Your Content Is Attracting the Wrong Clients (Here’s How to Fix It)

In this episode of Do The Work, we’re breaking down a hard truth most coaches need to hear: the clients you’re attracting are a direct reflection of your content.

If you’re getting the wrong leads, low-quality calls, or people you don’t actually enjoy working with, it’s not random. It’s your messaging, your visuals, and how clearly (or unclearly) you’re calling out your ideal client. 

We walk through real examples from our clients including how small tweaks in copy, visuals, and wording can completely change the type of people coming into your business. From who you call out on screen, to what’s happening in the background of your videos, everything matters more than you think. 

Then Terri breaks down how to hire the right people as you scale, including how to structure job postings, filter applicants efficiently, and why culture fit matters more than skill in the early stages of building a team. 

We also answer listener questions around Instagram Stories strategy, boosting posts, and how to think about organic vs. paid content moving forward.

In this episode, we cover:
• Why your current results are a reflection of your content
• How to attract better clients through clearer messaging
• The importance of visuals (not just words) in your content
• How to audit your content using outside feedback or AI
• How to structure job postings to attract the right candidates
• Why filtering applicants early saves massive time
• The difference between organic content vs. paid ads
• What’s currently working with Instagram Stories

Free Resource
Want help fixing your messaging so you attract better clients?
DM us on Instagram with “CONTENT” and we’ll point you in the right direction.

About Us
Coaches Creating Impact helps health professionals scale to $10K–$20K+ months using proven systems for content, lead generation, and sales.

Connect with Us
Reuben IG: https://www.instagram.com/reubendriedger/
Terri IG: https://www.instagram.com/terridriedger/

Transcript

SPEAKER_00 0:00

This is the Do the Work Podcast. Where help girls learn to stop winging it and start scaling. We're your host, Ruben, and Terry.

SPEAKER_01 0:08

He's the ideas guy.

SPEAKER_00 0:09

She's the system brain.

SPEAKER_01 0:10

And together we help you get clients, grow your audience, and actually run a business that works.

SPEAKER_00 0:15

Expect real talk, tactical strategy, and the kind of perspective you can only get when you're building two things at once, a company and a marriage. Let's jump in. Hello, hello, folks. Hey, hey! Welcome to another Do the Work. Do the work. You know what's interesting.

SPEAKER_02 0:30

Do the work. Do the work. Us recording the podcast work.

SPEAKER_00 0:34

Is doing the work.

unknown 0:35

Yes.

SPEAKER_00 0:36

So we are doing the work.

SPEAKER_02 0:38

What a revelation.

SPEAKER_00 0:40

While we're telling other people to do the work.

SPEAKER_02 0:42

What other revelations have you had recently?

SPEAKER_00 0:45

Lots, actually. Too much to share.

SPEAKER_02 0:48

Oh.

SPEAKER_00 0:48

Too much to share.

SPEAKER_01 0:50

Okay.

SPEAKER_00 0:50

We are sipping our apple cider here. Both of us.

SPEAKER_01 0:53

We love apple cider. I was telling my mom about this the other day, and she's like, Oh, do you have it like in fall for a treat? And I was like, no, we have it every day.

SPEAKER_00 1:01

All the time. Although in summer does lessen.

SPEAKER_01 1:04

Yeah, that's true. Yeah, our tea and apple cider addiction does lessen it. But you know what addiction does not lessen?

SPEAKER_00 1:09

Coffee is always increasing. Always. Always increasing. So we got a really fun episode here today. Um we're actually, it's another one of those days where we're recording two of these back to back.

SPEAKER_01 1:19

Yeah, because we're going to a business conference next week.

SPEAKER_00 1:22

In Oklahoma City, where we don't know where that is, but it's in the state somewhere.

SPEAKER_01 1:25

My parents, okay, for those of you who don't know, why am I laughing? It's not funny. Well, it is a bit funny. My parents are entrepreneurs. And when I say entrepreneurs, I mean like multiple eight-figure businesses.

