Myo Life

#21 Content That Connects

• Carmen Woodland • Episode 21

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In this episode of Myo Life, Carmen breaks down how new myofunctional therapists can confidently create social media content that builds trust, attracts clients, and feels authentic—not salesy. Using her signature “Three E’s” framework—Educate, Entertain, Engage—plus a deep dive into the five stages of client awareness, Carmen shares exactly how to show up online in a way that connects. If you’re tired of staring at a blinking cursor wondering what to post, this episode is your step-by-step guide to making content that actually works.

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Speaker 1:

Hey, I'm Carmen, and welcome to Mayo Life. That's short for my Outrageous Life, which is exactly the kind of life I get to live since I found the courage to ditch dental hygiene and build a life I'm bonkers about as a myofunctional therapist and entrepreneur. Here you will find all the things myo business and how to build a life that you, too, are bonkers about. I'm very happy you're here. Shall we dive in? Hey, hey, and welcome back to Myo Life, the podcast for burned out hygienists who are ready to stop cleaning teeth and start building businesses that matter.

Speaker 1:

I'm Carmen, your brutally honest, slightly sarcastic guide on the road from hygiene burnout to business badassery, and today I'm serving up some serious strategy on a topic that might have you stuck. How the heck do I post content that actually gets clients? You know the kind the kind that gets people to stop scrolling, the kind that makes them think, oh, wow, this chick gets me. And the kind that leads to actual consults, not just pity likes from your cousin Becky. If you have ever stared at your Instagram wondering what to say, or you've deleted 37 captions because you felt salesy or awkward, my friend, this one's for you All right, so let's dive in why you're scared and why that's a good sign. You might be a little bit nervous, just like I was to show up online. Really, because you care, okay. So I cared what people thought about me. I didn't want to come off as pushy, I didn't want to sound like a walking infomercial. I didn't want my coworkers giving me the bombastic side eye in the break room, uh. But the bottom line is you guys, you cannot build a business if nobody knows that you exist, and the thing that you want to remember is you don't need to dance on reels or shout into a ring light. You just need to create content that connects with your humans. Okay, and that's what this episode is about.

Speaker 1:

So I'm going to be talking about what I call the the three E's of connection-based content. Okay, so it's a simple but powerful framework that I teach to my clients educate, entertain, engage. So let's break it down. Number one educate in terms that a fifth grader could understand. Say something different. Don't just be a mouthpiece saying the same thing that everybody else is saying. So how can you come across? Definitely, you want to use your tone, your personality, um, but can you say something differently or can you simplify it? I have found that when I try and be fancy fancy, sometimes it falls flat. But when I can simplify it, I can help people understand it. So I always tell you talk in terms that a fifth grader could understand. Okay, so that's educate.

Speaker 1:

Number two is entertain. This helps you build that know, like and trust factor. This is where your personality is going to shine through. When you entertain your audience, they're going to feel like they develop a connection with you, which makes converting them into a client easy, because they already feel like your friends. I see this time and time again. When I meet a person that I do an exam on and they say something silly like oh my gosh, I have followed you for years and I just knew you were for me. Um, that always makes me feel feel really good, okay. Or they tell me that they found me and they binged my content and it was almost like I was their best friend, reading their mind, calling them out. That's entertain, okay.

Speaker 1:

And engage ask questions, start conversations. This builds trust. Sometimes this can be difficult. Sometimes, um, I notice in my own business that there's periods of time where people don't engage very well and other times that they do All right, so that was too, too simple, right? So now we're going to talk about who you're talking to. So I gave you the, the, the framework that I use for my connection-based content educate, entertain and engage. But who are you actually talking to? So this is the part that nobody tells you. Your content has to meet people where they are, not where you are.

Speaker 1:

So we're going to talk about the five stages of customer awareness as outlined by Eugene Schwartz in his copywriting classic Breakthrough Advertising. This is marketing gold. Once you understand this, applying the three E's the educate, entertain and engage those are easier. So we're going to talk about the five stages of customer awareness. So the first one is, um, those that are unaware. So these folks don't even know that they have a problem. Okay, they think that it's normal that their kids snores or that their own headaches are just from stress. So it's your job to gently educate these people.

Speaker 1:

So you want to use story driven posts. Like you know, I thought snoring was harmless until I realized it was linked to airway issues. Here's what I wish I knew sooner Yada, yada. Okay, I used to think my headaches were just from stress until I learned how poor tongue posture can mess with your jaw, your neck, even your breathing. Nobody talks about this, but they should. Here's one last example. My son snored like a grown man at six years old. I thought it was kind of funny until I found out it was a red flag for sleep disordered breathing. Myofunctional therapy changed everything for us. So these are great posts because they are story driven.

Speaker 1:

So that was for stage one people who were unaware. They have no idea that they have a problem. Okay, stage two is problem aware. So these people know that something is off. They just don't know what to do about it. So they might've Googled things like mouth breathing kids, or why do I clench my jaw at night. Your job for these humans is to help them connect the dots. So you want to do posts like um, like you've tried mouth taping. Or if you've tried mouth taping, magnesium and stress balls and you still wake up exhausted, this might be why dot dot dot? Okay, if your kid has been in speech therapy for months and still struggles to say certain sounds, it might not be their speech, it might be their tongue and then help them connect the dots. Okay, if your jaw is always tight, your shoulders live in your ears and your dentist says your bite looks a little bit wonky. Don't just blame stress. It could be muscle dysfunction that myofunctional therapy helps fix. Again, connect those dots, all right.

