Ep 133: Toni Everard - How To Create Content That Converts Into Clients

Many coaches, practitioners and service-based business owners are creating content consistently…
and still not seeing it translate into clients or consistent income.

In this episode, Toni Everard unpacks what’s really going on beneath content that isn’t converting.

Because it’s not just about what you’re saying.

It’s about what your content is built on.

Toni shares the patterns she’s been seeing and what shifts when the foundations underneath your business are stabilised, aligned and structured correctly.

This isn’t about posting more or fixing your messaging.

It’s about understanding what your content is actually signalling… and why people either move towards you or don’t.

This episode is for coaches, practitioners and service providers who are showing up, doing the work, and know something isn’t quite landing the way it should.

In this episode, you will learn:

• Why content alone doesn’t convert into clients
• Why starting with your niche before your numbers creates instability
• How your income goals determine who you should be working with
• The difference between attracting people who want support vs people who are ready for change
• Why speaking only to problems attracts lower-paying, stuck clients
• How speaking to solutions attracts clients who value results and invest accordingly
• The role of congruence in creating trust and influence through your content
• Why lack of structure leads to burnout, inconsistency and poor client results
• How to structure your offer so clients can clearly see the pathway to results
• Why your content reflects what you feel safe receiving in your business
• The deeper reason you can’t always see what’s not working in your own business

You don’t need more content.

You need stronger foundations underneath it.

Because when your business is stabilised, your client is clear, and your structure is aligned…
your content doesn’t just sound good.

It converts.

🔗 Let’s Connect

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Links and Resources:

