#1375- Broad Value: Create VIRAL Content That Brings In Customers

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  Welcome to the change lives make money podcast. In this training, I'm going to give you a behind the scenes look at one of the trainings from cash flow content. This is our brand new course that we just launched for business owners that want to grow and sell on social media. If you want some more information on cash flow content after listening to this training and you want to actually see the video attached, DM me cash flow on Instagram at the real Brian Mark and I'll get you all the details. Let's get right into it. In today's training, what are we talking about? How to find subjects that actually your audience resonates with and brings in potential customers for your business. Now that we've talked about the content funnel and how we've got broad value, conversion value at the top of the funnel, broad value and connection kind of the top of the funnel, conversion content in the middle of funnel and social proof at the bottom of the funnel. How do we actually find broad value subjects that will not only go viral, but bring

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  potential buyers in? Now here is the number one question that I always get all the time. They're like, I get it. Brian, like connection content goes to the top of the funnel, conversion content goes in the middle, social proof at the bottom, but what is the broad value at the top of the funnel? Like, how does the broad value actually work? And business owners will freeze. Like, they're like, I don't know what subjects to post in terms of broad value. They sit down and they just get, they go blank. Now here's why, okay, is you've been taught the wrong definition of the word broad. When people hear broad value, what they hear is a bigger subject. And when they hear broad value, they hear, I just need to find a subject that more people care about. So I'm just going to talk about anything. I'm going to talk about politics or religion or all of these different subjects

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  that are like extremely broad subjects. And that is not how we do broad value. So the fitness coach as an example, they're like, okay, so if I want to get broad value, then I'm going to start talking about discipline, right? Like, discipline is a broad value subject. So I'm going to start talking about discipline. And the real estate agent will start talking about mindset. They're like, oh, I want to get broad value. So I'm just going to start talking about mindset. So that's going to be my broad values. Like, it's just going to be mindset. Or the bookkeeper will start talking about morning routines. And every single one of them is convinced that they're doing top of the funnel content. And what they're doing is they're actually falling into the generic value trap. And again, if we post generic value, that doesn't actually have substance to one specific person, then we're going to fall on deaf ears. And we end up creating content that sounds like chat GPT, that sounds like

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  everybody else, because most people are just going to chat GPT and they're like, help me create a piece of content that speaks to my avatar. So write this down. Broad value is not a bigger topic. Broad value is the same buyer at an earlier moment. Broad value is the same buyer at an earlier moment. It's the same person. It's not a wider audience of different people. It's the exact same person that I'm trying to bring into my funnel. But I want to catch them at a point in time before they actually know the terminology of the industry that I'm actually in, before they actually know that I exist. That's it. That's the whole thing. Like, once you understand that, this stops being hard. I'm going to break this down in a very simple example so that you can

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  understand. So let's say that I teach personal trainers how to hit hundred thousand dollars a month in their business. That's my ideal client that I want to pay me money. If I am talking about a social proof piece of content, my social proof piece of content would go like this. It would say, my client, John, who's a personal trainer, he grew his business to fifteen thousand dollars a month in six months. Here's exactly how we did it. That's social proof that goes to the bottom of the funnel. If I wanted to post something in the middle of the funnel for personal trainers that want to grow their business, I would say something along the lines of, if you're a personal trainer that wants to get ten thousand dollars a month, here's the posting schedule that will help you do that. So that's middle of the funnel. If I wanted to go top of the funnel, as in broad value, I could say, here are the top 10 side hustles to make money online ranked from my least favorite to my

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  most favorite. Does that make sense? So I'm like, I'm talking about the top 10 side hustles to make money online, like how to get rich online. And then in that, I'm obviously going to put online personal training as number one, because I want to get online personal trainers to see these piece of content. So this subject matter, how to make money online, is the broadest way to talk about my industry. So that's broad value. That brings in followers. That's broad value. The narrow version of that is like, here's a ten thousand dollar a month posting schedule. And the bottom of the funnel version of that is, here's my client, John, that's an online fitness coach that made ten thousand dollars a month in the last six months. That is broad value. Same subject, same avatar,

