Latest / The Expert Method / Your Content Isn’t the Problem

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Your Content Isn’t the Problem · The Expert Method

• speaker-0: If you've been posting consistently, maybe even getting decent reach and it's not turning into leads or clients, something's off. And most of the time, it's not the content itself. It's what happens after someone sees it. The path from attention to action. How a viewer becomes an opt-in and how that opt-in becomes a conversation. So with that, I'm excited to be joined by Cora Anadale. Cora is known as the traveling social media manager and she helps online coaches turn content and ads into a more predictable flow of qualified leads and sales. all while traveling the world. In our conversation, we discuss why content often gets blamed for problems it didn't create, how to get specific enough in your messaging that the right people actually respond, and why belief shifts offer clarity and early wins matter if you want your marketing to hold up over time. If you get value from this conversation, be sure to subscribe and share it with a friend. And now here is my conversation with Cora Anadil. Cora, thank you so much for being here. speaker-1: Thanks for having me. speaker-0: A lot of people post content, they create content, they get it out there. You know, they do that for a month, two months, three months, and they say, my content isn't working. When that's the case, when people run into that problem, what do you believe is typically actually the problem? speaker-1: Usually the first thing I ask them is what's happening on the back end of that content. And they might say something like, well, I have a funnel or I have an email list. Those are typically the two big responses or I have this lead magnet. And eventually what they realize is the issue with that is there's no full system basically for someone who discovers you. to become a lead to then become a client. Like they're missing this entire system on the back end of the content to actually take that person through the sales journey. speaker-0: people over emphasize the content and putting content out and then they don't actually think through, okay, what is the purpose of me putting out this content, right? Is to generate leads, turn those leads into clients. And there's a whole backend system that is required in order to make that happen. So what are those pieces of the system that people need to be, get built out? Cause the content is just the front end, right? And there's a whole list of things that we'll dive into and how to make the content perform better on the front end. But what is that backend system that needs to be in place in your opinion? speaker-1: It really varies on the business owner and their offer and what they're actually selling. If they are doing something, you know, more high ticket. Usually I recommend like an entire BSL funnel, which is, as you know, you know, it's usually typically a landing page, a video sales letter, and then it leaves into some kind of questionnaire and then book a call. And even on the back end of that, you want to have. resources sent to the prospects, you want to make sure that we're following up in a timely manner. And you can even like triage the leads just to make sure like take it one step further, make sure that they are extra qualified. That way you're not wasting time on those calls. That's definitely one way that you can do it. And there's plenty of other ways there's DM ads, there's freebie funnels, like there's so many different strategies, it really just depends on the business owner and what they're trying to achieve at that point in time. speaker-0: 100%. And I would love to explore kind of that process that you take clients through when you first sit down with a client and how you map out that system or that strategy that's going to work best for them. But I think just to kind of underline that point of, Hey, there's a lot more that goes into growing your business using content and ads, right? Than just putting out content or just putting out ads, right? There's a whole system behind it. And like the core thing is you need some kind of conversion mechanism, right? You need something that's going to take this cold person that has no idea who you are. and get them to raise their hand and say, yes, I'm interested, right? And that looks like a lead magnet or that looks like in your ad, maybe just like having a clear call to action, right? And these are just simple things that took me a long time to figure out. You need that conversion mechanism, takes them to a funnel of some sort, and then you need to give them the opportunity to book a call with you. Is that me just oversimplifying it? speaker-1: Yes and no. mean, so I think that especially for people who are more new in the online space, if they have a new coaching program, mean, I work with people who are already doing 20 to $30,000 a month. So they might know some of this information, but they haven't implemented it because simply they just don't have the time. And then there's also the side of the coin where there's so many experts online telling you what to do, what you should do, do this strategy, you know, this strategy works better. And honestly, like what I found is that it's not just one thing or the other. You really need to create an ecosystem for your business, for your leads to come into, and they need to have constant touch points with you in order for all of these strategies essentially to work. Because yeah, people