Why More Content Is Your Next Sales Lever — Transcript

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1. 0:00Hi.
2. 0:00>> John, what's up, man? Tell me about the
3. 0:01business.
4. 0:03>> Yeah, so we help people with chronic
5. 0:05back pain and sciatica get pain-free
6. 0:06with our online program. We're currently
7. 0:07>> Wait, talk a little slower. Talk a
8. 0:09little slower.
9. 0:09>> I think our constraint is uh
10. 0:11>> Talk a little slower.
11. 0:11>> consistency.
12. 0:12>> Can you hear me?
13. 0:13>> Oh, yeah, sure.
14. 0:14Okay.
15. 0:15>> Talk slower. Yeah, talk slower, talk
16. 0:16louder.
17. 0:17>> Okay.
18. 0:17>> Okay.
19. 0:18>> Yep, so we help people with chronic back
20. 0:20pain and sciatica. Uh we have an online
21. 0:21program.
22. 0:22>> Okay, so online.
23. 0:24Okay.
24. 0:25>> Yep.
25. 0:26>> And you help with back pain. Got it.
26. 0:29>> That's great.
27. 0:29>> What's revenue?
28. 0:30>> And we're doing nine uh 95 grand a
29. 0:32month.
30. 0:32>> Okay, so you're doing a million bucks a
31. 0:33year, roughly. Okay. So, you're doing a
32. 0:35million a year, great. Um how are you
33. 0:38So, I know you're online. Are you
34. 0:39selling via checkout page or via sales
35. 0:41call?
36. 0:42>> We do uh DM to triage call to sales
37. 0:45call.
38. 0:45>> Okay, so sell Okay, cool. You're doing
39. 0:46online sales people. Okay.
40. 0:48>> Yep.
41. 0:49>> Okay, got it. And how are you getting
42. 0:50leads?
43. 0:52>> Uh it's We have a million followers on
44. 0:54Instagram.
45. 0:54>> Okay. 1 million on IG. Anything else?
46. 0:58>> Uh yeah, like 200 grand on TikTok.
47. 1:01>> Okay, cool. Well, you probably already
48. 1:03seen the difference of uh the value of
49. 1:04200,000 on TikTok versus 1 million on
50. 1:06IG.
51. 1:08>> Yep.
52. 1:09>> Want me to give you a quick hack to turn
53. 1:10those uh TikTok people into uh more
54. 1:13value?
55. 1:14>> Please.
56. 1:15>> Yeah, so we have found that the best uh
57. 1:18call to action for TikTok, if you want
58. 1:19to sell higher ticket stuff, is actually
59. 1:22make the CTA DM me on Instagram, and
60. 1:25then put the link to your Instagram.
61. 1:28>> Wow, okay.
62. 1:28>> Yeah.
63. 1:29>> So, like on TikTok, you you give people
64. 1:31to DM on Instagram.
65. 1:32>> I know. But, you already have your whole
66. 1:33DM team set up on on Instagram anyway,
67. 1:34so like it works great.
68. 1:36>> Yep, cool.
69. 1:38>> All right, so that's thing one. Great.
70. 1:39So, uh what do you want to do? What's
71. 1:41the limit What's What's holding you
72. 1:41back?
73. 1:43>> Uh it feels like leads consistency. So,
74. 1:45we have one sales rep and two setters,
75. 1:47and I want to get more sales reps, but
76. 1:48it's just like one week will be filled
77. 1:50up weeks in advance, and then another
78. 1:52week we barely get, you know, enough
79. 1:53leads to fill up one, and then we just
80. 1:54end up pitching on every single post, so
81. 1:56it just feels fatiguing for the for the
82. 1:59client. So, I'm curious, do we start
83. 2:00ads? Can we start retargeting? Or do we
84. 2:01need to fix something first?
85. 2:03>> How many posts a day are you putting
86. 2:04out?
87. 2:06>> Uh we're putting out one post a day on
88. 2:07Instagram. Uh we tested two, but it's
89. 2:09just uh like we really focus on we edit
90. 2:11it for 8 hours, we make it great. So,
91. 2:13it's one a day.
92. 2:14>> Okay.
93. 2:15I think you can probably make more. I'll
94. 2:17just I'll just put that out there. I
95. 2:18would I would 100% not believe in the
96. 2:20mythology of like there's a platform
97. 2:22limit. There totally isn't. And that's
98. 2:24on And I I I I pretty much stand by that
99. 2:26on every platform.
100. 2:27Um like Fox News puts out one I just
101. 2:31looked at this we we're we're calling up
102. 2:32this morning. Uh does one long per hour
103. 2:36on YouTube.
104. 2:37>> Oh, wow.
105. 2:38>> Right? And they do like 300 million
106. 2:39views. Right? And uh there's a Bollywood
107. 2:41account that gets a billion views a
108. 2:42month on Instagram and puts out 100
109. 2:45posts a day on Instagram.
110. 2:48>> Jeez. Yeah.
