What if you could transform your content strategy to not only attract your dream clients but also substantially boost your revenue? In this episode, we're spilling the tea on the Profitable Content Blueprint, a six-step strategy that'll turn your content into a cash cow. We're talking about reverse engineering your sales process, setting clear profit goals, and building relationships that last + a free template so you can download and implement right away!
Plus, we've got some juicy listener questions and an exciting announcement about uncovering your God-given business purpose. So, grab your notepad, and get ready to transform your content strategy!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Familia, this episode is going to be TheMomcom.
If you've been following ourprofitable content series, this
is episode number two and we aregoing to be chatting all about
how to actually create aprofitable content game plan.
That's right.
We're going to talk about howdo you reverse engineer the
process of selling through yourcontent not just chasing
(00:24):
algorithm, not just chasingfollowers.
Not just chasing followers, notjust getting more engagement,
but actually attracting buyers,as in cold, hard cash for your
bottom line.
It's going to be an awesomeepisode that you're going to
want to save and refer to andeven share it with your business
friends so that they can alsostart generating a lot of
(00:46):
revenue from their content,instead of just chasing vanity,
right Chasing and dancing forthe algorithm.
We don't want to do that.
We want to get really specificand profit on purpose.
Speaker 2 (00:58):
So let's get into the show welcome to the business
lounge podcast where each week,we unpack the hottest online
marketing and businessstrategies so you can grow your
business, increase your bottomline and make a bigger impact.
(01:20):
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (01:30):
All right, familia.
So if you have been catching upwith our previous episode, we
talked about how this whole idea, this whole notion that more
followers equals more dollars,is totally upside down and, more
importantly, what you should befocusing on instead.
I gave you three specificaction stabs, three areas to
(01:52):
focus your time and attention.
That will definitely generateway more ROI than simply chasing
more fame, more popularity,without having the intention of
attracting more clients andcustomers, and so the response
to that episode was actuallypretty amazing.
If you have not caught you knowthat episode, definitely check
(02:15):
it out.
We'll link it below in thedescription box.
But so many of you wrote in.
You asked questions.
You had, you know, ideas forfuture episodes, and two of the
people who wrote in I absolutelyloved.
I wanted to give Lisa andAlison a shout out, and Lisa
wrote in and said hello, kim,nice to meet you over here.
I've been following you onYouTube for a while and your
(02:36):
videos have helped in my workfor social media content
creation and management Forcontacts.
I've been working as a freelancevirtual assistant for some
years doing content creationwork and I've been transitioning
to social media management.
In the long term, I'd like toscale up and offer services for
content marketing and strategy.
However, I'm currently feelingstuck with my services.
I mainly work on Instagrammanagement and I'm overwhelmed
(02:57):
with keeping track of accountand content metrics.
I'm constantly hustling tocreate valuable content that
drives traffic for my clientsand trying to stay updated with
the latest trends and algorithmchanges.
My main struggles are contentcreation that reaches potential
customers, making it difficultto convert followers, viewers
into customers, slash profit formy clients, and I'm also not
(03:18):
sure how to optimize the accountmetrics.
So, lisa, this episode I'mgoing to go, and actually I know
our team reached out to you andwe mentioned that we'd love to
feature you in our upcoming DearKim series, where you have a
bunch of really great questionsI'd love to answer in more
detail, but this episode isgoing to be foundational for you
(03:39):
because it's going to answerthe first two questions that you
sent over how do you actuallycreate content that reaches
potential customers?
How do you actually convertthat content from just you know
more views, more traffic toactual leads and sales?
Thank you so much for writingin.
This was such an amazingquestion and we're going to
cover a big part of it intoday's episode.
(04:01):
Now, I also had some fan mailfrom the lovely Allison.
Allison, I love you, I know whothis Allison is and she's part
of the business lounge and hasbeen for a long time and I love
this request and we'redefinitely going to talk more
about it.
She says can you do aninspirational series on how we
have a God-given purpose for ourbusiness?
It is so inspirational when youbring that up and I feel super
(04:25):
motivated to work, kind of likeKaz from the Clutter Bug who
makes inspirational podcasts tohelp people clean.
Lol, I love it Absolutely.
That's a really great idea.
I ran it through our team andwe all agree that is such an
awesome episode series that wewant to create.
So stay tuned Once we switchout from our content creation,
(04:48):
we're going to tackle our dearKim and then we'll go into our
purpose driven series towardsthe end of the year as we get
ready to ramp up, you know, for,like new year, new business
plan, new content marketing.
It's going to be awesome.
So thank you guys so much forlistening to the podcast.
If you have questions, if youhave suggestions, there's going
(05:08):
to be a link below this episodeon any player that you listen to
, whether it's Apple Podcasts orSpotify or any other player,
like the podcast app, and itsays text me a question and if
you click there, it's going toactually take you to a text
messaging service that directlylands on our inbox and that way
(05:28):
we have a two-way conversation.
It's not just, you know me likehoping that this content is
resonating.
I see the downloads, which isawesome, but that's the only
thing that I have to go off ofto see if it's something that
you guys are interested in.
So highly, highly, highlyrecommend tuning in and also
(05:48):
asking questions via that fanmail.
It inspires me, helps me tokeep motivated and it does Chris
too.
Plus, I'd love it if you sharedthese episodes with a good
business buddy, a good businessfriend.
Listen, these are things that wehave experienced and coached
thousands of people through.
Over 33,181 customers we'veserved so far, and I cannot tell
(06:13):
you how, like.
90% of those people haveexpressed to us their
frustration with contentcreation.
And this is why we're creatingthis series because we want to
be able to help give people hope, help give them a different
outlook on content creation whatit should look like versus what
it actually feels like whenyou're scrolling on the newsfeed
(06:36):
, when you're scrolling throughthe algorithm and you're
comparing yourself as a smallbusiness owner, as an online
entrepreneur, to all of theseinfluencers, all of these
content creators, right, whomake content that is
astronomically amazing.
I mean, they're shooting frommultiple camera angles, they
(06:59):
have like ultra aestheticbackdrops or, if they're not,
they're like incredibly funny,incredibly charismatic, and it's
hard to compare yourself andnot feel incredibly intimidated.
You know, I hear fromentrepreneurs as well as
business owners in our coachinggroups constantly, as well as
you guys who write in andsubscribe to the podcast, where
it's intimidating out there.
It's kind of intimidating tocreate content, especially
(07:20):
because you're putting out youknow your work into the world to
be criticized, but at the sametime, because you're putting out
you know your work into theworld to be criticized but at
the same time, there's also alot that has changed the last
probably four to five years inthe business space and the
online business space, wherewe've shifted right completely
into thinking that, for somereason, we have to imitate, as
small business owners, whatinfluencers are doing and what
(07:41):
content creators are doing,because that's who dominates the
platforms, right?
That's what we're seeingconstantly, and so, of course,
we're going to model thatthere's no shame and there's no
judgment.
But I want to show you a betterway.
I want to show you how you canactually own your content game
as an entrepreneur.
Business owners like show upunapologetically as yourself,
(08:05):
and book more clients andcustomers.
At the end of the day, we'redoing content creation for one
purpose we want to serve otherpeople and we want to close more
business.
We're not doing it as a hobby.
We're not doing it because it'san artistic expression.
We're not doing it because it'sfun and it's cute and it makes
us feel good and it boosts ourego and gives us a dopamine hit
(08:26):
although all those things can begood, right.
We're doing it because we havea mission.
We have a purpose.
To Allison's point right, wewere put on this earth with a
God-given mission.
He's given us gifts that we areto use in the service of others
, and that means that we need toget really good at being
(08:47):
effective communicators,effective marketers, effective
content creators that reallyintentionally speak to our ideal
clients and our ideal customers, that make them, in turn, say
hey, oh, my gosh, like I'mraising my hand over here
because that spoke to me.
I need more of you, I need moreof this, I need more of that.
(09:09):
How do I get into your world?
How do I buy?
How do I book right?
How do I make a purchase?
That's what content is supposedto do.
It's supposed to build arelationship, serve people at a
higher level and welcome andcall up the people that you are
meant and called to serve.
That's so important, and Ithink we've lost sight of that,
(09:32):
as we've gotten kind of lostright In this idea that content
creation is something that wehave to constantly put out for
the sake of looking popular,famous, fill in the blank, right
.
Whatever that is for you,whatever that is that you feel
your Instagram feed is callingyou to do, whether it's
(09:55):
documenting your life or feelinglike you have to show up as
someone who you are not, ormaybe it's.
You know, feeling the pressureto just put out perfectly
curated posts that reflect yourwork can be challenging and
stressful and hard.
So we're going to take all ofthat away.
(10:15):
Today.
We're going to talk about howdo you actually have a plan for
creating content that is aprofit focused and when I say
profit focus, a lot of um, I'mjust going to say it like it is,
guys, I'm just going to say it.
I'm sorry.
I hope that you give me grace onthis one, but we've gotten real
soft, like we just gotten softwhen it comes to the word profit
(10:38):
.
Like Ooh, what is profit?
I don't, that doesn't sit wellwith me.
I get people telling me thatall the time.
I'm just like grow up y'all,like get a clue.
We are in business.
You have pun intended.
No business calling yourself anentrepreneur or small business
(10:59):
owner If you think the wordprofit is icky.
You think the word profit isicky.
Grow the heck up.
Like, in what world is thatsupposed to be a bad thing?
Now, our culture hasindoctrinated us into thinking
that profit is a problem, andit's not.
