The Secret Strategy for SALES on Social

If you're making CONTENT but not making SALES, you need this episode.

Why? Because there's a difference between content that creates sales and content that creates growth...

... and no, 'education' content does NOT create sales.

Once you know the difference, you'll see a dramatic change in your leads and sales; and I'm sharing that in the podcast today - enjoy!

Listen to the Episode

Transcript

Hi everyone, welcome back to another episode. Today I'm talking about my favourite thing, which is making money. That's what we're here to do, right? We're business owners. We're here to make money, but I'm also here to show you why so many people struggle to make money. On social media and why they struggle to convert their views into actual sales.

So today i'm sharing with you a Broadcast of one of the q a's that we feature inside of our membership social boom every single month and in this one I'm sharing with you the number one mistake people make when trying to make money on social and why Never ending educational content does not make money.

If you're putting out content every day, if you're adding value into people's lives, if you're helping people as much as you can, but you're still not making money, then you need to listen to this episode because I'm going to show you the difference between content that educates and add value and content that actually makes money.

And once you get the difference, once you get this unlock, Everything's going to change for you. You're going to start seeing sales come in. You're going to see demand for your products. You're going to see people proactively reaching out and wanting to book appointments with you and talk to you. And it's going to be an absolute game changer for your business.

So a packed episode as usual, here we go. Let's dive into how do we convert views into sales? Okay. Views into sales. So there are some key elements that we need to do in order to be able to make sure that we have the core. Fundamentals in place to be able to make this happen. And then we can start talking about what the process is in order to be able to get people into that thing.

The most important part of this is, you know, I know it probably feels really difficult at the moment to get any sales or any leads from social, but once you put these fundamentals in place, I can assure you the whole thing becomes much, much easier. And so, you know, even though I might be talking about some fundamentals here that you might think, yeah, okay, I get that, you know, I've heard that before, you may have heard it before, but chances are you're not actually doing it.

All right. And so it's very important that just because we've heard something before does not mean that we're actually doing it. Okay. And just like any good sport or any good sports person, you know, they're going to spend 90 percent of their time practicing the same stuff over and over again. Okay. And, and we need to get this stuff in place in order to be able to make these things happen.

All right. So let's dive into what do we need, right? What do we need? Step one is what do we need? In order to be able to actually get people into us in the first place. Right. So, you know, if we're not getting views, then obviously we're not going to make any leads in the first place, but equally we need to attract the right.

Right. We need to attract the right people into us. We don't just need views for the sake of views. We want the right people to come to us, which means that we need the right content. Really start creating content that attracts people to you, but makes them want to buy from you. Okay. There's a difference between a passive consumer and someone who proactively wants to buy from you and content does or doesn't do one of those two things.

All right. So if you're getting a lot of views, but no leads and no sales, it could be that the content that you're creating is not actually creating any demand for your products. All right. It's just creating more views, but it's not creating demand for your products. All right. So the right content then should be content, which is a breakdown.

of your offer. Okay. It should be the steps of your offer, your course or your program. All right. Because we need to attract people that are interested in the steps that get them to the result, the particular steps that you teach and that you help people with. Let me give you an example. Let's say you're an ads guy.

Okay. And you help people with Facebook ads, all right? But you talk broadly to anybody and attract anyone who's interested in anything, you're going to get people that absolutely hate ads coming to you. Those people are never going to buy from you because they don't like the thing. That you make an offer around.

Okay. That's not how they want to run their business. And so they're never going to buy from you because that's not how they want to run their business. And so it's really important that we attract the right people for the right reasons, you know, if you spike specialize in ads, then you should, you need to be attracting people that are interested in running ads, not just.

Any old person, right? And likewise, if you're interested in emails, let's say you're interested in email marketing. You don't want to be attracting people that only care about DMs and hate emails. You want to be attracting people that care about your, the way in which you solve the problem that they have.

Okay. Which means that the content that we should make should be a derivative of. Whatever your offer, your courses, like one great way to view this. And this is something that really helped me was this mindset of content as courses. Okay. This is a concept that I came up with a little while ago and it really helped me.

