#1384- "My Content Isn't Converting!" Here's Why…

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• 0:00Speaker 00

  What's going on squad? Welcome to another episode of the change lives make money podcast for business owners that want to grow and sell on social media. And in today's episode, we're going to be talking about why your content is not converting posting content on social media. That's not leading to clients and it's pissing you right off, pissing you off. Cause you put all this time and energy into these pieces of content and then people don't fucking buy. And you're like, why? What is it that's not that causing people not to buy like, why? Why are people not buying from me? Now, before I get into the episode, I just want to let you guys know that you guys can subscribe to the podcast on all platforms. If you're getting value from this episode, you can go to the change lives, make money podcast on Apple, Spotify, overcast, casbox, all the podcast platforms. Subscribe, leave me a rating. I'm also going to let you guys know that I'm giving away a thousand dollars in cash.

• 0:43Speaker 00

  All you have to do to enter screenshot, any podcast episode, share it to your Instagram story, tag me at the real Brian Mark. Let me know that you're tuning in. I'm going to give away a thousand dollars once a month to my listeners. Okay. To random people. All you gotta do is screenshot and share that you're listening to the podcast. Okay. So have you ever felt the feeling of creating an Instagram reel? That takes you maybe 30 to 45 minutes to come up with a script and 30 minutes to film. Cause you gotta take a bunch of takes, then you go to edit it and that takes you another 30 minutes and you post it. Thinking to yourself, this is fucking it, you know? This one is going to be a ripper, you know, you just, you can just tell from the words that are coming out of your mouth. You just know that this one is going to rip.

• 1:23Speaker 00

  And for whatever reason, when you post it, not only does it not rip, it doesn't get the engagement you want, doesn't get the views that you want. But ultimately your inbox ends up being a fucking graveyard and you're like, why? Am I posting content that's not leading to clients? Like, I don't fucking understand. And I feel like this is one of the biggest things that I work with, with all business owners that come to me that are trying to grow and sell on social media. Is you're posting consistently and you understand that you need to post, but your content isn't leading to clients and you have no fucking idea why. And so what I'd like to do in today's episode is I'd like to pull back the curtains on what I believe is like the necessary ingredients. For a social media that converts so that when you have this understanding, this fundamental understanding, as you start to post more content. You will be aware of what content leads to clients and what doesn't.

• 2:08Speaker 00

  And ultimately my goal for this podcast is to give you the foundation to be able to look at your social media and, and see. Why? Like, why your content isn't actually converting so that when you post content, it actually leads to clients. Now, before I get into this, I want to give you guys like my macro theory on social media. Okay. So this is like my macro theory. This is how I view social. It's like, if I were to go into a bank and walk up to the teller and say to the teller, hey? I would like you to give me $10,000 and the teller looks at me and she's like, okay, cool. Let me see your account. And you're like, oh, I actually don't have an account here, but I do want $10,000. And the teller be like, that's, that's not how it works. You're like, no, no, but like, but I'm a person.

• 2:50Speaker 00

  And I want $10,000 from you. So if you could just give me my money, that'd be great. Like that's, you wouldn't do that because that's fucking robbery, right? And that's how a lot of people are approaching social media is you are going to social media with a fucking post for your high ticket offer. You're going to social media expecting clients, but when you think about the actual value that you've given to your social media. And I view value as depositing money, depositing value in your social media. When you think about the amount that you've actually deposited into social media, it doesn't match what you are asking. And because you are asking for more than what you have deposited, you are not getting people that are reaching out and actually inquiring about your service.

• 3:33Speaker 00

  Because they're not actually getting fucking value from you. So you are going to them, random strangers on the internet, you're making posts and you're like, hey strangers on the internet. Would you like to buy my product or service? And the strangers on the internet are going, who the fuck are you? I've never even gotten any value from you. And then you're like, but like, why is my, but you're like, but I'm a business owner. Don't you see that I got this thing that you should buy? And they're like, don't care. I'm not buying because I haven't gotten any value. So I believe that any transaction in business must benefit both parties. And so if you want to create a business where you make more money, you have to create win-win relationships. In order for a win-win relationships to exist, both relationships have to give value.

