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Launch your business with Shopify. Sign up for your $1 per month trial at shopify.com.com CHC and HomeServe. Protect your home systems at homeserve.com or become a fora advisor at foratravel.com CHC that's F O R A travel.com CHC hello. Welcome back to Call Her Creator. I am so excited for today's episode because, honestly, this conversation has been living rent free in my brain for the last few weeks. And I genuinely think now is the time for us to talk about this. It's one of the biggest reasons so many people on Instagram, creators, business owners, entrepreneurs, they're posting their post and they're posting, but they're still not making money from their content. And I think some of you guys think it's because, like, oh, my content must suck. But no, it's not your content at all. I think that maybe you just have a conversion problem. Your content's not broken, it's just unfinished. And what I mean by that is most people, they'll create content with absolutely nowhere for their audience to go next. So there's no next step, there's no direction, there's no movement, no conversation and no strategy. So people watch your content, they consume it, they probably even like it. But then they leave, they keep scrolling. And I think this is why so many people feel exhausted online right now, because they're sitting there thinking, like, I'm posting every day. I'm trying my best, I'm using The hooks that she tells me, I'm following the trends that she gives me. I'm doing what everybody says to do. But nothing is converting. No sales, no leads, no DMs, no movement. So what we're going to talk about today, I'm going to get deep into this. Why people watch but they don't buy. Why posting more is not technically the answer, why your audience might actually just be a little confused. How to structure content that moves people down the funnel, and how to actually create content that turns into conversations, because those conversations are going to turn into clients, and then they're going to turn into sales. So this episode is probably going to call some of you out a little bit on what you're doing. But I think there are a lot of creators posting like creators when they actually just need to start posting like a business owner. So let's get into it. Okay, so first thing first, we need to talk about the biggest lie the Internet has sold creators. And it goes like this. If I get more views, everything will work itself out. I'll get more visibility, I'll get more sales. But that's not true. Honestly, I think some people are actually hiding behind their growth. And I know that's a spicy take, but I'm one of them. I get so focused on growing my followers that I forget that I have this sales machine right at my fingertips. So if you guys look at my content, a lot of it is, like, educational, valuable content. I'll throw in like a CTA in there at the end, but I'm not actively selling when I should be. But hear me out on this. There are people with 5,000 followers. 5,000. Making six figures online. There are people with 20,000 followers that are booked out for months. There are people with tiny audiences that are having incredible conversions. There's a girl I follow right now. She's got 40,000 followers, which is large, but it's not, you know, huge. And she had a $100,000 month. Okay, and then there are the creators with 300,000 followers, viral videos, millions of views, and they can't sell a thing. Why is that? Because views don't equal strategy. And attention without direction is really just entertainment. And that's it. So that's where I had to kind of talk to myself like this morning. Honestly, I was like, maybe I need to make a take another sales class to remind myself how to sell. And I'm like, no, you don't, Galen. You know what you're doing. You just have to. Actually, you. You really do have. Have A strategy and put in the effort. And so that's why I made that three day attraction plan. If you haven't heard of it yet, you can literally post these three specific things and it is going to attract the perfect audience to your profile. But it is a very specific strategy. I cannot just go and post and like, yeah, I'm getting views. Oh, I'm getting likes. Like, no, with this three day attraction plan, it's very specific and strategy driven to convert people to sell. So what happens after someone watches your content? If the answer is nothing, then your content has no exit strategy. And I think that's where most people are getting stuck. They think that the purpose of content is to get views and likes. But visibility does not matter if you're not making money, at least in my my opinion. And I will never be the person that tells you that visibility doesn't matter because I love visibility. I love growing my account. I think that gives you more opportunity to grow and make money and make sales and nurture this amazing audience. But visibility alone is not enough. Because if people discover you and then they immediately leave, your content is leaking clients. It is leaking opportunity. And this is where I started noticing a huge shift in my own business. So there was a season where I was creating content that was very visibility heavy. My goal was views and follows. So I was only posting relatable content that was like the point of view type reels. So, so as I explain these, think about in the back of your mind like, oh yep, that's all I'm posting. So let's, let's break