The Copywriter Club Podcast #438: A Minimal Approach to Social Media with Esai Arasi

Release Date: March 11, 2025
Host: Rob Marsh
Guest: Esai Arasi
Podcast Description: Ideas and habits worth stealing from top copywriters.

1. Introduction and Guest Background

[03:30]
Rob Marsh welcomes Esai Arasi back to the podcast, acknowledging their previous conversation in 2020. Esai shares her journey since then, highlighting significant growth in her business and the development of new systems and strategies.

Esai Arasi:
"I'm really excited today to share the systems I've built, the marketing strategies that I've tried, what's working for me, what's working for my clients, what's working in social and in marketing right now."
[03:48]

2. Shifting Approach to Social Media

Esai discusses the traditional approach to social media for copywriters—posting frequently with engaging content to garner likes and comments. She explains how this method often leads to burnout without substantial leads or client acquisition.

[00:52]
Esai Arasi:
"The old approach to social media was to post content that's kind of hard to keep up with. Things like photos and videos, with clever captions that invite comments and likes, and posting it over and over."
[01:05]

Rob adds that many copywriters invest significant time into social media with minimal returns, emphasizing that while social media is excellent for fostering connections, it isn't as effective for organic selling.

Rob Marsh:
"Most content writers or copywriters posting on Instagram or X, Twitter, or LinkedIn are spending a lot of time for very little payoff."
[02:07]

3. Esai's Framework for Effective Social Media Use

Esai introduces a strategic framework focusing on traffic, nurture, and conversion, advocating for a minimalist approach to social media.

Esai Arasi:
"Social media is one piece of an entire strategy. ... We need to first foundationally understand that what we need is not content. What we need is relationships."
[05:33]

Key Components of the Framework:

• Traffic: Identifying and targeting platforms where ideal clients congregate, such as masterminds or strategic referral partners.

• Nurture: Building and maintaining relationships through consistent, quality interactions rather than frequent posts.

• Conversion: Implementing robust systems like organized sales processes, proposals, and follow-ups to effectively convert leads into clients.

4. Content Strategies: Three Essential Post Types

Esai outlines three types of content that copywriters should focus on to build relationships and attract clients effectively.

[16:50]
Esai Arasi:
"There are three types of content that you need to post. Number one, it tells a piece of content that tells your origin story... Number two, it shares your expertise in terms of specifically the problem your clients are facing... Number three, it's your sales content that shows the transformation clients can expect."
[17:00]

Detailed Breakdown:

1. Origin Story Post:

   • Focuses on how Esai became equipped to solve clients' problems, not just personal achievements.
   • Esai Arasi:
     "Clients need to see how did you become the person who can solve my problem."
     [18:26]

2. Problem-Solving Expertise Post:

   • Addresses the clients' problems in their own language, demonstrating understanding and providing solutions.
   • Esai Arasi:
     "Clients need to read your website and feel like, yeah, this is the solution I've been looking for all my life."
     [23:08]

3. Sales Transformation Post:

   • Illustrates the positive future clients can expect by working with Esai, making the service irresistible.
   • Esai Arasi:
     "Your sales post shouldn't just be like, hey, this is what my package is. It should feel more like they're trying on your service."
     [26:48]

5. Generating and Nurturing Traffic

Esai emphasizes that social media should not be the primary source of traffic but rather a tool for nurturing relationships once traffic is generated through other channels.

[28:41]
Esai Arasi:
"Social media is not your traffic platform. You need to look at where are people already going to solve the problem that my service solves for them."
[28:50]

Strategies Include:

• Identifying Ideal Platforms:
  Find where your target clients already spend time, such as specific online communities, masterminds, or industry events.

• Building Referral Networks:
  Cultivate relationships with referral partners who can consistently send qualified leads.

Example:
Esai shares how she partnered with professionals like Rai Schwartz and Brenna McGowan, who referred clients to her, eliminating the need for constant social media posting.

[35:04]

6. Effective Nurture Strategies

Once traffic channels are established, nurturing these leads through consistent, meaningful interactions is crucial.

[38:46]
Esai Arasi:
"For nurture, it's about continuously showing up. People need to know who you are and what you do, and that'll be enough to get you those leads."
[38:56]

Key Points:

• Consistent Visibility:
  Regularly share valuable content that resonates with your audience's needs and challenges.

• Relationship Maintenance:
  Engage with clients and partners personally, ensuring ongoing communication and trust.

