Haus Advisors

The Audience Mismatch

Writing about how you do the work attracts other experts. Writing about the client's problem attracts buyers.

Chart: The Audience Mismatch. Writing about how you do the work attracts other experts.
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The mechanism

The chart splits content into four boxes. Left to right is how it's written - techie, or about the client's results. Bottom to top is who reads it - other experts, or actual buyers. Most agency content sits in the bottom-left: smart, but only other experts read it, so buyers never find you. The same knowledge, rewritten around the buyer's problem, moves you to the top-right, where content actually brings in work.

Part of Publishing. Credibility and demand before the sales conversation.