down visibility content for a minute. One is the relatability content. So if it's mostly point of view type reels, that's relatability type content. Entertaining. Maybe it was a trend or it was a funny like trying to relate with other business owners. Educational. So if it's just educational, you're teaching them something. But there's no like conversion at the end. Trendy. I love me some trends. Shareable. So this is like something that says send this to someone who blah blah, blah, and they work. That content works. It helps grow your profile. And we all want to grow our profile. But like I said the other day, I realized some of my most viral content is not actually leading people anywhere. People might laugh or share or save or agree with my content or follow me, but then they disappear. And so I started asking myself, wait, what is the purpose of this content? Because if you're a business owner, your content should not just be creating attention, it should be Creating conversions. This is the shift, the movement. Your content should move people to a conversation or into the DMS or to a lead magnet or to your email list. Maybe you're pushing them into a buying decision. Maybe you're pushing them into the next step. What is that? Exit strategy. And most people skip this entire part, me included, sometimes. Like I said, I'm such a content creator. I love making content and connecting with people that I forget. Like, okay, this is a business, Caitlin. You can't just create to entertain people. You want to make money, honey. So you've got to create content that converts. And we're going to get into that and what that looks like. I think the creators out there, myself included, we've accidentally trained ourselves to focus more on vanity metrics than actual business metrics, because no one really teaches us this stuff. Nobody teaches. How do I actually guide people for the next step on this post? Instead, if you scroll through, everyone is just telling you to post more. But I need some of y' all to stop posting more and just start posting smarter. So let's talk about the difference between visibility content and conversion content. Okay? Because you do need both. But most people only create one. So let's talk about visibility content first. This is your growth content. Visibility content is content that's designed to attract attention, reach new people, make people stop the scroll. Maybe they're building awareness on something. Maybe they're creating some type of relatability, creating some type of connection. This usually comes in the form of, like, trendy content, um, funny content, relatable reels, hot takes, emotional content, or, like, quick value. But what I need you to hear is, visibility content is just the front door. It's how people find you. Okay? So just picture this little brown door. Open the door. They found you, but then what? How do we get them to come in the door? That's conversion content. That's what turns attention into actual action. And this is where most creators fall apart, myself included, sometimes. Because, again, I told you, I'm a content mindset girly versus a sales girly most of the time. But I need us to remember that if you're just posting for visibility, then you've got a hobby and you don't have a business. So how do we guide people to buy from us? That's conversion content. Conversion content is strategic. It's intentional. It's clear, and it gives direction. It answers, what should this person do next? Now, some content that converts is the content that overcomes objections, positions you as the expert, introduces your offers, creates some Type of urgency creates movement, starts conversation. Most of us are posting visibility content 24 7, and we're wondering why nobody buys. But that's because your audience only knows this. They only know you're funny, you're relatable, you're entertaining, and you make really good graphics. They don't know that you actually do X, Y, Z. You actually help people. Zyx. They don't know why they need you. They don't know what transformations you provide. They don't know how to take the next step. And if people are confused, then they're not gonna buy. Clarity is what's going to convert them. Confusion is gonna kill your sale because they're not gonna know what to do next. But if you are very super duper clear, you, you are going to convert every single time. So I want to give you a simple framework that I genuinely think could change your content immediately. And you can start with it today. And it's this content conversation client, the triple C Triple C word that should be the flow. Not content, hope, manifestation, silence. Y' all know I'm a woo woo girly, but I ain't manifesting these conversations in the dm. I am content conversation client. Okay? Your content should start conversations. And this is why I'm so obsessed with like DM automation, mini chat, comment keyword, and get xyz. I do that on almost all of my posts. That is what converts my people. Okay, comment the keywords, DMs. I love using polls on stories. So if I'm trying to convert over on stories, it's a little different from reels and post. I'll use the engagement stickers like polls. The question sticker you want them to click on your story. That will help you turn those people into conversions. We need low friction next steps though, because people buy by connecting with you. Not just consuming what you're posting, but actually connecting with you. Okay, I have a question