Okay. So great content, like content that's going to attract your ideal customer is if you just take your course, right? So list out. The lessons of your course, right? Just list them all out and then put them in a random order and then make content around them. Okay. That is a, that is by definition, a great strategy for you.

So essentially you're just. Teaching people elements of your course, but you're putting it out there in a random order. So they're never going to be able to put it together and turn it into actual results, but they can see that you are able to get those results and that, therefore, they will see you as an expert.

And want to buy from you. Okay. So it's a great technique to create content that, you know, is going to create demand for what you do. And ultimately we have to be sharing what we actually do and, you know, that we actually know something. Okay. If we don't show people that we know stuff, why would they believe that we do know stuff?

Right. And so sometimes people hold back and they're like, well, Dan, you know, I don't want to give all my secrets away. It's like, they're not secrets. Okay. You know, let's face it. Everything's derivative. They're not secrets. You need to show people that you have the capability to teach. Okay. And that you actually know your stuff.

And if you never talk about the stuff that you do or how you do it, how would someone know that you can actually do it other than, you know, yeah, sure. They could just take your word for it. But that's not how people operate on social anymore. Like, you know, if you want to be seen as an expert, you need to show people that, you know, you need to actually share your expert knowledge.

You can't hide it away. So this is a great way to do it. List out the lessons of your course, put those lessons in a random order, and then make content on that. You know, that is going to create great content. For your course, but that key thing is we need to attract the right people, the right people, the right people are people who want your outcome.

The wrong people are people who don't care about that outcome. They're the wrong people for you. The right content is content that breaks down your process. That's the right content. If your content isn't breaking down your process in some way, then it's not going to attract people that want to buy your process.

Okay. And then now we're going to be attracting the right people to us. People that actually care about the stuff that we actually make. So, assuming we have that in place, then, let's start looking at, well, what happens next, then? Assuming I'm making, I'm attracting the right people for the right reasons, and I'm attracting them with the right content, then what happens?

How do we actually convert those people into actual Sales for us. All right, so you've got those people in the room. They're watching your content Why would someone actually reach out to you? And pay you for something and it's all about the difference between educational content And transformation content.

Okay. So when someone's actually in our social and they're actually following us and they're watching our content, if we keep making the same content over and over again, why would they be motivated to pay us? On any given day, right? You know, there's nothing different about what we're doing on a day to day basis.

So why now ask that question? Why now, why would someone want to buy from you now? If you're making the same stuff over and over again, talking about the same stuff over and over again, why would they be motivated to take action with you now? And the answer is, well, they're not going to be because nothing's changed, right?

Nothing's changed in terms of the way in which you communicate. Nothing has changed. And so what tends to happen is. Most people they're like, Dan, I'm giving out all this value. I'm doing value, value, value. I can't give any more value. I'm sharing everything that I know. No one's buying from me. So most people make educational content every day.

Educational content solves things. Educational content is viral in the sense that a lot of people watch it. A lot of people look for it, how to content, educational content. They look for stuff. Okay. But educational content also suppresses. Demand. Okay. It suppresses demand. It doesn't create demand. It suppresses demand.

Educational content then is very good for, what's it good for? It's good for growth. Okay. By solving stuff, it's very good for growth. You get lots of growth out of it. Okay. It's very good for virality because it's universal. It's good for that. Okay. It's good for virality and it's good for views, but it is.

Okay. Bad for sales. It's very bad for sales. Okay. It's not good for sales. Why? Because educational content is something that a lot of people can do. It's something that looks the same as other things. And as soon as it raises a problem, it immediately solves the problem. And so it doesn't create demand.

Because educational content solves the problem immediately, it doesn't create demand for anything. For example, if I make a reel that says, Hey, how to get your first thousand dollars in 30 days. And then I go one, two, three, four, five, this is how you do it. There's no demand. I've asked, you know, I've said.