Profit is a vehicle.
(11:19):
Okay, it's how you actuallyaffect change in the world.
And the reality is that stemsinto money, mindset problems and
the idea that you actuallygenerating an income as an
exchange of value, becauseyou're helping other people,
because you're giving thembreakthrough, is an issue, is a
problem.
(11:39):
It's like you selling out andit's like no, no, no, no, no, no
, no.
Let's be very clear Profit isan exchange of value.
Okay, we've gotten into thishorrible habit in our world to
think that you know companiesthat make it and are profitable
are greedy and sometimes theyare like there's awful companies
and there's awful businessowners.
There's awful entrepreneurs whodon't have any integrity and
(12:02):
are selling snake oil and aretricking people into doing
business.
But listen, that never endswell, that never actually works
sustainably for a long period oftime.
And the reality is that moneyand profit is neutral, right, it
just matters who it's in thehands of.
So, if it's in the hands ofsomeone who has integrity, it's
(12:24):
a vehicle for positive impactand change and lifting people up
and creating opportunities andjobs and creating financial
stimulus in our communities.
If it's in the wrong hands,then it is a tool for
destruction.
It can be a tool fordestruction, but we have to heal
our relationship with money,our relationship with profit,
(12:47):
before we're actually ready tobuild a business, a profitable
business, and so we're gonnatalk more about money mindset.
And how do you actually jump outof this crazy idea, right, this
ideology?
That's the word, the ideologythat's become super popular
(13:07):
right now, to say that profit isa bad thing.
And of course, of course wedon't want to be associated with
greed and anything related tonot, you know, running your
business in integrity.
But that doesn't mean that theword itself or the idea of
profitability, is wrong.
So we're going to talk aboutcreating profitable content.
I know, I know that's a verylong prelude, but I thought I
(13:30):
need to address it because I'vegot enough people pushing back
on this idea that we need tochange y'all.
We need to grow up, we need tomature as entrepreneurs.
And so I have no problembecause today I'm going to walk
you through the profitablecontent blueprint.
Yes, I said it profitable, andI'm unapologetically for profit.
I think we all should be.
If we're not, we're kind of inthe business of having a charity
(13:54):
, and that's fine if that's yourgame.
But that's not what thispodcast is about.
And so let's talk about the sixsteps, right, the six elements
of a profitable contentblueprint.
So I'm going to walk youthrough these and kind of give
you ideas for how you could beimplementing them.
But if you want to follow alongwith me, you want to actually
(14:14):
download a fillable PDF that theteam and I have created for you
.
Definitely text us the wordblueprint.
That's the word blueprint, asin B-L--498-2080.
That's 866-498-2080.
(14:35):
Again, that's the wordblueprint.
And if you're in the UnitedStates, we will send an
automated text message with thePDF link Now, if you're not in
the United States, it's totallyokay.
Just message our chat over onour website,
(14:56):
kimberlyinhumanistcom, and ourteam will send that out to you
directly.
This is because, guys, we don'thave a landing page yet.
This is brand new, for ourpodcast insiders only, and so
this is kind of behind thescenes.
When we have it ready, we willactually have a landing page for
you guys, but for right now, Ijust wanted to do it quick and
easy, and that's the easiest wayof getting it to you.
(15:18):
So, number one, I want you tostart with your profit goals.
This is the first thing.
Essentially, what we're doinghere is we're reverse
engineering the entire processof creating content and
acquiring a customer right.
This is called, in businessterms, customer acquisition, and
so, when we start with ourprofit goals, we wanna get clear
(15:39):
on two things very important.
Number one how much money doyou want to make, right?
How much money do you wannamake?
This is different than how muchmoney you're going to pay
yourself, and I just got off,literally today, the entire
profit plan workshop.
This is I was teaching part twoand I was talking to my members
(16:00):
about how do you actuallyfigure out your business
finances.
I'm not going to go into all thedetail here because we just
don't have the time.
So you got to get in thebusiness launch, but it's really
important that you have an ideaof what your business expenses
are, how much you want to payyourself, and that helps to
inform how much money you wantto be making every month and
(16:22):
every year.
Number two is how manycustomers you need to close to
hit that milestone, and soyou're going to do something
really simple.
I know sometimes numbers can bea little intimidating, but
we're going to break it all downfor you so it's super easy to
follow.
So we're going to pull out ourhandy dandy calculator and we're
(16:44):
going to type in and have anidea of how much expenses, how
many expenses we have as abusiness.
Let's say that that's a thousanddollars a month Roughly.
This doesn't have to be to, youknow, the dollar, to the cent
or anything like that, just anestimate.
And then let's say that we wantto pay ourselves $6,000 a month
as an example, right, thiscould be you want to pay
(17:05):
yourself $20,000 a month, or$30,000 or $50,000 a month, or
you might have a very you youknow simple budget and you just
want to pay yourself twothousand.
Doesn't matter what your goalis, the strategy is still the
same.
So we have a total of seventhousand dollars.
That's, at minimum, what wewant to be making every single
(17:25):
month.
Now the second important item tofigure out is your offers.
So that is step number two.
But step number two ties inwith step number one, because
this is where we figure out whatkind of offers do you have and
what are those offers pricepoints so that we can figure out
(17:48):
how many customers you need toclose every month or every year
in order to hit your specificgoal.
So let's say that you're aservice provider like Lisa and
you charge a thousand dollars amonth for social media
management.
As an example, right?
We're going to divide thatseven thousand dollar mark,
right?
Divided by one thousand, thatmeans that Lisa needs to have
(18:11):
seven clients every month,because social media management
is usually a continuity offer,meaning she'll likely have
clients who don't just sign upfor the first month but pay her
consistently $1,000 a month.
Then she doesn't have to worrynecessarily about signing new
clients every month, unless aclient cancels or their contract
(18:34):
ends, right?
So you want to figure out whatyour business model looks like
For some of you.
You need to close at X amount ofclients every single month in
order to because you know yourlife cycle of a client is short.
You need to close a client,maybe deliver on the project and
then find a new client.
Some of you have physicalproduct businesses and so
(18:57):
usually it's a one-time sort ofpurchase unless you re-engage
the client, right.
Some of you have membershipsand so you are in the course
creation kind of membershipspace and you know that you need
to add X amount of membersbecause you want to account for
churn, and what churn means isbasically how many people cancel
every month if you have amonthly membership, for example.
(19:19):
So you know that you need to.
Let's say that you need to add20 new members to your
membership to kind of offset the20 people that normally cancel,
and that gives you certainrevenue milestone.
This is how you reverse engineerthis process of getting clear
on your profit goals.
How much money do you want tomake, right?
(19:40):
And then how much is your offer?
Is it $100?
Is it $200?
Is it $500?
Is it $25?
Is it $25,000?
It really comes down to knowingyour numbers, and I talk about
this all the time because it'sso cute.
The numbers empower our profits.
(20:02):
They empower our marketing.
Without knowing the numbers,we're kind of just flying blind,
and we don't want to do that.
We want to be clear on whywe're doing things, how we're
managing our business and whywe're creating marketing to
begin with, and so I always likestarting off the conversation
about profitable content andprofits period with numbers.
(20:23):
What are your numbers tellingyou?
This is also going to give youa lot of insight into how do you
adjust pricing and what doesthat look like.
But that's all stuff that wecover inside of the membership
the business lounge and so I'dlove for you to check it out.
You can go to the businessloungeco that's the business
loungeco and see if we're openfor a moment.
(20:44):
We might just be and you mightbe able to get in there.
We talk about all of thesedetails how do you adjust
pricing, how do you adjustpositioning but I don't want to
get into all of that right now.
We want to stay focused on theblueprint, and so, as we head
into, we understand our profitgoals.
We know right, what are, howmany customers we need to close
to hit that goal.
Then we're going into theactual connection of our offers.
(21:09):
So this is the place whereyou're going to outline your
offers and you're going to say,okay, so I have service A,
service B and service C as anexample.
If you're a service provider,you probably have, you know,
anywhere from one to 10different services.
Usually, I see a lot of thesweet spot being three, and so
you want to outline that outwith its price point Awesome.
(21:31):
So you're clear on what youroffers are.
This is going to help youunderstand what you're selling
and have that top of mind.
Okay, I'm selling a serviceAwesome, maybe it's an SEO audit
, maybe it's, you know, webdesign, maybe it's fitness
coaching, maybe it's therapy.
Whatever your service is, haveclarity on the different things
(21:57):
you offer, because we offer alot of things sometimes and it's
hard for us to remember.
Oh yeah, like I probably shouldbe promoting this one service
or this one offer moreconsistently.
Now notice, I call it offersbecause offers are different
than products or services, inthe sense that you could combine
, potentially, an offer you knowthat includes a service and a
(22:19):
course like a hybrid offer.
Right, we do that a lot in ourbusiness.
We have services that also havea teachable component.
So, for example, our one-on-onecoaching clients inside of TBL
Coaching.
They get access to our groupcoaching tier, which is TBL Plus
, and also the Business Lounge,which is our membership.
(22:39):
A lot of that is educationaland content related, so it's
totally okay.
If you have courses, if you sellservices, if you have physical
products or a combination of allthree, just outline them.
This might actually sometimespeople get stuck in thinking
that they have to outline everysingle thing that they offer and
all the add on menus.
(23:00):
No, no, no, no, no.
Think about top three.
What are your most popularservices, your most popular
products, your most popularcourses, and then stick to those
instead of trying to promoteevery single thing that you do.
