S8 EP8: Content Traps That Are Costing You THOUSANDS (and How to Fix Them Fast)

Is your content getting attention but not sales?
In this episode, Kim & Chris break down one of the biggest traps online business owners fall into — chasing virality instead of focusing on building buyers.

They unpack why the influencer playbook no longer works for entrepreneurs, and how a “social media recession” is creating a brand-new opportunity for coaches, course creators, and service providers who know how to play the game differently.

👉 Ready to turn your content into customers?
Join the next TBL+ Coaching Cohort → 

Text 'COACH' to 1-866-498-2080
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@kimannjimenez
@chrismichaelharris

Discover:
 💡 Why “just staying consistent” is keeping you stuck (and what to do instead)
 🔥 The rise of the superfan and how algorithms now reward clarity and depth
💰 How small, focused audiences are generating massive profits
🚫 The hidden cost of virality — and why followers don’t equal freedom
🎯 A real roadmap for turning your content into consistent customers

Plus, hear real client wins — from $6K in a week to $60K in a month — all from small, intentional audiences who buy.

Follow us on Instagram:
 @kimannjimenez
@chrismichaelharris

#BusinessLoungePodcast #OnlineBusiness #ContentMarketing #Superfans #Entrepreneurship #DigitalMarketing #SocialMediaStrategy

Chapters

• 0:00 Virality Doesn’t Equal Buyers
• 0:30 The Social Media Recession Explained
• 8:40 Influencer Playbook vs Business Playbook
• 15:50 Season of the Superfan
• 22:30 Quality Over Quantity: Specificity Wins
• 28:30 Case Studies: Small Audiences, Big Sales
• 36:00 The Myth of Followers = Money
• 44:00 Simple Content, Higher Conversions

Transcript

SPEAKER_02: 0:00

Virality does not equal buyers. People see you as an entertainment account, they're not going to buy from you. They need to see you like a business, like a professional, like someone they want to hire, someone they want to work with.

SPEAKER_01: 0:12

I'm gonna declare this the season of the super fan. So you are in a season of being able to build those radical superfans that will niche down because the algorithm is gonna show content specifically to you, but if you position appropriately, if you're trying to be everything to everybody and you're just posting slop content, then the algorithm's not gonna know who you're for.

SPEAKER_02: 0:30

What the social media recession looks like. It means that there's more people creating content than there are people consuming content. People are wanting to consume less, but they're wanting to go much deeper.

SPEAKER_01: 0:40

Like you've roped in a bunch of people that are then gonna scream at you the minute you say something that they don't agree with. Yep. Now, then what happens? Then you go back to just being vanilla.

SPEAKER_02: 0:47

That's the influencer playbook. The business playbook is completely different. As an entrepreneur, you don't need the crazy numbers, but you need quality, you need to speak to the right people, and you need to do that in a way that activates desire for your offers in every single post.

SPEAKER_01: 1:02

We have a client that's selling merchandise on TikTok shop. He has 300 followers. He just started 96 months ago. He sold one particular item he sold 7,000 times and growing.

SPEAKER_02: 1:12

Made like$60,000 from that one product. What's up, the media? It's Kim and Chris. And you're listening to the Business Lounge Podcast.

SPEAKER_01: 1:20

In each episode, we'll break down all the latest in online marketing, give you all the details on what's working now to turn your content into customers, boost your leads in sales, and scale your business fast.

SPEAKER_02: 1:31

All without compromising on what you care about the most. Faith, family, and freedom. And listen, it's all real, raw, and unfiltered. So let's start the show. Welcome back to the Business Nodge Podcast. I am your co-host, Kim. We got Chris, as always, Net House. And Chris, today we're we gotta merch.

SPEAKER_00: 1:50

What are we doing?

SPEAKER_02: 1:51

We got merch.

SPEAKER_00: 1:52

We gotta merch it back here.

SPEAKER_02: 1:54

These are not available yet, but we gotta we're in the works. We're in the works. I know. Someone asked about the hat.

SPEAKER_01: 1:58

I'm gonna no shameless. San Pellegrino, forget it. It's TBL, baby.

SPEAKER_02: 2:06

That's good stuff. So, Chris, today, content traps. Yeah. We're gonna get into it. Um, last this is a series, y'all. So the last uh episode, we talked a lot about content mindset shifts. Yeah. And the way that you're thinking about content can absolutely keep you stuck and unprofitable. And we wanna change all that. We want to make sure that you're thinking about content the right way, that it's not something that you dread, but it's something you look forward to, that it's a tool, a growth lever, something that you do because you know it's gonna make you money. Yeah. Not something that you do because you think that you need to do it. Um and so you're just ticking a box, which is how most small business owners think about content, even if they're totally in the content game. Um so what do you think about that?

SPEAKER_01: 2:45

We're gonna have you guys go today from where you are now to when we're done.

SPEAKER_02: 2:51

Like all I'm like, yeah, you didn't I just do that.

SPEAKER_01: 2:55

Had to. Yes. No, this is a huge deal, guys. And um, we have quite a few that I think you're all gonna resonate with. I would love for you to comment in the comments below and say which one like resonated with you the most or which one you fall into the most. So the cool thing is when you get out of this and we're gonna talk about some amazing case studies because we have people that um either are brand new to business, period, uh, or we're doing another business and now they're they've transitioned online. And the awesome thing is that they don't have huge audiences and they've never done content before and they're getting massive wins.

SPEAKER_02: 3:24

Absolutely.

SPEAKER_01: 3:25

So massive wins.

SPEAKER_02: 3:26

If you wanna check out their case studies and also we have a cool announcement at the end, make sure that you watch this entire episode through. So we're gonna dive right in, right? We're gonna get into the good stuff.

SPEAKER_03: 3:36

There you go.

SPEAKER_02: 3:36

The first content trap that we see all the time is people thinking that if you stay consistent, eventually it'll pay off.

SPEAKER_00: 3:44

Oh my gosh.

