Latest / Abundant + Aligned / The secrets of a 7-figure marketing strategist with Carinda Gosling

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The secrets of a 7-figure marketing strategist with Carinda Gosling · Abundant + Aligned

• 1:02
  SPEAKER_00: I am so excited for you to learn from Radio today.
• 1:08
  SPEAKER_00: Welcome to the Abundant and Alive podcast, a place where you will come to realize that anything that you desire is possible.
• 1:15
  SPEAKER_00: I'm Jess, a mindset and business coach, and I'm on a mission to lead women to a life far from average.
• 1:21
  SPEAKER_00: In this show, you can expect a conversation around manifestation, about subconscious reprogramming, about entrepreneurship, and the daily habits of a woman living a life that is both successful and fun.
• 1:32
  SPEAKER_00: Imagine a TED talk but overwine.
• 1:35
  SPEAKER_00: My wish for you is that you experience an unlimited flow of money, a business that attracts your dream clients, and the freedom to spend your time how you choose.
• 1:44
  SPEAKER_00: And if you stick with me, that will soon be your reality.
• 1:47
  SPEAKER_00: I'm honored to be on the journey with you.
• 1:49
  SPEAKER_00: So let's get into it.
• 1:51
  SPEAKER_00: Alrighty, Corinda, welcome to the Abundant and Aligned Podcast.
• 1:55
  SPEAKER_00: I'm so excited to have you on.
• 1:57
  SPEAKER_01: Thank you so much for having me, Jess.
• 1:59
  SPEAKER_01: It's an honor to be here.
• 2:00
  SPEAKER_00: Yay, I'm actually really excited for your episode.
• 2:03
  SPEAKER_00: As someone who has grown a community of over 80,000 people online, your podcast soon after its launch ranked number one in the marketing category on Apple Podcast.
• 2:16
  SPEAKER_00: And you are a thought leader when it comes to marketing and creating unique copy, which I know is a skill to have at the moment.
• 2:25
  SPEAKER_00: I just know my audience are going to eat up everything you share today.
• 2:28
  SPEAKER_00: So I'm so excited to get into everything.
• 2:31
  SPEAKER_01: I cannot wait to dive in.
• 2:33
  SPEAKER_01: It is absolutely my love language.
• 2:35
  SPEAKER_01: Copy content and compelling marketing, anything that falls in there, it is my jam.
• 2:39
  SPEAKER_00: I love it.
• 2:40
  SPEAKER_00: I love it.
• 2:40
  SPEAKER_00: Well, tell us how you have grown a business with numbers like that.
• 2:45
  SPEAKER_00: Um, I'm sure there's so much that's gone into it.
• 2:47
  SPEAKER_00: But if you could just give us a quick debrief in terms of what it's taken to create an empire of that size.
• 2:54
  SPEAKER_01: Yeah, of course.
• 2:55
  SPEAKER_01: So I think the most important thing to say is this isn't my first business.
• 3:00
  SPEAKER_01: Um, and I think that in an environment where like there's so much overnight success or what seems like overnight success, I always really love to communicate that my overnight success took me about 3,000 overnights.
• 3:13
  SPEAKER_01: Um, I started in the copywriting and marketing industry over a decade ago.
• 3:18
  SPEAKER_01: So I actually started my very first small business called Cairns Writing Solutions in like 2013, 2014, I believe.
• 3:26
  SPEAKER_01: And then I just grew in the industry from there, got headhunted, moved into like marketing agencies, got headhunted again, became like a chief communications officer.
• 3:36
  SPEAKER_01: And then I realized that that wasn't where I wanted to be.
• 3:39
  SPEAKER_01: And my passion, I loved that role, but I was helping really big businesses do really big things, which was really gratifying.
• 3:45
  SPEAKER_01: But my heart was still with small businesses.
• 3:48
  SPEAKER_01: Like I climbed all the way to the top of the ladder to realize I actually loved it more when I was on the ground.
• 3:53
  SPEAKER_01: Um, and so that's essentially what led me to This Is Co.
• 3:57
  SPEAKER_01: And so I started This Is Co in uh January 2020, um, which obviously, you know, we had a big year in 2020.
• 4:05
  SPEAKER_01: So I was really blessed to be online during that time and such a hard time when I was able to help people pivot online.
• 4:12
  SPEAKER_01: And this is co has really grown from there.
• 4:15
  SPEAKER_01: So I took everything I kind of knew from my background in marketing and just really brought that forward.
• 4:20
  SPEAKER_01: And if I had to say what helped me grow the most at This Is Co.
• 4:24
  SPEAKER_01: It's the thing I always talk about.
• 4:27
  SPEAKER_01: It's just knowing your ideal customer so well that anything you say sounds like you've been reading their diary because you literally have been.
• 4:35
  SPEAKER_01: And online and in our offers as well, that is the most important thing to truly actually break through.
• 4:43
  SPEAKER_01: We can use all the hacks we want, we can use all the hooks we want, we can use all the trending audio.
• 4:47
  SPEAKER_01: But if what you're saying doesn't actually hit someone at the head or heart level, it is never going to matter.
• 4:54
  SPEAKER_00: I think that's more important than ever with the noise that we seem to experience on social media.
• 4:59
  SPEAKER_00: We've had some pretty raw conversations on my podcast recently about content starting to look the same.
• 5:05
  SPEAKER_00: Everyone jumps on the same trends.
• 5:07
  SPEAKER_00: So I think the ability to cut through that by knowing your client and knowing how to speak with them without using the fluffy language that everybody else in your industry may be using is a skill that is going to make you thousands, if not millions, in your business.
• 5:23
  SPEAKER_00: Um, and we've got the woman here for the job, so I love that.
• 5:27
  SPEAKER_00: Now, before we get into picking your brain about copy and marketing, I am a mindset girl.
• 5:33
  SPEAKER_00: I love the mindset aspect of business.
• 5:36
  SPEAKER_00: So I would love to know has that come into play during your business journey?
• 5:41
  SPEAKER_00: If so, what has that looked like for you?
• 5:43
  SPEAKER_01: Oh my gosh, absolutely, absolutely.
• 5:46
  SPEAKER_01: There's three things, it's on the wall behind me for anyone watching the recording.
• 5:50
  SPEAKER_01: For those of you who can't see it at home, there's three things I believe that make a successful business: your marketing, your offers, and you.
• 5:56
  SPEAKER_01: And I live by all three of those things every single day.
• 5:58
  SPEAKER_01: And they have to work in combination with each other.
• 6:01
  SPEAKER_01: So obviously at This Is Co.
• 6:02
  SPEAKER_01: I am an expert in content copy and compelling marketing.
• 6:05
  SPEAKER_01: At this is Corinda, I talk to people about offers.
• 6:07
  SPEAKER_01: And as a whole, I'm like your beautiful self, really, really, really like understand that you are the engine behind it all.
• 6:14
  SPEAKER_01: And it's so important for you to be lit up and aligned and have the right mindset.