It's just going to be a littleoverwhelming, if you think about
it, to create content for everysingle service or offer that
you have.
Instead, narrow down on thosetop ones and then, as you get
(23:27):
good at connecting your contentto your offers and actually
closing more clients, it's goingto be a lot easier to add
different things on and you'regoing to just kind of naturally
be like oh, I want to promotethis this month and I want to
promote that this month, andthat makes it a lot easier to
you know kind of manage insteadof going with every single one
(23:49):
of your products all at once.
Now, if you are a productbasedbased business, you can
expand this to more than justtop three maybe your best
sellers and, of course, you canpost about other things, because
you have more grace andpermission to do that as a
product-based entrepreneur thanmaybe someone who sells
information, and so you're goingto have more frequency and so
(24:10):
you get to promote more offers.
But it's not something thatthere is necessarily a hard and
fast rule.
I usually tell people hey,start with your top three and
then go from there.
All right, so the next phase,the next step, is magnet.
Ok, so how are you going toattract your followers and
change the relationship fromfollower to lead, and do that
(24:33):
intentionally?
See, here's the thing.
There's this problem that I seeall the time with content
creation, and it's that there isno kind of next step for your
followers or the people thatfind you on your YouTube videos
or on your podcast, or on yourblog or Instagram, tiktok you
name it, wherever you'recreating content.
(24:53):
It's rare that people actuallyhave a plan for how they're
going to change the relationshipfrom follower to lead, and this
is really important becausesometimes and I've even noticed
my own content consumptionbehavior sometimes I will get so
(25:13):
mesmerized I think this happensto content creators a lot with
content creators that I willjust consume all their free
stuff and just consume andconsume, consume and never even
think about going to theirwebsite, never even thinking
about working with them, nevereven thinking about um joining
their email list.
Why?
Because they have not asked,because they haven't led me
(25:35):
through a path of changing myrelationship with them, and so
my relationship with them is youknow what did Susie post today
on shorts?
What did so-and-so personupload to their podcast?
And I just perpetually consumebecause I enjoy the show, I
enjoy the content, but I'm aspectator, right?
I'm not actually becoming apart of their brand, their
(25:55):
company.
Now I also have the oppositeexperience with a couple, a
handful of brands who areconstantly giving me the
opportunity to work with them,and this is people primarily in
the content creation space slash, online marketing, um, and
they're giving me amazingcontent that I absolutely devour
(26:19):
.
I love it, it's very relatable,and every single time I consume
a video, a podcast, I check outtheir Instagram.
They have clarity in terms ofhow they're going to convert me
into a lead and those are thepeople I do the most business
with.
Those are the people that aremy go-tos and I narrow down on
(26:39):
their content and rarely consumeanyone else's because I have I
feel like I have an establishedrelationship with them.
So that's your magnet step Now.
You've heard the term leadmagnet many times and that you
create as a bonus that leadspeople to implement your content
(27:18):
or practically apply yourcontent in exchange for their
name and email, the reason youwant to change the relationship.
It's kind of like if you invitesomeone out to coffee, right,
you're not asking them to marryyou on the first date, but if
you happen to see someone youknow consistently that maybe
(27:41):
you're interested in and this ismainly the dudes, right, like
this is kind of their job Thenthey're going to eventually
hopefully ask you out.
The problem problem is we nevermove on to the next step in the
relationship if you never ask.
And so this is a soft ask, it'ssomething simple.
(28:03):
It's not hey, buy my thing, hey, book a call, hey, hire me,
even though you want to do andask those things, and we're
going to talk about that, aboutthat, that specifically in step
six.
But it is a hey, download thisawesome checklist.
Hey, I created a specialtemplate for you.
Hey, here's this audio thatwalks you through this process.
(28:25):
Hey, sign up for my webinar.
Hey, sign up for my free class.
Magnet right Change therelationship on purpose.
Sometimes you can get away with, you know, having people DM you
right To get a resource or DMyou with questions.
That helps definitely to changethe relationship.
But there's something reallyeffective about giving someone
(28:48):
something special, a gift ofvalue, that changes the
relationship between just beinga consumer to actually wanting
to learn more about you and yourcompany beyond the actual
platform that they're in.
And so there's a ton ofdifferent ways that you could
build a lead magnet, and I havean entire podcast episode on
(29:12):
this topic.
I also have YouTube videos.
We'll link them below if youwant to learn more about that.
And, of course, we have theperfect lead magnet course that
teaches you like, hey, how doyou actually structure this?
But what I want you to takeaway from this is not
necessarily you know, oh my gosh, I don't have a lead magnet.
What do I create?
Like, it shouldn't be stressful.
Think about what people ask youall the time about.
(29:35):
You know, when we had our movingcompany, we had people who were
totally unprepared for theirmove like totally unprepared,
and so we'd get there and theywould barely have things in
boxes.
Everything was all over theplace.
It was just a mess.
So I created the ultimatemoving checklist.
It's something that we stillliterally just sent this to
(29:55):
Chris's parents earlier thisyear when they moved, and it was
an awesome PDF and all they hadto do was print it out, you
know, stick it to theirrefrigerator and check things
off as they went, so that theywould organize their move and
come move day, it would beeasier for us to complete the
job and it would save them a tonof money, because they were
actually ready and we werecharging them by the hour.
(30:18):
So what is it that you could dothat is extra valuable, extra
special?
I'll tell you right nowtemplates, checklist, quick
access, voice notes.
You know, something that peoplecan consume fast and easy is
like a little appetizer, is areally good way of going.
So that is step number three.
Now for number four.
(30:38):
We want to figure out ourstrategy.
Okay, so this is where we'regoing to zoom out.
We're going to think bigpicture for a second, and we're
going to talk about ideal client.
Where are they hanging out?
What is that perfect platformfor your business?
And some of you are just doingall the things, like you are on
(30:58):
Instagram and you have a podcastand you're running a blog and
you're thinking about startingYouTube and you know TikTok is
tempting you and it's like,listen, it's way too much.
It's way too much.
I want you to pick one longform pillar platform.
And when I talk about long form, the reason why that's so
important is because you'rebuilding relationship.
(31:21):
Okay, think about it again.
If we're using the datinganalogy, long form content, um,
is kind of like going andsitting down for coffee with a
friend who you might beinterested in hanging out with
again.
So essentially a coffee date.
Whether it's between gal palsor it's a romantic interest,
(31:45):
it's just a coffee date.
That's the difference betweenlong-form content and then the
exact opposite, which isbasically you know, left swipe,
right swipe, tinder status,where you're just kind of
putting yourself out there andit's hookup culture and people
are just kind of interested inyou know stuff that is
(32:10):
debauchery and that we do notcondone on this podcast, and
that's really the difference Ifyou think about how people are
engaging with your brand or howthey are engaging with your
company.
They're usually scrolling right.
They're scrolling on Instagram,they're scrolling on Facebook,
they're scrolling on X andthere's no real attachment
(32:32):
there's.
The content format is so shortthat it does not really build a
relationship like long formcontent does.
Now, of course, there'sexceptions to this.
Am I saying that you can't sellon social media?
No, of course you can sellpeople, but it's going to take
so much longer and so many morepeople to actually consume your
(32:53):
content because you got, youknow, two minutes or you have 30
seconds, or you even have less10 seconds to grab their
attention.
They're usually in consumptionmindset, aka Tinder mindset.
Right, if we're talking aboutthe dating analogy versus hey, I
want to go on an actual dateand listen to what you have to
say, oh, I'm actually date.
(33:19):
And listen to what you have tosay, oh, I'm actually.
I'm actually interested inchecking out what you have to
say, what you have to offer.
And a podcast, a YouTubechannel, a blog.
It gives you time and that timebuilds the relationship way
faster, way stronger than anyother type of content.
That's why I always tell ourclients inside the business
lounge guys.
(33:39):
You need a long form pillarplatform.
I don't care what it is, aslong as it's a place where you
feel like you can create contentconsistently and your audience
is going to hang out there,right?
So if I'm talking to a clientwho has their ideal customer is
a busy mom, I'm almostimmediately sending them to a
(34:01):
podcast versus a blog, why theydon't have a lot of time, right,
and they can listen to apodcast on their way, you know,
to school and you know, tosoccer practice, rather than
having them read this longarticle that they wanna check
out but they're never reallygoing to get to.
Now, if I am, you know,targeting an audience, or I'm
(34:22):
advising a client to target anaudience in a space that's more
visual, for example, if you'rein the crafting niche, or if you
are a maker, or if you have aservice and people need to do
business with you face to face,you need probably most likely
you need a medium like youtubevideo, right?
(34:43):
That's how you're going toconnect with people faster,
build relationship quicker andclose them a lot more
consistently.
It's what I did with my socialmedia agency and so, way before,
I had an online internetcompany and I was working my
local market through YouTube andI was tagging my YouTube videos
.
You know, athens, georgia, youknow how to create content
(35:03):
consistently and then I wouldtag it Athens, georgia, and
that's how a ton of my clientshired me.
Again, that know like and trustfactor so much faster with
video.
And again, there's justdifferent scenarios and like.
I have a client right now.
She's a dietitian.
She's short on time, but hergirl loves reading articles and
diving deep, so she has anamazing blog and she's crushing
(35:26):
it.
I'm talking.
She has a two year wait listfor her services and her
services are high ticket, likeshe sells her.
Her least expensive packagestarts at $5,000.
Okay, so she's killing it.
We were just talking on Voxer.