for you. Are you the friend who plans everything when it comes to trips? Like, you're comparing hotels, finding the best spots, building the itinerary, and everyone else just shows up. If that's you, you've probably already thought like a travel advisor. You just haven't been paid for it yet. And that's exactly what Fora is built for. Fora is a modern travel agency for people who love planning travel and want to turn that into real income. They give you everything you need. The training, the booking tools, and a full community of advisors. So you're not figuring it out alone. And what I love is how simple it actually is. As a fora advisor, you get access to over 7,000 travel partners, everything from luxury hotels to boutique stays. And you can offer your clients perks like upgrades, resort credits, and late checkout, things most people don't even know how to access. And every time you book a trip, you earn commission. So if you're already the one planning the trips anyways, this is one of those, why am I not doing this moment. Now's the time to turn your love for travel into something that actually pays you back. Become a fora advisor today@foratravel.com CHC that's F O R A travel.com CHC and make sure you tell them that we sent you. Okay? Real life moment. There is nothing more humbling than owning a home and realizing, oh, I'm responsible for everything. Like when something breaks, there's no landlord to call. It's just you, Google, and a potential $2,000 problem staring you in the face. And you never know what it's going to be. It could be a water heater going out or a burst pipe. It's always unexpected and it's always expensive. And the worst part, a lot of those things, the plumbing issues, the H vac breakdowns, they're not always covered by your standard homeowner's insurance. That's where HomeServe comes in. They offer plans that help protect against those kinds of repairs, starting at just 4.99amonth. So instead of scrambling to find someone last minute, you can call their 24.7hotline and get connected with a local, experienced technician. It's super simple. You just choose a plan that fits your needs and your budget. And if something on your plane goes wrong, you just call to start the repair process. And honestly, that is a peace of mind for me. If I needed something like this, HomeServe is what I would use. HomeServe has been helping homeowners for over 20 years with a network of 2,600 local experienced contractors and over 4.5 million customers. So if you want to help protect your home systems and your wallet from covered repairs, go to homeserve.com find a plan that's right for you. That's homeserve.com not available everywhere. Most plans range between 4.99-1199amonth. Your first year terms apply on covered repairs. And I think that's the mistake a lot of creators make. They think if people watch me long enough, eventually they're going to buy from me. That's kind of how I used to look at all of this and teach. But it's not. It's not necessarily true anymore. There are so many creators out there that people literally have so many choices. They're not, quote unquote, eventually going to buy from you. Now they need some type of direction or invitation or guidance. They need clarity. You have to actually lead people. And this is where your CTA truly matters. And I'll be honest with you, most CTAs I see, if you don't know what a CTA is, that's a call to action. It's where you tell them what to do next. You might say something like, drop your email below or comment the word XYZ. That's a CTA. But I'm gonna say this. People either don't use CTAs at all or they use super generic CTAs. Like, hey, grab my free PDF. Comment the word freebie. What? That's you telling them the technicalities of what you have. That's not you telling them how you're gonna solve their problem. A better CTA would be something like, hey, I know you haven't slept in the past six months with your newborn child. I'm going to tell you how to change that right now. Comment. Freebie. You see how I'm hitting the pain point? And we are no longer using the words link and bio. That is so outdated. We're not doing that, okay? We are tired of link in bio. That is not a thing anymore. Nobody feels emotionally compelled to go to your profile and click your link in bio. So you need stronger direction. And this is exactly why I created my three Day attraction plan. Because I realized there were so many people just like me who are posting content with literally no strategy behind it. There's no movement. They're just posting randomly whatever comes to mind. And they're hoping that random content somehow magically turns these viewers into actual sales. So I created a very simple, low pressure, tactical strategy that walks you through exactly what to post over three days. First, you're going to post content that creates attention and gets them to the door. Remember the door we talked about? And then we're going to start conversations that get them to open the door. And then we're going to attract the right people that get them to walk through the door as we actually guide them towards our next step. Because a lot of y', all, y' all don't need those 97 module courses out there. You just need a little bit of clarity. And that's where my blueprint comes in with the three day attraction plan. I will tell you exactly what to do next. And it's only 27, which honestly is ridiculous for the amount of strategy inside of it. But I want it to feel