October 16, 2025 • 20 mins
Listen to this episode to discover:
Why if you are posting every day on social media and it isn’t resulting in leads and clients, the algorithm isn’t the reason.
How important it is to sell to people who already know you vs trying to go viral with strangers.
The 4 types of content and balance that results in better engagement.
CLEAR Acceleration Inc. - Ignite Your Client Growth Engine
Christine Campbell Rapin is a business mentor and the owner of CLEAR Acceleration Inc. Service-based business owners and consultants hire her to build consistently profitable businesses by implementing effective marketing and business strategies and scale successfully. https://www.christinecampbellrapin.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:03):
If you are a B2B service based business owner and you are
looking to gain more clients, create more impact and more
revenue in your business, TuneInto amplify your marketing
message with Christine Campbell Rappin.
Every week we're going to take you through how to build an
audience of buyers, mastering your marketing message and
making offers that convert consistently.
(00:24):
See you all on the inside. If you are posting every single
day on any social media platform, or at least really
regularly, and it is not turninginto clients, we need to have a
(00:49):
conversation. Welcome to amplify your
marketing message. I am your host, Christine
Campbell Rappin and today I wantto talk about going from
crickets to clients. So many business owners, I know
how they love hate relationship with social media.
It takes up an enormous amount of bandwidth in their brain
(01:11):
capacity in their day. And yet that giant elephant in
the room is that it does not create leads.
It does not create the desired outcome of movement from a
potential buyer. And truthfully, if it's not
(01:31):
working to do exactly that, thiselement of your marketing is
broken and doing more of it is crazy.
So today in our episode of Amplify Your Marketing Message,
I want to talk about selling to the audience that is already
seeing your stuff. Because there is much truth and
(01:55):
you've heard it here before, that your business will be built
on strangers. So getting in front of more
people, more ways more often is essential.
It's not just essential on the first growth phase of your
business looking for your next client.
It is a always needed part of the puzzle.
(02:16):
However, before you can get great at serving strangers, you
have to great great at serving those who already know you.
And I read a stat once and I taught, had it shared on a
platform that I host called Turnon Your client Waterfall, that
the average human being knows 600 people.
So there are already 600 people that know you and they'll know
(02:40):
you from all walks of your life.And chances are some of those
people are on your social media platforms.
But you often forget that you could be serving and finding
clients in your inner circle of known people.
And when you are vetting ideas and looking for proof of
(03:01):
concept, it is easiest to go short than it is to go long.
And what I mean by that is sell to the audience you already
have. The Thing We Need to remember 1
Strangers need to be warmed up and need to understand who we
(03:24):
are, what we stand for, the lensin which we see the world and
what makes us worth listening to.
Because people buy when they seelike they're looking for some
level of familiarity, and that is key.
You end up, though, running a risk when you're playing the
(03:47):
familiarity game that you becomea likable expert, somebody who
educates. But let's also address this
elephant in the room. People don't pay likable
experts. They're liking you.
(04:07):
They're not buyers and this is dangerous.
So the biggest mistake I see people do is post random tips. 3
tips for this, 5 tips for this. It is pure education.
Often in certain social media platforms, people also don't
want to show their face. And I understand you have a
(04:27):
choice to make whether you are building a personal brand or
your company brand. At the end of the day, both are
part of a success story. People choose people first
before they choose a company. And your unwillingness to show
your face, your unwillingness totell story, your unwillingness
(04:48):
to be human is costing you clients.
And the third colossal thing I see and think is a huge mistake
is that you never ask people to do something.
You're so focused on the delivery of the knowledge and
hiding you and being vanilla that you forget to ask people to
(05:09):
do something. And the whole point of marketing
is movement. You are trying to have a group
of strangers or a group of people who may have some
familiarity with you to take action.
And if you don't invite, they won't move.
And that's why you have crickets.
(05:31):
So let's talk about the type of content.
Because it is not an algorithm problem.
Controversial statement there. It is not an algorithm problem.
If your content delivers, service delivers results, get
people moving, you will have allthe airtime you need and then
some on every social platform you choose to play on.
(05:53):
The problem is your stuff is crap and it doesn't deliver what
the algorithm wants. So it's not the algorithm's
fault is that you aren't playingthe game and so it's up to you
to change this because complaining in social forums, oh
it's so hard, nothing is moving blah blah blah is just noise.
