May 5, 2025 • 29 mins
Ever felt like you need to become a social media star to succeed in your business? During a recent crawfish boil in Texas, I met a debt coach we'll call "Jill" who perfectly embodied this common struggle. Despite having incredible expertise and genuine passion for helping people escape the devastating cycle of debt, Jill was hitting a wall with client acquisition because of her strong aversion to social media platforms.
This conversation sparked a powerful question worth considering: If you had the cure for a serious problem (like cancer, or in Jill's case, debilitating debt), but disliked Facebook, would you simply refuse to use an effective channel to reach those who desperately need your help? The reality is that marketing discomfort often creates an unnecessary barrier between skilled professionals and the very people they're meant to serve.
The good news? You don't need to dance on TikTok or expose your personal life to build a thriving client base. The tiny offer strategy provides an elegant solution for the social-media-averse professional. By creating a small, low-risk product (typically $7-$17) and promoting it through minimal ad spend, you can build a list of actual buyers who have already demonstrated their willingness to invest in solutions. These buyers are far more likely to convert to higher-ticket coaching services when appropriately followed up with.
What makes this approach particularly valuable is its flexibility. You can build your business behind a brand identity rather than your personal image—using a cartoon avatar or focusing on the transformation you provide. The goal isn't to make significant profit from the tiny offer itself but rather to break even on advertising while creating a bridge between cold traffic and high-ticket sales.
Perhaps most importantly, this strategy forces us to examine what's really behind our marketing resistance. Are we taking a principled stand, or are we simply afraid of failure, criticism, or visibility? Understanding these underlying factors can help us make more intentional decisions and potentially overcome limiting fears that keep us from fulfilling our mission to help others.
Ready to start? Create a simple yet valuable tiny offer based on expertise you already possess, test it with minimal ad spend, measure results, and continually refine your approach. Need support? Join our free VIP forum at vipmarkmason.com where I'll personally answer your questions.
Resolutions off the rails? You’re not alone. But there’s still time to turn things around. The ALIGN Productivity Challenge is a proven system to help you achieve your goals in just 90 days—no fluff, no overwhelm. Head to AlignProductivity.com and start your comeback today.
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Episode Transcript
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Speaker 1 (00:00):
Episode 277 Late Night Internet Marketing.
This week on the Late NightInternet Marketing Podcast,
we're going to talk about acrawfish boil and specifically,
how you can find clients withouthaving to be a huge social
media star.
(00:20):
All this and more on the LateNight Internet Marketing Podcast
, the Late Night InternetMarketing Podcast, and now
broadcasting late at night froma little studio in the big state
of Texas, your host, mark Mason.
(00:43):
Hey, hey, hey, how is everyonedoing?
I am your host, mark Mason.
I've been having a beautifulmonth, really starting to get a
(01:03):
little rain, april showers andMay flowers and all that good
stuff coming to us here in thegreat state of Texas.
I hope wherever you are in theworld you're having an amazing
week, and this week I want totell you about my experience at
what was really a very nicecrawfish boil.
(01:24):
Now, if you're not from thesouth part of the United States,
you may not be familiar withcrawfish.
Crawfish, also called mud bugshere in the south, are the
shellfish that crawl around inthe rivers here in Texas and
mostly really in Louisiana, andyou can think of them kind of
(01:45):
like shrimp, a cross betweencrab and shrimp, and you eat the
tails and they're very popularfor parties.
You boil up a bunch of thesecrawfish, you cook them live
like you would a crab.
You boil them up with lots ofspices and seasoning, usually
with potatoes and corn, and youpour them out on a table and
(02:06):
everybody sits around and has agreat time talking, usually in a
backyard, with a lot of coldbeer.
It's a southern tradition and,again, I'm from Texas, but this
is especially popular inLouisiana and it's made its way
over here to Texas over theyears, and I was recently at a
(02:27):
really fantastic crawfish boilActually, it was crawfish and
brisket and cold beer one of myvery favorites, a beer from
Texas, shiner Bock.
We were having a really goodtime and I met a person that I
hadn't talked to before and Ifound out that she was in the
business of helping people,through coaching, deal with
(02:50):
their personal financial debt.
She's very passionate aboutthis topic and I won't tell you
her name, but we'll just callher Jill for the purpose of this
podcast, and we got to talking.
She didn't know that I wasinvolved with marketing as we
were talking, but it becameapparent that she was really
passionate about helping peopleand she is a certified coach in
(03:14):
helping people deal with issueslike personal finance and debt
and these sorts of thingshelping people break that cycle
of debt that so many people aregetting into and is particularly
relevant these days withinflation and the way the
economy appears to be going herein the United States at the
(03:34):
moment.
Jill was really in a positionto help a lot of people and, as
a certified coach, she enjoyedthe fact that the people who
certified her did send herclients from time to time, but
not enough clients, and shereally needed more clients.
Like a lot of coaches out there, jill needed leads.
(03:56):
This is a thing for allbusinesses everywhere.
You know, the purpose ofbusiness is to match buyers with
offers and convert them so youcan help them, and what Jill
said to me was she just neededmore clients really as simple as
that, and so I asked her.