accessible to you guys because most of you who are having this problem right now are not making millions of dollars from Instagram. You're at the very beginning where you're like, can this really work? Can I actually make money from this Instagram account? Yes, you can. But you have to know how to do it right. Because I know there are people listening to this right now thinking, I know my content could be working harder for me. I just don't know what I'm missing. And that's. The missing piece is the three day attraction plan. So let's get into some actual post ideas that you could literally share this week just to get a little taste of this three day attraction plan. Oh, I'm trying to think in my. Okay. In Club Influence. I know that we have some realtors in there. I know we've got some med spa owners. I know we've got some content creators. So I'm going to give you some specific ideas. But honestly, anyone listening to this podcast, write down these hooks and you can totally plug them into ChatGPT or Claude and tell them to customize these hooks based on your specific industry. Okay? All right. So this is attraction content. Okay, I'm just gonna tease you what's inside of the three day attraction plan framework. Idea number one, Realtor attracting sellers. So the hook would be something like, if your house has been sitting on the market, this might be why. And then your talking points are gonna be, buyers don't just buy houses anymore. They're looking for the lifestyle, the emotion, the feeling they get when they come into the home. And the way your home is being marketed matters more than ever. Call to action. Thinking about selling. DM me the word move and I'll send you my free seller prep guide. This teaches you how to do an emotional hook if your house has been sitting on the market. People are, you know, the pain point there is their house has been on the market forever. They're trying to sell it, they want to move. Right. So you got that emotional hook in there, the problem awareness, what's going on? There's a CTA in there, what to do next. DM me the word move and then you've got the movement. Without making it sound like a marketing lesson, you've got the movement there. You're just telling them, hey, I know your house has been sitting on the market for this long. Here's why that might be happening. Give a few talking points, and then CTA them to get your free seller prep guide. All right, idea number two. This one's good. This is a way to attract clients for, like, a med spa owner. So this is why your Botox keeps wearing off so fast. And then you talk about how they're not booking their appointments correctly. It's inconsistent. Maybe they've got a fast metabolism. Maybe their injector isn't the best. Maybe lifestyle habits. And then the CTA here is going to be want us to look at your current routine. DME skin. So then you're showing them, like, hey, we're not trying to sell you something, but maybe we can chat about what your current routine looks like for a fitness coach. You don't need another diet. You need this routine that you can stick to. And then you're going to end up kind of walking them through, through visuals, showing them what your routine looks like. And then you could say something like, comment the word strong. And I'm going to show you my beginner routine for losing XYZ or for gaining abs in seven days. You know, I know we can't gain abs in seven days, but you see how I'm giving, like, a specific ending there? Like, what's going to happen? You don't need to diet. You don't need to go on GLP1s. You just need a beginner routine like this. I was able to. Let me think, maybe even put some specifics in there. Like, for you, I was able to cut 2 inches from my waist by adding this to my morning routine. And then you show them your morning routine where you're, like, stirring in some type of. I am not a fitness guru. But, like, I don't know. I don't want to say collagen, because collagen ain't gonna help you cut nothing on your old body. But you get what I'm saying? Like, you're giving them a very specific outcome. You're teasing it through the visuals, and then you're telling them to DM you for your plan or your routine. Or maybe you just say you want to talk. Like, hey, let me. Let's troubleshoot your morning routine. Just get the conversation in there. Send that DM photographers. Maybe it's. Maybe we say something like, you won't feel awkward posing in front of me on your wedding day. I think I would like that better because we all know there's those awkward wedding photos you're thinking about, what am I gonna have to do? Like, I want a photographer that's gonna show me what to do, put me in the right positions and snap my photo and make it look beautiful. And then like this CTA is something like 5 poses for your wedding day or something like that. And then that gets them in your DMs. The point of this content, I'm hoping that y' all are picking up what I'm putting down. It's not just to get views, it's to attract them, imposition them and convert them. Most business owners post content so randomly. This type of content is designed to do four very specific things. So one, we want to attract the right person. The hook creates that wait, that's me moment. An example, if your house has been sitting on the market, this might be why. Like that immediately attracts frustrated sellers, people thinking about selling, people emotionally connected to the problem. Good content is going to