take a little bit of time to get nurtured, to learn about you, to learn about your brand. They say it literally takes seven touch points just for someone to know, like, kind of what you sell. I see sometimes new business owners getting that shiny object syndrome, like, ⁓ my God, my content's not working, so I'm gonna go do ads. And it's never, like, one or the other. You need all of the pieces working synergistically together. speaker-0: I a marketing agency back in the day and what we found is that the organic content works to help kind of validate the ads, right? So when somebody sees your ad, the first thing that they're gonna do a lot of times is click on your profile and then you want them to see good content that's gonna, you know, provide value, let them know who you are. But yeah, the organic content helps the ads perform better. And then the funnel helps the ads perform better, right? Like when people click on the ad and they go to the landing page, right? You need the landing page to be good. Otherwise you're gonna lose a lot of people. Like you said, the whole system works together. We just had Bob Berg on the podcast. He's the author of a book called The Go Giver. And his whole philosophy is that you just need to take this frame of doing whatever you can to provide value to the people that you're working with, like the people that you're talking with, the people that you come in contact with just in all aspects of your life. Just find how can you just honestly provide value, just lead with that question. I'm curious to know how you think about that idea of nurturing. prospects of nurturing cold traffic. Like how do you approach the value delivery? Like do you kind of agree with that frame that Bob Berg has? of we just need to find ways to just authentically provide as much value as we can to the people that were consuming our content or our lead magnet or whatever it is. Like kind of how do you think about that idea? speaker-1: Yeah, I guess I think about it again, I go back to the business owner and their offer and what client are they trying to attract because providing value is kind of subjective. Value to one person could be I'm going to educate my audience and value to another person could be I'm going to show social proof to my audience because that's going to get them across the fence. So for a lot of people that I work with, I work with female online coaches, most of them have scaled their info or coaching product to at least 20 to 30K months, like they have a real business going on. For them, usually getting more people into the program, it's a mix. It's like, we do want to educate and the tips, that stuff can position you as an authority, but we also want to show social proof and testimonials. And I think actually a big piece of the nurture sequence that a lot of people miss is the belief. rewiring and the kind of like identity rewiring or the perspective shifting because essentially for someone to even consider you as a solution for their business, they need to first believe that what you're selling can help them. speaker-0: Yeah, and everybody has their own. speaker-1: Yeah, so, you know, for example, if someone is so stuck in the mindset, you can only grow business through organic content. If they're seeing a bunch of things about your ads, about running ads, they're going to be like, ⁓ well, that's strategy. Like, that won't work for me. speaker-0: Yeah, I can see how that's overlooked because we all live with our own biases, right? And all beliefs are just subjective truths. And I think, yeah, your responsibility as somebody who's a creator, a thought leader, you you have your product or service, you're gonna run into the situation where, you know, a big bulk of the people out there don't think about solving the problem the same way that you do. So you need to kind of rewire those beliefs. I think now would be the perfect time to kind of unpack your process and how you go from meeting a new client, onboarding a new client, making an offer to knowing what content to actually make for them. So how do you kind of approach that process of, okay, you have this new business owner. Obviously you've niched yourself down, so the process might be more repeatable, I guess now. But how do you approach a new client? How do you approach kind of building out that strategy of what's going to work for them? speaker-1: The people coming to me, they're already doing at least 20 to 30K a month. They have that offer dialed in and usually what they're struggling with is predictability, consistent qualified leads. Most of the time they are posting and things are coming through, but it's like sporadic. They might have five calls on their calendar one month and then like 40 calls on their calendar the next month. It can be all over the place. So, I mean, the first thing I always do with them is I go. over the offer with them and I kind of revamp the messaging from a marketing lens just to make sure that their audience that they are attracting on social media and through ad traffic is completely dialed in to like the ICP that they serve. So that's like step one, just really making sure that the offer and the messaging is dialed in. That's the most important. And then after that, it's scripting ads, it's launching ads, it's creating content again, and we can't do those pieces unless the messaging first is really, really dialed in. speaker-0: So can you tell us a little bit more about what that looks like of dialing in the messaging? speaker-1: I actually had a really