• 6:19
  SPEAKER_01: And I would say that mindset, like one of the biggest things that when I reflect on this journey and everything that's gone into it, the biggest mindset, I think, you know, breakthrough for me that's carried me this far is just really not being attached to outcomes and being attached to processes and really wanting to make sure I do a process to the best of my ability and know that it's the right process and be the best person while I'm doing that process.
• 6:44
  SPEAKER_01: So really looking after like my health and wellness and happiness and all of those types of things and really detaching from the outcome and just understanding that just moving forward is winning.
• 6:55
  SPEAKER_01: And so every time I move, I win.
• 6:57
  SPEAKER_01: Whether I win in terms of getting insights from something or whether I win from getting outsides from something, like outcome, sorry, I'm still winning.
• 7:05
  SPEAKER_01: Um, and that's something I carry with me all the time because it's tough, right?
• 7:10
  SPEAKER_01: Being in small business and we do something, and you know, some people might use the word it fails or it flops or whatever.
• 7:17
  SPEAKER_01: And that can really get us down.
• 7:18
  SPEAKER_01: It can really break our momentum and get us in our heads.
• 7:20
  SPEAKER_01: And that I often see that's because we were attached to the outcome.
• 7:24
  SPEAKER_01: The thing that we did, we expected to end in a certain way instead of being really open to how it will end.
• 7:31
  SPEAKER_01: Did we get an outcome or did we get insights?
• 7:34
  SPEAKER_01: And so I really try really hard to practice that.
• 7:36
  SPEAKER_01: And I think it's really helped me to persevere in a tough industry.
• 7:40
  SPEAKER_00: I love what you said there in terms of just enjoying the progress and looking at moving forward as a win.
• 7:46
  SPEAKER_00: I think with the vanity metrics online, people get so attached to the views and the followers and that number behind that piece of content, forgetting there are so many other pillars that make up a successful piece of content.
• 8:01
  SPEAKER_00: And one of those is the fact that you went out and you come up with the idea, you actually created the content, you got it out there, um, you potentially spoke your voice, um, you had an idea, whatever it may have been, like that in itself needs some more recognition, regardless of what that number looks like at the end of the day.
• 8:20
  SPEAKER_00: Exactly.
• 8:20
  SPEAKER_01: And it's all stacking as well.
• 8:22
  SPEAKER_01: So, you know, particularly in the content world, when we put something out and we don't see it get those vanity metrics, what we don't see in the background is the stacking or compounding effect that that has on our brand, on our silent audience, in our portfolio, because our Instagrams literally need to be understood as portfolio.
• 8:40
  SPEAKER_01: It's all like front doors of our business.
• 8:43
  SPEAKER_01: And whatever it gets pushed out that day, sure, we want to work with the algorithm to make that happen to a certain extent.
• 8:50
  SPEAKER_01: But what we've got to understand is how can we pull people to our pages to see all of that content there stacking together.
• 8:58
  SPEAKER_01: And so again, every time I put a piece of content out, even if it's my worst by vanity metrics ever, it's that sanity metric of like, I believe what I said, it has a place in my strategy.
• 9:07
  SPEAKER_01: Someone's gonna see this in two weeks, three weeks, four weeks time when I pull them to my page in another way.
• 9:12
  SPEAKER_01: And it is all going to go to show them why I am the one for them.
• 9:16
  SPEAKER_01: And again, like when I see people delete pieces of content or stop showing up because they're not getting reached, and I'm just like, you don't understand what you're actually building foundationally right now.
• 9:26
  SPEAKER_01: Like, genuinely keep going.
• 9:28
  SPEAKER_00: And there's a result that could come that doesn't involve those vanity metrics.
• 9:32
  SPEAKER_00: I've actually just experienced that in my business.
• 9:34
  SPEAKER_00: We've been playing around with a new style of content, and I feel when you jump on a new style of content, it sometimes takes a little while for it to catch up.
• 9:42
  SPEAKER_00: Now, if you were to look at the number of views that we got, likes, engagement, that piece of content has sucked.
• 9:48
  SPEAKER_00: But what's happening behind the scenes is I've been getting booked for all of these incredible speaking opportunities and podcast interviews, and it's 100% because of this new style of content that we've been playing around with.
• 9:59
  SPEAKER_00: So it's always got the potential to create something much bigger than that number on the screen that we're seeing.
• 10:06
  SPEAKER_00: I love that.
• 10:07
  SPEAKER_00: Exactly.
• 10:08
  SPEAKER_00: Now, I would love to kick off with your insights when it comes to incorporating more of your personality in content when you have a business.
• 10:19
  SPEAKER_00: Because I know there have been studies that have confirmed that personal brands are getting more traction than business facing, you know, on online presence.
• 10:29
  SPEAKER_00: Um, but I know a lot of my customer um clients struggle with having the business front to sell their offer, but then bringing in more of this personality and their personal brand.
• 10:39
  SPEAKER_00: And it always comes back to the question: how much of myself and my personality do I share online for it to have that flavor, but then not just be an influencing account and lose the fact that I'm here to sell?
• 10:53
  SPEAKER_01: I love this question.
• 10:54
  SPEAKER_01: So we actually did this in the content mastery club.
• 10:56
  SPEAKER_01: So I'll walk you through a little visual exercise of how I really like to explain this because it is so important that we have authenticity mixed with strategy.
• 11:05
  SPEAKER_01: And so what I like to imagine is like two circles side by side.
• 11:09
  SPEAKER_01: And one circle is your ideal customer, one circle is you.
• 11:12
  SPEAKER_01: And you have traits, beliefs, values, situations, demographics, psychographics, right?
• 11:19
  SPEAKER_01: So the things you like, the things you think, the things you do, the way your family is structured, the lifestyle you live.
• 11:25
  SPEAKER_01: And they have those things as well.
• 11:27
  SPEAKER_01: And what I love to do as a business brand who wants to infuse a personal brand is look to where those circles start to overlap.
• 11:36
  SPEAKER_01: So then if you were to overlap them, what are the similarities in that?
• 11:40
  SPEAKER_01: So you may uh both have the same family structure, right?
• 11:44
  SPEAKER_01: So you have children, you may have the same beliefs, you may live in the same regions, you may experience some of the same things.
• 11:51
  SPEAKER_01: And what I always do is say, out of those things, what am I comfortable to share?
• 11:56
  SPEAKER_01: Because just having those overlaps doesn't mean you have to share everything.
• 11:59
  SPEAKER_01: You may be family-oriented, somebody like your IC may be family-oriented, but if that necessarily isn't pain points or desires that your IC face in their business, you don't have to bring your family in.
• 12:11
  SPEAKER_01: So we have this little crossover of things that are essentially relevant to both you and them.
• 12:17
  SPEAKER_01: We go through and eliminate what you're absolutely not comfortable with, and then we're left with a set of elements that are actually going to be really interesting to your people on the other side because they see themselves reflected in that.
• 12:29
  SPEAKER_01: And our content is always a mirror of our IC.
• 12:33
  SPEAKER_01: And then you get to show them in relation to your niche elements of those things.
• 12:38
  SPEAKER_01: So I always ask myself, okay, so um my IC and I share the same lifestyle, we share some of the same beliefs, we share some of the same like mental health considerations or focuses.