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  broader topic. Now, this is why it's so important to always start with the ideal client demographic that you're trying to grow after, then reverse engineer your content to the bottom of the funnel, then reverse engineer your content to the middle of the funnel, then reversing engineer your content at the top of the funnel. Almost everyone starts, tries to build their funnel strategy from the top down. They're like, I want to get more views. That's not going to do anything. Because again, you could post a video that goes viral right now. I could post a video goes viral of me like just dumping chocolate sauce all over my head as I'm recording this video. Would that go viral? Probably. Would it go viral for weird things? Yes. This is not an exaggeration. I saw a guy the other day, and he's viral as fuck. And he literally melts chocolate and douses himself and his car in

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  chocolate and sings songs. It's viral as hell. I'm like, cool. Congratulations. He's doing nothing. I guarantee the dude's broke. You might get brand deals from like chocolate bunny people, but like, that's it. You're not going to sign any clients. And it's, that's backwards. It's like, if we're trying to grow a business from social media, we don't want to post content that goes viral, that doesn't have a chance of bringing in our customer. We want to post content that goes viral, that has a chance of bringing in our customer. Broad value has to start with your ideal client, then bottom of funnel, then conversion value, then we think about the broad value subjects. Now, conversion content value is always anchored, right? Your conversion value comes from bottom of the funnel, which comes from your avatar. So when I'm creating conversion value content, I'm not guessing. I'm literally looking at my ideal client, looking at who I want to reach,

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  looking at the words, the language, the specific terminology that they're using, and I'm creating value for that person. I'm creating step-by-step content that's so good that they get results that hire me for that one person. That's conversion value. I'm just writing down the words that my ideal clients that are already paying me are saying. I'm writing down the, from sales calls transcripts, I take to sales calls transcripts from what people have actually said to me that have paid me in full, and it create content for those people, right? There's no creativity required. It already exists. That's conversion value. The problem with broad value for most business owners is that it doesn't have an anchor of its own, right? And people are just like, well, viral, right? So if I just start with, I want to go viral, then I'm going to research viral videos that have nothing to do with my industry, and doesn't, they don't pull back to the ideal client that I'm

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  trying to reach. And as a result, I'm going to go viral for the wrong thing. I did this, okay? So if you guys want to see something funny, go look up protein CEO, okay? In 2021, I had a TikTok account called the protein CEO, and I would literally smash eggs on my face. And I would just eat them. And then we'd go turbo. The first video I ever did smashing eggs in my face and just yelling protein, got 6.8 million views. So I was like, oh dude, sick viral. Like, let's do it again. You know, this is before I really deeply understood this stuff. And so I just created a TikTok account where I was just smashing eggs on my face and yelling the word protein. Long story short, yeah, it was viral, but I ended up going out to a grocery store. This is when I realized this was a problem. I ended up going up to the grocery store and I was with my wife and we were buying ice cream. And there was a 13 year old kid that yelled at me from across the grocery store. Protein. And I

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  like looked, and I looked at my wife and I was like, oh, I gotta stop doing those videos. Like, I don't want that association, you know? Those guys are not going to buy for me, you know? Like, it's cool that I grew this audience, but like, this is not going to buy for me. So if you just try to post whatever you feel is like vaguely related to your industry and vaguely popular, that's where you end up posting like mindset quotes or generic tips. You don't want to, you're not choosing broad topics at that point. You're just choosing popular topics, quote unquote, and calling it a strategy and you end up falling on deaf ears. That funnel is also never going to close, okay? And there's a worse version of this when I watch people do this all the time. They go broad, right? There's a lot of creators that come to me like this, and they go broad, and they, they come in, they're like, oh, I have 300,000 followers on my Instagram page. But, and, and that, and they don't have an offer. And they're like, I'm trying to figure out what to sell them. But it's like,

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  you're like, you don't even know what kind of audience you built, you know? And now you built your audience that you don't even know what to sell them. Like, you just built a random audience. And then you have to figure out an offer and customize it to your audience. And I'm telling you right now, like, that funnel will never close high ticket on a consistent or regular basis. You'll have a hundred thousand followers. 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, became a three-time national bestseller 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 out the 10 million dollar Instagram funnel blueprint by Brian Mark and get your copy. Guarantee you best purchase you've ever made.

