Jenna Warner (0:00)

Welcome to Shiny New Clients, the marketing podcast that helps you attract shiny new clients to your business. We'll talk about social media, what makes people buy, how to go viral, and marketing psychology all in 20 minutes or less. Whether you're a coach, a stylist, or a wedding planner, if you've got a service based business to sell, this is the show you need to fill your calendar. I'm Jenna Warner, your new marketing coach, and this is Shiny New Clients. What do you post when you don't know what to post? When you feel like your life is too boring or your business is too boring or too formal, then what the heck are you supposed to do on the Instagram? Listen, even if you don't feel like you have a boring job or boring life, I know that we always all have those moments where we're like, what is even interesting around me? You know, one of my first clients was a gynecologist. He was a gynecologist selling vaginal revitalization. That is the same thing as the more common term, which is vaginal rejuvenation. But when vaginal rejuvenation became. I'm so sorry, you weren't expecting this kind of language. Turn down the volume. Hello, children in the backseat. You're learning about the female body today. So it used to be called rejuvenation, but then that came under severe scrutiny because people were performing these procedures and things to, like, rejuvenate, and they didn't have proper clinical training and they weren't proper lasers. So then it got like a rebrand into revitalization. You know what? We don't, we don't need to go into great detail on this. The point is, what would you do as the social media manager for that? What would you do? What would you post about? No one is allowed to complain and say that they have nothing to post about or that there's nothing appropriate in their business to post about. When I ran that account for four years, years, trying to just figure out what to say, trying to make revitalization cool and interesting on the Internet. Okay, so what do we do? What? Like, what's the actual answer? I'm going to give you some high level answers and then some very specific takeaway. Go try this kind of answers. All right, so high level, we need to redefine what we call entertainment. All right? I like to use the example of podcasts are entertainment, the nightly news is entertainment. Sudoku is entertainment. There's all sorts of things that entertain us that aren't just what you see me do on the Instagram, which is like, like jump around and be goofy. Okay? Memes that are making people laugh, like, that's entertainment too. But when I say entertainment, I'm not saying you need to do those silly things. You have options. You can be sudoku. Next up, we need to remember why we're on this platform in the first place, right? Why are we posting? What is the point? And part of the point, the part that probably comes top of mind to you, is to get leads and sell. But if every time you turn up online, all you're doing is sell, sell, selling, nobody's going to follow that account. So we come back to we're here to entertain. We're here to build community. We're here to give people a taste of what it's like to work with us through the lens of entertaining them through short form content. All right? That's why you're on here. And those things lead to the sales, but you can't have one without the other. When I was first starting social media, we used to. If you can hear like birds and frogs and stuff outside, I don't know if the mic is picking those up, but I live in the woods and it's springtime and that's what we're getting. So when I was starting as a social media manager, people would always say something to me that was like major red flags. They would say, I keep trying to convince my boss to hire you to convince my boss we need social media. And that would be such red flags for me because I would get so frustrated if I was put in an environment where I had to, like, argue the merit of social media and of having a presence. And now nobody's arguing. I don't think we could find a business owner out there that doesn't know how valuable social media is. But back then, it was really hard to express to someone who is so ROI focused or who built a business, you know, in the 90s or early 2000s, before all this happened, why we're now entertaining an audience instead of just running ads and sell, sell, selling all the time. This is the new content marketing. What started as blogs and what else would be content marketing back in the day, magazine placements and writing articles in magazines and that sort of thing. Those are some examples of what content marketing was. And then content marketing is now you showing up on social media, doing a lip sync and writing a sentence on the screen that resonates with your ideal client, makes them go, oh, my goodness, they really get me. They really understand me. So that Tomorrow, when you post sales content, they are ready to buy and they already trust you and believe that you're going to get them the result that they're looking for. That's how this works. So let's put it into action. What can you post if everything that you have to say seems kind of boring? Well, I was just doing a VIP day today. I'm testing the VIP thing and selling myself as like get me, you get my brain for a day, like a full focused day. So I did that for the first time today in beta. Very exciting. And the gal that I was with, she is about to move to Mexico. And so we were talking about what her B roll could be. That brings a lot of playfulness to her content as an email marketer. And the ideas we came up with are building elaborate sandcastles as B roll, going for daily swimsuit as B roll and going on Amazon and buying a whole bunch of different funky floaties, like, you know, a big inflatable unicorn, stuff like that. And floating on those as her B roll, meaning the visuals behind her text. Because she's the face of her business, she can now take all of that B roll actually probably in a day, just like shoot it all at once and then put text on the screen that talks about what ever and it works. And you might be thinking, how does that work? Doesn't the video need to relate to what you're talking about? No, it doesn't. Not anymore. That's not how it works. She could literally put on the screen a tip on how to know if your email open rates are industry average and it's her on