In this episode of the Your Dream Business Podcast, I discussed content creation with Lyndsay from Jammy Digital. Focusing on the vital question of whether your content is geared towards fame or fortune, Lyndsay shares valuable insights on crafting engaging content that converts into sales. The conversation covers practical strategies for content creation, the importance of transparency, and the role of consistency in achieving business goals. Ideal for small business owners, course creators, and coaches, this episode aims to provide actionable advice to optimize your content strategy.
KEY TAKEAWAYS COVERED IN THE PODCAST
- Fame vs. Fortune – Know Your Goal- Before creating content, decide whether you’re aiming for visibility or actual sales. Content that builds a business looks different from content that just gets likes!
- Transparency Builds Trust – Being open and honest in your content helps attract the right audience and convert them into customers. People buy from those they trust.
- Consistency is Key- Success doesn’t come from one viral post—it comes from showing up regularly with valuable content that aligns with your business goals.
If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.
LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Connect with Lyndsay on LinkedIn, Website
Connect with Teresa on Website, The Club, Sign up to Teresa’s email list, Instagram, LinkedIn, Facebook or Twitter
Transcript
Teresa: As small business owners, I think we are all totally accustomed to the fact that we have to create content. But I have a question to ask you, are you creating content for fame or for fortune? There are some social media accounts out there who are massive and yet when they try and sell something. They get tumbleweed.
So which is it? Which content are you creating for fame or for fortune? Today’s guest talks all about what she means from that point of view. She shares brilliant content ideas in terms of how to actually engage your audience and how to get them to convert to buy. She also shares this, why being transparent is so essential, not only as it’s a good thing to do, but how it can attract your perfect customers.
This is definitely not one to be missed.
Hello and welcome back to another episode of the Your Dream Business Podcast with me your host, Terese Heath Wareing. I hope you are having a wonderful start to your week or middle of the week. or whenever you are listening to this. Also, can I just take a minute to say thank you so very much for taking time out of your day to listen to the podcast.
I know that if you are a business owner, [00:02:00] which I’m sure you are, you are very busy and you have lots of things going on in your world. And I really do appreciate the time you take to listen to what I’ve got to say and the amazing guests that I bring on. And I’ve got a favor to ask. Is there any chance you would be so kind as to go and write me a review on Apple or Spotify or wherever you listen to this podcast because when people write reviews it gives other people confidence that it’s something worth listening to and I would be so, so very grateful and also my aim is to bring you an amazing podcast with amazing guests and the more people that listen to it, the more I can do that.
So I just want to thank you so much for doing that for me. Okay. So today is talking about content and I needed this just so you know, I really did need this conversation because even though I am consistent on the podcast and emails on social media, I have not been so great. And. Also, I have wondered whether [00:03:00] I could be more strategic in terms of my content.
And I think now, like we talked about with Julie Solomon a few weeks back, we have to work harder than ever to show up and attract our audience and convert our audience. And one of the ways in which we do that is content. So today I’m having a wonderful conversation with the amazing Lyndsay, who runs Jammy Digital with her husband, Martin, which is an award winning content marketing agency for businesses that aren’t afraid to stand out.
They transform founders, CEOs into globally recognized names. Giving them the power to set industry standards, make connections with game changing people, command a premium pricing and attract top talent. Martin and Lyndsay have also published a bestselling book content fortress that protects business owners from unnecessary stress by helping them attract their dream client.
I’ve met Lyndsay a few times and she is just awesome. Love her to bits and so freaking smart. The two of them are so smart. So it was great to have her join me on the podcast today. We [00:04:00] talk all around content. So content as a whole, in terms of what should you be doing from a long form to short form? How do you connect the two?
And we talk about. Doing content for fame versus fortune, which I just thought was an amazing concept of, are you creating content because you want to get famous? Or are you making, creating content because you actually want to make money and eventually sell something? We talked about what makes a great piece of content, what attracts your audience, what types you should be doing.
And honestly, it was just an all round amazing conversation. I really love Lyndsay Tibbetts and I am so grateful to bring her to you, my amazing listeners, because I think you are going to get so much from this episode. So without further ado, here’s the amazing Lyndsay. Lyndsay, welcome to the podcast.
Lyndsay: Oh, thank you so much for having me. I’m so, so excited.
Teresa: Me too, because it’s funny how you come across people, how you see people and you guys, because there’s two of you in your business, you and your husband, [00:05:00] and you had been in my periphery for a long time. And then I met you at something last year and I was like, they are so freaking small.
Like. And so we end up going to another event or the same event, but later on in the year. And I immediately was like, I’m sitting on your table. You’re so smart. I really need this today. My aim of today’s podcast, just so you know, is we’re gonna talk about content, but my aim is to give me and my audience some real practical stuff that we can go away and do and inspire me because right now, like lots of us content, feels like it can be quite a hard slog. So I really want to cover that. How does that sound?
Lyndsay: Sounds really good. Yeah. And practical advice is what I’m speciality in.
Teresa: Perfect. That’s the thing. Like someone’s taken their time out to listen to this. Hi. Thank you. I want them to have something that they can take away.
