Why I’m Building a Content Tool for Coaches and Consultants (And What Years of Watching Them Struggle Taught Me)

For years, I watched a pattern repeat itself.

At Thrive Themes, we helped tens of thousands of coaches and consultants build their websites. We gave them the tools to look professional online. Beautiful pages, high-converting layouts, the technical foundation to turn visitors into leads.

And then the website would go live. And nothing would happen.

Not because the site was wrong. The site was great. But a website is only as powerful as the content behind it.

And content was the one thing we couldn’t build for them.

I’d see coaches with a ton of expertise, proprietary frameworks, genuinely transformative results. But their blog had three posts from 2021, their LinkedIn was a ghost town, and their newsletter had never made it past issue two.

With what’s possible with AI today, I’m finally building the solution I wish we’d had back then.

So if you’re a coach or consultant struggling with content, keep reading.

You Know Your Stuff. So Why Is Content So Hard?

Here’s what I’ve come to understand after watching this up close for years: the problem isn’t that you don’t know your stuff. It’s almost the opposite.

You know so much that you don’t know where to start.

On top of that, you’re busy. Client work fills the calendar. Content lives permanently on the to-do list, bumped every week by something that feels more urgent.

When you do try, one of four things happens:

1. You try AI tools and get frustrated. The output is generic. It misses your actual point of view, your specific frameworks, the nuance that makes your work different. Or it takes just as long to fix as writing from scratch.
2. You hire a writer. You get clean, generic copy that could have come from anyone in your field. The writer doesn’t have your years of client conversations, so the content stays on the surface.
3. You wing it inconsistently. A LinkedIn post here, a (very) sporadic newsletter there. Nothing builds. Nothing compounds.
4. You don’t create content at all. You rely on referrals and word of mouth. It works, until it doesn’t. You know content could expand your reach, but the thought of sitting down to write something from scratch is paralyzing.

And then there’s the sneakiest pattern of all, one you might not even recognize you’re in:

You create content, but it attracts the wrong people.

The Gap Nobody Talks About

Here’s what my years as a marketing lead taught me, and what I saw over and over again in the coaches and consultants we worked with.

There’s a very specific way of thinking about content that isn’t taught online very often.

When people talk about content, they immediately think keywords. They think, “Find something enough people search for.” But they forget those people need to be convinced to become clients.

Even more interesting? Coaches often end up talking to their peers. They write about their methods, their certifications, the inside baseball of their field. Other coaches love it. Then they wonder why the people they actually want to work with don’t respond.

You’re not your client. You’ve already solved the problem they’re stuck in, so you have to consciously put yourself back in their shoes.

You can’t just write about what’s in your head. You have to write from your client’s point of view: the moment they’re in, the words they use, the thing that keeps them up at night.

That perspective shift is harder than it looks.

How HeySuna Solves This

HeySuna handles content in two parts.

First, the strategy. It researches your ideal client’s pain points, going deep instead of surface-level, and suggests topics that fit those specific pain points. Instead of staring at a blank page, you start with topics tailored to your practice and the people you serve. Topics that move readers toward becoming clients, not just casual browsers.

Second, the creation. Instead of asking you to write, or handing you bullet points to flesh out, HeySuna interviews you. It asks questions, follows up the way a good interviewer would, and captures your knowledge and perspective. Then it uses that (plus what I’ve learned about what converts) to create content in multiple formats: a blog post, a newsletter, LinkedIn posts, and one-liners.

Your whole content strategy, built from your knowledge and your point of view.

No more generic AI content. No more writers who miss the nuance. Just your knowledge, structured in a way that attracts the right clients.

What This Looks Like Week to Week

Content doesn’t have to be a time-suck, or stay on your to-do list forever.

With 10 to 15 minutes a week, all your content for that week is done. Content that attracts the clients you want to work with. Content built on your point of view. Content that converts.

One Thing You Can Do Today

If you’re a coach or consultant struggling with content right now, here’s my advice:

Stop thinking of content creation as complicated and stressful.

Start talking about the problems your clients are struggling with and how you help them solve those. Just start from your client’s point of view.

Forget keywords, trends, and virality. Those can come later.

First, speak to your client’s pain in your own voice.

That’s exactly what HeySuna is built for.

It analyzes your ideal clients, finds their real pain points (not just keywords), interviews you for 10 minutes, and creates a week’s worth of content (blog post, newsletter, LinkedIn posts, one-liners), all built on your expertise and point of view.

If you know content could bring you clients but never find the time to figure out what to say, let alone write it, start for free and see what your first interview turns into.