SPEAKER_00 1:37

Yeah. Yep.

SPEAKER_01 1:38

Uh we look like little shits compared to them. Yeah, it's true. So instead of family vacations, they're taking us to a business conference that we could never get into on our own.

SPEAKER_00 1:49

Which is put on by the the owners and founders of Hobby Lobby. Yeah. Which is very fascinating.

SPEAKER_01 1:55

I love, you know what's one thing that I have definitely changed on? I remember when I was a newer entrepreneur, I was crazy about only investing in things that were identical to what I was doing.

SPEAKER_00 2:07

Yes.

SPEAKER_01 2:07

Like I remember even going as far as like I wouldn't join a program by a registered dietitian because I was a holistic practitioner. Like, yeah. Like I was not only did I need it to be the online space, I needed to be like pretty much my freaking niche. Yeah. And I feel like um the more, well, since joining CCI, and then the more we've been scaling CCI, the more I crave seeing what other industries are doing because I think it pulls you out of your own little bubble.

SPEAKER_00 2:35

100%. It gives you a lot of whatever, like variety of like what's all out there in the business world.

SPEAKER_01 2:42

Yeah, specifically because I work in ops. And so truthfully, there are not a ton of companies having great remote ops right now. And so seeing how other companies do it is very enlightening.

SPEAKER_00 2:56

It's very interesting. So maybe we'll have insights that we'll share on a podcast in the future.

SPEAKER_01 3:02

And maybe we won't.

SPEAKER_00 3:03

Maybe we'll learn nothing because we're so smart and handsome and pretty. Not at all. Yeah. Anyways, so the podcast today, we got a little bit of a roadmap here. Obviously, we're gonna answer questions like always. And folks, like we always say, if you got questions, make sure to send them over to us on social media if you want them answered on the podcast. But I'm gonna be talking about copy and communicating properly on social media. Um, and then Terry's gonna be talking about how to find the right people to bring on as team members. Because she's been helping some of our current clients who are scaling do this, and I think there's just a couple key points that I think everyone should know. Yeah. So are we ready to dive in? Let's do it. So I wanted to talk about this because in the last couple weeks, we've had a couple clients have these aha moments of where all of a sudden they were like, Oh, I'm attracting these types of people to become clients or jump on sales calls, and I'm and they're like, I don't know why I'm attracting these people. Then we go back and we look at their content and their mini-ads, and guess what? They're calling those people out.

SPEAKER_01 4:14

Yeah, it's like what you always say, what's that quote you always say about like the results you're getting right now are perfect for the work you've been putting in? So, like if you're putting out there a certain type of content and copy, the results you're getting are actually perfect for what you're putting out there.

SPEAKER_00 4:29

Exactly. And I'm gonna share two examples here of two of our clients. I was chatting with one of our clients on one of the group calls that Terry and I host on Tuesdays for our group.

SPEAKER_01 4:37

Oh, I thought I was based out of that one.

SPEAKER_00 4:40

Well, you know, you're not getting kicked up. You might I am though. You might be getting access to other group calls. Anyways. I might be.

SPEAKER_01 4:47

No, you are so you're saying I'm doing all this prep for nothing?

SPEAKER_00 4:49

No, you are. Sheesh. Anyways, so I was on one of these group calls, and the person was like, I want to attract these types of people. So then I pulled up his mini-ad, and his mini-ad did not call out that type of person. Right? So, so for this, and this is a good example. So, in this video, um, I'm gonna I'm gonna share details. This client, if you're listening to this, we love you and you're doing great. Amen. Amen. Obviously, we talked about we need to make some changes. So he was in this video lifting this massive rock, and it was like super impressive and like inspiring. But then when we talked about who he wants his ideal client to be, it's fighters, MMA fighters, boxers.

SPEAKER_01 5:28

Yeah.

