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If your content isn’t converting, it might not be because you’re bad at marketing. It could be because you’re not saying what your clients actually need to hear right now. Too often, women of color entrepreneurs get stuck creating content that centers their own ideas, instead of their clients’ current realities. That ends today. This post breaks down a four-question framework to help you get razor-specific and relevant in your messaging—so your content lands, converts, and makes your audience feel truly seen.

1. What’s the Noise They’re Already Hearing?

The first step in knowing what your clients need to hear is tuning into what they already are hearing. What’s showing up in their newsfeed? What’s trending in the media? For example, during a recent summit launch, Dielle McMillan chose the topic “High Ticket in This Economy” because the news and industry chatter were full of fear about inflation, government shutdowns, and slow sales.

You don’t want to echo the noise, but you do want to intervene in it. Show up with relevance and calm the storm. Ask yourself: what’s my audience being bombarded with, and where can I offer clarity or hope?

2. What Are They Trying (and Failing At)?

This is where your content can create the “you’re in my head” effect. Speak to what your ideal clients are actively doing to solve their problem—and why it’s not working.

If you’re a career coach, don’t act like your clients are just waiting around for a job. They’re tweaking their resumes, browsing Indeed, and wondering why every entry-level job requires five years of experience. Your content becomes magnetic when you say, “I see you doing that. Here’s why it’s not working, and what to do instead.”

3. What’s the Pre-Step They’re Stuck In?

Sometimes, your message is too advanced. You’re talking about negotiating salaries when your client isn’t even confident in their resume. You’re talking about healing burnout when your client hasn’t admitted she’s overwhelmed.

Always walk your ideas back to the step before. What are they struggling with before they even get to your main solution? That’s the space your content should live in.

4. What Are They Afraid Of?

Your clients don’t just need solutions. They need relief. They need to know that what they fear the most isn’t inevitable. Whether it’s the fear that high-ticket offers won’t sell anymore, or that they’ll never get promoted without another degree—your content has to say: “I see your fear, and there’s another way.”

This isn’t pain point marketing. This is compassion marketing. You’re offering hope.

Conclusion: Say What They Need to Hear, Not What You Want to Say

When your content shifts from “what do I want to talk about?” to “what do they need to hear right now?” —everything changes. Your content connects. Your offers convert. And your community grows.

Ask yourself these four questions every time you write, speak, or sell:

• What’s the chatter they’re hearing?
• What are they trying and failing at?
• What’s the step before your solution?
• What are they deeply afraid of?

Answer those, and your content will always hit.

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