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  Or is in a dead DM inbox and you have no idea why you like you go viral, but you have no business. And I see this all the time as well with creators that just make pages out of funny content. It's like they're viral as hell. They've got a funny content page and they can't close a client to save their life. They're like, I can't close clients. I'm like, yeah, every single video you post on your page is like a funny piece of content. It's like, yeah, it's cool. Like you're viral, but like, nobody's going to buy from you. So there's one direction for broad value and one direction alone. Okay. Avatar, bottom of funnel, then conversion value, then broad value. Broad value is the last thing that you figure out, not the first. Your offer defines your avatar, your avatar defines your social proof, your social proof defines your conversion value. Your conversion value defines a broad value.

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  One direction, bottom to the top. That's it. So step number one is you write down all your conversion value pieces because you already have it. Before you try to do broad value subject matters, write down 10 conversion value topics on paper. And here's the good news. You're not inventing these. You already own them. You're going to pull them from four different places. The modules in your program, whatever you teach in week one, week two, week three, week four, the conversion value topics. The objections that you handle on sales calls, every single objection you answer is a piece of content. The, the actual specific pain points and language that you're getting from your sales calls. And the specific words that your ideal clients are using, the things that you fix with your clients in the first 30 days. Like when you, when a client comes in, what's the first thing that's broken? And when they sign with you, an example of this for me is like, when a client signs with me. One of the first things I teach them how to do is set up their Instagram profile. Like here's how to set up your profile to become a magnet for your ideal clients.

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  That's one of the first modules I teach in all my coaching programs. So yeah, that would make a good front end content piece for sure. That's a good broad value piece. And I'm not going to say, if you're an online fitness coach, here's seven steps to set up your Instagram profile. Because then I'm going to have a narrow video. I'm going to say, here's seven steps to set up your Instagram profile. So you actually make more money. Because now that's a broad value piece, because you don't just have to be an online fitness coach to get value from that. You can be a real estate agent, get value from that. You can be a business owner, get value from that. So because I'm posting a broad value piece, it has a high chance of going viral. And that video has gone viral for me multiple times. And also the questions that you're paying clients are asking you over and over and you get in your group. So these are all like where you can find conversion value pieces from. So write 10 of them down and be specific, not how to get clients. Something like the nine question DM sequence I use to book nine hundred of sales calls a month.

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  Like that level of specific, only if it makes sense to somebody in your world, you did it right. Because that's what conversion value is supposed to be. So then what you want to do is once you have a specific subject, right? Like a specific video you want to do, you just want to open it up. We're going to say translate down a level, but I want to say, open it up a level. Okay. So you want to open it up. And like the analogy I'll give you is like, if I say, here's a nine question DM sequence in order to book qualified sales calls. Like if you're in the industry of online sales, you'll understand what that means. But if I say, here's how to make money from Instagram, like that terminology. If I went to my little sister in grade six, she would understand that terminology. If I went to my mom, she would understand that terminology. She might not understand how to do it, but she would understand the terminology.

• 11:36Speaker 00

  So there's like specific conversion value that's going to make sense for your ideal client. And then there's language that is dumbed down and simplified for the average viewer to understand that is broad value. Okay. So that's the one mechanic. So the question you need to ask yourself, when you have your conversion value topics is, what would this person have to already be worried about for this topic to matter for them? Not like, what's a bigger version of this? It's like, what was this person thinking about in their words before they knew the solution existed? So your buyer describes their situation in surface level language, because here's the thing. Like your buyer doesn't understand the mechanism behind it. They just understand service level language. So conversion value teaches the mechanism. Broad value meets them in the language that they'd be using if you asked them what is wrong.

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  So an example of this is if I'm a fitness coach, a conversion value topic would be the $10,000 a month posting schedule for coaches that's that want to sign clients. So what they're worried about is I post content every single day and nothing's working. So a broad value topic would be like, why your content gets views, but never clients. So that's broad value. So for like, let's say real estate for my clients, real to DR in the Dominican Republic. The conversion value topic is how to purchase property in the Dominican Republic as a foreign national. What they're actually worried about before they can do that is I have no idea who to trust down there. So a broad value topic is red flags and green flags to look for in a real estate agent. Does this make sense? So let's say you're a bookkeeper for a small business. The conversion value topic is how to structure your chart of accounts. So your P and L is actually readable.

