Scale Like A Girl Ep 3 - Why Type B Content Creators Make More Money Than People Posting 10x A Day

I've got a secret. I do not care whether my posts get engagement. Now look, my ego cares. Sure. Obviously my ego cares. My ego would love a viral post. Thank you very much. But my business does not care, and it hasn't for a very long time because a while back I worked out there are actually 2 completely different ways to do content. Neither one is wrong. They just suit different people. And I had been sitting there for years trying to force myself to be the first type. I call them a Type A content creator. When everything about me and everything about my business was definitely the second one, type B. And almost nobody talks about the second one. So today I'm going to.

Build it, automate it, scale it. This almost feels too easy. Time to build a grown-ass business. The Doing It Online podcast. Here's your host, Kate McKibbin.

Hey, hey there. I'm Kate McKibbin from hellofunnels.co and welcome to a very special pop-up miniseries of the Doing It Online podcast. This is Scale Like a Girl, episode 3. If you are just joining us, go back and listen to the previous episodes cuz you're gonna wanna take some notes. All right, let's talk about the Type A way of doing content. So Type A content creators, and let's be fair here, they usually freaking love making content. They spend a lot of time on it. They geek out about it. They get genuinely excited by new updates and new features. They wanna know the latest of everything. They cannot wait to try a new trend the second it drops. They also seem to have really, really good hair, but that might just be a coincidence. Have you noticed that? It's kind of a whole thing. Anyway, what happens is Type A content creators, they create a lot of content. They get some good virality. They stay on the right side of the algorithm. They post constantly. And guess what? It works. I was just at a mastermind and Maria Wendt was speaking and she was talking about how they're posting almost 10 pieces of content a day. 10 a day. And her number one piece of advice for growing your business, making more sales, is this: post more. And it works for her. Obviously it works for her. She's doing extraordinary numbers. She is clearly a Type 8 person. Her business took off when she committed to going all in. All in on creating content, growing her following, getting a lot of organic reach, and posting a shit ton. That is pure Type A, and it is completely legitimate way to build a business. But I want you to hear the other half of that. She also has a team of 9 people helping her make it happen. 9. Because 10 pieces of content today is not just a content strategy, it requires a full-on production department. So if you are Type A and you love it and you've got the team or you're building towards it, go wholeheartedly. It works. But that was not me. And if you're listening to this episode, I would guess it's probably not you either. And here's what I see as well. People who are not Type A are out there forcing themselves to try to be Type A because they've been told it's the only way that works, making themselves miserable trying to post more, be everywhere, chase the trend, learn the features, and feeling like a failure when they just can't sustain it. And it's not because they're lazy or undisciplined or just bad at content. It's because nobody told them that Type B was even an option. So let me tell you about being a Type B content creator. Type Bs, we're strategic. It's not about posting more. It's definitely quality and strategy over quantity. Now that does not mean each post takes longer or needs to be a whole scripted production, by the way. That's the assumption people make. It scares them off and it's totally wrong. What I mean is having very specific types of posts That are connected to a bigger strategy sitting underneath them, and that's the piece making it work. And here's the part that messes with people's heads. When you are doing Type B properly, you can put up a post and it'll get 3 likes, but that same post can be the thing that helps you make a sale, $5,000 offer right off the bat. 3 likes in, real money out, because the post itself isn't doing the selling. The strategy underneath it is. Now look, I know the ego bit is lovely, right? I'm not above it. It's nice to post something and watch a whole pile of strangers tell you how wonderful you are, but we're business owners and the thing that actually matters to a business is sales. Now, more people are becoming aware that Type B exists, which is good, but the problem is what they're being told about it or what they can actually see about how it works. So people are out there saying you've just gotta fix your messaging, you gotta post more authority content, right? Set up your ManyChat, do this, do that. And here's the thing, none of that advice is wrong. Every single one of those is a very small piece of the puzzle, but that's what they are, pieces. You're being handed one piece at a time by one person at a time, and each time you're told that piece is the answer. So you go, you do it, you maybe update your messaging, you spend a weekend on it, and then nothing much changes, and you assume you did it badly, but you didn't. You just did one thing inside a system that needs Multiple things working before any of them are gonna pay off. And that is why this is so frustrating because you are not failing at it. Nobody's showing you the full picture. So let me show you that picture right now. If you wanna grow your business, feed your funnels, have successful launches, and make lots of sales on maybe 3 or 4 posts a week, you are gonna need 3 things. And I'll give you the punchline right up front because the whole point of this episode, the bits that everyone talks about. The ones that everyone is sharing as the solution, they are actually the least important ones. Okay, layer 1, what people can see. So layer 1 is the visible bit. It's the part anyone scrolling is gonna notice, and it has 2 halves. Half 1 is the posts themselves, and there are 2 different types of posts. The first ones have call to actions. These are the posts that get someone to opt into something, put their hand up, say, yes, I'm interested, take a next step. That's the post that moves someone