The Simple Content Strategy That Attracts More Clients Without Posting More

Have you ever read a post or watched a video and thought, "Wow... they just described my life?" That's exactly what today's best-performing content is doing. In this episode, I share my biggest takeaway from Natalie Ellis' presentation inside our Elite Entrepreneur Mastermind on why identity-based content is outperforming generic messaging. I break down how speaking to your audience's identity, behavior, and story helps you create content people remember and trust. Get ready to turn your story into content that converts. Check out our Sponsors: Shopify - Try the ecommerce platform I trust for Glōci. Sign up for your $1/month trial period at http://Shopify.com/happy. Monarch Money - Get your first year of Monarch Core for half off at http://Monarch.com with code EYH. Northwest Registered Agent - Visit http://northwestregisteredagent.com/EarnFree and start using free resources to build something amazing. Fabric - Join the thousands of parents who trust Fabric to help protect their family. Apply today in just minutes at http://meetfabric.com/earn. Indeed - Indeed is giving Earn Your Happy listeners a $75 SPONSORED JOB CREDIT to help get your job the premium status it deserves. Just go to http://Indeed.com/podcast right now and support our show by saying you heard about Indeed on Earn Your Happy. Momentous - If you want to try Momentous Signature Spec Creatine, head to http://livemomentous.com and use code EARN for up to 35% off your entire first order. Brevo - Meet Brevo…the all-in-one marketing and CRM platform built to help you connect with customers, boost engagement, and grow your business smarter. Get started for free today—or use code HAPPY50 to save 50% on Starter and Standard Plans for the first three months of an annual subscription. Just head to http://www.brevo.com/happy HIGHLIGHTS Why identity-based content is outperforming generic messaging. How to create content that instantly feels more personal. How your personal story creates a deeper connection with your audience. Where your offer naturally fits without sounding salesy. How to create memorable "mic-drop" moments people want to share. Why saying less can make your message more powerful. RESOURCES Apply for the Elite Entrepreneur Mastermind HERE! Get on the waitlist for Mentor Collective Mastermind HERE! Try glōci for 40% off your first order with code HAPPY at checkout - head to getgloci.com FOLLOW Follow me: @loriharder Follow glōci: @getgloci

• 0:01Speaker 00

  This episode is brought to you by Shopify. Ready to launch your business before Black Friday? Go to Shopify.com/happy to start your free trial. Monarch Money, Monarch breaks the debt cycle, turning that endless gloom into a plan with an end date. Use code EYH at monarch.com to get your first year of Monarch Core half off at just $50. Northwest Registered Agent, Northwest gives you access to thousands of free guides, tools, and attorney drafted documents to help you run your business with confidence. Visit NorthwestRegisteredAgent.com/earnfree and start using free resources to build something amazing. Indeed, spend less time searching and more time actually interviewing candidates who check all your boxes.

• 0:45Speaker 00

  They're giving Earn Your Happy a $75 sponsored job credit. Go to Indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Life at the Speed of Play, Mark is offering our listeners two books for the price of one. Go to GetMark'sBook.com/earn. Sequencing, sequencing.com is offering your listeners up to 10% off your full genome test plus free shipping. Go to sequencing.com and use promo code EARN for 10% off.

• 1:20Speaker 00

  Okay, whenever I'm traveling, I love to skip like the main mall of the town. And I like to hunt down all of those little shops on the corner where the locals love to go where all the good stuff is. So candles made by local people, a sweatshirt with the town's name on it, hot sauce made 20 minutes away, and the owner knows everybody's name. And I've also been on the other side of that shelf because I built a product from scratch. And I'll never forget, the first independent store who believed in it enough to put it on their shelves. Big box stores sell stuff, but small shops tell a story about people. So if you own one of those shops, you need to know about Fair.

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• 2:44Speaker 00

  We just had Natalie Ellis of Boss Babe, who's also my co-founder and glossy come and speak at our elite entrepreneur mastermind. And she really talked to us about how she has once again cracked the code on viral content. This is a moment in history and there are reasons that things go viral at certain time periods in the world. Is because everything has made a shift into more of an identity based content. What does that mean?

• 3:21Speaker 00

  Hey everyone, welcome back to the show. It's time for another quickie because there's always time to fit in inspiration. And if you have not grabbed your glossy yet, go grab it with a 40% off coupon using code happy. You guys, this is your electrolytes and your skin thriving best friend. So if you're feeling a little bit like your summer festivities have gotten to you and you need to hydrate and rehydrate your skin. And you're feeling a little bit dull, I'm telling you, this is one of the best ways to get your electrolytes and your skin back to feeling plump and glowing.