a floating freaking inflatable chihuahua underneath it add music and that works. And that's going to grab attention and that's going to showcase her silly personality. And that's how you take a relatively mundane topic and turn it into entertaining content just by using the backdrop of B roll. Now yours don't even need to be that wild. Maybe you here, I've done this one before. Maybe you are peeling an orange. When I was staying in California earlier this year, there was an orange tree in the backyard and it was so pretty. So I would sit there and peel an orange and I used that B roll like a ton. I used that orange tree in so much content because it's just eye catching and interesting and it has such a cool energy. You could talk about revitalization in front of a mural, a bouquet of flowers, doing an outfit, quick change, you know, anything like this, the backdrop can be fun. While the information on Screen is what you might have considered boring. That's one option. Next option, Storytelling. Tell stories. If you can come home from a day at work and sit down at a table with your friends and you have something to say about what happened to entertain your friends and tell them a story about something that was. That was uncomfortable or that was a learning experience or that was really strange or that was unexpected or that was just generally interesting. If you had something like that happen in the day, that becomes your content. And if it's interesting to you, you're going to light up when you tell it. If you've ever not liked yourself on camera, chances are you were talking about something that didn't really light you up. We see this in magic marketing machine group calls all the time. Someone will be talking about, you know, not knowing what to say in their video, and then I get them talking about something that interests them. And you watch the whole room on zoom, all the tiny faces lighting up their little boxes on the screen. And everyone's suddenly listening, and everyone's eyes are wide because the person who has the floor is interested and passionate about what they're saying. And that passion reads through views, views, views, views, views. That's how you get the views. Now I just like. As I talk on these podcasts, I hear your arguments. Okay, what could somebody say to argue this point? Or say, no, Jenna, that still won't work for me. And that's usually how I decide what to say next is speaking to that person who I feel like won't believe me. So. So you, you there. Who thinks you still don't have stories. Let me tell you something. I found a new greenhouse out near where I live, which is, again, the woods. There's not a lot going on. I saw a sign on the street that said greenhouse, and that was it, like, with spray paint. And I was like, okay, let's try it out. So I followed the sign and I found this mom and pop greenhouse that somebody has basically in their backyard. And I loved it. And I came home and I told my husband that. I was like, I. It was such a cool energy. It was cool, Vi. And I loved it there. And the husband came up to me and he was like, is there anything that I can help you with? And I was like, yeah, my mom used to call these little plants chicks and hens. And he went, come with me. And then turned around and, like, speed walked off. And I chased him across the yard, and he brought me over to a flower bed that was on his property. Like, it wasn't part of the store. And he brings me over to it and he points down and he gestures, like, proudly, and here are these chicks and hens. And I was like, yes, that's them. That's exactly what I was talking about. And he went, we don't sell these, but I can tell you where you can find them in a ditch. And then he brought up his phone and showed me the GPS coordinates for where you could find these plants disposed of and growing wild in a ditch near us off the highway. And my husband said, why does stuff like this always happen to you? How come every time you come home you have a story, dude, stuff is happening like this to you, too? If you talk to strangers at all, or if it's not just talk to strangers, like, slightly more, but it's because I'm looking for a story and because I love telling stories. So anything that happened to me, which someone else could have positioned as, yeah, the staff was really helpful at this greenhouse I went to, that was totally normal and everything was normal, and it was just a normal plant shopping experience like you. Anybody could have told a story like that too. But I like to tell a story, and I like to follow strange men into their yards. And I think we can all find stories if we're looking for them. Next up, behind the scenes. Just show us. Just trust me. Just trust me and show us behind the scenes. All right, who was it? Did I tell you this? Did I tell you this? Last week. So my friend, her husband works in the news, like a, like, major news organization. And we were talking about how we could, like, it would be cool to like, make a show that's behind the scenes on, like, the 6 o' clock news. And he was like, who would watch that? Excuse me, what do you mean? Firstly, there's literally been shows about that. There's been many and people love them. Secondly, think about how different your life is than someone who works in an office doing nine to five, like, you know, in a sterile office environment every day. Like, there's so much. They get so cool. But he's. He's worked in news for decades. It's so normal to him. He doesn't see how fascinating and interesting that is. And if you're. I swear, stop. Why? Why keep fighting with me? Your life is that interesting, too. Listen, even if you're just like, I live in a suburb and I have a cat and I have kids, and that's what I do all day. I don't. I don't. Anything you do would be interesting to me. Do you know how many TikTok videos I've watched of moms making lunches for their kids? That's. That's not something that I ever see. I. I don't pack myself a lunch. I don't pack kids a lunch. So even just that is very different than my life. And therefore it will be interesting for me to watch your content. Backdrops, storytelling, bts, that's film and television lingo for behind the scenes. Backdrops, storytelling, behind the scenes. That's how you make your uninteresting life or job or business interesting and eye catching. I love you so much. I'll see you in the next one.