MODULE 14: How to nurture your audience
Emma Naylor-Weston breaks down how freelancers and coaches convert audiences into clients through three psychological needs: safety, story, and strategy. She maps a three-phase nurture sequence from curiosity to conversion, with practical tactics like email, direct invitations, and a weekly content flow that mixes teaching, personal stories, and client proof.
Big part about, like nurturing your audience. There's a really big part around nurturing your audience. As I said, whether you're freelancing, whether you're consulting, whatever it is, there is an element of nurturing an audience that buys, right? For consultants, for creatives, for coaches who want to really have a sold out business that doesn't just like their post, it doesn't just like their emails.
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Because we all know that great people can like your posts and like, like your emails and all of that. What we really need to be thinking about is how are we turning people from just an audience to actually a really, really hot buyer. So the reason I want to again talk about this is because coming off the back of this challenge that I've been running for five days, it's really interesting to see the way that those really, really hot buyers and those people that are interested and again, the two new ladies inside of this room resonated with what I was saying, came on part of the journey. Both of them showed up every single day for the challenges, watched the replays, upgraded to the vip, upgraded that. And that's really how you, like, build a community of people that aren't just going, cool, let me show up to this challenge. And then, thank you very much, they're actually showing up to the things that you're building. They're actually downloading the lead magnets and the freebies that we've been talking about and therefore they're actually going to start converting into things. So nurturing your audience, thinking about how people buy from you. So whether you are at the beginning of going, I'm still figuring out what my offer is. I still have to go back and watch a bunch of the videos or if you've really figured out, cool, I know who my audience are, I know what I'm doing. This is going to be amazing and so good for you. Okay. What we really want to be thinking about before is first of all is the psychology, right? Is the psychology of how people buy and what makes them want to buy, right? So nurturing people inside of your space, whether it's emails, whether it's corporate businesses, whether whoever it is, nurture isn't just about content. It's not just about, here's an email, here's a pitch, Here is, you know, what we spoke about in the call, it's actually about connection, right? Like your audience, as I said, aren't just watching. They're consistently asking themselves, can I trust her? Does she understand me? Does she understand the business? Can she help Me or the business get to where I need to get to, right? And this is really, really important, especially when it comes to, first of all, B2C. So business to consumer. If your consumer is the, if your human is the final consumer, this is really, really important. B2B is also just as important, right? Because what we have to think about is a lot of people, when they sell into businesses as a consultant, as a freelance, giving their offers very much like, here are the numbers, here are the things that they do. This is what this is going to look like, right? But we live in a world where humans buy from humans, people buy from people. So yes, the numbers have to make sense and yes, the results have to make sense. But we also have to remember that like there is a human at the end of the line, there is a human at the end of that phone call, there is a human at the end of receiving that pitch text, right? So when it comes to nurture, there's three things that we really need to think about. There's the safety, there's the story and there's the strategy, right? So the safety is do they believe that you won't manipulate them? They need to feel seen and not sold to.
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And what I mean by that is you can be amazing at sales, but if you're not delivering on what you say you're going to deliver to, that relationship is going to quickly, quickly fall apart.
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Can you imagine if you all signed up for this program thinking I'm this high vibe energy person and then you get on the calls and I'm like, okay guys, so today we're going to talk about what you need to do. In your emails you'd be like, this is not the Emma I signed up for. Unpaid for, like, this is not what I signed up for. I signed up for the M who knows how to do things, who brings great topics, who like actually creates the energy in the movement, right? So that's what we have to be thinking about. The first of all, things like they need to feel seen, they need to not feel sold to, they need to not feel manipulated and they need to know that actually they are safe with you and you are selling them what you are actually going to deliver. Okay? The second thing we want to be thinking about is the story, right? So they resonate with your values, with your story, with your vibe, with your energy, with everything that you're doing. So again, if you are a consultant, being able to go in and say, hey, like I get it, like I understand what it's like to Have X, Y, Z. I've worked in a consulting firm. I've worked as a project manager. I understand what that is. But actually, my story and my journey is this. You're giving them their values that resonate with them. You're looking to coach women. Does your story make them feel seen in their story? Do they resonate with your journey and what you've been through?
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I got a message from a woman the other day, was interested in working with me. She worked, she's now working with me. One to one, she said to me, yeah, obviously your story's really interesting about how you started a business, but what really got me was just walking the story about getting sober and being in sobriety and that being part of your journey.