Stop it. So I think that there needs to
(06:15):
be four types of content that you create, always with the
intent to show who you are, whatyou stand for, the lens in which
you see the world, and invitation to move for who's
ever observing from the outside world.
The first piece of this is that people need to do business with
(06:40):
you, with your business. And even if you're not the only
part of your business and you have a company name that leads
the story, you as the business owner or the face to some
degree, if you're a marketing manager within a business, they
are looking to your character and you have set the standard
(07:05):
for how we engage, how we serve and how we show up.
So character content, who I am in the world matters.
It matters a great deal. And that's why you need to talk
about who you are, what you stand for, how you play and how
you see the world. Who are you as a human being?
(07:27):
And I think this needs to be a significant part of your content
mix. I kind of guide my clients
around the fact that it's about 30% of the time.
So if you think of seven days a week, at least every week, you
should be talking about who are you and what are you doing as a
human being. People love behind the scenes.
(07:47):
They're going to make an assessment.
Do I trust you? Do I see like within you enough
to be overlapping to a degree based on this?
So show your face, share your life.
And that doesn't mean you have to share every secret that
you've got, but it does mean youneed to show your North Star.
(08:10):
What are your values? What do you care about?
How do you see the world And you're only looking for the
people that can understand and respect that.
Because if they don't align withyour character, you do not want
them as clients. Let them move on to the next
person they see in the scroll. But once I understand who you
(08:32):
are, I need to know if you walk your talk and that means
credibility. Note, I didn't say educate about
a general thing. That's a huge mistake.
You're not there to educate an unenlightened audience.
You're looking for a buyer who'salready got a known problem.
So for a buyer who has a known problem, are you credible in
(08:56):
solving that? Are you credible in sitting
beside them in the mess that they're in?
Are you credible for not just a short nanosecond of social
media, but to be in the trencheswith, to hold the line and to be
a safe bet, to be vulnerable andto put my money with and spend
(09:20):
time with? So credibility is the game, not
educating. And so there are lots of ways to
be credible in front of a potential stranger and invite
them to take action. You can talk about doing the
actual work. You can show behind the scenes.
(09:43):
You can do events. You can show up in action with
the work that your business stands for.
You can also solicit other people to be credibility
advocates for you. Simply put, get testimonials,
ask for client experiences, showwork, show wins.
(10:05):
It is true that you can. In the early days, when you're
just starting out, you are your best example from which to be
credible. As your business grows, as
success and more clients served happens, your clients take on
that leadership role within yourgrowth engine.
So ask. Clients love to talk about their
(10:28):
journey and you can have them answer.
And there's a great video here in our programming that talks
about getting testimonials and how do you do it?
What do you do? People will love to talk about
their experience with your business and not every
experience will be perfect. Record that, share that, talk
about how you recovered because that goes to your character and
(10:49):
shows you are credible. But credibility is key.
If I only like you but I don't trust you enough to hire you,
this has been for a wasted exercise.
So credibility to me is 50% of the time, 50% of the content put
out there should talk about yourcredibility, you doing stuff
(11:12):
that shows you walking the talk and others sharing their
experience of being in the room.So start thinking about how you
can show credibility about your specific result, about your
specific framework, about your specific way that you show up in
the world. That makes you a safe bet.
(11:34):
Do not educate about general information because your buyer
doesn't need that to get moving.They need to see somebody else
has already been where they wantto go.
So we've talked about the fact that you have to show who you
are. We have to talk about do you
walk your talk? The third thing is that people
(11:56):
need to connect. And I think one of the easiest
ways to connect with somebody isthrough story.
And what I often tell my clientsis the story you don't want to
tell, one that maybe doesn't show you in the best light,
always winning with your shit together.
That's the story that somebody will gravitate to.
(12:19):
Your person who understands thatwhile you are on the other side,
while you have a certain framework that delivers a
predictable result, it wasn't always the case.
Because you need to remember to connect with your next buyer
where they are, not where your current clients are or when you
are already past the problem. So connect.
(12:39):
Show your life. Show the work in progress.
Show the mistakes. Show the setbacks.