SPEAKER_02: 3:45

And that was the case 10 years ago, right? That was absolutely the case when we had uh just the Gary V eruption of like, just do content and we will figure it out later. Don't worry about how it's going to help you monetize.

SPEAKER_01: 4:00

I don't think he was wrong at that time. He wasn't wrong at that time. You have to we talk about this all the time. We talk about market cycles. You have to remember at that time, so we have been around in that. Like that was our hormose, was Gary Vee. Yeah, yeah. We were on the V train.

SPEAKER_02: 4:12

We're the old school.

SPEAKER_01: 4:13

Yeah, we were on the V train for sure. And so back then, guys, it was just a matter of getting your voice out there. We we had to twist people's arms just to produce content. She twisted my arm just to produce content. That's true in our first episode. So that's at that point in time, the algorithms they didn't have, you know, as many people uh because they didn't re-again, we were problem aware, no one was doing this kind of thing. Like, so we had to can we had to educate them on why they needed to do it to begin with.

SPEAKER_03: 4:36

Yeah.

SPEAKER_01: 4:36

And so just letting people know you did something was like, oh, that's cool. And then now that's not a new opportunity anymore. People know about it doesn't mean you can't win, because I promise you, you can win bigger than ever now for a lot of reasons because people are used to now. See, back in the day, our uh we had to fight people on like, yeah, it's safe to spend money over the internet. It's safe to meet somebody on social and buy something from them.

SPEAKER_03: 4:54

No.

SPEAKER_01: 4:54

Back then it was like, oh no, no, so taper, right? If you weren't like the yellow pages, like that was what they were used to. They didn't, you know, find you on good old Google and get on the phone with you and mail you a check.

SPEAKER_03: 5:02

Right.

SPEAKER_01: 5:03

Um, and so you again, pros and cons, but you have to play the season you're in, and the season we're in now is cut through with clarity, messaging, and positioning, which is what we preach and teach and how people do, and you can win big. But back then, yeah, Gary, the Gary V season was just get it out there.

SPEAKER_02: 5:17

So stay consistent and you'll figure it out. And the reality is, like Chris said, the market has evolved and shifted. We're in a way more sophisticated market. Yeah, and consistently doing something that isn't working is kind of the definition of insanity. That's full, right? Like and if you think about it, and I don't want to like offend you or make you feel bad if you've been in the consistency train. Feel bad feel offended.

SPEAKER_03: 5:39

I'm kidding.

SPEAKER_02: 5:40

But we've done that. We've just created content for the sake of creating content. Yeah. Just because we're like, oh, people are expect this from us.

SPEAKER_01: 5:47

Yeah, I was fully in Gary V mode.

SPEAKER_02: 5:49

And so it's one of those things where that is no longer working. That is no longer the thing that is actually going to move the needle, that's gonna help you get more clients and customers. It's gonna make you feel relieved because you have a steady stream of leads and sales.

SPEAKER_03: 6:02

Yeah.

SPEAKER_02: 6:03

What is going to accomplish that for you is having an actual strategy. It's coming, you know, it's showing up to the content sphere with something to say, speaking to your ideal client very, very specifically, like we talked about in the previous episode. And so I think we need to completely deprogram ourselves a little bit and remember that it's not about just creating content consistently, it's about making sure that it's turning into real momentum. Otherwise, you're just gonna stay stuck wondering why you're getting fewer and fewer followers, fewer and fewer likes, fewer and fewer views. Cause like we talked about in Chris's podcast, actually, I don't know if we've talked about that here yet. Um, or in a social media recession. And what that means is you need to double down on strategy because you need to make the views and the engagement that you are getting count 10x. And you can do that. We're gonna show you how to do that. Oh, I mean how our clients are doing that.

SPEAKER_01: 6:54

I want to flip a positive there because I know we talked about the recession and obviously that carries a negative connotation. Totally. As it should, right, as it should. Like people are really disrupted when in recessions and depressions happen. However, did you know that 80% of new millionaires are made during recession and or bear market seasons, meaning when the economy's not good.

SPEAKER_02: 7:10

Right.

SPEAKER_01: 7:10

So what you have an opportunity to do here is be one of those new millionaires, right? Not not in a monetary sense. I mean, hopefully if that's what your goal is. But what I mean is there's all in that season, there's always so much disruption and things that change that there's a new opportunity. There's always a new opportunity. And so I I just want to flip that as an as a positive, right? And not have you be like, oh my god, it was religion I came with. No, because that's not the case. And we're seeing people win bigger than ever.

SPEAKER_02: 7:32

But what you're talking about is the macro market. I'm talking about social media as it relates to content.

SPEAKER_01: 7:36

No, I'm connecting the two as a metaphor.

SPEAKER_02: 7:38

Right. So let me clarify what what the social media recession looks like. It means that there's more people creating content than there are people consuming content. And what that creates in an environment like this one, yes, is that people are wanting to consume less, but they're wanting to go much deeper. So if they were following 25 people and they were, you know, watching their YouTube videos or they were listening to 25 podcasts, now they want to listen to four or five. And they want to, instead of spreading themselves thin and spending 15 minutes with each, they want to spend three hours with each. And so what that's to me, that is exciting because what happens is I have to create less content, but I need to make it more specific. I need to have less of a lift in terms of hustling and quantity. And what I need to do is focus on quality. We have made that shift the last two years and we have produced the least amount of content and made the most amount of money. Yes. Why? Because we're speaking very specifically to course graders and service providers and experts who can relate with the strategies that we're sharing. And more importantly, it feels like an answer for them. It's an answer for them, but also we're layering in right our values. And so we talk about being mission-oriented and faith-based and all these things are attracting the people that actually are like, oh my gosh, you know. So let's say, for example, that we're getting, and we're not, but let's say that we're getting 50% less views on our YouTube channel than we used to, right? What we're doing is we're being really specific because that 50% of people that we're now reaching those views, because we're being really specific with our message, now we're able to maybe like increase our conversion rate from maybe 10% than it was before to 30%.