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And so I think that's what we really, really need to think about is like, what makes people feel like they can resonate with what you're saying? How can they resonate with what you are speaking about day in and day out? So that's, that's the thing we think about. Then it comes to strategy, right? You can show them a clear path between where they are and where they want to go, right? You show them a clear path to their desired transformation. So you could be really, really good at, like, selling to them. They can really resonate with your story. But if they don't believe that you can get them from A to B of where they need to get to, they are not going to want to work with you. They're not going to want to work with you because they do not believe that you can actually help them get to where they want to get to. And this is the difference between someone lurking or someone saying, hey, can you send that proposal over? Or hey, this looks great, or engaging with all of your posts, but then actually not buying to actually going. If you're doing these three things, the safety, the story, the strategy, that is the difference between someone lurking and then someone buying within days of something finishing, right? And the challenge is a really, really good example of the challenge that I just ran because people were actually messaging me. I've had clients sign up one to one. Obviously, I have more women jumping into this program, right? Because there was a challenge for five days. They understood that I'm not selling to them. They feel seen in my story when I was talking about it, they resonate with what I'm doing. They feel seen, not sold to. The challenge was a free challenge. No one had to buy anything to be there. It's not a manipulation thing. It's like, hey, this is what this is. This is what we can do in the next five days. And the strategy was so clear of, like, hey, if you jump into this program, this is what I can teach you. And that's why the women who have moved are the ones who are like, cool. They. The challenge finished on Friday. Some of them upgraded before the challenge even started. So there's this nurture sequence that needs to happen. And what a lot of people early in business do, and Claire used to do this too, was someone would come into my world, and if they wouldn't immediately buy from me, I would write them off as ever purchasing from me ever again. I would completely write them off and be like, well, they're never going to purchase from me. Cool ideas on, move on. And the reality is, is like, how many of you see something once and go, oh, let me buy that. It takes time, but you need to be nurtured. And you need someone to drop in and be like, hey, just sending you an email. Hey, just doing this, right? And it doesn't just come up. One email or one message of, hey, I've got these services. Do you want to buy more? Hey, you said you were interested in hiring me as a consultant. And they're like, oh, yeah, the timing's not right. We actually don't have the budget right now. The ego in us wants to go, no, thank you. Cool. You want to buy from me? I don't care about you. But the reality is, is there's. It's like, nurture piece that people need to go through to, can I trust her? That takes time. Does she get me? They need to take more of you in. They need to learn more about you. And the final thing is, can she help me?
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And I always talk about this is like getting married, right? Thank God we don't marry the first person we date. Most of us want to go on a date with someone to see, can I trust him or her? Does he get me? Does he or she get me? Do they like doing the same things that I do? Can they help me? Can they actually help me build the life I want to build? Do we have the same goals? And then we decide to commit to something, right? Because it's the safety? Do we feel safe with that person? Do we resonate with their story? Do we feel similar to them? Do we understand and do we believe that actually we are both going to be on this job together to build the life we want to build together? So that's really the psychology piece around it. That again, so many people when they're starting a business, ignore. We ignore the psychology piece and we think that actually we can just go straight into the sales piece or straight into the piece around. Here's what he. Here's what my offer is. This is what's included in it. Or, you know, you said you want to work with me, so, like, let's move, let's move. Actually, what's really important is thinking about what's going to make this person move. What are the bits that are, like, missing? How do I build these blocks?
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So then what we really want to be thinking about is like, how are we actually nurturing these people? Like, what are the phases of nurturing?
