"Why Isn't Anyone Watching What I Post?" — Transcript

Full transcript

1. 0:00Hi, John. What's up, man? Tell me about
2. 0:01the business.
3. 0:03>> Yeah, so we help people with chronic
4. 0:05back pain and sciatica get pain-free
5. 0:06with our online program. We're currently
6. 0:07doing about 90
7. 0:08>> slower. Talk a little slower.
8. 0:09>> our constraint is uh
9. 0:11>> Talk a little slower.
10. 0:11>> inconsistency.
11. 0:12>> Can you hear me?
12. 0:13>> Oh, yeah, sure.
13. 0:14>> Okay.
14. 0:15>> Talk slower. Yeah, talk slower, talk
15. 0:16louder.
16. 0:17>> Okay.
17. 0:17>> Okay.
18. 0:18>> Yep, so we help people with chronic back
19. 0:20pain and sciatica. Uh we have an online
20. 0:21program.
21. 0:22>> Okay, so online.
22. 0:24Okay.
23. 0:25>> Yep.
24. 0:26>> And you help with back pain. Got it.
25. 0:29>> That's great.
26. 0:29>> What's revenue?
27. 0:30>> And we're doing 9 uh 95 grand a month.
28. 0:32>> Okay, so you're doing a million bucks a
29. 0:33year, roughly. Okay. So, you're doing a
30. 0:35million a year, great. Um how are you
31. 0:38So, I know you're online. Are you
32. 0:39selling via checkout page or via sales
33. 0:41call?
34. 0:42>> We do uh DM to triage call to sales
35. 0:45call.
36. 0:45>> Okay, so sell Okay, cool. You're doing
37. 0:47online sales people. Okay.
38. 0:48>> Yep.
39. 0:49>> Okay, got it. And how are you getting
40. 0:50leads?
41. 0:52>> Uh it's We have a million followers on
42. 0:54Instagram.
43. 0:54>> Okay. 1 million on IG. Anything else?
44. 0:58>> Uh yeah, like 200 grand on TikTok.
45. 1:01>> Okay, cool. Well, you probably already
46. 1:03see the difference of uh the value of
47. 1:04200,000 on TikTok versus 1 million on
48. 1:06IG.
49. 1:08>> Yep.
50. 1:09>> Want me to give you a quick hack to turn
51. 1:10those uh TikTok people into uh more
52. 1:13value?
53. 1:14>> Leads?
54. 1:15>> Yeah, so we have found that the best uh
55. 1:18call to action for TikTok, if you want
56. 1:20to sell higher ticket stuff, is actually
57. 1:22make the CTA DM me on Instagram and then
58. 1:25put the link to your Instagram.
59. 1:28>> Wow, okay.
60. 1:28>> Yeah.
61. 1:29>> So, like on TikTok, you you get you get
62. 1:31them to DM on Instagram.
63. 1:32>> But you already have your whole DM team
64. 1:33set up on on Instagram anyway, so like
65. 1:35it works great.
66. 1:36>> Yep, cool.
67. 1:38>> All right, so that's thing one, great.
68. 1:39So, uh what do you want to do? What's
69. 1:41the limit What's What's holding you
70. 1:41back?
71. 1:43>> Uh it feels like leads consistency. So,
72. 1:45we have one sales rep and two setters,
73. 1:47and I want to get more sales reps, but
74. 1:48it's just like one week will be filled
75. 1:50up weeks in advance, and then another
76. 1:52week we barely get, you know, enough
77. 1:53leads to fill up one, and then we just
78. 1:54end up pitching on every single post. It
79. 1:56just feels fatiguing for the for the
80. 1:59client. So, I'm curious, do we start
81. 2:00ads? Can we start retargeting? Or do we
82. 2:01need to fix something first?
83. 2:03>> How many posts a day are you putting
84. 2:04out?
85. 2:06>> Uh we're putting out one post a day on
86. 2:07Instagram. Uh we tested two, but it's
87. 2:10just uh like we really focus on we edit
88. 2:11it for 8 hours, we make it great. So,
89. 2:13it's one a day.
90. 2:14>> Okay.
91. 2:15I think you can probably make more. I'll
92. 2:17just I'll just put that out there. I
93. 2:18would I would 100% not believe in the
94. 2:20mythology of like there's a platform
95. 2:22limit. There totally isn't. And that's
96. 2:24on I I I pretty much stand by that on
97. 2:26every platform.
98. 2:28Um like Fox News puts out one I just
99. 2:31looked at this we were we were going up
100. 2:32this morning. Uh does one long per hour
101. 2:36on YouTube.
102. 2:37>> Oh, wow.
