Are you stuck on the digital marketing treadmill—exhausted by endless posting, but seeing little return? In this #CreatingReorganized episode, you will discover the science-backed 60-40 rule that top marketers use to escape marketing burnout and build sustainable business growth. You’ll learn how to balance brand-building with sales activation, avoid the three cognitive traps that silently kill your ROI, and transform your video podcast into a powerful, trust-building asset. Hear real stories from a neuroscience PhD turned business IT strategist, and get actionable strategies to turn frantic activity into focused profitability.
If you want to stop chasing likes and start building a business according to your vision of life, this episode is your roadmap.
Do you need the full transcript and free CreatingReorganized resources? Click here:
https://postdoctransformation.ac-page.com/creatingreorganized_show0015
Do you have business promotional video podcasting questions? Click here to let me know them here (live question and answer sessions, or presubmit) so that I can answer them live or in future episodes for your #CreatingReorganized according to your vision of life!
https://postdoctransformation.ac-page.com/crliveqa
If you want to learn for FREE – my #CreatingReorganized video podcasting strategy, workflow and how I use tools I recommend as an affiliate partner, click below:
https://postdoctransformation.ac-page.com/creatingreorganized
If you like, what you see and listen to on my podcast channels and social media, these are the tools I use. They all offer a free trial period, I only get a small financial commission, if you become their customers, using my following affiliate links:
For effective video podcast hosting, distribution to all major podcast players and monetizing:
Podbean https://www.podbean.com/esw
For easy video and audio recording, AI-powered text-based editing and clipping:
Descript https://get.descript.com/creatingreorganized
For fun and dynamic data collection in all business stages:
Typeform https://typeform.cello.so/FxXD1YT3V9z
For creating, hosting and monetizing an AI powered e-course learning management platform:
Thinkific https://get.thinkific.com/give-a-month-program/?gam=b1a5dca9a5
For integrating email marketing automation and website building, hosting and customer relationship management:
ActiveCampaign https://try.activecampaign.com/creatingreorganized
For managing and scheduling all your social media content, so you can live according to your vision of life:
Metricool https://s.mtrbio.com/DMOGXJ
If you want me to help you CreatingReorganized with my premium consulting and white-label-done for-you business promotional video podcasting service, please enter your contact details here
https://postdoctransformation.activehosted.com/f/28
About me:
In my day job as a psychology professor, I teach my bachelor and master students in real life, how to reorganize processes in a goal-directed and future-proof way in companies. That’s what I had done for a living as a former IT strategy consultant.
For my own career coaching business on the side, I can only dedicate a fraction of my time – because I prioritize care work for my little children. I face the same or similar challenges like all small business owners. So, I applied all my experience and knowledge to create my other video podcast #PostdocTransformation to streamline my social media marketing and to boost sales of my coaching, e-courses and affiliate products or services.
I strategically capitalize on professional tools to scale my impact according to my vision of life.
Thank you for listening and sharing our CreatingReorganized with your small business owner besties!
If you would give us a 5-star rating and review, share that and tag me on your social media, – you will get a free 15 min discovery call!
Cheers, Eleonore
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
That digital treadmill, this is theabsolute worst, and it's honestly the
(00:05):
quickest route to entrepreneurial burnout.
At the end of the day, you have a businessto run and you cannot afford to mess
your marketing risking future business
.Creating,
creating, reorganize, creating.
(00:35):
If you are a founder of yourbusiness and have no time to waste
or really struggle to do your socialmedia marketing, you will enjoy
our Creating Reorganized show.
In my day job as a psychology professor,I teach my veteran Master's students in
real life how to reorganize processesin a goal-directed and future-proof way.
In companies, and that's whatI have done for a living as a
(00:57):
former IT strategy consultant formy own career coaching business.
On the side, I can only dedicatea fraction of my time because you
know, I prioritize care work formy little children, I face the
same or similar challenges likeall small business owners, so.
I applied all my experience andknowledge to create my other video
(01:17):
podcast PostdocTransformation Show, tostreamline my social media marketing and
to boost sales of my coaching e-coursesand affiliate products or services.
I strategically capitalize onprofessional tools to scale my impact
according to my vision of life.
Listen and subscribe to this CreatingReorganized show, so you will learn
to do this same for your own business.
(01:38):
To build the no like and trustfactor and to boost sales of
your services or products.
Please also ask your business specificquestions because for the next seasons,
I envision interview episodes withaspiring and new founders like you.
If you wanna get your creating reorganizedaccording to your vision of life.
As in every episode at the end, I willwrap everything up from a psychological
(02:02):
method, theory, or concept point of view.
So stay tuned until the end of thisepisode, especially if you are my
Bachelor master's student in real life.
I would love for you to take notes andmaybe even already recognize my arguments.
Dear Creating Reorganizer, welcome back toCreating Reorganized, the Show dedicated
(02:26):
to helping business owners like you createa video podcast to promote your services
and products 24 7 365 without burnout.
If this is your first time toour show, I'm your host, Prof.
Dr. Eleonore Soei-Winkels, I'mreally happy to have you here.
So if you are anything like thebusiness owners I talk to at business
networking events, you know the drill.
(02:49):
Alright?
So you are working constantly.
You are posting everywhere onLinkedIn, Instagram, and maybe
even daring to try TikTok.
But your sales trickle, well,you're getting likes, not leads.
You are exhausted, not enriched.
That digital treadmill, this is theabsolute worst, and it's honestly the
quickest route to entrepreneurial burnout.
(03:12):
At the end of the day, you have a businessto run and you cannot afford to mess
your marketing risking future business.
Right?
So this episode is your antidote,we're taking the guesswork, the
frantic posting, and the emotionalexhaustion out of your marketing.
We are replacing it with science backstrategy according to your vision
of life, and we're diving into thescientific roadmap for spending your
(03:35):
limited time and precious money smartly.