How to do something. And then I've solved it. So there's no demand. You only create sales and leads when you create content that creates a gap. Okay. And this is what we call transformational content, transformational content. Or demand content, one of the two, whatever you'd like to call it. Okay. But transformational content demand content doesn't solve anything.

Okay. It does not solve, it does not solve ever instead. What it does is it exposes, it exposes, and doesn't solve, it exposes, it exposes a gap, a gap being a distance between what people want and what they have now. All right. So sales content, which is this transformational demand content needs to get people wanting something and salivating for more of it.

Okay. So let me give you two examples, one with an educational lens and one with a transformational lens. Okay. And you tell me the difference. All right. The educational lens is how to get a thousand followers. Okay, and then I go, all you have to do is steps one, two, three. All right, that's the first permutation.

The second one is, You know, what a thousand followers gets you. Okay. And that's result one, two, three. Can you see the difference? The first one says how to get a thousand followers. Go here, go click that, click that, do this, do that. That's the first one. The second one says what a thousand followers gets you, i.

e. Leads, sales, lifestyle, keynote speeches, traveling the world. Okay, it creates demand for something specific, but does not solve how to get it. The key is understanding and knowing that there are two different types of content here. Okay, about the same topic, but presented in a different way. So another example, let's do some other examples to give you a good sense of it.

We know what educational content looks like. So we'll focus on, we'll focus on the transformational examples. If you're not getting X, here's why. So for example, if you're not getting leads into your business, this is the reason why. Because you're missing 1, 2, and 3. And my system tells you what those three things are.

So if you're not getting sales into your business, Here's three reasons why. Number one, you don't have a system for turning content into inquiries. Number two, you don't have a system for receiving those inquiries and moving them towards a lead magnet. And then number three, you don't have a system for converting that lead magnet into a sale.

Now, if you need help with any of those things, I have got a system that does exactly that. And here's what happens. They come in here, they immediately give their email address to you, and then they drop into a funnel, which then nurtures them into a sale in seven days. Can you see how big of a difference that is?

I have not solved anything. I have simply highlighted, and this is the million dollar bit, the gap, okay? I've highlighted the gap. I've highlighted in what you don't have. I haven't solved anything. I've simply highlighted what you don't have. Because until you know the difference between educational content and sales content, You're going to struggle to make any sales and you're going to be like, Dan, you know, I'm giving all this value away and I'm helping people and I'm teaching people so much stuff and I'm like, you know, I'm doing a really, really good job and I'm trying really hard and you are doing a good job and you are trying hard and you're, you know, you're doing fantastic.

The problem is you're missing this final step. You are missing this final step. And because you're missing the final step, you are not converting your followers into sales. Okay, and that's the difference. So the next step that we need is step two. Okay, so step one is we need content that breaks down our process and attracts the right people to us in order to be able to make sure that those people actually care about the solution that we have to offer.

Okay, step two, we need to make the right content to actually create demand from those people for our products. We need to create content that actually makes those people want to reach out to us and differentiates us and makes them think to themselves now is the time. Educational content Has no urgency.

And so people won't reach out to you for it. It has no urgency. If I just sold a thing for you and then I say, well, you need to buy my course. And I'm like, well, why would I buy your course? When you've just shown me the answer. There's no point buying your course. You've just shown me the answer. So it's, you know, what's the point.

So educational content suppresses that demand. Whereas sales content like this creates demand. Okay. So once we got that. Then we need to go into step three. So what's step three? Okay. So we've created the mark, the demand. Now, what we need to do is convert that demand into actual leads, actual sales in our business.

So someone's watched your content here. They've watched this reel here. This bit in blue, they've watched it and they're like, Oh, wow. I need that. Okay. And then they've messaged you and they opted in. Maybe they've dropped a keyword. in your comments. They've opted in. They said, yeah, I want, you know, a piece of that.

Okay. Now you have a conversation going on with these people and you need to then ask the question, well, what's going to convert those people? This is where so many people get unstuck here is they think that you can literally go from content To sale instantly. Okay. I think those two are the same thing.