(04:18):
You know, it seemed obvious tome that a great place to get
these kinds of clients would beon social media and using
traditional marketing techniques, like we talk about right here
on the Late Night InternetMarketing Podcast Not just
social media, but newslettersand those sorts of things just
(04:38):
having a strong online presence.
And the first thing that Jillsaid to me was I hate Facebook.
I just canceled my Facebookaccount.
I'm not a social media personand I thought, yeah, I
understand that.
I've heard that before and youknow it made me think, wow, what
(05:00):
can I do to help Jill and thepeople like Jill understand that
there are ways to get clientsfrom social media without having
to be social media obsessed,stuck on social media, without
having to be an influencer,because more and more I hear
(05:21):
this from people that they'renot interested in using
platforms like Facebook becausethey don't like those platforms
themselves, and I totallyunderstand that.
But of course, the challenge is, if that's where your customers
are, sometimes you need tofigure out exactly what you can
(05:42):
do about it, because really, inJill's case, it's all about the
visibility.
It's not about her talent.
She's a certified coach.
It was clear to me just fromtalking to her for a few minutes
that she's got what it takes tohelp people.
It immediately made me thinkthis problem with Facebook.
(06:02):
It made me ask this question Ifyou had the cure for cancer and
you didn't like Facebook, wouldyou say, oh, the heck with it?
The cure for cancer is moreimportant than the fact that I
don't like Facebook.
I'm going to go ahead and go onFacebook so I can help people
survive cancer.
Well, I'm going to tell yousomething Helping people survive
(06:22):
debt and that cycle that thatbrings on, that tears apart
families and causes justtremendous stress that often
leads to health problems and allkinds of other issues like
divorce.
If you could find a way to useFacebook, I feel like it might
(06:43):
be worth it, because really,what you need to find clients is
visibility, and the thing thatpeople object to which I still
think is a valid way to go isthis still works today is create
valuable content on socialmedia, build relationships with
(07:08):
people to develop that know,like and trust factor and be
really patient.
And in Jill's case, I don'tthink you need to expose
yourself as a person on Facebookin order to do this.
As a person on Facebook, inorder to do this, I think it's
perfectly legitimate to createan avatar, maybe a cartoon of
(07:32):
yourself, where you reveal yourfirst name, maybe only to
clients, until you get to knowthem, to the general public, as
it were and you present valuablecontent about how people can
get a hold of their debt.
I know that Jill knows thisfrom being trained in this area,
(07:52):
but there are people out therewith these problems that are
suffering silently becausethey're afraid to ask for help.
They're too embarrassed, theydon't want to let people know
that they've got this problem.
They feel like they should beable to solve it on their own
(08:13):
and they're trapped.
And what's great about socialmedia is especially now with
Facebook's ability to postanonymously in groups is that
you can have a group on socialmedia, on Facebook or your
Facebook page, and you can talkto people and you can create a
safe place for them.
(08:34):
Well, the reverse is true foryou too.
You don't need to put yourpicture on social media.
You can have a cartoon avatarthat you build and build your
whole brand around that.
For example, my wife has abrand called Ball Cap Mom at
ballcapmomcom.
That's how she got started onthe internet and it's a cartoon
(08:56):
person that looks sort of likeher that is wearing a ball cap,
because everywhere my wife goesshe's wearing a ball cap, a ball
cap, because everywhere my wifegoes she's wearing a ball cap.
Now she doesn't work on BallCap Mom much anymore because
she's 100% invested in herphotography business, but when
Paula was doing Ball Cap Mom,she was Ball Cap Mom, and I have
(09:18):
another friend in the debtindustry and she's all about
being a Latina debt personexpert.
She's not really about her name.
She's about the fact that shereflects the demographics of her
audience, so you don't have toput yourself out front and
center in the brand you canbuild around that.
(09:40):
Of course, the challenge withthese classic organic growth
approaches is they take time,but you can definitely put
content out there to help peopleTrust building content like
helping people prepare, in thecase of debt, for a debt
snowball Like here's threethings you need to do before you
(10:02):
start your debt snowball and ifyou're not familiar with that,
that's a technique that peoplein the debt space teach.
In order to reduce debt, youstart with the smallest debt
first and then you retire thatdebt and take that payment and
put it on the next biggest debt,and so on and so on, and before
you know it, you're payinghundreds or thousands of dollars
(10:24):
a month off.
On credit cards, you couldcreate helpful content that
educates people about thedangers of credit card debt and
how double digit interest canreally explode on you and how
that thing that you didn'treally need in the first place
or that fancy meal that youprobably should have just stayed
(10:45):
home and cooked a hamburger butyou bought that $200 meal, how
that's going to end up costingyou $300 or $400.
And you can just create freevalue for people that causes
them to know, like and trust you.
These things aren't new, butthey are things that still work.
If you help people, it createsthis know, like and trust factor
(11:07):
and it makes people not onlywant to get more help from you,
but also it makes people want toreciprocate.
They feel good about giving youtheir hard-earned dollars
because they know you've alreadypaid it forward and given them
great content.
(11:28):
It forward and given them greatcontent.
But one thing that I think canreally work here and can
accelerate this and can mitigatethis needing to get out front
with something on a brand whereyou're posting on social media
every day and you're interactingwith people, is this tiny offer
strategy that we've beentalking about Now.
(11:48):
I talked about this a couple ofweeks ago, but this is a
strategy where you have a smallproduct and you make that
product for sale.
