you’re too good to be this invisible online (the skill you're missing)
are you too smart for the internet?
Why does it feel like no one is listening to you online?
You’re putting real thought into your content.
Your website is a work of art.
Your offers are a steal for the price.
So what gives? Why is no one paying attention?
You tweak things. You try different angles. You spend even more time on your posts.
And still… nothing really changes.
It feels like you’re putting all this effort out there—and it’s going nowhere.
At a certain point, it starts messing with your head.
But we don’t have time for that.
We don’t need you going into a emotional spiral. Your work is too good and you have too many people to help.
So let’s fix this once and for all.
you might be too smart for the internet?
Here’s the part that’s hard to see when you’re in it:
It’s not that your work isn’t good.
In fact, its probably the opposite.
Your work is SO good.
You have so much training.
So many qualifications.
So much depth.
In some ways… you know too much. I say “too much” because, the more you know the harder it can be to condense and simplify for marketing.
The more depth you have, the more context you want to include.
You want to explain it properly.
You want to make sure it’s nuanced.
You don’t want to oversimplify.
So you end up communicating in a way that makes sense to you…
…but doesn’t take into account the person scrolling through social media on a random Wednesday afternoon.
And that gap is where you become invisible.
Plus, if you came from an academic or professional background- the way you learned to communicate in that context- is also working against you online.
In the “professional world” communication prioritizes:
accuracy
thoroughness
completeness
Think New England Journal of Medicine or Grand Rounds presentation.
But those things don’t create interest. They create cognitive load.
For the most part, the internet isn’t designed for heavy cognitive loads. Most platforms are not optimized for depth and nuance.
So when someone comes across your content, instead of thinking:
“oh this is for me”
They’re thinking:
“this is alot of words”
And they keep scrolling.
why should they care?
There’s a very specific moment you’re trying to create with your content.
It’s the moment someone sees what you’re saying and thinks:
“oh. this is for me.”
That’s it.
That’s the whole game.
Because once that happens:
they lean in
they pay attention
they want to hear more
But if that moment doesn’t happen quickly, nothing else matters.
Not how smart you are.
Not how valuable your offer is.
Not how much thought you put into your content.
You lose them before they ever get to that part.
the missing skill
We need to start communicating your work in a way that feels immediately relevant to the person reading it.
Where they don’t have to use as many brain cells to understand why it matters.
They just get it. Because you’ve made it clear and obvious and relevant.
It’s not about dumbing your work down.
It’s about simplifying, clarifying and meeting people where they are.
I call this skill: framing.
(I didn’t invent the word framing. it’s something people use to talk about setting up sales conversations. but I’m applying the concept in a slightly unique way. If you are familiar with framing of sales conversations- this is similar but different.)
Framing: communicating your work so people immediately understand “why should I care about this?”
It’s being intentional about how you present your work so it lands for the person on the other side.
Because when someone comes across your website, your offer, your social media posts, the first thing they are subconsciously asking is:
“why should I care about this?”
If that answer isn’t obvious right away, they move on. Even if they really SHOULD care.
the power of framing
The right framing does four really important things.
1. it meets your people where they are
Good framing starts inside the world of your people.
Where they are—right now, in their actual life.
I was teaching this to one of my clients on a coaching call. She works with physicians who are burnt out and unhappy in clinical medicine.
I asked her:
”what are your clients doing on a wednesday at 2pm”
She instantly said:
they are in the inbox of their EMR. overwhelmed.
Ok. We meet them there.
We meet them in their inbox on Wednesday at 2pm.
That doesn’t mean she has to talk about charting or give tips on inbox. But she needs to meet them where they are.
2. it lets them know why they should care
So many people are burying the lead. In their offers. In their content. In their emails.
They start with background. Context. Theory. Explanations.
But as I said earlier, people are scanning for one thing:
why should I care about this?
If a student was presenting a patient to you, and that patient was crashing. you don’t want them to start with : “This is a 67-year-old male with a past medical history of…”
No.
You want them to start with:
“This patient is unstable.”
Why? Because that’s the lead. That’s the thing you care most about.
Knowing that the patient is unstable first, then changes the way you pay attention to and interpret every other part of the patient’s information.
Framing helps you lead with the lead.
3. it burns the calories for them
People don’t scroll the internet to be intellectually stimulated (for the most part). Our brains don’t want to do alot of work when we are online.
But when your framing is off, you’re making people do too much mental work.
They have to:
connect the dots
interpret what you mean
figure out how it applies to them
And most people won’t do that.
Good framing does that work for them.
It states the obvious.
It connects the dots.
It makes the takeaway ridiculously clear.
The example I’ve given before:
When I go shopping for tea, I’m more likely buy the tea with the name “relax” or “sleepy tea”, than the tea that is named “chamomile”.
Even though I know chamomile makes me relaxed. I could mentally get there. But when someone else connects the dots for me- I’m more drawn to it.
They burned the calories for me.
4. it translates your work into their language
The language of any customer/ client will always be the language of problems/solutions.
For someone to work with you, they must see you as a solution to their problem.
No one wakes up and wants to throw money at coaching.
People have problems.
They want to pay for solutions.
The perceived value of your work is directly tied to your client seeing your work as a solution to a problem.
We have to understand the “language” of your client’s problem, and learn how to frame your work as the solution.
so what now?
Instead of asking:
“how do I make better content?”
Start asking:
“why is this relevent to my person? Why should they care?
Because that’s the shift. That’s the skill.
And that’s what turns your work from something people scroll past…
into something they stop and pay attention to.
framing is the anti-invisibility cloak
So my love, if you feel like no one is paying attention to your work, it doesn’t mean you need to start over.
It doesn’t mean your niche is wrong.
It doesn’t mean your work isn’t valuable.
It means there’s a gap between:
you knowing your work is valuable
and
other people actually seeing it that way
Framing is what helps people realize why they should care about your work.
Framing is what makes your work interesting to someone.
Framing is what rips off the invisibility cloak.
So your people finally realize that you can help them.
If you want to master framing, come join The Client Inflow Fix.
A 3 day audio training series to learn how to talk about your work so your people instantly know “ooh, this is for me.”
If you want my support in building and launching your offer, Create Your Six Figure Offer is the space for you. Learn more