111. 2:49>> So, you have to think about it like
112. 2:49this. So, instead So, I hear what you're
113. 2:51saying with the fatiguing audience. I
114. 2:52think more realistically you're
115. 2:53fatiguing your editor, not your
116. 2:55audience. I think they're not making
117. 2:56good enough stuff. No, I'm being real. I
118. 2:58think they're not making good enough
119. 2:59stuff. Like your audience has no has an
120. 3:01insatiable demand for value.
121. 3:04Wouldn't you like believe that in your
122. 3:05core? Your audience has an insatiable
123. 3:07demand. It will literally never It's an
124. 3:08endless pit when it comes to value and
125. 3:11has almost no appetite for fluff and
126. 3:13waste.
127. 3:14So, if we I don't know if you can see
128. 3:16the YouTube, but
129. 3:17if we have Let's imagine that this
130. 3:19circle represents a million people,
131. 3:21okay?
132. 3:22When you make a post, you're getting
133. 3:23like 1 to 2% of your audience to
134. 3:25actually see it, right?
135. 3:27>> Mhm.
136. 3:28>> And so, if you make more posts, you'll
137. 3:30just have more 1 to 2% that see it.
138. 3:34>> Okay.
139. 3:35>> Okay? Now, where your issue comes up is
140. 3:37that when you make your call you know,
141. 3:38your direct call to action posts, then
142. 3:40it's like goes from like that kind of
143. 3:42thicker dot to just like an itty-bitty
144. 3:43speck because your your reach gets um
145. 3:47hammered, right?
146. 3:49>> Uh we actually do a call to action on
147. 3:50every post like at the end.
148. 3:51>> Yeah, and that's okay.
149. 3:52>> Do you mean?
150. 3:53>> Well, it's it's not it's not the end of
151. 3:55the world. Again, all that matters is
152. 3:57like how long is the CTA relative to the
153. 3:58post, right? So, it's usually like are
154. 4:00you doing a many chat integration?
155. 4:03>> Yeah.
156. 4:03>> Yeah. So, how long is the CTA?
157. 4:07>> Uh it's like 6 seconds.
158. 4:09>> Is it that's long. Is it pre-recorded or
159. 4:11is it like pre-recorded then stapled on
160. 4:13or are you making them native every
161. 4:14time?
162. 4:16>> It's native, but it's the same every
163. 4:17time almost.
164. 4:18>> Yeah, so you want to swap out with the
165. 4:19lead magnets or constantly.
166. 4:22>> Oh, okay.
167. 4:23>> Right now, because like why would they
168. 4:25respond? They already got it.
169. 4:27>> Yeah.
170. 4:27>> Yeah, that's right. So, all right. So,
171. 4:30I'm going to I'm going to write down
172. 4:31little nuggets for you. So, number one,
173. 4:33we're going to go Tik Tok
174. 4:35Tik Tok uh DMs to IG as CTA. Number two,
175. 4:40we're going to make more
176. 4:42lead magnets
177. 4:44so that you can alternate through them.
178. 4:45Number three, uh I think more content is
179. 4:48a good idea.
180. 4:50>> Okay.
181. 4:50>> Number four is I think you need to lower
182. 4:54your time uh your CTA time. So, I'd
183. 4:56probably I'd shoot for like 3 seconds or
184. 4:58less.
185. 4:59Um for your CTA cuz the thing is it'll
186. 5:01kill the it'll kill the view through
187. 5:02rate.
188. 5:03>> Okay.
189. 5:03>> Right? And then that's killing the
190. 5:04amount of reach you're getting.
191. 5:07>> Mhm.
192. 5:07>> Yeah. Okay. Are you doing comment like
193. 5:09book or comment whatever and then it it
194. 5:11DMs them the thing?
195. 5:13>> No, we actually do a like for a free
196. 5:15static assessment and then we just
197. 5:17basically
198. 5:18say comment for an assessment and then
199. 5:19we book a call DMs.
200. 5:20>> Yeah, I mean that's also a really heavy
201. 5:22ask. So, it might be worth considering
202. 5:24like
203. 5:26a cheat sheet and then a triage
204. 5:27question.
205. 5:29>> Okay.
206. 5:30>> Cuz I mean like that's like the heaviest
207. 5:32right hook you can do.
208. 5:33Um
209. 5:34>> Yeah.
210. 5:34>> I'll give you guys a a little insight
211. 5:36also to the my live stream bros. Um
212. 5:39On one hand, like when we do ads that
213. 5:42are like direct to workshop, that's like
214. 5:44quote the heaviest ask. Like hey, come
215. 5:45out to Vegas, right? That's pretty you
216. 5:46know, so you got it's you got to have a
217. 5:47hurdle, etc.
218. 5:49Now, when we have a scaling road map,
219. 5:50which you may have seen ads for, right?
220. 5:52The scaling road map
221. 5:54um has lower immediate
222. 5:57uh ROAS,
223. 5:58but over a 60- or 90-day window, has
224. 6:00superior ROAS
225. 6:02to direct workshop. In addition to that,
226. 6:04it also has like 10 times the reach.
