This episode is my version of a “can I be mean for a sec?” text.

I’m sharing the types of Instagram posts that might look like a win because the algorithm loves them… but in reality, they can hurt your business, alienate your audience, and leave you wondering why the likes aren’t turning into sales.

Inside the episode, you’ll hear:

• The 4 types of posts that do more harm than good (even if they get big engagement)
• Why these trends are so tempting — and why they don’t actually work long-term
• What to focus on instead if you want content that leads to trust, connection, and sales

It’s a little ranty, a little “I’m not mad, just disappointed” mom-energy, but mostly? It’s a permission slip to stop chasing vanity metrics and start creating content that actually converts.

MENTIONED IN THIS EPISODE:

• Content That Converts - multi-platform marketing strategy and messaging memberhsip
• Buyer Journey Content Map - If you’re tired of chasing trends and vanity metrics, the Buyer Journey Content Map will show you what to share instead.

Today's episode is gonna be a little bit different because

2

I'm feeling a little ranty.

3

I wanna share the posts that I

absolutely hate seeing on Instagram

4

that are just not helpful at all

for your business, even though they

5

might get you the vanity metrics

6

feel like it's reinforcing the effort

that people put into these posts, but in

7

fact hurt businesses and alienate leads.

8

Let's get into it.

9

So for the past couple of weeks on

the podcast and in the online space

10

in general, I have been talking a

bit about how buyer behavior has

11

changed and how Instagram strategy

has changed, especially if you are

12

an entrepreneur who is short on time.

13

Those changes just need to be made.

14

And today I wanna talk about

15

Instagram specific, well, social

media specific marketing trends.

16

It could be prevalent on

other platforms as well.

17

It's not something I super pay

attention to on other platforms.

18

Not that I'm on all platforms, but

I notice it a lot on Instagram.

19

And it's really, really gross.

20

So these are the posts that people

share because they get those vanity

21

metrics that you want for social media.

22

Like you get the views, you get the

engagement, but that doesn't mean they're

23

helpful for your business, especially

when they end up alienating audiences

24

instead of building the trust and the

connection that you need for it to

25

actually be helpful for your business.

26

And these things that we know we need

even more of now that buyer behavior

27

is changing and it's taking longer

for people to have that trust and they

28

need more and more of it before they're

ready to invest or buy something.

29

In general, yes, shifts

in content are normal.

30

The way we phrase things, the trends the

angles we use in our online marketing.

31

That's all part of how online

marketing works, right?

32

As an example, a few years ago, I

would've shared a carousel that said

33

three ways to get more followers, and

then listed 1, 2, 3, if I shared the

34

same content today, I would probably

start it by saying the three things I

35

swear by for getting 30 new followers a

day as a certified Instagram strategist.

36

Okay, so it's the same idea.

37

It's just dressed up differently.

38

That kind of shift is not new.

39

That's normal.

40

These shifts are normal, but some of these

newer trends that we are seeing are so

41

manipulative and harmful, and I hate them.

42

Okay.

43

They cross that line into flat

out manipulative, and it sucks.

44

So if this episode comes off as a little

ranty or gossipy, it's just because

45

I'm so annoyed and really disappointed,

which feels like such a mom thing to say.

46

Like, I'm not even angry.

47

I'm just disappointed.

48

But I literally am.

49

Consumers deserve better.

50

And we deserve better too.

51

'cause I'm seeing a lot of this in the B2B

space, specifically with bigger creators.

52

And because it is a trend, there

are smaller creators and smaller

53

businesses hopping on it too.

54

But I hate to see it.

55

I really do.

56

And I don't want us to copy these trends

thinking, you know, this is what I have

57

to share to kind of make a name for

myself on Instagram or wherever else,

58

or share content that actually helps my

business because you absolutely don't.

59

In fact, it can be harmful.

60

And let's get into why.

61

And I do, I understand

the why behind it, right?

62

Like these posts, they get views,

they get the engagement, and as

63

online business owners, part of

the goal of our marketing is always

64

to build awareness for our brand.

65

So these seem to be doing that.

66

So that part.

67

In theory is good, but the other goals

for online marketing are getting leads

68

for the brand, nurturing our audience.

69

So those leads turn into paying

clients or customers, right?

70

These posts don't do that.

71

They might get visibility because

of how they're worded, which

72

we'll get into in a minute.

