From the Codex //012: How to Diagnose Why Your Content Isn’t Converting (And What to Fix First Using the Brand Demand Framework™)
Content strategy, brand archetypes, and buyer psychology decoded weekly to help you create a brand that resonates and converts.
Why Your Content Isn’t Converting (Even If You're Posting Consistently)
When a client comes to me wanting a six-figure launch, the first thing I ask is:
“How warm is your audience?”
Because before we talk about offer strategy, emails, or even content creation this is the question that determines whether your launch will pop off or fall flat on its face.
And 9 times out of 10? Nobody can answer it clearly.
Not because my clients are beginners, but because no one has ever taught them how to actually measure buyer readiness, let alone create content that moves their audience from “just found you” to “can’t wait to buy.”
If you’ve been posting consistently, following all the tips, and still wondering why your content isn’t converting,
Here’s the missing link:
It’s not just what you’re posting.
It’s when and why you’re posting it.
Content that converts follows the emotional sequence of buyer psychology.
It aligns with where your audience is now and intentionally moves them to the next phase of readiness.
Today, I’m walking you through how to diagnose where your audience is stuck and what type of content will shift them forward, so your message doesn’t just resonate, it converts on command.
Let’s break it down.
The Real Reason Your Content Isn’t Converting
Most creators and coaches think they have a content problem.
And yes, your content probably can be more powerful.
(Stay tuned for the upcoming “From the Codex” series where I’ll be breaking down how to write persuasive content that converts.)
But before we talk about making your content more persuasive
You have to understand what phase of the buyer journey your audience is in right now.
Because here’s the real problem:
Your audience is in one emotional state, but your content is speaking to another.
For example: your audience just found you. They’re curious, but they don’t really know who you are yet. So what they actually need is brand storytelling, identity-driven content, and a reason to care about what you have to offer.
But instead, you’re jumping straight into selling. You’re talking about your offer, your testimonials, your frameworks, when they haven’t even moved through the know and like phases.
Or another example: you’re trying to build trust with long-winded how-to content and educational posts, but your audience hasn’t even connected with you emotionally yet. They don’t “like” you enough to be ready to trust you.
So if they buy, they buy once, and never again. Because they never liked you enough to commit to your brand.
That mismatch between where your audience is in the buyer journey and the type of content you’re sharing creates disconnection.
And disconnection = no conversions/ inconsistent sales.
That’s why I teach the Brand Demand Framework™: a 5-phase marketing strategy that maps your content to your audience’s emotional readiness to buy.
It’s not about guessing what content you should post next. It’s about diagnosing where your audience, and curating content that fits them right where they are at.
Before you can optimize your message you have to meet your audience where they actually are.
What Is the Brand Demand Framework™?
The Brand Demand Framework™ is a 5-phase buyer psychology system that helps you lead your audience from:
Cold and curious → to emotionally connected → to confident and ready to buy.
Each phase answers the real question your audience is asking underneath the surface:
Your content doesn’t need to do everything at once. But it does need to meet your audience where they are and guide them, phase by phase from know → like → trust → buyer.
How to Diagnose Your Audience’s Readiness to Buy (and What Content to Post Instead)
Let’s break down how to identify where your audience is stuck and how to move them forward using the Brand Demand Framework™.
Phase 1: Awareness
Symptoms You’re Stuck Here:
Your content is getting good reach, but few saves or comments.
People are just discovering you, commenting once or twice, but not sticking around.
Comments like “Yesss I agree 🔥” or “This!!” with no follow-up action.
What This Means:
Your audience is still getting to know you. You’ve sparked interest, but you haven’t yet built connection or resonance.
What to Post to Move Forward:
Start creating “Like” phase content. Personal stories. Strong opinions. Behind-the-scenes insights. Let your audience feel closer to you as a human, not just as a voice on the internet.
→ Not sure how to do this? Take the Brand Archetype Quiz to learn how to express your energetic presence through content.
Phase 2: Connection
Symptoms You’re Stuck Here:
You’re getting DMs like “I love your content!” but few inquiries.
