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Content Marketing

Episode 106: Your Number One Audience Building Mistake

April 19, 2022

Podcast episode: Steal These 4 sample content plans

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I'm  Amanda — simplicity-focused content marketing strategist.  I'm here to help you fit your marketing into your business.

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If you're looking for information on how to get followers on Instagram fast, you're in the right place. But my advice might surprise you.

How to Get Instagram Followers Fast

You want to know how to get Instagram followers fast. You’ve got a big launch coming up, and you want to make sure your audience is ready for it. You increase how often you’re posting, you start talking about the new offer and all the benefits and why it will help them. You open the doors and are ready to start welcoming in your new students and …. crickets.

You know that you shared about the new offer plenty, so why the disappointing launch numbers? Today I’m sharing the number one mistake I see course creators make when preparing their audience for a launch, and X things they can do to fix it.

You’re listening to Chasing Simple, episode 106, and I’m your host – Amanda Warfield. Let’s dive in.


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Rather Read? – Here’s the Transcript!

*Just a heads up – the provided transcript is likely to not be 100% accurate.

You’ve got a big launch coming up and you want to make sure that your audience is ready for it. You increase how often you’re posting you start talking about the new offer and all the benefits and why it will help them. You open the doors and are ready to welcoming your new students and crickets, you know, that you shared about the new offer.

Plenty. So why the disappointing launch numbers. Today, I’m sharing the number one mistake. I see course creators make on preparing their audience for a launch and a few different things that they can do to fix it. You’re listening to Chasing Simple episode 1 0 6 and I’m your host, Amanda Warfield. Let’s dive in.

 The number one mistake that I see course creators make with their content marketing is that they’re confusing their audience. There are two different ways that I see this happening, and then I’m going to share three different ways that you can fix this. Now, there are a few different ways that I see this happening. Often, if you’re doing one, you’re doing the other also, but your brand messaging isn’t clear enough or your content is all over the place.

So for example, let’s say you’re a business coach and you want to help busy entrepreneurs improve their business and live their dream life. And you’re posting everything from. Final tweaks to system creation, ideas to how to get more clients because you run a successful business and you know how to do all of these things.

These are all ways that you can help your people. And technically, yes, those all fall under the category of improving your business, but your clients, your audience members have no idea what to expect from you or what you’re the expert in when you’re posting about all of these different things under this very broad umbrella, what ends up happening is that when you’re doing this.

You end up with followers and email subscribers and podcasts listeners and whatever else you end up with all these different audience members that are following you for all of these different ideas, all of these different aspects of things that you’ve shared. So there may be a chunk of people that follow you to learn more about email marketing, and then there’s another chunk that follow you to learn how to get clients.

And there’s another chunk that follow you for systems. And in theory, that sounds great. But in actuality, you likely haven’t proven to any of them that you’re an expert in any of those areas, because you’re hopping around from topic to topic, to topic. And it’s really easy for you to know that you know how to do all of those things, right?

You live this, you live running your business and working with your clients and doing all of the things that you do in your business. You know, that, you know, this stuff. But your audience sees such a small portion of you and what you do that it takes a really long time for you to convince anyone that you’re an expert in something.

The very small amounts of time that they see you when you’re using that precious time to talk about this idea and then that idea, and then this other idea, and also this other idea, all you’re doing is confusing them because you are all over the place. They see such a small portion of what you put out.

They see such a small portion of what you do. Don’t waste that time, hopping from topic to topic. the other issue that I see when it comes to confusing your audience is that you’re not giving them enough lead time in order to prepare for the offer. When you are creating a launch, you should be preparing your audience for that launch at least eight weeks out.

Although I aim for 12 for a brand new offer, but at least eight weeks out, because when you start talking about a new offer a week or two, before you launch it, you are coming out of left field for your audience. You haven’t proven to them that you can help them with this problem that you’re saying that you can help them with.

And you haven’t even shown them that they have that problem yet. On top of that, if your content and your messaging is all over the place, like we just talked about, they’re confused as to what it is that you can actually help them with. If you haven’t proven to them that you’re an expert in, let’s say finding clients, if you haven’t proven that you’re an expert in finding clients, they’re not going to put money in your pocket. They’re not going to buy into whatever you’re selling because they don’t trust you yet. They don’t know that you can solve their problem. They don’t know that they even have that problem maybe.

