A (0:05)

Hey there. I know if you're like a lot of my listeners, you're listening here week after week, maybe binging my podcast and trying to take all the notes and really implement it into your business. But here's the thing. There's something between knowing what to do and actually doing and following through and trying to piece everything together on your own. Well, you don't have to do that. I don't want you struggling any more than you have to be. Which is why I want you to check out the Hub. The Hub is the ultimate place for you to learn the foundational habits and skills such as connecting, building relationships, writing content, and how to sell without feeling icky in the online space. It is the ultimate place for you to learn the sustainable habits and business skills in the social selling space. The other offer you need to look at is if you are ready to expand into your cold market, grow your audience, learn the skills of lead generation talking to a target market, and learn sustainable business strategies that really are evergreen. No matter what business model you're in, you're going to want to check out the Social Selling Academy. The links are in the show notes. Of course we have all kinds of testimonials because I've helped thousands of students just like you, so be sure to check that out. Now back to the show.

B (1:19)

I see you with brand new eyes. No, I've never been so sure. Take my head, let's run into the unknown. This is the beginning.

A (1:36)

You're listening to the Kristin Boss Podcast. I'm your host, Kristen Boss. As a best selling author and performance coach, I'm on a mission to share about sustainable and purposeful approaches to both business and life. Each week I bring relevant topics that I believe are necessary to create a life of purpose, significance and meaning. Entrepreneurship is about so much more than.

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Growing your bottom line.

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It's about who you are becoming in the process and building a life that is truly extraordinary. Entrepreneurship is really just the beginning.

C (2:13)