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So there's really three parts when it comes to the phases of nurturing, right? So the first one is the warm up, which is like the curiosity. This is hooking their attention, sparking their interest. Whether you're using LinkedIn or Instagram or emails, hooking their attention. If you want to be seen as an authority. How are we making people curious in your work? How are we making people feel like, oh, she could be a really good consultant to bring up? Oh, she looks like she could offer some great freelancing. Oh, she's been through what I've been through. How are we sparking their interest in what we're doing and what we're talking about? The next thing around, like, warm up curiosity is sharing the bold stories, the maze, spicy troopers, creating space for them to have oh my God moments like, oh my God same, like, oh my gosh, what Michelle saying is so landing with me. Oh, my God, what Jesse's saying is so landing with me. What lamari's saying, oh, my gosh, I felt that exact thing like, oh, my gosh, she's talking to me. And this is that real, like, warm up curiosity piece where people are going to start recognizing themselves or you are going to be highlighting the gaps that, that they have in their business, in their team, in their life, in their mindset, whatever that looks like. And again, I know that all of you are in completely different businesses and completely different nations, but actually it's like it's all the same. It's all the same. Everyone wants to feel seen and heard and that actually they're interested in you over everyone else who is another coach out there, another consultant. The second piece of the kind of the three phases of nurture is the deepen. It's the connection piece. It's showing the real you what the highlight reels, right? And I was talking to a client, the Other day about this and she is actually, she's a consultant, but she's more in like the CRM space. And we were talking and she was like, five years ago I implemented a CRM to a business and it completely flopped and I don't want to talk about it. And I was like, why don't you want to talk about them? Because it makes me sound like I don't know what I'm doing right? And then we had this real back and forth conversation and I was like, but we can't just share the highlight reveals. We need to share the learnings. No one is going to hire you if you haven't been through your own struggles, if you haven't shared online. Hey, I this thing up one time, hey, I tried to do this for a business and it didn't work. Let me share with you the learnings. Let me share with you the next time I did it, how it worked, right? And I'm really honest. Like back in 2019, I started a business, I started a freelancing consulting business and within nine months I was back in the 95 because I had no clue what I was doing, tried to do my own, referred to on my own. And within nine months I was back. Within nine months, yeah, I was back in a nice guy who works IBM, great job. They knew it wasn't for me. But I share that story because actually what it makes every single woman in this room realize or every single woman that comes across my Instagram is, hey, Emma had a failed business and like, look, she's got a really great six figure business and that's nothing to do with her as a human, how she is as a business coach, how she is as a mentor. Actually, you want to see that piece so you can get deeper into the connection. So it's really sharing you the mistakes you've made and the things that you've done that make them go, oh, that's really interesting. As long as we're finishing up with and this is how I fix it and this is how I rectified it, and this is how I learned from it. The next thing I want to think about when we're deepening that connection is mirroring their desires, their languages and their beliefs.
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Again, if my sales page only says, you know, the only reason I work hard is because I want to get to know bags on private jets. A lot of you here would be like, that doesn't resonate with me. Right? Like, that doesn't resonate with me because your version of freedom might be really different to my version of freedom.
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Your version of freedom is being able to go pick your kids up without having to ask someone to take an hour off, is never having to miss a recital again. Never having to miss a football match, a music recital, being able to go on holiday when you want. Not having to pick up, like, you know, the blueberries in the supermarket and be like, oh, that feels a little bit of a stretch. Like, $7 for that, don't want to pay it.
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Like, maybe that's your version of freedom. Or maybe your version of freedom is, I'm gonna make $10 million a year and I want to fly only on private jets, and I want to be able to fly handbag every week. But regardless, if I speak your language, which is whatever freedom looks like to you, freedom to do X, Y and Z, all of you are going to resonate with that. Not just like a tiny, tiny piece of it. And all of you, coming from nine to fives, have the same belief system we all do when we were ingrained in that 9 to 5. So I know the language to use, which is you want to escape the 9 to 5. You want to shift from a good job to a great career and a great business. So being able to mirror your desires, your language, your beliefs, there's then that level of connection of, hey, Emma understands where I'm at. She understands what I'm saying. She understands my deepest, deepest desires and my biggest beliefs. And then that last piece of connection is asking questions, getting the DMS, encouraging engagement, whether it's on LinkedIn, whether it's reaching out to previous people, connecting with people.