103. 2:38>> Right. And they do like 300 million
104. 2:39views. Right? And uh there's a Bollywood
105. 2:41account that gets a billion views a
106. 2:43month on Instagram and puts out 100
107. 2:45posts a day on Instagram.
108. 2:48>> Jeez. Yeah.
109. 2:49>> So, you have to think about it like
110. 2:49this. So, instead of So, I hear what
111. 2:51you're saying with a fatiguing audience.
112. 2:52I think more realistically you're
113. 2:53fatiguing your editor, not your
114. 2:55audience. I think they're not making
115. 2:56good enough stuff. No, I'm being real. I
116. 2:58think they're not making good enough
117. 2:59stuff. Like your audience has no has an
118. 3:01insatiable demand for value.
119. 3:04When you just like believe that in your
120. 3:05core, your audience has an insatiable
121. 3:07demand. It will literally never It's an
122. 3:09endless pit when it comes to value and
123. 3:11has almost no appetite for fluff and
124. 3:13waste.
125. 3:14So, if we I don't know if you can see
126. 3:16the YouTube, but
127. 3:17if we have Let's imagine that this
128. 3:19circle represents a million people,
129. 3:21okay?
130. 3:22When you make a post, you're getting
131. 3:23like 1 to 2% of your audience to
132. 3:25actually see it, right?
133. 3:27>> Mhm.
134. 3:28>> And so, if you make more posts, you'll
135. 3:30just have more 1 to 2% that see it.
136. 3:34>> Okay.
137. 3:35>> Okay? Now, where your issue comes up is
138. 3:37that when you make your call you know,
139. 3:38your direct call to action posts, then
140. 3:40it's like goes from like that kind of
141. 3:42thicker dot to just like an itty-bitty
142. 3:43speck because your your reach gets um
143. 3:47hammered, right?
144. 3:49>> Uh we actually do a call to action on
145. 3:50every post like at the
146. 3:51>> Yeah, and that's okay.
147. 3:53Well, it's it's not it's not the end of
148. 3:55the world. Again, all that matters is
149. 3:57like how long is the CTA relative to the
150. 3:59post, right? So, it's usually like are
151. 4:00you doing a mini chat integration?
152. 4:03>> Yeah.
153. 4:04>> Yeah. So, how long is the CTA?
154. 4:07>> Uh it's like 6 seconds.
155. 4:09>> Is it That's long. Is it pre-recorded or
156. 4:11is it like pre-recorded and stapled on
157. 4:13or are you making them native every
158. 4:14time?
159. 4:16>> It's native, but it's the same every
160. 4:17time almost.
161. 4:18>> Yeah, so you want to swap out with the
162. 4:19lead magnets out constantly.
163. 4:22>> Oh, okay.
164. 4:23>> Right now. Cuz like why would they
165. 4:25respond? They already got it.
166. 4:27>> Yeah.
167. 4:27>> Yeah, it's right. So, all right. So, I'm
168. 4:30going to I'm going to write down little
169. 4:31nuggets for you. So, number one, we're
170. 4:33going to go Tik Tok
171. 4:35Tik Tok uh DMs to IG as CTA. Number two,
172. 4:40we're going to make more
173. 4:42lead magnets
174. 4:44so that you can alternate through them.
175. 4:45Number three,
176. 4:47uh I think more content is a good idea.
177. 4:50>> Okay.
178. 4:50>> Number four is I think you need to lower
179. 4:54your time uh your CTA time. So, I'd
180. 4:56probably I'd shoot for like 3 seconds or
181. 4:58less.
182. 4:59Um for your CTA cuz the thing is is
183. 5:00it'll kill the it'll kill the view
184. 5:02through rate.
185. 5:03Right? And then that's killing the
186. 5:04amount of reach you're getting.
187. 5:07>> Mhm.
188. 5:07>> Yeah. Okay. And you're doing comment
189. 5:09like book or comment whatever and then
190. 5:11it it DMs them the thing.
191. 5:13>> No, we actually do a like for a free
192. 5:15static assessment and then we just
193. 5:17basically
194. 5:18say comment for an assessment and then
195. 5:19we book a call.
196. 5:20>> Yeah, I mean that's also a really heavy
197. 5:22ask. So, it might be worth considering
198. 5:24like
199. 5:26a cheat sheet and then a triage
200. 5:27question.
201. 5:29>> Okay.
202. 5:30>> Cuz I mean like that's like the heaviest
203. 5:32right hook you can do.