So in this episode, we'recovering core actionable things,
the long and the short of it.
That's the famous 60 to 40 budget rulethat helps you structure your entire
marketing effort for sustainable growth.
And then the budgeting traps.
We'll expose the three cognitivebiases rooted in behavioral
(03:55):
psychology that are silentlykilling your return on investment.
If that does not ring a bell,please also listen to our episode
11 as linked in the show notes.
These are the irrational decisionswe all make, but which we must stop.
And I'll be sharing my personal storiesfrom a career transition from a PhD in
neuroscience to an IT strategy consultantat Accenture to a professor and a
(04:19):
business owner, to show you how thesepsychological theories play out in the
messy reality of running a business.
This is not just theory, it's life tested.
So get ready to move from franticactivity to focused profitability.
Let's dive right into the 60 40 rule.
The first concept you need to anchoryour business strategy to comes
(04:40):
from the rigorous work of marketingscientists Les Binet and Peter Field.
This is backed by decades ofdata analyzing what drives
sustainable long-term profitfor businesses of all sizes.
So it's about balancing brandbuilding with sales activation.
Think of it this way, thelong 60% brand building.
(05:02):
This is your high trust,consistent content.
It's about being memorable,building trust, and creating mental
availability so that when a lead orpotential client needs your service
or product, whether today or two yearsfrom now, your name is top of mind.
Okay, so this is where your videopodcast lives acting as your 24 7 365
(05:25):
educational and trust building showroom.
This is where you need tostrategize evergreen content that
builds up bingeable momentum.
And I strategically design all myseasons, like a value ladder where
I can build new episodes on theshoulders of my previous episodes.
My biggest flex is to mention something.
(05:45):
You know, if that doesn't ring a bell,you can listen or re-listen to a previous
episode As linked in the show notes orcomments on my social media platforms.
Okay?
So I do that frequently becauseI am building a value ladder.
This shows my listeners how I canguide them by breaking complex
things into small, doable chunksand pieces, easy to process.
(06:08):
So my first season was the foundation,my second season, are deep dives and
additions all anchored in season one.
And that is somethingthat you can do as well.
Then we talk about the short.
So, short is the 40% sales activation,and this is the bottom of funnel work.
(06:32):
And you know the drill if salesfunnel does not ring a bell.
Please also listen to our episodeeight as linked in the show notes.
It's the immediate call to action.
It's the limited time discount thattargeted and the direct sales outreach.
It drives sales today, and we canuse social media platforms for that.
(06:53):
But you know, here's the brutal truth forus time poor business owners, when we're
burned out and desperate for revenue,we instinctively dedicate 100% of our
effort to the short sighted things,right, like posting on social media
and waiting for someone to respond.
When someone hits the like button, writesa comment or shares our content, our brain
(07:14):
and specifically the nucleus accumbens,releases the neurotransmitter dopamine.
So we feel instantlygratified, rewarded, and happy.
But that's shortsighted Socialmedia engagement does not 100%
necessarily convert into sales?
But nevertheless, we feel constantlyseen, liked, and boosted, and
(07:36):
then we tend to hang out on socialmedia to get the next domine rush.
And that, ironically, is what leadsto the burnout and the low return on
investment because you deplete thebrand trust neglecting working on
your brand operations and delivery,and you completely exhaust yourself.
(07:58):
And I was deep in that trap years ago,especially in my early days as a digital
business owner, I thought the key wasmaximum activity being all over the place.
I was on all the social media platformstrying to create unique individual videos
and following trends for each platform.
And you know, my content was coherent.
(08:18):
Yes, it was my brandvoice, yes, but it was.
Still too scattered around because I wastrying to chase too many moving targets.
So it was frankly exhaustingand I was getting a lot of
likes, a lot of engagement.
But I learned the hard way that likesdid not always translate into sales.
Okay?
So I was trading my personal timefor arbitrary vanity metrics,
(08:43):
completely operating in theshort term activation panic.
So my pivot luckily, was realizing Ihad to reorganize my content creation
workflow to prioritize the long right.
So now my entire content supply chainstarts with one foundational asset.
My 30 minute to one hour video podcastepisode, this is 60% my brand builder.
(09:07):
It's the comprehensive trust-basedcontent that shows my expertise
and the beauty of this system isthat my short-term sales activation
now takes care of itself almost.
Okay, so my social media content isdirectly derived or stemming from
that one big episode every week.
(09:28):
It's not creative guesswork, it's astandardized executional workflow.
I never run out of social mediacontent, and I can now outsource that
to another team member as needed.
So this frees up my time to do in mybusiness what really moves the needle.
Going to network events, engage personallyand making high trust sales and making
(09:50):
sure that what we deliver is high quality.
So that's the work lifebalance I want for all of you.
To implement the 60 40 content strategy,you need to master content atomization,
like in atom, and that's where oursecret weapon Descript comes in.
Descript is a great toolfor all business owners.
(10:10):
You can record your one hour longvideo podcast, and then Descript
automatically transcribes everything.
So instead of painstakingly tryingto write out everything that there
is, and I've been there, done that,you have everything what I say now in
writing, and then you can easily correctit if it's not picked up correctly.
(10:34):
But essentially it's 95%correct and now you can edit
the whole video like a Word doc.
Okay, so this is really easy.
This is how I quickly grab the best 30second to 60 second pieces that I can
then, you know, polish up and scheduleout to tikTok and Instagram itself.
(10:56):
So, if you like, you can see how I usemy video, audio, and closed captions
with my signature branded CreatingReorganized video backdrop on my TikTok,
Pinterest, LinkedIn, and Instagramhandles as linked in the show notes.
And this is how you can fuel your 40%short sales activation for all your social
media platforms with minimal effort.
(11:17):
It's the definition of leveragingtechnology to save your time.
Instead of having uncoordinatedmultiple engines on social media
platforms, which, you know, at the endof the day won't run by themselves.