73

But the end result, if it's not

leading to leads or clients, are

74

these the views that you want?

75

No.

76

No, they're not.

77

And honestly, these posts leave

such a bad taste in my mouth.

78

They give such a bad impression

of online marketing, and I hate

79

that I have seen more and more

of these, and it is so gross.

80

It's honestly one of the reasons,

not the only reason, but one of the

81

reasons that I'm stepping back from

Instagram more, spending less time

82

there, spending less personal time

there, like business time there.

83

It's taking definitely a.

84

Backseat as far as my online marketing

strategy grows, and it's, this is

85

one of the reasons why I don't want

to be in that kind of space anymore.

86

And like I mentioned before,

buyer behavior has changed.

87

So we know we need more touchpoints

with our audiences, we need more

88

trust, we need connection before

someone is ready to invest.

89

So if you're considering hopping on one of

these trends of these posts that I'm gonna

90

get into in just a minute, I swear I will.

91

I think it is more important

than ever to double down on your.

92

Own messaging, your unique selling

propositions, having that strong

93

messaging for you so you don't have

to rely on these icky marketing trends

94

that end up alienating people just

because other people are doing it.

95

And just because you do get

those rewarding vanity metrics.

96

But vanity metrics are

not the end goal here.

97

Okay.

98

So the first one that I wanna share that I

see so much of that I really, really hate.

99

As the outrageous income claims, I

feel like you've probably seen these.

100

Oh my gosh.

101

Please make it stop.

102

Okay, so you might be like

sydnee, why do you hate these?

103

What's going on here?

104

Let me tell you.

105

Please, let me tell you one, they

are usually straight up lies and if

106

they're not lies, they either leave out

so much information that it is still

107

incredibly misleading and I hate it.

108

And if you're thinking

Sidney, how do you know that?

109

How could you possibly

know that they're lying?

110

Actually, I have facts.

111

You can look up the income for most

online business owners in America,

112

and it is just under $60,000.

113

I believe.

114

I was talking with Maggie Patterson

about this a couple episodes ago.

115

Listen to that episode.

116

Read her book, staying solo.

117

She has all the information

cited there, but again, you

118

can just Google it yourself.

119

For all of these people to be claiming

they are constantly having like

120

20 K months hitting six figures.

121

As online business owners, they're

either flat out lying, trying to sell you

122

whatever system or template or whatever.

123

Using this as like authority,

building content, trying to sell

124

you this dream of what they have

because obviously we want the system

125

or template to make more money or.

126

They're leaving out so much information.

127

Like when, when did they

start their business?

128

Was it before like everyone and

their mom started an online business?

129

And when it was really easy to

grow your list and convert leads,

130

do you have a really big team?

131

How much are they spending on ads?

132

So much information is being left out.

133

Drives me nuts.

134

And it's so misleading.

135

When people are sharing these

promotional posts trying to sell you

136

their system, they're coaching their

templates saying, oh, I did this.

137

You can do it too.

138

You can reach your 20 K months

with my blueprint or whatever.

139

They're either lying, you are

not giving the full picture and

140

they're not telling you how much.

141

And again, I get why they do it.

142

It's authority building.

143

They're selling you this dream.

144

They're selling you that big

transformation like I did it.

145

You can too.

146

And obviously we're online business

owners, we want more sales,

147

like, yes, please sign me up.

148

I have things I need to pay

for and I need money to do it.

149

But it's just so disingenuous and

I hate it because lies, lies, lies.

150

And the amount of context and nuance

that is left out is kind of a theme

151

you might pick up on with all of these

posts that I'm gonna get into here.

152

The lack of consideration.

153

The lack of nuance.

154

The lack of context.

155

Again, I'll get into that with

all of 'em, but yeah, you'll

156

definitely pick up on it for sure.

157

The next post that I see a lot

of that I don't love at all.

158

It is not really any specific

kind of post, it's just like

159

this general recycled content.

160

All right, and I debated including

this one because I feel like a

161

lot of people might hate it, but,

162

but please, please hear me out.

163

Whether everyone's using the same hook,

because you know, those few influencers

164

will say, you'll go disrespectfully,

viral, if you will, or telling you

165

to hop on a trend before it blows up.

166

All of these posts end up saying the same

thing, but also nothing at the same time.