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  What they're actually worried about is I have no clue if I'm actually making money. So a broad value topic would be why your bank balance is lying to you about how your business is doing. Does this make sense? So if you're a med spa owner, and let's say you had a conversion value topic that was like the four treatment protocol for pigmentation. What they're worried about is I spent a thousand in products and nothing is actually working. The broad value topic is what actually causes dark spots and why your skincare isn't fixing it. Cause that's broad value. It's the same buyer, just at a different level. Like if I'm talking about what actually causes dark spots and I'm showing dark spots and how they show up. That's broad. All the women are like, oh my God, I have dark spots. What the hell? And then that doesn't mean like, you're not going to sell anything from that piece of content. That's just going to get their attention. Then they're going to come to your page and they're going to see you've got a four treatment protocol for pigmentation.

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  They're going to be like, oh, follow up. I want to do the pigmentation because I don't want the dark spots. All of these broad value topics just got simpler and they're just said in the customer's language instead of yours. Not a single one of them got bigger. They just got simpler. Right? Write that down. Simple. That's the move. Simple. We want to simplify our topics and make them more broad. Simple. Grade three. Do, do, do. Have you guys ever seen the guy on social media? This guy's actually funny, bro. He does, uh, explaining fat loss, like you have CTE. Has anybody ever seen that guy? It's like, he like has a whiteboard. This is broad value, by the way, has a whiteboard. And he says, nutrition, good. Move more body. Good.

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  Exercise? Excellent. No sleep? Bad. That's broad value. That's like broad value, the highest level. I'm going to explain it in the term that is so simple that like a monkey could understand. Okay? You're deliberately creating simpler solutions to visible pain slash problems in public on purpose, in their words. That's it. So the left column is what you actually teach your paying client. So like the 10 K month posting schedule. And then what they'd say before is I post every single day and nothing works. And the broad value topic is why your content gets views, but doesn't sign client. Their conversion value topic is the nine question DM sequence of book sales calls. What they say before people reply to my story and then they ghost me. And then the broad value topic is what to say when somebody replies to your story. The conversion value topic is how to buy Dominican in the Dominican as a foreign national. What they say before, I have no idea who to trust.

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  So the broad value topic is red flags and green flags and real estate agents. The conversion value topic is how to structure your chart of accounts. What they'd say before, I have no clue if I'm actually making money. The broad value topic is why your bank balance is lying to you about your business. The conversion value topic is the four treatment protocol for pigmentation. What they'd say before I spent a fortune on products and nothing works. And the broad value topic is what actually causes dark spots and why your skincare isn't fixing. The conversion value topic is macro adjustments for the plateau client. The, what they say before, I'm doing everything right and the weight won't move. And the broad value topic is why the scale stops moving after month three, which is by the way, one of my videos on my page is like a motivation versus discipline. And it's like, I'm just changing outfits multiple times to do, do, do, do, do. And I'm showing motivation versus discipline.

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  One of my clients took one of those videos and made it a broad value topic and showed motivation versus discipline. But like the scale not moving and it fucking went turbo viral. Like my video got 16 million views and her video also got 16 million views. And I'll actually show you the demonstration of what that actually looks like at the end of this video. So the whole training right here is nobody's like broad value is we're just broadening out the subject matter for, for when we're speaking broad value, because we're trying to appeal to a larger group of people and bring them into our page. So putting the whole thing together, okay, you're going to define your offer. Your offer is going to tell you who your ideal client is. From the ideal client, we're going to write down 10 conversion value topics. We're not going to invent them. You're going to pull them out of your curriculum and your objections in the first 30 days of a client relationship. Your sales calls, actual words people have given you.