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A lot of us think social media is just for posting photos, right? Just posting photos, graphics, carousels. But actually, it's social media. Social media wants you to connect with people. It wants you to message people. It wants you to speak to people. And for some of the women inside of this program, when we ran that challenge a few weeks ago, a lot of you were like, oh, I got this oath of, like, connecting with people and speaking with people. Wow, I really got to connect with these people. And that's what business is all about, especially in the early days. It's connecting. It's getting in the DMs on LinkedIn, on Instagram, whatever it is, it's getting in their emails, it's picking up the phone and speaking to people in your niche and saying, hey, I want to chat about this. It's that connection piece that we really, really. And that's often a really missing puzzle piece for A lot of people. And then the final piece is prime. Okay? You've got the warm up, which is curiosity, deepen, which is the connection. Now we've got prime, which is the conversion. This is such an important part, right? We need to be talking about what is possible through you, your clients, and the results that you previously had. So through you and your experience, your clients and what they can have. And again, some of you may be sitting here and going, well, I've never actually coached, I've never actually consulted outside of my own by. Regardless, you have that experience. And when I first started, I didn't have any coaching experience. I had no coaching experience one to one. But what I did have is I managed a team of 20 and I coached all of them every single day. I had one to ones of them every day. We had goals every single day. I use those as examples in my coaching to be like, hey, I got my clients, if you like X and Y, and I'll be more confident and ask her boss for a pay rise. And that's not, not true because actually I coached a lot of these women into that. So I really took what I had done previously and actually started speaking about the fact that I have done this with people. These were my testimonials. These are the things that I had done. That's my invitation to you is wherever you are, if you're like super, super new to doing this and you're like, the only examples I have are actually of working with people in my 9 to 5 call, then that, then that gets to be what your examples are. And there's nothing wrong with that. There's nothing wrong with the fact that that gets. That those get to be your examples. And that's really what we want to think about, right? Is like, how are you showing through testimonials, through your work that you've done, why you are the one. And that's what all of this work is about. This is what all this nurturing is about. Positioning yourself as the one, positioning yourself as the person that they want to go to, right? So what we want to think about inside of the nurturing is we don't. You don't need to launch to sell, right? You don't have to be like, come into my space. This is it. You need to invite people into the space. We want to invite conversations into the space. We want people to feel like, okay, actually, I'm invited into this. And again, if you were on the challenge last week, you would have seen when I was doing the pitches and conversations it wasn't selling. And one of the things I said was, my spaces aren't for everyone. My spaces aren't for everyone. They're not for every single woman, but they're for the right woman. And so will all of your offers. Your consulting, your freelancing, your coaching, your marketing offers, whatever it is that you're doing, they're not going to be right for everyone, but they're going to land with the right people that resonate with that. The people that you invite are going to go, okay, cool. Actually, that feels good. Again, if a friend said to you. If someone said to you, oh, hey, I've got two tickets to go to the opera, I don't want them anymore. Like, I just wondering if you wanted to buy them, you would either go, yeah, that really resonates me. I'd love to go to the opera. And someone's like, cool, okay, you've invited them. Let me buy the tickets. But if you don't want to go to the opera, regardless of what you drop the price to, they're still not gonna buy it, right? Even if you said the Opera tickets are $10, but they have no interest in going to the opera, they're not gonna buy those opportunities. It doesn't do anything for them. It doesn't make them feel, like, excited about food, about going to that thing. So that's what we need to think about, is, like, you can't sell to the one person. You need to invite the people in, right? So, like, I always talk about, like, ways to sell without feeling gross, right? Because sales can feel uncomfortable. Nurturing can feel uncomfortable, right? We need to think about weekly emails or, you know, daily messages or being able to say, like, the doors are open for this, or reminder we're enrolling now, or like, here are some results and like, a really simple call to action. I'm going to talk in a minute. Where you can actually nurture these people, right? But a lot of the mistakes that people make when they're nurturing is like, they're teaching too much and storytelling too much, right? They're teaching people, hey, here's how you can go from X to Y versus. This is what my client did, and this is where she was, and this is how we did it. People are hiding their wins out of fear. They feel like they're being too, too much. I was on a call earlier with a client, and she was like, I feel really arrogant selling. And I'm like, but what you're selling is the truth. You're really good at what you do, Right? But actually we need to be kind, we need to be loud. We need to be not hiding our wings because we're scared it's too much. And we need to be talking at our audience, not with them. We need to be at them as the authority. As the authority. When it comes to nurturing, conditioning yourself as the authority is where you're going to differentiate yourself. Just being like, here's another person offering something to. This is the only person who can solve that problem. Here is the only person inside of this space that can help, actually help me go from A to B. And that's the difference between just talking at them, so talking just with them, and actually talking at your audience. Right. We want to make sure that actually we're really positioning yourself as that authority. So what we want to think about is the platforms and the nurture ecosystem that we can be using. Okay, so you don't need to be everywhere. Because I get this question a lot. Like, do I need to be on LinkedIn and TikTok and Instagram and all of these things? No, you don't need to be everywhere, but you need to be where it counts and where your ideal client is hanging out. So what we need to learn is where is your ideal client hanging out? So if you are a consultant or a freelancer, LinkedIn number one. LinkedIn number one, right? Yes, Instagram is important for presence and sharing, but LinkedIn number one is going to be the space that positions you as the expert. If you can really get to a good place on LinkedIn, you are going to be able to move 10 times quicker. And then when it comes to Instagram, we need to again be thinking about how we're different, what are we doing that's different that everyone else isn't doing, right? So again, to go back to it, you don't need to be everywhere, but you need to be everywhere where it comes. So in terms of Instagram and LinkedIn, what we really want to be thinking about is how are you magnetizing people?