SPEAKER_00 5:29

And so, number one, he wasn't calling them out in the copy, in the words that he said. And lifting a stone is not necessarily going to attract fighters. It'd be much better if number one, he would call them out in the copy, like if you are a boxer or MMA fighter, this reel is for you, basically. And then also if visually he would be representing that by in the video him boxing or him fighting or something like that. And this is something that I see quite a lot, and I've actually noticed this when I post content of like me out in the mountains for my business stuff, I often attract people who like being outdoors as well. Yeah. And it's just this like, like I get it unintentionally at the beginning, but you have to realize that everything in your surroundings that you post when it comes to video and the words that you say, all of that is going to go to work to attract someone. Yes. Right? So, like, I could have the exact same message, and my background could be the mountains, or my background could be a swimming pool, or my background could be an inside of a shopping mall, or my background could be whatever it could be. And even if my words are exactly the same thing, I will attract slightly different people just because of the visual. And then also the words on the screen also matter, and how you're talking in the video also matters. So that was the first example. Is like the person wanted to attract someone, they weren't attracting them, and it was very clear because they weren't calling them out with the text on the screen and the video. So the second example is we have a client who's crushing it. Uh, she just had her first, I think, 40k month in January. She's doing great, she's hiring some people, which is what we'll talk about soon for you, Terry. But it was interesting how she was like, in the last couple months, I've been getting more people. She helps people with like bloating and IBS and all that kind of stuff. And she's like, I started to get all these complicated, complicated cases of people with like acid reflux and all these different things that I didn't want to work with them, but I was signing up as clients and I wasn't enjoying it as much. And she was like, I'm I was so confused on why I was attracting these people. And she went back to her ad and her ad had the word acid reflux. And nowhere else actually she looked like her normal content on her bio, it didn't, but because the ad is the first thing people see, they were coming in. Yeah. And yes, what number one, she was actually still making great money, a great ROI on those ads, but she didn't necessarily want to work with those people more, and she could get the other types of clients that she wanted to work with and still be profitable.

SPEAKER_01 8:04

And the thing I have to say is it is so important to have someone else look at your stuff because we tend to have blinders on when it comes to our own content. We're like, no, no, no. I only speak to my ideal client, I only use this language. Exactly. I only post these kinds of videos. But there is so much power, like, especially in my department, we do this all day long. Like, I send stuff to my op specialist cat, and I'm like, hey, can you just review this? Uh, our your Ruben, your EA, often sends stuff to um me being like, Hey, can you quickly look over this? Like, having someone else look over your content is so, so crucial because we always think we're killing it. Well, exactly. And truthfully, first of all, always be open-minded to feedback. I'm always blown away when people uh like are defensive. Don't be defensive.

SPEAKER_00 8:57

No, don't be defensive.

SPEAKER_01 8:58

Take feedback.

SPEAKER_00 8:59

Yeah, exactly. So take feedback. Like if you got a friend or a brother or a sister or even a peer, or if you don't have a mentor, get a mentor to help you with this. Um, but you can also just like go look at your content from the last couple of weeks and just ask yourself, who am I talking to in this content?

SPEAKER_01 9:18

Or or drop it into ChatGPT because Chat GPT is great. Like, and don't don't give ChatGPT what you want. Don't be like, I'm calling out this person, right? Like, don't don't be biased to it because then it'll give you a biased answer. But what I would sooner do is drop a bunch of your copy in there, drop a bunch of your scripts in there and say, hey, according to this, who do you say I'm calling out?

SPEAKER_00 9:40

Yeah, who do you think my ideal client is when you look at this content?

SPEAKER_01 9:44

Yeah, exactly.

SPEAKER_00 9:45

Yeah, because if you tell it, this is my ideal client, am I calling them out? ChatGPT can be a yes man.

SPEAKER_01 9:49

Yeah, Chat GPT wants to please you.

SPEAKER_00 9:51

It wants to please you.

SPEAKER_01 9:52

I have literally put in the settings of my Chat GPT something like, please piss me off. Um, like I I've put such direct language about like do not be biased towards what I am, uh, which I greatly enjoy.