So in the case of the debtspace, you might have a small
product that help people getstarted with the debt snowball
Maybe it's a debt snowballworkbook or something that can
(12:09):
really get them started and youadvertise that product, and the
goal of this is to break even onthe ads.
So you're not out there postingcontent, you're not responding
to a lot of people, you're notinteracting in Facebook groups
and doing all the things thatJill apparently doesn't like
very much about social media.
(12:30):
What you're doing is you'rejust running ads and they can be
run as your company.
You're running them under yourFacebook page and you don't
really need to be a part of that.
In fact, if you look at adsthat you see on Facebook, a lot
of times you just see theproduct or the offering.
You don't see anything aboutthe people behind the product,
(12:51):
and you can do it that way andthat helps you build a list of
buyers.
It helps you collect email listsand then you can upsell those
people, once they buy yourproduct, to your coaching.
You can check in on them andsay, hey, thank you for buying
my debt snowball worksheet andweek-long debt snowball
(13:13):
challenge or whatever it is.
How's it going?
I just want to let you knowthat I have these additional
resources available, so you canjust very naturally say hey, I
wanted to see how it's going.
If I can help you further,please feel free to sign up for
my higher ticket coaching.
So you know, for Jill, her tinyoffers could be the debt
(13:35):
snowball kit or maybe some kindof budgeting help.
You know, household budgetingis not all that easy.
Maybe you've got some templatesthat you've developed that you
use in your normal coaching thatare easy for people to use, and
you could teach a quick $7class on that and then you coach
, then you upsell after that tothe higher value coaching offer.
(13:57):
Now this is a traditionalfunnel, but the magic of this is
is you try to balance this verytiny offer, very low risk for
your buyer, especially in thismarket of people with lots of
debt.
They've got financial troublein the first place, and so I
think it's important that you goin with a really, really low
(14:18):
price point, especially in thiskind of market, and you build
trust.
But you do it in a veryaccelerated way because people
are spending the money.
They're getting the result veryquickly.
They just heard about you intheir Facebook feed 20 minutes
ago and already they'vedownloaded your thing and
they're working on their debtsnowballer budget template and
(14:40):
getting those results veryquickly.
So this can be very effectiveand what it can do is it can
unlock, and what it can do is itcan unlock unlimited growth
potential for your business.
Basically, you're talking aboutan ad cost where your target is
zero.
Now, right at first, you don'tget to zero ad costs, but even
(15:13):
if you're only spending $5 a dayon ads, that could be a pretty
effective thing for you.
If that brings you one or twoor three or four new clients a
month five new clients a month,depending on how your business
works that could changeeverything for you over the
course of several months.
And it has these added benefitsthat it improves the trust
factor in your business, becausenot only are you creating new
clients, you're creating tens orhundreds or, in some cases,
thousands of people that havebought your $7 product and are
(15:37):
getting great results.
Those people are now on, maybeon your email newsletter.
You're staying in touch withthem.
They're referring clients toyou, telling their friends about
you.
This is a really good way togrow your business without just
dumping money on advertising.
That has a long indirect return.
(15:58):
The whole idea here really isthat sometimes it can be really
really hard to convert coldtraffic on Facebook into a high
ticket offer.
That's hundreds of dollars amonth or thousands of dollars a
month in debt coaching or anykind of coaching, but that first
conversion, that microconversion of $7 or $10 or $17,
(16:21):
that can be a lot easier and itcan get the ball rolling, as it
were, for you in your business.
So the other thing I would sayis getting back to Jill's
original objection of you know Idon't really like social media.
I'm not comfortable there.
I'd say social media is a tool,not a lifestyle.
You know you have to have ayellow pages mindset.
(16:42):
I say about social media, whenyou're using it in this way, you
really need to just think of itas a tool, like a business
directory.
This is just how you're gettingyour name out there.
You don't have to do the thingson social media that make you
uncomfortable, that you don'tlike, that you don't agree with.
You're just using it, in thisexample, as an advertising
(17:04):
platform and it's not anydifferent than putting an ad in
the newspaper, putting an ad inthe yellow pages.
It's just a client finder foryou and you don't need to be
dancing on TikTok in order to dothat.
You just need to place the adsand create the offer for those
ads.
Now there are lots of otherpaid traffic options that work
(17:28):
with self-liquidating offers,besides Facebook and Instagram.
Those include things likeTikTok.
Of course, there are Googlesearch-based ads, there are
Pinterest ads that you can tryout these days, and all of those
you can use this very small adbudget and tiny offer method
(17:50):
like we talked about.
Remember this tiny offer method.
The person who teaches this, ifyou want to learn more about
this, is Allie Burke, and Italked about that a couple of
episodes ago.
I ran into her at Social MediaMarketing World and just really,
really enjoyed her presentation.
She did a really good job and Ithink it applies particularly
(18:12):
to this case around social mediaads.
You know, one of the things weneed to talk about here that I
think is important is not justwhat you can do here, because I
think we've got lots of goodoptions for Jill.
I think anytime in business whenwe know we should be doing a
(18:32):
thing and that's the reactionthat I got from Jill is like,
yeah, finding clients on socialmedia makes sense and I really
need clients, but I don't wantto go on social media Anytime.