And I [00:06:00] know that you and what you do in your business, you have done some really, really cool stuff and can help people with this massively. So before we got started, you said something to me, a statement that you can talk about, and I’m just going to jump straight in with it. Fame versus fortune. Like, discuss.
Lyndsay: So I think there’s a big confusion at the moment with content marketing and the confusion comes from people that pick a fame strategy over a fortune strategy because those are very different. And so a lot of people think that to do good content marketing, to get leads and sales into their business, they need to be famous.
So they need to create content that has a very broad appeal that gets a huge audience. And then, and it kind of makes sense, you know, you get a huge audience and then you can monetize that audience. That kind of makes sense. But what you find is that people who follow you for entertainment, follow you because they think you’re funny, or they find you inspiring, or they want to know about your lifestyle, don’t [00:07:00] necessarily buy from you.
And there’s countless examples. There’s, there’s one huge, really, he’s a really, really nice guy and he’s a business influencer. He’s got millions and millions of followers. Um, and he struggled lately to sell a book. To his audience and his 20 book. So not, not expensive, but people were complaining that he’d, you know, put it for sale and they were saying, you know, you know, you normally give me stuff for free.
Why are you trying to sell me this book? And it’s because he’d grown an audience, a really broad audience who didn’t expect to buy from him. So what you should be doing is you should be following a fortune strategy, which is really honing in on your target audience, creating content for them. Instead of going really broad, making sure that that content really clearly reminds people what you do and gets leads and sales off the back of it.
So it’s not about being famous. So the best kind of, the best people I, I usually say is, you know, you can walk down the street and no one would know who you were. But if you went to like an industry specific, uh, industry specific, you know, conference. Yeah. You’d have swarms of people around you because they really respect you.
They know you, you’re well [00:08:00] known in that room, but outside of that room, no one knows who you are. So that’s what really, if you want leads and sales from your business, you should be sort of aiming for that.
Teresa: My constant joke is you’re not Beyonce. Right, because sometimes in this industry we can go to a conference and like you said people are like, my God, there’s that person.
And it’s like, no, if they walked out of this room now, they would, no one would know who in earth they were because they’re not Beyonce. So the thing is though, we’ve been. indoctrinated or led to believe or our ego desperately wants us to have lots of followers like, and it’s embarrassing, legit embarrassing when you put some content out there and it’s tumbleweed.
So how do we, are we saying we just should? Have the tumbleweed? Are we saying, like, is there a certain point? Like, are we saying we need to build it to a certain point and then not worry about it? What, what do you think around that?
Lyndsay: Yeah, so, obviously we don’t want tumbleweed, but there’s a [00:09:00] way, there’s a way to make content interesting, but still relevant for a very specific target audience, and still linking back to your products and services.
So if you’re, if you’re creating content, right, this is, I could, I could get loads of likes tomorrow on LinkedIn if I’ve just posted a picture of my cat, you know, but whatever it might be, that’s not going to get me leads and sales. But if I post something that’s about say content marketing or how to do a video or whatever it might be, I have to think of a way to make that, entertaining, and that’s using things like good hooks, making sure that you tell a story, making it interesting, giving lots of value, things like that. And eventually if you start doing that, and that does require more effort, but if you start doing that, then you get kind of both the sort of likes and the comments and the leads and sales off the back of it.
So there’s a way to do it where You know, you have to think about how can I make this really interesting? What’s the angle of this, you know, what would really resonate with my audience? I’m really thinking about that for every time, every piece of [00:10:00] content that you create, because there’s countless, there’s so much content out there.
And I feel for people sometimes because they pull their heart and soul into content and they, they produce this content. That’s like how to do this thing. And they’ve gone into real depth of how they do what they do and really broken it down and it just gets nothing because it’s not really of interest to the, to the audience you have to think about.
you know, how to make it really engaging, but also link it back to what you sell at the same time, which is tricky to do. Definitely.
Teresa: So you’ve said a load of stuff there, which I’m going to come back to some of these points, which is awesome. But like, as you’re saying this, bearing in mind, I produce content.
I produce a podcast that goes out every single week. I’m even exhausted listening to you talk about it. It’s like, It is hard work. Is it right? So is it hard work? Am I making this something big in my head? Is there something that I’m missing that I can produce good content without thinking this is a massive deal for me to do?
Lyndsay: Yeah. So what I usually recommend and it’s [00:11:00] quite, it’s It’s quite difficult to actually say how much content you should produce, um, and, and to what level. I usually say if you’re at say five or six figures in your business for seven or eight figures, it’s slightly different. But if you’re a five or six figures in your business, usually, and the problem is, is usually that people are trying to focus on lots of different platforms.
And I usually say pick one organic channel. which is a channel where you’ll get organic traffic. You know, people searching for you, that could be blog via Google or chat GPT . Cause now that recommends can recommend your blog posts, or it could be YouTube where people are searching on there or your podcast, which is what you’re doing amazingly well.
And then from there pick one social channel. So for me, that’s like LinkedIn, you know, for, for others, it might be something different and try and basically use. Just two channels. So sometimes when people get overwhelmed, it’s because they’re trying to do too much and too many different channels. And as we know, content should be very specific to that channel.