227. 6:06Because getting somebody who's a little
228. 6:07bit like somebody who's like, "Yep, I
229. 6:09want to come to a workshop." Like they
230. 6:10already consume like this this is almost
231. 6:11like it's almost like a warm audience
232. 6:13retargeting more than it's like an ad
233. 6:15and a process that like nurtures, you
234. 6:17know, prospects and then, you know,
235. 6:19warms them up, provides value, etc.
236. 6:21>> Yeah.
237. 6:21>> And so, I think if you want to
238. 6:23broaden
239. 6:25uh kind of like the net that you're
240. 6:26going through, just make the ask that
241. 6:28you have a little bit lighter. So, I
242. 6:29think one, you've got your direct like
243. 6:31if you're doing one a day, I'd do like
244. 6:33maybe two a week of the direct one, and
245. 6:35then do the remainder of them as posts
246. 6:38that are
247. 6:39um like lead magnet centered. Right?
248. 6:42Like seven tips to fix this or whatever,
249. 6:44right?
250. 6:44>> You you you can spend I'm sure you can
251. 6:46spend 100 of those things. It's not It's
252. 6:47not that hard. And then the triage
253. 6:49question is like, "Hey, are you here for
254. 6:50free stuff or do you want to solve the
255. 6:51problem for good?" And they're going to
256. 6:53say, "I want to solve the problem." And
257. 6:53you're like, "Great." And then you're
258. 6:54you're into a sales conversation.
259. 6:57>> That's great. And then at what point
260. 6:59would you start retargeting ads?
261. 7:01>> The thing is is Okay, this is a this
262. 7:03will be great for everybody. So,
263. 7:05again, I don't know if you can see my
264. 7:06thing. Um so, if you think about
265. 7:10your audience is this pyramid, right?
266. 7:13The people who are buying from you right
267. 7:15now are this like teeny teeny little top
268. 7:171% here.
269. 7:19And so, there are some things that
270. 7:21there's some actions that could get you
271. 7:23to to converge to a higher percentage of
272. 7:24that 1%, which means that like we could
273. 7:26make the the well or the pyramid
274. 7:29larger, which we would do by posting
275. 7:31more times and making better content,
276. 7:32right?
277. 7:33Or we can keep that pyramid the same
278. 7:35size, right? And then we can move this
279. 7:38line of what percentage we're
280. 7:39converting,
281. 7:40and make that a little bit deeper. When
282. 7:43you add a sales team, that converts a
283. 7:45higher percentage of the audience. When
284. 7:47you add ads, you're going to convert a
285. 7:50higher percentage of the audience
286. 7:51because you're just going to have your
287. 7:52ads shown to a bigger percentage of
288. 7:54people in that sphere.
289. 7:57Right? And so, it's almost like reaching
290. 7:59into forward revenue and pulling it
291. 8:00forward, which is fine as long as you're
292. 8:02filling up the bucket. Right?
293. 8:04So, I would Right, you get what I'm
294. 8:06saying with that? So, you absolutely
295. 8:09make more money if you have a sales team
296. 8:10and run ads. No question. But then you
297. 8:12will hit another plateau.
298. 8:14And you will still be limited by the
299. 8:15growth of your organic unless you create
300. 8:16a true cold traffic acquisition channel,
301. 8:19which is a different monster and beyond
302. 8:21the scope of right now. All right? And
303. 8:22so, my recommendation is
304. 8:25um I would want you to double
305. 8:27your content. And if you want to keep
306. 8:29one of your your CTAs as uh cuz I don't
307. 8:32want you to like I don't want your
308. 8:33business go down.
309. 8:34Uh keep one CTA as your direct to uh you
310. 8:37know, book a call and keep the other and
311. 8:39make the second CTA for the lead magnet.
312. 8:41And just do two a day.
313. 8:42>> Sounds good.
314. 8:43>> Cool?
315. 8:44>> Sounds great.
316. 8:45>> All right. Rock and roll. Appreciate
317. 8:46you, John.
318. 8:47>> Awesome. Thank you.
319. 8:48>> Yeah, thanks for calling from
320. 8:49Acquisition Alliance. If you're not
321. 8:50getting as many leads as you want and
322. 8:52your business is demand constrained,
323. 8:53meaning you could service more customers
324. 8:55than you currently have, then this is
325. 8:57for you. So, marketing is changing and I
326. 8:59think [music] ACQ tends to be on the
327. 9:00bleeding edge of this stuff. We
328. 9:01certainly spend the money
329. 9:03to do it, but we also build custom
330. 9:05software and we pay amazing vendors and
331. 9:07very expensive people to figure out the
332. 9:08system that we have right now and I want
333. 9:09to share it with you kind of open kimono
334. 9:11style. If you're not getting as many
335. 9:12leads as you want, boy do I have the
336. 9:13thing for you. Click below, book call
337. 9:15and uh
338. 9:16hopefully I'll see you in Vegas.