successful, this has been one of my like best clients. I love her to death. We worked together for so long. When she came to me, she was sitting at 20 to 30 K a month and she had an online fitness training program for women who essentially had a lot of past attempts with weight loss and they just never found anything that worked for them. So her program was like a holistic approach. Anyways, when she came into me and then we went through this process together, It was like such a small shift, but it was such a big epiphany for her. was like, in your marketing, we need to be calling out people who have X amount of pounds to lose. Like what is that average number that people come to you with? Because if you're just saying lose weight, you're going to get moms who want to lose 20 pounds, or you're going to get like really overweight people who want to lose 50 pounds. And those journeys are completely different. So the messaging has to make sense for the type of person that you want to dial in. And once we did that and once we consistently had that messaging on her page over time, ⁓ my gosh, we just grew like an invaluable asset for her business because the posts were getting like triple the engagement. She was getting consistent qualified leads in the door. She had more predictability and even we could tell from the applications, they were almost repeating the phrases that we were saying in our messaging and in our marketing. So we could tell that it was working. It was bringing in the right follower. speaker-0: So dialing in the messaging really comes down to dialing in exactly who you want to speak to and then using their language, their own language, to explain what it is that you're going to do for them. speaker-1: 100%. And it seems so obvious. I truly believe like words are spells, right? Like what we say, we're going to attract back. So if you're saying in your content, for example, I have another client, she's a high ticket sales coach. We were saying in her content for a bit, leave your nine to five, lean your nine to five. Well, we were getting all of these people who wanted to leave their nine to five, but we made a messaging switch and we started saying, if you're struggling closer and you're at, five to 10K a month and you want to learn how to improve your close rates to get to 20K a month consistently, that brings in someone completely different and those leads ended up being way more qualified and like way more ready to buy for her offer as well. speaker-0: So sometimes throughout this process, you're almost making a shift in the people that you're targeting, right? Okay, they have this offer, it's working, it's got traction. But maybe if we even found an audience that's more qualified or an audience that we can provide more value to or an audience that's more ready to buy, so even like a shift in the audience can be a part of the working with you and having more success with this. ⁓ speaker-1: 100%. And that's why it's really important that they come to me with some kind of foundation built because that's another question. It's like, well, who do you want to bring more of into your program? Who have been your most successful people and what was their journey like? And how can we reflect that in your messaging to get more people through the door? speaker-0: So you kind of just need to like bootstrap your way into getting as many reps as you can and helping as many different kinds of people as you can. And then once you have enough reps, enough clients that you've worked with, now you can look back and say, okay, which of these clients were the best to work with? I produced the best results for, like which of these clients meet that criteria? And then now, okay, how can we go out and speak more directly to those kinds of people? speaker-1: Yeah, 100%. And that usually is such a big game changer for them because they're like, ⁓ I've never thought of it this way before. And a lot of people think specificity repels, but specificity attracts in exactly who you want to work with. It's just better for you as the business owner anyways. speaker-0: So for anybody listening, any coaches out there that are listening who have an established program, right? Maybe they've, you know, they know that their messaging could be better. What kinds of questions or what kinds of things could they look for in their clients that they've worked with that would say, okay, that's the type of client that I want to attract more of. Like what are the kind of questions or things that you'll look for? speaker-1: would say there has to be demand for that person and their situation. Usually there is, you know, when you're selling to like a complete beginner prospect, you're selling more of the dream, I guess, when you're selling to someone, for example, the high ticket sales example, you're selling to a beginner person who's never really maybe heard about high ticket sales wants to get into it. you're gonna sell to them with a lot of dream-based, desire-based marketing versus someone who maybe has been in the game for like six months, they've gotten a taste of it, they're like, yes, I wanna make this my lifestyle, I want to be a fully remote closer, making 20K a month, traveling the world, whatever. That person, I would say, is in a position of a bit more demand because the pain is greater. Okay, if they stop closing, well, what do they have to do? They have to go back to their nine-to-five job. They have to tell their friends and family that their business failed, like it didn't work out. it's just