So if you’re trying to like repurpose the exact LinkedIn content, [00:12:00] Instagram, it’s not going to work. It’s just going to flop probably on both on both channels. So it’s just best to try and kind of. Do you want channel really, really well. So that’s the first thing, not, not to get sort of overwhelmed. And the second thing to do is realistically say to yourself, how much can I do, you know, on a weekly basis or a monthly basis, can I do.
One blog post a week. Can I do one long form video a week? And then can I post on LinkedIn three times a week? And you kind of have to give yourself that set amount and stick to it. Religiously have that time in your diary booked out where you are producing this content and you, and, and one thing I actually do, which works really well is I separate the thinking from the doing.
And I think that uses like two different sides of the brain or something. So I’ll have one point in the week where I think about my content ideas. I’ll think this will be really good to do or, you know, and I’ll break them down, but I won’t kind of create them in any way. And then the other part of my week, I will actually create that content.
So I’ll be [00:13:00] recording, I’ll be writing. It’s just completely different. So I don’t have to sit down in front of a camera and be like. money in a video on, you know, I’ve already got those ideas that I’ve already kind of got it half scripted out. So that makes it a lot, lot easier when you, when you do it that way, but it’s about being realistic with ourselves, which is really hard to do because I’m like, Oh, I could do everything.
I know I’ve got a content team. So, you know, if you don’t have that,
Teresa: you could do everything. So first off. You talk about one social media platform. So for me, Instagram really is the place that I like to hang out on. However, I constantly feel guilty about LinkedIn because LinkedIn is pretty good. And, and therefore I do share content to LinkedIn that I’ve created on Instagram.
Is that, is that a case? Because again, I remember like, you know, we’ve been doing this a long time. How long have you been doing this?
Lyndsay: 10 years?
Teresa: Yeah, it’s a similar amount of time to me. So I remember the times where it was like, Oh my God, you can just share it to everywhere. [00:14:00] Then I remember a time of like, Oh no, don’t just share it to everywhere.
You have to be specific. And then it kind of went back to it because everyone realized how difficult it was. But anyway, like as I’m creating the content on Insta, is it, is it pointless me sharing it to LinkedIn? Or is it okay me sharing it to LinkedIn knowing it’s not doing much, but at least I looked at vaguely active on there? What’s your thoughts?
Lyndsay: Yeah, there’s no harm in sharing it. I mean, I do the same. I’m like you, but in reverse. So I’m a LinkedIn girl. She’s very less, you know, much less exciting than Instagram, but I will share what I share on LinkedIn, on Instagram, knowing that it’s, it’s getting me a few followers. It’s making sure that, you know, when people go on my page, it still looks active.
And I think that that’s fine as long as you don’t think, Oh, you know, why is that channel not giving me anything that that’s okay.
Teresa: Super realistic.
Lyndsay: Yeah. Super realistic with that. And I don’t expect for us, I don’t expect much to come from Instagram because it’s not where we’re like channeling our energy really. So you know, I would expect it from LinkedIn, but it’s [00:15:00] nice to keep Instagram updated.
Teresa: Okay. So then let’s talk about the organic content, i. e blog, YouTube podcast. So, first off, my opinion is they have to have one of them. Okay, good. We agree.
Lyndsay: We agree.
Teresa: What about then, so I’ve been going through this thing of, oh, and, and so the other thing, my brain works in very weird ways.
I love the fact that you said if your business is five or six figures, and if it’s over seven, it’s different because that is so important. I think people look at businesses that are seven figures plus and think, oh, I should be doing content like them and they’re a different beast altogether.
Lyndsay: Yeah. Yeah, people do that all the time and they think, Oh, how can I produce this much content like this person?
Cause I want to be like this person that you don’t, that person, whoever is seven figures or eight figures, you know, they probably, they didn’t start off like that. And you can’t stop, start off like that either. As much as we want to short put it, you know, what will end up happening is that you. We’ll try and produce that level of content [00:16:00] you won’t be able to keep up and you’ll get all annoyed and frustrated by it and then give up, you know?
And so you have to start realistically. The people that produce lots of content, you know, they’ve got teams like us supporting them. Yeah. They’ve got like, they might have five or 10 people creating that content for you. You cannot compete on that level, um, of scaling content that, that wide, unless you have a big team or unless that is literally your full time job and you don’t.
You know, you’re not doing anything else. Um, so you need to be realistic with it. And it’s better to kind of dominate one channel than try and go after so many.
Teresa: Okay. So now the next thing I’m going to ask is kind of in contradiction to that, because I’m not at seven figures. So I’m not in a position where I can hire a team to help.
Well, no, that’s a lie. I do have a team and they do help me with a lot of the practical stuff. So the podcast, for instance, once I’ve recorded this and I record my intro, they do the rest, which is ace. So I have got help, but I want to talk to you about YouTube [00:17:00] and that from a content point of view, because podcasts I love, obviously people know I love them because I have one and I’m a big fan.
However, podcast isn’t searchable content. YouTube is. So, do you think that I should still stay away from it and just stick with the one platform or do you think I’m at the point of, almost to the point where I could bring in another platform because, but treat them differently, because you’ve just started YouTube, haven’t you?
