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Unraveling Authentic Content Creation with Lindsey Smith
Simplification: The Anti Formula Formula
Lindsey Smith’s expertise lies in simplifying content creation, a method that resonates profoundly with Amy and her audience. The "anti formula formula" shifts the focus from complex, rigid strategies to adaptable, authentic approaches. Lindsey emphasizes that content doesn't need to be intricate or uniform to be effective. By focusing on a few well-defined offerings and consistently refining them, businesses can perfect their services and products, resulting in more effective marketing.
“Entrepreneurial success often stems from simplifying approaches, going back to basics, and refining them,” Lindsey notes. This method empowers business owners to maintain focus and achieve more amplified results by concentrating on core strategies rather than chasing multiple objectives simultaneously.
Effective Networking and Business Relationships
Amy and Lindsey's conversation underscores the value of networking and forming strategic business relationships through genuine interactions. Their relationship began with a simple direct message, leading to impactful collaborations. Lindsey offers "coffee chat connection calls" every Tuesday, providing an opportunity for others to explore her approach to content creation in an informal setting. These sessions facilitate valuable connections and insights, demonstrating that significant professional relationships can often stem from seemingly small beginnings.
Targeted Content for a Specific Audience
One of the primary takeaways from Lindsey’s insights is the importance of crafting content for a specific ideal client rather than the masses. By focusing on a narrowly defined target audience, businesses can create personalized, relevant content that resonates deeply, reducing overwhelm and fostering genuine engagement.
"Content should be created with your ideal client in mind—this reduces the pressure to please everyone and helps humanize your brand," Lindsey advises. Personalized storytelling and focusing on nurturing existing audiences leads to more substantial and meaningful engagement, contrasting with the superficial appeal of broad-reaching, instantaneously validated social media posts.
The Shift Toward Ethical Marketing
Lindsey and Amy discuss the prevailing issues within marketing, particularly income-based claims and the rise of “copy-paste” content. The deceptive nature of unverified income claims and testimonials has led to increased scrutiny by the Federal Trade Commission (FTC). In response, both emphasize the necessity for ethical marketing practices, asserting that genuine content holds more power in today’s market.
“There has been a notable shift towards more sustainable and genuine marketing approaches,” Lindsey observes. With more consumers turning away from inflated financial promises and synthetic content, businesses must adapt by prioritizing authenticity and transparency. Real qualifications derive from experience and client results rather than inflated educational credentials and unverified success stories.
Long-Form Content and Consistent Messaging
In a world where social media has led many businesses to prioritize follower counts, Lindsey champions the value of long-form content like blogs, podcasts, and YouTube videos. These mediums allow businesses to share in-depth insights, providing real value to a dedicated audience.
Lindsey’s advocacy for long-form content aligns with her belief in the necessity of a unique selling proposition (USP). By reiterating core messages from various perspectives, businesses can reinforce brand recognition and trust without constant reinvention. “Building a successful business involves disciplined work on fundamental tasks, not just chasing trendy methods,” Lindsey asserts.
Authentic Engagement and Market Responsiveness
Market responsiveness is crucial for sustained business success. Lindsey and Amy emphasize the importance of curiosity and adaptability, particularly when unexpected life events disrupt plans. Leveraging data analysis to refine marketing strategies is also essential, as it helps understand which messages resonate most with the audience.
“Entrepreneurs should focus on nurturing their existing audience with personalized content,” Lindsey advises. This approach underlines the importance of engagement metrics over follower counts. Authentic and spontaneous content often resonates more with audiences, fostering a sense of being seen and understood, ultimately leading to higher quality, not just quantity, in engagement.
Conclusion: Integrity and Authenticity at the Core
Both Lindsey and Amy conclude by highlighting the significance of integrity and authenticity in building a sustainable, successful business. As the market evolves, the ability to maintain genuine connections, simplify strategies, and ethically engage with audiences becomes ever more critical.
For entrepreneurs looking to navigate the complexities of content creation and marketing, Lindsey Smith’s insights offer a roadmap toward refining and amplifying business results through authentic, simplified, and genuinely engaging approaches. By focusing on these core principles, businesses can foster meaningful relationships and achieve long-term success.