• 12:47
  SPEAKER_01: So I always ask myself, how can I take this element of who I am as a person and mirror something back to them, a pain point they've had, a desire that they have, an aspiration they have, something that they can find relatable that actually happened in their day.
• 13:01
  SPEAKER_01: And then is there a lesson or a learning or a piece of thought leadership or a piece of hope or a piece of aspiration that I can show them around this?
• 13:13
  SPEAKER_01: And this is essentially how I recommend that people build personal brands within their businesses.
• 13:19
  SPEAKER_01: So we're actually only showing as much as we're comfortable with.
• 13:23
  SPEAKER_01: We're only ever choosing things that are relevant because of that circle that's irrelevant.
• 13:27
  SPEAKER_01: It's not in the crossover.
• 13:28
  SPEAKER_01: And then we're really making sure that we use it as a mirror to show that person why you are the right one for them and how this relates to the niche.
• 13:37
  SPEAKER_01: And I think when we do that, obviously it has a few steps to it, but when we break through that clarity, personal branding business is actually so strategic and so fun as well.
• 13:48
  SPEAKER_01: Because everything that we share, we can really see it driving our businesses forward as well, which obviously we all want.
• 13:55
  SPEAKER_00: Yeah, I love what you said.
• 13:56
  SPEAKER_00: Find the lesson in whatever it is that you're doing.
• 13:59
  SPEAKER_00: So I don't know, one element that I share with my ideal client is this freedom-based living, going down to the beach in the middle of the day and just being there.
• 14:08
  SPEAKER_00: Instead of just taking a photo of the beach and sharing that to my feed or my story, actually having some copy over the top to bring that back into my brand and have a lesson there for them.
• 14:20
  SPEAKER_01: Absolutely.
• 14:21
  SPEAKER_01: That's exactly it.
• 14:22
  SPEAKER_01: Like, how can it move the brand forward?
• 14:25
  SPEAKER_01: Your personal brand, I always say that, you know, people want to buy things, but nowadays they actually want to buy them from someone they feel something from as well.
• 14:34
  SPEAKER_01: And so it's still asking yourself like, how does this drive them forward in their consumer journey with me?
• 14:40
  SPEAKER_01: Uh, and then when I have that kind of mindset on, that's really how I can always make sure I'm finding something that relates to the niche or a product or an offer or a way to help them.
• 14:50
  SPEAKER_00: Yeah, I love this.
• 14:51
  SPEAKER_00: I love it.
• 14:51
  SPEAKER_00: My next question is what is working well online that you feel is underrated?
• 14:58
  SPEAKER_01: Oh, that's such a good one.
• 15:00
  SPEAKER_01: Content that doesn't get big results.
• 15:03
  SPEAKER_01: We do not talk about that enough, right?
• 15:05
  SPEAKER_01: So I have five pillars in my business when I teach content.
• 15:09
  SPEAKER_01: And uh essentially, the further along the pillars we get, the less engagement and the less reach.
• 15:16
  SPEAKER_01: I literally expect them to have.
• 15:18
  SPEAKER_01: And so I have to really help people around this mindset of I am telling you to post content types that are going to get less engagement, less views intentionally, because this is actually what builds businesses, not what builds content creators.
• 15:37
  SPEAKER_01: For a content creator, our goal is always to keep people on the platform, always to keep them engaged.
• 15:42
  SPEAKER_01: We're getting paid by the platform or by engagement or by brand deals or whatever that may be, you know, as a as a, you know, I guess kind of like unnuanced overview.
• 15:52
  SPEAKER_01: There are some content creators who sell products, but overall, this is what content creators do.
• 15:56
  SPEAKER_01: And so we as business owners have been almost brainwashed because we look at these content creators, we look at these other accounts, and we think every piece of content of theirs gets this really high engagement, every piece gets really high reach.
• 16:09
  SPEAKER_01: I must be doing something wrong.
• 16:10
  SPEAKER_01: And we're only doing something wrong if that's the case, I believe, because our job is to actually drive people off the platform.
• 16:16
  SPEAKER_01: And when we do that, the algorithm doesn't love us as much.
• 16:19
  SPEAKER_01: And so, you know, by training, the algorithm drops us down a little bit when we do that.
• 16:25
  SPEAKER_01: But that doesn't matter because of the way the algorithm works.
• 16:28
  SPEAKER_01: Also, we're going to get seen by our hottest people still, even when the algorithm drops us.
• 16:34
  SPEAKER_01: We might not get seen by as many of our followers or non-followers, but what we're seeing is those people that have been building up in this journey, either engaging with us externally or watching us, you know, as like a secret audience in the background.
• 16:46
  SPEAKER_01: And those are the people that get to see those calls to action, those deeper pieces of content, those, you know, case studies.
• 16:53
  SPEAKER_01: Over at this is Corinda, for example.
• 16:55
  SPEAKER_01: I just posted a um uh carousel of my new property that I just purchased and the property that I started all of this in when I started business and how this is like a dream going from, you know, this office where I just pushed through to an office now that I'm moving into that I absolutely adore.
• 17:11
  SPEAKER_01: And it got hundreds of likes and so many comments, and it was, you know, really beautiful, like a community-building piece.
• 17:17
  SPEAKER_01: It didn't result in any business, which is fine.
• 17:19
  SPEAKER_01: It wasn't even about that.
• 17:20
  SPEAKER_01: I then posted last night a piece which was a literal case study of something someone has achieved in my world.
• 17:26
  SPEAKER_01: It has like 8% of the likes, maybe, and like two comments and about 15 wait list um sign-ups to the actual program because they like me from that one piece of content and they're connected to me.
• 17:41
  SPEAKER_01: And then the next piece of content activated them to want to be in my world.
• 17:46
  SPEAKER_01: And both those things are equally important.
• 17:48
  SPEAKER_01: And what I see is that people skip that second piece of content because of the impact that it didn't make for those playing at home who can't see me.
• 17:57
  SPEAKER_01: I've got my inverted air quotes here, who like they think it didn't make impact.
• 18:01
  SPEAKER_01: And this is why I see so many people hold their businesses back.
• 18:05
  SPEAKER_00: I love that you differentiated between a content creator and a business owner because it is different content and it has we are there for a different reason.
• 18:14
  SPEAKER_00: And as you've mentioned, it is easy to lose sight of what the end game really is with our content, and it's not to get followers and likes, it's to make sales and to grow our business.
• 18:27
  SPEAKER_00: Um, so I just love that, and I think it is, yeah, so many of us are getting caught on what we're seeing, but it is a content creator or an influencer at the end of the day that we're probably watching, which is where that feedback's come from.
• 18:39
  SPEAKER_01: And we need to learn from that.
• 18:41
  SPEAKER_01: We can learn from content creators.
• 18:42
  SPEAKER_01: As I said before, I've got like five pillars.
• 18:45
  SPEAKER_01: We and I call it scene loved selling.
• 18:47
  SPEAKER_01: This is the journey that we go on, essentially, and this is how I really simplify, but also like make content super strategic.
