EP0016 The 4 C’s To Conversion

Freedom! You're listening to the Daily Motivation Podcast, a place to take your life to the next level, your business, your fitness, your dreams. Let's go! What up, what up, it's your boy Cauveé Inspiration Engineer. You already know what it is. Welcome back to another episode of the Brand Builder Playlist. Where we are building personal brands of the future for the creator economy, where creators become brands, brands become businesses, and creators build the longevity, the sustainability that they are looking for in a category-defining way. Whether you are a speaker, coach, consultant, author, edutainer, streamer, fill in the blanks, this is the place for you. Today we are talking about your media funnel and how to start stacking up content that gets clients without running ads. All right, one of the things that they say is that humans have been storytellers throughout history. I agree with that. Another thing they'll tell you is that storytelling is one of the best types of content that you can have. I don't disagree with that, I just ain't never did it. I never did it. Once I started to understand this is how they say it works, I started testing it for myself. But I say that saying is I've been throughout my career fairly successful and never having to do that. What has worked for me is being a thought leader and sharing things that challenge the way you think, sharing how-tos and helpful advice around whatever it is you do as a creator or an entrepreneur, getting people to attach to my energy. And getting people to fall in love with me as a human. And then those that are interested in the content that I'm sharing at the time, moving that into a direct message or chat conversation and enrolling that person into some type of curriculum. That has worked very well for me, okay? Organically It's amazing and it works at growth and at scale. It does not work, okay? Or I haven't figured out how to get it to work to where there's a thousand me's doing it at once. If I can figure out how to do a thousand literal me's— I've talked about my take on cloning and all that, you can listen to other episodes on my take on that— but I just say, as of today, we have to have other systems in place, other processes in place, and my team have to pick up and do certain things on behalf of me. However, figuring out how to literally duplicate a thousand me's, I haven't figured that out yet, okay? But that's not the most scalable route, okay? So if you are looking at growth and you're looking at scalability, I highly encourage you to go listen to our episodes on boosting content, advertising content, and scaling content. This is for those who, whether it's because of budget, whether it's because they are just, you know, getting started whether it's because fill in the blank, the resources aren't there to do those things. It's like, okay, how do I get successful with where I'm at today? All right, and that's who this is for right now. So let's talk about what this looks like. And I apologize if you guys can hear that dog. It's funny, that dog that I— that is barking, I've never heard a bark where it sounds like the bark, like he needs to clear his throat. It is hilarious to me, that bark of that dog. Like, it's just, it's just I'm gonna close this door, uh, you know, slightly close it so that hopefully we can minimize the sound. And I don't know if you guys can actually fully hear it, so apologies. But yeah, dog was getting excited because the dog knows what I'm sharing with you is actual facts. I've been on this— one other thing, guys, I've been on this mobile journey. I'm in Brazil right now, so I'm not in studio. And so being that that is, again, as you guys have heard me talk about, you got to go with what you got. This is what we got, this is the best that it is. And so I apologize if there's been some distractions from the dog who got excited because of the information that I'm sharing with you. But how do you do this if you don't have an advertising budget, if you don't have the ability yet to buy PR and buy ads and do all the things? How do you do it today? Well, let me tell you how I did it. Communities— not enough people talk about the importance of being in communities and being where your customers are and showing up regularly for them in the containers that they're already in. And that can be different depending on where you hang out and your customers hang out, right? There is a benefit to being omnipresent. Omnipresent is when you're on all platforms at all times, okay? But if you're a small solo founder, solo creator, solo entrepreneur it's hard to be efficient connecting and engaging. You can, you can publish from one platform and it syndicates to all your platforms, whether that's a Hootsuite or Buffer or whatever future platform, Publer, I don't know, whatever you're using. It's easy to syndicate content across multiple platforms. That's not hard. Where the challenge then comes in is once you publish content, people are going to like and engage and comment. Now you got to respond to the comments, right? Then you've got— as you respond to those comments, then you want to move those into a direct message format or a call. Like, hey, let's get on call, let's get in a chat, let's talk, right? And as you're getting to know this person from a one-to-one perspective, then you move them through a workflow, or what they say, a sales script. We don't use the word script. I don't like that. Like, script, it sounds like acting, sounds fake. I don't like it. We use a sales guide, AKA script. You want to move them through a conversation that is systematic and proven that gets you to the same result, okay? Or gets you to a yes or no, right? Now, there is a finesse