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Transcript for Episode 372. Flashy Marketing Is Hurting Your Business
Amy [00:00:02]:
Can we talk about income based marketing? Because it is everywhere. And the sea of sameness, the things and the claims we are hearing are driving me nuts. Completely driving me nuts. And today on the podcast I am joined by Lindsey Smith, one of my business besties. She is a copywriter and content strategist for small business owners. And we have these discussions in the DMs all the time. And I just really appreciate how your, like, we get it, we're on the same level and we realize that, okay, in order to stand out, we can't be doing what everyone else is doing. And I think a lot of people are getting sick and tired of this.
Amy [00:00:41]:
I know that I am. How about you? What do you think?
Lindsey Smith [00:00:44]:
Yeah, yeah, same. And I know like, and I know you and I chit chat about this all the time. We get super fired up. And it was so interesting that you shared that FTC article. Can you, let's talk about that. So tell us what was in there and what's happening.
Amy [00:01:03]:
There's a lot of things like I'm based here in the United States, you're in Canada, so I'm not sure if there's like a similar regulating body there. I'm sure there's something, but here in the United States there's this governing body, the ftc, and they're really cracking down on these arduous claims that are out there, these income based marketing claims saying, okay, if you're sharing testimonials, if you're sharing out results, you need to back it up with receipts. Because if someone reports you and reports that you're doing deceptive marketing, deceptive tactics, sharing wins that aren't real or realistic, you can get in a boatload of trouble. And there's been several major cases with big companies. But just because you're a small business owner doesn't mean this doesn't apply to you because it's very easy to go on their website and report someone. So as a business owner, it's so important that we are staying ahead of these regulation changes because these changes just went into effect in August. So that's why I really firmly believe that as a business owner, one of the first people you need to hire out is a lawyer. Because it's always changing.
Amy [00:02:15]:
I'm not a lawyer. I can't keep up with it. That's why you need someone on your side that can and can help you decipher it. And that's what really what this article, it's over on LinkedIn really dove into is breaking it down. Into layman's terms as to what it means for us as entrepreneurs in the online space. Because there is a lot of deceptive marketing going on that really gives the industry then a bad name. How about in Canada? What are you seeing?
Lindsey Smith [00:02:48]:
Sorry, yeah, we have something like that. I forget what it's called. But yeah, there is something that it's, it's like, yeah, I don't know what it's called. So. And here's something that I think, right, this income based marketing thing, like if you look back like two years, maybe even three years, like a lot of people were using this because it was working. And I think it attracts a certain kind of person and it, and I have been sucked into it as well. Like, oh my God, obviously if this person's making this much money, they really know what they're talking about. And so I think it attracts a certain kind of person.
Lindsey Smith [00:03:31]:
And the other thing is the people who have been, were using it two, three years ago, it's kind of like, well, now what? Because they've been doing this this whole time. And now it's kind of like, well, you, what else are you going to talk about? Because that's all you've been talking about for two, three years. Right? So it's kind of. And here's the other thing too. I didn't even realize this. I learned this on threads. One, you can completely fib about how much you're making. There's like all kinds of like random websites that will mimic like your stripe account or whatever, that you can just make up whatever you want.
Lindsey Smith [00:04:11]:
And I think especially in the time of mmr, right, where it's like this weird, this weird industry that's like on one hand you see somebody being like, oh my God, I'm not making any money. This sucks. And then their next post is like, wow, 20 grand in 20 minutes. And you're like, what? Okay, that's sketchy. So, and I, and, and I talk about this a lot too with my clients. Like the way people are scrolling. If you're like, whatever it is in your, your email inbox, in your, your social content, whatever it is. Like the way people are scrolling, like, and whoever's listening, like, I want you to think about the way you're scrolling and what like pops out at you.
Lindsey Smith [00:05:00]:
What pops out at you in your email inbox. What pops out at you on your social feeds. And it's, and it's not that anymore. And it's not the like six tips to. Right? And there was. And I think there's there's two things here. There's the income based marketing stuff, which I feel like smarty pants are like over and they can see right through it, right? Like once you, once you know it, you can't unow it and you just see it and you're like, oh, that's gross. And then on the other side, I think, you know, we've always been told like, oh, you have to do educational content, right? And so there's always these five tips to.