• 4:15Speaker 00

  I also believe that if you want to grow a business that compounds over time, you must give more value than you are asking for. Okay. And if you're not giving more value than you are asking for, then that is why your content isn't converting. Now let's clearly define what value means. Because you likely think that you're already giving value. You're like, okay, Brian, but like, I already post, I already post. Well, just because you post doesn't mean it's valuable, right? And I'll give you an example, just because you go to the gym, doesn't mean you're going to get a good workout in. Cause you could be at the gym the whole time and on your fucking phone and jerking off and like looking at cat videos, scrolling social media. Just because you go to the gym, doesn't mean you get a good workout, right? Just because you go on a date, doesn't mean you're spending quality time with your partner. Cause you could be on the date, fucking wildly distracted in your head.

• 5:00Speaker 00

  Just because you spend time with your kids, doesn't mean you're a good parent. Because what if you spend time with your kids and you're on your fucking phone the whole time? And so what I'm saying to you is just because you post on social media, doesn't mean that it's valuable. So like, in order for it to be valuable, there needs to be two factors at play. Okay. So I'm going to clearly define what value is. So you understand why your content isn't converting.

• 5:20Speaker 00

  What's going on fam? It's your boy Brian Mark. If you didn't know, we just launched the 10 million dollar Instagram funnel blueprint. We became a three time national best seller within the first week of us launching. You can get the book, the 10 million dollar Instagram funnel blueprint. That is my literal start to finish complete guide on how to make money with your social media account on amazon.com. So search up the 10 million dollar Instagram funnel blueprint by Brian Mark and get your copy, guarantee you best purchase you've ever made.

• 5:48Speaker 00

  This is like the underlying reason on why you're not signing clients from social media. Okay. Cause you want people to pay you, right? Ultimately, if I get somebody, a stranger on the internet pays me for coaching, I can have a business. That's what you want. And so first you have to define who the stranger is. Like, is the stranger fucking mom of, that has three kids, that's 40 years old, that has a career? Is the stranger a dad that wants to fucking see a six pack for the first time? Is a stranger, a high ticket business owner that you're wanting to consult on like how to scale their business? Whoever the fuck the stranger is, you have to clearly define them. Then this is how you need to view value. Okay. So I'm going to give you two different lenses in which to view value. And if you don't have these on your social media, it's never going to convert. So this is the two lenses to view value.

• 6:30Speaker 00

  Lens number one is I want you to go to your social media after you're done listening to this podcast. And I want you to scroll through the last nine posts that you've made on your social media. Once you scroll through the last nine posts, I want you to watch them through to completion. And I want you to ask yourself one very simple question. If the person that I wanted to pay me money were to land on my social media and they were to consume nine pieces of my content. Out of those nine pieces of my content, is there enough information in those pieces of content delivered in such a step-by-step format? That if they just consumed my content on social media and they never paid me a dime, they would be able to get results in their life without ever hiring me. Is there enough of that on my social media, AKA they would never have to pay me a dime?

• 7:14Speaker 00

  And just by consuming my free shit, they would be able to get better results in their life because of my content. Is that the case? If the answer is no, that is why you are not converting clients. Because there's no amount of fucking, a lot of you guys are just posting like whatever the fuck comes to your mind. When it comes to social media and there's no like forethought as to like, what are the clearly defined problems that my ideal customer has? It's going to pay me money on the internet, the stranger that I want to pay me money. What problems do they have? And then what are practical solutions to those problems? So most of you guys are not, you have no forethought to how you're approaching social media and you're just posting whatever the fuck's on your mind. And so lens number one, is there enough value on my social media where if somebody came to my page and they consume the last nine pieces of my content? That they could get results for free without ever hiring me?

• 7:58Speaker 00

  So that's lens number one. Okay. So audit your social media. I almost guarantee you 95% of you guys listening to this cannot say yes to that. Because I watch people's social media, especially like people start coming into the program, they start learning from me and they start adopting content like, I listen, you know? I'm like a fucking silent sneaker. I just go into your content and I'm just paying attention. So that's lens number one. Lens number two, and this is very fucking important. Okay. Because question, if, let's say you do a video, okay? And your video is like a step-by-step format for how to get amazing results in whatever the fuck industry you're in. You do a piece of content and the piece of content is great in terms of the, that amount of substance in the content.