She has signed three newclients this month, even after,
like, almost a year leave formaternity, and I'm like she's
(35:47):
amazing.
So it doesn't matter whatmedium you choose, as long as it
meets your ideal client wherethey're at and it matches your
business.
Now the second thing you want tothink about, strategy wise, is
how often do you need to post?
So if you're going long, formright, at least once a week is
usually a good rule of thumb.
I find that if I post more thanonce a week.
(36:09):
It tends to not do as well, atleast not on our YouTube channel
.
So we play with that and thatcould change.
You know, in six months andyou'll see his post twice a week
, but once a week is a reallygood rule of thumb.
So, one blog, one podcast, onevideo a week.
Of course, if you're going to betotally axing the opportunity
for a coffee date which I don'trecommend in the long form
(36:31):
department for whatever reason,maybe you feel intimidated or
you don't know where to startNumber one get your butt in the
long form department forwhatever reason.
Maybe you feel intimidated oryou don't know where to start.
Number one get your butt in thebusiness lounge.
We have literally dedicatedcourses for launching a podcast,
launching a YouTube channel,launching a blog.
Tons of SEO training anyway.
But if you are like absolutelynot going to do that, okay, then
make Instagram, make TikTok,make whatever social media
(36:54):
platform short.
You know it's short form, likeyour thing, like you have to
show up there and show upconsistently.
You know, on Instagram, minimumof four times a week.
Um, on the post, maybe notnecessarily minimum.
I actually find if we post moreit doesn't, it doesn't work.
So about four times in the feedand every single day on stories
(37:17):
, if you can, every single day.
Now again, instagram is not ourprimary platform, but it could
be for you Same if you have, youknow, tiktok.
Figure out what is a really goodposting schedule.
I will have our content manager, belle, link for you guys an
entire article that I wrote onposting frequency and I have
like a whole graph for you tosee all the different platforms
(37:40):
and how often, and all that goodstuff.
So simple.
What's your ideal platform?
You know?
Think about again that pillarplatform.
That is long form, if you can.
And then, how often do you needto post five content?
This is where we get into theactual post.
This is when we get into theactual ideas.
Right, this is where we getinto the good stuff.
(38:01):
So I want you to say goodbye torandom acts of content.
That's a phrase that I thinkSean Kennell actually coined and
I think it's so brilliant.
Random acts of content, notkindness content.
We don't want to do that.
We want random acts of kindness, but not random acts of content
, not kindness content.
We don't want to do that.
We want random acts of kindness, but not random acts of content
.
Instead, I want you to startcreating posts that speak to
(38:23):
your people.
Get an idea for who your idealclient is Like.
Who's your gal, who's your guy?
Who is that perfect person thatyou want to specifically talk
to?
And I'm talking about buyers,I'm talking about people you've
done business with.
I'm not just talking aboutesoteric, theoretical kind of
idea here.
(38:44):
I'm talking about real personright.
Get super clear on who thatperson is and then speak to them
in a way that resonates.
So we have an entire trainingon this insider upcoming
workshop content to customers.
If you want to get on the earlybird list to this, listen, I'm
serious, you're not going towant to miss it.
It's fantastic.
(39:04):
This one step alone we break itdown.
I show you how to create acontent map with exactly how to
come up with content ideas.
Um, how to make sure thatyou're sharing answers, not
information.
We're going to talk about thethree R's with how do you
actually take posts and build aschedule that works for your
business instead of like feelingyou have to post constantly.
(39:26):
I'm going to show you, like myninja strategies for how you use
the three R's to actually cut10 plus hours a week in content
creation.
Exactly how we do it.
And then I'm also going to giveyou an entire content to
customers roadmap so you'reclear on how you're going to be
turning more of your contentinto cash.
All right, so content, go tocontent to customers dot co.
(39:49):
To get on the early bird list,we're about to open up.
If you're listening to this, asit's um, you know, landing on
the podcast we're about to openup that workshop, one last time
for the year.
It's going to be amazing, andif you're on the early bird list
, you're going to get aridiculous like 90% discount.
It's gonna be amazing, but it'sonly going to be available for
(40:09):
those of you who sign up for theearly bird list and for those
of you who are joining us inreal time.
So if you're listening to thisin the future it's not going to
be available.
It's going to be done, but youknow definitely if you're
listening to it now, check outcontent to customersco.
Okay, so back to the random actsof content.
How do you actually speak toyour people?
(40:29):
So, number one messaging isreally important.
I think one of the things thatwe're absolutely missing right
now, and the number one way youcompete with artificial
intelligence and AI generatedcontent is messaging.
It's what is the thing thatyou're trying to get out into
the world, and a lot of timesmessaging can feel scary, but
(40:51):
I'll tell you, we're in a timeand space where we're and I
think we talked about this inthe previous episode Culturally,
people are totally sensitive tothe signals that you're putting
out into the world.
I talked to you guys about howwe talk about faith more on the
podcast, more about our faith onour newsletter, and it's like
totally shifted our audience,like almost completely shifted
(41:13):
our audience.
And it's been amazing becausewe're working with our dream
clients more now than everbefore, even though we're not,
you know, christian coaches forChristians.
Um, we work with all kinds ofpeople.
In fact, one of our uh, biggestclients is huge atheist.
We love her to pieces, um, butit's one of those things where
(41:33):
just speaking to your personjust boom attracts them, you
know, know, even if you justpepper it here and there.
And so what are some of thoseconnection points that you could
start building into, um, youractual business?
I have an entire and yourcontent.
I have an entire episode oncontent connection points on the
youtube channel.
You need to check that outbecause I talk about.
You know, shared interests.
(41:54):
Um, I talk about you, sharedexperiences.
I talk about how do you actuallypepper in number one, content
that they actually care aboutand that they find relatable.
And number two, how do you addpersonality, how do you stand
out, how do you speak boom tothat person?
I'll tell you, messaging iseverything.
When I am selling, let's say,trello right, a Trello course
(42:21):
for professionals, my messagingis very different than if I'm
trying to target business owners, my ideal client, for those
offers are slightly different.
It's the same thing.
If I'm talking to someone who'sready to jump into one-on-one
coaching, my messaging isslightly different than someone
who is, you know, just gettingstarted in their business and
(42:42):
they're just looking for maybesome free resources and a couple
low ticket paid tools.
Different message Okay.
So get clear on creating contentthat speaks to your people, and
the number one way of doingthat is talking to them, asking
them.
You know, what would you liketo see?
What resonates with you?
What are some of the challengesthat you're having right now in
(43:04):
your business?
What are some of the challengesyou're having right now in your
life?
What are some of the challengesyou're having with your kids,
with your husband, in yourmarriage, in your fitness, in
wellness.
As you crochet this new pattern, I'm just giving you random
ideas.
Talk to your people, write itdown.
You know what are people askingyou about.
Create more content around that.
And number six this is the finalstep of your blueprint.
(43:26):
It's the lovely call to action.
Okay, fam, I know I know youprobably heard this a million
times, but there's so many ofyou who, like me, just put out
gold into the world and this wasme once upon a time too and you
never tell people what theyneed to do next to connect with
(43:48):
you, to work with you, to buyfrom you.
Calls to action are soimportant and they have to be a
must in all of your contentpieces, whether it's an
Instagram post or it's a story.
Have a call to action.
Maybe the call to action is forthem to check out another
episode that you already made,like I have been doing in this
podcast.
Maybe the call to action is todownload a lead magnet, just
(44:10):
like I've been encouraging youto download the Profitable
Content Blueprint Again.
Content blueprint Again.
Shameless plug by texting theword blueprint to 866-498-2080.
(44:30):
And listen, I got to walk mytalk in this episode I got to
show you as I teach you right,and so calls to action are so
important.
You also want to think abouthow do you tell people you know,
maybe 20% of the time how theycan work with you.
Hey, if you want to think abouthow do you tell people you know
, maybe 20% of the time, howthey can work with you hey, if
you want to learn more, here'sthree ways in which you can work
with me.
You can book a discovery call,you can book an audit, or you
can sign up for a one-on-oneZoom session with me by
(44:51):
following this link.
Boom Done Doesn't have to besalesy, doesn't have to be.
You know in your face.
Just tell people how they canwork with you, what they should
do next, and this could beorganic and seamless.
It doesn't have to be forced,but you absolutely need to have
it All right, fam.
So I have given you six steps,six items to check off your list
(45:16):
in order to have a profitablecontent blueprint that you boom,
plug and play into yourbusiness and actually start
creating it with intention.
Actually start creating it witha purpose, with clarity in mind
Again, ditching the infamousrandom acts of content and
creating purposeful, profitablecontent as you reverse engineer
(45:40):
the sale right, as you reverseengineer the process of
acquiring a client or a customer.
Don't forget that we're going tobe diving deep into all of
these points in our content tocustomers three day workshop.
It is amazing.
You should see all of thepraise that we've gotten from
this workshop so far.
We've only taught it twice sofar and I'd love for you to get
(46:04):
in there.
So go to contenttocustomerscothat's contenttocustomersco to
get on the early bird list andscore up to 90% off if you
decide to join us in the nextcouple of weeks as we open up
the door.
So I love you.
I hope this was inspiring.
It gave you a lot of directionand don't forget to check out
(46:25):
the Profitable Content Blueprintand download that by texting us
blueprint to 866-498-2080.
That's 866-498-2080.
And hey, don't forget to tuneback in for episode number three
.