Lindsey Smith [00:05:40]:
But that also, that stuff is getting tiresome. And when you see that stuff in your social feeds or you see that stuff in your inbox, you're just like, like, I, I think people want to be like, entertained. Like, I think we're shifting to like a different type of like, content formula.
Amy [00:06:04]:
Oh my gosh. Absolutely. And it's making so many of us. Yeah, I love it. But it's causing so many of us to get in our heads and then to overthink all of it. But the tip that you shared about when you're scrolling, when you're going through your inbox, like just noting what draws you in, I mean, that right there is something I learned from you a while ago. And that is really a great piece of advice because when you think about it, you know, you're having this different perspective, you're viewing it from a different angle and it's like, well, what about this is standing out to me? Because we are all consumers on some level and we're forgetting that. And then we get in our heads and we think, oh, okay, I need to do this type of content this way because everybody else is telling me I need to do this.
Amy [00:06:55]:
And then we get in our heads and we get into analysis paralysis. And it's just crazy and maddening to me. Like, how many entrepreneurs you see are closing up shop because they're like, well, I just don't know. And these are amazing business owners. But as you said, it's because so many people then, you know, got sucked into this. You need to share all these financial wins, this, that and the other. And the fact that those platforms existed to those fake screenshots is just downright wrong. And I think that's part of the reason that these governing bodies are finally like, yeah, this isn't okay.
Amy [00:07:31]:
Because it's not like, how can you truly be ethical? How can you really have a business where you're maintaining that integrity when you're doing something like that? You're creating this false hope, these false promises, and it's really manipulative and Just down, right. Cringey.
Lindsey Smith [00:07:56]:
It's super cringy. And I agree. And I think it's like, you know, and I think there was a time where it. It was like, that was expected, right? Like, the very first coach I worked with, you know, she's no longer a coach because she just was like, she just got yucked out about it. And. And I remember her talking to me about, you know, she would put out some financial wins, like, I made 30 grand this month or whatever. And I remember, you know, because I knew her as a friend. I was like, that's amazing.
Lindsey Smith [00:08:28]:
But looking back, she was like, that is yucky. She's like, I did that because it was like, expected, like any. She's like, that's not my typical month, but it was expected that that's the kind of thing that I shared, right? So I think there's. And it again, right, like, if you're. If you're new or whatever, you're just kind of like, am I supposed to be doing this? Like. And like you said, we get into our head and we're like, is this what everybody else is doing? And the word integrity. I feel like, you know, like when you go back to your. Your business values and stuff, right? Like, mine is authenticity, transparency.
Lindsey Smith [00:09:12]:
I have a third one. I forget what it is right now, but, like, those are important to me. And I think, you know, early on, when I sort of switched from only doing copywriting to, in addition, taking on content clients and teaching people how to create content, like in the early days, I was kind of like, is this how I'm supposed to talk to people? Right? Because you don't really know. And I think unless we have these conversations, I think it just keeps going. And the other thing is, right, like the income claims, you have no idea what their overhead is. You have no idea how much they spent on. On ads. You have no idea what they're spending on, you know, God knows what.
Lindsey Smith [00:09:57]:
And there's this other thing that's expected is like, oh, Well, I spent 50 grand on this such and such program. So this means I am charging you X amount of dollars. I don't give a. What program you have invested in and how much it costs. Zero shits. I don't. That has no bearing on me working with you.
Amy [00:10:24]:
Yeah, same. Oh, my gosh, I could not agree more. So much of this is taken out of context, and you're right. We don't know what the overhead is. We don't know what the profit margin is. We're not getting the whole story. And I think that the longer this goes on, we kind of saw like the boom and now we're seeing the bust where people are sick and tired of it. They're sick and tired of feeling like crap every single time that they see someone sharing.