SPEAKER_01: 9:09

Way higher.

SPEAKER_02: 9:10

And so now we get more customers, even though we have fewer views potentially.

SPEAKER_01: 9:14

We've we've sold high ticket at a higher rate than ever before.

SPEAKER_02: 9:17

For sure. And our content is like I can't even believe it. By episode six, we'd sold like$21,000 just directly from and it that keeps growing. Yeah. And we only had 300 subscribers.

SPEAKER_00: 9:30

Oh, it was crazy.

SPEAKER_02: 9:31

So it's one of those things where it's like, guys, don't worry so much about the influencer playbook. That's why we're talking so much about the influence influencer playbook. You have a different business model, right? The influencer playbook that everyone was playing 10 years ago when Gary Vee was like more content, more consistently, was get as many followers as possible and as much engagement as possible. But that's the influencer mindset because they make money by the amount of followers and engagement that they have. Let me just sorry, Rob. Um, and that's because they need to go and show sponsors, which are businesses like us, hey, this is my reach. This is my platform. They get paid based on how many followers they have, how much engagement they can actually uh get, and also how many traff, how much traffic they can actually send. That's the influencer playbook. The business playbook is completely different. As an entrepreneur, you don't need the crazy numbers, but you need quality. You need to speak to the right people, and you need to do that in a way that activates desire for your offers in every single post. So they're excited to do business with you and they're like, she's the one. I'm ready.

SPEAKER_01: 10:27

Yeah. I have a lot of thoughts here. And I want to try. No, no, no. I want to try to make sure my ADD brain stays on stays on point here because I can go down some rabbit holes.

SPEAKER_02: 10:35

We're here for the rabbit holes.

SPEAKER_01: 10:36

Okay. So one, I think I'm going to declare this the season of the super fan.

SPEAKER_03: 10:40

I love that.

SPEAKER_01: 10:41

It's this is the season of the super fan. And what I mean by that is what Kim just said. We so when when when the information expanded, it gets overwhelming. Think about it. When you've heard 17 different strategy approaches and pieces of advice, and you're like, I don't even know which one to start with, right? And so what you do is you say, No, they need to I need to find somebody that understands me specifically. So you niche down, then within that niche, you try to find somebody that aligns with other things, psychographics. I talk about psychographics a lot. So then what you do is you say, niche into vertical, niche down to person or few people, meaning maybe you have one or two people that you follow that you learn from or that you consume content from, right? So you literally have wedged yourself down because of the way the market expanded into being a super fan of few versus following many. Now, let me f let me equate that back to how the algorithms work because that is just as important. When expansion takes place and now you have more content mediums, you have TikTok, you have Instagram, you have X, you have whatever. What's the what what do these platforms need to do to make money? They need you on platform, staying on platform, consuming a lot of content because why? You see more ads. When you see more ads, they make more money. That's how they monetize, right? Now, when the when the competition is fierce, meaning it's not just Facebook has a monopoly, but they've got real competition in the marketplace. Who wins? The person that can get you to content that you want to see faster than anything, because then you're gonna stay longer. If you go to TikTok and your first five swipes are not things that you want to see, you're like, I'm kind of bored with this today. I'm gonna go to Instagram because Instagram's showing me relevant things. I have people on TikTok that tell me the reason they're on TikTok is because the algorithm is way better than the meta platforms. It shows them what they want to see. Now, let's flip that back. So you have two parallels here. You have the part that I talked about, people, people's behavioral trend, meaning they want to go down and niche into finding become super fans of somebody, but also you have what's happening in social media land with their business model. Layer those two together, and what do you find? It works to your benefit, both algorithmically, but also based off of human psychology principles. So you are in a season of being able to build those radical super fans that will niche down because the algorithm is going to show content specifically to you. But if you position appropriately, if you're trying to be everything to everybody and you're just posting slop content, then the algorithm's not going to know who you're for. And moreover, you're not going to play to the psychology that we're seeing play out with people wanting to niche down and find people that they they become super fans of.

SPEAKER_02: 13:05

I love that. You put that so well. That's really cool. And it should make you excited because that's to give new opportunity. That's what is exciting right now. It's the fact that we are living in a world that is shifting and changing so quickly. Um, but yet with the right message, you can stand out in ways that you never could have even five years ago. What's really cool. I remember five years ago, we had to go so broad with our message so that we could attract enough people and then funnel them down to our offers. Now we can go so direct with our message, we can layer in the values. And guess what? People are so sensitive. And this is like, I'm just gonna say, this is the this is the positive side of politics and almost like the culture wars that we're living in, everyone is hypersensitive to all the messages, which means that when they hear you say something that speaks to them, they're like, she's my tribe. She gets me. She understands what I'm saying. And it's true. And what's cool about what you're saying is that now the algorithms are also adapting to find people that are like the people that you're speaking to.

SPEAKER_01: 14:04

Faster than ever.

SPEAKER_02: 14:05

Faster than ever. Which means that the whole idea of kind of going viral and having to have a huge following is imploding in itself. Yeah. And we're not adapting to that yet because we're used to playing by the old rules. The neurals are way more fun, they're way more profitable, profitable, and they do not require you to actually do more work, which is super exciting.

SPEAKER_01: 14:25

Yeah, and people don't care. They don't care if you have a million followers. If it's something that they want and they see alignment, yeah, they're gonna buy it, even if you have 300 followers.

SPEAKER_02: 14:32

Totally.

SPEAKER_01: 14:33

Like we have a client that's selling uh merchandise on TikTok shop. He has 300 followers, he just started like not even six months ago.

SPEAKER_02: 14:38

Yep.

SPEAKER_01: 14:38

And he sold that item, he sold one particular item, he sold 7,000 times and growing.

SPEAKER_02: 14:43

Made like$60,000 from that one product. So it's one of those things where I'm just really excited and it kind of leads into your the second contact trap, Chris, which is I need to go viral to be successful.

SPEAKER_03: 14:53

Oh gosh.