We've got that kind ofresistance that we're feeling in
our business, whether it'slaunching the new product or
(18:53):
trying out a new ad stream, likewe're talking about or engaging
with people in a certain way,whatever it is.
We need to unpack that andunderstand what the heck's going
on there.
I mean, I think when I hearthat as a coach, as a
performance coach, that's myimmediate instinct and that was
my instinct with Jill.
Now, it wasn't appropriate todo that.
We didn't have thatconversation at the crawfish
(19:15):
boil, right?
First of all, I had crawfishjuice up to my elbows and I was
stuffing my face, but you know,group settings aren't that great
sometimes for these kinds ofdeeper conversations.
But the question that I want toknow from Jill is well, why do
you feel that way about socialmedia?
What is it in your framework,what are you telling yourself
(19:40):
about social media that makesyou think that?
Are you telling yourself thatsocial media is bad for people?
Or you've got ideas aboutsocial media that make you not
want to be involved in it andyou're taking a stand?
Or is it more that you'reafraid of how you'll be received
(20:02):
on social media and you don'tfeel comfortable with the idea
that there might be people onthere that say mean things to
you or about you or about yourproduct?
Maybe you have this fear offailing visibly in front of so
many people.
I see that a lot People feelexposed on social media and they
(20:25):
have this fear, and the fear iswhat is causing the inaction.
And I got to ask you you knowwhat is really the worst thing
that can happen there?
So someone says something meanto you on Facebook and you block
them.
I mean, you delete the commentand you block them and you move
(20:45):
on.
I think what you'll find out,as is as you build an audience
on Facebook of people thatyou've really helped, you'll
find that there are so manypeople saying nice things about
the great things that you'redoing to help your community
that those occasional detractors, first of all, they'll get
clobbered by your true fans,which is always kind of fun for
(21:06):
me to watch.
And you, second of all, whocares?
Right, again, you're helpingcure the cancer of economics,
which is debt.
Right, you're rescuing peopleand their lives.
And who cares if somebody sayssomething mean or nobody likes
(21:27):
your Facebook post?
I mean, really, your objectiveis the mission of your business,
which is to help people, and tome, that should help you have
the courage to overcome the fear.
Now, I know it's not that easy,right, it's not that easy to to
overcome these things, butyou'll find that once you do it
(21:49):
over and over and over again,the courage grows.
And when you help people andyou get those email messages or
direct messages that say, hey,jill, you changed my life I mean
, occasionally I get thesemessages hey, I listened to your
podcast and that changedeverything I mean these things
(22:09):
make it all worth it.
And so, jill, I encourage youor, if you're like Jill, I
encourage you to reallyunderstand what's holding you
back in these moments whereyou're not wanting to do
something, you're feeling thatinternal resistance.
I want to encourage you toreally understand where that's
coming from.
It's okay if you're afraidthat's totally normal.
(22:30):
Or if you had a bad experience,I get it.
But to go forward withoutunpacking that and understanding
it and owning it and decidingwhat to do about it, I think
that's a mistake.
So here's your action plan.
If you're Jill, I think if youdon't want to create organic
content on Facebook and spendthe next year and a half
(22:51):
building an audience on Facebook, I think that's fine.
Create a tiny offer like Allieteaches over at tinyoffercom and
build a simple funnel and start$5 a day worth of ads and for
the people that leave theiremail address with you as part
of that funnel process, offerthem your product, which is
(23:12):
coaching right.
And if one out of every hundredpeople that you get to come to
your landing page takes you upon your coaching, that will be a
huge win for you and you canbuild an amazing business on the
basis of this and I thinkyou'll be really happy because
not only will you be helpingpeople and growing your audience
(23:33):
and growing whatever you decideto do, like an email list
you'll also be getting newclients, which is what you
needed in the first place.
But don't be overwhelmed by it.
It's a tiny funnel.
Do it in tiny steps.
Think about what the smallestthing you could do is that you
could do easily.
And if you're a coach and youalready got a coaching offer,
(23:57):
you're way ahead of most peopleand you probably already have
all the collateral you need.
Just take something that youalready have or do a little
webinar for somebody for yourmom, you know, or for your kids
and record that and make thatyour tiny offer and measure your
results.
Run ads, see what's working.
(24:19):
Allie teaches this reallysimple three day, $30 a day
method where she shows you howto test ads really inexpensively
on Facebook.
It's really fantastic.
And then make adjustments andkeep doing that until you find a
(24:47):
formula that works, and juststay in constant motion.
Make your plan, write it down,talk to ChatGPT, tell ChatGPT
what you're thinking, feed themthe transcript from this podcast
and then tell ChatGPT say, hey,I just listened to Mark Mason.
He was explaining this thing.
Here's the transcript.
Here's everything I can tellyou about my business.
(25:09):
Give me a plan to make thiswork and ChatGPT will generate
an action plan for you about mybusiness.
Give me a plan to make thiswork and ChatGPT will generate
an action plan for you.
Just like that.
This is a great way to useChatGPT and you can read that
action plan and you can say youknow what I like the first two
steps, but step three doesn'twork for me.
Let's reconfigure this so I cando it this way instead of that
(25:30):
way, or what else have you got?
And ChatGPT will work with youtirelessly and talk to you until
you two come up with a greatplan for you.