filter those people in. Number two, we're going to position the business owners as the expert. The content should subtly communicate that you understand the problem deeply that your viewers are having. It's not a like, oh, hire me, I'll help you with X, Y, Z. That's, that's not going to work. It's you understanding what they're going through and now you can help them. That's why the realtor example explains the buyer psychology. The med spa owner explains confidence and skin. The fitness coach explains sustainable habits. This builds trust without sounding desperate for a sale. Number three, you create that emotional movement. This is the piece most people miss too. People buy when they feel understood by you, when they feel emotionally connected to you, when they're aware of the problem, the urgency, the possibility. The content should make someone say, dang, maybe I do need this. That's the movement, that's the urgency. And then four is you create that next step. You create that exit strategy. You set it up. This is the entire lesson here. The content should lead somewhere. Dm, a keyword, free guide, consultation, email list, booking, inquiry. That's the exit strategy. Guys, where are they going to go next? Because without this, people are just going to watch your content. They're just going to scroll, they're just going to leave with no action. So the point of all of this is to turn those passive viewers into leads, into conversations, into inquiries, into book calls, into clients. Because views are not going to pay your bills. Movement does. And this is exactly what the three day attraction plan teaches. It is not going to tell you how to go viral, but it's going to show you how to create content that actually moves people towards Buying from you. Now let's talk about why your content might not be converting. Are you someone that tries to talk to everyone like you show up on your reels saying, hey, guys, don't say that instead of talking directly to someone because this is huge. I think AI content and overly polished content has made this even worse because everyone now sounds generic. So you have to sound super duper human. Okay? When someone watches your content, they should feel like, oh my God, she is literally inside my brain. That is what creates the conversion, being specific, not the broad motivational fluff. Example of that is like, here's how to grow your business online. No, you need to say something like, hey, your content isn't converting because you never actually tell people what to do next. After watching your reel, you see how specific that is. That's what creates that self recognition. This is why negative hooks, which I talk about a lot, and tension hooks are working so well right now because people don't want that generic inspiration. They need clear, they need truth, they need pattern interruption, they need self awareness. And that's why content like this is why your content is not making you money. Works way harder than someone saying, hey, here's three tips for Instagram growth. One of those just created curiosity. The other one created urgency. Which one do you want? Which one do you think is gonna speak to your target audience? You're not trying to sound like everybody else. And if you do sound like everyone else, guess what? People are just gonna scroll. Let's talk about why people buy for a minute. Because this matters. People do not buy because you gave good information. And that's why we gotta stop with the educational content all the time. We've got to make sure we're putting in conversion content. I know creators hate hearing this too, because I am one of them. I hate hearing this. I love creating content, but my information alone is not going to sell and it's not going to pay my bills. People buy from you because they feel understood by you. They trust you. They believe that you can help them. They believe that their problem matters. And they believe now fixing it now is what matters. That's it. A lot of creators are accidentally making their audience feel informed, but they're not activating their audience. So your content has to create awareness, emotional connection, urgency, movement, not just education. Information without emotional movement is not gonna convert. And that's why storytelling is so important. That's why positioning matters. That's why relatability matters. This is why I think some creators are exhausted though, me included, because we're Posting consistently. But we're not creating emotional movement. We're just pumping out info every day. And then there's information everywhere. But guess what? Your audience doesn't need more information. They need clarity, direction, confidence, decision making, support. Like, are you sick of me saying that yet? Because this is what great content does. So let's get tactical here. I want to give you a simple structure that you can literally start using immediately. This is one of my favorite frameworks for content that converts. Okay, problem, pattern, path. That's it. Step one, call out the problem. Your content probably isn't converting because your audience has no idea what to do next after watching your post. That's the problem. Step two, explain the pattern. Most creators focus so much on getting views that they completely forget to guide people showing the pattern. Step three, show the path. You need content that creates movement, content, conversation, client. That framework alone will make your content feel