Lyndsay: I have, yes. Yeah. I mean, obviously a very popular thing to do is to have a podcast slash YouTube. So it’s the same. It’s the same. You see that quite often where it’s, you know, you sat actually in the room with someone it’s recorded. I’m less of a fan on YouTube as, as kind of watching zoom. You know, when people have you on a podcast,
Teresa: Me neither, Like don’t find that engaging at all.
Lyndsay: No, no. But the ones that are done well, you know, they’re in the same room together. So someone’s being interviewed. It works well on video and it works well as audio. That, that makes sense. Obviously, that’s [00:18:00] more tricky logistically. So it costs and everything costs, especially if you’re flying people in from the States or whatever it might be, that’s going to get very, very costly.
So in, in that case, you either do something like that and try and keep the costs down or yes, you can set up a separate. YouTube channel. And I would, it’s not that I’m putting people off from doing it. If they’re say under seven figures, that’s not, not the case. It’s just, if you’ve got the resources to outsource a lot of it, then, then go ahead and do it.
It’s just a case of making sure that you do have those people in place and not just thinking, Oh, I can do it all myself because it’s a lot, a lot of hard work. So if you’ve got the people in place that can do that, and it could be hiring a team, or it could be outsourcing to individual people, editors, someone to upload your content at VA.
you know, to write all the descriptions and things like that, then that’s perfect. You can, you can do it that way. You’ve just got to make sure you’ve got the time and resources to actually dedicate to it and do a good job of it.
Teresa: Yeah. And I think that’s the key thing is [00:19:00] that it’s doing a good job of it. It’s not half assing anything and then wondering why none of this is working is we’re not going all in and doing it. Okay. So let’s go back a bit because I digressed a little bit and I really want us to, if someone sat there At the moment going, I’m really stuck on what to do from content and how to show up and how to do social media posts and how to get that engagement or get that fortune side from it.
Like, where am I starting? Like, what should we be doing?
Lyndsay: Yeah, so we’re finding the best content that’s performing right now. And it’s kind of the antithesis of what we’ve been told so far, which never make content about you always make it about your audience. Whereas what we’re finding is that content about you performs very well.
But when I say you, I mean a very specific type of content. I don’t mean you had for breakfast this morning or even things like your mission, your values, how you could started your business, as much as [00:20:00] those things might be important. Ultimately, our audience just want to be like, how can you solve my problem?
I’ve got this problem. How can you solve it? So it’s really taking your. experiences, your stories, your client’s successes, and turning that into content. So the best performing content that we have right now is it starts off saying how I did this for this client. You know, how I got them, this person to 1 million views on YouTube in five simple steps.
It’s actually taking what we’re doing with our clients or what we’re doing every day with, with our products and services and creating content that will show people that you can solve their problem, but creating it in a way that’s quite engaging. So that’s why it’s good to use our own stories, our own anecdotes, our own client successes, whatever it might be, that’s performing really, really well.
And I think that makes sense because there’s so much. Content out there now, especially with AI, it’s very, it’s very easy to create content that’s, that’s rubbish and the same as [00:21:00] everything else already out there, whereas if you’re saying something quite unique, you know, this is how I did this, or this is what I saw from my client, or even if, you know, this was a, this was a mistake I made and this is how, you know, we made it better, all those kinds of things are really engaging and that’s where I’d kind of start with content.
It would be writing a list of. Okay, what are the most interesting stories that have happened in my business? What are the client successes? What are the client failures? What, what’s happened on my journey that my audience could really value and learn from that’s very specific to me and my products and services?
It’s marrying those two things up.
Teresa: And I think one of the things you just said there goes back to one of the things that you said earlier. You mentioned about hooks and you just said the sentence, how I did what for my client. Yeah. That is a good hook. I talk about sexy titles and sexy, like, sexy words and things that like, that is it.
Like, it’s that whole thing of like, I want to be intrigued or I want to be like, Oh, hi, or who, or what, or why, or, you know, it [00:22:00] almost comes down to like, not gossip, but it’s that thing of like, Oh no, I want to know that thing. How do you, cause that is quite a skill, having the ability to create those hooks, to create those titles.
So one of the things I’ve been watching and quite interested Bartlett’s Diary of an Heir CEO. And more specifically, not so much the podcast itself, but more specifically the work that he does in the podcast. So like how many. times. He tests different titles, how they basically make sure like the work goes into it.
And that comes back to that, you know, he has got a massive team who just does this stuff. So fair enough. He can, but one of the things that obviously he, A is very good at and B has got into trouble for is having those sexy hook type things that make you go, what? And obviously he’s made some wild health claims, which we don’t recommend, but.
How do you get good at that? Or how do you, because [00:23:00] you can’t afford necessarily to write to get a content writer. I have to say there are lots of copywriters out there who can’t do this. Like it’s, again, it’s not just a writing skill. It’s a very specific marketing skill. How, if you don’t have that, if you’re sitting here, like, well, I have no idea how to make that sound like that.
Like, have you got any advice to how people can get those hooks to get people to go? I want to know about that.