• 18:53
  SPEAKER_01: For that scene content, that is what we want to be learning from content creators.
• 18:57
  SPEAKER_01: Like, what does get pushed out by the algorithm?
• 19:00
  SPEAKER_01: What does get people engaging, acting, keeping us in their algorithm so that when we do the loved and selling type stuff, which you know, by design gets less engagement, we are actually still seen.
• 19:13
  SPEAKER_01: We don't want to be doing, and that's the other thing, we don't want to be doing only, you know, about the business, showing off and selling type stuff, because we actually do have to play the algorithm game and we can look to content creators then to see what's working.
• 19:25
  SPEAKER_00: I love that.
• 19:26
  SPEAKER_00: Now, on the topic of being seen, I know a big thing that you talk about is when someone lands on your profile, what are they seeing?
• 19:35
  SPEAKER_00: And you obviously talk to the bio, you talk to the pin post and being really strategic about that landing opportunity.
• 19:42
  SPEAKER_00: I'd love for you to talk to that and some tips that you may have for someone to optimize that initial experience that someone would have when they find them randomly on the Explore page.
• 19:52
  SPEAKER_01: Yeah, perfect.
• 19:53
  SPEAKER_01: I love this.
• 19:54
  SPEAKER_01: So starting from the top down, what we really have to understand is that Instagram is an SEO-driven platform.
• 20:00
  SPEAKER_01: And so your name line instantly should be optimized to have your name in it and then also keywords of what you do.
• 20:08
  SPEAKER_01: And a lot of people still don't actually optimize this.
• 20:11
  SPEAKER_01: They might have created themselves a title, like you know, a marketing magician or a, you know, action alchemist or whatever.
• 20:17
  SPEAKER_01: And while that's fun to have in your voice and vibe in your actual content, that name line still needs to have like, you know, marketing and sales for whatever.
• 20:27
  SPEAKER_01: Um, and so really making sure that we've got the right keywords there, then moving into our bio, we really want to be having something that, again, is a mirror.
• 20:37
  SPEAKER_01: So we always want to be clear over creative.
• 20:41
  SPEAKER_01: And I see some incredibly creative bios.
• 20:43
  SPEAKER_01: And while that's all well and good, what we actually want our bio to say is who we are, what we do, and why choose me.
• 20:51
  SPEAKER_01: And so it is the blah for blah, who want blah without the blah.
• 20:56
  SPEAKER_01: So that's essentially the type of thing we want to be looking at putting in our bio, really calling in our ideal client, saying exactly the pain point or desire that we help with, and then why choose us?
• 21:07
  SPEAKER_01: Points of difference, credibility, anything like that can go in there.
• 21:11
  SPEAKER_01: And then we obviously want our link in bio to be really well optimized.
• 21:15
  SPEAKER_01: So not too many things at all on there and really just getting people into that top of funnel, whatever is next for them, and then moving them through from there in the back end of our business.
• 21:26
  SPEAKER_01: And then we want our pinned post.
• 21:28
  SPEAKER_01: So I really love to focus on three things in our pinned post.
• 21:31
  SPEAKER_01: And again, I just normally see people pin like the one that got the most social proof or likes or anything like that.
• 21:38
  SPEAKER_01: And that again doesn't move people forward.
• 21:42
  SPEAKER_01: It really is sticking us in the content creator realm.
• 21:45
  SPEAKER_01: So I love to make sure we have one that connects in some way.
• 21:47
  SPEAKER_01: So either connects person to person, so an introductory post or a storytelling post or something that actually like positions you and connects that person to your niche straight away.
• 21:58
  SPEAKER_01: So at the moment, at the time of recording this, storytelling is obviously huge and people are really looking for a lot of support around storytelling.
• 22:06
  SPEAKER_01: So I have pinned there my, you know, storytelling hooks.
• 22:10
  SPEAKER_01: And so really helping people connect that this is what I do instantly.
• 22:14
  SPEAKER_01: I can help them with something that's really top of mind.
• 22:16
  SPEAKER_01: Then the next pinned post that I really love people to have is something that compels.
• 22:21
  SPEAKER_01: So something that again could be a story that you're telling.
• 22:24
  SPEAKER_01: It could be some social proof of a client outcome.
• 22:26
  SPEAKER_01: You know, mine pinned in there at the moment is the one about how I was so honored to, you know, rank number one on the marketing charts.
• 22:33
  SPEAKER_01: And that really shows my credibility, that compellingness of like, oh, I should listen to this person.
• 22:38
  SPEAKER_01: So I'm not asking someone, look at this post that got a lot of likes on it, right?
• 22:42
  SPEAKER_01: Which I think sometimes we can do to try and show we're credible.
• 22:46
  SPEAKER_01: I'm actually showing I'm credible through my messages, through my actions.
• 22:50
  SPEAKER_01: And then the third one I love to have is something that drives someone to some kind of action, so converts in some way.
• 22:56
  SPEAKER_01: So either that be a product or your offers or a lead magnet or to DM you for something, really making sure that we drive people forward.
• 23:05
  SPEAKER_01: What is the next step?
• 23:06
  SPEAKER_01: So connect, compel, and convert.
• 23:08
  SPEAKER_01: And then what I have underneath that is my, you know, 12-pillar post plan, which essentially just means I have five pillars that I always recommend people do.
• 23:17
  SPEAKER_01: So engage and entertain, which is really that content creator type of stuff, really getting us higher views, keeping us in good favor with the algorithm.
• 23:26
  SPEAKER_01: Uh, educate, activate, inspire.
• 23:29
  SPEAKER_01: This is where we start to get into like our credibility, activation around pain points, desires, situations, giving people hope, which is really important, stories that connect goes without saying, about the business.
• 23:40
  SPEAKER_01: This is really where we get to talk about our methodologies and our client wins and you know, some personal branding stuff of what's going behind the scenes in the business.
• 23:48
  SPEAKER_01: And then we have show off and sell.
• 23:49
  SPEAKER_01: And these are the five that I recommend that we do, you know, at different kinds of like weights between them.
• 23:55
  SPEAKER_01: But essentially, what I would like when I go to your profile is, you know, when I see those first like 12 posts, which is what someone's kind of really gonna judge you on, essentially, when they're giving you three or four seconds to really see, is this person worth my time?
• 24:08
  SPEAKER_01: I really want to be seeing you move them towards the customer journey.
• 24:12
  SPEAKER_01: Is there something that like instantly hooks them surface level or awesome?
• 24:16
  SPEAKER_01: Is there something that then like hooks them emotionally, does that, you know, loved type of stuff?
• 24:20
  SPEAKER_01: Amazing.
• 24:21
  SPEAKER_01: Can they instantly see what you do and how to get into your world?
• 24:24
  SPEAKER_01: Brilliant.
• 24:25
  SPEAKER_01: This is exactly what a business profile should have on it.
• 24:28
  SPEAKER_01: Again, it's all simply just about a customer journey and it's you know why I do it, how I do it.
• 24:33
  SPEAKER_01: This is code seen, loved, selling.
• 24:35
  SPEAKER_01: And this is exactly what we want to be focused on, and that's what every single one of these things do.