something to... There's like a demand matrix and I think it's something to definitely consider when you are trying to figure out who I want to attract more of. speaker-0: That's really interesting that you bring that up because it's interesting how that works and translates to marketing. I had never thought about that and how you can kind of initiate action in a prospect that you're trying to attract. Whether, hey, they haven't started, you need to kind sell them the dream versus somebody who has started. You almost need to kind of help them imagine what failure would look like and how you're going to help prevent them from failure. Like literally I have this note right next to my thing. I don't know if we can read that, but it says, imagine what failure will look like. And it came from... ⁓ podcast. was an Andrew Huberman podcast about the science of setting and achieving goals. he did some explaining a study that was done evaluating the effectiveness of positive visualization on a group of people. like how effective was positive visualization? So there were three groups in this study. The first group did positive visualization. The second group did nothing. The control group and then the third group did negative visualization. So all these people were given the same task. They found The outcome of that study was that there was no difference between the group that did positive visualization and the group that did nothing. But the group that did negative visualization, right? Imagine what failure would look like. Like if I'm a closer, if I fail at this, I'm going to have to go back to my nine to five job, or I'm going to have to tell all my friends and family that I failed, whatever. They were over three times more effective at whatever given task. So it's really interesting how. Like that was just such a switch, right? You hear all the time about like positive visualization, selling a dream, all that stuff is really the most effective thing that you can do. But in fact, it can be the opposite depending on who you're speaking to, which is super interesting. speaker-1: Yeah, mean, dialing the messaging is just step one. Like that's super important. I would say usually when you're at those 20 to 30K months, you have a good sense of who you want to bring in. If you are below 20 to 30K months, maybe you're at like 10 to 20K, you know, you're probably still offering some custom packages, doing custom deliverables. Like your process really hasn't been like completely dialed in. So you learn along the way what you like and what you don't like. speaker-0: You had an element of your strategy. So when you were coming in and building out the creative strategies, okay, so we have the messaging dialed, we know who we want to attract as a part of the content strategy, the creative strategy that you were building out for people, you had this concept of PNBs. Are you still doing that? speaker-1: Sometimes, yeah, if the client is going through a launch, I will take them through that process. speaker-0: Okay, so that was more a part of like the launch. speaker-1: It was launch content strategy focused. Okay. speaker-0: Okay, so let's explore that because I remember really enjoying that, guess, or learning a lot through you when you were explaining that. So ⁓ if somebody, if a coach is coming up, they have a new service or product that they're getting ready to launch, explain the PMBs. Like, so what does that look like? What does it mean in practice? speaker-1: So let's backtrack like what this would look like at a high level for essentially a launch strategy. would be, depending on where your audience is at, would say six week ramp up period would be good for most. But during that six week ramp up period, you want to create content around what I call PMBs. And PMBs stands for problems, mistakes, and beliefs. And this kind of touches on what we just spoke about, how a lot of people miss that belief shifting. So essentially, whatever your offer is, you want to list out what are all the problems that my client is facing, that they come to me for my offer to solve? What are all the mistakes that they're making to try to solve those problems? And then what beliefs is that forming for them in their business and their life and their health and their relationship? why they think something can or can't work for them. And so essentially what you want to do over these six weeks is kind of layer the strategy. There's different significances of problems. I split them up even further into like level one and level two. So a level one topic would be a problem, mistake, belief that is a bit more beginner. To give an example, it could be like, You know, if I was doing this for my own offer, it could be, okay, I'm posting three times a day, but I'm not going viral. To me, that's like a level one topic because that person yet probably isn't aware of all the other things that need to happen on the back end. And if I were to introduce a level two topic in the content strategy too early, like why you need automated follow-up sequences on the back of your VSL, I'm like talking to someone who doesn't understand why they need that yet. So it's really important in the way that you layer all of these in into the content strategy and over the six weeks take people through more beginner topics to more advanced topics. That way by the time you launch your unique mechanism, whether you're doing a VSL, whether you're running a webinar, whether you're just launching ads and you're just like making a big launch about