Speaker 1:

The third stage is solution aware. So these people know what myofunctional therapy is, but they don't know you. So they might be following some other myofunctional therapist accounts. They might be reading blogs. They might be sniffing around kicking tires. They're curious. Your job is to show them why you are the go-to. Okay, so you want to use trust-building content like here's what makes working with me different. Or take a peek inside my therapy sessions and see why my clients say that I'm not like other therapists. Or you've been following myofunctional therapy accounts for weeks, but you're still wondering how this actually looks in real life. Let me walk you through what a typical session with me looks like and spoiler alert, it's not all tongue exercises. Or another example is you already know that myofunctional therapy could help, but now you're stuck in research mode. Been there. Let me make it easy. Here's what to look for when choosing a myofunctional therapist and how to know if you're a good fit. So those are ideas.

Speaker 1:

So you for stage three people for solution aware people. Your job is to create trust building content. Okay, stage four product aware. So these people know you, they have followed you, they've liked you, they might have even downloaded your freebie, but they're on the fence. Maybe timing or money or confidence, something is holding them back and your job is to give them clarity. So this is where you do testimonials or frequently asked questions. Go behind the scenes, um, give them little nudges, little gentle nudges. So maybe you're saying things like not sure if myofunctional therapy is the right fit.

Speaker 1:

Here's what we cover in the first consultation, and uh, and and how to know if it's time for you to jump in or, uh, not sure if you're ready for therapy. You don't need to have all the answers, just curiosity, a few symptoms and a desire to feel better. I'm going to help with the rest. Or another example is uh, if you've been watching my stories, reading my posts and wondering if now is the time, then my friend, now is the time, my calendar is open and the first step is easier than you think. So you are going to be kind of gently nudging these people along. And so those are stage four, product aware. And then last is stage five. So these people are most aware, these people are ready. They just need a reason to say yes. So maybe it's the timing. Maybe it's just hearing you say hey, I have spots open.

Speaker 1:

Your job with these stage five customers is to make it easy to book, so having clear calls to action, consult links. Doors are open posts, speak directly to them. So you might say something like I see you lurking in my DMs if you've been meaning to book, but life got in the way, this is your nudge. I've got two openings, you know, left this week or left this month, and I would love to work with you. Or you might say something like you already know you want to work with me. You've told your spouse, you've dropped hints to your friends, maybe you have scheduled it and then you canceled it. Now is the time. Let's do this, okay, so that's what you're doing with stage five.

Speaker 1:

The kicker is you always are going to have followers in every stage, so that's why your content needs to include a mix. So it's not about going viral, it's about being visible to the right people at the right time. So if you're still saying, well, I don't know what to say, there's a couple of plug and plays that you can use. Um, the first one is why I started my myofunctional therapy business and what I would do differently if I could go back. That's a good one. You can start with um, three signs that your child might be mouth breathing and why it matters more than you think. So that's going to really grab somebody's attention. And if you're curious about Mayo, but not sure what it looks like, here's a peek behind the scenes. So those are great.

Speaker 1:

Again, remember you do not need 10,000, 20,000, 100,000 followers to make an impact. You need a post, one post that helps one person feel seen. And last, let's talk about structuring those social media posts. Now, you won't. This is how I try and structure mine. Sometimes they're not perfect, but I always try and have a problem, a solution, a value add and then an offer. So the problem would be like what is the specific problem? So, as you're creating a post, what are you talking about? What is the problem? Why is it a problem? What causes it? Then the solution you're going to explain the solution to the problem. Then you're going to add value. So what am I teaching that they can use on their own, or what am I teaching them that is going to be helpful? So that's the value add. And then, at the end, you can have an offer. So it can be something like if you have this problem, I can help you. You know, do X Y Z. So if you have this mouth breathing problem, I can help you. Book your consultation today, and here's the link or here's the, the word, or whatever, Okay. Or do you need help with improving X Y Z Again, that helps you make a good structured post, okay. So here's what I want you to do today.

Speaker 1:

Pick one of the stages of awareness, just one, remember. There were five. Let's go up and revisit them. So stage one is unaware. So these are people who don't even know they have a problem. They don't know that snoring is bad. They don't know that their headaches are, are, are not normal. This these are kind of the people I always say hey, just because it's common doesn't mean that it's normal. So remember stage one people. Your job is going to be to educate them, to gently educate. Then you have stage two, and these are problem aware. So they know something's amiss, they know something's off, but they don't know what to do about it. So your job here is to help them connect the dots, to help them make the connection between their child's speech therapy failures and maybe an untreated tongue tie. Okay, so connecting the dots.

Speaker 1:

Stage three is solution aware. So these are people who know what myofunctional therapy is. They just don't know about you. So you're really trying to build this know like and trust factor and your job is to show them that you're the go-to. Okay, so you're building trust or you're creating trust building content. Stage four is product aware. So they know you and they just, for whatever reason, aren't getting into therapy. So your job is to you know, kind of give them those gentle nudges, give them clarity, share testimonials, answer frequently asked questions, take them behind the scenes, all of that, and then product five, or stage five these people are ready. Okay, your job is to make it easy for them to book and give them like have links, um, speak directly to them, have clear calls to action. So your action step today is to pick one of the stages and then pick one of the E's. So educate, entertain, engage and create one post that speaks directly to that person. Don't overthink it, don't wait for a better hair day, just post it. Okay, so that's a little bit of homework. That is it today.

Speaker 1:

My friend, if this episode gave you a little bit of boost, helped you get unstuck, share it with somebody. And if you are serious about turning your side hustle into a main thing, maybe you need to get inside the Ditch Hygiene Academy. It is my step-by-step blueprint that shows you exactly how to go. From where do I even start to having a wait list? Okay, so you've got this. Now go make content that connects and work on building a life you are bonkers about. And I will be back soon, my friend, for some more myofunctional therapy business. Goodness. See you soon, my friend. Bye for now.