• 24:40
  SPEAKER_01: Help us get seen, help us get loved, and help us get selling.
• 24:43
  SPEAKER_00: Love this.
• 24:44
  SPEAKER_00: Now, for someone who sells multiple offers and maybe they do shift in terms of the ideal client it serves and the outcome that particular offer helps them with, would you recommend they come through and optimize their bio each time?
• 24:57
  SPEAKER_00: Obviously, the pin post would probably change, but when it comes to the bio, should that really be geared towards the offer they're launching at the time?
• 25:05
  SPEAKER_00: Or are we still finding more of an umbrella bio that could serve all the different offers that would come through throughout the year?
• 25:12
  SPEAKER_01: When people have multiple offers for multiple like client avatars, I do recommend they still have one USP or one magnetic brand message that calls in everybody at that one time.
• 25:24
  SPEAKER_01: So that highest level umbrella that we can get, we can definitely change our pinned posts for whatever it is that we are selling at that time.
• 25:33
  SPEAKER_01: But I like to keep that brand message consistent overall.
• 25:36
  SPEAKER_01: And that's part of that thought leadership.
• 25:38
  SPEAKER_01: So imagine, you know, in my world, I help with content, copy, and compelling marketing.
• 25:43
  SPEAKER_01: And so if I was to change my bio to say, like, I'm an expert copywriter one day.
• 25:47
  SPEAKER_01: And then the next week I say that I'm really good at content marketing, and then the next week I'm talking about compelling marketing as a whole.
• 25:54
  SPEAKER_01: I probably wouldn't be here with you today, Jess, right?
• 25:56
  SPEAKER_01: Because I lose that thought leadership.
• 25:58
  SPEAKER_01: Like, who the heck is she?
• 26:00
  SPEAKER_01: What the heck does she do?
• 26:01
  SPEAKER_01: So it's much better to have some kind of brand position that takes them all in.
• 26:04
  SPEAKER_01: Like mine is helping women in small business get seen, loved, and selling through content, copy, and compelling marketing with complete ease.
• 26:11
  SPEAKER_01: So this is my umbrella brand message that actually encapsulates all my thought leadership in this realm and the people I can help in one go.
• 26:20
  SPEAKER_01: And so I'm still going to call in those people.
• 26:21
  SPEAKER_01: But let's say I was opening doors to my content mastery club again.
• 26:25
  SPEAKER_01: Those pinned posts might change for what's inside that space.
• 26:28
  SPEAKER_01: Let's say I've decided to do a completely different offer on like AI bot building, because that's something I do as well.
• 26:34
  SPEAKER_01: Maybe my pinned post would just change at that point.
• 26:37
  SPEAKER_01: Like, do you want to get seen love selling with content copy and compelling marketing?
• 26:41
  SPEAKER_01: The number one thing you can do right now is build bots that help you with that.
• 26:45
  SPEAKER_01: Here's some information about bots.
• 26:47
  SPEAKER_01: So really bringing that back to that brand message, but it should always fit under there.
• 26:51
  SPEAKER_01: The only time I recommend that you do change your bio is when you're having like massive flash sales.
• 26:55
  SPEAKER_01: Like Black Friday, everyone should be changing their bio to like 50% off my content kit only for Black Friday.
• 27:02
  SPEAKER_01: Hit the link in the bio right now, two days to go.
• 27:05
  SPEAKER_01: Like that's the only time we would really change that up.
• 27:08
  SPEAKER_00: Yeah, okay, amazing.
• 27:09
  SPEAKER_00: Very helpful.
• 27:10
  SPEAKER_00: Now moving through to copy.
• 27:12
  SPEAKER_00: We have been having a lot of conversations on my podcast recently about attracting in those premium clients who don't need convincing, they don't need you to drag them through that buyer journey.
• 27:23
  SPEAKER_00: They are ready.
• 27:24
  SPEAKER_00: They are already seeking the outcomes you help them with.
• 27:27
  SPEAKER_00: They have the money to spend.
• 27:28
  SPEAKER_00: It's just about positioning yourself properly.
• 27:31
  SPEAKER_00: I would love to know what advice you would give to someone to shift their copy to start speaking to those more premium clients who are ready to buy.
• 27:41
  SPEAKER_00: They just need to make sure it's the right brand to actually buy from.
• 27:44
  SPEAKER_01: Yeah, I love this question because I think that there's always a lot of debate, you know, in this field about don't use pain point, only use desires, blah, blah, blah, blah, blah.
• 27:53
  SPEAKER_01: But it actually comes down to just call those people out.
• 27:56
  SPEAKER_01: Those people, like imagine it on a spectrum.
• 27:59
  SPEAKER_01: So those people are, you know, climbing the ladder of, you know, if we call them premium, right?
• 28:04
  SPEAKER_01: Like from maybe beginners up to like more advanced, whatever it is.
• 28:08
  SPEAKER_01: But they're standing on this like ledge of life that they've climbed to.
• 28:13
  SPEAKER_01: And when they're there, they still have pain points, they still have desires, they still have aspirations, they're a real person living real life.
• 28:19
  SPEAKER_01: And what we need to be doing is calling them out exactly.
• 28:23
  SPEAKER_01: So we literally want to be saying, are you an established business owner?
• 28:28
  SPEAKER_01: Are you looking to go to your next level?
• 28:30
  SPEAKER_01: Are you currently making 50K months and wanting to unlock 100K months?
• 28:35
  SPEAKER_01: Are you feeling stuck around this?
• 28:37
  SPEAKER_01: Are you looking for a mentor that doesn't do this but will do this for you?
• 28:41
  SPEAKER_01: This is what this space is about.
• 28:43
  SPEAKER_01: And of course, you can infuse that with your tone and their exact language, but this is actually what we need to be doing.
• 28:50
  SPEAKER_01: You're just turning that mirror back on people.
• 28:52
  SPEAKER_01: And then, of course, from a branding perspective, like our brands need to match that.
• 28:57
  SPEAKER_01: So, again, like if you have a personal brand in your business and these people are looking to be an aspirational thought leader, you need to be reflecting back to them how you are a thought leader.
• 29:08
  SPEAKER_01: You need to be someone they want to buy from, essentially, and we need to call in premium or any type of ideal client with our own brand, but then just use the words that actually call them out.
• 29:20
  SPEAKER_01: There is no secret to this.
• 29:21
  SPEAKER_01: Like it's not about not, you know, I always hear, and I respect this because I think some people do use this inappropriately or incorrectly, but it's not about not pain point marketing.
• 29:29
  SPEAKER_01: Because if we don't pain point market, as in, and we're not talking fear marketing, not saying if you don't do this, it will create pain points.
• 29:37
  SPEAKER_01: That's just a dodgy move to be doing.
• 29:39
  SPEAKER_01: But actually saying, are you feeling painful thing here?
• 29:44
  SPEAKER_01: People need to understand that you understand them.
• 29:47
  SPEAKER_01: Like, are you feeling like an imposter in your industry right now, even though you're making a hundred thousand dollars a month because you've never spoken on a stage?