it, your audience has been primed over that time to kind of get on board and believe that what you are selling is gonna help them. speaker-0: So every problem will have a corresponding mistake and corresponding belief. you kind of link all of these together and then they're broken down into level one, two, three, and then you kind of have this six month or six week ramp up period before the big event, whether it's the release day of a new product or the webinar, whatever it is, like kind of six week ramp up. And then over that six weeks, you're going to kind of start with some of that beginner content. Then you're going to level it up to level two, then up to level three before kind of the big launches. Do I have that right? speaker-1: Yes, 1,000%. And so exactly, PMB, they go together. So like a problem could be I'm not getting consistent qualified leads. The mistake that I'm making is I'm posting three times a day and the belief that it's forming is that content doesn't work for me. Organic content doesn't work for me. And so what you would want to do is take that and rewire it in a post. You could rewire that belief or you could educate them on what to do instead. So once you let out like all of your PMB topics, know, on the left side, you would want to do educate what, you know, what value you could provide them. And then on the right side, belief shift, how can we shift this belief for them? What proof do they need to see for them to understand that no content does work. You're just not doing it right. This is like the correct way to do it. Or what's some value, you know, what's some education we could provide like, okay, post this instead, or three examples of what would convert. So you get so many content topics. this one exercise, yeah. speaker-0: Okay. So then you have these PMB links and then you just create content addressing those things, whether it's, you know, helping them to rewire that belief or fix the mistake that they're making or solve the problem that they're running into. Love it. Again, just like so simple when set out loud, but you know, simple to understand, but harder to execute. And a lot of people don't learn these things, right? Like I studied marketing in college. We weren't taught any of this stuff. Why didn't we learn this stuff? But yeah, that's the good stuff. I guess it's also so new, but What are some things like what have you learned? obviously you've been in this game for a long time. You have a lot of hands-on experience. You've delivered amazing success with clients. But like what are some things that maybe you've learned about? We've acknowledged the fact that you need the whole system. Let's say somebody has the system, right? They have the funnel, they have the lead magnet, but just the content, the front-end content isn't necessarily working. What have you learned about like some little tactical things that people could do in their content to get it to perform better? speaker-1: If I had to only focus on one thing in marketing forever for any of my clients for the rest of my life, it would be the stages of awareness. That actually is a pretty common marketing principle that I think is overlooked a lot. But the five stages of awareness is basically you have unaware, you have problem aware, you have solution aware, you have offer aware and most aware. Pretty sure they go like that. But the reason why I would say someone should focus on that if they aren't getting the leads that they want, if they're not growing the audience that they want, if they're not signing the clients that they want is because people will never understand your marketing and they'll never be able to relate to what you are trying to sell them or help them with if they can't see it through their lens. So if all of your content, for example, is in the solution aware. You're just always talking about your offer without talking first about their problems. They're not going to make that correlation and they're not going to get it. speaker-0: I think I saw Hermosy talk about that the other day, the kind of levels of awareness in your content. when you're advising people or when you're working with clients, do you try and evenly distribute? Are you kind of over-waiting or does it just kind of depend on where their audience is at? Like how do you kind of distribute the content that you're making? speaker-1: Yeah, so pretty much every single piece of organic and like, and ads, I would say kind of goes through that filter, you know, would this make sense to someone in my audience who is problem aware, or is this making more sense to someone in my audience who is solution aware and making sure that there's a good blend of problem and solution aware. I would also say you don't ever really want to speak to people who are unaware. They're just too early, like on the spectrum. They're just too early there, like to even understand, you know, like if someone didn't have a business, why should they care about content? You don't want to be speaking to this with people. You want to be speaking to people who are in the problem and the solution aware state. speaker-0: So we kind of covered the content, but obviously from the greater system in the back end. Like what about some like tactical things that you've learned about how to get that nurturing process to work more effectively. speaker-1: Yes, mean, definitely personalizing everything. I think if you can use some light images in your emails, you can use, personalization is huge, like just even putting someone's first name in it, having