Go, take that action now.
And don't forget if you do this, you can accelerate your growth
with tiny offers.
But organic still works too,and I will tell you it's the
hidden benefit of the tinyoffers, because I think you'll
(25:54):
find, if you run this tiny offermethod, you're going to find
out that organic is going tobuild automagically and you're
going to end up with both, andthat's going to be great for you
because it's going to make itpossible for you to sustain your
business long-term.
So take action.
What's your tiny offer going tobe?
(26:14):
Create one this week.
Let me set that expectation aswell.
It shouldn't take you long tomake a simple lead magnet.
I'm thinking a week.
I could do it in a day.
So if I can do it in a day, youcan do it in a week.
Go do it now.
And if you need my help, if youwant my advice, head on over to
(26:37):
the VIP forum atvipmarkmasoncom.
It's free, and if you post amessage in there I will answer
you.
So if you've got a question,you want to talk to me,
vipmarkmasoncom Until next week.
(27:07):
Ciao to leave feedback for Mark, download special bonus content
, access the show notes and more.
See you there.
Until then, go and make somegreat progress on your internet
business one night at a time.
Episode 277 Late Night Internet Marketing.
This week on the Late NightInternet Marketing Podcast,
we're going to talk about acrawfish boil and specifically,
how you can find clients withouthaving to be a huge social
media star.
(00:20):
All this and more on the LateNight Internet Marketing Podcast
, the Late Night InternetMarketing Podcast, and now
broadcasting late at night froma little studio in the big state
of Texas, your host, mark Mason.
(00:43):
Hey, hey, hey, how is everyonedoing?
I am your host, mark Mason.
I've been having a beautifulmonth, really starting to get a
(01:03):
little rain, april showers andMay flowers and all that good
stuff coming to us here in thegreat state of Texas.
I hope wherever you are in theworld you're having an amazing
week, and this week I want totell you about my experience at
what was really a very nicecrawfish boil.
(01:24):
Now, if you're not from thesouth part of the United States,
you may not be familiar withcrawfish.
Crawfish, also called mud bugshere in the south, are the
shellfish that crawl around inthe rivers here in Texas and
mostly really in Louisiana, andyou can think of them kind of
(01:45):
like shrimp, a cross betweencrab and shrimp, and you eat the
tails and they're very popularfor parties.
You boil up a bunch of thesecrawfish, you cook them live
like you would a crab.
You boil them up with lots ofspices and seasoning, usually
with potatoes and corn, and youpour them out on a table and
(02:06):
everybody sits around and has agreat time talking, usually in a
backyard, with a lot of coldbeer.
It's a southern tradition and,again, I'm from Texas, but this
is especially popular inLouisiana and it's made its way
over here to Texas over theyears, and I was recently at a
(02:27):
really fantastic crawfish boilActually, it was crawfish and
brisket and cold beer one of myvery favorites, a beer from
Texas, shiner Bock.
We were having a really goodtime and I met a person that I
hadn't talked to before and Ifound out that she was in the
business of helping people,through coaching, deal with
(02:50):
their personal financial debt.
She's very passionate aboutthis topic and I won't tell you
her name, but we'll just callher Jill for the purpose of this
podcast, and we got to talking.
She didn't know that I wasinvolved with marketing as we
were talking, but it becameapparent that she was really
passionate about helping peopleand she is a certified coach in
(03:14):
helping people deal with issueslike personal finance and debt
and these sorts of thingshelping people break that cycle
of debt that so many people aregetting into and is particularly
relevant these days withinflation and the way the
economy appears to be going herein the United States at the
(03:34):
moment.
Jill was really in a positionto help a lot of people and, as
a certified coach, she enjoyedthe fact that the people who
certified her did send herclients from time to time, but
not enough clients, and shereally needed more clients.
Like a lot of coaches out there, jill needed leads.
(03:56):
This is a thing for allbusinesses everywhere.
You know, the purpose ofbusiness is to match buyers with
offers and convert them so youcan help them, and what Jill
said to me was she just neededmore clients really as simple as
that, and so I asked her.
(04:18):
You know, it seemed obvious tome that a great place to get
these kinds of clients would beon social media and using
traditional marketing techniques, like we talk about right here
on the Late Night InternetMarketing Podcast Not just
social media, but newslettersand those sorts of things just
(04:38):
having a strong online presence.
And the first thing that Jillsaid to me was I hate Facebook.
I just canceled my Facebookaccount.
I'm not a social media personand I thought, yeah, I
understand that.
I've heard that before and youknow it made me think, wow, what
(05:00):
can I do to help Jill and thepeople like Jill understand that
there are ways to get clientsfrom social media without having
to be social media obsessed,stuck on social media, without
having to be an influencer,because more and more I hear
(05:21):
this from people that they'renot interested in using
platforms like Facebook becausethey don't like those platforms
themselves, and I totallyunderstand that.
But of course, the challenge is, if that's where your customers
are, sometimes you need tofigure out exactly what you can
(05:42):
do about it, because really, inJill's case, it's all about the
visibility.
It's not about her talent.
She's a certified coach.
It was clear to me just fromtalking to her for a few minutes
that she's got what it takes tohelp people.
It immediately made me thinkthis problem with Facebook.