You have your video podcasts as one longterm strategic source that feeds all your
(11:37):
social media activities mechanically,so someone else can take over that.
That's also a leadership plusIT governance insight from
my experience, by the way.
you can thank me later.
All right, so step one is clear.
Stop the frantic 100% short chase.
Allocate your core creativeenergy to your video podcast.
That's the long 60%.
(11:59):
And then let tools like Descripthandle the efficient execution
of your social media activation.
That's the short 40%.
Okay, let's switch gears.
Let's talk about the first of threecognitive traps that we must avoid
to protect your return on investment.
(12:20):
Number one, the sunk cost fallacy.
This bias is responsible formore wasted time and money than
almost anything else in business.
It's that emotional monsterof entrepreneurship.
It's the voice in your head thatwhispers you can't quit now.
Look at all the time and moneyyou have already invested, and
(12:41):
it tricks you into throwing goodresources after bad, you know, simply
to avoid the feeling of a loss.
But scientifically a sunk cost is anexpenditure that cannot be recovered.
It should be irrelevantto your future decisions.
Your decisions must be basedon future costs and future
(13:01):
benefits, not past sacrifices.
And this fallacy is really akiller for us business owners.
The sunk cost is often ourpersonal uncompensated time.
Our late night shifts,our family sacrifices.
My own PostdocTransformation videopodcast is a perfect example of this
fallacy and how I overcame this.
(13:23):
I honestly poured so much effort intothat show driven by pure passion.
But here was the hard data.
There was not a lot of money.
The audience was too niched down.
Very few scientistscompared to business owners.
That's a numbers game.
And my ethically driven decisionto not take money from financially
(13:43):
precarious young scientistslimited my revenue stream.
The textbook answer would'vebeen to shut it down immediately.
But I applied the science of strategy.
I did not eliminate the sunkcosts, but I strategically
reevaluated the asset's function.
I reframed it.
(14:03):
I realized that the PostdocTransformationShow is now my showroom.
It's a living, breathing demonstration ofhow I create a professional, consistent,
and strategically planned videopodcast that operates 24 7 through 65.
It's the proof of concept thatallows me to sell my high value
digital marketing expertise, andmy premium creating reorganized
(14:27):
podcasting service to my establishedbusiness owners and entrepreneurs.
I did not eliminate the sunk costs,but I strategically reframed it and
repurposed the asset It created.
Now over to you, to escape this trap,if you experience that as well, you
must focus on the opportunity cost.
(14:47):
Opportunity Cost is the potentialprofit you give up by pursuing
one option over the other.
So ask yourself, what profitabilityactivity am I losing by
continuing this failing strategy?
So to make this rational decision,you need impeccable data.
(15:07):
Data is hurtful, but it helps you.
Alright?
So this is why ActiveCampaignis so important.
As a premium service-based businessowner, you need to track the true
return on investment of everycampaign, every lead magnet, and every
video podcast episode, for example.
So ActiveCampaign allows you to trace apotential client's journey from watching
(15:30):
a video podcast to signing up for yourlist to becoming a paying a customer.
If the data shows a project has a lowconverting journey, you have the rational
scientific evidence to cut the cord.
It's always data over emotion, every time.
And that is also what I teach myBachelor and Master's students in
(15:51):
real life business decisions need tobe grounded in data, not emotions.
Emotions are the glue for learning,but data lead us to what needs to
be learned to be future proved.
So step two is stop looking backward.
Base your decisions in businessonly on the future benefits versus
(16:15):
the opportunity costs, right?
So in one tangentially related episodeof my Postdoc Transformation show, I said
that the is a reason why the back mirroris smaller than the whole front window.
Right.
And maybe you wanna listen to thatrather for, you know, mindset addressing
reasons, that is episode 58, creating atime capsule as linked in the show notes.
(16:40):
All right.
Let's go to the third and final cognitivetrap, which is the anchoring bias.
So this one is particularly relevant forpremium service-based businesses, and
it's the primary reason, why many of youaren't charging what you're truly worth.
The anchoring bias is when an arbitrarynumber, a previous price you charge,
(17:00):
a competitor's low ball rate, or eventhe first salary you made, gets stuck
in your head and unfairly dictates yourcurrent high value pricing decisions.
And that initial number becomes the anchorand it pulls your rational price down.
It's a huge threat toyour return on investment.
And I fell, of course, victim to that.
(17:22):
When I started my coaching business,I was still mentally anchored to a
price point that made sense for a gradstudent or a scientist leaving their job.
Even though I had years of highlevel IT strategy, consultant
experience from Accenture.
That low price point was actuallynot worth my time and did not
reflect my massive opportunity costs.
(17:43):
I realized that I had to use myexperience in business to fix this.
Fortunately, in my time at Accenture,I was tasked to derive, print and
turn in the bills for our consultingservices for the whole team.
So I knew the billable chargeable hours.
I knew the hours claimed, and mostimportantly, I knew my worth for my
(18:06):
client, also in comparison to my teammembers and my supervisors, that was
such a valuable anchoring experience.
And additionally, I learned to go afterthe chief level clients because that
would immediately increase the valueof my time build and also the chance
to be extended when less valuableconsulting work was to be stopped.
(18:30):
To cut the story short, today I teachmy students the importance of A, B, C
customer categorization and the Paretoprinciple, that's the 20% of the
clients who bring in 80% of the revenue.
So my pivot was to realize I neededto only attract and nurture A
customers, the premium sales businessowners who earn a lot, the one trust
(18:54):
based sale and are looking for adone for them premium solution.
The effort for me is similar, but thefinancial lever is dramatically different.
This new premium client group allowedme to set a new high value anchor,
the value of my time and the massivereturn on investment I provide.
My video podcast is essential here becausepremium clients buy trust, expertise, and
(19:19):
a unique point of view, not low prices.