great social proof to follow up with, having consistent touch points, like all of that, again, they need to see your face and your brand multiple times in order to form that trust with speaker-0: Yeah, for me, I definitely suck at nurturing the leads that I get that come in. It's like, okay, I'll follow up with them on, they'll get the lead magnet or whatever right away. Then I'll follow up a couple of days later. Then I do like one, three, five, seven, and then beyond seven, I don't really do anything. So what have you learned about long-term nurture? Is that a part of the system that you would recommend building out? would assume so. speaker-1: Yeah, I would say for long-term nurture, the best is like have them on an email list and do a weekly newsletter, know, provide some value, share what's happening with your current clients, what wins they're seeing. Some people just like to hang around before they decide to make a decision, you know, not everyone is a immediate action taker. It also depends on your audience and like who you're selling to, but I never think it's a bad idea to have that long-term strategy in place. speaker-0: Yep, I just got a big list of emails that I've pretty much gone uncontacted for a while. So figure out some kind of something to hit them with, I suppose. so another thing that I learned at the end of last year, I went to a workshop with this guy. He works with Hermosy and he hosted this workshop where he talked about marketing, right? And kind of how to effectively grow your business, which is what marketing is, right? So he made the argument that He asked us the question in the room, like, what is the objective of marketing? What is the number one objective of marketing? And you know, we all had our answers of like, ⁓ better branding, increase the number of leads, right? Whatever. And then he just kind of came in. It's like the number one objective in marketing is to grow your business, right? Every function within marketing serves that purpose. And then he made the argument that he asked us the question of what is the most powerful lever in marketing? So if the objective of marketing is to grow the business, what is the most powerful lever in marketing? If I asked you that question, what would your answer be? Like what is the most powerful lever in marketing? speaker-1: actually having leads like convert into a sale, know, or sales call. speaker-0: And that would be a super justified answer. I'm sure everybody in the room said something similar. But then he argued the fact that the most powerful lever to growing your business, aka the most powerful lever to marketing, is having a better product. Improving the quality of your product. Because if you have a better product, a better product creates more happy, satisfied customers. A happy, satisfied customer is the most valuable thing that you can have in your business. Because a satisfied, happy customer leaves a testimonial, they refer other people, they stay on your program for longer. they buy more of the stuff that you sell in the future, right? A better product creates more happy customers. So he argued and he explained that all of the CMOs of huge companies that he knows, they spend a huge amount of their time just focused on product. How can we make the product better? Right? It sounds like you do some of this work with your clients too, right? The first thing that you do is you look at their offer, right? You look at their offer, you refine the messaging, you figure out, okay, who's the better audience or who's the right audience for this that we would want to attract more of. But I'm curious to know, do you spend any time working with your clients or have you considered, maybe you've just done it just because you're smart person and you can probably provide some help with that. But I guess first, how do you think about that? Do you think that he's got that right, that the most powerful lever to growing a business is improving the quality of the product? speaker-1: Yeah, I have 1000 % agree, especially because like you said, if the customers are happy, they're going to refer. It's obviously way cheaper and easier to get referral business than it is, you know, maybe running like cold traffic, someone who's never seen you before. How would I help my clients though, improve that? Part of the offer breakdown that we do is making sure that they have a clear roadmap, know, clear steps to desired outcome. Like if the person that I'm trying to attract. Sally who wants to lose 30 pounds and she's busy and she wants to do it in a holistic way is the four month program you're taking her through structured in a way where she's going to hit her goals and she's going to be supported and not information overloaded. But I think that's something people get tripped up on. It's like, I have to give my clients so much. And it's like your clients aren't looking for so much. they are looking for the least amount of work possible that they need to do to get the result that they want. that is why I do the offer breakdown with my clients because if they don't have that roadmap, we can't do any marketing. So we really get clear on that before everything else. speaker-0: Yeah, ever since I went to that workshop, it's just kind of changed my whole perspective on how I look at marketing. It's like, I need to be spending as much, if not more time focused on how can I improve my product, which for most service businesses, I believe that your product is the transformation that you deliver. It's the outcomes that