The Reel That Had Me Clicking Buy Immediately

Did you know only 3% of your audience is ready to buy right now? That’s an interesting number, isn’t it? Typically, someone needs to see your content 77 times before they are ready to buy, but there are occasions where someone is ready to buy instantly, just like I was this weekend. This reel stopped my scroll and had me hooked immediately. I was ready to buy without hesitation, and I’m breaking down exactly why this particular reel was so effective, so you can recreate your own. 

In this episode we’ll be covering:

• Social Media Marketing World recap, I am so honored to have been a speaker this year!
• The fascinating stats I learned during Brenna McGowan’s session on Anticipation Marketing.
• Consistency in your content marketing strategy, building trust and awareness through repeated exposure. 
• Not relying on a single platform to market your business, instead diversifying your content and creating multiple touchpoints for your audience to connect with you.
• The formula I want you to try this week to create your own reel that makes people want to buy instantly.
• Plus, a sneak peek of what we’ll discuss on next week’s episode!

Links to reels in this episode:

• Reel: POV You…

Other episodes you might have missed:

• Episode 023: Create Content That Pops by Knowing Why People Want to Buy
• Episode 032: We All Start at Zero: Embrace Storytelling to Connect with Your Community
• Episode 035: Turning Inspiration into Unique and Original Content
• Episode 042: Your Simple B-Roll Can Become Easy Reels That Actually Convert
• Episode 050: Stories Work! Here’s how to make them work for YOU

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Transcript

Shannon McKinstrie [00:00:05]:
I am your host, Shannon McKinstrie. Welcome to Good Content. The podcast where I remove the never ending content creation guesswork and overwhelm, so that you can actually enjoy being on social media again and growing your business with what has always worked good content. There is something that happened at social media marketing world last week something I learned while sitting in on my friend, Brenna McGowan's anticipation marketing session, and I can't wait to share it with you. And it's what we're gonna be covering in this short and sweet podcast. It's gonna blow your mind, but I'm also gonna give you a great idea for a reel to take and run with for any type of content because it's something that literally just made me wanna buy instantly. So real quick, Social Media Marketing World, I had the incredible opportunity to speak at last week, and it was it was a dream come true. As a marketer listening, if you're a marketer, you know what a honor it is and humbling experience to be invited to speak there, especially in front of your peers.

Shannon McKinstrie [00:01:00]:
Like, it I was shaking head to toe. Everyone was like, we couldn't tell them, like, thank God I chose the dress to wear based on the fact that you wouldn't be able to see my legs shaking. But the feedback was amazing. I had people say it was their favorite session of the day, and I just, like, teared up on stage at the end. I just couldn't believe it. Sobbed on the plane on the way home, just thanking God for the opportunity. And Michael Stelzner, Jerry Potter finally got to meet him. Like, these for them to give me this opportunity.

Shannon McKinstrie [00:01:25]:
Thank you. Thank thank you. It was incredible. It was everything. Everything. Everything. Everything and more. But my friend, Brenna, right, we've been we've known each other.

Shannon McKinstrie [00:01:31]:
And guess what? We met through a hashtag years and years ago. I found her, I think, probably through, like, the hashtag social media managers. We were both social media managers at the time. She is now a launch copywriter. She is genius. If you are looking to launch, she teaches about pre launching. So by the time you've launched your product service, people are already ready to buy. Like, you barely have to launch.

Shannon McKinstrie [00:01:50]:
You know what I mean? And her session was all about anticipation marketing. And I'm gonna tell you this stat right now, and it's mind blowing. Ready? And it was fun because she asked everyone in the audience, like, how many people do you think in your audience following you right now are ready to buy your thing? I already knew the answer because she had already, showed me her presentation beforehand, but it blew my mind again. And I was like nudging Ryan, my husband, who was there. I was like, wait for this. Wait for this. It's mind blowing.... 3%.

Shannon McKinstrie [00:02:13]:
Three % of your audience is ready to buy from you today. Right now, when you post that post, you post that story, only 3% are ready to buy it. And that still doesn't mean they're gonna buy it. It. Right? There's this marketing rule of seven that marketers have talked about forever. Do you know that that marketing rule of seven? I think it's from literally, like, the early nineteen hundreds or, like, maybe even before that. I'll have to look it up, but it doesn't matter because it's old. That number is closer to 77 now.

Shannon McKinstrie [00:02:36]:
Meaning someone has to see your product or have seen your brand in front of their face on a screen, that counts, 77 times before they typically go, you know what? I'm gonna buy it. Most people, right, we have to see something to build trust and awareness, blah blah blah blah. We also don't have the pain point the moment you're selling it. Think about it. Like, especially my real estate clients. I'm like, we're not all sitting around waiting to buy a house. Like, there's a specific time in our life that we're going to buy a house. Same with cars, big things like that.