significantly more strategic. See, I'm showing them what to do and that's basically the foundation inside of the three day attraction plan. I wanted people to stop overthinking and posting randomly and creating content that doesn't connect. And instead I wanted them to create content that created movement. Intentional content, content with direction, sequencing. Because your audience should never be wondering, okay, what now? What do I do now? Some of us are scared to sell. Like deeply scared. And it is showing in your content. You're hiding behind the like, oh, I just give value. Oh, I just really want to over deliver. You know, I just want to educate, I want to inspire. But you're never actually inviting people into anything else. And that is not humility, that is fear. You're afraid to annoy people. You're afraid to look salesy, you're afraid to be rejected, you're afraid to hear the word no. But if you're a business owner, your audience has to know what you offer and you have to normalize that. You have to normalize pitching, directing them, leading them, inviting them. Some of y' all are posting content like influencers when you actually need to start posting. Like CEOs, business owners understand content has a job. Not every single piece of content needs to sell. But your overall content strategy should absolutely move people toward action. Let's talk about unfinished content for a minute because this phrase has been sitting in my spirit. Your content might not actually be bad, it just might be unfinished. Meaning you post, but you don't have the call to action or the direction or you didn't give that invitation to, to what they need to do next. You gave them the information but you forgot to guide them. And this is why some creators feel like they're screaming into this dark hole on Instagram because they're creating content that ends the conversation instead of continuing it. Your content needs to create that curiosity. It should create movement. It should make someone say, wait, I need more of this. That's what great marketing does. This is where low ticket offers can become incredibly powerful for you, too, and your pocket. Because not everybody is ready for that high ticket coaching or a mastermind or this giant investment with you. Sometimes they just need a quick win, a small action step that they can take momentum. That's why I love the three Day Attraction plan. It is so simple and actionable and it's clear. And I think the simplicity of it helps people convert way better than overwhelming people. All right, let's talk about what your audience actually needs to see before they buy from you. Because this matters. People need some kind of proof or trust or consistency or repetition or emotional safety to buy from you. This is why people usually don't buy after seeing only one reel or one post. They buy after repeated exposure. Right? This is where consistency matters. Not because the algorithm gods demand sacrifice, but it's because trust is built through repetition. Your audience needs repeated reminders of who you help, what you do, why it matters, what transformation you create, why now is the time to do it. And a lot of creators will tell me, well, I already talked about that, guys, most people are not paying attention like you think they are. You need to repeat it. This is why I'm probably going to keep talking about your content has no exit strategy. Because it's true and it's why I keep talking about the three Day Attraction Plan. I know you've probably heard me say it several times in this podcast episode, and you're like, okay, Caitlin, we get it, but no, you don't. We have to be told about it over and over and over and over and over and over and over again. All right, got a little emotional for a second. I'm going to leave you guys with a challenge. Before you post your next piece of content, I want you to ask yourself this question. What happens after someone sees this post? What movement does it create? What conversation does it say start? Where does this lead people? To what belief does this shift? What action should this inspire? Because if your content just ends with, okay, bye. You're leaving money on the table. You're leaving connection, you're leaving opportunity. And I think so many of you are so close to sales than you realize, and you don't need more followers. You just need stronger cta, stronger positioning, stronger movement, and that's it. If today's episode hits you in the throat a little bit and you're realizing, oh, my God, my content really does have no exit strategy, I'm gonna say it one last time. I made the three day attraction plan specifically for you. It is tactical and it is simple, and it is actionable. And it's designed to help you stop posting random content that goes nowhere. You can grab it in my show notes. And I genuinely think this is one of the most important shifts that creators and entrepreneurs need to make right now. Attention alone is not enough anymore. There are so many people on the Internet these days. We need strategy. We need movement. Your content cannot just create views. It has to create momentum. All right, if this episode helped you, please share it to your Instagram stories. Tag me. Send it to a business owner, Send it to someone that needs to hear this conversation, and please consider leaving me a review. Whether you're on Apple Podcasts or Spotify, it really helps me to keep going with this podcast. All right, love you guys. Bye.