wrong vibe, wrong customers.
Ok so fun problem this week…
Turned on ads to find some new health coaches to work with — WHOO making progress.
Immediately, even with a small amount of spend, we’re getting leads back!
We’re reaching out, and easily getting them on the phone — hell ya!
But here's the catch: the people signing up are nowhere near our target avatar.
Who we want to work with: 30-40 year old women running health coaching businesses at around $5k/month, ready to scale.
Who we attracted: 40-50 year old, mostly male fitness coaches, many without established businesses yet.
Sure, I could dive into the platform and tweak targeting parameters all day. But when I step back and look at the whole system, there's a fundamental disconnect happening.
The real issue? Our entire vibe is wrong.
The landing page, the ad creative, the messaging — it all feels like it was designed for someone older and male. No amount of audience targeting can fix that core mismatch.
The plan moving forward:
Take a step back and audit everything we're putting out there. The landing page needs to look and feel like something a 30-40 year old woman scrolling Instagram would actually engage with. It needs to fit her identity, not just address her business challenges.
Same goes for the ads — nothing dramatic, but they need that subtle shift in tone and aesthetic that speaks to our actual target market.
The lesson here: I thought I understood audience research because I focused so heavily on empathy and pain points. But I missed something crucial — understanding how they naturally communicate and what visual identity resonates with them.
It's not enough to know what someone struggles with. You need to know how they see themselves and speak their visual language too.