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So if you. Instagram and LinkedIn is one of these places where we want to invite people in to our work and into our world. So whether it's that they follow us on Instagram or whether they connect with us on LinkedIn, right? We want to be magnetic, we want to be creating momentum, right? You want to be thinking about Instagram and LinkedIn as like the front door energy. This is where people meet you, right? So like, imagine your ideal client is knocking on your front door. Are you going to open it in your pajamas, with a bun in your hair? What? What do you want? Right? Or are you going to answer it, being like, hi, how can I help you? And actually give them that first impression? Because that is what Instagram and LinkedIn you get a chance to showcase and be like, here's my front door. This is where people meet you and they're going to decide in that split moment, do they trust you to come into your house and learn about you? Do they resonate with your story? Do they do all of that?
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So let me thinking about is like, how are you different on Instagram and LinkedIn? Are you sharing spicier opinions? Are you sharing things of value? Again, all of you are going to have different clients and different things that resonate. And again, for some of the consultants and the freelancers in the room, it may be actually really an education piece around why hiring consultants and freelancers is 10 times better than hiring someone else, than hiring a new hire. And that's the way I always used to go into businesses as a consultant and a freelancer. I'd be like, hey, here's some quick maps. If you want to hire me for a six month project, this is what it's going to look like. There's no commitment. We don't have to have an awkward conversation about you firing me when it doesn't, like, we don't have to have an awful conversation about you fire me once the project ends. Like, this is what you get. And it's like, this is where you want to get to. This is where you are. This is where you want to get to. This is the project that I cannot have. So again, it's giving like spicier opinions. It's thinking about what stats are going on, like why companies are hiring more freelancers and consultants than ever before. Why actually freelancers and consultants are really like, why freelancers and consultants are like at the top of what businesses want and why they should be considering that, thinking about things that are going to land with them, thinking that are going to make people move and be like, oh, she thinks a little bit differently. She's not just posting on LinkedIn going, hi, I'm a freelancer and I'm looking forward, right? Boring. You want to be making them feel something when they're looking at it being magnetic and being in momentum and sharing and sharing consistently. And again, I get this question around the nurture, like ecosystem, how often is consistent? How often should I be checking in with people? You need to find the flow that works for you.
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So if you say, right, I'm going to commit to posting three times a week on LinkedIn. Don't post for like seven days, for two weeks and then completely ghost. Consistency on all of these platforms is so important, right? So Instagram, LinkedIn consistency in the algorithm is so important. We also want to be giving a people reason to move, right? So like, call to actions. DM me ready polls really critical to actions of. Hey, you want to book a call and find out how I can support you in your business as a consultant? You want to book a call to see how I can get you from A to B? Let's get on a call here. Here's the sign up link. Here's what we're going to do. Get them to move. The second thing in the nurture system is email, right? Which is, which is a place that we can go a little bit deeper and again, give people a little bit more direction, right? So I always think of a mailing list as like an intimate list. It's like your VIP circle. People who are like actually ready to move and interested, right? So the great thing about a mailing list is, and it's really funny to say this, when people don't unsubscribe, I'm like, oh, so you are interested. It's just not your time to move, right? Because I unsubscribe to everything I'm not interested in, right? And when I send out an email and I see people haven't unsubscribed or they opened it, I'm like, cool, what do you need to move a little bit more? You open every single email of mine. What is missing? Like, what is missing that you're ready to move? And sometimes I will send an email and be like, hey, I see that you've opened the last five emails. Can I support you with something? Right, this is like a, this is the place where you can be audacious. This is where people have given you permission to land in their mailing list, right? So what we want to be thinking about is like, what is the flow that we're doing? And what we want to be thinking about is like, there's a story, hey, this is how my client did this, or, hey, this is my journey and this is what I've been doing. The second step is like the value of like, what value can you add to them? Hey, my client went from X to Y. And if you're looking to go from X to Y, here's something you can do. Or I was a consultant and I was working With a company that we're currently doing X, now they're at Y. If you're looking to do something like, this was about this one big thing that made such a big difference. And let me know how you get on. And then at the end, and if you want to really bring someone in who can help you drive xyz, let's make a call, invite them to something. Invite them to do something, right? I want you to think about, like, again, this being the VIP inner circle list where people are actually excited to work with you and they're like, oh, my gosh, I've signed up to this for a reason.
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Something else that I'm seeing that's really, really popular at the moment is creating more intimate spaces for your clients. And again, this may not work for every single one of you, but it will work for a lot of the coaches.