We're going to talk about howdo you actively ditch the
influencer playbook and what todo instead to continue creating
(46:47):
amazing content that doesn'ttake up all of your time but
really attracts your idealclients and makes an impact in
your bottom line.
I love you.
I will see you in the next one.
Un beso.
Bye for now.
Familia, this episode is going to be TheMomcom.
If you've been following ourprofitable content series, this
is episode number two and we aregoing to be chatting all about
how to actually create aprofitable content game plan.
That's right.
We're going to talk about howdo you reverse engineer the
process of selling through yourcontent not just chasing
(00:24):
algorithm, not just chasingfollowers.
Not just chasing followers, notjust getting more engagement,
but actually attracting buyers,as in cold, hard cash for your
bottom line.
It's going to be an awesomeepisode that you're going to
want to save and refer to andeven share it with your business
friends so that they can alsostart generating a lot of
(00:46):
revenue from their content,instead of just chasing vanity,
right Chasing and dancing forthe algorithm.
We don't want to do that.
We want to get really specificand profit on purpose.
Speaker 2 (00:58):
So let's get into the show welcome to the business
lounge podcast where each week,we unpack the hottest online
marketing and businessstrategies so you can grow your
business, increase your bottomline and make a bigger impact.
(01:20):
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (01:30):
All right, familia.
So if you have been catching upwith our previous episode, we
talked about how this whole idea, this whole notion that more
followers equals more dollars,is totally upside down and, more
importantly, what you should befocusing on instead.
I gave you three specificaction stabs, three areas to
(01:52):
focus your time and attention.
That will definitely generateway more ROI than simply chasing
more fame, more popularity,without having the intention of
attracting more clients andcustomers, and so the response
to that episode was actuallypretty amazing.
If you have not caught you knowthat episode, definitely check
(02:15):
it out.
We'll link it below in thedescription box.
But so many of you wrote in.
You asked questions.
You had, you know, ideas forfuture episodes, and two of the
people who wrote in I absolutelyloved.
I wanted to give Lisa andAlison a shout out, and Lisa
wrote in and said hello, kim,nice to meet you over here.
I've been following you onYouTube for a while and your
(02:36):
videos have helped in my workfor social media content
creation and management Forcontacts.
I've been working as a freelancevirtual assistant for some
years doing content creationwork and I've been transitioning
to social media management.
In the long term, I'd like toscale up and offer services for
content marketing and strategy.
However, I'm currently feelingstuck with my services.
I mainly work on Instagrammanagement and I'm overwhelmed
(02:57):
with keeping track of accountand content metrics.
I'm constantly hustling tocreate valuable content that
drives traffic for my clientsand trying to stay updated with
the latest trends and algorithmchanges.
My main struggles are contentcreation that reaches potential
customers, making it difficultto convert followers, viewers
into customers, slash profit formy clients, and I'm also not
(03:18):
sure how to optimize the accountmetrics.
So, lisa, this episode I'mgoing to go, and actually I know
our team reached out to you andwe mentioned that we'd love to
feature you in our upcoming DearKim series, where you have a
bunch of really great questionsI'd love to answer in more
detail, but this episode isgoing to be foundational for you
(03:39):
because it's going to answerthe first two questions that you
sent over how do you actuallycreate content that reaches
potential customers?
How do you actually convertthat content from just you know
more views, more traffic toactual leads and sales?
Thank you so much for writingin.
This was such an amazingquestion and we're going to
cover a big part of it intoday's episode.
(04:01):
Now, I also had some fan mailfrom the lovely Allison.
Allison, I love you, I know whothis Allison is and she's part
of the business lounge and hasbeen for a long time and I love
this request and we'redefinitely going to talk more
about it.
She says can you do aninspirational series on how we
have a God-given purpose for ourbusiness?
It is so inspirational when youbring that up and I feel super
(04:25):
motivated to work, kind of likeKaz from the Clutter Bug who
makes inspirational podcasts tohelp people clean.
Lol, I love it Absolutely.
That's a really great idea.
I ran it through our team andwe all agree that is such an
awesome episode series that wewant to create.
So stay tuned Once we switchout from our content creation,
(04:48):
we're going to tackle our dearKim and then we'll go into our
purpose driven series towardsthe end of the year as we get
ready to ramp up, you know, for,like new year, new business
plan, new content marketing.
It's going to be awesome.
So thank you guys so much forlistening to the podcast.
If you have questions, if youhave suggestions, there's going
(05:08):
to be a link below this episodeon any player that you listen to
, whether it's Apple Podcasts orSpotify or any other player,
like the podcast app, and itsays text me a question and if
you click there, it's going toactually take you to a text
messaging service that directlylands on our inbox and that way
(05:28):
we have a two-way conversation.
It's not just, you know me likehoping that this content is
resonating.
I see the downloads, which isawesome, but that's the only
thing that I have to go off ofto see if it's something that
you guys are interested in.
So highly, highly, highlyrecommend tuning in and also
(05:48):
asking questions via that fanmail.
It inspires me, helps me tokeep motivated and it does Chris
too.
Plus, I'd love it if you sharedthese episodes with a good
business buddy, a good businessfriend.
Listen, these are things that wehave experienced and coached
thousands of people through.
Over 33,181 customers we'veserved so far, and I cannot tell
(06:13):
you how, like.
90% of those people haveexpressed to us their
frustration with contentcreation.
And this is why we're creatingthis series because we want to
be able to help give people hope, help give them a different
outlook on content creation whatit should look like versus what
it actually feels like whenyou're scrolling on the newsfeed
(06:36):
, when you're scrolling throughthe algorithm and you're
comparing yourself as a smallbusiness owner, as an online
entrepreneur, to all of theseinfluencers, all of these
content creators, right, whomake content that is
astronomically amazing.
I mean, they're shooting frommultiple camera angles, they
(06:59):
have like ultra aestheticbackdrops or, if they're not,
they're like incredibly funny,incredibly charismatic, and it's
hard to compare yourself andnot feel incredibly intimidated.
You know, I hear fromentrepreneurs as well as
business owners in our coachinggroups constantly, as well as
you guys who write in andsubscribe to the podcast, where
it's intimidating out there.
It's kind of intimidating tocreate content, especially
(07:20):
because you're putting out youknow your work into the world to
be criticized, but at the sametime, because you're putting out
you know your work into theworld to be criticized but at
the same time, there's also alot that has changed the last
probably four to five years inthe business space and the
online business space, wherewe've shifted right completely
into thinking that, for somereason, we have to imitate, as
small business owners, whatinfluencers are doing and what
(07:41):
content creators are doing,because that's who dominates the
platforms, right?
That's what we're seeingconstantly, and so, of course,
we're going to model thatthere's no shame and there's no
judgment.
But I want to show you a betterway.
I want to show you how you canactually own your content game
as an entrepreneur.
Business owners like show upunapologetically as yourself,
(08:05):
and book more clients andcustomers.
At the end of the day, we'redoing content creation for one
purpose we want to serve otherpeople and we want to close more
business.
We're not doing it as a hobby.
We're not doing it because it'san artistic expression.
We're not doing it because it'sfun and it's cute and it makes
us feel good and it boosts ourego and gives us a dopamine hit
(08:26):
although all those things can begood, right.
We're doing it because we havea mission.
We have a purpose.
To Allison's point right, wewere put on this earth with a
God-given mission.
He's given us gifts that we areto use in the service of others
, and that means that we need toget really good at being
(08:47):
effective communicators,effective marketers, effective
content creators that reallyintentionally speak to our ideal
clients and our ideal customers, that make them, in turn, say
hey, oh, my gosh, like I'mraising my hand over here
because that spoke to me.
I need more of you, I need moreof this, I need more of that.
(09:09):
How do I get into your world?
How do I buy?
How do I book right?
How do I make a purchase?
That's what content is supposedto do.
It's supposed to build arelationship, serve people at a
higher level and welcome andcall up the people that you are
meant and called to serve.
That's so important, and Ithink we've lost sight of that,
(09:32):
as we've gotten kind of lostright In this idea that content
creation is something that wehave to constantly put out for
the sake of looking popular,famous, fill in the blank, right
.
Whatever that is for you,whatever that is that you feel
your Instagram feed is callingyou to do, whether it's
(09:55):
documenting your life or feelinglike you have to show up as
someone who you are not, ormaybe it's.
You know, feeling the pressureto just put out perfectly
curated posts that reflect yourwork can be challenging and
stressful and hard.
So we're going to take all ofthat away.
(10:15):
Today.
We're going to talk about howdo you actually have a plan for
creating content that is aprofit focused and when I say
profit focus, a lot of um, I'mjust going to say it like it is,
guys, I'm just going to say it.
I'm sorry.
I hope that you give me grace onthis one, but we've gotten real
soft, like we just gotten softwhen it comes to the word profit
(10:38):
.
Like Ooh, what is profit?
I don't, that doesn't sit wellwith me.
I get people telling me thatall the time.
I'm just like grow up y'all,like get a clue.
We are in business.
You have pun intended.
No business calling yourself anentrepreneur or small business
(10:59):
owner If you think the wordprofit is icky.
You think the word profit isicky.
Grow the heck up.
Like, in what world is thatsupposed to be a bad thing?
Now, our culture hasindoctrinated us into thinking
that profit is a problem, andit's not.
Profit is a vehicle.
(11:19):
Okay, it's how you actuallyaffect change in the world.
And the reality is that stemsinto money, mindset problems and
the idea that you actuallygenerating an income as an
exchange of value, becauseyou're helping other people,
because you're giving thembreakthrough, is an issue, is a
problem.