SPEAKER_00 10:05

Yeah. No, you gotta you gotta learn how to use AI properly. Yeah. So I wanted to just bring this up because a lot of people they complain about a bunch of different things. I'm getting broke leads, or I'm not attracting the right type of person, or I'm not attracting enough leads. All of that is in your control. If you want to attract more leads, you need to post more content or spend more on mini ads. If you want to attract better people, you need to call out better people. If you don't want broke people, you need to call out people who can't afford your services and also have a big enough problem that they're willing to spend on your services. All of those are in your control. I always I tell our clients business is coming from you, not at you.

SPEAKER_02 10:46

Yes.

SPEAKER_00 10:46

So if you want to change things, you can change things. You have control. But you need to stop with the complaining mindset and go with the creation mindset.

SPEAKER_02 10:54

Yes, yeah, absolutely.

SPEAKER_00 10:55

Anyways, done ranting, Terry. We wanted to talk about code. So maybe I'll preface with this.

SPEAKER_01 11:01

Yeah, please do. Terry's like Ruben, sometimes I asked him, usually I prep what we're gonna talk about in these podcasts, but I didn't have time today. So I was like, Ruben, can you prep? Um and he tells me I sit down I sit down and he's like, You're gonna talk about hiring. I'm like, uh, in what regard?

SPEAKER_00 11:19

So, so here's here's what we're gonna do. We have a couple clients in our CCI scale program. Yeah. Um, and like we work with some people who are doing like 20,000, 30,000, 40,000, even$50,000 a month as health practitioners, and a lot of them need to learn how to hire people and delegate the right things. So, what I wanted to go through is maybe just your top three things when it comes to number one getting enough applications for a job hosting, and then maybe your top three things in interviewing. Just because a lot, basically, just in the same way as your sales could be incredibly hard because you're attracting the wrong person at the top of the funnel. Yes. Your team members could be the wrong team members, and it all starts at the beginning of a job description in the interview process. Yes. So I want you uh let's start here. Top three things that are going to get you enough applicants for your job description, but also good quality. Yeah, what would you say those three things are?

SPEAKER_01 12:15

First of all, be very, very, very, very, very, very, very clear on who you want to hire. Um, like, know if you're going after an employee, if you're going after a contractor. And by the way, guys, like I I've said this probably eight times this week. If you are going after contractors, know the laws of where you live. 100%. Uh your accountant should know that, your bookkeeper should know that. If you have a lawyer, they'll definitely know that. Um, because depending on what state you live, depending on what province you live in, the laws on how you can treat or cannot treat contractors is completely different. Uh, same with employees. Like, like you just when you go into hiring, you don't want to throw the law to the side. Exactly. You want to spend money on ensuring you are within the law. Um, because a contractor, for an example, one of the things that an HR rep would tell you is that they have to have their own business to an extent. So let's say your first hire is a VA. Yeah. Well, that's likely someone who has other clients as well, and they would sooner fit into that bucket. Just for an example. So, my point being is when you're gonna write out your initial job description, your initial, hey, I'm hiring, make sure you know is this person a contractor or an employee? Yes. If you want a part-time person, I would likely recommend starting with a contractor, unless where you live doesn't allow you to do that well legally. Um, and then if you're looking for a full-time person, I would definitely recommend an employee. Um, and then be super, super specific. Be super specific on your job description of who you are looking for, what kind of attributes do you want them to have, and then also who do you not want? Like who is not the right person. The other thing I highly recommend is if possible, link your Instagram, link your website, somehow make your application go through your website or Instagram so that they have to set their eyes on your business in order to apply. Because what we used to do is I would drop our job description, like a straight up PDF into a Facebook group, for an example. And then I would get hundreds of Facebook messages and these people didn't even know what we did. Right. Whereas now what we do is on our website, there's a careers page where then when we're hiring, they can click on that specific hiring block. It will tell them about that specific role, it will then link them to a JOT form where they answer questions and drop a resume. Um, that of course is a more sophisticated build out, but even if your application, even if you're saying things like, hey, you'll find the application in my bio, um, that is just forcing, like you are gonna learn in hiring. You want there to be roadblocks so that people have to go do things in order to apply for your job.

