Shannon McKinstry (0:00)

Foreign. I am your host, Shannon McKinstry. Welcome to Good Content, the podcast where I remove the never ending content creation, guesswork and overwhelm so that you can actually enjoy being on social media again and growing your business with what has always worked. Good Content. There is something that happened at Social Media Marketing World last week. Something I learned while sitting in on my friend Brenna McGowan's anticipation marketing session. And I can't wait to share it with you. And it's what we're gonna be covering in this short and sweet podcast. It's gonna blow your mind but I'm also gonna give you a great idea for a reel to take and run with or any type of content because it's something that literally just made me wanna buy instantly. So real quick, Social Media Marketing World. I had the incredible opportunity to speak at last week and it was, it was a dream come true as a marketer listening. If you're a marketer, you know what a honor it is and humbling experience to be invited to speak there peers like it. I was shaking head to toe. Everyone was like, we couldn't tell. I'm like, thank God. I chose the dress to wear based on the fact that you wouldn't be able to see my leg shaking. But the feedback was amazing. I had people say it was their favorite session of the day and I just like teared up on stage at the end. I just couldn't believe it. Sobbed on the plane on the way home just thanking God for the opportunity. And Michael Stelzner, Jerry Potter finally got to meet him like these for them to give me this opportunity. Thank you, thank you, thank you. It was incredible. It was everything, everything, everything, everything and more. But my friend Brenna, right, we've been, we've, guess what, we met through a hashtag years and years ago. I found her I think probably through like the hashtag social media managers. We were both social media managers at the time. She is now a launch copywriter. She is genius if you are looking to launch. She teaches about pre launching. So by the time you've launched your product service, people are already ready to buy. Like you barely have to launch. You know what I mean? And her session was all about anticipation marketing. I'm going to tell you this stat right now and it's mind blowing. Ready? And it was fun because she asked everyone in the audience like how many people do you think in your audience following you right now are ready to buy your thing? I already knew the answer because she had already shown me her presentation beforehand. But it blew my mind again. And I was like nudging Ryan, my husband who was there. I was like, wait for this, wait for this. It's mind blowing. 3%, 3% of your audience is ready to buy from you today, right now, when you post that post, you post that story, only 3% are ready to buy. And that still doesn't mean they're gonna buy it, right? There's this marketing rule of seven that marketers have talked about forever. Do you know that that marketing rule of seven, I think is from literally like the early 1900s or like maybe even before that. I'll have to look it up, but it doesn't matter because it' that number is closer to 77 now. Meaning someone has to see your product or have seen your brand in front of their face on a screen that counts 77 times before they typically go, you know what, I'm gonna buy it. Most people, right, we have to see something to build trust and awareness, blah blah, blah, blah blah. We also don't have the pain point the moment you're selling it. Think about it like especially my real estate clients, I'm like, we're not all sitting around waiting to buy a house. Like there's a specific time in our life that we're going to buy a house. Same with cars, big things like that, right? And then there's things that like a $10 non tarnished necklace, just cause it's $10 and doesn't tarnish doesn't mean I'm going to buy it. Even if it's like the cheapest thing and the most amazing deal ever doesn't mean we're going to buy it. So you got to remember that when you're selling. And this is why obviously I tell everyone you don't need a huge following. I was selling with 500 followers. I was making money with 500 followers, building connections with 500 followers back in the day. So you don't need it doesn't mean you need a huge following, but it is a numbers game, right? The more people that see your stuff, right? But again the right people. So this is why having an email list is so important. This is why not putting all your eggs into one basket is so important, right? I always say you don't need to be on every platform, but I definitely encourage my clients to do maybe two to three. So if Instagram's your main one, what's another one that kind of aligns with Instagram? Facebook, LinkedIn, those are two easy ones to kind of. You need to adjust A little bit. Which actually, let's make that next week's podcast episode. How to cross post and how to repurpose. Ooh, that'll be fun. We'll talk about how to take a reel and make it a carousel. How to take a carousel post. Make it a LinkedIn post. How to take. Right, okay, we'll do that next week. But for today, I just want you to take this one idea of a reel I saw that actually made me want to buy right now. And I don't even follow the person, so she's someone I've never seen in my life. And her reel literally made me go click the link in her bio and get ready to purchase. That's not normal. That's not usually how things are. We usually have to be following you for a while. So when I say 77, this is why I stress Instagram stories so much. Because if I do four stories in a row talking about the reels label, that's four touch points. They see a real. They see me on LinkedIn, they. Right. But you can get to 77 real quick on social media if you're consistent. Posts, stories, email list that number 77 for if that's how many times someone needs to see your content to decide to buy, you can actually get there pretty quickly. So don't get frustrated. And then there's people like me who see something once and go buy it. It's about being in the right time when they need the thing and they see it. Right. And it's also why when I talk about a product in, you know, in a store, I know I talked about it like a year ago, but I would notice when Poppy came on the market, their drinks were in the front of the grocery store in the aisle at the end of the aisle. So, like, even as you go through the store, you're seeing this product five plus times and you've already seen the commercials and you've already seen it on TikTok. So by then you're like, okay, I'll try this fricking soda, right? So again, it's just staying top of mind. That's what social media allows us to do. But don't let the 77 scare you. Just let it know that means if you show up on stories throughout the day, you show up. You know, someone watches 10 stories of you that day, they see your post. Again, that number is quick. Okay. With that said. And by