In this energizing episode of Change Champions, co-hosts Ped and Riley expose “the content trap” — the frustrating cycle of publishing value-packed posts that still fail to convert into paying clients. Drawing on Ped’s own months of “performing to an invisible audience” and Riley’s lighthouse metaphor, they explain why visibility alone isn’t enough. Instead, content should act as kindling that sparks authentic outreach, the real driver of trust and sales conversations. Listeners hear how one client’s responses jumped 6-7× once he paired posts with personal messages. The duo break down the trap, the mindset that feeds it, and the simple shift that turns silent scrolling into a steady pipeline of coaching and consulting prospects.