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Transcript

0:00

You are listening to the Coaching Circle with Tony Everard, business and Mindset coach and your strategic thinking partner. This podcast is for those who want to step out of the hustle and glow in the flow. We'll talk about all things mindset, energy, and structure so you can evolve from the inside out and build a business that supports the life you want to live. Let's dive in. Welcome back to another episode of The Coaching Circle on today. Of course, I'm talking about how to create content that converts into clients. Now, there's gonna be a bit of a plot twist here because if you are just like, oh, I'm gonna hear the best hook lines and you know how to best write the best AI content, then you're gonna be surprised, but in a good way. And so. I guess the reason I'm recording this is because over the last month I've been having a lot of conversations, a lot of conversations with coaches, practitioners, therapists, uh, and some different service space industries, and there is some common things that I see is the problem about why people aren't getting as many clients as they would like to have. And uh, and there's. Some really clear patterns. And what I see is that often people are doing a lot and they're showing up. Uh, they know everything that they should be doing. Um, hell, they might even be posting every day, but it's not translating into clients or consistent income. And let's face it, that's a real problem, right? If you are in business and you are not getting as many clients as you want to. Well, you're gonna feel burned out and really frustrated. But the other other side of this is that I've had some really great client results. So people that are actually in my program have been getting some huge results and it's due to this same thing. So, you know, one of my clients, um, told me that this month since our last session. The, the last month she did 10 K in sales and that went from going, ah, nothing's converting to, we had a session and it had, she had a big shift and then she had a 10 k month even while she was on holidays interstate for about 10 days of that, she did a sale while she was interstate. Uh, I had another client who again, had a huge shift and sold her first five grand package. And, you know, I've also got, um, some service-based clients who are telling me all about how they've been booked out and they're making more money than ever and they're taking more time off as well and giving themselves more long weekends and, uh, you know, just more relaxation time. And so there's some really important parts of this, and this is what I'm going to look at because. People, what people think is a content problem or a marketing problem is actually something else. And the thing is, content only converts when there's a few key things that are in place underneath what you are posting. And like I said, you can be posting every day and feel like you're saying all the right things, but still not getting clients. And there's a very good reason for this. What it actually all comes back to is how you are signaling through your content. And I want you to think about signaling, because when we talk about signaling, it's easy to say marketing. And marketing sounds like it's just, oh, if I have the right hook and I have the right content and I've got the right aa, AI prompt, and all those kinds of things, but it's not just marketing. It's signaling what is the signal that you are sending out through your messaging. That also is your energetic blueprint. And it's the output of how you think, how clear you feel you are, and what your business is built on. And this is where people get stuck, right? They try to fix the content instead of looking at what the content is coming from. So there are three things that you need to be really clear about. And these will drive whether your content converts or not, and you might find them surprising. So first of all, the first thing I always look at PE, uh, with people is their numbers. And most people don't start here. Most people start with the who. But the fact is when we look at business, business is the highest intention of business is to make money, right? You might have a vision for the change that you wanna make in the world and the impact you wanna make, and that's fine, but. That is separate from your business. Your business is the vehicle that amplifies and delivers that vision. But your business itself is a, is a vehicle that's highest intention is to make money. Otherwise, you can have a not-for-profit or a hobby or whatever else that you want. And so we have to start with looking at your numbers and if you try to figure out your niche and your messaging and your content. Before you've worked out your numbers, then you are gonna be trying to build on something that's just not stable. And so you really need to know how much money you actually want to make, what it costs to run your business and what it costs to deliver the work that you wanna do, because your numbers is going to determine your business. And once you've got that worked out, then you can work out who can actually afford to pay you appropriately. For the amount of time and effort that you wanna put in to deliver the results and who values the outcome that you can actually create. So if you skip this step, you end up trying to make your business work around people who were never a fit in the first place, right? This is really important, and that's where undercharging and overworking and inconsistency starts, and that's a problem. So two. Number two is then you can actually look at who you are actually calling forward. And a lot of people think that they're clear on their niche, but what they're actually doing is just speaking to people's problems. And when you build your content around people's problems, you are, you are going to attract people who wanna stay in their problems or people who are only willing to pay a small amount of money to be supported in those problems. And that's a very, very different energy. Between supporting someone who just wants support and or, or helping someone who just wants support and helping someone who is available for change and really values the outcome. And so when you speak to solutions and you congruent in yourself that you can create that at least in your own life. If not already for other people. Then you'll start attracting people who value their potential, who are willing to invest in getting there faster and easier than that they could do themselves and they can see the value in what you do. And that's when your content really starts to convert. Now, I can know super easily if someone is like, oh, I don't know if I can afford to pay, or, this price seems too much or whatever. I can know straight away that they're not actually focused on getting outcomes, that they're not there to get outcomes because I know I can prove all day long. That someone comes in and does my program, I can prove all day long that they'll get a return