the way, you need to talk to Brenna about anticipation marketing. Cause she talks about that how, like, by the time you've launched it. They've seen you so many times and they're so excited. Whether it's a countdown, whether it's breadcrumbing and stories showing, like a little bit of it, a little sneak peek, we love that stuff. We get so excited, by the time it launches, we're like, take my money. When I started the Reels Lab, for instance, I started talking about the Reels Lab on Instagram stories for months before I had a sales page, before I even knew what the Reels Lab was gonna include, before I knew what I was gonna price it, before I knew who. I talked about it for months. I was like, okay, I have this thing called red carpet reels and it's working. And that was a high ticket offer. And I just had like five clients in it. I was like, now I think I'm gonna make something. What do you guys think? And people were like, yes, yes. I'm like, okay, I did my research, right? So again, I started talking about Rails Lab before I even had a name for it, before I had a sales page. And that is why to this day, the Rails Lab is so successful. And I talk about it a lot. I talk about the wins, I talk about why I created, about what's going on. I. I go, I tease it, I go, hey, having my coaching call today. You should be here. Things like that. So when it comes to selling on Instagram, I know it might feel yucky to some of you, but like, we don't feel sold at and feel like it's slimy when we get an email from Old Navy. We don't feel like it's yucky and slimy when we see a billboard. You're allowed to talk about what you do now. That's why I always talk about my Instagram stories. And my content aren't just selling all the time. It's a, it's a beautiful mix of behind the scenes education or what I like to say, helpful humor. And then I sprinkle in selling in my captions. That's why the Reels Lab captions I write are what they are. Because in the caption I sell. And that's what I talked about at social media marketing world, is how every piece of content, whether it's funny, empathetic, whatever it is, a tip I sell in the caption because you can sell with funny content. You can actually, you can sell a lot with funny content. You can sell with your founder story. You can sell with anything because it's storytelling and making people feel okay. So with that said, let me give you a reel if you're struggling to sell today. And again, remember, not everyone's ready to buy today. So if you don't make a sale today, do not feel like you suck. You don't suck. You just have to show up more often. And again, that doesn't mean posting daily. It could be stories, it could be emails, right? All right, so I'm scrolling Instagram literally today, this morning, and I come across this reel and I go, oh, my God. So this is your assignment this week. Okay? And again, if you ever struggle with messaging and all this, if you're like, shannon, it's just not working. That's what the reals lab is for. So get on in there. But these are always fun to test, and that's why I love sharing them on the podcast, because trying, testing, and tweaking is my motto. And having fun. So it's this girl, right? And it's just B roll, simple B roll, five second reel, trending audio. And it says, and in the beginning, you see her drawing and you're like, it's curiosity. What is she drawing? It's great visual hook. And then she lifts it up and reveals it. That's it. Her text, though, on screen, ready for it. Pov. You invented a job for yourself and now you draw people's first date spots for a living. 29,000 likes. 2,500 shares. You know what I did immediately went right to her bio because my husband and I's anniversary is coming up. So here you go. Timing is everything. It's coming up. And I was like, that would be a perfect gift for my husband for our anniversary. Now, unfortunately, once I got to her bio, it wouldn't be ready in time for our anniversary. So timing sucks on my part, but I'm definitely going to think of a way that I can work with her because first of all, her drawing is beautiful. And what a beautiful gift to give someone is a little drawing of the first place you met. So. But she does other sorts of art too. So now I'm binging her website, looking at all her things, and I cannot wait to purchase from her in the future. Her hook is simple. This is the formula for a reel that will sell. Do you notice the artist storytelling? Let's see. It's like what? It's like a ten word on screen text. It already told her story, which is she invented her own job, which means it came from a place of passion and heart and she kept it really short and concise. She didn't say, I create art. No, she said, and now you draw people's first date spots for living. Is that the only thing she does? No, but she knew that would grab people's attention. And that was very specific. She's like, hey, you want to wow your spouse, your future husband, your. You want to make your wife feel good. You want to. Your best friend. You can make it for your best friend too. But again, it's first date spots. But this is what gets them in. They get in because they're like, oh, my God, that's so cool. And then you look at her website and you see she also commissions other things. So with that said, that is your reel today. What can you create a video of that? Demos what you do. It showcases what you do, whether you're a photographer. It's video of you taking photos. It's you working on a content calendar because you're a social media manager, you're a baker, you showing you baking. What is it that you can demo? And it makes you want to root them on? We want to root you on. We love hearing, oh, my gosh, you did it. You invented your own business based on what you want to do and just did it. Heck, yeah. So do not steal her idea. Obviously, you're. But I want you to say, you pov, you always had a love for blah, blah, blah, and now you make whatever, you know, do this for a living again. It doesn't have to be this exact prompt. I would definitely shout her out in the caption if you do create this reel, but it could be anything. Pov, you used to be miserable in a ball in a cubicle, and now you blah, blah, blah for a living. First of all, it tells us exactly what you do. And if we need that thing that you do, we're interested. But it also tells a little bit of your story and you shows your heart. It's storytelling. This is storytelling. I know everyone thinks storytelling is just like you have to write a chapter book. No, that's storytelling. That made me click the link in her bio. That made me fall in love not just with what she sells and does, but with her and seeing how happy she looks doing it. So there you go, guys. Simplicity. We're still following humans. You don't have to do anything crazy to get a viral reel and create sales. And just know that if you're not selling yet, it might take a little bit, but you will get there. I love you, friend.