• 29:54
  SPEAKER_01: I will help you break through that.
• 29:57
  SPEAKER_01: And so people are saying, don't use that because it's a pain point, but then people just feel misunderstood or just don't feel understood.
• 30:04
  SPEAKER_01: And your competitor who shows your person that they understand them better is going to snap up that perfect client for you if you don't do that.
• 30:12
  SPEAKER_00: Well yeah it's that relatability piece isn't it's like I know you're here.
• 30:15
  SPEAKER_00: I am going to help you get over here but at the moment I know you're here and I know it's hard for you and I know that you're ready to change but I get it.
• 30:23
  SPEAKER_00: And then obviously moving them through to the solution.
• 30:26
  SPEAKER_00: I've done some work within my own brand on the copy element and really learning exactly what you are sharing.
• 30:33
  SPEAKER_00: Mention the pain point for that relatability piece but don't just stay at the pain point part of this.
• 30:39
  SPEAKER_00: Like still shift them to but through my work I can help you with this outcome.
• 30:43
  SPEAKER_00: And the shift in the caliber of clients that we've seen drop in have just been incredible because again we're no longer talking to those who are at that beginner journey, likely in victim mindset, maybe not ready to do something about it, really speaking to those ones who still have the pain as you've mentioned but they're now in the position to actually work with the mentor and do something about it.
• 31:05
  SPEAKER_01: And that's it.
• 31:06
  SPEAKER_01: And what we have to realize is copywriting is also stacked.
• 31:09
  SPEAKER_01: So for example when we write a home page there's a very basic formula we should have our USP at the top right which is for me helping people get seen, loved selling copy content compelling marketing.
• 31:20
  SPEAKER_01: Then I go into like my persona-based copy which is are you facing these things?
• 31:24
  SPEAKER_01: Are you wanting this but feeling this like you're in the right place?
• 31:28
  SPEAKER_01: Then I get to move into other things like exactly the solutions I have and they're all you know aspiration outcome driven.
• 31:35
  SPEAKER_01: Then we have another section on the page that shows testimonial so we should be showing how people have transformed.
• 31:41
  SPEAKER_01: Then we get a section about who you are and you get to use your own brand to reflect that future state that they want to be in.
• 31:48
  SPEAKER_01: So even though I've mentioned a pain point or a situation somewhere, the majority of it should actually be forward facing, future facing this is your future do you want to move in this direction?
• 32:00
  SPEAKER_01: So I think that's really important to remember as well that we're not just smashing a page full of pain points at somebody because yes that is essentially going to potentially call in people who don't necessarily aspire to move yet and we do want to call in those people but always remembering the conversation that we're having as a whole.
• 32:18
  SPEAKER_01: Again same as with content creating one piece of content that calls out a pain point isn't an issue.
• 32:23
  SPEAKER_01: We've got content as a whole whereas about the business we've shared a client success story.
• 32:28
  SPEAKER_01: We've shared how clients have moved in our world we've shared our own personal brand where you know the example I said before with like are you feeling like an imposter because you're not on stage I'm sharing all my personal branding about how many times I've been on stage this month and like how that felt and how I didn't have imposter syndrome while doing that.
• 32:45
  SPEAKER_01: And then they think I want to be there too.
• 32:48
  SPEAKER_01: I'm ready to move.
• 32:49
  SPEAKER_00: Yeah love this and really getting specific like going that extra mile to detail what the pain is and what the solution is and avoiding that fluffy language that we spoke about at the start.
• 33:00
  SPEAKER_00: Again it's something that I've really implemented in my business of actually created a document where each time I think about a really specific scenario that I know my ideal client is going through, I jot it down on this Google document and it just makes creating content so much easier but it just allows you to cut through that noise and avoid the fluffy language that is so easy to get trapped in because as you've mentioned before you want to be creative you want to sound poetic but often that lands the wrong way whereas you're better off just being super simple and saying it how it actually is.
• 33:33
  SPEAKER_01: Yeah exactly I wish I knew the creator and if anyone knows it please DM me because I saw this amazing video the other day and you know when Instagram like resets itself the video started by saying something like if a man said to you I hold something circles for empowered men to unleash blah blah blah you literally turn to him and say like are you employed right and like this is what we are doing for our like like beautiful people on the other side when we say this fluffy stuff and they're like so so can I hire you?
• 34:04
  SPEAKER_01: Like what do you do?
• 34:05
  SPEAKER_01: But if you literally said like I help men who need mates to find them and rid themselves of like toxic masculinity like they're going to be like oh yeah okay like I do need a mate.
• 34:15
  SPEAKER_01: I've literally been saying that to my best friend today.
• 34:17
  SPEAKER_01: And so we want to really be like using the language that these beautiful humans are using in their conversations with their friends, their families, the stuff they would text their best mate like that's what we literally need to be finding and using.
• 34:30
  SPEAKER_00: Yeah, because we're not waking up in the morning saying I just wish I had more abundance.
• 34:34
  SPEAKER_00: Yes.
• 34:35
  SPEAKER_00: I wish that was more in my feminine energy like we are not like that's like that's the vibe that we're going for but it's like what are they actually thinking when they want more abundance?
• 34:44
  SPEAKER_01: What does it actually look like for them day to day and we can teach people throughout our value ladders what the correct terminology is for things because yes maybe using the word abundance or detaching from their or childhood trauma like maybe those are the right words but if they're actually not problem solution aware and correlating their problems and solutions with that exact let's call it for what it is sometimes jargon at that time you are losing people.
• 35:11
  SPEAKER_01: If people need to be using the correct words when they're later in your containers or offers that's fine take them on that journey.
• 35:17
  SPEAKER_01: But in marketing unless your people are already there it is literally one of the worst things that we can be doing.
• 35:24
  SPEAKER_00: Yeah so true.
• 35:26
  SPEAKER_00: Now I would love for you to talk to I've seen a lot of updates online about the stories.
• 35:30
  SPEAKER_00: Like Instagram's done something to stories and it's exciting and like what does that mean for all of us and I love your views on what has happened.
• 35:38
  SPEAKER_01: Yeah such a good question.
• 35:40
  SPEAKER_01: So essentially what we had over the last you know Adam Mazari said it's three years.
• 35:44
  SPEAKER_01: I certainly haven't seen it for that long but who will mind to question him you know in the last probably 12, 18 months what we've seen is story sequences take a nosedive.
• 35:53
  SPEAKER_01: So when you had posted essentially more than one slide on your Instagram stories they took a nosedive.
• 36:00
  SPEAKER_01: And so what he has essentially come out and said is that they recognize this has been an issue and they have actually fixed that.
• 36:07
  SPEAKER_01: So by default what we understand is that if your stories are engaging, they will no longer be penalized for just being multiples.
• 36:16
  SPEAKER_01: And that's a really great thing because our stories are one of the places that we can actually best compel and best convert.
• 36:22
  SPEAKER_01: Our feed is great for that but our stories are as well.
• 36:25
  SPEAKER_01: Stories are kind of like the email I think of the marketing world where email we see these massive ROIs.