By positioning my expertise throughmy show, I instantly established
my high value anchor making thelow price competitors irrelevant.
Successfully implement this pivot,you need two things, a professional
gateway and performance data.
So the professional gateway iswhat I use to pre-qualify my A
(19:42):
customers and set that high valueanchor from the first interaction.
I use TypeForm for my qualificationservice and onboarding forms.
The beautiful design, the clear andconditional logic, the streamlined user
experience scream premium, and filterout tire kickers who are only anchored
to low prices or getting things for free.
(20:03):
It is an automated gatekeeper.
I choose to serve them for freevia a video podcast because
negotiating low prices is awaste of my time, to be honest.
And once you land your premium clients,you need to track the performance of your
entire marketing system to rationallyjustify the premium price you are asking.
(20:24):
This is where Metricoolis a powerhouse for you.
It not only lets me schedule and postautomatically on all my social media
platforms, it also pulls the datafrom all your social media platforms
and your website into one place.
I don't look at my Facebookcomments on Facebook.
I look at all my comments from all mysocial media platforms within Metricool,
(20:46):
it shows you exactly which social clipsare resonating, which platforms are
driving your most qualified traffic, likeLinkedIn versus Instagram versus TikTok.
So, The direct impact of your longgame trust and your short game sales.
This data becomes the unshakeablefoundation for your high value anchor.
(21:11):
So step three is stop lettingpast expectations or low cost
competitors set your value.
Use your expertise to define yourA customer and set a new high
value anchor based on the return oninvest you deliver for your client.
I honestly love my video podcastingsystem Creating Reorganized because this
is where the principles we discussed,the 60 40 rule, escaping sunk costs,
(21:37):
setting a premium anchor, come together.
My Creating Reorganized show is a showroomlike my PostdocTransformation Show.
It's a sales agent 24 7, 365,and the brand builder all in one.
To achieve this low burnout,high return on invest machine,
you don't need a thousand tools.
(21:57):
You just need a simple, powerful,and integrated ecosystem.
And this is the Creating Reorganizedtech stack chosen specifically
because all the tools I chose solvethe business owner's problems, cost
effectiveness, simplicity, and scale.
These tools are your automation agents.
They replace hours of manualeffort and guesswork with precise,
(22:21):
repeatable, and scalable workflows.
This is how you reclaim your time toprioritize your family, your hobbies,
and your life, just like I do withmy professorship, picking up by kids,
learning with them for their school.
So let's quickly runthrough the essential tools.
Let's start with Podbean.
This is your simple all-in-one platformfor reliable hosting and distribution
(22:45):
to all major podcast players.
It makes complex hostingand monetization easy.
It allows for both free and premiumcontent tying directly into the episode
six, where we talked about the strategiesof mixing free content versus paid offers.
And then we have Descript.
This is your key to the 60 40 rule.
(23:06):
It's AI powered video editingfor fast content atomization.
It's essential for avoiding the burnoutof creating content from scratch
for every social media platform.
And then we have ActiveCampaign,which is your powerful data rich
customer relationship management.
It tracks the A customer journey frominitial video podcast consumption
(23:29):
engagement to paid conversion, fightingthe sunk cost fallacy with cold hard data.
And then we have Typeform, thisgives you the professional gateway.
It uses beautiful design andconditional logic to set your
premium anchor and pre-qualify thoseA customers right from the gate.
Then we have Metricool, which isyour unified analytics dashboard.
(23:52):
It pulls data from all your socialmedia platforms and website providing
the objective rational evidenceneeded to break both the anchoring
bias and sunk cost And then
if you wanna host ane-course, use Thinkific.
This is your easy platform for hostingonline courses, digital products, and also
(24:12):
showing how you care for your community.
It's perfect for building the scalablelong-term revenue stream for your
premium offers that you discussedwhen setting your high value anchor.
So this system is built for resilience,networking, and leveraging technology.
And speaking of leveraging technology,this science, all the strategy and
(24:33):
all this tech stack integration,it's what I do every day for myself
and that's what I'm buildingfor a select group of clients.
If you are an established businessowner who can afford a premium
white label service done for youto market your business, and you
are looking to scale, we see you.
We know you need brand awareness,consistent content creation and lead
(24:56):
generation, but you don't have timeto master all this science and tech.
We are putting the final strategicpieces in place for the Creating
Reorganized podcasting service.
We handle the entire scientific workflowfor you, from strategy to production,
to distribution and funnel setup, wesolve the, I don't have time, the, I
(25:16):
don't know where to start, and the Ineed professional quality problems.
We're offering a unique, supportive,cutting edge premium service.
Keep an eye out on our pagesfor the launch details.
I haven't launched it yet.
But you wanna be on my wait list.
So let's quickly review the threeconcepts that we have just covered
(25:41):
to stop your marketing burnout.
Ditch the burnout by embracingthe 60 40 rule and anchor your
creative effort to the long game.
Brand building of your video podcast,you can escape the sunk cost fallacy.
You need to use data like fromActiveCampaign or another customer
relationship management tool.
(26:01):
To focus on opportunity costs,you need to ditch the doubt.
Break the anchoring bias by definingyour premium A customer, and setting your
value based on their return on invest.
So remember, your unique brand voiceand point of view are your strongest
assets against the AI content inflation.
Your personal story is the trust shortcut.
(26:24):
That leverages thosepsychological heuristics.
To continue your learning and build yourfoundation, go back and listen to related
deep dives like episode number four, onseasonal strategies to avoid burnout.
Number one on why you need a videopodcast to build trust and boost sales.
And number six on the best mix offree content versus paid offers.
(26:46):
May be also number nine becausewe're talking about AI here on how
to balance human and AI efforts.
Every episode is a step towardmaking your business work for your
life, not the other way around.
And our next episode 16 next weekwill be our season two finale.
Woo-hoo.
It's called Future Proof Your Business.
(27:07):
How to turn your personal brand into anautomated sales machine, so stay tuned.