(06:02):
It made me ask this question Ifyou had the cure for cancer and
you didn't like Facebook, wouldyou say, oh, the heck with it?
The cure for cancer is moreimportant than the fact that I
don't like Facebook.
I'm going to go ahead and go onFacebook so I can help people
survive cancer.
Well, I'm going to tell yousomething Helping people survive
(06:22):
debt and that cycle that thatbrings on, that tears apart
families and causes justtremendous stress that often
leads to health problems and allkinds of other issues like
divorce.
If you could find a way to useFacebook, I feel like it might
(06:43):
be worth it, because really,what you need to find clients is
visibility, and the thing thatpeople object to which I still
think is a valid way to go isthis still works today is create
valuable content on socialmedia, build relationships with
(07:08):
people to develop that know,like and trust factor and be
really patient.
And in Jill's case, I don'tthink you need to expose
yourself as a person on Facebookin order to do this.
As a person on Facebook, inorder to do this, I think it's
perfectly legitimate to createan avatar, maybe a cartoon of
(07:32):
yourself, where you reveal yourfirst name, maybe only to
clients, until you get to knowthem, to the general public, as
it were and you present valuablecontent about how people can
get a hold of their debt.
I know that Jill knows thisfrom being trained in this area,
(07:52):
but there are people out therewith these problems that are
suffering silently becausethey're afraid to ask for help.
They're too embarrassed, theydon't want to let people know
that they've got this problem.
They feel like they should beable to solve it on their own
(08:13):
and they're trapped.
And what's great about socialmedia is especially now with
Facebook's ability to postanonymously in groups is that
you can have a group on socialmedia, on Facebook or your
Facebook page, and you can talkto people and you can create a
safe place for them.
(08:34):
Well, the reverse is true foryou too.
You don't need to put yourpicture on social media.
You can have a cartoon avatarthat you build and build your
whole brand around that.
For example, my wife has abrand called Ball Cap Mom at
ballcapmomcom.
That's how she got started onthe internet and it's a cartoon
(08:56):
person that looks sort of likeher that is wearing a ball cap,
because everywhere my wife goesshe's wearing a ball cap, a ball
cap, because everywhere my wifegoes she's wearing a ball cap.
Now she doesn't work on BallCap Mom much anymore because
she's 100% invested in herphotography business, but when
Paula was doing Ball Cap Mom,she was Ball Cap Mom, and I have
(09:18):
another friend in the debtindustry and she's all about
being a Latina debt personexpert.
She's not really about her name.
She's about the fact that shereflects the demographics of her
audience, so you don't have toput yourself out front and
center in the brand you canbuild around that.
(09:40):
Of course, the challenge withthese classic organic growth
approaches is they take time,but you can definitely put
content out there to help peopleTrust building content like
helping people prepare, in thecase of debt, for a debt
snowball Like here's threethings you need to do before you
(10:02):
start your debt snowball and ifyou're not familiar with that,
that's a technique that peoplein the debt space teach.
In order to reduce debt, youstart with the smallest debt
first and then you retire thatdebt and take that payment and
put it on the next biggest debt,and so on and so on, and before
you know it, you're payinghundreds or thousands of dollars
(10:24):
a month off.
On credit cards, you couldcreate helpful content that
educates people about thedangers of credit card debt and
how double digit interest canreally explode on you and how
that thing that you didn'treally need in the first place
or that fancy meal that youprobably should have just stayed
(10:45):
home and cooked a hamburger butyou bought that $200 meal, how
that's going to end up costingyou $300 or $400.
And you can just create freevalue for people that causes
them to know, like and trust you.
These things aren't new, butthey are things that still work.
If you help people, it createsthis know, like and trust factor
(11:07):
and it makes people not onlywant to get more help from you,
but also it makes people want toreciprocate.
They feel good about giving youtheir hard-earned dollars
because they know you've alreadypaid it forward and given them
great content.
(11:28):
It forward and given them greatcontent.
But one thing that I think canreally work here and can
accelerate this and can mitigatethis needing to get out front
with something on a brand whereyou're posting on social media
every day and you're interactingwith people, is this tiny offer
strategy that we've beentalking about Now.
(11:48):
I talked about this a couple ofweeks ago, but this is a
strategy where you have a smallproduct and you make that
product for sale.
So in the case of the debtspace, you might have a small
product that help people getstarted with the debt snowball
Maybe it's a debt snowballworkbook or something that can
(12:09):
really get them started and youadvertise that product, and the
goal of this is to break even onthe ads.
So you're not out there postingcontent, you're not responding
to a lot of people, you're notinteracting in Facebook groups
and doing all the things thatJill apparently doesn't like
very much about social media.
(12:30):
What you're doing is you'rejust running ads and they can be
run as your company.
You're running them under yourFacebook page and you don't
really need to be a part of that.
In fact, if you look at adsthat you see on Facebook, a lot
of times you just see theproduct or the offering.
You don't see anything aboutthe people behind the product,
(12:51):
and you can do it that way andthat helps you build a list of
buyers.
It helps you collect email listsand then you can upsell those
people, once they buy yourproduct, to your coaching.
You can check in on them andsay, hey, thank you for buying
my debt snowball worksheet andweek-long debt snowball
(13:13):
challenge or whatever it is.
How's it going?