 And I’m not going to go into launch strategy right now in this episode. But if you haven’t already go back and listen to episode 1 0 3, preparing your strategy for your next course launch because that talks all about it. But I did want to share this point because I think it’s important part of how you might be confusing your audience. So the two different ways that you might be confusing, your audience, you’re all over the place with your content and your messaging, or you may not be giving them enough lead in time to prepare for the offer.

If you say, Hey, this offer’s coming next week. And then all of a sudden it’s there. have no idea about any of what you’re putting out there and they don’t trust you yet? You have to give them enough time. If you’re putting a brand new offer out, give yourself 12 weeks of pre-launch and launch time.

Okay. So those are the two ways, but how do we fix it? How do we move forward? Not making these mistakes any longer. So the first way is to get very, very firm on your brand messaging. I want you to be able to tell me in one second, One sentence, what you do and who you serve. If you cannot clearly communicate that in one sentence, there is no way that your audience can communicate it either.

They likely don’t even fully understand how you can help them and no you don’t need to create an ideal client avatar and tell me where they shop and what magazines they read. But you do need to be able to tell me what their number one problem is in your area of expertise. So going back to our business coach example, ask yourself, what type of businesses do you enjoy working with most? Ask yourself, where are they in their business journey?

Are they brand new and looking for their first clients? Are they established enough to have clients, but want to become booked out? Are they overrun with clients and need help creating new revenue streams? Are they somewhere else in their journey? Where are they in their business journey? And then once you’ve got that pinpointed, you know, that you want to work with this specific type of business owner at this specific place in the journey, ask yourself what it is that you can do to help them.

What is a skill or topic that you are an expert in that correlates to a major problem that they have? Knowing all of those things will help get you started firming up what your brain messaging is. And again, I’m using that example for if you’re a business coach, but you want to ask yourself where’s my person, what kind of person are they?

Where are they in this journey that we’re on together? If you’re a health coach, maybe you’re what type of person are you wanting to work with? Are you wanting to work with brand new moms? Are you wanting to work with, Workaholics that struggle, finding time to get into the gym, whatever that looks like. What type of person do you want to work with? Where are they? Are they brand new to the gym have, they been in and out for years? Are they experts, but they just need accountability. What does that look like? Where are they in the health journey?

And what is their problem? How do you solve it? How do you fix it? What skill do you have that can correlate to a major problem that they have, that you can help solve? You have to know these different things in order to firm up what your brand messaging is, what, you know, those things work on, trying to fit that into one sentence, who do you help and how so?

That’s the first way to fix this. Get very firm very, very clear on what your brand messaging is. The second way to fix this to stop confusing. Your audience is to stick to one topic for now. This is the fix that I get a ton of pushback on. No one wants to do this and I get it. You don’t want to only talk about one thing forever and ever.

You’re going to get bored of it. You’ll run out of things to say so on. And so forth. Here’s the thing. If you can’t talk about whatever it is that you plan to teach on over and over again, you might want to reconsider if that’s actually the thing you want to teach on, because think about it. You aren’t going to create an offer and then only have it for a few months.

You’re not going to create a course and say, okay, this is only available for three months. And then I’m going to get bored of this information and this topic and that I’m just not going to offer it anymore. No, you want your offer to live in perpetuity you want your offer to be something that you can push people to for years to come, but people aren’t just going to magically find it.

You have to continue to talk about it over and over and over again in order to warm people to it, even after you’ve launched it, because you’re not just going to launch it and then just let it sit on your website. And if that’s your plan, it is time to rethink it because people aren’t just going to find it that way. If you’re not continuously talking about it and continuously pushing people to this, you’re not going to make sales of it.

Here’s the thing. New people find you every day. So you have to continue. Show those people that you are the expert in your thing, and then push them to it. This isn’t just a, I’m going to prove I’m an expert in this one topic one time, and I’m going to create the offer and I’m going to put it out there and it’s just gonna make me a ton of money forever.