SPEAKER_02: 14:53

Um, and look, attention and visibility is important, but the wrong attention and visibility is detrimental. It can actually shift things in your business in the wrong direction. We see this all the time with our clients who go viral um and then tell us it did nothing for my bottom line. I didn't get a single lead, but also it actually shifted the algorithm. And now I'm getting all these people who don't actually want to do business with me. Yeah, they're just here for the free tips. Yeah. And you want to not be here for the free like that's not what you want your account to be seen as a free tips account.

SPEAKER_01: 15:24

So everybody's afraid about people screaming at them about something they said in the comments. I know. If you want to attract a lot of people that are gonna scream at you in the comments, go viral.

SPEAKER_02: 15:32

Please do.

SPEAKER_01: 15:32

Because what you're doing is you're going out to the ocean and you're just casting this giant net and you're hoping, like, come to me, do business with me. And it's like, nope, you caught some jellyfish, nope, you caught some sharks, nope, right? Like exactly. Like you roped in a bunch of people that are then gonna scream at you the minute you say something that they don't agree with and realize that you are a person that they don't agree with. Now, then what happens? Then you go back to just being vanilla and not saying things that you're like, oh, the people are gonna scream at me, but you've created the problem yourself through going viral to the wrong people.

SPEAKER_02: 16:00

But test this out, y'all. Open up your Instagram or even like your YouTube and go to the explore tab and look at what is being recommended to you as viral content. Go to the comments and tell us that we're wrong. It's crazy. Like, I live in the comment section. Am I wrong? I live in the comments, because I am fascinated by people's psychology.

SPEAKER_01: 16:17

So this is an interesting kim and I. My ADD brand is like, next, next, fast, go, more, more. And Kim's like, comments. And she's reading everything every single time. She'll read the comments to the comments. Yep. To the comments.

SPEAKER_02: 16:26

Because they're so bored.

SPEAKER_01: 16:28

I'm like giving my phone back, please.

SPEAKER_02: 16:30

It's so true. Um, so here's the way that we need to think about it. Virality does not equal buyers, verality just equals attention, right? And so sometimes, if you, like Chris said, if you have the attention to the wrong audience, you're just going to invite a slew of criticism and the wrong kind of follower that now is going to hold you to that same content piece and that same message throughout the next like iteration of your whole account, which sucks. So, for me, at least, what I really want to focus on is thinking of how do we actually turn more of the views that we have into more valuable views, right? So, how do we attract the right person so that we get the right views, the right audience, and turn those people into customers?

SPEAKER_01: 17:11

I've got I've got a good metaphor I think is going to land with people. Okay. It just came to me.

SPEAKER_02: 17:16

He was, did you see he was so excited he couldn't wait to talk?

SPEAKER_01: 17:20

So you remember when you were in high school and you had the one person that was really popular that everybody knew, and he was the class president, and he was the captain of the football team, and he was, you know, on the morning news as the main anchor, whatever, right? What whatever your high school looked like. The McDonald's All-America. I had a McDonald's All-American athlete, like was crazy, you know what I mean? But everybody knew who he was because he because he was known for things that aligned with who he was. And he built that virality visibility of himself through being very strategic about how he positioned himself in the world based on who he was. Now, flip side, we all had the class clown, the kid that would literally do whatever just to make noise, just to be seen. And everybody's like, yeah, everybody knows who he is, but they think he's an idiot.

SPEAKER_02: 18:07

How many people are being class clowns on social media?

SPEAKER_01: 18:11

That's so that's what's happening. People are being there's coaches telling people to like leave your fly undone, leave something in your teeth, leave a booger hanging out of your nose because it'll cause people to stop and see your stuff. That's class clown behavior. That's uh the adulting version of being a class clown on the internet. Be the all-American.

SPEAKER_03: 18:29

I love that.

SPEAKER_01: 18:30

Be the guy that's known for the right things, not for having boogers hanging out of your nose and being visible because of that. Don't be a content class clown.

SPEAKER_02: 18:37

I love that. That's such a good analogy, babe. You crushed it. Um, but here's the thing. We we can we can actually like show you guys examples of this because not two weeks ago, we had a client and you worked with her on dialing in her messaging. So she's a dietitian, she has an amazing range, she's an expert in many things, but we wanted to talk to a very specific sub-avatar within her audience. And her post got like what, 15 likes?

SPEAKER_01: 19:04

16. And I was one of them. I'm not her audience at all. She works with women.

SPEAKER_02: 19:08

Her Instagram post got got like 16 likes, and yet she got six applications to her coaching program. Yeah. Because she spoke directly to that person and that problem. And she flipped, she talked about some misconceptions, she flipped uh some of the common beliefs that people have around her niche. And that post alone generated like$20,000 because she has a high like a high-ticket coaching program, um, which is amazing because again, it's not about quantity, it's about quality. It's about speaking to the right person with the right message and giving them a layup to your solution. And this might sound complicated, but it's not, you guys. All you really need to think about is what is the problem that I'm solving with my product or my offer and how do I speak directly to my audience so that I'm attracting the right person. And I think that sometimes we get too caught up in the leads in that. And the reality is this new opportunity does not require us to be sophisticated from the standpoint of being complex.

SPEAKER_03: 20:06

Yeah.

SPEAKER_02: 20:06

The the strategy behind it is sophisticated because it's simple and because it's uncomplicated. And I hope that you're breathing a sigh of relief. Yeah, you should. We we had a coaching session yesterday. We're talking about this, and I could visibly see our clients be like and like sigh a sigh of relief because it's intimidating and it's a lot of work to try to compete with influencers and content creators. Yeah, yeah.

SPEAKER_01: 20:28

That's but that's you mentioned, yeah, you said you nailed it. Like that's that's the pressure literally from the buildup of all these years of people feeling that's the play that that's the play that they have to make. And the reality is that we see people winning all the time, and that's not what they're doing at all. Totally. That doesn't mean though that we're anti-growth on the internet. I feel like we're so binary the way we focus on things that people hear us they think we're just like crusty about social, but like, well, they're just crusty, old, grumpy people. And it's like, no, we just want you to be the McDonald's all-American that grows for the right reasons and builds a tribe of loyal super fans that buy your stuff, not just people that follow you for wrong reasons.