Amy [00:10:51]:
I made the 30k effortlessly and easily while sitting on the beach drinking a margarita. It's like, okay, well what went into that? And it drives me crazy. And you're right too, about, oh, I invested this much money. Well, do you see everyone out there with a doctorate just, you know, boasting that every single day I have a doctorate from Cornell? Da, da, da, da, da. Okay, great. That's wonderful. Like, you invested a boatload of money into that. But does that make you any more qualified? No.
Amy [00:11:25]:
What makes us qualified is our experience in the field and the results that our clients are getting beyond the monetary results. Because a lot of times I don't share my clients monetary results because I didn't put in the work they did the work. That is their win, that is for them to share. I am here on the back end to help you leverage the data, to drive your decisions, to help you strategically grow your business in a way that feels good for you. And when we're living in such a noisy world, taking the time to really quiet that noise and come back to what do I want as a business owner is so, so crucial. Because what we're doing is we're copying what everybody else is doing. It's this copy paste society and we're blending in with the noise. And you're right about the educational content.
Amy [00:12:16]:
You know, we get these five tips, tricks and these things. But what's happening is now people are going to tools like chat GPT and just copying and pasting using all the same words. And it's just like even that's getting maddening. You know, when you're scrolling through, you can kind of tell, oh, that's a chat GPT post, because they're all. They sound the same.
Lindsey Smith [00:12:38]:
Yeah. Yes, I agree. And I think, you know, I used to be very anti chat GPT and then I was like, okay, let's just like make friends with it. So it's an awesome tool. I think. However, what. And you know, and I've seen some big names have very questionable emails and social captions, but I'm like, that something's askew here. So.
Lindsey Smith [00:13:08]:
And I think what's missing there. Sure, I know you and I have talked about this. Yes, you can use ChatGPT as like a rough draft. However, if your brand Voice is missing from that, then there's no point. Right. Also, you know, it's a robot, and I. It's like asking your Roomba to write copy for you. Like, it's the same thing.
Lindsey Smith [00:13:33]:
Right? Like, I know. It's like a smart robot and whatever, and there's all these, like, cool things you can do. Sure. It's a tool. It's not going to replace your own voice. It's not going to replace the way you communicate. Yeah. And it's so funny.
Lindsey Smith [00:13:53]:
Like, I did a training ages ago with some sort of chat GPT guy, and he basically told me, like, yeah, they're coming for your job. What? And I don't. I forget what he did, but he was just like, yeah, we've let go of two copywriters because we write all our emails with ChatGPT. And I was like, I don't. That's not cool. Like, I. And it. And so, yes, I understand.
Lindsey Smith [00:14:22]:
It's a. It's. It's an awesome tool. I don't think it, like, it can't replace your brain. It can't replace the inspiration. And when you think about creating content, you know, the thing that you're like, the kind of content where you're, You're. You're like trying to fit it into a box and a formula and whatever it takes you, like, three hours. That's always the content.
Lindsey Smith [00:14:45]:
That's like wa. Versus the stuff that you're like, oh, that's a fun idea. I'm gonna throw that out there. And then all of a sudden it. It. It works. And people are like, oh, like. And here's the thing.
Lindsey Smith [00:14:56]:
People always talk about it like, engagement. Engagement. Engagement, yes. Engagement on Instagram is down. Whatever. The. The biggest compliment you can get on. On your content is people feeling seen and, and your ideal people being like, oh, my God, you're talking to me.
Lindsey Smith [00:15:11]:
Oh, my God, you're in my head. Oh, yes, right. Like, you want. That's the. The kind of reactions you want. Nobody like. And I know people keep talking about this like, oh, my God, my views are down. Okay, yes.
Lindsey Smith [00:15:25]:
Again, back to data. Sure. Checking your views and whatever once a month or whatever on Instagram. Great. Figure out what's working. Figure out what your people absorbing. But otherwise, don't worry about it. Don't worry about the numbers on Instagram.
Lindsey Smith [00:15:40]:
Nobody is. It's a blessing and a curse that, like, nobody's watching that closely. But also nobody is watching that closely. You know what I mean? Exactly.
