Struggling to Get Sales on Social? Your Content Might be the Problem.

Let’s be real—if someone landed on your social media right now, would they immediately know who you help and what you do?

Or would they see…

A mix of random personal posts and business promotions?
A motivational quote, a dog pic, and then a “Buy Now” post?
A bunch of engagement posts that get likes but don’t lead to sales?

If that sounds familiar, your content isn’t doing its job.

Here’s the truth: Confused people don’t buy.

And the biggest reason your audience isn’t buying?

They likely don't know HOW you can help them!

Why People Aren’t Engaging (Or Buying!)

Think about the accounts YOU follow on social media.

You follow big brands or experts because they provide value in a specific area, right?

🔹 Mel Robbins? Personal development, confidence, and mindset.
🔹 Rachel Pedersen? Social media growth & strategy.
🔹 Hormozi? Business scaling & monetization.

They don’t randomly switch topics. They have a clear message, and it’s why people keep coming back.

👀 Now look at your content.
👉🏻 Do people know exactly what to expect from you?
👉🏻 Or are they trying to figure out if you’re a mom blogger, a skincare expert, or a travel influencer?

If people don’t know what you do, they won’t buy from you.

And that’s where your Specialty Dish comes in.

The “Specialty Dish”: Why You Need ONE Core Focus

Here's a quick analogy:

🌮 If you want tacos, you go to a taco restaurant.
🍔 If you want burgers, you go to a burger joint.
🚫 You wouldn’t go to a restaurant that sells sushi, burgers, pasta, and tacos—because that’s a hot mess.

Yet, this is exactly what most people do with their social media.

One day they post about their morning coffee, the next it’s a random engagement post about tacos vs. pizza, then suddenly they’re selling a product with zero context.

💡 This is why people aren’t buying.

Your audience doesn’t know what they’re following you for—so they keep scrolling.

The fix? You need a Specialty Dish.

Let's Find Your Specialty Dish in 3 Simple Steps

Your Specialty Dish is the ONE thing you become known for—the thing that makes people think of YOU when they need help.

Step 1: Who Do You Help?

Your ideal audience is NOT “everyone.” The more specific you get, the easier it is to attract the right people.

📌 Bad: “I help people get healthy.”
✅ Better: “I help busy moms in their 30s and 40s lose 20 lbs without restrictive dieting.”

📌 Bad: “I sell skincare.”
✅ Better: “I help women over 40 get glowing skin with simple, effective skincare routines.”

Step 2: What’s the #1 Problem You Solve?

Your content should be the answer to your audience’s biggest struggle.

📌 Bad: “I sell wellness products.”
✅ Better: “I help women fix bloating & gut health naturally—without giving up their favorite foods.”

📌 Bad: “I do real estate.”
✅ Better: “I help first-time homebuyers in [your city] find their dream home without the overwhelm.”

Step 3: What Do People Already Come to You For?

If people constantly ask you about meal prep, fitness, or social media tips, that’s a clue!

✔️ Do friends ask you about gut health, skincare, weight loss, or fitness?
✔️ Are people coming to you for content ideas, sales advice, or social media tips?
✔️ Do you get DMs like, “What do you use for your skin?” “How did you lose weight?” “What business tools do you recommend?”

If so—lean into it.

Real Example: One of my clients, Kiki, used to post about mom life, farm life, real estate, self-care, weight loss, and products—all at the same time.

📉 Result? Her audience wasn’t clear on what she did, and sales were inconsistent.

🚀 After: We narrowed her focus to her own personal transformation—how she lost 80+ pounds WITHOUT ending up with loose, saggy skin.

📈 Result? She added 11+ new leads to her list from just ONE simple post.

💡 Why did this work?
She became known for one specific thing.

Your Content Strategy = Answering 20-25 Core Questions

Once you’re clear on your Specialty Dish, your content should be built around answering the same 20-25 key questions—over and over.

(Yes, OVER AND OVER.)

Think about sourdough content creators.

They answer the same core questions repeatedly:
✔️ What’s a sourdough starter?
✔️ How do I feed my starter?
✔️ What do I do if my bread doesn’t rise?
✔️ How do I store my sourdough?

🚀 This is exactly what you need to do in your niche.

📌 For example, if you sell skincare products:
✔️ What’s the best morning vs. night routine?
✔️ How do I get rid of dark spots?
✔️ Do I really need SPF every day?

📌 If you sell gut health supplements:
✔️ Why am I bloated after eating?
✔️ Do probiotics actually work?
✔️ What’s the best way to heal my gut naturally?

📌 If you’re a real estate agent:
✔️ How much do I need for a down payment?
✔️ How do I buy a house if I’m self-employed?
✔️ When is the best time to list my home?

The BIGGEST mistake people make? They assume people already know what they know.

But remember: What’s basic to you is mind-blowing to someone else.

It’s Time to Get Clear (And I’ve Got a Free Tool to Help You!)

If you’re tired of throwing content at the wall and hoping something sticks, it’s time to simplify your strategy.

I put together a FREE Content Planning Board to help you:
✔️ Get clear on your Specialty Dish
✔️ Identify your 20-25 core content topics
✔️ Map out a month of content in under an hour

📌 Grab it here: Planning Board

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