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321 - Growing an Audience of Buyers without Social Media · Unshakeable with Human Design - A Human Design For Business Podcast

• 0:01
  Welcome to Unshakeable with Human Design, the show dedicated to
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  helping entrepreneurs use human design to shift from hustle to
• 0:09
  flow without sacrificing results.
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  Come here to become an unshakeable human and build an unshakeable business
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  according to your human design.
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  I'm your host, Nicole Laino.
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  Hello and welcome to Unshakeable with Human Design, everybody.
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  I'm your host, Nicole Laino, and we are here together, just the two of us, to
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  talk a little bit about audience building.
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  This is going to be a business focused episode, business and human
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  design, as always, I work them in.
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  But what we're really going to talk today about is, I hear
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  from entrepreneurs all the time.
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  I need more leads.
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  I need more clients.
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  I need to know how to grow my audience.
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  And I want to break down how you grow an audience of buyers without social
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  media and without being on social media 24-7, without being a slave to Instagram.
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  Because I know I saw one of the women that I'm connected with, she's a super
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  connector, she's very visible, she teaches content writing, and she was
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  talking about taking an Instagram detox.
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  She had to take a break, she had some things going on in her life.
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  And she, for the first time in a number of years, didn't post anything.
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  And didn't post anything to her stories or anything where she
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  had been really diligent and very consistent for a long time.
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  And it had a tremendously positive effect on her life.
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  The fact that she was able to step away.
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  And it's caused her to change her relationship with Instagram, where
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  she's like, I don't think I want to be on here as much as I was before.
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  So she's shifting.
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  Now, some people would think that, well, if I step back from a platform
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  like Instagram or whatever your platform of choice is, when I step
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  back, then my business will suffer.
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  I'm going to make less money.
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  I'm going to get fewer leads.
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  People aren't going to remember that I exist.
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  And that's a big problem.
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  That's a big problem because this is how we become slaves to social media
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  and we really build resentment to the social media platforms, to writing
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  content, to doing all the things.
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  So speaking from a human design perspective.
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  Projectors, if you feel like you're putting yourself out there and you're
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  not getting recognized, then you get really bitter and you start to
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  hate the platform and you have a lot of bitterness is like resentment.
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  There's resentment toward it.
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  You're taking up time, you're making me tired, and I'm not getting anything
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  from it, nobody's seeing me, there are people on here that are not as good as
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  me, getting recognition, and I'm not.
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  That's like projector nestiness.
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  That's like projector not so great land.
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  And then we have generators, you go to write content and you just don't want
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  to do it, but you have to today, and you're frustrated and you're pushing
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  through, so you're in your not self.
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  Manifestors, you guys can usually be pretty good at saying like, I'm
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  not doing that, but if you're in that rat race of feeling like you
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  need to keep up with content writing and being visible and doing all the
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  things, you get downright angry.
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  You're just all pissed off and you're either pushing through or you're like
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  in anger and not doing it rather than in peace and saying I don't have to.
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  And then reflectors, you just feel overwhelmed by the whole thing,
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  having to show up, and what do you say, and all of this stuff.
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  It doesn't feel in your control.
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  It feels like a lot, probably even opening up the app feels
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  like a lot for you energetically.
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  So having to show up there is going to put you in just this place of
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  just feeling I don't feel good.
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  I don't feel good when I'm on here.
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  And any of those things are going to force you to feel not
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  great about the platform overall.
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  Even if it's just that one moment that you feel bad, it carries over to the next time
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  you have to show up there and you're just like, Oh God, why do I have to be here?
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  So I have a question for you right now, which is just like, how do
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  you bring in your leads currently?
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  Now, a lot of people will say, well, I get them from Instagram
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  or I get them from here.
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  But really if you look at what you're doing and you look at
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  where your people are coming from, where are they coming from?
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  Are they coming from Instagram?
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  Because sometimes we feel like we need to be someplace and we really actually don't.
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  And I tested that theory about two years ago, I guess it was.
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  I really should know.
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  I think it's a year and a half to two years ago.