Amy [00:15:48]:
Exactly. I mean, these are two amazing tools. When we leverage them appropriately in our business. But our content strategy shouldn't just be using chat GPT, it shouldn't just be posting on social media. And I think that's what so many people forget. That content is so much more than that. It's not just one thing, it's not just social media. And it's so funny what you said because it's absolutely true about, you know, the content that just kind of pops into our head and we do on a whim.
Amy [00:16:21]:
That's always the stuff that resonates with people. The things that were just in real time in the heat of the moment, sharing something passionately. That's what people resonate with because it humanizes our brand. Because at the end of the day, people buy from people and if you make someone feel understood, seen, heard, valued, guess what? They're going to be attracted to you. But I think it's scary as business owners because we don't want to offend someone, we don't want to step on toes. But in actuality we kind of need to be polarizing in order to attract the people that resonate with us and repel those that don't. I think it really comes down to having the self awareness as to what you stand and going back to what are your brand values.
Lindsey Smith [00:17:08]:
And I think it's. Yeah, and I, you're right. Like, it is kind of scary to like disrupt the, you know, the calm seas or whatever. And it doesn't mean like you have to like poop all over one group and lift up another group, right? Like it, it doesn't, doesn't have to be like that. But you do have to have some sort of stance. You do sort of have to disrupt the, some of the common ideas, right. And, and, and how you do that is up to you and your comfort level. Like I, you know, and I say this all the time, right? Like I'm not putting picture of myself in a bikini is not, you know, that has nothing to do with my ideal client.
Lindsey Smith [00:17:50]:
Like sure, that's super vulnerable and like will disrupt my feed. But that has nothing to do with. But my ideal client, right. I'll probably get a bunch of stupid bots following me or something. Oh, but oh my God, I get them every day. Do you get like the naked ladies falling?
Amy [00:18:07]:
I do, I do like the picture of their like rent. And I'm like, yes, let's just remove you. And that's something else I do. I go through and take people off that are following me all of the time because I know obviously yeah, it's cool to have more followers, but are you ever going to be interested in what I'm doing? No. So get out of my world.
Lindsey Smith [00:18:29]:
Yeah, And I think that's another thing people don't talk about, right? Qualified leads. Like, it's. And I think we still live in a time where it's like, you want a massive email list and you want a massive social following. And I think there's so many people out there who are like, grow your following. Grow your following. Oh, my God, I grew 10,000 followers in six months. And, okay, so what. What happened next? What happened next? And so I know we still live in a time where it's like you're checking the number of followers, right? You know, just this past weekend, I was at this business retreat.
Lindsey Smith [00:19:07]:
My friend Mod, she does. She's. She's called the Retro Quilter. So she's super into retro and she makes a ton of quilts. She has like 40,000 Instagram followers. So, you know, it does convert for her. But at the same time, she was also saying, like, I've feel kind of like there was a time where, like, the content ideas just came and came and came. And she's like, now I feel this, like, obligation to show up for this community.
Lindsey Smith [00:19:33]:
So the number of followers, right. It. It's not necessarily the answer. And I. And I know there's a lot of content people who teach that. And. And it's kind of like, okay, but then what? Just, just so you can say, look how many followers I have. And I've seen it too.
Lindsey Smith [00:19:51]:
Like, some of the dum dums are like, well, who are you to say, blah, blah, blah, blah. You only have 2, 000 followers and this guy's got a hundred thousand. So obviously what he's saying is more relevant.
Amy [00:20:02]:
Right, Exactly. And. Right. And then we're trying to, like, all go viral and do these trends and do this dancing. Like, no, I draw the line there. I will not do trends, I will not dance. I will not put filters on. Like, this is me.
Amy [00:20:17]:
What you see is what you get. And it's easy to get sucked into this shiny object that is more. More followers, a bigger list, this, that, and the other. But it all comes back to those qualified leads. The quality of the people that are in your world. Are they your ideal client? And you know, something else we talked about too was, you know, as business owners, we're starting to treat our businesses and trying to grow them like the influencers do, using these tactics, because we're on this quest for more but if we're on this quest for more and it's not converting, what's the point? What are you doing with it? You know, are, is it just a bunch of bots and bikinis that are, you know, following your account? It's mind boggling to me.