SPEAKER_02: 21:00

So But also, and I would say we're giving you an alternate path. We're saying, hey, if you're tired of hustling, a profitable path. If you're tired of getting stuck, if you're trying of just speaking into the void and having no real momentum with your content, with your messaging, with the way that you run your online business, here's a different way of thinking about it. Here's a new way of thinking about it. Here's how you actually uh can turn it into leverage and into a positive, where most people are freaking out and being like, just upload five test reels a day. Oh my god.

SPEAKER_01: 21:29

I'm like, who's got time? What do you do the rest of the how do you how do you grow a business if you're spending that much time uploading test reels?

SPEAKER_02: 21:35

Exactly.

SPEAKER_01: 21:36

That does it's just not business owner behavior. That's that's shenanigans.

SPEAKER_02: 21:40

It's shenanigans.

SPEAKER_01: 21:41

What do we do?

SPEAKER_02: 21:42

Exactly. Which again leads up to our third content shift. Yeah. Or the not content shift, but the content trap that we will shift into a positive mindset.

SPEAKER_01: 21:52

There's a there's a BIG, notorious BIG rhyme. I'm gonna make out of this. You know, Mo Money, Mo Problems. I'm gonna make one like no follower, more followers, no money. I don't know. I'm working on it. I'm working on it.

SPEAKER_02: 22:03

This does not it's not refined yet.

SPEAKER_01: 22:05

It's not refined, it's just a it's an idea in my crazy brain. Something will come to me.

SPEAKER_02: 22:09

Well, people do think more followers equals more money.

SPEAKER_01: 22:12

That's the myth. Yeah.

SPEAKER_02: 22:13

Um and not necessarily. I mean, it used to in a lot of ways, but I think that the way that things have shifted and how people are thinking about content and consuming content, that's no longer the case. Um there are always we've always seen people who have smaller audiences be able to, you know, produce crazy amounts of numbers because they're so dealt in with their messaging. Yeah. But now more than ever, I feel like people don't care about celebrity dumb. They don't care about the huge numbers.

SPEAKER_01: 22:39

Uh that's really important point you just made.

SPEAKER_02: 22:42

Right. We used to care about celebrities. And I think that again, we can think politics for this. Um, celebrities used to carry this like aura about them and this mystery and this authority, and people don't care. They don't care. They don't care at all. They want to be able to relate to someone, not necessarily feel like just because they have a lot of attention or a lot of uh pull that they should show them or tell them how to think.

SPEAKER_01: 23:08

Yeah. Yeah. I was about to go down a rabbit hole, but we we talked about this the other day. We talked about this the other day, like the the the death of the movie star, right? Like the movie star era doesn't really exist, and how in a lot of ways social media has actually demystified because before, like you never got to see like their thoughts or their real lives, and so they were just like these mythical creatures. And now they just post like their everyday common folk.

SPEAKER_02: 23:29

Right.

SPEAKER_01: 23:30

And unfortunately, and the people that have remained movie stars, the Denzells, the Tom Cruises, the Brad Pitts, like they're not active at all, hardly, unless it's just promoting their stuff on YouTube. But it was it was fascinating to me because the rock, Dwayne Johnson, depending on you know what however you were introduced to him, um, just released a new movie, which is getting rave reviews, by the way. Apparently he like wasn't just rock bro, like he actually like put on a performance and tried to just be more than just muscle bro, which I like the rock, I don't know how to put on shade. But anyways, um but he like it pulled, it's like bombing at the box office right now, like completely bombing. And I told him, I said, What's crazy to me is that he has 350-some odd million hundreds of millions of followers on Instagram, and yet he was only able to, in the opening weekend, to pull eight million dollars.

SPEAKER_02: 24:11

That's terrible for movies, that's terrible.

SPEAKER_01: 24:13

That's a joke. Yeah, and it was a$50 million budget movie, but it just goes to show you, I think it speaks to, and I'm gonna tie back to why Matters for what the heck I'm telling you guys now. That guy has 350 million plus followers, and comparison, like if one of if every single one, if half of those people went and bought a movie ticket, that movie is the biggest success in the world. But he's got a bunch of freebie seekers. Yeah, he's got a bunch of people that are just entertained by him daily on the internet following what The Rock is doing, but they don't care enough to actually just get in their car and go spend$12 on a movie ticket to go see what he had to produce. And I think we're we are sometimes in some ways, we're doing that to ourselves. And I just want to tell you guys like the one of the biggest Instagram accounts on planet earth bombed at the box office because he couldn't flip his freebie seekers into buyers. I mean, that's really what happened.

SPEAKER_02: 24:57

And the thing is, we are following that celebrity influencer model, and we're thinking that people want to be entertained. If people see you as an entertainment account, they're not going to buy from you. They need to see you like a business, like a professional, like someone they want to hire, someone they want to work with. Um, and so what's really cool about this era, I think, is that you don't really need to focus on followers. I think that followers will come. Followers are a good thing. I want to I want you to have a million, two million, seven trillion followers, but I want each of those people to be potential buyers. I don't want them to be freebie seekers. I don't want them to just consume all your free stuff and not actually buy. I want you to focus on actually attracting buyers, not just random followers. And so if we shift our mindset to that, it is so empowering and so powerful because now we're no longer freaking out because you know, we posted and then we gained three people but lost six. And that mindset game is so draining emotionally. It makes you feel like you're not moving forward. But when you focus on actually attracting buyers and you start seeing people DM you and you start people start seeing people ask you questions about your program and you start booking people, you no longer worry about, oh my gosh, how is my Instagram doing this week? Did I gain followers? Did I lose followers? Am I actually growing? You're thinking about dollar signs and you're thinking about how do I serve people more? How do I actually um you know give back? How do I actually uh create more and more momentum in my business? It is a totally different, more mature way of thinking about content. And it actually leads down a path of relief and not stress.