Show the celebrations people need to aspire to the life you
live. And I think what's important
when you're a buyer, think aboutthis when you're making buying
decisions yourself, you don't need somebody to be golden on a
(13:02):
pedestal. You need them to be real, and
that means not just talking about your life, talking about
how you show up in the world as human.
So at this stage, you know, you've got your character being
built, you've got your credibility built, you've got
your connection being built. What's left?
(13:24):
I'm asking, what do you think wemissed that so many business
owners missed? You have to talk about your
program, your services by name. You have to convert and have to
have action and have to show people you're actually a hired
(13:44):
resource. It's OK, 100% of OK to talk
about. I have this program, I'm running
this event. I have this to sell and in
general mix this is about 10% ofyour content.
If you are in a launch period heavy promotion, obviously 10%
(14:07):
is not enough or you won't sell anything.
But you do need to talk about your programs and services and
one of the best ways to check and audit this is to pull your
social media. People love engaging.
It's by very nature and engagingtype of activity.
What do you think I do? What do you think I sell?
What do you think my programs are called?
(14:28):
If you don't talk about your programs by name often enough,
you won't have people in the audience, potential buyers
walking into your space, puttingup their hand and saying, tell
me about the business Scale accelerator.
Hey, I've heard some other people talk about your 30 day
client enrollment leads. Brent, I want to know more about
it. You won't have people walking
(14:48):
into your space and saying what is the Ignite your Client Growth
Group program? And that is a missed
opportunity. Social is social.
So you're noting the general aggregate here.
I'm guiding that only 10% of thetime you're selling your stuff
overtly. OK, That's a really important
(15:09):
distinction. I'm not saying don't sell your
stuff all the time. I'm saying don't overtly sell
your stuff 99% of the time. I'm saying make sure people know
that you get hired and you can weave that into your story.
You can have examples of people seeing you in credibility.
You could have people seeing youin character.
You can have some people connecting and they can go.
At the end of the day, I'm a business owner, which means I
(15:30):
have something to sell, a solution, a solution and a
pathway that I can guide you to create.
So if you want to move from crickets to clients with your
social media, you need to understand that it is not the
algorithm's fault if you're not getting engagement.
(15:53):
It is you and your content and your story and your
haphazardness around this. It is not effective to simply
post tips that see the audience experience you as just a likable
expert. If you never show your face,
then you never show behind the scenes and you never show your
real life. People wonder are you human?
(16:17):
Especially in the world of so much AI related content.
If you never in gauge by asking somebody to take an action, you
are missing the boat. And before you start chasing the
next trend of being a viral sensation, remember this.
To grow clients, does it requirethat you have this massive
(16:40):
audience? The average human being has 600
people they know. I will tell you your next
client, somebody you already know, you have to sell to the
audience you already have. And I will tell you this because
I just experienced it in my business this week with a new
client who signed into our 30 day client enrollment lead
(17:03):
Sprint. I've known this person for
years. We have been in programs
together. She is connected to me on social
media. She has seen me do events for
years, but she got invited to anevent, my event in the spring
because someone else in my network was speaking.
And she said I want to go hear them speak.
(17:23):
And she said to me when we met in our sales call, she said, I
have watched you from the outside.
And I don't know why it took me so long to get into your room.
I didn't get here because you invited me.
I got here because somebody elseinvited me.
But holy Dina, you actually solve the business problem that
I have and I need help. What are the options?
(17:48):
How do I hire you? An audience I already knew,
somebody who already had some familiarity with me so
understood my character, saw some credibility but was
endorsed in credibility by somebody else I was
collaborating with, saw an invitation where I made in
(18:09):
direct offer come into this session coming by the VIP,
coming by a session with me so you can solve the problem.
That was my conversion exercise.And guess what?
Through personal connections andtears shed, she has become our
latest client. This is how businesses run.
(18:33):
Your next client is searching for you right now.
It's up to you to go get banned,and you do it by getting the
right mix of content out there and staying at the table.
If you need support, I want you to download a resource.
It is on Christine Campbell wrapping.com/podcast.
(18:57):
There is a resource to help you write better copy to master your
marketing message. Download it and start using it.
Coupled with this podcast episode and my friends, you will
want to save this episode and check in regularly.
Am I on track? Because when you are, you don't
(19:21):
live in the land of crickets, you live in the land of clients.