167

'cause they're all very

surface level and very fun.

168

And while there's absolutely a

place for that, if your whole

169

strategy revolves around copying

these hooks and trends and things,

170

that's not a strategy And I get it.

171

They're easy, they're fun.

172

Those trends tend to get more reach and

more engagement, and it's a good time.

173

And if you love doing

them, I love that for you.

174

But please, please, please

make sure underneath that

175

you have your own strategy.

176

You have your solid messaging that makes

you stand out from everyone else using

177

those same hooks and those same trends.

178

And I'm not talking about generic

pain points in the surface level.

179

Like I help whoever's statements, I

mean, dig deep kind of messaging you.

180

you need to be building that authority.

181

You need to be creating connection and

building trust if you want these to

182

actually lead somewhere, I think these

are really great for top of the funnel

183

kind of content, okay, for visibility.

184

But with any kind of visibility, you still

have to make sure your messaging is there.

185

So the visibility you're getting

is from the people you want to see

186

it, the people who are most likely

to go towards the bottom of that

187

funnel and actually buy from you.

188

So it's not that these are horrible.

189

But I think we tend to lean

on them a little too much.

190

And the same goes for like AI generated

content as well when we just pop in

191

like, oh, what should I post today?

192

And again, I understand like part of it is

the hooks and trends and things are fun.

193

And if you don't have a post planned,

it's so easy to pull up Instagram and

194

find one of those and just like quickly

whip out a post so you can cross social

195

media off your to-do list for that day.

196

110% understand that we are stressed,

we are tired, we are overwhelmed.

197

We wanna be able to make things

as simple as possible so we can

198

address everything else that we have

to get done in any 24 hour period.

199

It's a lot.

200

And again, that applies to AI too.

201

It's so easy to go to chat GPT and

be like, what should I post today?

202

The thing is.

203

That doesn't mean it's a whole strategy,

and that doesn't mean it's super helpful.

204

I think doing less content more

intentionally is better than hopping

205

on endless trends and reusing these

recycled hooks with sharing surface level

206

kind of content that And like I said,

yes, these definitely have their place.

207

I'm not saying never do them.

208

I'm not saying you can't do them

i'm just saying be careful of

209

how often you're doing them.

210

Have the deeper messaging and

strategy behind it so that it actually

211

works with everything else is all.

212

Okay.

213

You gotta have those differentiators.

214

You gotta have that solid messaging.

215

People rely a lot on AI

content, on these quick wins

216

for content just to get it done.

217

Just to have something to post.

218

And I'm not trying to shame

anyone that does this.

219

I completely understand why we do it.

220

I've done it too for trends

and things and ai and it's that

221

vanity metric payoff, right?

222

For the trend specifically,

you know, it's right there

223

calling to us and it's also fun.

224

Like if you see a trend and you

wanna hop on it, if that's your vibe.

225

Yes, absolutely do it.

226

When it comes to AI specifically, I think

especially for my business owners who

227

are non business owners, we again have

so much going on, why would we not take

228

advantage of this tool that's sitting

right there that can just easily get some

229

content done for us so we could move on

to whatever else we have to do today?

230

I completely get that.

231

It's so nice to have that

tool in your back pocket.

232

It's so nice to have a post plan for

you either using AI or opening Instagram

233

quickly, finding a trend and hopping on.

234

I get it.

235

I've done it.

236

And fortunately this all comes back

to that foundation of messaging.

237

If you don't have that deeper level

of messaging that understanding of

238

it, it's just content fill in feeds.

239

That's not actually saying anything.

240

It's not bringing your audience anywhere.

241

It's not.

242

Even bringing the right people in for that

top of funnel content that I mentioned.

243

And again, I really wanna stress this.

244

I understand we are all

exhausted, we are overwhelmed.

245

We just wanna get this done

to get other things done too.

246

And the great way to do that is if

you have your messaging down, if you

247

have a strategy down, if you have a

better plan of what to say and when,

248

so that it actually leads somewhere

to the next step of the buyer journey.

249

We don't want it to be the same old

thing everyone is sharing, especially

250

right now when we know that buyers

need more connection and more trust

251

and more touch points before they're

gonna be ready to work with you.

252

And again, Instagram and the internet

in general is just a very loud place.

253

And like I said, find a hop on trends.

254

Find to use them.