you deliver to your clients. That is your product. It's not the videos that you make. It's not the modules. It's not the... onboarding meeting. It's none of that, right? It's just how do I deliver a better or more consistent, more consistently deliver that outcome to my clients? speaker-1: I also think a big thing that a lot of people, if they're looking for something to take away from this to like implement immediately, if they want to look at their own process is how can you get your client a quick win as soon as possible? For me, what that looks like in my offer is we launch ads within the first seven days. I mean, within the first like one, two days, we get your offer dialed in, but once that's done, like we're ready to roll. So we want to get the ads launched as soon as possible. because I need my clients to see the leads come through the door to have trust in the process that this is going to work long term. And so for me, that's how I've been able to get my people a quick win. But if you're like a health coach or if you're something different, know, really brainstorm, like use AI to brainstorm like what that could be for your program. speaker-0: Yeah, quick win is huge. also, obviously with onboarding setting super clear expectations and then just like there's a great Hermosy clip that I think about all the time where, you everybody talks about the idea that you need to surpass expectations, right? You need to exceed expectations in what you're doing. But in reality, you just need to set expectations, meet expectations, set expectations, meet expectations. Just do that on repeat. That's how you create great customers or happy customers. speaker-1: I also think that setting expectations even happens before onboarding. I haven't seen a lot of people talk about this, I have started the more like sales conversations and sales calls I've taken, I have really started setting expectations on the sales call. I feel like expectations start on that sales call, like in the discovery, in their pain, in their goals, like what are they trying to achieve? I now view sales as like, I have a great product, it's amazing. but if we're gonna work together and exchange this energy and this time together, like we need to be on the same page about what this does for you and what this will not do for you. And so I just really try to get people clear on that before they even say yes, because then onboarding is just kind of like reaffirming everything that we talked about. speaker-0: Right. 100 % just re-underlying everything that you had already brought up. like the sales call is, know, pre-onboarding. And yeah, props to you for that. Cause I think that frame or that approach really only comes from somebody who has conviction and confidence in what they do. Like I know that this is going to work. I'm comfortable saying that, Hey, I can't help you achieve that outcome. Right. Cause I remember, you know, thinking back to when I'm first starting my business and it's like, Yes, I can promise you the world. just need you to give me money, please. I'm so desperate. That can come from a place of ⁓ confidence and believing in what you do and knowing who you are, what you offer, and who you aren't, and what you don't offer, and what you don't do. Basically, as an information product, as a course creator, coach, consultant, in order for your clients to get the outcomes that you promise, the transformation that your program delivers, you need them to do the work. That is what I have. endeavor to help solve is close what I call the client execution gap, which is the gap between your clients knowing what they need to do, you telling them what they need to do, and then them getting the result, which is them doing the work. Anyways, Cora, thank you for the time, but if you had a giant billboard that everyone in the world could see for 10 seconds, what would it say and why? speaker-1: It would say live in congruence because congruence is when you want a certain outcome in your life and you're expecting, let's say you're working with clients, you if you want your clients to invest in themselves, you also need to be the person that invests in themselves. And so I think if the world just lived more congruently, it would be such a better place. speaker-0: reminds me of the golden rule, right? Do unto others what you would want done unto you. I love it. Cora, thank you so much for the time. Thank you for listening. The main thing I kept coming back to in this conversation is that content is often not the problem people think that it is. A lot of people are focused on posting more, improving hooks, getting more reach. But if there isn't a clear path behind that content, if there isn't a system that turns attention into trust and trust into action, then more content just creates more noise. speaker-1: Thank you. speaker-0: What Cora is really pointing to is that content only works when it's a part of something larger. When the messaging is clear, when the offer is defined, and when there's a real mechanism that carries someone from seeing you to actually engaging and purchasing from you. If you want to get connected with Cora, you can find her links in the description of this episode. If you run a coaching program, course, or mastermind and your clients aren't completing the work, download the free program execution system toolkit in the description. It shows you how to install execution infrastructure so clients actually follow through and get results. Thank you for listening and I'll see you in the next one.