Until then, we wish you ahappy Creating Reorganized
according to your vision of life.
Do you wanna start your own side businessas a runway for your better future?
Then you will benefit from ourfree business readiness quiz
(27:29):
as linked in the show notes.
Are you a small business ownerand wanna create sustainable
marketing and sales content?
Try video podcasting aboutyour service or product.
Like I do in my PostdocTransformationShow, I'm a mom of two kids in
school and a professor and I haveno time to lose running my business.
And if you also wanna save time andenergy, you is adopted evergreen strategy.
(27:53):
You can easily derive count asvaluable social media content from
just one video podcast episode.
You can quickly attract a broad audience.
Across many social media platforms andthen nurture them into leads and clients
in their ears and emails while youlive according to your vision of life.
Let me teach you creating reorganized.
If you're ready to dive in andstart your own podcasting journey,
(28:17):
I highly recommend checking outthe tools I mentioned earlier.
Podbean, Descript, TypeForm,ActiveCampaign, Thinkific and Metricool.
Each of these services has mademy podcasting business experience
smoother and more efficient, and Itrust that they can help you too.
Thank you for listening toour Creating Reorganized show.
If you found this episode.
(28:38):
Helpful.
Please subscribe, share it withyour business friends, and leave
a on your favorite podcast player.
Your feedback helps me as a smallbusiness owner to serve more
small business owners for free.
So thank you.
I'm your host, Prof. Dr. EleonoreSoei-Winkels, and now I wish
you a happy creating reorganizedaccording to your vision of life.
That digital treadmill, this is theabsolute worst, and it's honestly the
(00:05):
quickest route to entrepreneurial burnout.
At the end of the day, you have a businessto run and you cannot afford to mess
your marketing risking future business
.Creating,
creating, reorganize, creating.
(00:35):
If you are a founder of yourbusiness and have no time to waste
or really struggle to do your socialmedia marketing, you will enjoy
our Creating Reorganized show.
In my day job as a psychology professor,I teach my veteran Master's students in
real life how to reorganize processesin a goal-directed and future-proof way.
In companies, and that's whatI have done for a living as a
(00:57):
former IT strategy consultant formy own career coaching business.
On the side, I can only dedicatea fraction of my time because you
know, I prioritize care work formy little children, I face the
same or similar challenges likeall small business owners, so.
I applied all my experience andknowledge to create my other video
(01:17):
podcast PostdocTransformation Show, tostreamline my social media marketing and
to boost sales of my coaching e-coursesand affiliate products or services.
I strategically capitalize onprofessional tools to scale my impact
according to my vision of life.
Listen and subscribe to this CreatingReorganized show, so you will learn
to do this same for your own business.
(01:38):
To build the no like and trustfactor and to boost sales of
your services or products.
Please also ask your business specificquestions because for the next seasons,
I envision interview episodes withaspiring and new founders like you.
If you wanna get your creating reorganizedaccording to your vision of life.
As in every episode at the end, I willwrap everything up from a psychological
(02:02):
method, theory, or concept point of view.
So stay tuned until the end of thisepisode, especially if you are my
Bachelor master's student in real life.
I would love for you to take notes andmaybe even already recognize my arguments.
Dear Creating Reorganizer, welcome back toCreating Reorganized, the Show dedicated
(02:26):
to helping business owners like you createa video podcast to promote your services
and products 24 7 365 without burnout.
If this is your first time toour show, I'm your host, Prof.
Dr. Eleonore Soei-Winkels, I'mreally happy to have you here.
So if you are anything like thebusiness owners I talk to at business
networking events, you know the drill.
(02:49):
Alright?
So you are working constantly.
You are posting everywhere onLinkedIn, Instagram, and maybe
even daring to try TikTok.
But your sales trickle, well,you're getting likes, not leads.
You are exhausted, not enriched.
That digital treadmill, this is theabsolute worst, and it's honestly the
quickest route to entrepreneurial burnout.
(03:12):
At the end of the day, you have a businessto run and you cannot afford to mess
your marketing risking future business.
Right?
So this episode is your antidote,we're taking the guesswork, the
frantic posting, and the emotionalexhaustion out of your marketing.
We are replacing it with science backstrategy according to your vision
of life, and we're diving into thescientific roadmap for spending your
(03:35):
limited time and precious money smartly.
So in this episode, we'recovering core actionable things,
the long and the short of it.
That's the famous 60 to 40 budget rulethat helps you structure your entire
marketing effort for sustainable growth.
And then the budgeting traps.
We'll expose the three cognitivebiases rooted in behavioral
(03:55):
psychology that are silentlykilling your return on investment.
If that does not ring a bell,please also listen to our episode
11 as linked in the show notes.
These are the irrational decisionswe all make, but which we must stop.
And I'll be sharing my personal storiesfrom a career transition from a PhD in
neuroscience to an IT strategy consultantat Accenture to a professor and a
(04:19):
business owner, to show you how thesepsychological theories play out in the
messy reality of running a business.
This is not just theory, it's life tested.
So get ready to move from franticactivity to focused profitability.
Let's dive right into the 60 40 rule.
The first concept you need to anchoryour business strategy to comes
(04:40):
from the rigorous work of marketingscientists Les Binet and Peter Field.
This is backed by decades ofdata analyzing what drives
sustainable long-term profitfor businesses of all sizes.
So it's about balancing brandbuilding with sales activation.
Think of it this way, thelong 60% brand building.
(05:02):
This is your high trust,consistent content.
It's about being memorable,building trust, and creating mental
availability so that when a lead orpotential client needs your service
or product, whether today or two yearsfrom now, your name is top of mind.
Okay, so this is where your videopodcast lives acting as your 24 7 365
(05:25):
educational and trust building showroom.
This is where you need tostrategize evergreen content that
builds up bingeable momentum.
