After watching hundreds of people try to turn content into customers.

Roman Mbaka

26d • 💬 Chat

Here's what I've learned after watching hundreds of people try to turn content into customers.

The thing is that most people are creating content like they're building a following.

And yeah, that works if you want followers.

But we all know that followers can’t and won’tpay your bills.

Buyers do.

And the content that gets followers is not the same content that gets buyers.

Let me explain what I mean.

The platform changes how people think.

When someone opens TikTok, they're bored.

They want to be entertained.

They're killing time before their meeting starts or they're on the toilet or they're avoiding the conversation happening at the dinner table.

Their brain is not in problem-solving mode.

It's in distraction mode.

When someone opens Instagram, they're scrolling through their life and their friends' lives and ads and memes and they're just seeing what's happening.

They might stop if something's interesting but they're not looking for answers.

They're looking for a vibe.

But when someone opens YouTube, something different is happening.

They typed something into the search bar. Or they're watching videos about a specific topic because they're trying to get better at something.

They have a problem and they're looking for a solution.

That's a completely different brain state.

And when someone sees your ad, they know immediately that you're trying to sell them something.

So their guard is up.

They're skeptical.

They're thinking what's the catch before they even read the first line.

Same person. Four completely different mental states.

And if you're creating the same type of content for all of them, you're wasting your time.

Let me break down what actually works on each platform.

YouTube is where you make money.

Not because the algorithm is better or because video converts better.

Because people on YouTube are looking for solutions.

They have a problem. They're aware of it. And they're actively trying to fix it.

That's the highest intent traffic you can get for free.

Your job isn't to create the problem.

Your job is to diagnose it better than they diagnosed it themselves.

Here's what doesn't work on YouTube.

"5 ways to grow your consulting business."

That's teacher mode. That's giving tips. And we all know that tips don't create buyers.

You know what creates buyers?

"If you're a consultant stuck at $12k a month and you can't figure out why you're working 60 hours a week and still can't break through, it's because of this one thing."

See the difference?

The first video is for anyone who wants to grow.

Which means it's for no one specifically.

The second video is for someone at a very specific place with a very specific problem.

And only those people click.

Everyone else scrolls past.

That's not a bug. That's the whole point.

Because when the right person clicks, they watch the whole thing. And by the end of it, if you diagnosed their problem correctly, they're not thinking I learned something cool.

They're thinking okay so how do I fix this.

That's when you offer the fix.

Not a course. Not a community. Not your paid offer yet.

(I know that you might be thinking wtf is this guy talking about but chill bruv)

You offer a two minute assessment that tells them exactly what's blocking them.

Low friction. High value. Gets them into your world.

That's the game.

Instagram is not YouTube.

I see people making this mistake constantly.

They post the same educational content on Instagram that they post on YouTube and then they wonder why it's not working.

It's not working because people on Instagram are not in learning mode.

They're in scrolling mode.

They're not looking for solutions.

They're looking for something that makes them stop.

So if your content doesn't interrupt the scroll, it doesn't exist.

(You get the point?)

What makes people stop?

Bold statements.

Contrarian takes.

Things that challenge what they believe.

Not tips. Not how-tos. Not step by step frameworks.

Disruption.

"If you're charging by the hour as a consultant, you'll never hit $50k a month. Here's why."

That's not education. That's a challenge.

And challenges get attention.

Then once you have their attention, you can explain your point in the carousel or the caption.

But the first slide or the first three seconds of the reel has to stop them cold.

Otherwise you're invisible.

And here's the other thing about Instagram.

Don't send people to landing pages.

Send them to your DMs.

Because Instagram rewards engagement. And when someone DMs you, you can have an actual conversation. And conversations convert way better than landing pages.

That’s why you need an appointment setter.

So your CTA is simple.

"If this resonates and you want to see how this applies to your business, DM me the word AUDIT and I'll send you something that'll help."

That's it.

TikTok is the hardest platform to sell from.

Because people are in the lowest intent state possible.

They're not trying to solve problems, they're trying to forget they have problems.

So if you're trying to educate on TikTok, you'll get views and you'll get zero sales.

What works on TikTok is stories.

Not lessons.

Stories.

"I charged $500 for my first consulting client. Then I learned this one thing and started charging $5,000. Here's what changed."

That's a hook. That's a story. That has a payoff.

(And you can use it without my permission if you’re in the consulting space.)

People will watch that.

And here's the thing about TikTok.

It's not where you close the sale.

It's where you build trust.

So when people see your stuff on YouTube or Instagram or in their email, they already feel like they know you.

TikTok is the top of the funnel.

YouTube is the middle.

Email is where you close.

Ads are different because people know you're selling.

The second someone sees an ad, their brain goes into defense mode.

What's the catch.

Why is this person targeting me.

What are they trying to sell.

So if your ad looks like an ad, it gets ignored.

What works is native content.

Your ad should look like something you'd post organically.

Not polished. Not scripted.

Just you talking to the camera like you're talking to a friend.

And the structure is simple.

First three seconds, call out exactly who this is for.

"If you're a consultant stuck at $15k a month..."