(11:39):
It's like you selling out andit's like no, no, no, no, no, no
, no.
Let's be very clear Profit isan exchange of value.
Okay, we've gotten into thishorrible habit in our world to
think that you know companiesthat make it and are profitable
are greedy and sometimes theyare like there's awful companies
and there's awful businessowners.
There's awful entrepreneurs whodon't have any integrity and
(12:02):
are selling snake oil and aretricking people into doing
business.
But listen, that never endswell, that never actually works
sustainably for a long period oftime.
And the reality is that moneyand profit is neutral, right, it
just matters who it's in thehands of.
So, if it's in the hands ofsomeone who has integrity, it's
(12:24):
a vehicle for positive impactand change and lifting people up
and creating opportunities andjobs and creating financial
stimulus in our communities.
If it's in the wrong hands,then it is a tool for
destruction.
It can be a tool fordestruction, but we have to heal
our relationship with money,our relationship with profit,
(12:47):
before we're actually ready tobuild a business, a profitable
business, and so we're gonnatalk more about money mindset.
And how do you actually jump outof this crazy idea, right, this
ideology?
That's the word, the ideologythat's become super popular
(13:07):
right now, to say that profit isa bad thing.
And of course, of course wedon't want to be associated with
greed and anything related tonot, you know, running your
business in integrity.
But that doesn't mean that theword itself or the idea of
profitability, is wrong.
So we're going to talk aboutcreating profitable content.
I know, I know that's a verylong prelude, but I thought I
(13:30):
need to address it because I'vegot enough people pushing back
on this idea that we need tochange y'all.
We need to grow up, we need tomature as entrepreneurs.
And so I have no problembecause today I'm going to walk
you through the profitablecontent blueprint.
Yes, I said it profitable, andI'm unapologetically for profit.
I think we all should be.
If we're not, we're kind of inthe business of having a charity
(13:54):
, and that's fine if that's yourgame.
But that's not what thispodcast is about.
And so let's talk about the sixsteps, right, the six elements
of a profitable contentblueprint.
So I'm going to walk youthrough these and kind of give
you ideas for how you could beimplementing them.
But if you want to follow alongwith me, you want to actually
(14:14):
download a fillable PDF that theteam and I have created for you
.
Definitely text us the wordblueprint.
That's the word blueprint, asin B-L--498-2080.
That's 866-498-2080.
(14:35):
Again, that's the wordblueprint.
And if you're in the UnitedStates, we will send an
automated text message with thePDF link Now, if you're not in
the United States, it's totallyokay.
Just message our chat over onour website,
(14:56):
kimberlyinhumanistcom, and ourteam will send that out to you
directly.
This is because, guys, we don'thave a landing page yet.
This is brand new, for ourpodcast insiders only, and so
this is kind of behind thescenes.
When we have it ready, we willactually have a landing page for
you guys, but for right now, Ijust wanted to do it quick and
easy, and that's the easiest wayof getting it to you.
(15:18):
So, number one, I want you tostart with your profit goals.
This is the first thing.
Essentially, what we're doinghere is we're reverse
engineering the entire processof creating content and
acquiring a customer right.
This is called, in businessterms, customer acquisition, and
so, when we start with ourprofit goals, we wanna get clear
(15:39):
on two things very important.
Number one how much money doyou want to make, right?
How much money do you wannamake?
This is different than how muchmoney you're going to pay
yourself, and I just got off,literally today, the entire
profit plan workshop.
This is I was teaching part twoand I was talking to my members
(16:00):
about how do you actuallyfigure out your business
finances.
I'm not going to go into all thedetail here because we just
don't have the time.
So you got to get in thebusiness launch, but it's really
important that you have an ideaof what your business expenses
are, how much you want to payyourself, and that helps to
inform how much money you wantto be making every month and
(16:22):
every year.
Number two is how manycustomers you need to close to
hit that milestone, and soyou're going to do something
really simple.
I know sometimes numbers can bea little intimidating, but
we're going to break it all downfor you so it's super easy to
follow.
So we're going to pull out ourhandy dandy calculator and we're
(16:44):
going to type in and have anidea of how much expenses, how
many expenses we have as abusiness.
Let's say that that's a thousanddollars a month Roughly.
This doesn't have to be to, youknow, the dollar, to the cent
or anything like that, just anestimate.
And then let's say that we wantto pay ourselves $6,000 a month
as an example, right, thiscould be you want to pay
(17:05):
yourself $20,000 a month, or$30,000 or $50,000 a month, or
you might have a very you youknow simple budget and you just
want to pay yourself twothousand.
Doesn't matter what your goalis, the strategy is still the
same.
So we have a total of seventhousand dollars.
That's, at minimum, what wewant to be making every single
(17:25):
month.
Now the second important item tofigure out is your offers.
So that is step number two.
But step number two ties inwith step number one, because
this is where we figure out whatkind of offers do you have and
what are those offers pricepoints so that we can figure out
(17:48):
how many customers you need toclose every month or every year
in order to hit your specificgoal.
So let's say that you're aservice provider like Lisa and
you charge a thousand dollars amonth for social media
management.
As an example, right?
We're going to divide thatseven thousand dollar mark,
right?
Divided by one thousand, thatmeans that Lisa needs to have
(18:11):
seven clients every month,because social media management
is usually a continuity offer,meaning she'll likely have
clients who don't just sign upfor the first month but pay her
consistently $1,000 a month.
Then she doesn't have to worrynecessarily about signing new
clients every month, unless aclient cancels or their contract
(18:34):
ends, right?
So you want to figure out whatyour business model looks like
For some of you.
You need to close at X amount ofclients every single month in
order to because you know yourlife cycle of a client is short.
You need to close a client,maybe deliver on the project and
then find a new client.
Some of you have physicalproduct businesses and so
(18:57):
usually it's a one-time sort ofpurchase unless you re-engage
the client, right.
Some of you have membershipsand so you are in the course
creation kind of membershipspace and you know that you need
to add X amount of membersbecause you want to account for
churn, and what churn means isbasically how many people cancel
every month if you have amonthly membership, for example.
(19:19):
So you know that you need to.
Let's say that you need to add20 new members to your
membership to kind of offset the20 people that normally cancel,
and that gives you certainrevenue milestone.
This is how you reverse engineerthis process of getting clear
on your profit goals.
How much money do you want tomake, right?
(19:40):
And then how much is your offer?
Is it $100?
Is it $200?
Is it $500?
Is it $25?
Is it $25,000?
It really comes down to knowingyour numbers, and I talk about
this all the time because it'sso cute.
The numbers empower our profits.
(20:02):
They empower our marketing.
Without knowing the numbers,we're kind of just flying blind,
and we don't want to do that.
We want to be clear on whywe're doing things, how we're
managing our business and whywe're creating marketing to
begin with, and so I always likestarting off the conversation
about profitable content andprofits period with numbers.
(20:23):
What are your numbers tellingyou?
This is also going to give youa lot of insight into how do you
adjust pricing and what doesthat look like.
But that's all stuff that wecover inside of the membership
the business lounge and so I'dlove for you to check it out.
You can go to the businessloungeco that's the business
loungeco and see if we're openfor a moment.
(20:44):
We might just be and you mightbe able to get in there.
We talk about all of thesedetails how do you adjust
pricing, how do you adjustpositioning but I don't want to
get into all of that right now.
We want to stay focused on theblueprint, and so, as we head
into, we understand our profitgoals.
We know right, what are, howmany customers we need to close
to hit that goal.
Then we're going into theactual connection of our offers.
(21:09):
So this is the place whereyou're going to outline your
offers and you're going to say,okay, so I have service A,
service B and service C as anexample.
If you're a service provider,you probably have, you know,
anywhere from one to 10different services.
Usually, I see a lot of thesweet spot being three, and so
you want to outline that outwith its price point Awesome.
(21:31):
So you're clear on what youroffers are.
This is going to help youunderstand what you're selling
and have that top of mind.
Okay, I'm selling a serviceAwesome, maybe it's an SEO audit
, maybe it's, you know, webdesign, maybe it's fitness
coaching, maybe it's therapy.
Whatever your service is, haveclarity on the different things
(21:57):
you offer, because we offer alot of things sometimes and it's
hard for us to remember.
Oh yeah, like I probably shouldbe promoting this one service
or this one offer moreconsistently.
Now notice, I call it offersbecause offers are different
than products or services, inthe sense that you could combine
, potentially, an offer you knowthat includes a service and a
(22:19):
course like a hybrid offer.
Right, we do that a lot in ourbusiness.
We have services that also havea teachable component.
So, for example, our one-on-onecoaching clients inside of TBL
Coaching.
They get access to our groupcoaching tier, which is TBL Plus
, and also the Business Lounge,which is our membership.
(22:39):
A lot of that is educationaland content related, so it's
totally okay.
If you have courses, if you sellservices, if you have physical
products or a combination of allthree, just outline them.
This might actually sometimespeople get stuck in thinking
that they have to outline everysingle thing that they offer and
all the add on menus.
(23:00):
No, no, no, no, no.
Think about top three.
What are your most popularservices, your most popular
products, your most popularcourses, and then stick to those
instead of trying to promoteevery single thing that you do.
It's just going to be a littleoverwhelming, if you think about
it, to create content for everysingle service or offer that
you have.