And I strategically design all myseasons, like a value ladder where
I can build new episodes on theshoulders of my previous episodes.
My biggest flex is to mention something.
(05:45):
You know, if that doesn't ring a bell,you can listen or re-listen to a previous
episode As linked in the show notes orcomments on my social media platforms.
Okay?
So I do that frequently becauseI am building a value ladder.
This shows my listeners how I canguide them by breaking complex
things into small, doable chunksand pieces, easy to process.
(06:08):
So my first season was the foundation,my second season, are deep dives and
additions all anchored in season one.
And that is somethingthat you can do as well.
Then we talk about the short.
So, short is the 40% sales activation,and this is the bottom of funnel work.
(06:32):
And you know the drill if salesfunnel does not ring a bell.
Please also listen to our episodeeight as linked in the show notes.
It's the immediate call to action.
It's the limited time discount thattargeted and the direct sales outreach.
It drives sales today, and we canuse social media platforms for that.
(06:53):
But you know, here's the brutal truth forus time poor business owners, when we're
burned out and desperate for revenue,we instinctively dedicate 100% of our
effort to the short sighted things,right, like posting on social media
and waiting for someone to respond.
When someone hits the like button, writesa comment or shares our content, our brain
(07:14):
and specifically the nucleus accumbens,releases the neurotransmitter dopamine.
So we feel instantlygratified, rewarded, and happy.
But that's shortsighted Socialmedia engagement does not 100%
necessarily convert into sales?
But nevertheless, we feel constantlyseen, liked, and boosted, and
(07:36):
then we tend to hang out on socialmedia to get the next domine rush.
And that, ironically, is what leadsto the burnout and the low return on
investment because you deplete thebrand trust neglecting working on
your brand operations and delivery,and you completely exhaust yourself.
(07:58):
And I was deep in that trap years ago,especially in my early days as a digital
business owner, I thought the key wasmaximum activity being all over the place.
I was on all the social media platformstrying to create unique individual videos
and following trends for each platform.
And you know, my content was coherent.
(08:18):
Yes, it was my brandvoice, yes, but it was.
Still too scattered around because I wastrying to chase too many moving targets.
So it was frankly exhaustingand I was getting a lot of
likes, a lot of engagement.
But I learned the hard way that likesdid not always translate into sales.
Okay?
So I was trading my personal timefor arbitrary vanity metrics,
(08:43):
completely operating in theshort term activation panic.
So my pivot luckily, was realizing Ihad to reorganize my content creation
workflow to prioritize the long right.
So now my entire content supply chainstarts with one foundational asset.
My 30 minute to one hour video podcastepisode, this is 60% my brand builder.
(09:07):
It's the comprehensive trust-basedcontent that shows my expertise
and the beauty of this system isthat my short-term sales activation
now takes care of itself almost.
Okay, so my social media content isdirectly derived or stemming from
that one big episode every week.
(09:28):
It's not creative guesswork, it's astandardized executional workflow.
I never run out of social mediacontent, and I can now outsource that
to another team member as needed.
So this frees up my time to do in mybusiness what really moves the needle.
Going to network events, engage personallyand making high trust sales and making
(09:50):
sure that what we deliver is high quality.
So that's the work lifebalance I want for all of you.
To implement the 60 40 content strategy,you need to master content atomization,
like in atom, and that's where oursecret weapon Descript comes in.
Descript is a great toolfor all business owners.
(10:10):
You can record your one hour longvideo podcast, and then Descript
automatically transcribes everything.
So instead of painstakingly tryingto write out everything that there
is, and I've been there, done that,you have everything what I say now in
writing, and then you can easily correctit if it's not picked up correctly.
(10:34):
But essentially it's 95%correct and now you can edit
the whole video like a Word doc.
Okay, so this is really easy.
This is how I quickly grab the best 30second to 60 second pieces that I can
then, you know, polish up and scheduleout to tikTok and Instagram itself.
(10:56):
So, if you like, you can see how I usemy video, audio, and closed captions
with my signature branded CreatingReorganized video backdrop on my TikTok,
Pinterest, LinkedIn, and Instagramhandles as linked in the show notes.
And this is how you can fuel your 40%short sales activation for all your social
media platforms with minimal effort.
(11:17):
It's the definition of leveragingtechnology to save your time.
Instead of having uncoordinatedmultiple engines on social media
platforms, which, you know, at the endof the day won't run by themselves.
You have your video podcasts as one longterm strategic source that feeds all your
(11:37):
social media activities mechanically,so someone else can take over that.
That's also a leadership plusIT governance insight from
my experience, by the way.
you can thank me later.
All right, so step one is clear.
Stop the frantic 100% short chase.
Allocate your core creativeenergy to your video podcast.
That's the long 60%.
(11:59):
And then let tools like Descripthandle the efficient execution
of your social media activation.
That's the short 40%.
Okay, let's switch gears.
Let's talk about the first of threecognitive traps that we must avoid
to protect your return on investment.
(12:20):
Number one, the sunk cost fallacy.
This bias is responsible formore wasted time and money than
almost anything else in business.
It's that emotional monsterof entrepreneurship.
It's the voice in your head thatwhispers you can't quit now.
Look at all the time and moneyyou have already invested, and
(12:41):
it tricks you into throwing goodresources after bad, you know, simply
to avoid the feeling of a loss.
But scientifically a sunk cost is anexpenditure that cannot be recovered.
It should be irrelevantto your future decisions.
Your decisions must be basedon future costs and future
(13:01):
benefits, not past sacrifices.
And this fallacy is really akiller for us business owners.
The sunk cost is often ourpersonal uncompensated time.
Our late night shifts,our family sacrifices.
My own PostdocTransformation videopodcast is a perfect example of this
fallacy and how I overcame this.
(13:23):
I honestly poured so much effort intothat show driven by pure passion.
But here was the hard data.
There was not a lot of money.
The audience was too niched down.
