If you are posting every single day on social media and it’s not turning into clients, we need to have a real conversation.
I know the love-hate relationship you have with social media. It eats up an enormous amount of your brain space and your day — and yet the giant elephant in the room is that it’s not creating leads. It’s not generating momentum. It’s not moving potential buyers closer to a “yes.”
And the truth is simple:
If your content is not moving people toward hiring you, your marketing is broken — and doing more of the same won’t fix it.
Here’s what most business owners forget:
Your business is built on strangers — but it starts with people who already know you.
Before you can get great at serving people who are brand new to your world, you have to get great at serving the circle of people who already have familiarity with you.
The average human being knows 600 people. Six. Hundred.
You already have a pool of warm buyers inside your life — former colleagues, old clients, people you’ve met in programs, your online connections. Many of them are on your social platforms right now. But instead of leveraging that circle, most entrepreneurs skip right past it looking for complete strangers.
When you’re validating ideas, testing offers, or looking for proof of concept, it is always easier to go short than to go long.
Sell to the audience you already have.
But you can’t sell to them effectively if you’re making these three conversion-killing mistakes.
The 3 Simple Mistakes Killing Your Conversions:
Mistake #1: You’re Just Posting Random Tips
The biggest mistake I see business owners make is posting endless educational content.
Three tips for this.
Five tips for that.
How-to, how-to, how-to.
Here’s the problem:
People don’t pay likable experts. They pay leaders they trust to create results.
Educational content alone attracts people who like you… but not people who buy from you. And while likes feel good, they don’t build businesses.
Mistake #2: You’re Hiding
If people never see your face…
If you never show behind the scenes…
If you avoid sharing your real life or personal stories…
…your audience will silently ask: “Are you even human?”
Especially in a world where AI can generate perfectly polished content in seconds, humanness is now a competitive advantage.
Your unwillingness to show yourself — your face, your values, your story — is costing you clients.
People choose to support a person long before they choose to support a company.
Mistake #3: You Never Ask People to Do Something
You’re delivering the value.
You’re sharing the tips.
You’re showing up consistently.
But you never actually invite people to take action.
Marketing exists for one purpose: Movement.
If you don’t ask people to book a call, join a program, DM you, click, comment, or engage… they won’t move.
And that’s exactly why you hear crickets.
Ready for the Fix?
These mistakes are simple — and completely fixable.
When you change how you show up, your content becomes a tool that moves buyers closer to your business every day.
Your Business Mentor,
Christine Campbell Rapin
