If your audience only likes your posts but never DMs you, they’re not ready to buy.
Here’s a hard truth that most people don’t want to hear:
Likes don’t pay your bills. Engagement doesn’t equal income.
You can have thousands of followers who love your content, comment on your posts, and share your Reels…and still struggle to make sales.
Because there’s a massive difference between someone who consumes your content and someone who’s actually ready to buy.
And if you don’t understand this difference, you’ll keep creating content for the wrong audience while wondering why nothing converts.
The Two Types of People in Your Audience
Type #1: Content Consumers
These are the people who follow you because they like what you post. They’re interested. They’re learning. They might even think “I should do that someday.”
But they’re not actively looking for a solution right now. They’re not ready to invest.
They’ll like your posts. They’ll save them for later.
But they won’t DM you. They won’t book a call. And they definitely won’t pull out their credit card.
Type #2: Intent-Based Buyers
These are the people who are actively searching for what you offer RIGHT NOW.
They have a problem they need solved. They’re ready to invest. They’re comparing options and looking for the right person to work with.
They’re not just scrolling for inspiration. They’re on a mission to find a solution.
And when they find you? They take action immediately.
They DM you with questions. They book a call. They ask about pricing. They want to know how to work with you.
Here’s the Problem Most People Face
Most content is designed to attract Content Consumers, not Intent-Based Buyers.
You’re posting tips, inspiration, behind-the-scenes content, and educational carousels. All great for building an audience.
But none of it is speaking directly to the person who’s actively searching for help right now.
So you end up with an audience that loves your content but buys from someone else.
And you start thinking something’s wrong with your offer, your pricing, or your messaging.
But here’s the reality: Your content is just attracting the wrong people.
How to Stand Out to Intent-Based Buyers
If you want to attract people who are ready to buy, your content needs to do three things:
- Speak to Their Immediate Pain Point
Intent-based buyers aren’t looking for general tips. They’re looking for solutions to a specific problem they’re dealing with right now.
Your content needs to call out that exact pain point in a way that makes them think, “This person gets exactly what I’m going through.”
- Show Them You Have the Solution
They’re not just looking for information. They’re looking for someone who can actually help them solve their problem.
Your content needs to demonstrate that you understand their situation AND you have a proven way to help them get results that’s better and more effective compared to what they’ve already tried.
- Make It Easy for Them to Take the Next Step
Intent-based buyers don’t need to be convinced over 90 days of nurturing. They’re ready now.
Your content needs to have a clear call to action that tells them exactly how to work with you.
A big mistake I often see my clients making before we start working together is they assume if their content is good, people will naturally take the next step and DM them or book a call with them.
A simple shift is having a very simple clear next step for people to take. Just like on YouTube, telling people to subscribe if they like the content reminds people to hit the subscribe button.
Instead of generic CTAs like “Hope this helps. DM me if you’d like more support.” call out a specific problem and the step they should take for the solution. Example: “Want help fixing messaging gaps costing you clients? DM me CLIENTS for a personalized money leaks audit.”
What This Actually Looks Like
Content for Consumers: “5 tips to grow your email list”
Content for Intent-Based Buyers: “If you’re launching next month and don’t have an email list yet, here’s exactly what to do”
See the difference?
One is general advice for anyone. The other is speaking directly to someone with a specific problem who needs help right now.
Content for Consumers: “Why your marketing isn’t working”
Content for Intent-Based Buyers: “If you’ve been posting for 90 days and still aren’t getting clients, here’s what’s actually broken (and how to fix it)”
One is vague. The other is specific, urgent, and speaks to someone actively looking for a solution.
Content for Consumers (CTA): “Hope this helps! DM me if you’d like more support.”
Content for Intent-Based Buyers (CTA): “Want help fixing the messaging gaps costing you clients? DM me CLIENTS for a personalized money leaks audit.”
See how the second one calls out a specific problem and tells them exactly what step to take?
Intent-based buyers don’t need vague invitations. They need clear direction on how to get the solution they’re actively searching for.
The Shift You Need to Make
Stop trying to attract everyone. Start speaking directly to the people who are ready to buy.
This doesn’t mean you stop posting educational content completely. It just means you need to balance it with content that speaks to people who are actively searching for what you offer.
Because here’s what happens when you do this:
The right people start raising their hand. They DM you. They book calls. They ask how to work with you.
And suddenly, you’re not just building an audience. You’re building a business.
The Bottom Line
If your audience loves your content but never buys, it’s not because your offer isn’t good enough.
It’s because you’re speaking to content consumers instead of intent-based buyers.
And the fix isn’t to post more. It’s to post intentionally.
Start creating content that speaks directly to the person who’s actively searching for help right now.
Make it clear you have the solution they need. And make it easy for them to take the next step.
Because the people who are ready to buy? They’re not looking for more free content.
They’re looking for someone who can help them solve their problem. And if you position yourself as that person, they’ll reach out.
Want to know if your messaging is attracting content consumers or intent-based buyers? Book a free money leaks audit here and I’ll show you exactly what needs to shift to start bringing in ready-to-invest clients.