That is not how this works. And yes, eventually, eventually you will add to your product suite and expand on your topics and what you talk about in order to move your people through a funnel, but not right away and not for a long time. Russell Brunson says that you should make a million dollars with an offer before you create another one.

And, well, I don’t necessarily agree with that. The idea behind it is important. You want to make sure that you are fully established as an expert in one topic before you add in anything else. And the more you speak to just one topic, the quicker you become cemented in someone’s mind is that expert.

So I know it’s not fun, but guess what? Running a business, isn’t all rainbows and sunshines. Yes. It’s fun. Yes. It is exciting to be a business owner, but sometimes you just got to do things that you don’t want to do because it’s best for the business. Establish yourself as an expert by talking about one thing, one offer for months and months and months, and months.

And yeah. Now the final way to fix this, to stop confusing. Your audience is to batch your content and as might feel like a leap, hear me out when you were batch creating all of your content for an entire month. At the same time, it is much easier to stick to a consistent brand message and topic.

For one thing, it’s easier to bring up multiple ideas about the same thing at the same time. If you’re creating content as you post it, you’re going to struggle to come up with things to say, and it’s going to feel like you’re just repeating your. However, when you’re batch creating, it’s so easy to get into a flow with your writing, your speaking, et cetera, and then find variations that you can take on your topics.

A lot of times when you’re creating content, you’ll be creating it. And then as you’re creating it, you’ll think, oh, that’s a good rabbit hole. That’s a good tangent that I could create a whole new episode post, whatever on. For another thing. Batching gives you the space to find creativity and inspiration again, and then come up with new ways to talk about your expertise.

If you’re creating day after day, you’re going to end up feeling totally zapped. And honestly, just totally unsure of what else you can say about your topic. But if you batch your content, you’ve got three weeks each and every month where you’re not creating. And you’re likely going to get some new ideas flowing that you can then write down and use during your next batch week.

And ultimately what batch creating your content does is help give you a bird’s eye view. When you’re bogged down, creating day by day, it is really hard to see what you’re actually putting out there and how your audience might see it. It’s really hard to get that cohesive view, but when you’re creating a month’s worth of content at one time, you are pulled back to that bird’s eye view and you could easily see just how much or how little you’re actually talking about your area of expertise.

So. Number one mistake that I see course creators make with their content marketing is that they’re confusing their audience. They’re confusing them with their brand messaging and their content and, or they’re confusing them by not giving them enough lead time and preparing them for their offer.

They’re just throwing an offer out there and hoping that it sticks. And the three ways that you can fix this first, get very firm on your brand messaging. Second, stick to one topic for now. And third batch your content. and this week’s action step is to go grab your ticket for Chasing Simple the Summit. It is not too late to join us. Head to Amandawarfield.com/summit. To grab your ticket. if you’re listening to this before April 21st, so right as an air, you can still grab your free ticket.

Finish up the last few days with us live. And if you’re listening to this in the future, you can still go to Amandawarfield.com/summit and grab the presentations for $97. we have some truly amazing presentations inside.

You can grab all of them. We’ve got speakers like Jessica Rasdall, Davis, Ashley Carter, Megan Martin, Destiny Cop, Jimmy bottom Carter. There are so many amazing speakers and presentations inside of the summit. So if you missed out on when it was happening, live, do not hesitate to head over to Amandawarfield.com/summit. To grab that bundle for yourself for just 97 dollars. Now this week’s book recommendation is We Should All Be Millionaires by Rachel Rogers.

Let me tell you this book sat on my bookshelf for entirely too long. I bought it early in 2021, like when it was launched and then I kept telling myself I wasn’t ready for it yet. I wasn’t ready for it yet. I’ll get to it when I’m ready. Don’t let that mindset hold you back from this one, because if you are like me, it is going to quickly become part of your must read.

At least once a year rotation. I learned so much from this book. My mindset has drastically changed and it’s realistic. I’ll put it that way. I’ve always struggled with the, I want to have a, a growth mindset with my finances, but I also want to be realistic and Rachel very much just nails that middle point.

It’s phenomenal. It’s practical, highly recommended. We Should All Be Millionaires by Rachel Rogers. And until next time, my friend, I hope that you go out and Uncomplicate your life and biz


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