Lyndsay: It’s reframing how you think of it as proof. So whenever you buy something, a good testimonial, a good case study, someone else, you know, saying this is really good. This has worked for me, works incredibly well.
That is how you have to look at your content. You have to prove that it’s worth stopping. and watching or reading. So you, a really good hook actually has proof in it. So when I said that hook before, how we did this for this client, it was proof. So you constantly have to prove that your content is worth someone stopping for, is worth them investing in.
Same way you invest money, you know, you need proof in the form of a testimonial. Someone’s investing time. So you need to prove to them that [00:24:00] it’s worth investing their time in. So, you know, I learned this skill over 10 years and I’m going to get teaching you in two minutes. You know, it’s that kind of thing.
It’s constantly, and especially when we’re at a level, you know, I’m not famous. So I constantly have to prove, you know, to my, to, to my audience and people that don’t know me. I actually know what I’m talking about and you should stop and listen to me for this reason. So when you think of hooks like that, it’s a really, really easy way to get across and kind of make people stop and pay attention.
It’s providing that proof that you are worth listening to.
Teresa: And that’s such a good point. Like if I think back at some of my posts, when, where have I proved that I am good at what I do? And I, I’d need to obviously go and have a look, but I can’t think off the top of my head that I’ve done that. But also this comes back to.
One of the kind of, you know, realizations I had, which is ridiculous because I know this stuff, but it’s that whole thing of constantly social proof, constantly going, I can do the thing. So [00:25:00] I, I was talking to, and I think we might’ve even had this conversation at one of the sessions that like, I have built my business on people liking me, which is ace, and I’m so flippin happy about that.
And that’s awesome. But that’s only got me so far now. And what I wasn’t doing, and I am actively trying to do a lot now, is that proof point, is that what’s the transformation I’m helping people with? Yes, it’s cool that people like me and they want to hang out with me and they want to join my stuff, but that’s only going to work for a small amount of people.
And other people, and I’ve had it where other people have been in my world for ages, love my stuff, and then go and buy something from someone else. But that’s what I do. I think they never thought to buy it from me. And it’s like, why did you go to them? Well, they proved that they could do it. And I wasn’t doing that.
I think it comes back to that constant, prove that you’re doing it, prove that you can actually make these things happen to people. Because funnily enough, a few weeks back, by the time this comes out, this actually is coming out in a couple of weeks time, but I had Julie Solomon on and she was [00:26:00] talking about the fact of, you know, people are much more discerning now and so they should be.
And actually that’s that, isn’t it? It’s yeah. You know, you can’t just make wild claims. We need to know that you’re actually doing the thing that you say you can do.
Lyndsay: Yeah, definitely. And the, and the further you go down, Gen, Gen Z, I think is the most cynical generation and I’m sure they’ll get more cynical with the, with the internet.
So yeah, people are, you know, constantly putting up barriers and making sure they protect themselves. So you need to try and prove, yeah, that you are worth listening to or buying from. Yeah, you need to make, make sure that’s in there. But it’s funny you said actually about, you know, people liking you and, and then buying from someone else is that I follow so many people.
I’m like, I really love their content. I don’t have a clue what they do. And so when you say like how I did this, or I’ve got 10 years experience in this, you know, you’re reminding people what it is that you do. Because there are people that I’m like, these are great. I have no idea what they do or how I can buy from them or how I can work from [00:27:00] work with them.
The amount of people that are like that and they never actually say, Oh, this is, this is what I do. And, you know, it’s reminding people as well, what you actually do for a living, cause you, you know, you know, so you don’t think to say, but your audience. doesn’t know and they need a lot of reminding.
Teresa: So what’s the balance? Like I remember back in the day, one of the very first people I learned from was Mari Smith. I mean that really was back in the day. And she talked about content buckets, which is then what I talked about. Because obviously we learn things and regurgitate it in a different way. And I know lots of other people have done exactly the same.
Of like, and I know various different versions of this, but basically like educate them, entertain them, and sell to them. How do I make sure then that I’m telling people what I do and often without, I mean, is that concept so outdated or is that something that we’re still doing or should be doing?
Lyndsay: I think it’s more natural than that. I think that having kind of buckets, I get it, you know, that made sense and probably at [00:28:00] the time, you know, it made sense. But now I just see. Every piece of content I put out there is referencing what I do. And it’s not purposeful. It’s just naturally, you know, cause I’m talking about what we’re achieving in our business, what we achieve for our clients, things I’ve learned, mistakes.
Everything that I talk about talks about what I do for a living, um, and, and constantly references our products and services back. So it is more natural than that. It’s not that everything’s salesy. Because it’s, but it’s a constant reminder, you know, this is what I do for a living. And it’s the same in things like, seen on things that, and this is probably your more area of expertise as well on things like webinars, you know, I’ve seen things that, you know, where people get to the end and then they do the hard sell.
And now I’m seeing more and more with like webinars naturally all the way through, you mentioned what you do, you mentioned your client case studies, their successes and things like that. It’s just more natural way of doing it that makes sense rather than having a hard, you know, Oh, I’m going to do value, value, value content, give away all this one day.