SPEAKER_00 15:07

Yeah, 100%. This is great. I know you have some great tips when it comes to interviewing. And I'll I'll share with you what I want you to.

SPEAKER_01 15:16

Yeah, and like, what are my great tips here? No, no, it's always so funny hearing Ruben like compliment what I do for work because I don't hear it a lot. What are my great tips?

SPEAKER_00 15:24

Don't hear it a lot. That's the truth. I'm like, huh. Uh no, number one, you are so good at filtering people with that like pre-video uh video pre-interview. Um, and then we also want you to talk about just like how to make sure people are also a culture fit on the interview. And then I have another thing, but I'm not gonna get ahead of myself. So start with like the video thing that you do. That thing is so easy.

SPEAKER_01 15:46

Yeah, so when I first took took over recruiting for CCI, I was interviewing so many people. Like I remember we once we were hiring for a consultant role. I think I did like 18 interviews, which I know sounds ridiculous. It was ridiculous. Yeah. Um, but what I find, my personality, so I don't know what people in the like woo-woo world would call me, but I'm like, I need to experience your energy. Yeah. I cannot tell by a resume if you are going to be a great fit. Um, but I was like, okay, this is not sustainable, especially there was this point where we were hiring for like five roles at one time. Yeah. And I'm like, I do not like, I still run marketing and finance and ops and team development. And so, like, I don't have time in my schedule to do 18 interviews for five different roles in the next month. Um, so then what I did was I switched to uh video-based interviews. So, this is what a lot of corporate companies do. Here again, I'm taking so much advice from what corporate quote unquote normal businesses do because they do it so much better than a lot of remote companies do. Um so uh my goal is always to get 100 to 300 initial applications, then using ChatGPT, usually I take it down to about 50. I then email 50 people asking for a video interview. Again, this is a roadblock. Not everybody's gonna want to do it, which is what you want. You want those people to fall off. Um, by the way, when you're sending 50 emails, this is another thing I learned. Make sure you're using a software. These softwares are free that will drip out your email sends.

SPEAKER_02 17:22

Yeah.

SPEAKER_01 17:22

Because if you send out 50 emails at once, I have done this, you will get zero responses. So, what I do is I just ask for a very simple video. I say, let's keep it two to three minutes. I want to hear what your name is, why you're interested in this role, and why you feel like you would be a great fit for CCI. Um, and I usually press play on these videos, and within 10 seconds, I know whether I'm gonna move forward with them or not. And then from there, my goal is that five people move forward with a culture fit interview.

SPEAKER_00 17:55

I love that. I love that. So then just talk about what are some questions you ask on the interview to make sure they're a good culture fit and why are we making sure that they're a culture fit interview.

SPEAKER_01 18:03

Yeah, so our first round of interviews is culture fit interviews. And guys, before right now, what we do is I do all of the culture fit interviews and then I toss them off to the correct department. So then either Ruben is doing their skill-based interview or Cassie or me. But what I used to do um when we didn't have that big of a build out, I just did both a culture fit interview and the skill-based interview. Um, so in a culture-based interview, you are essentially trying to figure out if they're a shitty human or not. Um, and if you want to work with them day in and day out. Like I often ask questions like if you're having a really hard day at work, if things are not going well, if you have to do a ton of troubleshooting, uh, what are some of your go-tos? How do you move through that? Like, you want to ask them hard questions. You wanna make it sound like working with you is not some rainbows because you'll see some people's faces drop when you're asking things like, okay, let's say there's a day where you've booked no calls and KPI is to book three. How are you mentally working through that? Yeah. Um, and some people you'll notice right away is they're not built to push through hard things. Um, some people come forward extremely cocky. I've got on interviews where people are like, This is what I would do to fix your company, um, which you do not want. And so, yeah, you just get like, in essence, a great vibe for the person, um, which is what you want. Because at the end of the day, skills can be taught, culture cannot be taught. They are either gonna be someone who fits in with your culture well or not.