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  I tested that theory where I pulled back and I said, I don't
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  really want to be on here as much.
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  What else could I do?
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  Now, most spiritual entrepreneurs, like when I speak to them in my business
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  by design program, inside my other containers, people who do readings
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  with me, people that I'm connected with.
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  When I ask them how they get leads and how they get their clients and where
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  people come from, a lot of them tell me that they get them through referral.
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  They get them through networking.
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  They get them through launching to get buyers in and launching is
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  great, but they're having less than a hundred people sign up for their
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  launches and their conversions aren't great and or aren't consistent.
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  So these are like the problems that they have.
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  So then they naturally go into, I've got to be more visible.
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  I've got to be out there more.
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  I've got to be like on Instagram more.
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  And then you end up in this Instagram tug of war.
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  And I was there.
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  I did this exact thing.
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  I was absolutely in this race of trying to show up all the time.
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  Like I just got to be out there more.
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  But when you're trying to be out there more and people aren't seeing you,
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  first of all you're in kind of desperate energy then when you're showing up.
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  You're not an authority when you're showing up wanting to be seen.
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  I don't care if you have an open throat or a defined throat, that's
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  gonna show up yucky if you're showing up like, trying to be seen.
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  And really feeling like nobody sees me on here.
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  The algorithm hates me.
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  I'm shadow banned.
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  I'm ghost banned.
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  Like whatever terms there are out there that are making you feel
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  like it's working against you.
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  And all of your work is going to waste.
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  Well, if you're in your not self of your human design, then you're not
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  going to be attracting what you want.
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  You are not going to get the most out of the effort that you're
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  putting in and why bother then?
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  And like I said, I was there.
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  I was there.
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  And what I asked myself was, can I do this better?
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  Can I show up better?
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  Can I get better results from the effort that I'm putting in?
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  And there are certain things, certain levers that I pulled, certain changes
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  that I made, and over the last, whatever it is, one and a half to two years
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  that I have been in this experiment.
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  I've been collecting data, changing our process, testing things, and working
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  through things that have created consistent sales, and I've built an
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  audience of buyers without having to be on Instagram every day, without
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  feeling like a slave to social media.
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  And I did that through a few things.
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  So first I want to just talk about the difference between growing an audience
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  and growing an audience of buyers.
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  Now, yes, you can certainly do things that will get you lots
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  of views or lots of followers.
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  Actually, if you talk to a lot of people who go viral, unless you go viral for the
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  actual thing that you do, that you sell, a lot of times the viral thing is a cute
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  thing that your kid did or something, and then you get the wrong people in
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  your feed, and then the algorithm isn't serving your content to the right people.
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  So you have an audience, and it looks really big, but it's
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  not really the right audience.
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  So it's not converting into buyers.
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  So there you go.
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  You have a vanity metric, you have a vanity number that looks really good.
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  But when you put stuff out there, people aren't responding.
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  They're not signing up for your stuff.
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  They're not doing what they're meant to do.
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  What we want to do with our audience.
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  So we have to grow an audience of buyers, we have to put people in the
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  pool, people that are potentially going to buy something from us.
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  The people who really receive our message and who are going to buy.
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  Not just freebie seekers and lurkers and certainly not the people who
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  don't align with our message.
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  So, the key to growing your audience of buyers is to demonstrate what you do.
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  To really have a core message, something you stand for, a
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  mission, how are you different?
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  And how is what you do different from everybody else in your space?
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  Now I'm really speaking especially to our spiritual entrepreneurs.
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  The transformational coaches, the healers, the astrologers, the people who like,
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  when you sell things in that squishier realm, as I refer to it, you know, the
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  ones that don't have a hook of, this is how, you know, follow my framework and
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  make a million dollars in eight days.
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  Here's how I made $500,000 last week.
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  If you don't have hooks like that, It can really feel like
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  how do I get seen out there?
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  So I'm speaking to those people because you do provide something of high
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  value and I think that it can be very difficult for you to articulate it.
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  At least that has been my experience working with these
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  people for a very long time now.