I'll see you there. That's a wrap on another amazing
episode of Amplify your Marketing Message with me, your
host Christine Campbell rap. And be sure to subscribe on your
(19:42):
favorite podcast platform so youdon't miss another great
episode. And be sure to visit
christinecampbellrappin.com/podcastto get a free resource on how to
master your marketing message. We'll see you all on our next
episode.
If you are a B2B service based business owner and you are
looking to gain more clients, create more impact and more
revenue in your business, TuneInto amplify your marketing
message with Christine Campbell Rappin.
Every week we're going to take you through how to build an
audience of buyers, mastering your marketing message and
making offers that convert consistently.
(00:24):
See you all on the inside. If you are posting every single
day on any social media platform, or at least really
regularly, and it is not turninginto clients, we need to have a
(00:49):
conversation. Welcome to amplify your
marketing message. I am your host, Christine
Campbell Rappin and today I wantto talk about going from
crickets to clients. So many business owners, I know
how they love hate relationship with social media.
It takes up an enormous amount of bandwidth in their brain
(01:11):
capacity in their day. And yet that giant elephant in
the room is that it does not create leads.
It does not create the desired outcome of movement from a
potential buyer. And truthfully, if it's not
(01:31):
working to do exactly that, thiselement of your marketing is
broken and doing more of it is crazy.
So today in our episode of Amplify Your Marketing Message,
I want to talk about selling to the audience that is already
seeing your stuff. Because there is much truth and
(01:55):
you've heard it here before, that your business will be built
on strangers. So getting in front of more
people, more ways more often is essential.
It's not just essential on the first growth phase of your
business looking for your next client.
It is a always needed part of the puzzle.
(02:16):
However, before you can get great at serving strangers, you
have to great great at serving those who already know you.
And I read a stat once and I taught, had it shared on a
platform that I host called Turnon Your client Waterfall, that
the average human being knows 600 people.
So there are already 600 people that know you and they'll know
(02:40):
you from all walks of your life.And chances are some of those
people are on your social media platforms.
But you often forget that you could be serving and finding
clients in your inner circle of known people.
And when you are vetting ideas and looking for proof of
(03:01):
concept, it is easiest to go short than it is to go long.
And what I mean by that is sell to the audience you already
have. The Thing We Need to remember 1
Strangers need to be warmed up and need to understand who we
(03:24):
are, what we stand for, the lensin which we see the world and
what makes us worth listening to.
Because people buy when they seelike they're looking for some
level of familiarity, and that is key.
You end up, though, running a risk when you're playing the
(03:47):
familiarity game that you becomea likable expert, somebody who
educates. But let's also address this
elephant in the room. People don't pay likable
experts. They're liking you.
(04:07):
They're not buyers and this is dangerous.
So the biggest mistake I see people do is post random tips. 3
tips for this, 5 tips for this. It is pure education.
Often in certain social media platforms, people also don't
want to show their face. And I understand you have a
(04:27):
choice to make whether you are building a personal brand or
your company brand. At the end of the day, both are
part of a success story. People choose people first
before they choose a company. And your unwillingness to show
your face, your unwillingness totell story, your unwillingness
(04:48):
to be human is costing you clients.
And the third colossal thing I see and think is a huge mistake
is that you never ask people to do something.
You're so focused on the delivery of the knowledge and
hiding you and being vanilla that you forget to ask people to
(05:09):
do something. And the whole point of marketing
is movement. You are trying to have a group
of strangers or a group of people who may have some
familiarity with you to take action.
And if you don't invite, they won't move.
And that's why you have crickets.
(05:31):
So let's talk about the type of content.
Because it is not an algorithm problem.
Controversial statement there. It is not an algorithm problem.
If your content delivers, service delivers results, get
people moving, you will have allthe airtime you need and then
some on every social platform you choose to play on.
(05:53):
The problem is your stuff is crap and it doesn't deliver what
the algorithm wants. So it's not the algorithm's
fault is that you aren't playingthe game and so it's up to you
to change this because complaining in social forums, oh
it's so hard, nothing is moving blah blah blah is just noise.
Stop it. So I think that there needs to
(06:15):
be four types of content that you create, always with the
intent to show who you are, whatyou stand for, the lens in which
you see the world, and invitation to move for who's
ever observing from the outside world.