255

I'm not saying never use trends

or those hooks, but I'm saying

256

that cannot be your whole strategy

if you want it to actually work.

257

If you are doing it, make sure you're

somehow differentiating yourself,

258

putting in your unique messaging in

there so you can draw your specific

259

people into your online world.

260

That's the most important piece

that I see constantly missing.

261

And I don't want you to hear this

and think, oh my gosh, every post

262

has to be absolutely perfect.

263

It's strategized and so important.

264

No, absolutely not.

265

I've shared so many posts that

don't do that, and I think

266

that's fine to do sometimes.

267

Not everything has to be perfectly planned

and thought out and strategized, but I'm

268

saying there has to be something somewhere

that ties most of your content together.

269

So have the one-off posts that are fun

and just show your personality because

270

it is fun to do those and it can generate

engagement and get you views, but don't

271

rely on it as your whole online marketing

strategy is all I'm trying to say.

272

The third type of post that I hate seeing.

273

I was actually just talking to

a couple people last week about

274

this type of post and how much we

hate it as well, and that is the.

275

Kind of absolutist posts where someone

is saying that their offer, their

276

framework, their blueprint is the

only way to reach whatever goal or

277

transformation that they're selling.

278

Straight up lies.

279

There are so many ways to

get from point A to point B.

280

All right.

281

Like that's just silliness.

282

As an example, I teach five

steps to sales on Instagram.

283

Well, now it's just kind of five

steps to sales and online marketing,

284

but that's not new and it's

not the only way to get there.\

285

I'm sure you've all heard of the

know, like, and trust factors, right?

286

You gotta have those three factors

before someone is ready to work with you.

287

That's basically what I'm teaching.

288

Just more drawn out when people

need so many touch points on social

289

media because it's so short form.

290

That's it.

291

That's all it is.

292

And even then, if you go person to

person, it's gonna look a little

293

different for everyone and their different

audiences and their different offers.

294

And there's so much nuance.

295

There's no one specific path to get from

point A to point B with point B being

296

whatever it is you are selling or whatever

someone else is trying to sell to you.

297

Like think about it as

a parent, since this.

298

Is mostly for mompreneurs.

299

I have three kids.

300

If each of them is having a

meltdown about the same thing.

301

Say like turning off TV

time or something like that.

302

Each of my kids are different.

303

So while they're being upset

over the same thing and having

304

a hard time dealing with it.

305

I know that each of them is going to

need different things to help them

306

move past it because they are all

different people with different needs

307

and different ways of processing things.

308

It's the same thing for

businesses or whatever else.

309

There's no one way to get to a solution.

310

There's so much nuance and so many

different considerations, resources,

311

time, all the things, right?

312

So.

313

I hate when people are

absolutist about it.

314

And again, I get why they do it

because that's kind of how everything

315

is when you share it on social media.

316

There is not a lot of room for nuance

when it is such short form content,

317

but it still just feels gross.

318

And it's just one of those incidents

again, where there's so much context

319

being left out and it drives me nuts.

320

Everyone's gonna be different.

321

So seeing these posts is

just a huge red flag for me.

322

But again, it is something that does

well because we are also stressed

323

and overwhelmed and exhausted.

324

And why would we not want

the simple answer that one?

325

Blueprint, roadmap, template, whatever it

is that gets us that result that we want.

326

We don't wanna have to think we're busy.

327

We've got so many other

things to think about.

328

Why would we not take the easy

way to get to the whatever win?

329

And like those posts do tend to do well on

social media because when you're online,

330

you're in this mindset of just endlessly

scrolling, not really stopping and taking

331

the time to think or read a whole bunch.

332

So when we're doom scrolling

or mindlessly scrolling,

333

it's different than sitting,

like listening to a podcast.

334

You know your brain's in that mode

where you know you're gonna hear

335

20 to 30 minutes of something,

you're gonna have to think about it.

336

You're gonna have to process information

and learn something instead of just

337

looking at like cat memes or whatever.

338

So the short form content, you,

you gotta keep it short and sweet

339

and simple for it to perform well.

340

And the simpler you make that content,

the more views it's gonna get.

341

But it's just still so misleading

and such a big red flag for me.

342

And I'm not saying that like any

kind of promotional post, anyone

343

that's selling a roadmap or

framework or strategy is doing this.