Instead, narrow down on thosetop ones and then, as you get
(23:27):
good at connecting your contentto your offers and actually
closing more clients, it's goingto be a lot easier to add
different things on and you'regoing to just kind of naturally
be like oh, I want to promotethis this month and I want to
promote that this month, andthat makes it a lot easier to
you know kind of manage insteadof going with every single one
(23:49):
of your products all at once.
Now, if you are a productbasedbased business, you can
expand this to more than justtop three maybe your best
sellers and, of course, you canpost about other things, because
you have more grace andpermission to do that as a
product-based entrepreneur thanmaybe someone who sells
information, and so you're goingto have more frequency and so
(24:10):
you get to promote more offers.
But it's not something thatthere is necessarily a hard and
fast rule.
I usually tell people hey,start with your top three and
then go from there.
All right, so the next phase,the next step, is magnet.
Ok, so how are you going toattract your followers and
change the relationship fromfollower to lead, and do that
(24:33):
intentionally?
See, here's the thing.
There's this problem that I seeall the time with content
creation, and it's that there isno kind of next step for your
followers or the people thatfind you on your YouTube videos
or on your podcast, or on yourblog or Instagram, tiktok you
name it, wherever you'recreating content.
(24:53):
It's rare that people actuallyhave a plan for how they're
going to change the relationshipfrom follower to lead, and this
is really important becausesometimes and I've even noticed
my own content consumptionbehavior sometimes I will get so
(25:13):
mesmerized I think this happensto content creators a lot with
content creators that I willjust consume all their free
stuff and just consume andconsume, consume and never even
think about going to theirwebsite, never even thinking
about working with them, nevereven thinking about um joining
their email list.
Why?
Because they have not asked,because they haven't led me
(25:35):
through a path of changing myrelationship with them, and so
my relationship with them is youknow what did Susie post today
on shorts?
What did so-and-so personupload to their podcast?
And I just perpetually consumebecause I enjoy the show, I
enjoy the content, but I'm aspectator, right?
I'm not actually becoming apart of their brand, their
(25:55):
company.
Now I also have the oppositeexperience with a couple, a
handful of brands who areconstantly giving me the
opportunity to work with them,and this is people primarily in
the content creation space slash, online marketing, um, and
they're giving me amazingcontent that I absolutely devour
(26:19):
.
I love it, it's very relatable,and every single time I consume
a video, a podcast, I check outtheir Instagram.
They have clarity in terms ofhow they're going to convert me
into a lead and those are thepeople I do the most business
with.
Those are the people that aremy go-tos and I narrow down on
(26:39):
their content and rarely consumeanyone else's because I have I
feel like I have an establishedrelationship with them.
So that's your magnet step Now.
You've heard the term leadmagnet many times and that you
create as a bonus that leadspeople to implement your content
(27:18):
or practically apply yourcontent in exchange for their
name and email, the reason youwant to change the relationship.
It's kind of like if you invitesomeone out to coffee, right,
you're not asking them to marryyou on the first date, but if
you happen to see someone youknow consistently that maybe
(27:41):
you're interested in and this ismainly the dudes, right, like
this is kind of their job Thenthey're going to eventually
hopefully ask you out.
The problem problem is we nevermove on to the next step in the
relationship if you never ask.
And so this is a soft ask, it'ssomething simple.
(28:03):
It's not hey, buy my thing, hey, book a call, hey, hire me,
even though you want to do andask those things, and we're
going to talk about that, aboutthat, that specifically in step
six.
But it is a hey, download thisawesome checklist.
Hey, I created a specialtemplate for you.
Hey, here's this audio thatwalks you through this process.
(28:25):
Hey, sign up for my webinar.
Hey, sign up for my free class.
Magnet right Change therelationship on purpose.
Sometimes you can get away with, you know, having people DM you
right To get a resource or DMyou with questions.
That helps definitely to changethe relationship.
But there's something reallyeffective about giving someone
(28:48):
something special, a gift ofvalue, that changes the
relationship between just beinga consumer to actually wanting
to learn more about you and yourcompany beyond the actual
platform that they're in.
And so there's a ton ofdifferent ways that you could
build a lead magnet, and I havean entire podcast episode on
(29:12):
this topic.
I also have YouTube videos.
We'll link them below if youwant to learn more about that.
And, of course, we have theperfect lead magnet course that
teaches you like, hey, how doyou actually structure this?
But what I want you to takeaway from this is not
necessarily you know, oh my gosh, I don't have a lead magnet.
What do I create?
Like, it shouldn't be stressful.
Think about what people ask youall the time about.
(29:35):
You know, when we had our movingcompany, we had people who were
totally unprepared for theirmove like totally unprepared,
and so we'd get there and theywould barely have things in
boxes.
Everything was all over theplace.
It was just a mess.
So I created the ultimatemoving checklist.
It's something that we stillliterally just sent this to
(29:55):
Chris's parents earlier thisyear when they moved, and it was
an awesome PDF and all they hadto do was print it out, you
know, stick it to theirrefrigerator and check things
off as they went, so that theywould organize their move and
come move day, it would beeasier for us to complete the
job and it would save them a tonof money, because they were
actually ready and we werecharging them by the hour.
(30:18):
So what is it that you could dothat is extra valuable, extra
special?
I'll tell you right nowtemplates, checklist, quick
access, voice notes.
You know, something that peoplecan consume fast and easy is
like a little appetizer, is areally good way of going.
So that is step number three.
Now for number four.
(30:38):
We want to figure out ourstrategy.
Okay, so this is where we'regoing to zoom out.
We're going to think bigpicture for a second, and we're
going to talk about ideal client.
Where are they hanging out?
What is that perfect platformfor your business?
And some of you are just doingall the things, like you are on
(30:58):
Instagram and you have a podcastand you're running a blog and
you're thinking about startingYouTube and you know TikTok is
tempting you and it's like,listen, it's way too much.
It's way too much.
I want you to pick one longform pillar platform.
And when I talk about long form, the reason why that's so
important is because you'rebuilding relationship.
(31:21):
Okay, think about it again.
If we're using the datinganalogy, long form content, um,
is kind of like going andsitting down for coffee with a
friend who you might beinterested in hanging out with
again.
So essentially a coffee date.
Whether it's between gal palsor it's a romantic interest,
(31:45):
it's just a coffee date.
That's the difference betweenlong-form content and then the
exact opposite, which isbasically you know, left swipe,
right swipe, tinder status,where you're just kind of
putting yourself out there andit's hookup culture and people
are just kind of interested inyou know stuff that is
(32:10):
debauchery and that we do notcondone on this podcast, and
that's really the difference Ifyou think about how people are
engaging with your brand or howthey are engaging with your
company.
They're usually scrolling right.
They're scrolling on Instagram,they're scrolling on Facebook,
they're scrolling on X andthere's no real attachment
(32:32):
there's.
The content format is so shortthat it does not really build a
relationship like long formcontent does.
Now, of course, there'sexceptions to this.
Am I saying that you can't sellon social media?
No, of course you can sellpeople, but it's going to take
so much longer and so many morepeople to actually consume your
(32:53):
content because you got, youknow, two minutes or you have 30
seconds, or you even have less10 seconds to grab their
attention.
They're usually in consumptionmindset, aka Tinder mindset.
Right, if we're talking aboutthe dating analogy versus hey, I
want to go on an actual dateand listen to what you have to
say, oh, I'm actually date.
(33:19):
And listen to what you have tosay, oh, I'm actually.
I'm actually interested inchecking out what you have to
say, what you have to offer.
And a podcast, a YouTubechannel, a blog.
It gives you time and that timebuilds the relationship way
faster, way stronger than anyother type of content.
That's why I always tell ourclients inside the business
lounge guys.
(33:39):
You need a long form pillarplatform.
I don't care what it is, aslong as it's a place where you
feel like you can create contentconsistently and your audience
is going to hang out there,right?
So if I'm talking to a clientwho has their ideal customer is
a busy mom, I'm almostimmediately sending them to a
(34:01):
podcast versus a blog, why theydon't have a lot of time, right,
and they can listen to apodcast on their way, you know,
to school and you know, tosoccer practice, rather than
having them read this longarticle that they wanna check
out but they're never reallygoing to get to.
Now, if I am, you know,targeting an audience, or I'm
(34:22):
advising a client to target anaudience in a space that's more
visual, for example, if you'rein the crafting niche, or if you
are a maker, or if you have aservice and people need to do
business with you face to face,you need probably most likely
you need a medium like youtubevideo, right?
(34:43):
That's how you're going toconnect with people faster,
build relationship quicker andclose them a lot more
consistently.
It's what I did with my socialmedia agency and so, way before,
I had an online internetcompany and I was working my
local market through YouTube andI was tagging my YouTube videos
.
You know, athens, georgia, youknow how to create content
(35:03):
consistently and then I wouldtag it Athens, georgia, and
that's how a ton of my clientshired me.
Again, that know like and trustfactor so much faster with
video.
And again, there's justdifferent scenarios and like.
I have a client right now.
She's a dietitian.
She's short on time, but hergirl loves reading articles and
diving deep, so she has anamazing blog and she's crushing
(35:26):
it.
I'm talking.
She has a two year wait listfor her services and her
services are high ticket, likeshe sells her.
Her least expensive packagestarts at $5,000.
Okay, so she's killing it.
We were just talking on Voxer.
She has signed three newclients this month, even after,
like, almost a year leave formaternity, and I'm like she's
(35:47):
amazing.
So it doesn't matter whatmedium you choose, as long as it
meets your ideal client wherethey're at and it matches your
business.