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So it's thinking about Telegram or WhatsApp spaces. It's like a hotline, right? It's like where people can come in. These are, I would say these spaces are reserved for your most activated members of your audience, right? The people who are, like, almost ready to move but need a little bit more pushing, need a little bit more view time. Again, going back to. They need to understand the safety. Do they trust you? This is such a great way to get people into your world for them to hear your voice, for them to see you, whether you're sending videos, for them to, like, drop into your energy really, really quickly. Right? You could also offer inside of these spaces, Flash offers early access, community only things.
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And this is what we want to be thinking about when it comes to nurturing. It's like, does the telegram or WhatsApp work for you? Yeah, it may. As a consultant, it may not. However, what we can leverage more as a consultant is like the LinkedIn side of things, where actually we can really build you as an expert so that you don't have to be constantly just DMing and messaging people. They come to you. So there's lots of different groups depending on the way your business is set up and what it is that you're creating and what it is that you're doing. Right? So this is what we want to be thinking about. Michelle, for example, one of the things I know we've spoken about is obviously your local community, right? The people in your local community. So maybe there's an opportunity for you to create a local community Facebook group, a local community, WhatsApp or Telegram, where people can come in and share their wins and see what's happening, and you can actually be the person that's driving this. And again, you have clients in there who have worked with you that are like, yeah, you know, like, actually, yeah, things do feel a little bit slower here. But actually, like, Michelle implemented this really cool thing, and then you can do, like, riffs on it and be like, yeah, if you want to. If you want to drive more traffic, this is one thing that you can do. Like, you can build a community within an already existing community because no one else is doing, right? Emma Clark, for example, when we think about, like, moms, right? Like, moms are desperate for community, right? We know this, we've spoken about this. So it's actually like creating a free telegram group where moms can drop in and hear you riff on your morning walks and get a bit of, like, your energy. You can share screenshots of other mums who are like, oh, my gosh, Emory implemented this thing that you spoke about. I can't help you. My head's never felt better. And you're like, this is what I sent again. It's like a freebie center. There's something that you can create and build around that, right? Then the final thing we want to. The final thing that we really want to be thinking about is how do all of these work in terms of how you're available to show up and what feels good. Like I said to you, not everyone LinkedIn is going to be good. Not everyone Instagram is going to be good. Email might not work. Telegram or WhatsApp might not work. But what I want you to all think about is how do your ideal clients want to be sold to? So, for example, if you're a consultant or a freelancer, they probably appreciate a more direct reply. A more direct response, right? They may not need the safety nurturing, they may just need cool, can she get us from A to B? And actually, is it going to be worth investing 10, $20,000? Actually, can she get us to where we need to get to?
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And a lot of that is going to come from positioning yourself as an expert on LinkedIn, positioning yourself as it. It's probably not going to come through telegram groups or nurturing it that way. But regardless, if we can get them into something, then we can nurture them, right? So if you think about LinkedIn, if you get them into, hey, here's a freebie of like hiring your first consultant. They download that freebie, they're on your mailing list. Or if you've been thinking about an employee versus a consultant, this is what we should be looking at, or if you're actually talking about the specific businesses, it's like, here's how I help X Company overcome this, right? This is the framework I put together. If you want it, like, let me know, right? So we need to be thinking about a value side of things. And everything we're doing, Instagram, LinkedIn, email, Telegram, WhatsApp, we have to be giving more than we're taking. I was on a call with one of my mentors, like, three weeks ago. It was a group call. And one of the things someone asked in the space, and it really, really stuck. She was like, why do you give so much stuff away? Like, why do you give so much stuff away for free? And she's like, because I believe you should give more than you take. We need to be giving for people to actually see the value that we can add. And so many women who come into my space and speak with me, like, I've been running my business for four years. I've been selling and all they are selling with, I can do this. I'm really good at this. I can do that. There's no, here's what we can do for you, here's what you need. And we actually talk about us more than we talk about them.
Right?
We actually don't speak about them. We speak about ourselves. And this is where the narrative really needs to change when it comes to nurturing people in the intimate list and the VIP circle and the telegrams and the linkedins, yes, they want to know about you and your story, but they want to know how you can help them. It's not, I help you do this. It's you're gonna go from X to Y. Your business is gonna thrive. You're gonna do this. You. It's all about you, and it's about the consumer, and it's about the customer. So what I want you to think back is, like, when it comes to, like, your sales pages or your messaging or when we're nurturing people, because again, sales pages is about nurturing as well. Are we talking about I or are we talking about you? And again, every time you're showing up in Your Spaces, on LinkedIn, on Instagram or email, wherever it is, I want you to catch yourself and be thinking about, how do I talk more about you? You. Okay, so I want to give you a little bit of a framework around how we can start doing this on your given platforms and a bit of, like, a weekly nurture flow. Okay, So I would start with this on a Monday the content type we're going to be thinking about is belief shifting, right? So we want to reframe their limitations. So whatever that looks like. Again, the consultants and freelancers out there, it's thinking about actually why hiring a consultant is better than hiring an employee, even if you thought otherwise.