I’m like, all right, I’m selling this and the price goes up on Friday. And you know, it’s [00:29:00] actually just more natural, I think. And that seems to be a better way of doing something rather than the kind of hard sell. some posts, you know, some content and then value add the others, the kind of merging a little bit.
Teresa: And that’s the whole bait and switch that used to happen of like, lure them in with all the good stuff and then be like, buy my stuff and scream at them. Um, which is not the case anymore. Okay. So if I, um, Starting. If I’m listening to this, I’m like, right, I need to start doing content. How, talk us through how you start to create content.
Like, let’s imagine, you know, I guess for you it’d be almost like if you had a new client, like how do you come up with the YouTube ideas? How do you then decide what’s gonna go on social? How do you decide, how often you’re gonna do it, how, like what format you’re gonna do it in, how do you decide all of that?
Lyndsay: So firstly. I asked the client, you know, I really go through their products and services. I asked them what their goals are. You know, and what, what they kind of got coming up to is the particular thing they want to sell. Do they want to enter a new market? [00:30:00] Do they want to launch something new? Whatever it might be, because it’s good to understand that first, because all content that you put out should link back to a goal.
Um, if you think I want to launch a new product and service, then your new, your content should always be linked back to, okay, how are we gonna do that? You know? So that’s the first place that we start with every single client. It’s not about the audience. It’s actually about them and what they want to achieve.
And then secondly, from there, it’s about what your audience wants to, needs to hear. So for a lot of us, we have to spend a lot of time. Teaching our target audience, something, something that they need to know in order to buy from us. So that could be an objection that they might have in their mind about working with us or working in our particular industry.
It could be, you know, the fact that they’ve never considered, you know, working with us before. And we constantly have to think about, okay, what do our audience believes and what do we. Need to get them to believe. So it’s linking those [00:31:00] two things together, really. It’s thinking about, okay, what kind of content can we create to help sell our products and services?
And ultimately what does our audience believe? about those products and services and how do we get them to believe what we want them to believe in a nice way, not in like a horrible, you know, this kind of way.
Teresa: It’s really important concept of what do they need to understand in order to consider buying from me.
So I was doing, I do a lot of pre launch content, and this is something that I talk about in pre launch content of. Okay, so if some, if you’re selling and the example I gave in a talk for someone recently was, let’s say someone was selling a membership for women in perimenopause and menopause, okay, and they were having trouble because they weren’t sleeping well and they weren’t functioning at work or whatever, what do they need to believe or understand before they can even consider knowing that there might be a solution for them.
Well, they need to understand that they might even be in perimenopause. Like that might be the very basic first thing. They might not have the [00:32:00] first idea that that is even a problem that they’re having. So how on earth are they ever going to buy a service, a membership or whatever it is to help with perimenopause and menopause if they don’t think they’re in perimenopause?
So the first point is educate them as to that they could possibly be in it. They need to also understand that there is solutions and you don’t have to put up with it. Like, so it’s, I love that point of, and, and it is objection handling, but in a much, it’s not objection handling in a sleazy, horrible way. It’s a, what do they need to believe or understand in order to even consider buying my product or service?
Lyndsay: Yeah. And it’s why when, cause we were talking before, before this and you said, you know what, what’s going on with you right now? What should we talk about? And let’s say fame and fame versus fortune.
And that’s a really good example because our target audience, you know, we’re working with like seven or eight bigger business owners and you know, the, the, the, the think about content and they think, okay, I need to get this many views. I need to get to be like, you know, famous. [00:33:00] And that is why I’m constantly beating the drum of fame versus fortune.
It’s like, well, if you want to be famous, that’s fine. We’re not the agency for you. But if you want to sell more, ultimately, if you just want to sell more reproducts and services, then you’re following the wrong strategy. And I have been. Beating this drum for about six months now, and I’ve come up with stories.
I’ve come up with cheat sheets. I’ve got anecdotes. I’ve got blog posts. I’ve got videos all with the same point, completely different angles, but it’s all about educating people to say, if you want to, if you’re, if you want to sell more of your products and services, and you’re following this strategy of wanting to be famous.
it’s not going to work. And it’s just, and you feel like you’re repeating yourself over and over again. You kind of get bored of saying it, but that’s when you know it’s working because people actually come to you and we’ve got clients, potential clients that come on call with us and say, Oh, I realized I was following the fame strategy.
And that’s why I’m like, right. I know that it’s working now. And you know, I could spend years doing this and you know, I probably gonna get sick of saying it, but that’s, you just need to keep beating that drum What do your audience believe [00:34:00] and what do they need to believe instead? you know, what are they doing perhaps wrong?
What the, what kind of myths are they believing? How can you kind of combat that and make them believe something else?
Teresa: Yeah. And, and again, going back to your point of over and over and over and over, and I think we get so bored easily. And actually, I want to ask a question on a link to this in the fact of one of the things obviously and we’ve talked about is, you know, creating that organic content.
So I create a podcast every single week and I don’t feel like I am making the most of the content that I am creating given the speed in which I churn it out. I would love to get your thoughts on. that in terms of, so if someone is going to the effort of creating a blog every week or doing a YouTube video every week, should we be maximizing what, like, how do you handle that? What are your thoughts in terms of the content that you create from that?