into the next layer. The second kind generally has no call to action at all, and these are the ones that people write off. So pay attention. These are the posts that sit in between. They address objections. They make someone go, oh, that's me. They get people resonating with you, selecting themselves, coming on board with how you see things so that when that next call to action post shows up as they're doom scrolling or an email lands, or maybe they see an ad, they're already halfway there. So they're way more likely to act. I think of these as warmup posts. They're heating people up, but underneath them visibly nothing really happens. Sometimes someone will slide into your DMs off the back of one if DMs are part of your sales process, but often it's nothing. Someone could look at that post and go, well, that one flopped, but they'd be completely wrong because it was doing one of the most important jobs in the whole system without any reward. So half 2 of layer 1 is actually your profile. Setting up your social media profile so that it's its own mini funnel. Strategic highlights, a bio that's working overtime, the right links pointing at the right things. There's a science and an art to doing that well, and it's genuinely hard to explain over audio, so I'm not even going to try. But it isn't difficult, and you do it once properly and then it just works. Now, those 2 halves are what most people picture when someone says, make your content strategic. That's it. That's a whole conversation usually. And here's what I need you to hear. If you only do layer 1, you'll not get very good results. You'll get better results than random posting, sure, but not the kind of results you're after. You need the next 2 layers. And the good news, well, the very good news is you set both of them up just once. Okay. Layer 2 is the automations. So yes, this is your ManyChat and things connected to it, but we're gonna go way past the standard version. The standard version is someone comments a word, they get a freebie, they get a reminder, done, right? And that's fine if you've got a lot of traffic. That's also where nearly everyone stops. What we wanna be is actually filtering and segmenting people strategically so you get way more bang for your buck. We wanna be able to tell who is actually an ideal client for your bigger offers and then make sure those specific people are getting the information they need and seeing the things they need to see To be ready to say yes to something more substantial, not just the $27 thing, the real thing. And here's why this matters so much to me right now. A big part of my own growth strategy at the moment is shrinking one specific number, the time between someone discovering me and somebody being ready to buy. That gap is where most businesses quietly lose most of their money. The old way of doing things takes them about 11 months to get there. Layer 2 closes that gap. Layer 3 slams it shut. So layer 3, the echo chamber. So this is my favorite one, and this is the thing I cannot wait to be building with people, and I'll come back to that in a second. Now, most people can get this set up in a few hours. It is not expensive, it's not technically difficult, and about 30 days after you switch it on, you are gonna see a real difference in how everything else is converting. Here's what it is. It is a small, very deliberately chosen set of ads. Low budget, and I mean low, we're talking around $10 a day here. It runs always. It doesn't get turned on or off around launches, and it goes only to people who are already showing your most important interest signals and buying signals. People who are already in your world, already paying attention, already slightly warm. I call it the echo chamber because the effect is that the people who matter most to your business start seeing you everywhere. Not strangers, but the algorithm's random selection, your people. Now I wanna be straight with you about one thing. The budget is small, but the ads are very deliberate. If you put the wrong ads in there, it will not work at all, and even that tiny $10 will be a total waste of money. There's a specific mix of what has to be in there doing specific jobs in a specific order, and if that mix is wrong, you're just spending $10 a day to be mildly annoying. Get the mix right though. Here's what we're seeing. People who would normally take 3 months, 6 months, sometimes longer to be ready to invest properly, They're signing up in between 10 to 14 days. And when I saw how well that was working over and over, that was one of the very first things that made me go, right, I need to get off my butt and I need to create this new program because this is what's next. This is the actual next important thing. So that's the shift I want to leave you with. You're probably not a failed Type A content creator. You're a Type B who was never told how to do it properly. 3 or 4 posts a week, connected to real structure and strategy underneath will beat 10 posts a day with nothing behind them every single time. Plus, you get your life back. Now, if you missed the last episode, let me give you a quick rundown of something very exciting. I've just announced something that I've been building quietly behind the scenes for months. It's a brand new program called Scale. It's brand new, high-touch, designed specifically for coaches and course creators who are ready to grow properly without the whole thing needing more and more and more of them. And the echo chamber, along with the layers I've just talked you through, is one of the first things we will build together inside it, step by step, one piece at a time, with every tool prompt you need to do it properly. The first round is a pilot round, and we're capping it at 20 people. Everyone in that pilot gets the best price this program will ever be locked in for as long as they stay. And if you'd like to be in the running for one of those 20 spots, the link is in the show notes below. Pop your name on the waitlist. And keep an eye on your emails because that's where all the details will land. Alrighty, that's it for today, guys. I'll see you in the next episode.

That's it for this episode. Now go build it, automate it, and scale it. I love the show, guys. You're awesome. For more strategies and resources, visit hellofunnels.co.