Next ten seconds, describe their pain in detail so they know you get it.

"You're working 60 hours a week, you're maxed out on clients, and you can't scale because there's no more time."

Next fifteen seconds, reframe the problem.

"The issue isn't that you need more clients. It's that you're undercharging and over-delivering."

Next fifteen seconds, show what's possible.

"The consultants making $50k aren't working more, they're charging more and serving fewer people better."

Last fifteen seconds, one clear call to action.

"I built a free three minute assessment that'll tell you exactly where you're leaving money on the table. Link below."

You're not selling your offer in the ad.

You're selling the click.

And people click when they feel understood, not when they feel sold to.

Now let's talk about emails because this is where most people lose the sale.

You get someone on your list. You send them seven emails over seven days. They don't buy.

Now you think that your offer is the problem.

It's not your offer.

It's your emails.

Here's what most people do.

Day one, welcome email with links to all your stuff.

Day two, here's tip number one.

Day three, here's tip number two.

Day four, here's tip number three.

Day five, here's a case study.

Day six, don't miss out.

Day seven, last chance.

This doesn't work any more.

You know why?

Because you're teaching them instead of moving them.

By day seven, they feel like they already got value from your emails, so why would they pay you?

Think about this for a sec.

Your email sequence should have one job.

Which is to get them on a call.

Not educate them. Not give them tips.

Get them on a call.

Here's how you do it.

(I am about to give you guys some free game so stay chessed up king)

Email one.

Subject: Why you're stuck and it's not what you think.

Body: Hey Firstname,

You took the assessment.

So here's what I found.

You're stuck at this revenue level because of this specific thing.

Most people think the problem is this common belief but it's actually this real problem.

If you keep doing what you're doing, you'll stay here.

But if you fix this one thing, you can get to the next level in 90 days.

Tomorrow I'm sending you the three things people at the next level do differently.

But most people can't implement these on their own because they don't see their blind spots.

More tomorrow.

Email two.

Subject: The three things and it's not more hustle.

Body: Here are the three things that separate where you are from where you want to be.

Strategic shift one.

Strategic shift two.

Strategic shift three.

These aren't tactics.

They're shifts and most people struggle to make them alone because they don't see their blind spots, they don't know which shift to make first, and they make it halfway and quit.

I'm opening five spots this week for free twenty minute diagnostic calls.

And no this is not a sales call.

Because I'll be lookling at your business, tell you which shift you need first, and how to implement it.

Click here to Book.

P.S. If you're thinking you can figure this out alone, you probably can. But it'll take six to twelve months. This call will save you six to twelve months.

Email three.

Subject: How this person went from here to there.

Body: Quick story.

This person was stuck at your level for eighteen months. Working sixty hours a week. Maxed out.

Then we got on a call. Diagnosed the problem in fifteen minutes.

And what we both realised is that It wasn't the offer at all that kept him stuck.

It wasn't even marketing.

It was this specific thing. Fixed it.

Ninety days later, hit this result. Doing the same cunsulting business. But with a different approach.

I have two spots left for calls this week if you want help making the same shift.

Click here to sercure your spot.

That's it.

Three emails over three days.

Not seven emails over seven days.

By email three, they either book or they're not your customer.

And that's fine.

You didn't waste seven days trying to convince someone who was never going to buy.

Here's the whole flow.

YouTube video diagnoses the problem, sends them to an assessment.

Instagram post challenges their beliefs, sends them to DMs, then to the assessment.

TikTok builds trust and also funnel them back to IG with tiktok stories.

so when they see you elsewhere, they already feel like they know you.

Ads call out the specific person, describe the pain, offer the assessment.

The assessment diagnoses their specific problem, captures their email.

Three emails over three days move them to book a call.

The call is where you close.

That's it.

Content doesn't make sales on its own.

Content connected to a system makes sales.

And here's why most people's content isn't converting.

It's not because the offer is bad.

It's because the content is doing the wrong job.

Your content's job is not to educate your audience or get views or go viral or build authority.

Your content's job is to qualify the right people, disqualify the wrong people, create desire for a solution, and move them to the next step.

If it's not doing that, it doesn't matter how many views you get.

What's going to work in 2026.

Specific beats Generic.

You also need to stop making content for everyone in your niche.

Make it for someone at a specific stage with a specific problem.

Diagnosis beats education.

Stop teaching and start diagnosing like a Chad that you are because oeople do not buy because they learned something.

They buy because they feel understood.

Short sequences beat long sequences.

Three emails over three days. Move people fast or lose them forever.

Calls beat automation.

The diagnostic call is your close, so Stop trying to sell without talking to people.

If you're creating content and not making sales, it's not your offer.

It's that your content is optimized for views when it should be optimized for buying mood.

And buying mood happens when someone feels understood, sees a clear path forward, and feels safe taking the next step.

Get that right and your content prints money.

P.S. If you're posting the same content on YouTube, Instagram, and TikTok, you're bleeding customers. Each one needs a different strategy. Fix that first.

Ask Questions if you have

Always Rooting for you

Much love for the community and PEACE

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