Very few scientistscompared to business owners.
That's a numbers game.
And my ethically driven decisionto not take money from financially
(13:43):
precarious young scientistslimited my revenue stream.
The textbook answer would'vebeen to shut it down immediately.
But I applied the science of strategy.
I did not eliminate the sunkcosts, but I strategically
reevaluated the asset's function.
I reframed it.
(14:03):
I realized that the PostdocTransformationShow is now my showroom.
It's a living, breathing demonstration ofhow I create a professional, consistent,
and strategically planned videopodcast that operates 24 7 through 65.
It's the proof of concept thatallows me to sell my high value
digital marketing expertise, andmy premium creating reorganized
(14:27):
podcasting service to my establishedbusiness owners and entrepreneurs.
I did not eliminate the sunk costs,but I strategically reframed it and
repurposed the asset It created.
Now over to you, to escape this trap,if you experience that as well, you
must focus on the opportunity cost.
(14:47):
Opportunity Cost is the potentialprofit you give up by pursuing
one option over the other.
So ask yourself, what profitabilityactivity am I losing by
continuing this failing strategy?
So to make this rational decision,you need impeccable data.
(15:07):
Data is hurtful, but it helps you.
Alright?
So this is why ActiveCampaignis so important.
As a premium service-based businessowner, you need to track the true
return on investment of everycampaign, every lead magnet, and every
video podcast episode, for example.
So ActiveCampaign allows you to trace apotential client's journey from watching
(15:30):
a video podcast to signing up for yourlist to becoming a paying a customer.
If the data shows a project has a lowconverting journey, you have the rational
scientific evidence to cut the cord.
It's always data over emotion, every time.
And that is also what I teach myBachelor and Master's students in
(15:51):
real life business decisions need tobe grounded in data, not emotions.
Emotions are the glue for learning,but data lead us to what needs to
be learned to be future proved.
So step two is stop looking backward.
Base your decisions in businessonly on the future benefits versus
(16:15):
the opportunity costs, right?
So in one tangentially related episodeof my Postdoc Transformation show, I said
that the is a reason why the back mirroris smaller than the whole front window.
Right.
And maybe you wanna listen to thatrather for, you know, mindset addressing
reasons, that is episode 58, creating atime capsule as linked in the show notes.
(16:40):
All right.
Let's go to the third and final cognitivetrap, which is the anchoring bias.
So this one is particularly relevant forpremium service-based businesses, and
it's the primary reason, why many of youaren't charging what you're truly worth.
The anchoring bias is when an arbitrarynumber, a previous price you charge,
(17:00):
a competitor's low ball rate, or eventhe first salary you made, gets stuck
in your head and unfairly dictates yourcurrent high value pricing decisions.
And that initial number becomes the anchorand it pulls your rational price down.
It's a huge threat toyour return on investment.
And I fell, of course, victim to that.
(17:22):
When I started my coaching business,I was still mentally anchored to a
price point that made sense for a gradstudent or a scientist leaving their job.
Even though I had years of highlevel IT strategy, consultant
experience from Accenture.
That low price point was actuallynot worth my time and did not
reflect my massive opportunity costs.
(17:43):
I realized that I had to use myexperience in business to fix this.
Fortunately, in my time at Accenture,I was tasked to derive, print and
turn in the bills for our consultingservices for the whole team.
So I knew the billable chargeable hours.
I knew the hours claimed, and mostimportantly, I knew my worth for my
(18:06):
client, also in comparison to my teammembers and my supervisors, that was
such a valuable anchoring experience.
And additionally, I learned to go afterthe chief level clients because that
would immediately increase the valueof my time build and also the chance
to be extended when less valuableconsulting work was to be stopped.
(18:30):
To cut the story short, today I teachmy students the importance of A, B, C
customer categorization and the Paretoprinciple, that's the 20% of the
clients who bring in 80% of the revenue.
So my pivot was to realize I neededto only attract and nurture A
customers, the premium sales businessowners who earn a lot, the one trust
(18:54):
based sale and are looking for adone for them premium solution.
The effort for me is similar, but thefinancial lever is dramatically different.
This new premium client group allowedme to set a new high value anchor,
the value of my time and the massivereturn on investment I provide.
My video podcast is essential here becausepremium clients buy trust, expertise, and
(19:19):
a unique point of view, not low prices.
By positioning my expertise throughmy show, I instantly established
my high value anchor making thelow price competitors irrelevant.
Successfully implement this pivot,you need two things, a professional
gateway and performance data.
So the professional gateway iswhat I use to pre-qualify my A
(19:42):
customers and set that high valueanchor from the first interaction.
I use TypeForm for my qualificationservice and onboarding forms.
The beautiful design, the clear andconditional logic, the streamlined user
experience scream premium, and filterout tire kickers who are only anchored
to low prices or getting things for free.
(20:03):
It is an automated gatekeeper.
I choose to serve them for freevia a video podcast because
negotiating low prices is awaste of my time, to be honest.
And once you land your premium clients,you need to track the performance of your
entire marketing system to rationallyjustify the premium price you are asking.
(20:24):
This is where Metricoolis a powerhouse for you.
It not only lets me schedule and postautomatically on all my social media
platforms, it also pulls the datafrom all your social media platforms
and your website into one place.
I don't look at my Facebookcomments on Facebook.
I look at all my comments from all mysocial media platforms within Metricool,
(20:46):
it shows you exactly which social clipsare resonating, which platforms are
driving your most qualified traffic, likeLinkedIn versus Instagram versus TikTok.
So, The direct impact of your longgame trust and your short game sales.
This data becomes the unshakeablefoundation for your high value anchor.
(21:11):
So step three is stop lettingpast expectations or low cost
competitors set your value.
Use your expertise to define yourA customer and set a new high
value anchor based on the return oninvest you deliver for your client.