• 4:00Speaker 00

  Also, if any of you are out there on a GLP, this is huge for you because you need to be making sure that you are drinking water. And that you are getting your electrolytes in, and this is a great way to ensure that you are doing that. So today I want to chat with you about what is really working in social media content. I also want to add, this is not just social media content. This is how you're thinking about how you talk to your ICP, your ideal customer. So this is my dream customer, right? How do I want to be relating to this person, man or woman? And right now, what's happening in the world is we are seeing that a lot of general

• 4:42Speaker 00

  social media or general content, generalizing who people are, putting them all in a lump is not hitting. It's not working. And we just had Natalie Ellis of Boss Babe, who's also my co-founder and glossy, come and speak at our elite entrepreneur mastermind. And this mastermind absolutely blew all of our minds because we are in an era of specificity. And she really talked to us about how she has once again cracked the code on viral content. And the reason that things are going viral right now, right? This is a moment in time. This is a moment in history.

• 5:17Speaker 00

  And there are reasons that things go viral at certain time periods in the world is because everything has made a shift into more of an identity based content. What does that mean? It means instead of saying things like, are you an entrepreneur? Which feels very specific, right? If I'm like, if you're an entrepreneur and you're struggling in this area. Now, if we were to take that a layer deeper about who you really are. You know, when I say that you're an entrepreneur, when I identify as an entrepreneur, there's a lot that has gone into why I am and what type I am and what actually motivates me. So when you get really specific about the role in your family, in your social system, things like, are you the first born? Are you the middle child?

• 6:02Speaker 00

  Are you the oldest daughter? Are you the one who was always the fixer? Are you the one who was the peacekeeper? Were you the one who protected your younger siblings? Were you the one who was always cleaning up the mess behind people? That is very specific on your identity. And obviously there's a million other things that you can put in there. You know, do you identify with X? Are you in therapy for Y? Like really getting deep? And this is when people. Say, this is for me. This person gets me, right? It's just really talking specifically and calling that out. You see this in a lot of hooks with people putting the exact age. Are you a 41 year old woman? This is my skincare routine. This is what works and what doesn't, right? This is what was worth the money and what wasn't.

• 6:47Speaker 00

  That's even more specific. As a 41 year old woman, this is what I'm willing to spend the money on for skincare and what I'm not, right? Very, very, very specific. And so when we go to layer two, this is now, what's the pattern that you now are in that you have in your life the most? That is not a very healthy pattern or a behavior that came from that identity. Let's just use of the child who fixed everything, who was the peacekeeper, who at all costs of their own good, put that all aside and would do anything and everything to make sure that everyone else is okay but them, right? Maybe it's achieving equals safety. Maybe it's achieving equals love, achieving equals worth.

• 7:33Speaker 00

  And this is, you know, trauma of achieving that I certainly have. And so when you go a layer deeper and you speak specifically to that in a reel, in a post or add this into your Claude when you're doing it, or when you're creating posts, which we really don't want to rely too much on AI for this, but it does help give you a guideline. This is going to help you get a much better result when you're talking to your person. So now if we're going into layer three and we're telling a story, right? And we're starting even off with a podcast and we're talking to people and we say, you know, I'm an entrepreneur, but I really want to go deeper on that to really see if I'm speaking to my ideal person right now on this podcast, is to say, I'm an entrepreneur, possibly because I was the fixer in the family. You know, I am a first born or middle child or whatever you are.

• 8:18Speaker 00

  And say where your system or the pattern that you're about to talk to came from. So when we look at that behavior pattern of achieving equals safety, achieving equals love, achieving equals worth, that's now what you're going to talk about, right? And, you know, I developed this pattern from being that, from seeing these things in my family, where achieving equals safety. So now I'm so addicted to achieving in my 40s that I am hitting walls and I'm incredibly burnt out, right? So layer three, that's a part of the storytelling is now the pattern worked until it didn't. Now you're going to talk about what it's caused and the breaking point and the moment that it's turning into the solution for your client.

• 9:03Speaker 00

  Between this podcast and my beauty and wellness brand, some weeks, everything is on fire and I need help yesterday. And if I had to hire a new podcast producer tomorrow, I wouldn't just post must edit audio. I'd want someone who's worked on conversational shows, gets my style, can handle the chaos from one day to the next, trying to fit in for podcast episodes a week, all of the ads that I have to put on the podcast. So this is a job for sponsored jobs. Sponsored jobs boost your posts in search results. So you can reach people with the skills you actually need and you only pay for results. Sponsored jobs posted directly on Indeed are

• 9:42Speaker 00

  95% more likely to report a hire than non-sponsored jobs. That's huge when you can't afford to wait around for help. Spend less time searching and more time actually interviewing candidates who check all your boxes. Less stress, less time, more results. When you need the right person to cut through the chaos, this is a job for Indeed sponsored jobs. And listeners of the show will get a $75 sponsored job credit to help get your job the premium status it deserves at indeed.com/podcast. Just go to indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Indeed.com/podcast. Terms and conditions apply. Need a hiring hero? This is a job for Indeed sponsored jobs.