• 36:31
  SPEAKER_01: I find stories are the same.
• 36:33
  SPEAKER_01: But this had like deflated that a little bit and we were needing to in a way like hack the stories algorithm by putting a single story up that got lots of engagement and that would reach normal or exceed normal numbers and then any sequences would really take a nosedive and I'm still doing them because again even if it's a hundred people seeing it instead of a thousand and it's a deeper message, it's still worth more to me than what the a thousand people saw.
• 36:59
  SPEAKER_01: But he's now come out in a nutshell and said that will no longer happen.
• 37:02
  SPEAKER_01: So we can confidently use stories again in sequences which is nice.
• 37:07
  SPEAKER_01: I've actually been testing this out in the last couple of days and sequences have definitely come up in views, which is great.
• 37:14
  SPEAKER_01: But what's also still really nice is that single story little hack is actually still working.
• 37:19
  SPEAKER_01: So we've kind of got best of both worlds.
• 37:21
  SPEAKER_01: So sequences have now come up in delivery but I did a single story slide a day or two ago and essentially what that is is one slide as it sounds like nothing else on your story.
• 37:32
  SPEAKER_01: So your story is completely expired one slide up and then no other stories for the next you know 23 hours, 59 minutes until that expires and on that story call people to do something.
• 37:44
  SPEAKER_01: Set up your many chat so they respond with a word to you and that essentially is going to push that like exponentially far compared to what you normally get.
• 37:55
  SPEAKER_01: So you know we're talking about I might reach 5000 people in a day with my sequences I'll reach 10,000, 15,000 when I do a single story like this.
• 38:04
  SPEAKER_01: But the trick is it has to be engaging.
• 38:06
  SPEAKER_01: It cannot just be a slider that no one does anything, have them tapping something voting on something using the slider DMing you a word and yeah you still get to this day massive reach.
• 38:17
  SPEAKER_00: That's really good to know because I do love stories.
• 38:19
  SPEAKER_00: I feel like I feel more personal way to connect with my audience.
• 38:25
  SPEAKER_00: And on the story sequence aspect to this do you have a strategy that you recommend to people because I know I'm bad for this.
• 38:32
  SPEAKER_00: I kind of wing it when it comes to my stories.
• 38:34
  SPEAKER_00: We're a little bit more strategic on the feed but then we're just doing whatever on our stories and as you've mentioned it's such a powerful way to connect with our audience and compel them to actually buy from us.
• 38:44
  SPEAKER_00: So for someone who really wants to take stories more seriously what would be your advice?
• 38:48
  SPEAKER_01: I love it.
• 38:49
  SPEAKER_01: So I've kind of got you know back in the day of Instagram if you remember when it first came out how it would be like motivation Monday, Tip Tuesday like and I know that this is so antiquated but the actual way that I approach my stories to make sure I'm sharing a variety of stuff is actually with that same mindset.
• 39:05
  SPEAKER_01: So I serve on my stories to go deeper and then I sell on my stories.
• 39:08
  SPEAKER_01: So just talking about how I serve I literally ask myself how can I motivate my audience and make myself available today?
• 39:15
  SPEAKER_01: What is some tips that I can share on Tuesday for credibility?
• 39:19
  SPEAKER_01: Workplace Wednesday or work at Wednesday is like literally showing more of the behind the scenes.
• 39:23
  SPEAKER_01: Thursday I really try and be engaging like a talking head or like ask a question to my people, have them voting on something then feel good Friday is really like aspirational, maybe show them something I'm doing in my personal brand and then like go wild weekends is really about bringing more of that personal branding through.
• 39:40
  SPEAKER_01: And I know it sounds funny because we're so anti this on our feeds but it actually works really well in stories.
• 39:45
  SPEAKER_01: And then I sell at least three times a week on top of this and I sell in a really specific way where I make it engaging and compelling.
• 39:54
  SPEAKER_01: So I'll start with a story.
• 39:55
  SPEAKER_01: I'll be like oh today like this happened to me.
• 39:59
  SPEAKER_01: Two years ago I wouldn't have been able to do it this way.
• 40:02
  SPEAKER_01: What changed for me?
• 40:04
  SPEAKER_01: My method around blah this is the method if you want this method by the way you can come and get it in like this program or this lead mag or whatever it might be.
• 40:12
  SPEAKER_01: And so I'll tell stories I'll tell transformations I'll overcome objections I will show social proof I will show like education and credibility or activation always starting with something interesting or engaging to that person and then connecting that to an offer with a really clear CTA on the end.
• 40:30
  SPEAKER_01: And I'll do that as I said about three times a week.
• 40:32
  SPEAKER_00: I love it I love that format and that creating something like that in your own business will be really helpful in terms of having a bit of a theme per day for your stories as you've mentioned it creates that variety but you also know what you're doing on your stories for that day.
• 40:46
  SPEAKER_00: You aren't just putting something up for the sake of it which again is something that I've been really mindful of in my business given the amount of noise that we have online at the moment I'm so intentional about being there on purpose and not just putting something up for the sake of it like I feel like we've all been guilty of before just get something up to please the algorithm just be there.
• 41:07
  SPEAKER_00: But I would rather not be there or if I don't have anything valuable to add.
• 41:12
  SPEAKER_00: So I think like having some theme days like that it's really going to help them wrap their head around what's the intention behind this piece of content, whether on the feed or on the stories.
• 41:22
  SPEAKER_01: That's right because these are strategic right so when we are like motivating and making ourselves available is that visibility when we are actually sharing our credibility on Tuesday that is important when we are taking people behind the scenes like this builds trust and transparency.
• 41:36
  SPEAKER_01: So these are really important things but it just means I'm never opening my Instagram being like oh God what am I going to share today?
• 41:43
  SPEAKER_01: Like I've got some kind of like point to jump off from.
• 41:46
  SPEAKER_00: Yeah I love that.
• 41:47
  SPEAKER_00: My final question I'd love to just rack your brain on you talk a lot on your social media about your$5 ad strategy.
• 41:53
  SPEAKER_00: Yes I know you talk about that in your offers in a lot more depth which we'll get to in a second but I'd love to hear more about that.
• 42:00
  SPEAKER_01: Yeah of course so I at um This is Corinda which is the other side of my business I'm actually like an online business strategist.
• 42:08
  SPEAKER_01: In my beautiful business at this isco, I've been able to build my dream passive or semi-passive business using, you know, as one big part of my business meta ads.
• 42:17
  SPEAKER_01: And so I've always been this massive fan of sales ads to low ticket offers or lead ads to webinar and things like that.
• 42:24
  SPEAKER_01: And I used trash talk traffic ads for years, right?
• 42:28
  SPEAKER_01: And then that's because essentially I knew that we could use organic content to get really amazing reach.
• 42:34
  SPEAKER_01: And that's what one of the things that I was really teaching and preaching.
• 42:36
  SPEAKER_01: But now we know organic traffic looks a lot different.
• 42:40
  SPEAKER_01: And so the last 12 months I've really been experimenting with traffic ads.
• 42:44
  SPEAKER_01: But more importantly how we can use traffic ads to get the content that we're already making on our Instagram scene.
