Why Creating More Content Isn’t Fixing Your Sales
When sales start to slow down, when client inquiries aren’t coming in like they used to, or when your email list feels like it has hit a wall, the instinct for most business owners is the same: create more content.
Post more. Show up more. Add another platform. Start the podcast. Launch the YouTube channel. Get serious about Instagram again. Maybe LinkedIn is the missing piece. Maybe blogging will fix it. Maybe TikTok is the answer.
And suddenly, everything feels important.
That feeling… where every idea feels urgent and every platform feels like something you should be doing… is exactly where most business owners get stuck. Because when everything feels important, you end up creating a lot… and converting very little.
I know this feeling intimately because I lived there for years. I wasn’t lazy. I wasn’t unclear. I wasn’t afraid to work. I was overwhelmed, burnt out, and confused about why doing more wasn’t producing better results.
Eventually, I realized I didn’t have a content problem.
I had a decision problem.
The Real Reason Content Feels Harder Than It Should
At some point (I honestly can’t pinpoint the exact moment) I found myself asking a different question. Instead of asking, “What else should I create?” I started asking, “How can I do less?”
Not in a disengaged way. Not in a checking-out way. But in a strategic, sustainable, grown-up business owner way.
Because no matter how much I added to my plate, I wasn’t seeing more sales. My email list wasn’t growing faster. My workload was increasing, but my results weren’t.
That’s when it clicked: I was creating content without clearly understanding what each piece was supposed to do.
I wasn’t filtering my ideas. I was reacting to them.
And reaction-based content creation is exhausting.
As business owners, we’re not meant to be full-time content creators. Content is supposed to feed the business, not consume it. But when you don’t have a clear filter, you end up treating every idea as equal and that’s where burnout lives.
So I built a filter. One that forced me to decide, before I ever hit record, whether a piece of content deserved my time.
Why I Use YouTube as My Primary Content Platform
Before I explain the filter itself, it’s important to understand where this lives. The majority of my content exists on YouTube, and that’s very intentional.
YouTube gives me the highest return on investment for my time. It’s evergreen. It compounds. It attracts people who are actively searching for solutions instead of passively scrolling for entertainment.
That matters, especially if you’re a course creator, a coach, or someone selling services.
I’m not trying to become a YouTuber. I’m not chasing subscribers. I’m not interested in being viral. I’m using YouTube as a strategic asset in my business, not as a vanity metric.
Every video I create has a job. If it doesn’t have a job, it doesn’t get made.
The Content Filter That Changed Everything for Me
Once I accepted that content wasn’t about volume, I needed a way to decide, quickly and confidently, what to say yes to and what to ignore completely.
That’s when I built my content filter.
Every piece of content I create has to pass through one of three categories. If it doesn’t fit into one of them, it doesn’t exist. No exceptions.
This single decision is why I create less content now than I ever have and why my results are better than they’ve ever been.
Filter One — Content That Belongs in a Playlist Funnel
The first filter is what I call a playlist funnel.
Think of it like an email funnel, but public. It’s built specifically for ready-to-buy viewers, people who already know they have a problem and are actively searching for a solution.
Each playlist follows a very intentional arc. It’s not random. It’s not inspirational fluff. It’s not beginner-level tutorials.
Every video has a role. If I’m sitting down to film something and it doesn’t clearly fit into that role, I stop.
This is also why my channel looks the way it does. I’m not trying to attract everyone. I’m attracting a very specific person, someone with an existing business whose content isn’t working the way it used to.
That clarity alone eliminates so much unnecessary content creation.
Why Not Every Video Lives Inside a Funnel
Now, not every video needs to live inside a playlist funnel—but it still needs a job.
That’s where the second filter comes in.
Filter Two — Feeder Videos That Lead Somewhere
Feeder videos exist to guide people into a playlist funnel.
They’re not random experiments. They’re not disconnected ideas. They’re intentional entry points.
If I have an idea for a video that feels timely or interesting, I ask myself one question: Where does this lead?
If I can’t clearly say which playlist funnel it feeds into, I don’t make it.
That single question saves me from hours of content that would otherwise just sit on my channel doing nothing.
Because content without direction is noise. And noise doesn’t convert.
How Live Content Fits Into the Strategy
The third filter is something I’ve been experimenting with more recently, and it’s live video but not the way most people do it.
Filter Three — Live Videos With a Business Purpose
I don’t go live just to show up. I don’t go live just to answer random questions. And I definitely don’t go live without knowing what decision I want my viewer to make next.
Every live video I plan is tied directly to where I am in my promotion cycle. It supports an active offer, a bonus, or a moment of decision for my audience.
Live content isn’t about visibility for me. It’s about movement.
Movement from uncertainty to clarity. From curiosity to commitment.
The Most Important Question I Ask Before Creating Anything
Before I decide to work on any piece of content, before planning, scripting, or filming, I ask one final question:
Would my ready to buy viewer click on this?
If the answer is no, the idea is cut immediately.
This is why you won’t see beginner tutorials or generic how-to content on my channel. That content attracts the wrong audience for my business.
I’m speaking to people who already have offers. People whose businesses aren’t performing the way they used to. People who are trying to figure out why more content isn’t fixing their problem.
That specificity is what allows me to create less and convert more.
Why Fewer Views Can Actually Mean Better Results
One of the biggest mindset shifts business owners need to make is how they measure success.
More views don’t automatically mean better results. In fact, chasing views often hurts conversions.
I’m not interested in thousands of people casually watching a video who will never buy. I care about a smaller number of the right people watching deeply, bingeing intentionally, and taking action.
That’s how content feeds a business.
When you stop guessing and start filtering, content becomes lighter. Sharper. More effective.
And most importantly, it stops draining you.
Why This Approach Creates Better Content With Less Effort
When you reduce the amount of content you create, something interesting happens.
Your message gets clearer. Your voice gets stronger. You stop sounding like everyone else. You stop rushing. You stop filling space just to fill it.
Quality goes up because focus goes up.
That’s why this filter works. It removes the pressure to be everywhere and replaces it with the confidence to be intentional.
And intentional content is what actually converts.
What to Focus on Next
If you’re feeling stuck right now, like you’re doing everything “right” but still not seeing the results you want, this isn’t a motivation problem.
It’s a filtering problem.
Once you stop treating every idea as urgent and start deciding what actually deserves your time, everything changes.