on their investment. It's a no brainer, right? The only people who will resist that are the people that imagine in their heads that they're just spending money to get support to stay where they are. I'm not interested in working with those people. My ideal clients, they get it. They know what their goal is and they're determined to get that goal and get those results, and it's becomes a no brainer that, okay, I pay Tony for this program. I can get an ROI on that so many times over because they're thinking about their potential and the goal that they actually want, the solution that they actually want and allowing themselves. To decide that that's what they're going to have. Super easy, and this is why people say that. Those people who pay the most money and take, you know, like the, the people that are willing the mo to pay the most are the easiest clients that you have. And it's because they recognize their value and their potential, and so they just want help to get there faster and easier. The people who wanna pay the less will be the hardest clients to work with, and they will be forever trying to find reasons why there's something wrong with what you are offering them. And they'll use up every resource that you give them. So it's really important that you recognize this and that you be the person that you want in your program. Right. This is really easy. I know like I'm consistently in programs that I pay for to learn and grow myself, and I a hundred percent know that I will invest like thousands and tens of thousands of dollars into programs because I know my potential and I trust myself to get the value from those programs and make it work for me and. Because I do that, then I attract clients who will also do that, right? Except they don't have to pay tens of thousands of dollars necessarily to start working with me, and so it becomes a no brainer. And so once you understand this, this is when your content starts to really convert, because your messaging will get a lot clearer. And then of course, you need to have structure in place as well. This is the third thing you really need to have is structure, because without structure, you are going to easily get yourself burnt out. And if you are afraid of burnout, your messaging also won't be very clear because you're gonna unconsciously be, um. Repelling more clients. Because you need structure in your business because everything otherwise is gonna rely on you, right? You, for you to show up constantly. If you are trying to stay visible and if you're trying to convert people, but there's no clear pathway and there's no structure, and you don't even, and like unconsciously, you might even be thinking like, oh, I don't know how I'm gonna get these people results, or I don't know where they're gonna fit in my calendar. Or I don't wanna be like. Have people come in and just be like emotionally dumping on me. You know, all of that kind of stuff is because there's lack of structure. And so if you are feeling that unconsciously, that will also get signaled in your messaging that will repel people. And if you've got no clear pathway. There's no defined way that someone finds you and builds trust and builds that relationship with you and moves into working with you. Okay? So it is just as important that your business has structure that makes you feel like it's a safe container, but also that your program has a structure so that your. Clients or potential clients can see the pathway that you take them on and how you move them from where they are to where they want to be, and that there's accountability built into that process. Okay? So then people can see that and they trust it, and they trust you, and they trust that they'll get the result. Without that structure, your content might sound good, but it won't convert consistently because it won't get signaled into your content. People might relate to it. They might think, oh, this re resonates, but they won't take the next steps of moving along that pathway of where they become clients because people can't see how it actually works. Right. You might just be talking about problems, but yeah, great. Everybody's got problems. You need the structure that shows people you know how to get them to their outcome and an outcome that's actually valuable to them, an outcome that you can demonstrate yourself as well. This is a real key thing that I talk to all of my clients about, is that if you are a coach and whatever you do in coaching people, or you know if you're a practitioner or a therapist, some kind of service. If you are promising people that you can help them get an outcome, then you sure as hell better be creating that outcome for yourself, right? Or at least have proof that you've created it for a lot of other people. If it doesn't necessarily relate directly to you. Now I talk about helping people build a business that supports their life. Now, I've clearly done this and I've done this. I, I, like, I've been in business for 10 years. I've been supporting myself full time for probably seven or eight of those years. I work from home. I get to do a lot of travel. Uh, you know, I have a lot of beautiful people in my business that I love working with, who stay with me ongoing. Like there's, I get a lot of engagement in my social media. There's lots of stuff that goes on that I love in my business, and I can demonstrate that I've created a business that supports my life, right? And I love it, and I enjoy it. And so that is what I'm signaling. And so you've gotta really think about that for yourself. So where most people are just trying to fix their content. What's really happening is their content is just revealing what's not working underneath in their business and their life. And so underneath all of this is your content reflects what you are actually available for. What you feel safe receiving, how visible you are willing to be, how much responsibility you are willing to hold, how much money actually feels normal or safe for you. And uh, and if that hasn't shifted, then no amount of strategy or, you know, getting the right hook line for your content will override it. And this is also why you can't always see it yourself because from inside the box of your own thinking, everything you are doing makes sense, right? This is when people say, well, I've tried everything. Well, no, you haven't tried everything. If you haven't got the result, you haven't tried the thing that will actually work. And so, you know, you might keep trying to tweak your messaging or post more or look for the next amazing strategy, um, instead of actually looking at what's underneath it. And if you want your content to actually convert into clients, we don't start with the content, right? We start with what's underneath that. And that's what, you know, I look up with people and um, you know, not just what are you posting, but how stabilized is your business? Okay. I always ask people, we'll start off with asking people about their numbers. The majority of clients when they first come