I’ll never forget sitting in a meeting where the content team proudly pulled up a slide: tons of likes, comments, and shares.
Everyone nodded politely.
Then our CEO leaned back and asked one question.
“So where’s the revenue?”
Silence.
That moment stuck with me. The problem wasn’t the writing. The posts weren’t bad. The real problem was that buyers didn’t know how to place the company in their heads. And if people can’t put you in a bucket, they won’t remember you when it’s time to buy.
That’s why I sat down with Justyna Ciecierska, the creator of the Marketing Waiting Room™, for the latest episode of Marketers Do Coffee.
The Waiting Room shift
Justyna’s framework nails what actually happens between “interested” and “ready to buy.”
Buyers spend most of their time not buying. They’re scanning, noticing, and filing things away.
When the trigger hits — budget frees up, pain spikes — they don’t start fresh. They recall the 2–3 brands that already stuck. Everyone else disappears.
Funnels don’t explain this. Waiting Rooms do. That’s what we unpack in this episode.
A quick gut check
Here’s the test I run with clients (straight out of my chat with Justyna):
Do your last 10 posts have a clear enemy?
Do they repeat the same message?
Could someone recognize them as yours in a one-second scroll?
If you can’t say yes to those, you don’t have a content problem. You have a positioning problem. And that’s why your content isn’t turning into revenue.
The SOP
I pulled Justyna’s framework from our conversation into a short SOP you can swipe.
👉 Get the SOP here (no opt-in required)
It walks through how to:
Map buyer entry points
Set up your two Waiting Rooms (Marketing + Sales)
Choose an enemy buyers actually care about
Repeat without sounding robotic
This is the piece worth forwarding to your team.
What I learned (and asked her about)
I admit that I used to chase variety in content. New angles kept me entertained, but they also made me (and my company brand) forgettable.
Her perspective made me see it differently: revenue comes from recall. And recall comes from picking an enemy, repeating until it sticks, and making your brand distinctive enough to spot in a scroll.
AI can polish. It can pattern-match. But it can’t decide who you are, what you’re against, or why buyers should remember you when it’s time to buy.
That’s positioning. Until you fix it, content gets stuck at engagement and never shows up in revenue.
Know someone still chasing “better content” as the fix? Forward them this episode.
See you in the feed,
Christine
Got a guest idea? Reply and let me know — I love hearing from you.