional.”

I prefer talking to real humans. In workshops, I can see people taking notes and know whether a point is landing.

That fires me up.

You may love writing, ranting into your phone, or teaching on a whiteboard.

Find what feels like play to you and do more of it.

When you enjoy creating the content, people are more likely to enjoy consuming it.

You Don’t Convince Buyers. You Create Them.

Start by understanding who they believe they are, what they’re struggling with, what they’ve tried, and who they want to become.

Then shift five beliefs:

1. The problem is real and urgent

2. Your mechanism is right

3. You are the right guide

4. Your offer is the right vehicle

5. They can get the result

Then mix your content angles.

Agitate the problem. Reveal the mechanism. Tell stories. Show proof. Challenge beliefs. Teach frameworks. Make offers. Speak to identity and vision.

And do it from the right energetic posture.

Not:

“Please like me. Please buy. Please make this post work.”

But:

“I know who I’m here to help. I know what I believe. I know what I’ve lived. And I’m creating this because it may help the right person move.”

That is influence.

You’re helping the right person change what they believe so they can change how they behave.

Because when their beliefs shift, the next step becomes logical.

They’re bought into the problem.

They’re bought into the mechanism.

They’re bought into you.

They’re bought into the offer.

And most importantly, they’re bought into themselves.

That’s how content creates buyers—not by chasing attention, performing for the algorithm, or dumping random education into the feed.

But by communicating the right message, in the right way, to the right person, with the intention of moving them forward.

Before your next piece of content, decide who it’s for, what belief it should shift, and what action they should feel ready to take.

Then create it from service, certainty, and play.

And watch what happens.

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:

1. Grab a copy for the 5 posts responsible for 7 figures in online fitness sales: https://www.indemandcoach.com/5-posts-ebook-2505 

2. Join the waitlist to get an invite to join the Client Attraction Accelerator https://www.indemandcoach.com/in-demand-waitlist 

3. Work with me personally 1:1 to build a high profit, high impact online coaching business. DM me "mentorship" here for details