• 10:28Speaker 00

  When I started my first business, I thought forming it was just paperwork. Nobody told me my home address could end up on public record. And when you have any audience at all in the world of social media, this is a big deal. Northwest Registered Agent helps you build a real business identity from day one. They've been doing this for nearly 30 years and they're the largest registered agent and LLC service in the US with over 1,500 corporate guides, real people who know your local laws, your home address, personal email and phone number stay private and a free account gets you lawyer drafted operating agreements,

• 11:10Speaker 00

  bylaws and thousands of guides at no cost, no upsells and they never sell your data. Don't pay hundreds or thousands of dollars for what you can get from Northwest for free. Visit northwestregisteredagent.com/earnfree and start using free resources to build something amazing. Get more with Northwest Registered Agent at northwestregisteredagent.com/earnfree.

• 11:44Speaker 00

  When I launched Glossy, my drinkable skincare brand, I was obsessed with the formula. The product was my baby, but the store part felt way more intimidating and that's a big reason we built on Shopify in the beginning because you really don't have to be an e-commerce expert to get up and running and that's a big deal in the beginning of a business. And here's the biggest lesson I learned about the holidays. You do not want to be building your store in the middle of the rush. You want to be set up, you want to be tested and ready before the traffic hits. So two things I love. First Shopify mobile app. I'm on planes, I'm on stages, I'm here recording with you and I can still check my inventory, help a customer, see payments right from my phone, which is so much fun. And that's the second they check

• 12:28Speaker 00

  out. So Shopify checkout with Shop Pay converts up to 36% higher than the competition. When you've worked that hard to get someone to your site, that last click matters. So if you've had a business idea sitting in your notes app for way too long, this is your sign. Launch before Black Friday, a time of year when more people are already shopping and ready to buy. If you're ready to launch your business before Black Friday, go to Shopify.com/happy to start your free trial. That's Shopify.com/happy. Go to Shopify.com/happy today to hear your first.

• 13:07Speaker 00

  So this is typically where we have solved a problem for ourselves and now we solve it for other people for a living, right? That's typically what we do as an entrepreneur. So layer four is the reframe and this is where your offer lives. And so it's like, when I hit that breaking point, because that pattern was no longer working, I had to figure this out for myself. Here are the things that I implemented. And now here are my five tips on, you know, my new operating system for not having fear-based achieving anymore. And a lot of people are so afraid that if they don't have this trauma and they heal this trauma, that they won't make money or they won't achieve. But let me tell you how you can have this come from a much healthier place where you're going to thrive instead. So as you can see, I

• 13:50Speaker 00

  just spoke to you in a way that was so much deeper than are you an entrepreneur that's struggling, who's hit a wall and now you're burnt out? Like, there is a human behind that, like a very specific human. And if you're afraid of really getting specific, you're going to get left behind if you don't. What happens is even if I don't identify with all of that, even if you didn't identify with all of those things that I just said, there's pieces of you that identified with portions of it. So the more specific that you can get in your content, in your podcasts, in your emails, it like hyper-specific, like to the point of what, what do you do when you're feeling burnt out? Like, do you find that you're sabotaging yourself? And when you go sit down at your computer, you're like, I'm gonna go spend money at Target instead? Like, walking the aisles, not even knowing how you got there with a Starbucks

• 14:33Speaker 00

  in your hand? Like, tell me that specific, what is happening to you when this happens? Because you're not alone. Like, you think you're alone in this, but you are just like everybody else. And when we can call it out, they're like, this person knows me better than I might even know myself. And they are talking about my problem more specifically than I could even talk about it. And now they have this solution. And I know that I can trust it because they lived it and it's working for them. And they lived it to the point where they called out just about everything that I do. So I hope that this helps you guys to get more specific on how you're talking to your ideal client throughout everything that you're doing, whether this is on a podcast and you're describing your story and you're describing everything that you share, like getting hyper-specific on those stories is going

• 15:16Speaker 00

  Change the game for you in content. This might take you a little bit to practice. But when you crack this code of being hyper specific, but also being very concise, right? Natalie used an incredible quote when she was at our mastermind and really makes me remember about how every successful person has told me that speaking in shorter clips and soundbites is what makes people successful. And she said, I would have written you a shorter letter, but I didn't have time. Because it takes more work to be specific and have something land in a short version of words, right? In a short amount of time, but that's what people remember. We don't remember the long ramblers, right?