Shannon McKinstrie [00:03:03]:
Right? And then there's things that like a $10 non tarnished necklace. Just because it's $10 and doesn't tarnish doesn't mean I'm gonna buy it. Even if it's like the cheapest thing and the most amazing deal ever, doesn't mean we're gonna buy it. So you gotta remember that when you're selling. And this is why, obviously, I tell everyone you don't need a huge following. I was selling with 500 followers. I was making money with 500 followers, building connections with 500 followers back in the day. So you don't need it doesn't mean you need a huge following, but it is a numbers game.

Shannon McKinstrie [00:03:30]:
Right? The more people that see your stuff. Right? But, again, the right people. So this is why having an email list is so important. This is why not putting all your eggs into one basket is so important. Right? I always say you don't need to be on every platform, but I definitely encourage my clients to do maybe two to three. So if Instagram is your main one, what's another one that kind of aligns with Instagram? Facebook, LinkedIn. Those are two easy ones to kind of you need to adjust a little bit, which actually let's make that next week's podcast episode, how to cross post and how to repurpose. Oh, that'll be fine.

Shannon McKinstrie [00:04:00]:
We'll talk about how to take a reel and make it a carousel, how to take a carousel post, make it a LinkedIn post, how to take right? Okay. We'll do that next week. But for today, I just want you to take this one idea of a reel I saw that actually made me wanna buy right now and I don't even follow the person. So she's someone I've never seen in my life and her reel literally made me go click the link in her bio and get ready to purchase. That's not normal. That's not usually how things are. We usually have to be following you for a while. So when I say 77, this is why I stress Instagram stories so much.

Shannon McKinstrie [00:04:25]:
Because if I do four stories in a row talking about the reels lab, that's four touch points. They see a reel, they see me on LinkedIn. These right. But you can get to 77 real quick on social media if you're consistent. Post, stories, email list, that number 77 for if that's how many times someone needs to see your content to decide to buy, you can actually get there pretty quickly. So don't get frustrated. And then there's people like me who see something once and go buy it. It's about being in the right time when they need the thing and they see it.

Shannon McKinstrie [00:04:53]:
Right? And it's also why when I talk about a product in, you know, in a store, I I know we talked about it like, a year ago, but I would notice when Poppi came on the market, their drinks were in the front of the grocery store, in the aisle, at the end of the aisle. So, like, even as you go through the store, you're seeing this product five plus times, and you've already seen the commercials and you've already seen it on TikTok. So by then, you're like, okay. I'll try this freaking soda. Right? So, again, it's just staying top of mind. It's what social media allows us to do. But don't let the 77 scare you. Just let it know.

Shannon McKinstrie [00:05:20]:
That means if you show up on stories throughout the day, you show up, you know, someone watches 10 stories of you that day, they see your post. Again, that number is quick. Okay. With that said, and by the way, you need to talk to Brenna about anticipation marketing because she talks about that. How, like, by the time you've launched it, they've seen you so many times and they're so excited, whether it's a countdown, whether it's bread crumbing and stories showing, like, a little bit of it, a little sneak peek. We love that stuff. We get so excited by time it launches. We're, like, take my money.

Shannon McKinstrie [00:05:48]:
When I started the Reels Lab, for instance, I started talking about the Reels Lab on Instagram stories for months before I had a sales page, before I even knew what the reels lab was gonna include, before I knew what I was gonna price it, before I knew who I I talked about it for months. I was like, okay. I had this thing called red carpet reels, and it's working. And that was a high ticket offer, and I just had, like, five clients in it. I was like, now I think I'm gonna make something. What do you guys think? And people were like, yes. Yes. I'm like, okay.

Shannon McKinstrie [00:06:13]:
I did my research. Right? So again, I started talking about Reels Lab before I even had a name for it, before I had a sales page, and that is why to this day, the Reels Lab is so successful. And I talk about it a lot. I talk about the wins. I talk about why I created it. I talk about what's going on. I I go I tease it. I go, hey.

Shannon McKinstrie [00:06:28]:
Having my coaching call today, you should be here. Things like that. So when it comes to selling on Instagram, I know it might feel yucky to some of you, but, like, we don't feel sold at and feel like it's slimy when we get an email from Old Navy. We don't feel like it's yucky and slimy when we see a billboard. You're allowed to talk about what you do. Now that's why I always talk about my Instagram stories and my content aren't just selling all the time. It's a it's a beautiful mix of behind the scenes, education, or what I like to say, helpful, humor. And then I sprinkle in selling in my captions.