Esai Arasi:
"If you post the right type of content, you can continue to be friendly and be like a human being in your DMs while your content will tell them, hey, this is what I do."
[53:29]

7. Conversion Mechanisms: Turning Relationships into Clients

Esai discusses the importance of having structured conversion systems to effectively turn nurtured relationships into paying clients.

[40:28]
Esai Arasi:
"Your conversion mechanism has to match what it feels like for the clients to work with you. The higher and the more you charge, your conversion mechanism has to be more reliant on your skills, your credibility, and your past results."
[40:28]

Components of Effective Conversion:

• Structured Sales Processes:
  Implementing proposals, follow-up sequences, and onboarding forms to ensure a smooth client acquisition process.

• Case Studies and Testimonials:
  Showcasing past successes to build credibility and demonstrate expertise.

• Tailored Conversion Content:
  Creating content that speaks directly to the ideal client's needs and showcases tailored solutions.

Esai Arasi:
"Your conversion mechanism needs to show a potential client that you understand their problem and have a unique way of solving it that aligns with their needs."
[45:36]

8. The Role of Mentors and Continuous Learning

Esai highlights the significance of investing in courses and mentors to refine skills and grow the business effectively.

[54:00]
Esai Arasi:
"Invest in courses that build your skill. You need to be first good at what you are doing. ... The second place I highly recommend investing in mentors."
[54:00]

Insights:

• Skill Development:
  Enhancing expertise through targeted courses ensures high-quality service delivery.

• Mentorship:
  Personalized guidance from experienced mentors accelerates business growth and strategy refinement.

Esai Arasi:
"Courses can give you a framework. Do this, which are great for learning skills, but when you want to learn business, you don't want a course saying, do this. You want a mentor who can listen to you and say, okay, here’s what you are."
[59:22]

9. Adapting to Evolving Social Media Platforms

Esai discusses the changes in social media dynamics and how copywriters can adapt to maintain effective engagement without becoming dependent on platform algorithms.

[46:25]
Esai Arasi:
"Social media platforms are evolving. Now case studies should live as carousels on social platforms because users prefer native content. Funnels decay, but relationships don’t."
[46:25]

Strategies Include:

• Native Content Creation:
  Designing content that is optimized for specific platforms to ensure better visibility and engagement.

• Sustainable Practices:
  Focusing on methods that align with personal strengths and preferences to prevent burnout.

Esai Arasi:
"Find a way that's sustainable for you or you will burn out, you will stop and you won't do it again."
[40:20]

10. Final Thoughts and Actionable Steps

Rob and Esai conclude by reiterating the importance of problem-solving over mere content creation and encouraging listeners to adopt a strategic approach to social media.

Rob Marsh:
"Your number one role as a copywriter or a content writer isn't actually writing, it's problem-solving."
[62:42]

Actionable Steps for Listeners:

1. Audit Your Social Media Strategy:
   Use Esai's quiz to identify your current stage and receive personalized advice.

2. Implement the Three Post Types:
   Focus on origin stories, problem-solving expertise, and sales transformation posts.

3. Invest in Skills and Mentorship:
   Continuously refine your expertise and seek guidance from experienced mentors.

4. Build and Nurture Relationships:
   Prioritize relationship-building over frequent posting to generate sustainable leads.

Esai Arasi:
"Send me a DM called 'Audit' on Instagram @SocialCatalyst to take my quiz and find your easy win."
[60:10]

Notable Quotes

• Esai Arasi:
  "Social media is not your traffic platform. You need to look at where are people already going to solve the problem that my service solves for them."
  [28:41]

• Esai Arasi:
  "If you post the right type of content, you can continue to be friendly and be like a human being in your DMs while your content will tell them, hey, this is what I do."
  [53:29]

• Esai Arasi:
  "Your conversion mechanism needs to show a potential client that you understand their problem and have a unique way of solving it that aligns with their needs."
  [45:36]

Conclusion

Esai Arasi provides a refreshing perspective on leveraging social media for copywriters by emphasizing relationship-building over relentless content creation. Her framework—focusing on traffic, nurture, and conversion—offers a sustainable and effective approach to attracting high-quality clients without the burnout associated with traditional social media strategies. By investing in skills, building meaningful relationships, and implementing structured conversion systems, copywriters can achieve significant business growth and establish a strong foothold in their respective niches.

For more resources and to take Esai's quiz, visit thecopywriterclub.com TCU and follow Esai Arasi on Instagram @SocialCatalyst.