SPEAKER_01: 26:30

Yeah, the cool thing, dollar bills, y'all. The cool thing is is that um when you are monetizing. So let's say that that um let's say that growth, you do want to have a big for whatever reason, right? You want to be popular on the internet too, in addition to making money. And again, we're not against those things. But one thing you can do is you can uh really own and start making money and converting and then invest in growth in those opportun like ads, like run ads on those platforms. You'll grow your audience like crazy. But the cool thing about that is that it's it's targeted, right? So it's gonna attract a lot of people that are actually the right people for your brand, and you're gonna grow followers faster than ever. Way faster from organic, by the way. So that's that's something I think with uh when we ran ads for your Facebook account for years. We spent we were spending millions of dollars on Facebook ads, yeah, and it was exploding her audience on Facebook. It was tens of thousands of people that are, and then this is a niche, right? So that's a pretty decent size.

SPEAKER_02: 27:17

And so, Chris, really in summary, here's a good news that I think everyone needs to get excited about. This new era of content is so easy and it's so simple because it's all about getting the right message in front of the right people and focusing on making money, not just posting content that just exists in the world. What I love about this whole process is that you can sell more with less effort. You can also create content that's far easier to produce and less time, and you don't need a fancy production to make it happen. No longer it's necessary to have like this fancy podcast studio. We have one because we've built our brand this way.

SPEAKER_00: 27:58

Thank the Lord.

SPEAKER_02: 27:58

Thank the Lord, but it's not necessary. And I think that that used to hold people up a lot.

SPEAKER_03: 28:02

Yeah.

SPEAKER_02: 28:02

And I think this is the one that makes me excited all the time. We're seeing basic, simple content convert over fancy, overproduced stuff. It's true. And again, that is the culture effect. People are tired of mainstream media, they want to connect with people that they can actually relate to and that are real with them. And we know because we have built multiple seven-figure companies just with basic content. We've also taught so many of our clients who do the same thing. Here is a screenshot from Amber. She said she made$30,000 in less than 24 hours with TBL coaching and our sales page bootcamp. We also, she casually dropped this in one of our Zoom calls. She was like, Hey, I forgot to tell you guys, but since I've been coaching with you, I hit the million dollar mark. And then we have an awesome message from Nikki. She was like, Hey, literally 10,000 new followers, 500 leads, and over 30,000 hits on my website just because she was able to implement our content to customers method, which is our whole philosophy of how we think differently about content. Here's another screenshot from Ember. She was like, Hey, uh, when you told us we think you can hit 200,000 in this launch, I was like, wait, what? And then we did it. That's crazy. So we're seeing how people are still winning in this environment and they're doing it by playing their own game. We have Emily who's like, hey, uh, this was the greatest. Every minute that I spent in TPL plus is like a hundred times value beyond anything that I have paid. We have another screenshot in just the last month of implementing their tips. I have more clarity than I ever had with my business. Have seen more than 10x growth in sales, and I feel like I'm just scratching the surface on what they can help me accomplish. Or like Matt, who said, Hey, today's messages were worth the 3,000. I'll spend with you this month alone.

SPEAKER_01: 29:43

That's in one of our one on one programs. Yeah.

SPEAKER_02: 29:45

Or Erica, who's growing her email list from scratch to 750 people over four weeks with the right message. And so here's the thing you can still monetize while you're building your audience if you're worried that you don't have any followers at All? Well, we have answers for you too. We use something called the OPA method. And this is how our clients like Emily are using it with no audience to actually book clients. So she said, Hey, I took the advice that you gave me and landed to clients that made me$6,000. Oh, Rosillo, who had no audience at all, and she was able to book a$10,000 client because we made some simple tweaks to her messaging on her website. Okay, and we can go forever and ever and ever on all the different testimonials and case studies that we have. But the reality is this. I want to ask you one simple question. What would happen if you finally got serious about your content creation and over the next few weeks started posting profitable content with a different strategy, something that we call the content to customers method. And you actually started building a content acquisition system that brought in ideal clients and customers into your business every single month. So you guys have two different options. You can try to figure it all on your own, or you can work with us personally. And I don't think we've ever opened this up to the podcast audience. No. So I'm actually really excited about this because we want you to be able to skip a decade worth of mistakes and tens of thousands of dollars and missed opportunity. And we want to introduce you to our signature program, TBL Plus. It's our coaching program where we're going to actually help you create content that turns into customers consistently, even if you only have one to two hours a week to spare. We're also going to help you perfect your message. So you're only attracting ideal clients with your content, even if you've tried and failed in the past. But this is totally different. And we're seeing it work in real time, which is so exciting. We're also going to help you understand how you're going to monetize with a client acquisition system that's built on content that is easy to produce and simple. And we're going to help you scale with confidence and achieve your God-given mission, even if you've tried a ton of things and failed in the past. So, Chris, this is only for very select few people who are in our audience, who run online businesses, who are coaches, consultants, service providers, course creators, community owners, speakers. It is definitely not for you if you're not in this category. That's really, really important.

SPEAKER_01: 32:17

We've had experts to that category as well, but definitely, you know, not the brick and mortar type. Like that's like that's not who we serve at all. I think a lot of this information wouldn't apply for you directly.

SPEAKER_02: 32:27

Exactly. Okay. So here's what you get every single month with us. This actually is three calls now, right? Two monthly calls with Chris and I in a very small container where we only take about 25 people per cohort. So it's very tight and intimate group. Um, there's a training and an actual uh section at the end for questions and answers. But then we also do what's the most powerful part, Chris. And that's the hot seat. That's where you get to come on camera, uh, ask questions, submit homework, tell us exactly what your challenge is. And so this is where we actually get to coach you personally. You get to come on camera, ask us questions. We'll dive into assets, review things, shift things, look at your content strategy, and help you actually grow with a strategy that's custom created for you.