You feel relatable, but not necessarily trusted.
Your audience engages, but they’re not taking next steps.
What This Means:
You’ve created emotional resonance, but you haven’t established authority. They like you, but they’re not convinced you’re the one to help them.
What to Post to Move Forward:
Shift into Authority content. Introduce your frameworks. Share client results. Tell the origin stories behind your offers. Build strategic proof, not just personal presence.
Phase 3: Authority
Symptoms You’re Stuck Here:
Your audience sees you as smart or insightful, but doesn’t convert.
You’re over-educating and under-activating.
People save your content but don’t inquire or engage.
What This Means:
You’re seen as an expert, but not an activator. You’re trusted, but they’re still on the fence about acting now because you haven’t primed them to move (yet.)
What to Post to Move Forward:
Create Activation content. Free resources, interactive posts, mini-trainings, live Q&As, things that invite them into momentum. The goal isn’t to sell; it’s to get them moving.
Phase 4: Activation
Symptoms You’re Stuck Here:
People are warmed up and ready, but you’re hesitating to invite them in.
You’re doing all the right things but not actually asking for the sale.
Your last few posts got tons of traction, but led to nothing.
What This Means:
You’ve built the fire, but you’re not stoking it. Your audience is ready, but you’re not giving them clear, confident next steps.
What to Post to Move Forward:
It’s time to shift into Conversion content. Be clear. Be direct. Make the invitation. Your people are ready, but they need you to lead.
Phase 5: Conversion
Symptoms You’re Stuck Here:
You’ve launched, but sales are lower than expected.
You’re relying on urgency, DMs, or “last chance” posts to drive results.
Your audience was warm, but somehow didn’t convert.
What This Means:
You missed emotional micro-steps earlier in the journey. And now you’re relying on logic and urgency rather than trust and desire.
What to Post Now:
Audit your launch content. Was there enough emotional resonance earlier on? If not, go back and fill the gaps with Connection and Authority content between launches.
How Your Brand Archetype Influences Content Gaps
Not every brand creates content the same way. Depending on your brand archetype, you may naturally lean into one phase, and resist others.
Sages often over-educate in the Authority phase, but under-connect in the Connection phase.
Creators may stay stuck in the Awareness phase, prioritizing vibe over clarity.
Rulers jump to Conversion, skipping emotional resonance altogether.
Want to know which phases you over or under-emphasize?
→ Take the Brand Archetype Quiz here
→ Or read July’s guide on the Best Content Types for Your Brand Archetype
Final Thoughts: Your Audience Is Closer to Buying Than You Think, If You Give Them the Right Next Step
Most content isn’t converting because it’s “not good enough.” It’s not converting because it’s speaking to the wrong emotional readiness of your audience.
But once you know where they are, you can meet them with the exact content they need to move forward.
Conversion doesn’t happen by accident.
It happens when your message matches your market’s mindset.
Want to Create Persuasive Content That Converts?
If you want to fix your content strategy and start writing content that actually sells, start here:
My $27 course that walks you through exactly how to write posts that lead to sales.
Want to go deeper with custom support, buyer psychology, and brand-led sales?
My flagship community for intuitive entrepreneurs building iconic brands.
Frequently Asked Questions
Q: How do I know which Brand Demand phase my audience is in?
A: Start by reviewing your analytics and audience behavior. Are they watching silently? Engaging but not inquiring? Inquiring but not buying? These are cues that tell you where your audience is emotionally. Use the phase descriptions above to assess where they are.
Q: Should I post content from all five phases at once?
A: You can, but it works best when focused. Center your content around one phase based on where you are in your sales cycle and layer in supportive content from adjacent phases.
Q: What if I’m not launching right now?
A: You can still use this framework to prep your audience for future offers. Think of it like preheating the oven. When the time comes to sell, they’re already warm.
Q: How does my archetype affect my content strategy?
A: Your archetype can help you understand your natural strengths in content creation and where you might need more intention. Take the quiz here to find out yours and optimize accordingly.
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