Podcast Summary: Grow The Show – Ep. 250

Title: Why Your Content Gets Views But Not Sales
Host: Kev Michael
Date: December 23, 2025

Episode Overview

In this episode, Kev Michael addresses a frustrating pain point for many creators and business owners: consistently producing content that gets views—but doesn’t actually translate into sales. Kev shares a critical mindset shift that can make your content start delivering real ROI by bridging the gap between mere audience engagement and effective conversion. He draws from his own coaching experience and a recent example of helping a friend with sales calls to unpack why so many creators’ sales efforts stall out, and offers the actionable fix needed to turn this around.

Key Discussion Points & Insights

1. Common Content Frustrations (00:00–03:40)

• Two core problems:
  • Content that gets little-to-no reach or engagement, leaving you demotivated.
  • Content that feels "salesy"—you talk about your offer constantly but still see no sales.
• Kev's Point: “You might be putting out content that gets no engagement and no reach. And it feels really salesy because you’re talking about your products and services all the time… Nobody’s buying and nobody’s happy in this scenario.” (00:52)

2. The Missed Step in Selling: Process > Product (03:41–09:50)

• Kev relates a story about coaching a friend running sales calls for a consulting business.
  • The friend's calls stretched for 90 minutes, ending with the prospect not buying and cancelling follow-ups.
  • Kev identifies the root mistake: diving straight into the details of the offer (the “product”) without first selling the process that solves the prospect’s problem.
• Notable Quote:
  • “He missed what I think is the most important part of the process. It’s the part that primes people to be ready to buy. And it’s the part that I try to make happen in my content before they even get onto the sales call.” (04:41)
• Main Shift:
  • “In order for somebody to buy your product or your services, they actually need to be sold on two things… You must first sell them on your process.” (06:07)
• Takeaway:
  • Separate your content and sales into two stages:
    1. Content sells your process
    2. Sales calls/sales pages sell your product

3. Why Details of Your Product Don't Compel People (09:51–13:27)

• Most products and services in a niche look very similar.
  • “Most of the people that we’re talking to at this point have already bought something like that… And most of the time that is not a comparison that you want them to make…” (10:58)
• When you focus on features and benefits (calls, courses, community), your offer just blends in—and sounds like work.
• Consequence: Prospects compare your offer unfavorably to past experiences and mentally check out.

4. Making Your Process the Star (13:28–16:55)

• Focus on what makes your approach unique: your specific, step-by-step process.
• Concrete Example: Kev’s own four-step process for podcasters:
  1. Make content growable: Target the right audience with clear branding.
  2. Retention: Keep the audience’s attention.
  3. Conversion: Move people from audience to buyers.
  4. Growth: Once the system works, implement growth strategies.
• By laying these steps out, Kev demonstrates why this framework itself makes his services valuable—even before discussing the product specifics.
• Notable Quote:
  • “All of the content that I put out is there to educate you further on those steps.” (16:23)
  • “I need somebody to be bought in on that process before I mention anything about my product.” (16:54)

5. How to Apply This Fix: Educate On Your Process (16:56–22:20)

• Encourage listeners to start putting out content that simply explains their process—just as you might in a webinar, but without the sales pitch at the end.
• “If you’re somebody who is putting out content to try and support your business and you’re not talking about your process at all, my challenge to you is right now, today, or at least this week, put out an episode that just summarizes what your process is and why the steps are there and how it helps people get from point A to point B.” (19:30)
• Immediate effect: audience members who resonate with your framework and feel “that’s what I need” will reach out—because they now see how working with you gets them results.
• Content that educates on your process:
  • Adds real value (even for those who DIY)
  • Attracts clients who are now primed, ready, and eager to work with you

Notable Quotes & Memorable Moments

• On why product-focused pitches flop:
  “They’re going to immediately start comparing your stuff to the stuff that they’ve bought before that looks eerily similar to yours. And most of the time that is not a comparison that you want them to make.” (11:25)

• Defining the goal:
  “Hopefully, with time, if you continue to put out content that educates people on your process and helps them to do your process themselves, your business will grow because you’re going to get way more interest, you’re going to get more leads, and you’re going to get more people asking, ‘Hey, how do I just have you do this for me?’” (21:19)

• The actionable challenge:
  “Put out an episode that just summarizes what your process is and why the steps are there and how it helps people get from point A to point B.” (19:30)

Timestamps of Key Segments

• 00:00–03:40: Common mistakes—content that gets views but no sales
• 03:41–09:50: Story of the lost sales call; identifying the missing piece (selling the process)
• 09:51–13:27: Why pitching product details doesn’t stand out
• 13:28–16:55: The importance and power of outlining your unique process
• 16:56–22:20: How to practically implement process-focused content (plus listener challenge)

Conclusion & Final Takeaways

Kev’s core message: Before anyone buys your product or service, they must first buy into your unique process for solving their problem.

• Make your process clear, simple, and front-and-center in your content.
• Educating your audience on the steps to success primes them to see you as the logical partner.
• This approach makes sales calls smoother and fills your funnel with leads who truly get your value.

Final words:
“Above all else, understand that before somebody buys your product, they must first believe in and be educated on your process because that is what makes you unique and that is what makes people want to buy your products and services.” (22:12)

Episode Value:
If you’ve been frustrated by content that attracts views but not revenue, this episode offers the practical reframe and strategy needed to finally bridge the gap—shift your content to sell the process first, and watch sales follow.