Lindsey Smith [00:21:08]:
Yeah. And I think like, you remember the days when it was like you could buy followers.
Amy [00:21:13]:
Oh yeah.
Lindsey Smith [00:21:13]:
Or the like, or like the follow pods or whatever nonsense. Right? And like, and I did, I think I did one once and I was like, this is exhausting.
Amy [00:21:22]:
Yeah.
Lindsey Smith [00:21:22]:
And like, and you can see, right? Like, you can see sometimes. Oh boy, something's pissing off the dog. Probably a leaf blue box. But like, you can see sometimes people's comments are like, great job. Love this. Oh, super for you, right? Clear that. It's just a bunch of people.
Amy [00:21:48]:
Exactly. It's like you're going to bother taking the time to engage, make it worthwhile.
Lindsey Smith [00:21:56]:
Could you hear the dog barking?
Amy [00:21:57]:
I hear like a.
Lindsey Smith [00:22:00]:
Okay, that's her.
Amy [00:22:01]:
That's it.
Lindsey Smith [00:22:03]:
It's real life over here, folks. I got a. I got a kid on the couch and a dog who barks at anything that makes her upset.
Amy [00:22:10]:
That's real life. And I mean, that's just it. And we're juggling all of the things and running businesses. That is, that is the life of a business owner.
Lindsey Smith [00:22:18]:
I know, it totally is. And I think. And here's the other thing that happens with content, right? Like, and I know you mentioned like shiny object syndrome, and so much of business is like the nerdy, unglamorous things. And I think I have definitely been sucked into shiny object. And I know you have too.
Amy [00:22:39]:
Oh, yeah.
Lindsey Smith [00:22:41]:
Like, you know, it' just like the human condition, but so much of it is just looking at what's working and continuing to do that. And I talk about this a lot with my clients and I'm like, a lot of my clients are like, well, my content's not converting. My content's not converting. Instagram's not converting. I'm like, okay, maybe Instagram is not. And there's. And when I say content, people immediately think Instagram. They think social media immediately, and they think Instagram immediately.
Lindsey Smith [00:23:12]:
That's fine, whatever. Content is actually much bigger than that, right? Like your website, that's your content. This is content right here. You know, it's much bigger than that. It's how you represent your brand out in the world. Like, that is content. So funny. This business retreat I was at this weekend, I felt like anytime anybody was talking, I was like, that's content.
Lindsey Smith [00:23:32]:
That's content. I feel like I was just following people around and when they were getting really fired up about stuff, I was like, that's content. So I was like, I feel like I need to just be like, follow everybody around with like a camera and be like, that was content. That's content. Where was I going with this? I forget what I was saying, just.
Amy [00:23:49]:
How building a business, it's not sexy. It's not about. No, it's not sexy objects. You know, it's. It's digging in and doing the basics over and over and over, day in and day out. Even when you don't feel like it, you know, you have to stay accountable to yourselves, stay disciplined, to yourself. Because, sure, especially when you're working from home, it's easy to be like, I just don't feel like it today.
Lindsey Smith [00:24:11]:
We all have a little lie down.
Amy [00:24:13]:
Exactly, exactly. But if we're doing that day after day after day after day, and then we wonder, okay, well, why isn't my content converting? We're doing the same thing and expecting different results. You know, it's a definition of insanity.
Lindsey Smith [00:24:27]:
Yep. Yeah. And if it's like, you know, like, I'm a big proponent of long form content, like a podcast, a blog, you know, YouTube videos, all of like the old school stuff that everybody forgot about. So I think, you know, your hardcores, like, I always talk about your hardcore fans and they are the ones who are going to binge your content. They're going to like start to creep you. And I think the buyer process has lengthened. And I think maybe five, six years ago it was like, post a random thing on Instagram, buy now, and somebody would buy. Right.
Lindsey Smith [00:25:06]:
Things have shifted and things are going to continue to shift, but we are not in that time anymore. I think people are like, they've invested in all this stuff and they're like, why would I invest in you? Right. Like, I think people are getting more skeptical. There's like more online business owners than ever before. And it's kind of like, why you and why now? So I think more than ever, our messaging has to be so super clear and you have to figure out, like, what makes you different, your usp like more than ever and like dial into it big time. And so much of marketing is just repeating yourself. People forget that you're just repeating yourself from different angles, different ideas and people. I think people get like, they're like, oh my God, I have to think of like 57 content ideas for the next month.