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  Then you're going to take all those ten and ask the question, what would this person have to be worried about for this to matter? And then you write the answer in their words, not yours. Okay? That is broad value. 10 conversion topics, 10 broad topics, that is your top of funnel. As you just take conversion value topics and then you make them top of funnel topics. They're not vaguely related. They're connected because when you're posting broad value subjects and you're trying to get your videos to go viral, you want your videos to go viral with a chance of bringing some people into your page that would want to do business with you. So when I teach seven steps to set up your Instagram profile as a broad value subject, I know that that's going to bring in business owners that are trying to grow and sell on social media. Our goal ultimately is further upstream. Okay? People think a top of funnel as like, I'm just going to throw a fish net and catch a bunch of fish. No, it doesn't do that.

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  Top of funnel catches the same fish, just further upstream. So my question for you right now is this, okay? If the ideal customer, what is the sentence your ideal customer would say to them? If somebody asked them what was wrong in their life? Not the technical version, not your version, their version in their words. Your first broad value subject is whatever they would say is wrong with their life. Write that sentence down. That is your first broad value subject. Everything else is just repetition. Now remember, especially in content, there's no absolutes. Okay? There's no absolutes. We follow the 80 20 rule when it comes to content creation. If you think there's absolutes in content, that's when you get stomped. Because then the algorithm shifts and then you're like, what the hell happened? And then you're like, the absolutes is Brian said this absolute truth.

• 18:05Speaker 00

  No, Brian said an 80 20 truth. Brian says Pareto's principle truth. Okay? Now here's the cool part. Where does humor actually fit into this? Where does humor fit in? Oh, like, think about the last time you had a good laugh. How much do you enjoy it? When I get a good laugh, I'm all about a good laugh, you know? So delivering humor is a form of delivering value. But again, it has to be humorous for your ideal client. Because if your ideal client doesn't find it funny, then it's not going to do anything for your page. As an example, here's a bad example. Okay? If you're a real estate agent and you posted a video about a funny racist joke that you saw in standup comedy. You think it's hilarious. You're like, oh, this is a funny racist joke. I'm going to share it on my social media. You might think that's funny, but that could actually damage your brand.

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  Because if your audience doesn't think that's funny, well, you might just damage your brand by posting that funny racist joke, you know? However, if you were a real estate agent and you did a video about funny things your buyers have said to you. Now that becomes a humorous piece of content for your ideal clients. So the humor should always be related to your industry. So here's a couple of examples. This is a video I did about POV slow month in business, which I think is hilarious. A slow month of business. Check this out. 234,000 views, it's 72 followers. But for me, it's like, the cool part is that if you check out the comments, the comments are people that are like, bro, like they're obviously laughing, but they're like, bro, I love your content. Love your content, you know? And your caption, people are like, I think the cool part is that hard relate, feel this, feel this, feel this.

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  Trying to keep my crew busy, you know, like this is like a widely relatable subject to my industry directly, which is what makes it broad value. If I go here, I'll show you this one right here. This is another gooder. Oh no, I didn't link it. There, here it is.

• 19:45Speaker 01

  That's one gem. Babe, I'm not a real day. Dan, will you bring it back? You're in.

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  So this video, which is like POV, you're married to an entrepreneur. You go to this video, 2.5 million views. This video actually brought me in 2,000 followers, which is hilarious. But this is broad value and it's humor related to my industry. So it's not just like humor. I'm trying to think about what's going to be funny to my industry. And if I can get things that are funny to my industry, that is a good broad value piece of content. All right. That is how I get people that are following me that are like, bro, I love your content. It's funny. So broad value meets them at the top of the funnel. By nature, it's designed to speak to a larger demographic of people, which is why it has a higher chance of going viral. The virality should always, always, always lead back to the business that we sell. Otherwise, the broad value is virality for the sake of useless views and that's not fun. Okay. So every single piece of content, again, is always centered around your ideal client demographic.

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  So that brings us to the end. It's this training specifically. In the next training, we are going to be talking about conversion value. And I'm going to clearly define what conversion value is and also give you some examples of how to start creating conversion value content. And in two modules from now, I'm going to be teaching you guys how to actually script conversion content using AI. Peace, love and protein. Have the best day of your entire life. Talk to you guys in the next training. 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 10 K on Instagram, at the real Brian Mark for more information. And I'll reach out to you to see if I can help you grow an online coaching business.