Right.
Or here is how you're actually going to be a present mom and be able to do things, but not while your child just sleeps.
Right?
Or, you know, when moms say you have a kid, your whole life is over. Like, how do we reframe that limitation to go, hey, actually my life is just starting, or, you know, even around the limitations of I don't have all of this money to invest. Okay, cool. Well, actually, I. I have offers that start at X, Y and Z. We need to reframe the limitations that they are putting on themselves. This is also known as, like, objection handling. And we can do a lot of that through the content. The second thing we want to be thinking about on a Tuesday, for example, is like, value teaching content. So this is an opportunity for you to show your method, to show your magic, to really show, like, why you are the expert in your plants, why you are the expert that can help them get from A to Z. So the value teaching them, showing your method, showing your magic, working them through how you work. This is so important. Wednesday is going to be around, like a personal story. So letting them connect to you, getting them to connect to you. And this really goes back to the story, right? It really goes back to the story piece on Thursday. We're going to be thinking about is like client proof, normal, normalizing results, share results, talk about experiences that you've had with clients that have really, really worked. Social proof is the number one thing that is going to get people to move. Social group is the number one thing that gets people to go, okay, she's done this. And it shows people that you are who you say you are. Because anyone in this day and age got an Instagram profile and go, hey, I'm going to help you scale to $100 million years. And if they have no social proof, we live in a world where it's so easy to do that. So screenshots, video testimonials, anything that shows, wow, she can really get the results she says that she can get. And then the final day is bringing them into it, really sparking their interest, really getting them to feel like, wow, this is so exciting. What hooks are we using again? Going back to, oh, my God, same moments. There's moments where she's going to read that message or read that email and go, oh, my gosh, I feel exactly the same. I know exactly what she's talking about. And again, even if you're a consultant or freelancer thinking about going on LinkedIn, which is like, I remember a time when I did X, Y and Z. I, I was, I remember a time where I was in a business and I was, I was asked to hire a consultant and freelancer for the first time. This is what it looked like. This is what happened. Or I remember when we were trying to implement this new thing, this is what happened. Have you ever experienced something like this? Like, let me know, get them engaged, spot their interest, get them to understand.
Right.
And this is, yes, a little bit of a problem play. But all of you know the ins and outs of your business is super, super well. And you're gonna know what your ideal client really, really wants based on the market research, the conversations you've had. My biggest thing is always, if you have 20 minutes, 30 minutes a day, create a really quick piece of content, but also be connecting with people the best way to nurture. I spend a lot of my time throughout the day messaging people, connecting with them, saying hi to people, following up with people. Connection is the most important part of any single business and nurturing is also the most important part. And so many of us don't do that because we're so focused on bringing more people in the top end of the funnel and that we actually forget there's so many people in our funnel already. There's so many people in our world. And I was having, I was having a VIP day with Michelle the other day. We were talking about it and I was like, right, where are the easy, quick wins? Who are the people? And we actually identified like a bunch of people. By the end of the day. She, like, reached out to these people and was like, oh, my gosh, I'm actually messaging these people. That was so close in your eyesight. When we're so laser focused, it's hard to see who's acting actually around us. And again, Emma Clark. We also had this conversation where it's like, cool freelancing. Who could be my first freelancer? Actually, it's my existing company. I'm going to quit and then I'm going to come a freelancer for them. Like, it's so obvious sometimes, but we sometimes go like, let me bring in all of these new people. When actually we have existing people in our world that need what we have, that we can nurture, that we've already built relationships with. So we really want to be thinking about is like, how do we every single day in the content when it's the warm up, the deep and the prime, how are we nurturing these people day in and day out, Right? So what we really, really want to be thinking about is and these are kind of some things for you to think about over the next week or so. It's like I want you to audit your platforms of like, where you're showing up, right? And if you're really, really new, absolutely fine. I feel like I hadn't even posted. Deanna. That's fine. What we want to be thinking about is if you are currently posting, where are you showing up and where are you ghosting? Like, where are you showing up and where are you going? Are you ghosting your mailing list? Are you Ghosting people on LinkedIn? Are you ghosting your Instagram, your stories? And if you are really new, I want you to think about where do I want to show up, where feels good for me to show up. I've had a few people ask me about TikTok, right? I don't like TikTok personally. For me, it doesn't feel feel authentic to me. It doesn't feel good for me. Something I've tried back and forth but it doesn't quite land with me. But again, I'm not ghosting it because I've decided it's not going to be part of my strategy. But then I have to look at Instagram and LinkedIn and say, oh, am I speaking to people enough? Am I engaging with people up? Am I doing enough inside of that space? Does that feel good? The next thing we want to think about is like, I would be thinking about two primary platforms that you're going to commit to showing up consistently. I know for a lot of you it is Instagram and it is LinkedIn. I would also think about adding email onto that. I see email as a slightly different one. So I'd probably be picking two platforms to consistently shop customers.