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  That is very difficult for them to explain.
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  Spiritual entrepreneurs, transformational coaches, transformational people.
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  Who offer a transformational service.
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  It can be very difficult to explain what you do, how you're different, and
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  why someone should invest with you.
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  Not just be inspiring to them.
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  We can be very good at that.
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  And there's content that serves that, and there's a way to do that.
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  But we don't want an audience of just people who are inspired by us.
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  We want people in our audience who are inspired to buy something from us.
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  And there's an equation to this that adds up to what the step
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  is in order to make this happen.
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  In order to build an audience of buyers, you need human design.
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  Which is going to be that differentiating factor.
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  The way that you really start to stand out to other people
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  is by being in your purpose.
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  Especially if you're in that transformational space, if you're a
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  healer or spiritual, if you fall into that category, it's going to be so
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  important for you to stand out from everybody else who sounds like they're
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  doing the exact same thing as you.
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  People are going to have to trust you.
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  That you can get them the transformation that other people probably have not
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  been able to get them, or they haven't been able to get for themselves.
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  So you have this differentiating factor in human design, which is fabulous,
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  but then you need a message so you understand what it is that you are
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  selling, and then you need a podcast.
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  The podcast is key.
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  This is how you do it without social media.
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  This is how you build an audience of loyal, raving fans.
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  And when you put all of these things together, you get what
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  I call an authority platform.
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  An authority platform it is this.
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  It can be a YouTube channel, it can be something else where
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  it's yours and you control it.
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  Where you can go deep with people.
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  And then social media becomes a very different thing in your world.
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  Social media, I mean, if you do it from the way that I teach content,
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  podcasting, and all of this is a lot of people will think that starting a
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  podcast is going to add to their workload.
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  I'm already posting on Instagram.
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  I'm already doing this.
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  I'm already doing so many things.
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  and I'm so overwhelmed already, how can I take on another thing like a podcast?
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  Launching a podcast is a body of work that you're putting together.
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  So there can be, you know, they're setting up the backend, there's all of that stuff.
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  But the actual podcast, having it and keeping it going, if you
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  do it right, it can take all of that other stuff off your plate.
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  I don't write most of my Instagram content anymore.
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  I approve it, but it comes from the source content of this show.
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  My team goes in and repurposes my episodes into content for our social media.
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  They do it for LinkedIn.
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  They do it for Instagram.
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  It also goes to our Facebook page.
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  There, it goes to our email, to our newsletter.
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  So our whole email list gets emails that I don't write usually.
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  Occasionally, if you get one that's personal for me, that's me.
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  And I write some of them.
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  But for the most part.
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  The weekly emails and the regular social media posts and stuff like that.
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  A lot of times that's not me.
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  But it is me because I created this source content.
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  They are carefully crafted in a way that is driving sales, that is nurturing
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  people, that is bringing new people in.
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  I have a framework and a system that I follow that allows me to hand off all
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  of that other work to other people.
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  And it's incredibly freeing.
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  And there have been times where I have done that, and I've taken on too much
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  on my own, and it can feel like a lot.
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  But once I put systems in place where I could hand this off to somebody
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  else, but even when I haven't, the way that I started this process was using
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  AI, I have been able to repurpose an episode myself very, very quickly.
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  Someone's sick.
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  If somebody is working on something else and they can't do it.
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  If I have to do it, I have all of this source material to work with.
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  That feeling of what am I going to talk about?
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  What am I going to say?
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  It's, oh no, I've got it in the episode.
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  I already planned it out.
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  I already did it.
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  So if you do a podcast right, it'll actually create less work for you
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  and you get to be more visible.
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  You get to be out there.
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  You get to have video clips and all sorts of things and ways for people to interact
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  with your content and with what you do.
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  But while creating less work for you, you can actually take things off your
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  plate that were once crowding it.
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  It's so amazing.
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  And the beauty of a podcast is that it builds an audience of buyers.
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  Why?
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  Because it's very difficult to go deep on Instagram.