• 15:59Speaker 00

  You can absolutely storytell, but we really need you to land what I call a cut.

• 16:07Speaker 00

  When I launched Glossy, my drinkable skincare brand, I was obsessed with the formula. The product was my baby, but the store part felt way more intimidating. And that's a big reason we built on Shopify in the beginning, because you really don't have to be an e-commerce expert to get up and running. And that's a big deal in the beginning of a business. And here's the biggest lesson I learned about the holidays. You do not want to be building your store in the middle of the rush. You want to be set up, you want to be tested and ready before the traffic hits. So two things I love. First Shopify mobile app. I'm on planes, I'm on stages, I'm here recording with you and I can still check my inventory, help a customer, see payments right from my phone, which is so much fun.

• 16:49Speaker 00

  And that's the second they check out. So Shopify checkout with Shop Pay converts up to 36% higher than the competition. When you've worked that hard to get someone to your site, that last click matters. So if you've had a business idea sitting in your notes app for way too long, this is your sign. Launch before Black Friday, a time of year when more people are already shopping and ready to buy. If you're ready to launch your business before Black Friday, go to Shopify.com/happy to start your free trial. That's Shopify.com/happy. Go to Shopify.com/happy today to hear your first.

• 17:31Speaker 00

  When I started my first business, I thought forming it was just paperwork. Nobody told me my home address could end up on public record. And when you have any audience at all in the world of social media, this is a big deal. Northwest Registered Agent helps you build a real business identity from day one. They've been doing this for nearly 30 years and they're the largest registered agent and LLC service in the US with over 1,500 corporate guides, real people who know your local laws. Your home address, personal email and phone number stay private. And a free account gets you lawyer drafted operating agreements, bylaws,

• 18:15Speaker 00

  and thousands of guides at no cost, no upsells, and they never sell your data. Don't pay hundreds or thousands of dollars for what you can get from Northwest for free. Visit northwestregisteredagent.com/earnfree and start using free resources to build something amazing. Get more with Northwest Registered Agent at northwestregisteredagent.com/earnfree.

• 18:47Speaker 00

  There was a stretch in my early twenties when I was chipping away at credit card debt and it honestly felt like it was never going to end. I'd make a payment, I would feel good for a day, and then I'd look at the balance and feel like I did nothing. And what changed everything was finally seeing a finish line. That's why I love Monarch's debt pay down simulator and visualizer. It shows your exact debt free date based on your real balance and payments. And you get to watch that timeline move. Every extra payment, the date gets closer. That kind of visible progress keeps you going. And my favorite part is playing out your options. You can run different payment scenarios side by side and instantly see which one

• 19:32Speaker 00

  gets you debt free the fastest. You're in control of the plan. Monarch takes that heavy endless feeling and turns it into a game. Into a plan with an actual end date and a quick check in on my phone means I always know where my money is going from this will never end to a date you can circle on the calendar that feels like freedom write your own money story with Monarch use code E Y H at monarch.com to get your first year of Monarch core half off at just $50 that's 50% off your first year at monarch.com with code E Y H or a mic drop moment right a cut is condensed universal truth and that is you can tell a big story but you have to tell me the lesson that

• 20:17Speaker 00

  you learned the cut in a very short amount of time what are they going to cut and what are they going to clip into a reel right what is the seven seconds of a truth bomb a condensed universal truth what is the cut that you are going to take from every story that you tell so I hope this helps you with all of the content that you are creating out in the world how you show up how when someone asks you at the coffee shop what you do how you can take that and put it into a short version as well so you guys I'm sending you so much love and I will talk to you on the next podcast bye everyone

• 21:01Speaker 00

  okay friends I have a podcast for you if you're building a business or dreaming about starting one you're gonna want to put this one in your rotation it is the boss babe podcast hosted by Natalie Ellis who's a part of the Yap Media Network and Natalie is one of my close friends we've known each other for a really long time I have been on her show she has been on mine multiple times I've learned from her so much over the years I learned and implement what she teaches all of the time in my business I think she's one of the best in the biz her show is designed to help ambitious women build successful businesses while creating more freedom in their lives Natalie gets into the real strategies challenges and realities of building and scaling a profitable company sales business growth social media marketing audience building financial

• 21:44Speaker 00

  independence and how to make it all sustainable which this is what she lives and breathes in her own life so if you're a woman entrepreneur a business owner or an aspiring founder ready to take your business to the next level this one's for you check out the boss babe podcast subscribe today on Apple podcasts Spotify YouTube or wherever you listen