The first piece of this is that people need to do business with
(06:40):
you, with your business. And even if you're not the only
part of your business and you have a company name that leads
the story, you as the business owner or the face to some
degree, if you're a marketing manager within a business, they
are looking to your character and you have set the standard
(07:05):
for how we engage, how we serve and how we show up.
So character content, who I am in the world matters.
It matters a great deal. And that's why you need to talk
about who you are, what you stand for, how you play and how
you see the world. Who are you as a human being?
(07:27):
And I think this needs to be a significant part of your content
mix. I kind of guide my clients
around the fact that it's about 30% of the time.
So if you think of seven days a week, at least every week, you
should be talking about who are you and what are you doing as a
human being. People love behind the scenes.
(07:47):
They're going to make an assessment.
Do I trust you? Do I see like within you enough
to be overlapping to a degree based on this?
So show your face, share your life.
And that doesn't mean you have to share every secret that
you've got, but it does mean youneed to show your North Star.
(08:10):
What are your values? What do you care about?
How do you see the world And you're only looking for the
people that can understand and respect that.
Because if they don't align withyour character, you do not want
them as clients. Let them move on to the next
person they see in the scroll. But once I understand who you
(08:32):
are, I need to know if you walk your talk and that means
credibility. Note, I didn't say educate about
a general thing. That's a huge mistake.
You're not there to educate an unenlightened audience.
You're looking for a buyer who'salready got a known problem.
So for a buyer who has a known problem, are you credible in
(08:56):
solving that? Are you credible in sitting
beside them in the mess that they're in?
Are you credible for not just a short nanosecond of social
media, but to be in the trencheswith, to hold the line and to be
a safe bet, to be vulnerable andto put my money with and spend
(09:20):
time with? So credibility is the game, not
educating. And so there are lots of ways to
be credible in front of a potential stranger and invite
them to take action. You can talk about doing the
actual work. You can show behind the scenes.
(09:43):
You can do events. You can show up in action with
the work that your business stands for.
You can also solicit other people to be credibility
advocates for you. Simply put, get testimonials,
ask for client experiences, showwork, show wins.
(10:05):
It is true that you can. In the early days, when you're
just starting out, you are your best example from which to be
credible. As your business grows, as
success and more clients served happens, your clients take on
that leadership role within yourgrowth engine.
So ask. Clients love to talk about their
(10:28):
journey and you can have them answer.
And there's a great video here in our programming that talks
about getting testimonials and how do you do it?
What do you do? People will love to talk about
their experience with your business and not every
experience will be perfect. Record that, share that, talk
about how you recovered because that goes to your character and
(10:49):
shows you are credible. But credibility is key.
If I only like you but I don't trust you enough to hire you,
this has been for a wasted exercise.
So credibility to me is 50% of the time, 50% of the content put
out there should talk about yourcredibility, you doing stuff
(11:12):
that shows you walking the talk and others sharing their
experience of being in the room.So start thinking about how you
can show credibility about your specific result, about your
specific framework, about your specific way that you show up in
the world. That makes you a safe bet.
(11:34):
Do not educate about general information because your buyer
doesn't need that to get moving.They need to see somebody else
has already been where they wantto go.
So we've talked about the fact that you have to show who you
are. We have to talk about do you
walk your talk? The third thing is that people
(11:56):
need to connect. And I think one of the easiest
ways to connect with somebody isthrough story.
And what I often tell my clientsis the story you don't want to
tell, one that maybe doesn't show you in the best light,
always winning with your shit together.
That's the story that somebody will gravitate to.
(12:19):
Your person who understands thatwhile you are on the other side,
while you have a certain framework that delivers a
predictable result, it wasn't always the case.
Because you need to remember to connect with your next buyer
where they are, not where your current clients are or when you
are already past the problem. So connect.
(12:39):
Show your life. Show the work in progress.
Show the mistakes. Show the setbacks.
Show the celebrations people need to aspire to the life you
live. And I think what's important
when you're a buyer, think aboutthis when you're making buying
decisions yourself, you don't need somebody to be golden on a
(13:02):
pedestal. You need them to be real, and
that means not just talking about your life, talking about
how you show up in the world as human.
So at this stage, you know, you've got your character being
built, you've got your credibility built, you've got
your connection being built. What's left?