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  But in podcasting, you can go so deep with people.
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  It is such an intimate connection that we have here.
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  I have people all the time get on calls with me and they're
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  like, I feel like I know you.
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  I listened to you.
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  I listened to you like every morning.
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  I have old episodes.
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  They tune in daily.
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  If not, they're absolutely on the weekly schedule with us, with
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  our two new episodes each week.
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  And they're like, I just listened to you for like five days straight.
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  I just binged a bunch of episodes.
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  I can't believe we're talking right now.
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  They already know me.
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  They're already bought into something.
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  A lot of them buy something without ever talking to me.
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  That's the magic of having an authority platform, not just a podcast because there
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  are plenty of people with podcasts out there that do not make money from them.
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  And that's a shame.
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  And I was one of those people too, for a long time.
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  I did not make money from my podcast for quite a while because I
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  hadn't figured this stuff out yet.
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  But now that I have, I'm sharing it.
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  So we're actually doing my five day free masterclass.
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  Starting on November 11th.
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  We are doing this and it goes for a number of days, so it goes from
• 14:02
  November 11th to, I believe, the 18th.
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  And if you listen to this episode any time in that window, you can
• 14:09
  get the replays, even if you're listening to this after November 11th.
• 14:12
  But this is the Authority Accelerator Masterclass.
• 14:15
  This is my five day free masterclass.
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  It is super high value.
• 14:19
  Everybody who attends this masterclass loves it.
• 14:21
  I get so much amazing feedback from it and we change it every time.
• 14:25
  Every time it's a little bit newer I come at it with new energy and from new angles.
• 14:30
  I revisit the content every time.
• 14:32
  So even if you've attended before you will get value and something different
• 14:35
  from it this time because I'm always reimagining it and reshaping it and
• 14:40
  coming to it with where I'm at right now.
• 14:42
  I learned different things from the last time that we ran this.
• 14:45
  So you get me now.
• 14:47
  That's why we do them live.
• 14:48
  So, if you'd like to join us, all you have to do to register is go to
• 14:51
  nicolelaino.com/masterclass and you can register on the website or if you'd prefer
• 14:57
  go to Instagram I'm @NicoleLainoOfficial.
• 15:00
  DM me the word masterclass and we will register you right there in the
• 15:03
  DMs and get you all taken care of.
• 15:06
  And then you can join us.
• 15:07
  Thank you so much for being here.
• 15:09
  I hope that you decide to join us because having a podcast is the key to
• 15:13
  standing out from the crowd, to really standing out as an authority, really
• 15:18
  stepping up as being an authority in your space because you control your show.
• 15:23
  You get to show up and shine whatever light you are meant to shine.
• 15:27
  And tremendous confidence comes from that.
• 15:29
  So I hope that you enjoyed the episode.
• 15:31
  I hope it inspired you to come to the masterclass, maybe to launch or
• 15:34
  relaunch your podcast, if it is a dead podcast or something that's not
• 15:38
  making you money and you want to find out how I turned this podcast into
• 15:42
  a six figure podcast, generate six figures a year, then please show up.
• 15:46
  It's a totally free masterclass.
• 15:47
  You will not be sorry.
• 15:48
  I promise you.
• 15:49
  Anyway, thank you so much.
• 15:51
  We will see you in the next episode and remember.
• 15:53
  In order to have an unshakable business, you must first become an unshakable human.
• 15:56
  So thanks for letting us help you become unshakable with human design, everybody.
• 15:59
  We will see you next time.
• 16:01
  If you love this episode and you're a fan of the show, please show
• 16:03
  us the love on iTunes, Spotify, or wherever you're listening to
• 16:06
  the show and leave us a review.
• 16:07
  And if you'd like to connect with other entrepreneurs on their human
• 16:10
  design journey, join our free Facebook community, Human Design for Entrepreneurs.
• 16:15
  Go to nicolelaino.
• 16:16
  me forward slash podcast links to join the group, book a human
• 16:20
  design reading with me, or access our free human design resources.
• 16:24
  We'll see you there.