The secret to marketing that actually converts (and why your expertise isn't enough)

You know your clients better than they know themselves.

You can predict their next question before they ask it. You guide them through complex financial decisions with confidence. You've built a reputation on results.

Yet when it comes to your own marketing, you're stuck writing content that feels flat, posting into the void, and wondering why your expertise isn't translating into enquiries.

Here's the uncomfortable truth: knowing your stuff isn't the same as knowing how to sell it.

The difference between financial advisers who are booked solid and those still waiting for the phone to ring? It's not credentials or experience. It's understanding the psychological journey your ideal clients take before they ever contact you.

The framework that changes everything

After working with dozens of female founders in financial services, I've identified the single biggest shift that transforms "meh" content into magnetic marketing:

The thinking, feeling, doing framework.

This isn't about guessing what your audience wants to hear. It's about systematically mapping the internal experience of your ideal client so you can create content that feels like you're reading their mind.

Here's how it works:

Thinking: What's the internal dialogue running through their head? What assumptions are they making? What questions keep them up at night?

Feeling: What's the emotional undercurrent? The feelings they'd never admit in polite company?

Doing: What actions are they taking (or avoiding)? Where are they seeking solutions?

Why this framework actually works

Most marketing talks at people. This framework helps you talk with them, meeting them exactly where they are in their journey.

Let me show you what this looks like in practice:

Stage 1: Before they realise they need you

Thinking: "I should probably sort my finances out properly, but where do I even start? And do I really need to pay someone for advice I could get online?"

Feeling: Overwhelmed by choice, embarrassed about their current situation, skeptical about whether professional advice is worth the investment.

Doing: Scrolling through financial advice on Instagram, downloading free budgeting apps, asking successful friends "how they do it" at dinner parties.

Stage 2: Actively looking for solutions

Thinking: "Okay, I'm ready to invest in this. But how do I know who's actually good? What if I choose wrong and waste my money?"

Feeling: Determined but anxious, wanting to make the "right" choice, comparing options obsessively.

Doing: Googling "best financial adviser near me," checking LinkedIn profiles, reading Google reviews, asking for recommendations in Facebook groups.

Stage 3: Ready to commit (but still hesitating)

Thinking: "She seems to know what she's talking about, but will she actually understand my specific situation? Can I trust her with something this important?"

Feeling: Cautiously optimistic but protective of their financial vulnerability.

Doing: Visiting your website multiple times, checking your credentials, looking at your client testimonials, potentially reaching out for an initial conversation.

Stage 4: After working with you

Thinking: "Why did I wait so long to do this? I feel so much more in control now."

Feeling: Relieved, empowered, grateful they took action.

Doing: Referring friends, leaving glowing reviews, becoming your biggest advocate.

The content that converts

When you create content that speaks to each of these stages, something magical happens. Your audience starts thinking, "How does she know exactly what I'm going through?"

That's when educational content becomes magnetic content.

Instead of posting generic tips about compound interest, you create content that acknowledges the real barriers: "The real reason you keep putting off your financial planning (and it's not what you think)."

Instead of explaining what you do, you demonstrate understanding: "That moment when you realise your friends' financial advice isn't actually helping your situation."

Your next step

This framework isn't just theory; it's the foundation of every successful marketing strategy I've built with my clients. The moment they start using it, their content finally clicks. Engagement increases. Enquiries start flowing.

But here's what I've learned: the framework is only as good as your ability to apply it to your specific audience.

That's where strategy comes in.

Ready to turn your expertise into irresistible marketing?

I work with ambitious female founders in financial services who are done with content that doesn't convert. In our half-day intensive, we'll map your ideal client's complete psychological journey and create a content strategy that positions you as the obvious choice.

Book your Strategy Intensive here.

Because your expertise deserves marketing that actually works.