• 42:51
  SPEAKER_01: So not putting any extra strategy or any extra content load on people like you need to increase your reels to three a day or you need to chase trending audio.
• 43:00
  SPEAKER_01: It's like how can we do this smarter?
• 43:02
  SPEAKER_01: And so it's really about optimizing organic making sure you've got this profile set up exactly like we spoke about before great bio, great pinned posts, you know the 12 pillars um the 12 post strategy when people land on your page and then literally using ads at I use$5 a day because it's the rough amount you can actually do less you can do a bit more but a really tiny budget we're talking like$20,$30 a week to actually strategically drive ads to your Instagram profile.
• 43:30
  SPEAKER_01: And this is why I teach people to do that content in those five pillars because it's like someone's going to come to your profile and binge it like Netflix and move forward into your world.
• 43:40
  SPEAKER_01: So with lead ads or sales ads, we expect immediate results of some kind.
• 43:45
  SPEAKER_01: We expect a sale or we expect a lead like when we have our funnel set up right.
• 43:50
  SPEAKER_01: With traffic ads it's a little bit different.
• 43:52
  SPEAKER_01: We actually just want exposure.
• 43:53
  SPEAKER_01: So they don't necessarily make you immediate leads they don't make you immediate sales but they just get your content seen and then it allows your content to do the job it's supposed to with more eyeballs on it.
• 44:05
  SPEAKER_01: So this is something that I've been using and my community have been using with massive success.
• 44:09
  SPEAKER_01: So I have to apologize for traffic ads whenever I trash talk to them.
• 44:13
  SPEAKER_01: I am absolutely a fan now and I think that while the algorithm's doing what it does, we need to keep playing the algorithm game.
• 44:20
  SPEAKER_01: We need to maximize our reach where we can but we also need to realize we are the CEOs of our business and we need to take control.
• 44:27
  SPEAKER_01: And you know this comes from big business when we were sitting there thinking how do we need more traffic how do we get more clients how do we get more acquisition it wasn't let's go dance on a video like you know let's find the latest trending audience it was like the marketing team have that covered what else can we do?
• 44:42
  SPEAKER_01: And so we have to wear that hat in our business and one of these strategies of what else can we do is certainly you know pay to play within our small business budgets and traffic ads are great for that.
• 44:53
  SPEAKER_01: And the piece of content that you would put some ad spend behind would you suggest something that's already performed quite well organically is that how you judge that or yeah absolutely it definitely can be that but I have a very strategic approach to this where in business we get seen, loved and selling and a lot of the time the stuff that performs well and again this is just a very like you know high level statement there's nuances to this but the stuff that generally performs well is stuff that's a little bit more surface level.
• 45:21
  SPEAKER_01: And so I wouldn't just look for the thing that's got the most likes or the most comments because the stuff on my page that has that is these like little memes or insights into like funny things in my world.
• 45:31
  SPEAKER_01: I wouldn't be putting ad spend behind that because it's something someone can look at and go, haha, like it share it to a friend and scroll by.
• 45:38
  SPEAKER_01: It's not that catch of like oh I've just fallen a little bit in love with this person.
• 45:42
  SPEAKER_01: Like I've got a bit of a crush on them, right?
• 45:44
  SPEAKER_01: Like that's what we want.
• 45:45
  SPEAKER_01: So what I actually recommend is that you do the types of content that I would consider that would get you loved.
• 45:51
  SPEAKER_01: So like I remember when I used to struggle with blah here's how I broke through that.
• 45:57
  SPEAKER_01: And so that's stuff that will sometimes get pushed out by the algorithm but not as far as something like meme of the day blah blah blah blah blah.
• 46:06
  SPEAKER_01: So what I actually do is I encourage people to create content like that that gets you loved.
• 46:10
  SPEAKER_01: And you pay to play so you actually outsmart the algorithm push that out and that's the stuff that someone reads it and goes, I need to see more from this person.
• 46:19
  SPEAKER_01: They click through and then they get to see that whole profile of yours.
• 46:22
  SPEAKER_01: So really thinking like what will get me loved and it's about desires, pain points, aspirations, storytelling.
• 46:28
  SPEAKER_00: Yeah I love that.
• 46:29
  SPEAKER_00: Also I love pay to play.
• 46:31
  SPEAKER_00: That's such a cool way to make that yeah I love that.
• 46:35
  SPEAKER_00: Well before we do wrap up I would love for you to give us a spill on where my audience can find you because I know content is the most frustrating thing in so many women's business and after listening to your conversation today it really doesn't need to be that I think we put so much pressure on our content and it's usually because we just have a lack of direction and guidance which I know someone like you can help with.
• 46:57
  SPEAKER_00: So I'd love to hear where they can find you and what you've got going on in your world if they do want to tap into this further.
• 47:04
  SPEAKER_01: Thanks Jess so I have two parts of my head and heart so they can come find me at this is co which is content, copy compelling marketing and the reason I say that is because you know how you just said like we get so frustrated with content.
• 47:17
  SPEAKER_01: Well sometimes it's actually because the back end of our business is letting us down as well.
• 47:22
  SPEAKER_01: So I do a lot of help for people with content but I also am a compelling marketer.
• 47:26
  SPEAKER_01: So helping people with websites and email lists and email marketing and launches.
• 47:31
  SPEAKER_01: So your whole business actually works together.
• 47:34
  SPEAKER_01: And spoiler alert that makes easier content work even better as well.
• 47:38
  SPEAKER_01: So then our content just keeps getting lighter and lighter.
• 47:41
  SPEAKER_01: So that's over at this is co.
• 47:42
  SPEAKER_01: And then if anyone wants to talk passive semi-passive offer creation so aka the way I built this is co to be able to have this incredible business and massive community as an essentially solopreneur, I'm over at This Is Carinda.
• 47:56
  SPEAKER_01: And that's more of my like behind the scenes type stuff if they want to come see how I've built this is co as well.
• 48:00
  SPEAKER_01: I love it.
• 48:01
  SPEAKER_01: And then you've got your podcast as well.
• 48:02
  SPEAKER_01: Oh I do yeah that's called the Seen Loved Selling Scale Show, which is what I do in my world seen loved selling over at this is co scaling over it this is Corinda.
• 48:11
  SPEAKER_01: And so the podcast acquired that name and I took all things seen, loved selling and scaling over there.
• 48:17
  SPEAKER_00: I love I love that name as well.
• 48:18
  SPEAKER_00: I love that you've been covered all the whole journey because it's important.
• 48:23
  SPEAKER_00: Well I have linked all of this in the show notes below so just scroll below and go and give Corinda a follow and dive into her world because it is so helpful and I love how valuable your content is.
• 48:34
  SPEAKER_00: I learn something every single time I see a piece of content from you.
• 48:38
  SPEAKER_00: So she's one worth following Corinda thank you so much for coming onto the show and for sharing your time with us.
• 48:44
  SPEAKER_00: I'm so grateful for all the tips and I know the audience is going to be so grateful for you.
• 48:49
  SPEAKER_01: It has been a pleasure thank you so much for having me.