SPEAKER_01: 33:10

The seat, the seat is not actually hot, by the way, guys. I I'm not trying to be funny. No, I don't want people to think that we're gonna put you on blast. That's okay.

SPEAKER_02: 33:17

No, it's not.

SPEAKER_01: 33:18

It's not an actual hot seat. It's just, it's just a terminology. So don't freak out.

SPEAKER_02: 33:22

You also get access to all of our courses and a library of templates and swab files. But what's really cool is you get our AI tool that we just released. It's called Spark. Chris is gonna talk to you about that in a second because it's gonna do all of this for you. It's trained on all of our mechanisms, which is incredible. Um, and our clients are literally crying tears of joy and relief because it's writing exactly how they write. It's creating hooks, it's creating scripts, it's building out their entire uh content calendar for them so they're not having to worry about doing it from scratch. Yeah. You also get awesome bonuses like our bootcamp replays, our monthly workshops inside the business lounge, our get it done days, which are a time when we actually go into the community. We're all doing uh basically a text chat and getting things done in our business because that's what we're all about. That's why you see our mug. Oh, sorry, that's fascinating. Og here that says get it done. And then finally you have a Voxer community where you can interact with everyone and just get feedback and support. So we're launching a new cohort and we want to invite you because in the next few weeks, we're going to be implementing the same exact system that's made our clients anywhere from$10,000 to$50,000 a month to help you actually grow your business consistently with new leads and sales from simple content. And this is a small, tight-knit program. So seats are limited. We actually are having also a live event next month. So that's gonna be super fun. But Chris, do you want to quickly demo our bonuses?

SPEAKER_01: 34:44

Yeah, let me show real quick what we got going on. Uh, first, I actually wanted to show you guys the actual community because this is our own app that we built. Uh, there's a mobile version of it as well. This is the desktop version, this is the general homepage. Uh, what you'll see is everything that comes inside. So all the workshop replays that we've done historically are in there. Group coaching calls are in there. You can look at our entire events calendar, see everything that's coming up. And soon you will see this edition, which is our Spark AI tool. And we're gonna try to build it right there inside of the platform as well. So all of the AI tools that we uh release will be right here on your dashboard for you to come back to. We have Content GPT, which those two alone, guys, insane literally will blow your mind. Uh, we have a VSL script builder. So if you're in like a pitch season right now, it's gonna help you a lot, or you want to put a VSL on a landing page, send people to from social media from that hard work you're putting into. This is gonna help you build that out specifically. Uh, we have others that um I have in the pipeline we're working on. We have a sales page builder. You need a good sales page, great. It's gonna build it on our 12-step sales page mechanism. It's already built in for you. It's gonna ask you some questions, uh, but the whole thing's been trained on giving you a sales page that literally you could roll out in a matter of hours and the copy's done. You're just gonna put some stamps of nice aesthetics on it, style it, and you're ready to launch it, right? Uh, our rock board generator. So we use quarterly rocks for if you're a big productivity nerd, you know what rocks are. Uh, this is gonna help you build out your entire year and then break it into quarters so that you're being as productive as you can be, but focusing on the things that matter the most. A productivity planner, which Kim's gonna lead. If you guys know Kim from Trello, you know that that's been her mojo. Like people love her productivity approaches. We're gonna build that in as well. Funnels, webinars, enhancing your offers, meaning order bumps, upsells. Like it's gonna help you build those and it's gonna take data and be like, hey, you should consider doing this instead. Like, what are the things you're considering? Right. So it's gonna help you as you're working hand in hand with us, which you will be, but this is gonna allow you to kind of take it even further. So paid ads assistant, email advantage. Like we are adding these literally by the week. And but keep in mind, as we add things, the tool gets more powerful. The price is going to go up on that. So if you're a coaching client, one, you're gonna get strategy and you're gonna get the information and education that you need from the two of us. We're gonna hold your hand, we're gonna hold you accountable, but we're also now deploying you with a weapon, and I mean that in a positive sense, as a tool that's gonna allow you to take all the stuff you learn from us, the strategy we give you, and put it into action faster than we've ever been able to do before. So we're super, super, super excited about that. And as Skim said, we do have some awesome bonuses right now if you were to take advantage of that opportunity. Can't promise these bonuses forever. As you'll see, they are quite robust, right? Let me move us here on the screen because I'm gonna get in the way here. So let me move us up to the top corner. Boom. Okay. So one, you get everything inside of TBL Academy. This is hundreds and hundreds of hours of trainings, swipe files, and resources that you can take advantage of. That's a$3,000 value. Meaning, if you came today and you bought TBL Academy lifetime, it would literally cost you$3,000. You're getting that included if you sign up for this program. Uh, next is you're gonna get a deep dive asset review from Kim and myself. So if you want us to take a look at your current content strategy, you want us to look at a landing page or a sales page and have us give you one-on-one feedback on it, you get that included as well as a bonus. Now that's a$500 value, and people pay that as a one-off for times that they want feedback from us if they're outside of a coaching environment. You're gonna get that included when you sign up. Uh, next is one-on-one VIP coaching days. So you will literally get an entire day with us on Voxer, which is a walkie-talkie app, to go back and forth for an entire day. Now it's asynchronous. We don't have time to sit and just chit-chat all day, but you'll drop a message within an hour or so, we'll be back in touch with you. So for a whole day, eight hours, uh, we'll be working with you on whatever it is you want to work on, and that's included as well. People buy these one off as well. It's a$1,500 value. It's not one of those things where people say value, and that's not actually what people pay. No, people actually pay that rate uh to do have these one-on-one days with us on Voxer. So you're getting that for free as well. And for a limited amount of time, the actual cart is set because Brian, our CTO, set it up that way. Uh, after a certain amount of orders that come through, uh, this will, you know, you won't get this fast action bonus. It's limited, I think, to 10 people. Uh, but you'll get a fast action super bonus, which is a one-on-one Zoom strategy call with Kim and myself. Now, I wouldn't say how powerful this is. Kim mentioned people using our tool, you know, the Spark tools that we showed you guys in cry because they're just it's like they finally can do the things that they've always wanted to do, but it took them hours and hours and hours to do it. And they've painstakingly tried to keep up and stay consistent, but just brute force.