Lyndsay: Yeah. So [00:35:00] the way that you kind of maximize the content is, is, well, promoting it for one thing and for every kind of YouTube, I mean, it’s a crazy amount of people that don’t do this. So they post on YouTube and then they don’t, they just leave it.
So we make sure we email our list, you know, it gets put on, on LinkedIn cause long form content does really well in there, you know, we’re constantly kind of driving traffic to it. It’s included in a newsletter, it’s included all sorts of different places. So. That’s kind of one, obviously very simple thing and I know that everyone says it, but actually promoting your content, you know, you should, you should be doing that very much, just as much as creating it.
But I think it’s constantly making sure that your content that you’re producing sits within a wider strategy. And the content that we put out on YouTube is, is yeah, it’s very much speaking to that very specific audience about their problems so that when they do come and check us out on YouTube, you know, we might not get.
Thousands and thousands of views. But we are finding is that when our target audience does check us out, [00:36:00] because they do every single video is speaking to them, you know, so they’re getting into it and they just, they watch and can see so much content before they get in touch with us. So even if you think to yourself, you know, it’s not getting the traction that I want, maybe I should change course. Actually, what you’ll find is sometimes that, you know, before someone actually gets on that call with you to actually buy from you, they’re checking out all the content, if you create content to that very specific person, you know, it really, really does pay off.
Because they, they feel like you really, really understand them. So it’s, it’s really good to kind of keep on course with that and make sure you’re always creating something for your target audience. And it’s always linking back to what it is that you do.
Teresa: Yeah, and do you always, you’ve obviously not long started YouTube. What’s your strategy to grow it? Is your strategy, because I know that you’ve worked with clients and grown their YouTube massively. Yes. So is that your strategy for your YouTube? regardless, what would you do to actually grow it?
Lyndsay: Yeah. So, I [00:37:00] mean, our strategy is very much, and it, and it sounds, it doesn’t sound very kind of exciting, but sticking with something consistently.
It just pays off. And I know that isn’t the most exciting thing, but if you’re out, if the algorithm gets used to when you’re posting some things, so we post on YouTube one long form sort of 10 minute video every Thursday morning, and then three short form, like one minute videos three times a week, like Monday, Wednesday, and Friday, the algorithm starts to get used to that.
And if it’s C, if the algorithm sees you because inconsistent, it kind of pushes you out a bit more. But not only does your algorithm start to notice that your audience starts to notice it as well. So when you’re consistent, you can build kind of processes in. So, right. A Thursday email goes out to promote that long form post.
And then the three kind of short forms get featured in our newsletter. They get reposted to LinkedIn. Everything is a process. Once you start getting consistent, you can then get your processes into to kind of promote the content. And that’s, you know, how you grow. That’s how we’ve grown all of our clients, YouTube [00:38:00] channels.
It’s about getting consistent and then promoting the content well and doing that consistently every week. As well as creating every week. One big thing though, for me with video is having a director. So if you’ve ever sat in front of a camera on your own and started a video, you will know that sometimes you can say the wrong word.
You can completely go off meaning thinking in your head that actually what I’m saying is absolutely amazing. This is the best me ever podcast. And then you look at it back and you’re like, I am making. No sense. So what am I saying? And honestly, I know, and we have a, well, we have a director who actually sits with us and be like, no, you need to be having more energy there.
That word made no sense. I don’t know what the hell you’re talking about. You know, he has to go back. He’s a bit nicer to our clients. He’s a bit mean to me, but that’s fine.
Teresa: That’s not your husband. Is it?
Lyndsay: Cause he can be mean. But it’s about having, if you can [00:39:00] get someone there on your videos to catch you when you’re not quite making sense, or you’ve said the wrong word, or you need more energy, or some people like do video like this.
And they’ll be like, mine, look up, you know, all those kinds of things that makes a huge difference. It doesn’t have to be, it can be just a friend that you have, you know, or it could be a work colleague and you kind of switch and say like, okay, I’ll do your YouTube videos and you do mine.
Teresa: That’s a great idea actually a small business owners, because we don’t, you know, if you haven’t got a team, you haven’t got people that can help. Actually, if you both said, we’re going to come along for a day, maybe find a nice location. You do your, I do mine. We both edit or both direct for each other. That’s such a cool idea.
Lyndsay: Yeah. And then you split, if you get a nice location, you split the cost. Like we get Airbnbs all the time. It’s like 80 for the day, you know, and you can just split, split the cost and then yeah, get some videos done and do it like once a month. And I mean, I get a nice lunch.
Teresa: Yeah. Lovely day. Nice lunch. Yeah. I love [00:40:00] it. So it’s the consistency bit, which I totally get. And I totally, I now watch a lot of YouTube.
I’ve not, I think I’m a teenager and I genuinely like if we signed a new channel, I watch homesteading. I mean, it really is the most geekiest thing, but if we find a new channel and we’re like, when was the last video? Oh, three months ago. Not watching it. Because if you’re not consistent, and I need that consistency, like, we know that there’s this one woman that we watch and we joke that she’s like, I don’t know if she does it, she’s going to lose her mind soon, but she is literally throwing out a video every two or three days.