to me, cannot tell me their actual numbers, right? They can't tell me how much money they actually make per month. They can't tell me how much income they actually need to be receiving to feel like they've got their life in order. They can't tell me what their expenses are in their business. Okay? If you don't have that nailed down, like nothing else in your business is going to be able to grow from that. And then, you know, really looking at who are you actually signaling to. Many people are signaling to very, very wrong people. They're signaling to people who. Just wanna stay stuck in their problems and pay very little to get supported in their problems, right? Rather than pay good money because they value the solution that you demonstrate that they want. And so we also gotta look at the structure of, you know, how your business is set up. If you've got a calendar that's open 20 hours per day. Seven days per week just to make sure that somebody can get a spot. If they choose to work with you, then that's no good. I can assure you, I've worked with a lot of clients and my clients get to book in between 10:00 AM and 6:00 PM Tuesday, Wednesday, and Thursday. That's it. And I can only see, I'll only see maximum of three clients in a day. Right. So, but my clients will book those times and they'll show up in those times because that's the only choice that they have. And I've clearly demonstrated that I can help them get what they want. Right. So that's really important. Um. You've also got to make sure that you are clear on what's driving your decisions underneath all of it. If you've got any limiting beliefs or fears or anything else that's going on underneath growing your business, you'll signal that as well. So the thing that I see that changes so much is. When people really resolve their relationship with money and their own personal power, once we get that right, business becomes easy. Business becomes something that people feel like they can master, that they can create it in the way that they want, and that is freedom, right? That is where true freedom comes from. Now. I've got a couple of exciting things to share with you today, and one is that my book, the Turning Point Process, which is the, uh, coaching process that I created myself after having, you know, 10 years experience in coaching and therapy and teaching coaching and communication skills, and seeing the gaps of what really made a difference for people to create change or not. That book is just about. Uh, to arrive in the first big delivery, bulk delivery. And so, um, I'm gonna be sending out the orders for people who've ordered the Turning Point book on presale. Now you can still order it on presale. Uh, if you go to the link in my show notes or if you go to my website, tony ever.com and look under, uh, book in the menu and you'll see you can order a copy there at the, uh, presale price. Still, it will go up once I have these in my hands and it's, uh. And I've fulfilled those orders, the price will be going up, um, by about$10 per book. So, um, now's the time to get, uh, a copy and not only will you get a copy at the presale price, but I will personally sign it for you and, uh, send it to you. So if you'd like a copy of that book, uh, go to the show notes on my website. And, uh, also the final thing I wanna share is that I, last month I started running the five Day Challenge to build a business that supports your life. Now, this has been incredible. I've had, um. Majority of the people that have done that challenge with me have made a big shifts, have made such big shifts in their business that they have come on to a special offer that I have with six months of business and mindset coaching with me. So these spots are filling up fast. Now I'm doing a new, uh, round of this for April. And that means I've got a limited, uh, amount of spots available for the five day challenge. Uh, it is free. It's five 30 minute calls with me, and we build the foundations of what your business actually needs to be supporting your life and help you get really crystal clear. On what has to change for you to hit your goals in the next 12 months. And I can tell you that people have discovered things in this challenge that they were completely unaware of, that has changed everything for them in their business. And so. Uh, I've decided I'm gonna keep this challenge as free for this month for a limited amount of spots, and, uh, it's going so well. It's gonna end up being either a paid challenge or a group challenge. So right now is your limited opportunity to come and do this with me. Free one-to-one. It's five calls. We work out the times and days that suit both of our schedules and you'll get a deep dive in your business that you won't get anywhere else. And uh, so if that sounds like something you are interested in and you are someone who is actually committed to growing your business over the next 12 months, you can send me an email. And at tony@tonyoad.com. And, uh, let me know why now is the time that you wanna get serious about growing your business and what your goals are over the next 12 months. And, uh, if. This is something that I think will be suitable for you. I'll get in touch with you and, uh, and we'll make some times, uh, but I would jump on this now, if you heard about it last month, I can assure you that, um, it has been highly successful. People have got mind blowing shifts, and it's gonna be available in this format for a very limited time because I just don't have the capacity to keep doing it. As it is right now. Um, but it's a perfect opportunity. So if that sounds like you, let's have a conversation and see if you are a good fit for this and, uh, how I can help you make some big moves through 2026 and beyond. And, uh, I'm really passionate about this because I think small business makes a huge impact in our communities and in our country. And if you are passionate about helping. People in some form. I'm passionate about helping you do that in a way that's gonna have a greater impact on the world, because I think this, if now isn't a better time, there just won't be another time that's going to be more important. People need help and people need people like you out there doing good things in the world. So that. We all rise together. So that's it from me today and, uh, I look forward to hearing your feedback. Thanks for all the, uh, messages and emails that I've been getting, uh, for everyone that's been telling me that, oh my God, I've been listening to your podcast, and it's like, it's speaking straight to me. Uh, I've got you. I know what it is that you are going through because. This is what I do. I'm working with people on all of these issues all of the time. It's stuff that I've worked on myself and uh, so yeah, now's the time. Peace out. If you love this episode, you can help me get the message out to more people. Simply leave a review and share this episode with someone who'd love to hear it. Thanks for tuning into the Coaching Circle. I'll catch you in the next episode.