The Secret to Making ANY Content Convert
The Secret to Making ANY Content Convert (Podcasts, Posts, Videos, Emails… EVERYTHING)
Let’s be real. If you’re creating content—whether it’s videos, podcasts, emails, posts, or workshops—you’re not doing it just for fun. You want it to convert. You want the hours you spend pouring into creating to actually produce sales, clients, and growth. After more than 1,200 live videos, 10,000+ posts, countless workshops, speaking events, podcasts, and even stepping onto the American Ninja Warrior stage, I can confidently tell you:
There are two fundamental principles that determine whether or not your content converts.
Your Messaging (The Words You Use)
Your Conversion Mechanism (How You Lead People to Take Action)
When you dial in these two things, it doesn’t matter what medium you use—you can convert from anywhere.
Principle #1: Messaging – The Words That Sell
If you use the wrong words, in the wrong way, to the wrong people—it doesn’t matter how good your content is. It won’t convert. Period.
And here’s where most coaches and experts mess this up: they speak in expert jargon. I see it all the time, especially in fitness and health. Coaches talk about things like “metabolic adaptation” or “glycogen depletion.” Useful? Sure—for other experts. But confusing for 99% of people.
If you confuse, you lose. – Donald Miller, StoryBrand
Your job is to say the right words, in the right way, to the right people. That means:
Articulating their problems better than they can. If you can put into words what your dream client is struggling with, they will automatically assume you have the solution.
Speaking to their pain, symptoms, complaints, limiting beliefs, desires, and aspirations.
Getting hyper-specific. The more concrete, tangible, and relatable your messaging is, the better.
Here’s the truth: People don’t resonate with abstract ideas. They resonate with specific struggles and specific desires.
Principle #2: Conversion Mechanisms – How You Move People to Action
Even the best messaging won’t convert if you don’t give people a path to take the next step. This is where a conversion mechanism comes in.
A conversion mechanism is simply how you move someone from consuming your content to becoming a client.
It could be as simple as:
“Click the link in my bio to watch my free 36-minute masterclass.”
“DM me the word ‘INFO’ and I’ll send you the details.”
“Join my free workshop this Thursday.”
It doesn’t matter whether you’re on a podcast, running a challenge, posting a reel, or sending an email—you need a clear, intentional conversion mechanism.
Posting content without a conversion mechanism is like hosting a party but forgetting to tell people where your house is.
Back in 2019, I used to just go live every day, show up, share my story, and calls would naturally come in. That worked for a while—but by 2020 it stopped. The market shifted. The volume of content exploded. And without a solid conversion mechanism, content became noise.
Now? Every single piece of content I post ties into a bigger conversion system. That’s why it works.
Integrating Messaging + Conversion
When you combine crystal-clear messaging with a strong conversion system, that’s when content stops being a “time-suck” and starts being a money-making machine.
But here’s the mistake most coaches make: they act like machine guns—randomly firing content in every direction. A podcast here, a reel there, a workshop once in a while. All scattered. No strategy.
The truth? You don’t need to be a full-time influencer chasing vanity metrics. You don’t need millions of followers. You just need a strategic content system.
The 4 Types of Content You Need
Over the years, I’ve simplified content into four core categories. These apply to any platform, any medium:
1. Connection Content
This is where people connect with you. Your beliefs. Your values. Your lifestyle.
Example: Me sharing my journey competing on American Ninja Warrior. People are drawn to aspiration. They follow people whose goals and dreams inspire them.
2. Influence Content
This is where you dismantle mistakes, objections, and false beliefs your dream clients have. I call this “MOB content” (Mistakes, Objections, Beliefs). You tell stories, shift perspectives, and help them see the truth.
3. Authority Content
This is proof you can get results. Not just talking about results—demonstrating them. Interviews with clients, micro-wins, before/afters, or giving someone a tip they can use right now to get a quick win.
4. Conversion Content
This is where you make the ask. Strong hook. Great angle. Clear call to action. Whether it’s to book a call, join a workshop, or grab your lead magnet, this is where content actually drives business.
Why Email + Long-Form Still Crush
Don’t sleep on email. It’s one of the best relationship-building tools you have. Studies show it takes 7 hours, 11 touchpoints, across 4 mediums before most people buy. Email helps you build that repetition.
Same with long-form content (YouTube, podcasts, blogs). People can spend more time with you, trust you more, and feel connected. Attention matters, but in today’s market, trust is the real currency.
Conversion Events: Workshops & Micro-VSLs
One of my favorite ways to convert is through monthly workshops or masterclasses. I give insane value upfront, solve a problem, and then at the end make a simple invite.
The other tool I love is the Micro-VSL (Video Sales Letter). But I don’t even look at it as a sales letter—I call it a Video Trust Letter.
It’s a short 10–20 minute video where you:
Share your story
Demonstrate your unique method
Show proof
Invite them to take the next step (book a call, DM you, etc.)
It’s simple, repeatable, and powerful.
Messaging: The DNA of Converting Content
Everything comes back to messaging. Without it, nothing works. Messaging is the DNA of high-converting content.
Here’s my framework, what I call the Magic Messaging Makeover:
1. The Struggle
What is your ideal client struggling with right now? What do they think? What do they feel? What symptoms are showing up in their life?
If you can describe their pain better than they can, you win their trust.
2. The Villain & Turning Point
Every great story has a villain. In my current business, the villain is information overload. In fitness, the villain was the restrictive diet trap. Define your villain and then show the turning point—what needs to change.
3. The Unique Solution
What’s your “big idea”? Your special mechanism? For me, it’s frameworks like Magic Messaging, Content Ecosystem, and the In-Demand Coach Model. These differentiate me from everyone else.
4. The Transformation Journey
Don’t just sell the end result. Sell the steps of the journey. People need to see the phases:
Short-term win: quick clarity and momentum
Mid-term win: consistent flow of leads & clients
Long-term win: scale and freedom
When you lay it out like that, it becomes believable—and exciting.
Final Thoughts
At the end of the day, if you want to make any content convert—whether it’s a podcast, a Facebook post, a YouTube video, or an email—it comes down to this:
Dial in your messaging. Say the right words, in the right way, to the right people.
Install conversion mechanisms. Give people a path to take the next step with you.
When you master both, you’ll never wonder again if your content is “working.” Because you’ll see it—in sales, clients, and impact.
So, what’s your next move?
If you’re ready to make your content convert, start by clarifying your messaging.
Then, choose one conversion mechanism you’ll commit to this month—maybe a workshop, maybe a micro-VSL.
Finally, integrate the two. That’s where the magic happens.
Because content shouldn’t just exist—it should convert.
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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