(13:24):
I'm asking, what do you think wemissed that so many business
owners missed? You have to talk about your
program, your services by name. You have to convert and have to
have action and have to show people you're actually a hired
(13:44):
resource. It's OK, 100% of OK to talk
about. I have this program, I'm running
this event. I have this to sell and in
general mix this is about 10% ofyour content.
If you are in a launch period heavy promotion, obviously 10%
(14:07):
is not enough or you won't sell anything.
But you do need to talk about your programs and services and
one of the best ways to check and audit this is to pull your
social media. People love engaging.
It's by very nature and engagingtype of activity.
What do you think I do? What do you think I sell?
What do you think my programs are called?
(14:28):
If you don't talk about your programs by name often enough,
you won't have people in the audience, potential buyers
walking into your space, puttingup their hand and saying, tell
me about the business Scale accelerator.
Hey, I've heard some other people talk about your 30 day
client enrollment leads. Brent, I want to know more about
it. You won't have people walking
(14:48):
into your space and saying what is the Ignite your Client Growth
Group program? And that is a missed
opportunity. Social is social.
So you're noting the general aggregate here.
I'm guiding that only 10% of thetime you're selling your stuff
overtly. OK, That's a really important
(15:09):
distinction. I'm not saying don't sell your
stuff all the time. I'm saying don't overtly sell
your stuff 99% of the time. I'm saying make sure people know
that you get hired and you can weave that into your story.
You can have examples of people seeing you in credibility.
You could have people seeing youin character.
You can have some people connecting and they can go.
At the end of the day, I'm a business owner, which means I
(15:30):
have something to sell, a solution, a solution and a
pathway that I can guide you to create.
So if you want to move from crickets to clients with your
social media, you need to understand that it is not the
algorithm's fault if you're not getting engagement.
(15:53):
It is you and your content and your story and your
haphazardness around this. It is not effective to simply
post tips that see the audience experience you as just a likable
expert. If you never show your face,
then you never show behind the scenes and you never show your
real life. People wonder are you human?
(16:17):
Especially in the world of so much AI related content.
If you never in gauge by asking somebody to take an action, you
are missing the boat. And before you start chasing the
next trend of being a viral sensation, remember this.
To grow clients, does it requirethat you have this massive
(16:40):
audience? The average human being has 600
people they know. I will tell you your next
client, somebody you already know, you have to sell to the
audience you already have. And I will tell you this because
I just experienced it in my business this week with a new
client who signed into our 30 day client enrollment lead
(17:03):
Sprint. I've known this person for
years. We have been in programs
together. She is connected to me on social
media. She has seen me do events for
years, but she got invited to anevent, my event in the spring
because someone else in my network was speaking.
And she said I want to go hear them speak.
(17:23):
And she said to me when we met in our sales call, she said, I
have watched you from the outside.
And I don't know why it took me so long to get into your room.
I didn't get here because you invited me.
I got here because somebody elseinvited me.
But holy Dina, you actually solve the business problem that
I have and I need help. What are the options?
(17:48):
How do I hire you? An audience I already knew,
somebody who already had some familiarity with me so
understood my character, saw some credibility but was
endorsed in credibility by somebody else I was
collaborating with, saw an invitation where I made in
(18:09):
direct offer come into this session coming by the VIP,
coming by a session with me so you can solve the problem.
That was my conversion exercise.And guess what?
Through personal connections andtears shed, she has become our
latest client. This is how businesses run.
(18:33):
Your next client is searching for you right now.
It's up to you to go get banned,and you do it by getting the
right mix of content out there and staying at the table.
If you need support, I want you to download a resource.
It is on Christine Campbell wrapping.com/podcast.
(18:57):
There is a resource to help you write better copy to master your
marketing message. Download it and start using it.
Coupled with this podcast episode and my friends, you will
want to save this episode and check in regularly.
Am I on track? Because when you are, you don't
(19:21):
live in the land of crickets, you live in the land of clients.
I'll see you there. That's a wrap on another amazing
episode of Amplify your Marketing Message with me, your
host Christine Campbell rap. And be sure to subscribe on your
(19:42):
favorite podcast platform so youdon't miss another great
episode. And be sure to visit
christinecampbellrappin.com/podcastto get a free resource on how to
master your marketing message. We'll see you all on our next
episode.
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