All right, you know, I've made so much content and I've impressed you so much with my skill over such a long period of time that you're just going to buy something from me, you know, instantaneously, you know, with absolutely no warm up whatsoever. Okay. Just because they said I like your real doesn't mean they're going to give you their money.

Okay, and this is the gap that most people get wrong here, is they try and just go straight for the jugular. Okay, and what that looks like is, this. Okay, so it might be like, you know, thanks for the comment, or thanks for your interest, here's the link. Does anyone really think this is gonna work? You're just going straight from the content, or just because you liked a piece of content, you're gonna give me a thousand dollars?

It's not gonna work. You're trying to go and take people straight from, The date to the bedroom. Okay. It's not going to work. So what we need. So we need to go from content to qualify to sale. Content to qualify to sale. Someone who says I'm interested, right? They opt in. That is a prospect. Okay. There's not, it's not a lead.

Okay. It is a prospect. A prospect is a potential lead, but they're not a lead yet. They haven't given you their email address. They haven't really shown direct interest in this thing and we don't know whether they're even, they even qualify for my thing. Okay, so they're not a lead yet. Okay, they're a prospect and not a lead.

There's a big difference. Okay, so you want them to go from prospect to sale. Okay. And that doesn't happen. All right. So instead, what we need is Here, the person is a prospect under content, then we need to turn them into a lead, and then we need to turn them into a sale. And so, if you've gotten a bunch of, you know, people, like, commenting on your posts, and you're like, Dan, I'm getting these people commenting on my posts, why isn't it equating to money?

Well, you're like, well, you just went from, you know, first date to bedroom, and expected them to, you know, And of course it's not going to happen. All right. So we need to like nurture them a little bit. All right. So what does that look like? Okay. So they say to you, they opt in. Okay. So let's say you have a post and you say, you know, Oh, you make that sales content and you say, well, you know, on my system, we'll show you how to do that.

Download my ebook. And they say, yes, please. Right. They say, yes, I want your ebook. Now, what you need to do is you need to take them into a very. Short, well, depending on how expensive your thing is will depend on how long the conversation is, but some kind of brief conversation there that says, you know, thanks for your interest and then qualifies that person and the qualification both make sure that that person does indeed need your thing, but it also helps ramp up demand.

For your thing. So if you just go, if you just go, Oh, hey, they dropped. Yes. And then, you know, I send them a link and they're just going to proactively download my thing. They very likely won't. So we need to move them from might to will. And we need to move them from like interest. Need I'm interested in your e book or I need your e book.

Which one tell me in the comments guys Which one do you think is more powerful and it doesn't take long? It only takes a couple of questions and you can automate these questions It's very easy to turn someone from an interest to a need So what we need to do is we need to ask them a few questions So what kind of questions are we going to ask them?

The first question might be thanks for your interest In my client system, maybe it's my free training about how to get clients. Okay. Thanks for your interest. Okay. The first question might be, how long has it been since your last client? Okay. And what I'm doing is getting to think about their situation and getting them to reflect on, you know, how serious this situation is to them.

How long has it been since your last client? You know, and then you might say, How easy was it to get that client? And they might say, well, you give them an option here. So first thing he says, how long has it been since your last client? And you might say, you know, one month, six months or a year. Okay. You know, and then there's suddenly like, when they think back about it, they're like, Oh, wow, it's been like six months since my last client.

That's. A problem. Okay. I'm helping them come to terms with this thing. That's a problem. Okay. And then I say, well, look, how easy was it to get that client that you got? Like, you know, one, two or three easy, medium or hard. Okay. And they say, well, actually, you know, it's been six months as I had a client. And when I got that client, it took about a million emails just to be able to get that client.

You know, and like, and then the third question might be like, how quickly do you want your next client? You know, but they're going to obviously say an answer to that question of, well, I want my next client ASAMFP, right? And then finally you then say, well, look, sounds like you're a perfect fit for this free training.