Right.
If it feels relevant and good for you, I'd be thinking about creating a link to a Facebook group or a telegram group or a WhatsApp group. Anytime someone downloads your freebie, could you put them in there? Or anytime you meet a mum at a mom's group, you can say, hey, I'm building out this free WhatsApp group for months. Doesn't necessarily have to be a space. It's like I'm going to sell in all the time you're creating community and you're nurturing. When you have people inside of that space and you have offers to drop and to share, that's always going to be a good place to go back to, Right? And then my final piece for you, I want you to start thinking about how can you send one direct invitation, two direct invitations every week? And when I talk about direct invitation, these are literally people where you will send them an invitation to come into your program, to come to you. I'm not talking about, hey, I've seen your profile. I'm interested in it, or hey, do you want a freebie? This is literally like getting in front of people, right? And this is how you're going to start shifting from an audience that says, like, oh, my gosh, Tiffany's been in my head all week. Oh, my gosh. What she's been posting has really been resonating with me too. What Tiffany posted really resonated. I need to work with her. How do I sign up? That's how we shift these people, right? Because nurturing is the way that we take someone from, oh, it looks interesting, to what she's. What she's doing to oh, my gosh, I need to be inside of a program right now. I need to be inside the program right now. How do I work with that?
Right?
Nurturing isn't just about making as much noise as possible and being as loud as possible. It's about leadership. It's about you leading. It's about you building momentum and you building a movement and leading away.
Right?
Because a lot of the people inside of your spaces, whether you're on LinkedIn or whether you're on Instagram, whatever it is, they're already watching me, right? Some of the first consulting jobs I ever got were from LinkedIn for people that I didn't cold message or didn't connect with, they already watching. And when I reached out to them and I was like, hey. I'm like, I'm a freelance man looking for this. They're like, oh, my God, I've been watching your journey. It's been really cool. And I'm like, you have? How are you watching me? Because you haven't engaged with anything. You haven't downloaded anything. And they're like, they're already watching, right? And I shared this story with you ladies before, I really want to remind you is when I started doing some market research at the end of last year in August, I reached out to this one woman I'd never spoken to before. She looked like she could be an ideal client. I was doing Some research. And she responded to me saying, hey, yeah, I seen all of your posts. I see you on Instagram. I stalk you. And for the life of me, I could not find her on any of my email platforms. She didn't follow me on Instagram, nothing. And I was like, where have you been? She's like, I've been seeing everything you've been doing for the last year. And then she got $20,000 a month with me. And I was like, where have you been?
Right.
But there's a version of me that could have gone, okay, well, this one is never really engaged. Probably not going to buy for me. There's no point. But the reality is, like, people are watching me, and you're nurturing people in a way that maybe you don't even realize. She was like, oh, my gosh, your series about this and your post about this. I was like, and your podcast I listened to. And I was like, wait, where have you been seeing it? But I've been nurturing people that I don't even know know that I exist. And you've all been doing the same as well, inside of your spaces, inside online, you've got a presence on LinkedIn. Even if you've been posting the smallest things, your name will be in conversations. Your name will be at the top of the people's heads. So this nurturing piece is not just about noise. It's about leadership.
Right?
So what we want to be thinking about, and actually, I'm going to talk about next week, what we really, really want to be thinking about is like, how do you want to nurture? How do you want to show up every single day in a way that feels really good, but that you know is going to align and land with your client? What do you want to do that feels so good and so exciting? It doesn't feel like a chore. It's not like, I have to post today. Oh, I have to shop in the telegram group. Like, wow, I get to do this. This is so exciting. I love dropping voice notes in my telegram groups because they feel so good and so fun. I love doing X, Y, and I love showing up in the space. So this is what we really want to be thinking about when it comes to nurturing.