Now the second thing you want tothink about, strategy wise, is
how often do you need to post?
So if you're going long, formright, at least once a week is
usually a good rule of thumb.
I find that if I post more thanonce a week.
(36:09):
It tends to not do as well, atleast not on our YouTube channel
.
So we play with that and thatcould change.
You know, in six months andyou'll see his post twice a week
, but once a week is a reallygood rule of thumb.
So, one blog, one podcast, onevideo a week.
Of course, if you're going to betotally axing the opportunity
for a coffee date which I don'trecommend in the long form
(36:31):
department for whatever reason,maybe you feel intimidated or
you don't know where to startNumber one get your butt in the
long form department forwhatever reason.
Maybe you feel intimidated oryou don't know where to start.
Number one get your butt in thebusiness lounge.
We have literally dedicatedcourses for launching a podcast,
launching a YouTube channel,launching a blog.
Tons of SEO training anyway.
But if you are like absolutelynot going to do that, okay, then
make Instagram, make TikTok,make whatever social media
(36:54):
platform short.
You know it's short form, likeyour thing, like you have to
show up there and show upconsistently.
You know, on Instagram, minimumof four times a week.
Um, on the post, maybe notnecessarily minimum.
I actually find if we post moreit doesn't, it doesn't work.
So about four times in the feedand every single day on stories
(37:17):
, if you can, every single day.
Now again, instagram is not ourprimary platform, but it could
be for you Same if you have, youknow, tiktok.
Figure out what is a really goodposting schedule.
I will have our content manager, belle, link for you guys an
entire article that I wrote onposting frequency and I have
like a whole graph for you tosee all the different platforms
(37:40):
and how often, and all that goodstuff.
So simple.
What's your ideal platform?
You know?
Think about again that pillarplatform.
That is long form, if you can.
And then, how often do you needto post five content?
This is where we get into theactual post.
This is when we get into theactual ideas.
Right, this is where we getinto the good stuff.
(38:01):
So I want you to say goodbye torandom acts of content.
That's a phrase that I thinkSean Kennell actually coined and
I think it's so brilliant.
Random acts of content, notkindness content.
We don't want to do that.
We want random acts of kindness, but not random acts of content
, not kindness content.
We don't want to do that.
We want random acts of kindness, but not random acts of content
.
Instead, I want you to startcreating posts that speak to
(38:23):
your people.
Get an idea for who your idealclient is Like.
Who's your gal, who's your guy?
Who is that perfect person thatyou want to specifically talk
to?
And I'm talking about buyers,I'm talking about people you've
done business with.
I'm not just talking aboutesoteric, theoretical kind of
idea here.
(38:44):
I'm talking about real personright.
Get super clear on who thatperson is and then speak to them
in a way that resonates.
So we have an entire trainingon this insider upcoming
workshop content to customers.
If you want to get on the earlybird list to this, listen, I'm
serious, you're not going towant to miss it.
It's fantastic.
(39:04):
This one step alone we break itdown.
I show you how to create acontent map with exactly how to
come up with content ideas.
Um, how to make sure thatyou're sharing answers, not
information.
We're going to talk about thethree R's with how do you
actually take posts and build aschedule that works for your
business instead of like feelingyou have to post constantly.
(39:26):
I'm going to show you, like myninja strategies for how you use
the three R's to actually cut10 plus hours a week in content
creation.
Exactly how we do it.
And then I'm also going to giveyou an entire content to
customers roadmap so you'reclear on how you're going to be
turning more of your contentinto cash.
All right, so content, go tocontent to customers dot co.
(39:49):
To get on the early bird list,we're about to open up.
If you're listening to this, asit's um, you know, landing on
the podcast we're about to openup that workshop, one last time
for the year.
It's going to be amazing, andif you're on the early bird list
, you're going to get aridiculous like 90% discount.
It's gonna be amazing, but it'sonly going to be available for
(40:09):
those of you who sign up for theearly bird list and for those
of you who are joining us inreal time.
So if you're listening to thisin the future it's not going to
be available.
It's going to be done, but youknow definitely if you're
listening to it now, check outcontent to customersco.
Okay, so back to the random actsof content.
How do you actually speak toyour people?
(40:29):
So, number one messaging isreally important.
I think one of the things thatwe're absolutely missing right
now, and the number one way youcompete with artificial
intelligence and AI generatedcontent is messaging.
It's what is the thing thatyou're trying to get out into
the world, and a lot of timesmessaging can feel scary, but
(40:51):
I'll tell you, we're in a timeand space where we're and I
think we talked about this inthe previous episode Culturally,
people are totally sensitive tothe signals that you're putting
out into the world.
I talked to you guys about howwe talk about faith more on the
podcast, more about our faith onour newsletter, and it's like
totally shifted our audience,like almost completely shifted
(41:13):
our audience.
And it's been amazing becausewe're working with our dream
clients more now than everbefore, even though we're not,
you know, christian coaches forChristians.
Um, we work with all kinds ofpeople.
In fact, one of our uh, biggestclients is huge atheist.
We love her to pieces, um, butit's one of those things where
(41:33):
just speaking to your personjust boom attracts them, you
know, know, even if you justpepper it here and there.
And so what are some of thoseconnection points that you could
start building into, um, youractual business?
I have an entire and yourcontent.
I have an entire episode oncontent connection points on the
youtube channel.
You need to check that outbecause I talk about.
You know, shared interests.
(41:54):
Um, I talk about you, sharedexperiences.
I talk about how do you actuallypepper in number one, content
that they actually care aboutand that they find relatable.
And number two, how do you addpersonality, how do you stand
out, how do you speak boom tothat person?
I'll tell you, messaging iseverything.
When I am selling, let's say,trello right, a Trello course
(42:21):
for professionals, my messagingis very different than if I'm
trying to target business owners, my ideal client, for those
offers are slightly different.
It's the same thing.
If I'm talking to someone who'sready to jump into one-on-one
coaching, my messaging isslightly different than someone
who is, you know, just gettingstarted in their business and
(42:42):
they're just looking for maybesome free resources and a couple
low ticket paid tools.
Different message Okay.
So get clear on creating contentthat speaks to your people, and
the number one way of doingthat is talking to them, asking
them.
You know, what would you liketo see?
What resonates with you?
What are some of the challengesthat you're having right now in
(43:04):
your business?
What are some of the challengesyou're having right now in your
life?
What are some of the challengesyou're having with your kids,
with your husband, in yourmarriage, in your fitness, in
wellness.
As you crochet this new pattern, I'm just giving you random
ideas.
Talk to your people, write itdown.
You know what are people askingyou about.
Create more content around that.
And number six this is the finalstep of your blueprint.
(43:26):
It's the lovely call to action.
Okay, fam, I know I know youprobably heard this a million
times, but there's so many ofyou who, like me, just put out
gold into the world and this wasme once upon a time too and you
never tell people what theyneed to do next to connect with
(43:48):
you, to work with you, to buyfrom you.
Calls to action are soimportant and they have to be a
must in all of your contentpieces, whether it's an
Instagram post or it's a story.
Have a call to action.
Maybe the call to action is forthem to check out another
episode that you already made,like I have been doing in this
podcast.
Maybe the call to action is todownload a lead magnet, just
(44:10):
like I've been encouraging youto download the Profitable
Content Blueprint Again.
Content blueprint Again.
Shameless plug by texting theword blueprint to 866-498-2080.
(44:30):
And listen, I got to walk mytalk in this episode I got to
show you as I teach you right,and so calls to action are so
important.
You also want to think abouthow do you tell people you know,
maybe 20% of the time how theycan work with you.
Hey, if you want to think abouthow do you tell people you know
, maybe 20% of the time, howthey can work with you hey, if
you want to learn more, here'sthree ways in which you can work
with me.
You can book a discovery call,you can book an audit, or you
can sign up for a one-on-oneZoom session with me by
(44:51):
following this link.
Boom Done Doesn't have to besalesy, doesn't have to be.
You know in your face.
Just tell people how they canwork with you, what they should
do next, and this could beorganic and seamless.
It doesn't have to be forced,but you absolutely need to have
it All right, fam.
So I have given you six steps,six items to check off your list
(45:16):
in order to have a profitablecontent blueprint that you boom,
plug and play into yourbusiness and actually start
creating it with intention.
Actually start creating it witha purpose, with clarity in mind
Again, ditching the infamousrandom acts of content and
creating purposeful, profitablecontent as you reverse engineer
(45:40):
the sale right, as you reverseengineer the process of
acquiring a client or a customer.
Don't forget that we're going tobe diving deep into all of
these points in our content tocustomers three day workshop.
It is amazing.
You should see all of thepraise that we've gotten from
this workshop so far.
We've only taught it twice sofar and I'd love for you to get
(46:04):
in there.
So go to contenttocustomerscothat's contenttocustomersco to
get on the early bird list andscore up to 90% off if you
decide to join us in the nextcouple of weeks as we open up
the door.
So I love you.
I hope this was inspiring.
It gave you a lot of directionand don't forget to check out
(46:25):
the Profitable Content Blueprintand download that by texting us
blueprint to 866-498-2080.
That's 866-498-2080.
And hey, don't forget to tuneback in for episode number three
.
We're going to talk about howdo you actively ditch the
influencer playbook and what todo instead to continue creating
(46:47):
amazing content that doesn'ttake up all of your time but
really attracts your idealclients and makes an impact in
your bottom line.
I love you.
I will see you in the next one.
Un beso.
Bye for now.
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