Sounds like something, this is definitely something that you're going to need. Here's the link to the training. Can you see the difference there in terms of the quality of the lead, but also the desire from that lead for your actual thing, instead of simply just going, Oh, you know, thanks for your interest.

Here's the link, which, you know, they're not going to click on. They don't really, you know, yes, they've expressed interest from your content, but they don't really have any urgency in terms of actually needing your training of actually needing your thing. So I've taken, instead of going straight from content to sale, I've gone from content qualify to sale.

And now they've said, Hey, it's been ages since I had a client and it's impossible to get clients. And I really need a client right now. They've said yes to all of those things. And then I've said, well, okay, here's a link in order to be able to get that client really quickly. Like you see how there's a massive difference in terms of how they're going to consider your training, whether they're likely to sign up to your training and whether they're likely to actually take action as a result of your training.

So for the people that actually opt into our thing, we send them that DM and then we ask them a few qualified questions. 80 percent of the people that come in, then go on to give us An email address or watch our training or do something. So let's review what we've covered today so that you guys can start going out and making some money because ultimately that's what we want.

All right. So the first thing is how do we make money? How do we convert views into sales? That's our focus for today. How do we convert views into sales? Well, the first thing is we need to actually make content that attracts people that would want our. So we need to attract the right people by making content.

That's actually about what we talk about and about what we sell with the right content, which is content that breaks down our process overall. Okay. That's the growth content that we talked about. Firstly, we need people, a population of people, followers, viewers, okay. That actually watch our content in order to be able to then have the opportunity to sell to those people.

If we have no one to sell to, Then obviously we can't get any leads and sales. All right. So this first bit is really important. We have to have someone to actually sell to in the first instance. Okay. We do that by ensuring that the content that we make attracts the right people for the right reasons.

The second thing we do then is we understand the difference between sales content and educational content. And we make. Content to those people, right? So we grow our account with the educational content, but then we actually convert those people with transformational demand driven content. And then finally, step three then is we then need to convert those prospects into leads for our business, not by just saying, Hey, Thanks for your interest.

Here's the link. And then buggering off instead by qualifying those people with some simple, easy questions in the DM that then get those people genuinely interested in our thing, instead of just going, Hey, you opted in now go visit my thing and download my thing. So then we need to then convert those people into actual.

Sales for our business by qualifying those people and getting proper leads out of it, making sure that the people that actually opt in actually go and then give us our email address, give us our phone number, give us our details and not simply just say, yes, that thing sounds interesting on a post. And then we never get that actual lead information.

And so the way that we do that is by qualifying those people in the middle, by taking that two step process that people normally do, which is content to sale and turning it into content qualified to sale. Putting that bit in the middle by just simply asking a few questions a few questions that can be Entirely automated with something like many chat, you know, it's not like it's not difficult doesn't take time You can automate it if you want to um, but a few questions to actually automate those people that is the key of generating real Leads from views.

And this is the bit where people get unstuck is they don't do step two and step three. Okay. They do step one. Generally speaking, people are pretty good at step one. You know, they're good at making value content, teaching, adding value that tend to be. But they think that doing that also creates leads and sales, which it doesn't.

Okay, as you know, we need a different type of content model to make that happen. And then finally, what we also need, of course, is then qualify those people with that final step. And so because you're missing those two steps, That's why you're not making any leads and sales right now because you're missing those two steps.

So there you go. Finally, the secrets of how to actually make money with content revealed. I hope you got value out of today. I hope you've had your mind blown with this one and I hope you've got some really actionable things that you can be taking forward to implement in your business. And start seeing those sales roll in.

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Now if you've enjoyed this episode, this again was a clip from our Q& A that we do every single week inside of our membership, Social Boom. Social Boom is the number one membership. For getting millions of views and unlimited leads on social and turning your social media into an organic content lead generating machine.

And the amazing thing about social boom is you can get our entire course about how to get millions of views and unlimited leads on social. with free content for only seven dollars. Yes, for the price of a Starbucks coffee, you can get our entire program on how to go viral and join over a thousand other business owners inside of our membership who are all doing the same thing.

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