Lindsey Smith [00:26:06]:
No, you don't. Just Say this, keep saying the same thing because what is it, five to seven touch points or something before somebody makes a purchase. And I think it's probably like 10 now, I would say. Yeah. So you, you're talking to those hardcore fans who want to absorb your stuff all the time. Those are the people. And this is the other thing. I have so many tangents.
Amy [00:26:28]:
I love it.
Lindsey Smith [00:26:29]:
Like write your, think about like a client you've had or a client you, you know, that would be your, your super ideal client. And write all your content to that one person. One person. Like instead of being like, oh my God, what do I say to the masses? Think about, you know, Andrea, think about Nancy, think about Rebecca and like what is, what is, what do they need? What are their struggles and what do they need? And just write your content to that person, create your content for that one person and then it'll take all the overwhelm away.
Amy [00:27:04]:
Yeah, I mean that's such a great piece of advice because we're trying to please everyone. It goes kind of back to the people pleasing thing. We want to be accepted by everyone and we get right. Exactly. And we're looking for that instant gratification. We want to see that we're liked with all those likes, comments, shares, all of the engagement on social media. But you're right, getting back to what you called the old school tactics are so valuable. You really diving in and talking to people that are already opted into our world.
Amy [00:27:39]:
Writing nurture emails, humanizing our brand, telling stories, really taking the time, like you said, to clarify the messaging. Because yes, the market has shifted in 2024. I mean even in the past six months we've seen such a shift. And it all goes back to a lot of it being the income based marketing tactics. So many people have gotten burnt in the online space with these big dreams, these big aspirations. Oh, when you're done with my program, you're going to make 100k on your next launch. It's like, you know, it's really shifted. The whole entire market has shifted.
Amy [00:28:20]:
And yeah, you have to repeat yourself over and over and over and over and over because the world is noisy. You know, I heard once like someone asked me like, hey, can you recall my last five posts? And I was like, no. They're like, can you recall your last five posts? I couldn't, like, I don't even know my, what my last five posts were. I have a little idea because I kind of stick with a general structure. I couldn't tell you any specifics though. And that is Key. It's doing the same thing over and over and over, but then looking at the data, assessing what is working, what is not. And that is the missing piece that allows us to shift and adapt and tweak and refine our messaging so that we can then grow our sales.
Amy [00:29:08]:
Because it's not rocket science. It's double downing on what is working and then releasing and moving away from what's not. Because we're always evolving, we're always growing, and our messaging should always be being refined more and more and more to speak to that one person. You're so right. You are so right.
Lindsey Smith [00:29:29]:
I know. Why don't we just, like, be in charge of the whole world? We're really smart.
Amy [00:29:33]:
We should.
Lindsey Smith [00:29:35]:
And that's what I've learned from you is, like, looking at the data and like, like, you know, the past sort of six, seven, eight months, I've really nerded out on the stuff you talk about. I'm like, huh, this is, you know, I was winging it for the first little while, which I think works for. Yeah. Which works for a while until it stops working. And that's definitely something I've learned from you is like nerding out on numbers and data. And, you know, I still don't know how to work spreadsheets, but I'm getting there.
Amy [00:30:02]:
Well, and the thing is, you don't have to. Everybody gets so sucked into the whole numbers thing. They're like, but I'm not a numbers person. You don't have to be. Just start to get curious, see, where are people coming in from? What emails are actually getting opened? What are people replying back to me in those emails? You know, there's some that I send out that I actually get replies back, and I love that. And that's valuable information for me because I can go, ooh, what about this? Did people like, like, how can I duplicate and do more of that? That's what makes it so much easier.
Lindsey Smith [00:30:38]:
I know.
Amy [00:30:39]:
Out of my head and into action, you know?