Shannon McKinstrie [00:06:56]:
That's why the Reels Lab captions I write are what they are because in the caption I sell. And that's why I talked about social media marketing world, how is how every piece of content, whether it's funny, empathetic, whatever it is, a tip, I sell in the caption because you can sell with funny content. You can actually, you can sell a lot with funny content. You can sell with your founder story. You can sell with anything because it's storytelling and making people feel. Okay? So with that said, let me give you a reel if you're struggling to sell today and, again, remember, not everyone's ready to buy today. So if you don't make a sale today, do not feel like you suck. You don't suck.

Shannon McKinstrie [00:07:29]:
You just have to show up more often. And again, that doesn't mean posting daily. It could be stories. It could be emails. Right? Alright. So I'm scrolling Instagram literally today, this morning, and I come across this reel and I go, oh my gah. So this is your assignment this week. Okay? And, again, if you ever struggle with messaging and all, as if you're like Shannon, it's just not working, that's what the Reels Lab is for.

Shannon McKinstrie [00:07:48]:
So get on in there. But these are always fun to test, and that's why I love sharing them on the podcast because trying, testing, and tweaking is my motto, and having fun. So it's this girl. Right? And it's just b roll. Simple b roll, five second reel, trending audio, and it says and in the beginning, you see her drawing and you're like, it's curiosity. What is she drawing? It's a great visual hook. And then she lifts it up and reveals it. That's it.

Shannon McKinstrie [00:08:09]:
Her text though on screen. Ready for it? POV, you invented a job for yourself, and now you draw people's first date spots for a living. 29,000 likes, 2,500 shares. You know what I did immediately? Went right to her bio because my husband and I's anniversary is coming up. So here you go. Timing is everything. It's coming up. And I was like, that would be a perfect gift for my husband for our anniversary.

Shannon McKinstrie [00:08:34]:
Now, unfortunately, once I got to her bio, it wouldn't be ready in time for our anniversary. So timing sucks on my part, but I'm definitely going to think of a way that I can, work with her because first of all, her drawing is beautiful. And what a beautiful gift to give someone is, you know, a little drawing of the first place you met. So so but she does other sorts of art too. So now I'm binging her website, looking at all her things, and I cannot wait to purchase from her in the future. Her hook is simple. This is the formula for a reel that will sell. Do you notice the artist storytelling? Let's see.

Shannon McKinstrie [00:09:05]:
It's like what? It's like a 10 word on screen text. It already told her story, which is she invented her own job, which means it came from a place of passion and heart. And she kept it really short and concise. She didn't say I create art. No. She said, and now you draw people's first date spots for a living. Is that the only thing she does? No. But she knew that would grab people's attention, and that was very specific.

Shannon McKinstrie [00:09:28]:
She's like, hey. You wanna wow your spouse, your future husband, your you wanna make your wife feel good. You wanna your best friend. You can make it for your best friend too. But again, it's first date spots, but this is what gets them in. They get in because they're like, oh my god. That's so cool. And then you look at her website and you see she also commissions other things.

Shannon McKinstrie [00:09:44]:
So with that said, that is your reel today. What can you create a video of that demos what you do? It showcases what you do, whether you're a photographer and it's the video of you taking photos. It's you working on a content calendar because you're a social media manager. You're a baker. You showing you baking. What is it that you can demo? And it makes you wanna root them on. We wanna root you on what we love hearing. Oh my gosh.

Shannon McKinstrie [00:10:08]:
You did it. You invented your own business based on what you wanna do and just did it. Heck, yeah. So do not steal her idea, obviously. You're but I want you to say you POV you always had a love for blah blah blah, and now you make whatever, you know, do this for a living. Again, it doesn't have to be this exact prompt. I I would definitely shout her out in the caption if you do create this reel, but it could be anything. POV, you used to be miserable in a in a cubicle, and now you blah blah blah for a living.

Shannon McKinstrie [00:10:38]:
First of all, it tells us exactly what you do. And if we need that thing that you do, we're interested. But it also tells a little bit of your story and it shows your heart. It's storytelling. This is storytelling. I know everyone thinks storytelling is this, like, you have to write a chapter book. No. That's storytelling.

Shannon McKinstrie [00:10:53]:
That made me click the link in her bio. That made me fall in love, not just with what she sells and does, but with her and seeing how happy she looks doing it. So there you go, guys. Simplicity, we're still following humans. You don't have to do anything crazy to get a viral reel and create sales and just know that if you're not selling yet, it might take a little bit, but you will get there. I love you, friend.