Hey bosses, welcome to another episode of the podcast. I am personally loving talking about the series about the different types of paycheck plateaus that happen in your network marketing and social selling business. I'm even going to say this, this isn't exclusive to network marketing. This applies also with affiliate with selling coaching offers. Pretty much if you have presence in the online space, these are the phases that you inevitably go through. So all that to say we're going to talk about paycheck plateau number one or number two? We did number one last week and that was mostly what happens when you have Already talked to your inner circle, your close friends, your close family, the network of people that already like you, know you and trust you. It's when we have to change our marketing and change our messaging and change our approach because we're no longer talking to our inner circle. And so that's where I see, know social sellers get in their head. Because then suddenly they're like, well, I'm going to be spammy. I like, they freeze. They're like, I don't know how to show up in the online space. What do you mean? It has to be different. So I cover that with paycheck plateau number one. So paycheck plateau number two, is this okay? So you are in your business, you have figured out how to talk to people that aren't your immediate friends and family, but they're still in your warm network. They still have context. I'm talking about like, let's say you have 500 friends on. This is about reaching people that maybe you don't talk to on a daily basis. You don't see. Maybe you went to high school with them, maybe you know them from a specific club. But this is like your broader warm market people just outside of your inner circle. So this is where I see social sellers. They get pretty good at, you know, you know, messaging and being consistent within their warm market. And you know, they've got their online events, their customer base, things are going okay until things start to stall. And this isn't like, this is not an if, this is a. This is a when. And it happens at different times depending on the individual. So eventually you'll get to a place where your broader warm market, you've realized that you have fully tapped your audience. You'll know this when your sales start to slow down or decline. Your engagement with your warm market or with your broader market, like on Facebook, it's not getting the same. It's like become a very slow trickle. Maybe you have asked the same people to host. They're like, no, I've already hosted for you. I've already referred people to you. And this is where I see people get stuck for years in their social selling business. And I would say it's no different. I'm going to even tie this to in person. If you're like, kristen, I'm not big on social media. I love doing in person person. That's fine. Imagine what happens if you are only socializing at your CrossFit group and your book club. Those are two networking groups. And so eventually, with time, all those people are going to Follow you on Facebook, be friends with you. They're going to know that you sell, you know, books or supplements or gym wear, whatever it is. They're going to figure that out. But eventually you're going to realize, okay, they all know it's kind of slowed down. Nobody's buying. So this is when you ask yourself, or when you realize, I need to get in front of more people, but who do I get in front of? Your immediate proximity of people that you are friends with, you on Facebook, you in your social circles. This is when every person in business realizes the only way for me to grow is I have to get in front of more people. This is when I see people freeze up for years because they don't know how to get in front of more people. They're like, well, where do I go? How do I do this? And this is where I see people stumble into Instagram because they're like, well, I know that there's infinite leads on Instagram. You can find people. I see people in my upline or in my company or other coaches or affiliate people that grow these big audiences and they make a lot of money. So that must be where I have to go. And so then I see people start an Instagram account and I see this very common mistake. I see people start an Instagram account and they just post the same way as they would on Facebook, over on Instagram, and then they'll even turn on the feature. Do you want your posts on Instagram to share directly to Facebook? I might have a different take than everybody else on this. I'm fine with you sharing your stories. Your posts will not land the same on Facebook. Instagram is a completely different market. People have asked me, they're like, kristen, you know, do you teach, like, your seven day challenge, is it for Facebook or for Instagram? I was like, listen, the seven day challenge is for Facebook with people who already have a context about you. It's with an existing network that you have. Instagram is considered a cold market. I mean, you can match your Facebook friends over to Instagram, but your Facebook friends already see your stuff. So Instagram is a completely different strategy. This is about getting in front of more people. But now you have to ask yourself, this is where people's brains start to melt. They're like, well, who do I get in front of? How do I get in front of? This is where we have to start asking higher quality questions when it comes to our cold market, because cold market is a completely different strategy. And I will tell you, this is the Second market transition. So the first market transition is going from your immediate friends and family, just beyond that into your warm market and then your warm market kind of into your broader market. And then the biggest, the next biggest transition is a market transition into your cold market. And the longer, and I will tell you this, it takes longer to warm up a cold market because they have no context about you. They, they're not in, they're not in your CrossFit gym with you, they're not in your book club with you. So there's zero trust and zero likability to start with. It's cold. So that means it's a longer on ramp and a longer customer journey to get them to like, you know you, trust you and buy from you. This is why I see people stuck in a paycheck, dip or stall for years. Because what they do is they keep waiting for their existing market to wake up and buy from them or for things to change or they kind of dabble in the cold market. And they do what I just mentioned. They, they start their Instagram, they're like, okay, I'm just going to start posting to Instagram and have it shared to Facebook. But then, like, it's not getting any traction. No one's liking it. They're, well, I'm sharing things. I, you know, and maybe, maybe you watch an Instagram training, but it's still not landing. Okay. This is because you actually have to find a target audience. You have to find people you build trust with faster than others. Let me give you an example. I, obviously I'm going to build trust with social sellers because that's, that's who I, you know, that's who I coach, that's who I teach. So I work on creating content for social sellers for a specific audience. Let me take it out of context, out of me, and let's just say, yeah, I have a hobby account. I have my, my fitness account where I share my health journey and all the content I create. There is for somebody who's like me, who is actively working on their fitness journey, wants to learn the basic foundations of losing fat, staying consistent, getting rid of the diet mentality. So I create content for a specific group of people that identify with my pain, my struggles, and the solution I'm going for, all content is geared in that way. So when you think about, okay, where do I earn trust? That's because that's what I'm experiencing right now. If I was to, for example, I am not, I'm going to use one of my students examples