I honestly love my video podcastingsystem Creating Reorganized because this
is where the principles we discussed,the 60 40 rule, escaping sunk costs,
(21:37):
setting a premium anchor, come together.
My Creating Reorganized show is a showroomlike my PostdocTransformation Show.
It's a sales agent 24 7, 365,and the brand builder all in one.
To achieve this low burnout,high return on invest machine,
you don't need a thousand tools.
(21:57):
You just need a simple, powerful,and integrated ecosystem.
And this is the Creating Reorganizedtech stack chosen specifically
because all the tools I chose solvethe business owner's problems, cost
effectiveness, simplicity, and scale.
These tools are your automation agents.
They replace hours of manualeffort and guesswork with precise,
(22:21):
repeatable, and scalable workflows.
This is how you reclaim your time toprioritize your family, your hobbies,
and your life, just like I do withmy professorship, picking up by kids,
learning with them for their school.
So let's quickly runthrough the essential tools.
Let's start with Podbean.
This is your simple all-in-one platformfor reliable hosting and distribution
(22:45):
to all major podcast players.
It makes complex hostingand monetization easy.
It allows for both free and premiumcontent tying directly into the episode
six, where we talked about the strategiesof mixing free content versus paid offers.
And then we have Descript.
This is your key to the 60 40 rule.
(23:06):
It's AI powered video editingfor fast content atomization.
It's essential for avoiding the burnoutof creating content from scratch
for every social media platform.
And then we have ActiveCampaign,which is your powerful data rich
customer relationship management.
It tracks the A customer journey frominitial video podcast consumption
(23:29):
engagement to paid conversion, fightingthe sunk cost fallacy with cold hard data.
And then we have Typeform, thisgives you the professional gateway.
It uses beautiful design andconditional logic to set your
premium anchor and pre-qualify thoseA customers right from the gate.
Then we have Metricool, which isyour unified analytics dashboard.
(23:52):
It pulls data from all your socialmedia platforms and website providing
the objective rational evidenceneeded to break both the anchoring
bias and sunk cost And then
if you wanna host ane-course, use Thinkific.
This is your easy platform for hostingonline courses, digital products, and also
(24:12):
showing how you care for your community.
It's perfect for building the scalablelong-term revenue stream for your
premium offers that you discussedwhen setting your high value anchor.
So this system is built for resilience,networking, and leveraging technology.
And speaking of leveraging technology,this science, all the strategy and
(24:33):
all this tech stack integration,it's what I do every day for myself
and that's what I'm buildingfor a select group of clients.
If you are an established businessowner who can afford a premium
white label service done for youto market your business, and you
are looking to scale, we see you.
We know you need brand awareness,consistent content creation and lead
(24:56):
generation, but you don't have timeto master all this science and tech.
We are putting the final strategicpieces in place for the Creating
Reorganized podcasting service.
We handle the entire scientific workflowfor you, from strategy to production,
to distribution and funnel setup, wesolve the, I don't have time, the, I
(25:16):
don't know where to start, and the Ineed professional quality problems.
We're offering a unique, supportive,cutting edge premium service.
Keep an eye out on our pagesfor the launch details.
I haven't launched it yet.
But you wanna be on my wait list.
So let's quickly review the threeconcepts that we have just covered
(25:41):
to stop your marketing burnout.
Ditch the burnout by embracingthe 60 40 rule and anchor your
creative effort to the long game.
Brand building of your video podcast,you can escape the sunk cost fallacy.
You need to use data like fromActiveCampaign or another customer
relationship management tool.
(26:01):
To focus on opportunity costs,you need to ditch the doubt.
Break the anchoring bias by definingyour premium A customer, and setting your
value based on their return on invest.
So remember, your unique brand voiceand point of view are your strongest
assets against the AI content inflation.
Your personal story is the trust shortcut.
(26:24):
That leverages thosepsychological heuristics.
To continue your learning and build yourfoundation, go back and listen to related
deep dives like episode number four, onseasonal strategies to avoid burnout.
Number one on why you need a videopodcast to build trust and boost sales.
And number six on the best mix offree content versus paid offers.
(26:46):
May be also number nine becausewe're talking about AI here on how
to balance human and AI efforts.
Every episode is a step towardmaking your business work for your
life, not the other way around.
And our next episode 16 next weekwill be our season two finale.
Woo-hoo.
It's called Future Proof Your Business.
(27:07):
How to turn your personal brand into anautomated sales machine, so stay tuned.
Until then, we wish you ahappy Creating Reorganized
according to your vision of life.
Do you wanna start your own side businessas a runway for your better future?
Then you will benefit from ourfree business readiness quiz
(27:29):
as linked in the show notes.
Are you a small business ownerand wanna create sustainable
marketing and sales content?
Try video podcasting aboutyour service or product.
Like I do in my PostdocTransformationShow, I'm a mom of two kids in
school and a professor and I haveno time to lose running my business.
And if you also wanna save time andenergy, you is adopted evergreen strategy.
(27:53):
You can easily derive count asvaluable social media content from
just one video podcast episode.
You can quickly attract a broad audience.
Across many social media platforms andthen nurture them into leads and clients
in their ears and emails while youlive according to your vision of life.
Let me teach you creating reorganized.
If you're ready to dive in andstart your own podcasting journey,
(28:17):
I highly recommend checking outthe tools I mentioned earlier.
Podbean, Descript, TypeForm,ActiveCampaign, Thinkific and Metricool.
Each of these services has mademy podcasting business experience
smoother and more efficient, and Itrust that they can help you too.
Thank you for listening toour Creating Reorganized show.
If you found this episode.
(28:38):
Helpful.
Please subscribe, share it withyour business friends, and leave
a on your favorite podcast player.
Your feedback helps me as a smallbusiness owner to serve more
small business owners for free.
So thank you.
I'm your host, Prof. Dr. EleonoreSoei-Winkels, and now I wish
you a happy creating reorganizedaccording to your vision of life.
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