Lindsey Smith [00:30:42]:
Yeah. And I think, you know, and for. We're creative people. The entrepreneurial people are creative people. I think it's so easy for us to just be like, oh, I have, like, we have new ideas all the time. Right. Like, we essentially invented something from nothing. Like there was, you know, there was Amy tra.
Lindsey Smith [00:31:00]:
Like, you had a different business before, and then you were like, okay, I'm gonna make up this new thing. So you just was like, pulled it out of a hat, basically. Right? Same, same. And so I think we have this like, oh, I'm just gonna create this new thing. I'm gonna create this other new thing. And I think the more you can simplify the better. Like depending on if you are a product based business or a service based business. Like, I think having a, you know, two offers, three offers, I don't know, 20 SKUs.
Lindsey Smith [00:31:34]:
Whatever it is, like, just simplify it because it makes your life so much easier. And then you just get better and better at the things that you do offer. And so I think there was a time where it was constantly like, oh, this new thing and this other new thing. And like you said, just look at the data and see what's working. And I think it's, you know, I was in the middle of a launch last week when we had to spend a few days at the hospital because my son had to have his appendix out. So all of a sudden my launch was like interrupted. So I was kind of like, okay, well what do I do next? Right? Like I, I, you know, some things can be, you know, it was, my launch was like super strategic up until that point. And then all of a sudden five days of like sleeping in most terrible bed to cot things.
Lindsey Smith [00:32:27]:
But I know everybody if you're a parent, even if you're not a parent, I know, you know, and then I was kind of like, well, now what? So, yeah, you know, and I think that's the thing that we forget sometimes. Like our brand is going to shift and change as we grow and shift and change. You can have the best plans for a launch or a new product or whatever and it can all go to poop. And you have to be willing to be like, okay, like you say, get curious. And I think curiosity is like the, one of the most underrated business skills. Just be like, ask questions. Be like, okay, well what do I do now? What's gonna work? What doesn't work? And so much of marketing is just experimentation, right? And doing the best we can with the research we have and the data that we have and trying it. And I think if you are trying and experimenting and asking questions like, I feel like you're probably the top 5%, right? Because we're still here.
Lindsey Smith [00:33:32]:
It's super easy. It'd be easier for me to be like, f this noise and go work at the Starbucks across the street for sure. I'd probably be miserable and they probably fire me because I'd have a horrible attitude. Be like, don't you know who I am? But I think, you know, we've chosen this path and I, and I Say this all the time. Like I'm pretty sure I'm unemployable. One, because even if I wanted to get back into advertising, I don't have a portfolio. Two, I would have such an attitude and be like, how dare you tell me what to do? This was beneath me. Like, so, like, you know, I think we have no choice but to just keep going.
Amy [00:34:12]:
Right? Exactly. You know, we let that ego get in our way. But you've got to have that grit. You've got to have the ability to take that step back and get curious. And if things aren't trending the way you want, that's okay. That's an opportunity to get curious and go, well, how can I make this work? Because there's so much proof out there that it, it can work. So get back to the basics and like Lindsay said, simplify in order to amplify. It comes down to that.
Amy [00:34:44]:
This doesn't have to be complicated. Content doesn't have to be complicated. You do not have to fall into the sea of sameness. All the income based marketing, all of the things. I love our conversations. Lindsay, thank you so much for taking time to just always be my sounding board. I appreciate.
Lindsey Smith [00:35:02]:
Oh, I love it. Same same.
Amy [00:35:05]:
You need a business bestie in your life.
Lindsey Smith [00:35:06]:
I know, it's true.
Amy [00:35:07]:
Like seriously, like get out there and just start talking to people because that's how we met. We just met like randomly and just started talking in the DMS and yeah, now we chit chat every day. So I know. Thank you so much for being here. If you guys want more of Lindsay and to get into her world, we are going to link up. Her coffee chat connection call is hosted most Tuesdays so information on that is in the show notes. Get into her world. She is so super smart with content and really has such a simple way of demystifying the whole process and helping.
Lindsey Smith [00:35:42]:
The anti formula formula.
Amy [00:35:44]:
I love it. I love it because it has changed my business. So Lindsey, I appreciate you and until next time. Cheers to making the money you want so you can create the impact you desire.
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