SPEAKER_03: 39:18

Yeah.

SPEAKER_01: 39:18

Well, simultaneously, sometimes getting one answer is all you need. And we'll have people on these Zoom calls, we give them a strategy, we give them a plan, we map out the next six months, and they literally cry tears of joy in a positive sense. And I'm not talking to these women, the bros too.

SPEAKER_03: 39:31

Well, we've had bros too.

SPEAKER_01: 39:32

We've had bros too in a positive way. And I'm not judging them for it. I'm just happy to see people have those breakthroughs. And so this is something that I promise you we cannot offer a lot because it is very, very time consuming for us, but very, very powerful to have this one-on-one interaction with both of us on a Zoom strategy call.

SPEAKER_02: 39:47

Yeah, and I think it's because people are so overwhelmed with so many different avenues and paths and strategies. It's so nice to just sit down with someone who's gonna say, Listen, I understand your business. This is where you're going. I get your goals. This is the path. Don't go this direction or that direction. It's gonna lead you in the wrong place. We've been through that and you want to avoid it. But this is the path, move forward. And you can do that with so much clarity and confidence, knowing that we're gonna hold your hand from that strategy call throughout the group coaching program. Um, and then even if you want to come and work with us in person, you you have the opportunity to do that too. Yeah, a lot of in person events. Yeah, crazy. Now, we're not gonna be able to do that very long because we can't we have to dedicate over an hour for every client. And it's all it's very time consuming. But we love doing these strategy calls because they're so impactful.

SPEAKER_01: 40:32

Yeah. So what most people do is when they sign up for the program, they use these bonuses early. So they do their strategy call to kick off, and then what they end up doing is they do a VIP day right after. So you got the strategy call, you join the program, and then it kind of sets you off with a lot of velocity to start the program. So uh we can't promise that, but scheduling wise, it you it can become a challenge if a bunch of people sign up at once. Yeah. Uh, but what we can do though is we'll get that in within a matter of weeks of joining the program. So you wouldn't maybe get it like the day after, but within a few weeks, you'd be able to get your should your super bonus scheduled and your VIP days right there after. That's what we recommend doing.

SPEAKER_02: 41:01

And Brian on our team will onboard you regardless, so you know exactly where everything's located, how to use it, how to use our AI tools, which we will demo in the next episode because I don't think we're we have enough time for to do to do it today.

SPEAKER_01: 41:13

Yep. So that's a$2,000 bonus. Again, that is what we actually charge for those specifically. So uh that's what you get inside of TBL plus group coaching. And now, this is an unofficial logo. Sorry, we will have a real logo soon uh because it's brand new as of the time we're recording this literary this week. We're really excited about it. But you also are gonna be getting included now, Spark Marketer. So you've got the coaching, you've got the strategy, you've got the accountability, you've got the community, you've got um, you have everything you need. You have workshop replays, you have coaching call replays, you have resources we put together, and now you get a juggernaut of a tool behind it as well that's gonna take everything you're learning. Guys, I I say this. There are a lot of people that go out and get a tool. There's plenty of those tools, generic tools out there. Now, it doesn't mean AI is not powerful, but generic AI tools, it just makes you faster. But if you're not going in the right direction with the right strategy, if you're not if your tool's not trained on mechanisms like what we've trained ours on, it doesn't mean it just means you're going faster, but maybe not in the right direction.

SPEAKER_02: 42:00

But it also means you're putting out noise. It's just content that exists, not content that's gonna lead to a sale, not content that's gonna speak to your person, not content that is at all built to build desire and excitement for your offers. It just is. And you don't want content that just is, it's just noise. You want content that is strategic and specific and dialed in to actually get more customers.

SPEAKER_01: 42:21

I did a side by side with a general chat, same tool, Chat GPT, a generic take this transcript and make me a caption for Instagram. And then I used our tool, and the difference would blow your mind. It literally was a completely different caption that actually led people to your offer, not just creating noise on the internet.

SPEAKER_02: 42:38

Yeah, now you're teasing it too much. We gotta we gotta get this episode done so we can show you in the next one.

SPEAKER_01: 42:43

I'm sorry, I'm sorry. So just for the sake of math here, right? So you're getting$7,000 in bonuses. We're actually gonna give you our content uh to customers' playbook as well. So you'll have that couple with our content GPT inside of Spark. So you're getting group coaching, plus you're getting immediate access for free to our Spark marketer, right? Which again, that's insane. Spark AI isn't a phenomenal tool, uh, plus the$7,000 in bonuses that we talked about. So if that's something of interest to you, those are the bonuses that we have carved out for you. Uh, as far as what they can do to take next steps, what does that look like?

SPEAKER_02: 43:13

It's gonna be in the description. There's going to be a link. You can also text us directly, the word coach, to the number below, or maybe we'll put it on the screen too, or you can DM us over on Instagram. We'll leave our links there so that you can get in the program. That's really it. We want to make sure that we're the right fit, that we're the right solution for you. So we'll ask you a couple of questions, make sure that we're good to go, and then you're in the program as as soon as you make that purchase.

SPEAKER_00: 43:34

Awesome.

SPEAKER_02: 43:35

So listen, guys, we hope that you enjoyed today's episode when we walk you through some of those content traps that we see all the time, as well as hey, now you have an opportunity to come work with us personally if you would like. And don't forget to like, comment, and subscribe. We're gonna be back with another episode all about content strategy and how do you stand out? How do you compete? How do you um start turning more of your content into customers without compromising your whole life, right? And without being silly or the class clown, like Chris talked to us about today. All Americans know class clowns. We love you. We'll see you in the next one. Bye for now.

SPEAKER_01: 44:12

Bye.