Advice to Simplify Content for You | The Scoop Vol. 52

Since I'm starting this Substack, I wanted to bring over my last 4 newsletters so you can see what you've missed before I officially start writing them here in Substack.

I did a poll on Instagram and Threads asking which you struggle with most with content:

A: What to talk about (the information)

B: The creation part of the content itself

And I'll be honest, I thought the majority of my audience was going to say B. The execution, the creation part of it.

But most on both IG and Threads said A.

Of course, I want to know your answer, A or B?

Since most people (so far until this newsletter maybe?) have answered A, I have some things to make it so much easier for you to talk in your content coming up in this edition of the newsletter.

And no, it's not another f-ing framework to stress you out and make you overthink, I promise.

But first, personal reflection of the week…

So this week's personal reflection is about how proud I am of myself for being present and enjoying my 2 trips with my husband over the past 2 weeks.

Our first trip at the end of October, right before Halloween, was to Lake Tahoe. Neither of us have ever been before. Have you been before?

It's rare that I don't think about business, make business content, write emails, or something every day of a trip. But I didn't do any of that.

I lied, I took a last minute sales call 🤑 but it was quick and she joined Revolutionary Society and is a dream member.

The next weekend we flew to Costa Rica for one of his best friend's wedding.

While I did work on the 90-day marketing roadmap for Revolutionary Society (on the beach while hubby slept in and on the plane), that was it. No business-y content, no writing emails...

I have honored my need for rest, fun, and community this year and I'm proud of myself for that. Pics or it didn't happen...

This week's flexible marketing focus is from a conversation I had with a client/friend this week about why she finds content to be so hard.

She shared it makes her feel stupid to struggle to come up with things like slides for a carousel, or what to say in a reel, etc.

And I felt bad, because I had suggested those formats because they performed well for her account and I thought she liked them.

Have you ever stuck with a marketing platform or format of content, not because you enjoyed it or felt confident in it, but because you thought you HAD to do it?

I realized by giving her a specific format with her content prompts, she felt trapped and forced to do that format of content.

So if she struggled that particular day to come up with the carousel or hook, sometimes she'd ultimately decide not to post anything at all. Or spend hours to make the post and be pissed she wasted all day on one post.

Here's the advice I gave her:

If you don't feel like posting your content in a specific format...don't.

The thing you need to remember is the marketing/sales strategy is in the context of the content itself, not the format.

So if that particular day you just feel like typing the content in your notes app on your phone, screenshotting that shit and throwing it on some slides with your brand color in the background...do that.

If you'd rather use a photo as the post and make the caption be the soul of the message...do it.

You get to decide how you deliver the message, that's what I mean by flexible marketing. You have to adapt the marketing to work for you and your energy and capacity that day/week/month.

One of my Marketing Strategy turned Content Clarity Scan (CCS) clients just exceed her goal of getting 20 people enrolled in her program, leading to her highest cash month in business this year.

I'll tell you, we made 1 simple tweak to her content strategy that made all the difference which is what I want to share with you. It's something people overlook AFTER they generate leads 👀

First, celebrate this queen with me 👏🏾👏🏾👏🏾 (proof or it didn't happen)

So the simple tweak was...email nurturing.

Don't roll your eyes or audibly say, "Awww man!"

Like it or not, you need to be doing email. I'm saying this as a marketing strategist and coach who DOES NOT tell clients where the have to market.

I work with where my clients want to market, but email marketing isn't a choice UNLESS you are a local business who will nurture your relationships with leads in person or via phone.

Now that we have that out of the way, let's talk about the email nurturing and all these sales.

She does a masterclass as a lead magnet and always gets between 200-400 leads. But then only converted 14 max into her program and only 9 the last launch.

I can tell she's a good sales person, so I knew it was a nurturing gap.

I discovered she wasn't sending emails between the confirmation and the reminders the day of/day before the masterclass.

Then only sending a couple sales emails post masterclass.

We added nurture emails before and more sales/conversion emails after and look at the results!

You have to date before you get married (in most cultures), so in business dating is the nurturing before the marriage which is sales.

Want a simple way to approach what to talk about in your content?

When you have no idea what to talk about, just recount a recent situation a client had and how you dealt with it or worked through it with them.

Sounds too simple, huh?

There's a reason those true crime shows or emergency rescue shows are so powerful and memorable.

They don't just tell you some man went on a serial killing spree, or some kid fell 5 stories and somehow lived, they show you a reenactment of the entire thing.

Potential clients need a reenactment of how you're solving actual problems for actual clients.

Tell us a problem or a question a client had yesterday/last week/last month. Then share what you suggested or did to help them solve the problem. Or how you answered the question.

Also share why you did what you did or said what you said.

It sells your services and coaching programs because they can:

• Relate to the problem and your client

• See they aren’t alone in having that problem

• Hear that not only can you solve the problem, but how you approach problem solving it

And all of this helps them envision working with you.

This is marketing for sales and it really can be that simple because you’re just sharing what you’re doing/what really happened.

Ok, that's it for this edition of The Scoop ✌🏾,