I don't garden at all. So I'm not going to try and create content, gardening content, because I have no authority, no experience. I'm not going to. I'm not going to relate with those people. You have to figure out, who do I relate with? What could I talk about? And this is when we bring in your niche, understanding your target market, and what content you're going to be creating to attract random strangers to you. I want you to think about this. When you think about who you follow on Instagram, I want you to do this exercise because I find this to be very helpful. Go through the accounts that you follow and ask yourself, why do I follow this account? Not the ones where you're like, well, because I'm hoping that they'll become a customer and join me. Like, I want you to think of the big accounts that you follow and ask yourself, why do I follow this account? And it's likely because they help you in some specific area of your life where you either are solving a problem problem or you have interest in it. So for me, my grid is filled with like, if on my hobby account, my Explore page is a bunch of people who are teaching, you know, sharing macronutrients, sharing meal plans, meal prepping, gym routines, inspiration, because that's what I'm interested in. So every person I follow, it's because they specifically help me in my fitness journey. So ask. So you have to ask yourself with. With a cold market, you have to give people a reason to follow you. Now, there's this interesting thing. I was just talking to my marketing team, and I want to explain to you what's happened in the online space since, like 2018, 2019. And this is kind of what, you know, kind of put me on the map with network marketers is because we are reaching marketplace maturity. And you might be like, what does that mean? Okay, so there's something called organic content, and these are your social media content that you do not put money behind. It's not paid ads. It's free for you. So there's paid traffic. So you pay to get in front of new people one of two ways with your time, by creating content to get people to follow you, or with your money, by creating content and putting money behind it and having meta run your ads to certain targeted audiences. Now, meta has become incredibly expensive for businesses, and even large businesses are pivoting to the how they can better leverage organic content because it's cheaper. However, with organic content, you're paying with your time. Okay? That's what you have to time and how you're creating content. Okay? So back in the day, there were certain concepts that you had to apply for paid traffic. So with Meta, when you run ads, meta asks you all about the people that you want to put your content in front of. So it's like, okay, what are their interests? What are their age demographic, what are they like, what are, you know, what are, what problem are they trying to solve? So you're building what we call an ideal customer avatar. You're building this, you know, imaginary person and you're telling meta, meta, I want you to put my content in front of somebody who's in between the age of 35 to 45, you know, dealing with their fitness. They've been, and this is how specific they can get. They've engaged with those zempic content they have. They engage with keto, they engage with whole 30. They engage with this platform. They engage with this platform. So this is telling you about the type of person that I want meta to put my content in front of. Okay? And so with that, when it came to the content we had to create, we had to think about who we were creating the content for, the exact problem that we were solving. And there were specific content frameworks that you had to do with paid traffic. And that was like, you had to have a compelling hook. You had to have, you had to talk about the pain and the problem and the solution, and you had to agitate the pain, and then you had to make a call to action. That used to only be applied to paid traffic. Now in 2019, 2020 is when I took those concepts and I was like, I'm going to teach social sellers how to take the concepts behind paid traffic and put it in their organic traffic to help get better performance with their, with their posts. And that's what happens. And this is why I teach in my programs. So we now, this is where it's market maturity. We're now in order to stand out in the marketplace. It's no longer just like if you were to scroll back to someone's content in 2019, it would be so different from content now. Because content now you have to think about, I have to stop somebody's scroll, I have to have a compelling hook and a compelling reason for them to keep reading instead of scrolling by. So now we have to apply paid, paid traffic principles to our organic content with the cold market, do you understand? Because there's such a saturation of content that the average user comes across, which is why you cannot post content. The same type of content that you were posting over on Facebook. People engage on Facebook completely differently than they do on Instagram. On Instagram, people engage with that platform as if it's paid traffic, which is why it's com. It has complete cold market strategies, which is where you actually have to learn completely different skills such as lead generation. You might be like Kristin, what is lead generation? Your ability to attract people to your platform. Who is a qualified lead? Somebody who would be interested in your product or your business and turn them into a. A qualified candidate who will become a future customer or buyer or business partner. So it's being able to take random people out there and turn them into leads that you can speak to. Now what does a lead look like? A lead is somebody who finds you, becomes a follower, engages with your content and eventually ends up on your email list. Why is an email list important? I've talked about this several times, but it's because you don't own your followers on meta. Meta owns your followers. So if anything were to happen, you could have your account shut down overnight and boom, that's it. And if you don't have an email list in a way to still speak to people, you're screwed. And so this is why an email list is a, is an absolute, must have insurance policy and business asset for you. Especially once you have been in social selling for a while and you've had, you know, you've got your little customer base, but you know that you want to actually like pay some bills, pay your mortgage and do bigger things with this business. Now we have to start thinking about lead generation. Your ability to find brand new people who don't know you, like you or trust you, turn them into a follower and turn them into a qualified lead who's inevitably going to buy from you. Okay. And then from there you not only have to learn lead generation, you actually have to understand a cold market customer journey. Because with your warm market, remember, people already came to you because they kind of like you. They kind of know you, they know a little bit more about you. They, your, your warm market will respond to pictures of your morning coffee, to your family vacation, your family outings, pictures of your dog because they like you as a person. Your cold market could care less. Your cold market is always asking what's in it for me when it comes to consuming your content. If you can't answer that question in one post, they're not following you. So this is why we actually have to uplevel our messaging when we move into the market transition of the cold Market. Now, this cold market transition, it takes time, it takes patience, it takes effort. This is where I teach, you know, real strategies. You learn lead generation, email marketing, how to actually the cold market customer journey, how to actually bring them to you, attract them and then nurture them and then sell to them. There's a very specific way to do this that