204. 5:33Um I'll give you guys a a little insight
205. 5:36also to the my live stream bros. Um
206. 5:39on one hand, like when we do ads that
207. 5:42are like direct to workshop, that's like
208. 5:44quote the heaviest ask. Like hey, come
209. 5:45on to Vegas, right? That's pretty, you
210. 5:46know, so you got so you got to have a
211. 5:47hurdle, etc.
212. 5:49Now, when we have a scaling road map,
213. 5:50which you may have seen ads for, right?
214. 5:52The scaling road map um has lower
215. 5:55immediate uh ROAS,
216. 5:58but over a 60- or 90-day window, has
217. 6:00superior ROAS
218. 6:02to direct workshop. In addition to that,
219. 6:04it also has like 10 times the reach
220. 6:06because getting somebody who's a little
221. 6:07bit like somebody who's like, "Yep, I
222. 6:09want to come to a workshop." Like
223. 6:10they've already consumed like this this
224. 6:11almost like it's almost like uh warm
225. 6:13audience retargeting more than it's like
226. 6:15an ad and a process that like nurtures,
227. 6:17you know, prospects and then, you know,
228. 6:19warms them up, provides value, etc.
229. 6:21Yeah. And so, I think if you want to
230. 6:23broaden uh kind of like the net that
231. 6:26you're going through, just make the ask
232. 6:28that you have a little bit lighter. So,
233. 6:29I think one, you've got your direct like
234. 6:31if you're doing one a day, I'd do like
235. 6:33maybe two a week of the direct one and
236. 6:35then do the remainder of them as posts
237. 6:38that are
238. 6:40um like lead magnets-centered, right?
239. 6:42Like seven tips to fix this or whatever,
240. 6:44right?
241. 6:44>> You you you can spend I'm sure you can
242. 6:46spend 100 of those things. It's not It's
243. 6:47not that hard. And then the triage
244. 6:49question is like, "Hey, are you here for
245. 6:50free stuff or do you want to solve the
246. 6:51problem for good?" And they're going to
247. 6:53say, "I want to solve the problem." Then
248. 6:53you're like, "Great." And then you're
249. 6:54you're into a sales conversation.
250. 6:57>> That's great.
251. 6:58>> Cool. And then, at what point would you
252. 6:59start retargeting ads?
253. 7:01>> The thing is is Okay, this is a this
254. 7:03will be great for everybody. So,
255. 7:05again, I don't know if you can see my
256. 7:06thing.
257. 7:06Um so, if you think about
258. 7:10your audience is this pyramid, right?
259. 7:13The people who are buying from you right
260. 7:15now are this like tiny tiny little top
261. 7:171% here.
262. 7:19And so, there are some things that
263. 7:21there's some actions that could get you
264. 7:23to to convert to the higher percentage
265. 7:24of that 1%, which means that like we
266. 7:26could make the the well or the pyramid
267. 7:29larger, which we would do by posting
268. 7:31more times and making better content,
269. 7:32right?
270. 7:33Or we can keep that pyramid the same
271. 7:36size, right? And then we can move this
272. 7:38line of what percentage we're converting
273. 7:40and make that a little bit deeper. When
274. 7:43you add a sales team, that converts a
275. 7:45higher percentage of the audience. When
276. 7:47you add ads, you're going to convert a
277. 7:50higher percentage of the audience
278. 7:51because you're just going to have your
279. 7:52ads shown to a bigger percentage of
280. 7:54people in that sphere.
281. 7:57Right? And so it's almost like reaching
282. 7:59into forward revenue and pulling it
283. 8:00forward, which is fine as long as you're
284. 8:02filling up the bucket, right?
285. 8:04So, I would Right, you get what I'm
286. 8:06saying with that? So, you will
287. 8:08absolutely make more money if you have a
288. 8:10sales team and run ads. No question. But
289. 8:12then you will hit another plateau
290. 8:14and you will still be limited by the
291. 8:15growth of your organic unless you create
292. 8:16a true cold traffic acquisition channel,
293. 8:19which is a different monster and beyond
294. 8:21the scope of right now. All right? And
295. 8:22so, my recommendation is
296. 8:25um I would want you to double
297. 8:27your content.
298. 8:29And if you want to keep one of your your
299. 8:30CTAs as uh cuz I don't want you to like
300. 8:32I don't want your business go down.
301. 8:34Uh keep one CTA as your direct to uh you
302. 8:37know, book a call and keep the other and
303. 8:39make the second CTA for the lead magnet.
304. 8:41And just do two a day.
305. 8:42>> That's good.
306. 8:43>> Cool?
307. 8:44>> Sounds great.
308. 8:45>> All right. Rock and roll. Appreciate
309. 8:46you, John.
310. 8:47>> Awesome. Thank you.
311. 8:48>> Yeah, thanks for calling Hermosa Hiline.