And like, these are vlog style videos. So she’s like cooking. She’s. doing garden stuff, and it’s like, oh my actual god, you’re gonna like, I don’t know how you’re doing it, but it’s the consistency that’s keeping us coming back, because we know there’s always going to be a video to watch, or like another one of our favorites, Simple Living Alaska, for anybody who does like studying off grid stuff, they do it roughly every seven days, so again it’s like, we know a video is coming, we know to expect it.[00:41:00]
Whereas like, if someone hasn’t done one for three months, then I’m not expecting it. And I’m not kind of holding out for it. So I think that consistency thing is really, really key. But I think, I think for me, what I’m taking from this is how considered we need to be when we’re creating this content, that it isn’t just.
You need a blog, write a blog. You need social media, do social media. It’s about, and I, for me, the, the point of you talking about showing the proof and doing how I did something or how I helped someone do something is brilliant. And then the whole content around what do they need to know? What does your customer need to know?
And not being afraid to keep saying that stuff over and over and over and over. Like, Because we assume that people see and, and I know for sure I’ve got some people who listen to every episode of the podcast and I love them dearly. Thank you, by the way. Like, but there are some people that will dip in for a few and dip out for a few, so it’s like, even the people who listen to every single one, there’s still messaging that I [00:42:00] need to keep saying and keep getting over.
. What? What one thing have I not asked you that you think is so important for someone to know when making money with their content?
Lyndsay: How transparent they should be in their content. That would be a good question.
Teresa: Oh, that’s a good one. Okay, because I think I’m pretty transparent and pretty vulnerable, but go on, what’s your thoughts on it?
Lyndsay: Yes, so we’re, we’re quite I think we’ve had a lot of disagreements from people with this because they don’t often agree with us, but we are extremely transparent in our content and we encourage our clients to be less on the vulnerability side, but more about their products and services. So we will. We actively encourage our clients and we do this ourselves to say, you know, create, uh, content that says, you know, why are we so expensive?
Why are we more expensive than our competitors? How much do we charge? You know, what are the problems with, so when we did kind of web [00:43:00] design, we wrote a blog post. It was, what was the problem? What are the problems with WordPress websites? Reasons you shouldn’t work with us. That’s one of our, actually that’s going out tomorrow on Valentine’s day, a blog post, reasons you shouldn’t work with us, you know, and, and all that kind of content really, because there isn’t, and I hate kind of the, when people say, Oh, there’s a hack to build trust or the, you know, how to get people to trust you.
There isn’t, there is no hack to build trust, but I find being the most transparent and honest. company out there is the simplest and easiest way to build trust. And that’s not the reason I do it. The reason I do it is because I genuinely like being the company that says, this is how much we charge. This is why we’re more expensive.
These are the problems in our industry. And this is what you should look out for. I like being that company that doesn’t gate prices and try and get people on a sales call and try and hard sell or anything like that. I, I, I, it’s quite small guys know, but I quite enjoy being wet. And I think that that if you can [00:44:00] start doing content around your products and services that just essentially, gives advice to people. If you imagine that you’ve walked into a shop and you have no idea about a product or service, and you’ve got the best customer service person there that walks you through every single product, the prices, even the competitors and said, this is what they’re really good at. This is what they’re not so good at all those kinds of things.
You’d think, wow, this company is amazing. And that’s what we try and do with our content all the time. We try and be kind of the best customer service person ever. And if it means sometimes that people go to our competitors, that’s fine because we build so much trust in the meantime with our target audience.
And by the time they get on a sales call with us, you know, having sales calls that last kind of 12 to 15 minutes for big, you know, packages because they’re already kind of sold. They know everything that they need to know. They just need to ask a few questions. So I think that’s, it’s, it’s really something that I will champion for a long time.
And it’s funny because I’ve been talking about this for. Probably about [00:45:00] eight years now, like try and be the most transparent company in your, in your business. And still I keep, keep saying it because companies don’t like to do it and they get, they get afraid of doing it. So if you can, if you can do it, you will stand out.
Teresa: Love it. That feels like a really awesome way to end. You’re so right. And I’ve written down lots of different ideas of, you know, that, that one reasons you shouldn’t work with me is so good. It’s like, because it’s. It’s almost selling in one way as well as going, no, people who are like this, you’re not for me.
And this isn’t, you know, if you’re looking for this, this isn’t where you’re going to find it. So it’s, you know, attracting them as much as putting them off, which I think is awesome. I love it. Lyndsay, thank you so very much for joining me. I knew it’d be awesome. You really are so smart with this stuff and you have had some huge successes, not only with yourself, but for your clients.
One day, Lyndsay, one day when I’m, when I’m seven, eight figures, you know, we’ll work together. I’ll have you do my content because. I need help. So [00:46:00] Lyndsay, obviously you’ve said that LinkedIn is your favourite, they can come and find you over on LinkedIn. Anywhere else they should look out for you?
Lyndsay: It’s the website, jammingdigital. com if you want to check us out. And yeah, definitely LinkedIn. Perfect.
Teresa: Thank you so much, Lyndsay. It’s been a pleasure to have you on.
Lyndsay: Thank you so much for having me.