I just want to let you knowthat I have these additional
resources available, so you canjust very naturally say hey, I
wanted to see how it's going.
If I can help you further,please feel free to sign up for
my higher ticket coaching.
So you know, for Jill, her tinyoffers could be the debt
(13:35):
snowball kit or maybe some kindof budgeting help.
You know, household budgetingis not all that easy.
Maybe you've got some templatesthat you've developed that you
use in your normal coaching thatare easy for people to use, and
you could teach a quick $7class on that and then you coach
, then you upsell after that tothe higher value coaching offer.
(13:57):
Now this is a traditionalfunnel, but the magic of this is
is you try to balance this verytiny offer, very low risk for
your buyer, especially in thismarket of people with lots of
debt.
They've got financial troublein the first place, and so I
think it's important that you goin with a really, really low
(14:18):
price point, especially in thiskind of market, and you build
trust.
But you do it in a veryaccelerated way because people
are spending the money.
They're getting the result veryquickly.
They just heard about you intheir Facebook feed 20 minutes
ago and already they'vedownloaded your thing and
they're working on their debtsnowballer budget template and
(14:40):
getting those results veryquickly.
So this can be very effectiveand what it can do is it can
unlock, and what it can do is itcan unlock unlimited growth
potential for your business.
Basically, you're talking aboutan ad cost where your target is
zero.
Now, right at first, you don'tget to zero ad costs, but even
(15:13):
if you're only spending $5 a dayon ads, that could be a pretty
effective thing for you.
If that brings you one or twoor three or four new clients a
month five new clients a month,depending on how your business
works that could changeeverything for you over the
course of several months.
And it has these added benefitsthat it improves the trust
factor in your business, becausenot only are you creating new
clients, you're creating tens orhundreds or, in some cases,
thousands of people that havebought your $7 product and are
(15:37):
getting great results.
Those people are now on, maybeon your email newsletter.
You're staying in touch withthem.
They're referring clients toyou, telling their friends about
you.
This is a really good way togrow your business without just
dumping money on advertising.
That has a long indirect return.
(15:58):
The whole idea here really isthat sometimes it can be really
really hard to convert coldtraffic on Facebook into a high
ticket offer.
That's hundreds of dollars amonth or thousands of dollars a
month in debt coaching or anykind of coaching, but that first
conversion, that microconversion of $7 or $10 or $17,
(16:21):
that can be a lot easier and itcan get the ball rolling, as it
were, for you in your business.
So the other thing I would sayis getting back to Jill's
original objection of you know Idon't really like social media.
I'm not comfortable there.
I'd say social media is a tool,not a lifestyle.
You know you have to have ayellow pages mindset.
(16:42):
I say about social media, whenyou're using it in this way, you
really need to just think of itas a tool, like a business
directory.
This is just how you're gettingyour name out there.
You don't have to do the thingson social media that make you
uncomfortable, that you don'tlike, that you don't agree with.
You're just using it, in thisexample, as an advertising
(17:04):
platform and it's not anydifferent than putting an ad in
the newspaper, putting an ad inthe yellow pages.
It's just a client finder foryou and you don't need to be
dancing on TikTok in order to dothat.
You just need to place the adsand create the offer for those
ads.
Now there are lots of otherpaid traffic options that work
(17:28):
with self-liquidating offers,besides Facebook and Instagram.
Those include things likeTikTok.
Of course, there are Googlesearch-based ads, there are
Pinterest ads that you can tryout these days, and all of those
you can use this very small adbudget and tiny offer method
(17:50):
like we talked about.
Remember this tiny offer method.
The person who teaches this, ifyou want to learn more about
this, is Allie Burke, and Italked about that a couple of
episodes ago.
I ran into her at Social MediaMarketing World and just really,
really enjoyed her presentation.
She did a really good job and Ithink it applies particularly
(18:12):
to this case around social mediaads.
You know, one of the things weneed to talk about here that I
think is important is not justwhat you can do here, because I
think we've got lots of goodoptions for Jill.
I think anytime in business whenwe know we should be doing a
(18:32):
thing and that's the reactionthat I got from Jill is like,
yeah, finding clients on socialmedia makes sense and I really
need clients, but I don't wantto go on social media Anytime.
We've got that kind ofresistance that we're feeling in
our business, whether it'slaunching the new product or
(18:53):
trying out a new ad stream, likewe're talking about or engaging
with people in a certain way,whatever it is.
We need to unpack that andunderstand what the heck's going
on there.
I mean, I think when I hearthat as a coach, as a
performance coach, that's myimmediate instinct and that was
my instinct with Jill.
Now, it wasn't appropriate todo that.
We didn't have thatconversation at the crawfish
(19:15):
boil, right?
First of all, I had crawfishjuice up to my elbows and I was
stuffing my face, but you know,group settings aren't that great
sometimes for these kinds ofdeeper conversations.
But the question that I want toknow from Jill is well, why do
you feel that way about socialmedia?
What is it in your framework,what are you telling yourself
(19:40):
about social media that makesyou think that?
Are you telling yourself thatsocial media is bad for people?
Or you've got ideas aboutsocial media that make you not
want to be involved in it andyou're taking a stand?
Or is it more that you'reafraid of how you'll be received
(20:02):
on social media and you don'tfeel comfortable with the idea
that there might be people onthere that say mean things to
you or about you or about yourproduct?