SPEAKER_00 19:39

Or not. I love that. Okay, we do need to get to questions because this episode is going. So let me go ahead and pull these up. By the way, isn't Terry amazing at hiring? Just incredible.

SPEAKER_01 19:54

Wow. Someone's getting lucky tonight. Oh my gosh, Terry.

SPEAKER_00 20:01

Oh, okay. So this person's asking at this moment, I'm not really sharing any personal content in my stories. Do you recommend to share more insights into my personal life? What would be the right balance here?

SPEAKER_01 20:15

No. Oh, sorry. Because you want to answer questions.

SPEAKER_00 20:19

Extrapolate.

SPEAKER_01 20:21

Okay, so this is where social media is constantly changing. A couple months ago, I would have said yes. Right now, again, which is actually the same as about a year ago, yeah, we're noticing that one story, max, two stories a day, are doing well. And you do not want to use up one or two stories on your dog or um your perfectly frothed latte.

SPEAKER_00 20:46

Exactly. Absolutely. Now, the the one caveat I would have to this is that in your content on your feed, there can be sometimes um a benefit for sharing like what's going on in your life when it comes, as far as like your story when it comes to how it interacts with your ideal client.

SPEAKER_02 21:03

Yeah, it just still has to do with your niche. It can't be like I went to Florida.

SPEAKER_00 21:07

Exactly, yeah, exactly. So it's not like you're not sharing like Florida Florida. Um we're not sharing, like, yeah, a carousel of like my weekend. Like, you're like if you have like a hey, this happened in my like my day-to-day, and this is how like I reacted to it, and this is why you should. Yes. Like you can talk about stories like that way, but I wouldn't do it like it used to be. Like, we're still personal brands, being that you are a human and you are unique and all that stuff, but we're not as much like influencers. No. Is not what we want to be looking at. Correct. Um, so where's the next question? Okay, so this person asks Hey, I posted a reel over the weekend and it took off. I got 130 new followers on Instagram and 200 followers on TikTok in less than two days.

SPEAKER_01 21:56

Nice.

SPEAKER_00 21:57

Should I boost this post so it stays in front of potential clients? And it helps me get consistent new followers because I noticed their organic content usually stops getting reached at some point. So I'll go ahead on this one. Now, number one, if your organic reel did very well and got a bunch of followers, that's amazing. Number one, create more organic content like that. Yes. But the first thing we have to look at is let's go look at these followers and make sure they're actually the same type of people who would join your program. A big mistake a lot of people make is that they'll post something organically and maybe it was just something funny or entertaining and it just went viral because of that. And then they're like, oh, I'm gonna boost it. But none of those people who followed you because of that one post are actually people who would ever be clients.

SPEAKER_01 22:44

Yeah.

SPEAKER_00 22:45

And so now, if you do find, hey, these people are great. Like out of these couple hundred followers, I booked a couple sales calls, I closed a client, da da da da. You know what? Yeah, maybe we should actually try to boost it out. Um, we usually have a very specific format for boosting content, like we have a very specific method and formula that like is just it it works incredibly well. So we don't usually recommend following something else unless it's very tried and true. So I we just do a little bit more further uh research before potentially boosting that. Terry, do you have anything to say on that?

SPEAKER_01 23:17

Yeah, no, I completely agree because at the end of the day, like I always tell people you need to be thinking about your paid marketing completely differently than your organic. They are two different worlds. Um, so I would not ever necessarily boost something just because it does well organically. In the same way that like some of your best performing ads, if you would pref if you would post them organically, they would probably shit the bed. Like it's it's both ways. Um, and that's how it's meant to be.

SPEAKER_00 23:45

It is how it's meant to be. Those are all the questions we have for today. Just those two. But we'll be seeing you folks in the next episode, and we're gonna go keep on drinking our applesada.

SPEAKER_01 23:54

Enjoy your week.

SPEAKER_00 23:55

Bye for now.

SPEAKER_01 23:56

Bye.