to this. I'm not— today's is not— today's episode is not a sales training., what we call relationship acquisition, but it is giving you the foundational pieces so that when you listen to those other episodes where we talk about relationship acquisition and we walk you through some of those processes, you're like, okay, it makes sense, I get it. All right, but when you move people into this one-on-one conversation and we're just really building connection as humans, at the same time I'm also understanding what your needs are and I'm understanding how I can serve you and show up for you as a creator or an entrepreneur. Then that is the process to get us to a transaction. We're all here for the transaction. And so I say that saying is your content— if you're great at storytelling, do that. If you're great at writing and you're a writer, do that. I was not— I am not a storyteller or a writer by nature unless I'm telling you like a funny story. I haven't really mastered the ability to tell you a business story unless like it makes sense. Like, I could tell you a story about my experience, like that's easy. Like, yo, I'm raising money and I can tell you about the process and I can tell you about my experience with, you know, some of the people that I interface with. But the content I'm publishing doesn't connect to that story. So unless I'm talking about venture capital content, then that story is irrelevant. So I haven't been good at telling stories in order to get conversion. That does not work for me, but a lot of people that works. And that's what they say that you want to master is the ability to do that, and I agree. I don't disagree with it. I'm just saying you got to know your strengths, and Cauveé's strength has not been that. I started with music, music as a musician. So performing in front of you is where I really started with content, freestyling, right? And giving people that magic of like, man, I've never seen somebody be able to do that right off, you know, right off the cuff. Like, oh my God. And then being able to move that into a conversation and then sell you something. One of the other things I'll just share really quickly, you know, I used to— I don't know if you guys know what busking is. Busking is when you walk past somebody on the street and they've got usually a guitar case or something, they got an instrument and they're playing the instrument, and then they're trying to collect tips. That is busking. I used to stand out there. I don't— I am the instrument. So I'm like, you know, people be walking by and there'll be hundreds of thousands of people, and I'm like, hey, you listen to hip-hop? Hey, you listen to hip-hop? And the moment I got somebody to stop, I would go into this riff that I would always do, is this Eminem riff. But before I would do that, I'd say, hey, do you listen to the words first, or do you listen to the beat? And based on what they would answer, if they said beat, I gave them something super catchy and super fun. If they said, you know, I listen to lyrics first, I gave them something that was very lyrical. And very like, oh, like, wow, that was, that was— and then I would get them to buy a CD right there on the spot. Okay, now saying that, that was my experience. See how I'm telling you the story from my experience? But my content never really was this like manufactured story. And sometimes I feel like people use AI and things to manufacture the story because they feel like that's what they, they've been told to do, so that's they do. And cool, if that works for you, again, do that. But just not everybody has that ability, because I didn't. So I'm telling you what I would— what definitely works for sure is solving people's problems, how to do stuff, right? Telling people how to do stuff, people love that. Because whoever's looking for that solution, it's like, okay, boom, there it is, right? That definitely works. Used it, right? Why is it definitely? It's like I'm not saying the other one doesn't definitely work, I just didn't use it. Um, the other thing is being able to be relatable, right, and share things that people relate with. Something that's really popular right now this year has been what you might have heard, rage baiting. So being very controversial, I never use that. The only thing that I might do that could be rage bait is I'm doing a, you know, a thought leadership piece and it challenges the way you think. And I'm cool with that. I'm not going to try to spark rage. I'm gonna just say my opinion, and if you disagree, bet, run it. Like, that don't bother me. I'm not here to try to make everybody align on, you know what I mean? Like, that, that's just me. I'm gonna share something like that. But controversy, especially in politics and in media and negative news and all that, that works. I just don't use it. It didn't work for me, right? So that's all I'm saying and all I'm sharing. Is that you got to find what works for you and go from content— here's the key— content to conversation. Content to conversation. And there's a middle step in there where you go from content to comment. They usually will comment on the post, and then from comment to conversation. And if we want to throw a fourth one on there It would be to close. So content, to comment, to conversation, to close. Those are the things that you wanna master. Those are the 4 things to master if you don't have an advertising budget and you haven't gotten to boosting posting yet. Do that, all right? Hopefully this has served you. Let me know what is resonating, what aligns, what you have tried, where you're tuning in from and what resonated from this episode. It's your boy Cauveé. I love you, I appreciate you, and until the next time, you already know what it is.