Maybe you have this fear offailing visibly in front of so
many people.
I see that a lot People feelexposed on social media and they
(20:25):
have this fear, and the fear iswhat is causing the inaction.
And I got to ask you you knowwhat is really the worst thing
that can happen there?
So someone says something meanto you on Facebook and you block
them.
I mean, you delete the commentand you block them and you move
(20:45):
on.
I think what you'll find out,as is as you build an audience
on Facebook of people thatyou've really helped, you'll
find that there are so manypeople saying nice things about
the great things that you'redoing to help your community
that those occasional detractors, first of all, they'll get
clobbered by your true fans,which is always kind of fun for
(21:06):
me to watch.
And you, second of all, whocares?
Right, again, you're helpingcure the cancer of economics,
which is debt.
Right, you're rescuing peopleand their lives.
And who cares if somebody sayssomething mean or nobody likes
(21:27):
your Facebook post?
I mean, really, your objectiveis the mission of your business,
which is to help people, and tome, that should help you have
the courage to overcome the fear.
Now, I know it's not that easy,right, it's not that easy to to
overcome these things, butyou'll find that once you do it
(21:49):
over and over and over again,the courage grows.
And when you help people andyou get those email messages or
direct messages that say, hey,jill, you changed my life I mean
, occasionally I get thesemessages hey, I listened to your
podcast and that changedeverything I mean these things
(22:09):
make it all worth it.
And so, jill, I encourage youor, if you're like Jill, I
encourage you to reallyunderstand what's holding you
back in these moments whereyou're not wanting to do
something, you're feeling thatinternal resistance.
I want to encourage you toreally understand where that's
coming from.
It's okay if you're afraidthat's totally normal.
(22:30):
Or if you had a bad experience,I get it.
But to go forward withoutunpacking that and understanding
it and owning it and decidingwhat to do about it, I think
that's a mistake.
So here's your action plan.
If you're Jill, I think if youdon't want to create organic
content on Facebook and spendthe next year and a half
(22:51):
building an audience on Facebook, I think that's fine.
Create a tiny offer like Allieteaches over at tinyoffercom and
build a simple funnel and start$5 a day worth of ads and for
the people that leave theiremail address with you as part
of that funnel process, offerthem your product, which is
(23:12):
coaching right.
And if one out of every hundredpeople that you get to come to
your landing page takes you upon your coaching, that will be a
huge win for you and you canbuild an amazing business on the
basis of this and I thinkyou'll be really happy because
not only will you be helpingpeople and growing your audience
(23:33):
and growing whatever you decideto do, like an email list
you'll also be getting newclients, which is what you
needed in the first place.
But don't be overwhelmed by it.
It's a tiny funnel.
Do it in tiny steps.
Think about what the smallestthing you could do is that you
could do easily.
And if you're a coach and youalready got a coaching offer,
(23:57):
you're way ahead of most peopleand you probably already have
all the collateral you need.
Just take something that youalready have or do a little
webinar for somebody for yourmom, you know, or for your kids
and record that and make thatyour tiny offer and measure your
results.
Run ads, see what's working.
(24:19):
Allie teaches this reallysimple three day, $30 a day
method where she shows you howto test ads really inexpensively
on Facebook.
It's really fantastic.
And then make adjustments andkeep doing that until you find a
(24:47):
formula that works, and juststay in constant motion.
Make your plan, write it down,talk to ChatGPT, tell ChatGPT
what you're thinking, feed themthe transcript from this podcast
and then tell ChatGPT say, hey,I just listened to Mark Mason.
He was explaining this thing.
Here's the transcript.
Here's everything I can tellyou about my business.
(25:09):
Give me a plan to make thiswork and ChatGPT will generate
an action plan for you about mybusiness.
Give me a plan to make thiswork and ChatGPT will generate
an action plan for you.
Just like that.
This is a great way to useChatGPT and you can read that
action plan and you can say youknow what I like the first two
steps, but step three doesn'twork for me.
Let's reconfigure this so I cando it this way instead of that
(25:30):
way, or what else have you got?
And ChatGPT will work with youtirelessly and talk to you until
you two come up with a greatplan for you.
Go, take that action now.
And don't forget if you do this, you can accelerate your growth
with tiny offers.
But organic still works too,and I will tell you it's the
hidden benefit of the tinyoffers, because I think you'll
(25:54):
find, if you run this tiny offermethod, you're going to find
out that organic is going tobuild automagically and you're
going to end up with both, andthat's going to be great for you
because it's going to make itpossible for you to sustain your
business long-term.
So take action.
What's your tiny offer going tobe?
(26:14):
Create one this week.
Let me set that expectation aswell.
It shouldn't take you long tomake a simple lead magnet.
I'm thinking a week.
I could do it in a day.
So if I can do it in a day, youcan do it in a week.
Go do it now.
And if you need my help, if youwant my advice, head on over to
(26:37):
the VIP forum atvipmarkmasoncom.
It's free, and if you post amessage in there I will answer
you.
So if you've got a question,you want to talk to me,
vipmarkmasoncom Until next week.
(27:07):
Ciao to leave feedback for Mark, download special bonus content
, access the show notes and more.
See you there.
Until then, go and make somegreat progress on your internet
business one night at a time.
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