• 8:39Speaker 00

  However, it flops, it gets low views, it gets low engagement and nobody listens to it. Does that classify as value? Cause, because remember the definition of value is there's, there's so much substance in the content that your ideal customer could get results for free without ever hiring you. So like, if your ideal customer doesn't actually consume the piece of content, even though it's step-by-step. My question for you is, is it valuable? Yes or no? Well, they gotta be able to use it and in order to use it, they gotta consume it and they've got to engage with it. If they're not consuming it and they're engaging with it, it's not valuable because they won't use it. And so lens number one is, is this actually valuable? Aka it's a step-by-step format that people got actually results.

• 9:22Speaker 00

  And lens number two, is it delivered in a format that is engaging enough to capture their attention? That is lens number two. If it's not delivered in a format that's engaging enough to capture their attention, well, then they're not going to buy from you because they're not consuming and getting value. They're not, they're not actually doing the fucking thing. And so if they're not doing the thing, they're not going to hire you because they're not going to view it as valuable because they're not getting any value from you. So lens number one is, is this content delivered in such a way that if somebody just consumed this piece of content, they could get results for free without ever hiring me? That's the first fucking checkbox for value content.

• 10:04Speaker 00

  The second checkbox for value content is, is this content delivered in a format that actually captures their intention, engages them, and makes them participate in the content? And if you can't say yes to those two things, that is why your content is not converting. Now, there's a, there's so much more substance to those two things. And when it comes to like creating content that is actually engaging and like is in a, in a format that actually captures their attention, you have to be aware of what's working on social media right now, and you have to be tapped into what's working on social media right now. And so for me, I'm always paying attention to the algorithm. I'm always paying attention to what formats are popping. I'm always paying attention to what's working on social media. I'm always doing research on my competitors to see what formats they're producing their

• 10:49Speaker 00

  content in. Like as an example, like I just used to do talking content where it was just straight talk to the camera content. I would change angles every 1.5 to three seconds and like it was just filmed with a camera. But then as everybody started jumping on that wave, then that content became less likely for people to engage with it because it looked the same as everybody else's. And so you need to constantly be paying attention to what the algorithm is saying and what's working. And like, that's really the game of social media and a lot of people aren't winning on social media because they don't understand the game that they're playing. For me, I view social media like a game. It's all it is. It's a game. And the faster that you tap into the game of social media and that you start understanding what the platforms are pushing right now, because the platform, Instagram only has one job. It's only one job.

• 11:33Speaker 00

  The job of Instagram is to keep your attention on the platform for longer because if Instagram can keep your attention on the platform for longer and you are consuming content, you are scrolling, engaging, liking, then that means they can sell more of your attention to advertisers. And so when it comes to your content creation, your content is only going to get pushed out in the Instagram algorithm when it's designed in a way that actually captures people's attention and actually make sure they participate in the piece of content. And if somebody's not participating in the piece of content and they're not engaging with the piece of content, Instagram's not going to push it out. And so you're not shadow banned and you don't suck like creating content. You're just creating it in a way that isn't engaging. So if your content isn't converting clients, this is what you need to focus on.

• 12:15Speaker 00

  Step number one, go to your last nine posts on your Instagram and watch them and honestly ask yourself the question, if my ideal client landed on my page and they were consuming my content, could they get results for free without ever hiring me? That's the first checkbox. Once you go through checkbox, the answer is like, yes, this makes sense. Then the next checkbox is very simple. Is this content delivered in a format that actually captures people's attention and gets them to engage with a piece of content? If the answer is no to that, that is why you are not converting clients. When you create content that is engaging and gets people to pay attention and it's so valuable that people could get results without hiring you, it's impossible not to make money. It's impossible. It's impossible. You know, you're going to get people DMing you.

• 12:58Speaker 00

  When your content is engaging and it's so valuable that people get results without ever hiring you, you are going to make money. So that's a wrap, guys. Thank you guys so much for tuning in. If you guys got value from this podcast episode, make sure you screenshot it, share it to your Instagram stories, tag me at the real Brian Mark. There is over 1,300 podcast episodes on Change Lives Make Money Podcast. It's on Apple, Spotify, iTunes, all the places. So if you guys got value from this episode, make sure you subscribe to the podcast, leave me a rating, let me know that you're tuning in. I hope everyone has the best day of their entire lives and I'll see you in the next episode. Peace. Thank you so much for tuning into today's episode. Hopefully you got some value. If you did, and you want to learn more about how me and my team can help you scale your online fitness business to $10,000 a month, DM me 10K on Instagram at the real Brian

• 13:41Speaker 00

  Mark for more information and I'll reach out to you to see if I can help you grow in online coaching business.