is not the same as your warm market. Takes a lot more strategy and a lot more thought. And you, sorry, guys, this is like cold market. You actually move from being just a social seller to now becoming a content creator. You have to embody that whether you are an affiliate. I don't care if you're just commissions. You now have to become a content creator. If you want to actually bust through paycheck plateau number two, you have to move from just being the girl who sells some oils on your Facebook to becoming a content creator that people like to follow and trust so that when you talk about your oils, they will buy from you. Are you following? Okay, so in order to bust through paycheck plateau number two is entering into your cold market. That's when people freak out. That's when people either, they either get the wrong advice and they're just taught like, okay, just go message random people, take this, take this, you know, script, send it to people, ask them if they're interested in watching your three minute video. Sorry, it doesn't work with your cold market. So there's a way to ask. Actually engage your cold market to get them to look at your content, follow your content, engage with your content, and buy from you through your content. When you understand how to do lead generation from your cold market, you become unstoppable in the online space. I don't care if network marketing was to go away tomorrow. If you know how to grow an audience, have a brand, generate leads and sell to those leads, you will never be hungry a day in your life. This is why the skills into cold market and lead generation are actually like business owner skills. This is when you decide that you're more than just like this little side gig, side hobby. You're like, all right, I'm ready to actually see substantial income from this business. And you absolutely can, but you have to actually embody a different identity. This is where you're like, all right, I'm gonna have to start like thinking about my content more strategically. I'm gonna be working on reels on more video, content on hooks, and thinking about my SEO, where you're like, what is SEO? That's search engine optimization. Thinking about keywords, just Like Google being like what are keywords that people would put into a search bar that would help them land on my content? This is how we have to think in our cold market. So this is why so we have. If you've been hearing like so you know my, in my last episode I talked about our seven day content to conversations challenge. Helping people just hey, let's get you started so you actually have success right from the get go. A litmus test with your audience. And then we have our hub which is how to actually monetize within your warm market. Understand? Because here's the thing guys, if you don't know how to convert leads with your warm market, you will never learn to convert leads with a cold market. You have to, you have to learn to crawl before you can walk. Okay, we have to walk before we can run. So I'm going to, I'm going to call it like seven day content to conversations is crawling, the hub is walking and our social selling academy, it is running. And that's where I, there's where we teach you how to actually do all of those things. I mentioned lead generation, how to actually target your market, understanding how to do your niche, email marketing, capturing your leads, nurture campaigns. All of those things that truly make you unstoppable and give you lifetime skills in the online space. And this is why I was telling my students the other day, I was doing them kind of like a, I called it an all family SSA meeting just in light of some changes that we've been seeing in the industry with you know, Rodan Fields, beauty counter and Saint. You know, I told all my students, I was like, I'm not losing sleep over any of you because if you know, the, the team building aspect of this business was to go away, which I don't think it's going to be because teams always move more volume than individuals. But I said if that was to happen, I'm not worried at all. I like there is nothing I would change to the academy. I might add two more videos and that's it. You could take this same, you could take this entire program and apply it to affiliate, to selling courses, to selling courses that you create, to selling, you know, to being an Amazon affiliate. I don't care what it is or being a coach, like, you're fine. I told them, I was like, you guys are fine. I'm not losing sleep for any of you. I do lose sleep for people that don't know how to do these things who are stuck in that paycheck plateau for Years. And so this is where I have to coach people and be like, you have to decide what you want because it is uncomfortable going into your cold market. You will have to learn brand new skills. It does feel clunky, it does feel frustrating. You do have to play the long game. It does take a while to build an audience and have a personal brand and those things. Like, it's, there's no shortcut here. But the long game has long term profitability because when you build a brand in the online space that has an audience of people who like you, know you and trust you, you can sell anything. You can sell absolutely anything. That's why we have, that's why you have those influencers with like 2 million followers. And they can sell, you know, patio furniture and household goods. They can sell whatever they want because their audience is like, I love all the content you create. And, and if you're good enough people, some people will just follow you specifically for shopping ideas. I like, I have some people I follow that do like Amazon outfit hauls or whatever, and I follow them specifically so I could shop on Amazon. Like, I even told one girl I sent her a message, was like, your account is terrible for my wallet because all I want to do is buy stuff. But that's. She does a good job. All right, so friends, the paycheck plateau number two is a market transition into your cold market. And so we have kind of made some changes to the social selling academy. It's not open all the time anymore, so there's now a waitlist to get in. We've made some changes. You're going to hear about it. It's a one year membership. It's no longer a lifetime program and we've made it more accessible than ever. And in the academy, we now have two ways for you to actually go through your paycheck plateau. One is your cold market expansion. That's the way to expand your cold market. That's one path. Two is through team building. If you are still with a company that does team building, that's, that's really it, guys. There's two levers to expanding your income as a social seller. Expand your market, expand your team, period. And I see people dragging their feet all day wondering why their paychecks aren't growing. I'm like, because you have to constantly expand your team, constantly expand your audience. All right, friends, if you found this valuable, go ahead and leave a review, send it to a few friends and be sure to get on the waitlist in our show notes. Um, if you're not ready to get into your cold market, social selling academy isn't for you. But if you are wanting to master your warm market and really maximize your earning potential on Facebook with people and we teach you all of those things and we also have a money back guarantee with our hub. You make your money back in your first 30 days. Your investment back $197. That's also only waitlist only. We open that a couple times or once a month. So you want to be on our waitlist. We only open it to limited spots. It will sell out. So if you want to be on the waitlist for that one, that's the place for you. If you got to go through paycheck plateau number one, the hubs for you. Paycheck plateau number two, it's the social academy. All right, friends, we will see you in next week's episode where we talk about paycheck plateau number three. We'll see you then.