344

I'm not saying like, look out

for all of those things or

345

never sell roadmap, framework,

blueprint, or whatever I'm saying.

346

Don't say it's the only way.

347

It never is.

348

And if someone is trying to sell

you something, saying, that's

349

the only way Run for the hills.

350

All right, this next one might actually

be my least favorite type of post.

351

And unfortunately I see way, way,

way, way, way too much of it.

352

I just hate it so much.

353

I feel like I've said that about all of

these, but this one, it is really true.

354

And this is mean girl marketing, alright?

355

And if you're asking yourself,

what the heck is mean?

356

Girl marketing, don't worry.

357

I'm gonna tell you happy you asked.

358

It is any kind of shame based marketing.

359

Why in the world would I want to buy

coaching services from someone who shames

360

me for trying something else first?

361

That's not their services.

362

I don't understand it, but I see it

all the time and I just don't get it.

363

You can use pain points in marketing.

364

Absolutely.

365

Like why wouldn't you?

366

But it has to come from this

place of validation and.

367

To be like, I see you, I get you.

368

I can help you.

369

I understand you.

370

But in mean girl marketing,

that's not what it is.

371

In mean girl marketing, it's

shaming people for having problems.

372

It's shaming people for trying these

other solutions to fix these problems

373

that aren't the solution you are selling.

374

And you know what's absolutely

insane to me about this?

375

The thing that drives me the

most just cuckoo bananas.

376

And I say that because I was

watching clips of Degrassi earlier.

377

If you know, you know, but it drives

me so insane that when I see these

378

types of posts, I'll go click over

to the profile of the person that

379

posted it and eight times outta 10

in their bio says, empowering women

380

to make more money or whatever.

381

It's something about empowering

or helping their audience.

382

And I'm like, what about

this is empowering?

383

What about this is helpful?

384

It's so gross and manipulative.

385

I don't understand.

386

I would love to see what the conversion

rates are for their marketing like that.

387

I would love to see it because

that screams red flag to me.

388

It bothers me to no end.

389

And the reason that they make these

posts is because it's divisive

390

posts like these hot take kind of

posts, they perform well, right?

391

You start with that strong take something

that immediately catches people's

392

attention and it gets engagement,

which means it gets views and they

393

might get the vanity metrics from it.

394

And when they get those vanity

metrics from it, it reinforces

395

the idea that it's working.

396

But it doesn't actually help your business

other than those Instagram vanity metrics

397

there's no way that is building connection

and it's absolutely not building trust.

398

All it does is foster shame and

alienation, and that is not what

399

you should want as a business owner.

400

That is not what you should want as a

human being in the world, and it's not

401

something I ever wanna see in my feed.

402

That is not the effect we

wanna have on our audience.

403

And like I said, Instagram

is such short form content.

404

People on there, they're not there to have

having like with long attention spans.

405

So you're pulling it up to scroll,

you're not reading a novel, you're

406

not really reading to learn.

407

So you're in this mindset of

quick swipes, quick scrolls.

408

So the stuff that is gonna do super

well is super simple and easy to

409

consume because that's what our

brains want when we're on Instagram.

410

So that leads to a lot of posts,

leaving out a lot of context.

411

Wording things in these really

weird ways that come off as super

412

divisive and super absolutist.

413

And it just takes out so much

nuance and it leads to marketing

414

that is just flat out misleading.

415

Like when people promise, oh,

do these three steps and you'll

416

have 10 K months just like me.

417

No, actually, I'm willing to bet

it takes a lot more steps and a

418

lot of time and a lot more work

than you're making it sound like.

419

But that's not what works on Instagram.

420

So why would you share all of that?

421

But people are gonna read that and.

422

You know, want it because who the

heck wouldn't want simple three

423

steps to 10 K months, right?

424

We all want those quick wins

and again, completely get it.

425

Everyone is so stressed and exhausted.

426

The economy is wild.

427

The world is wild.

428

So much is going on, and I get that.

429

That doesn't make it any less misleading

for the marketer of those things.

430

And of course, in short form content, you

can't share all of that context and all of

431

that nuance, which is why we should not be

relying on that type of style of content

432

as business owners and as marketers.

433

It's just not right.

434

I am not saying that all of these posts

or all of these hooks are misleading.

435

You know, the rest of the posts,

they might include some information.

436

I'm saying if you are a consumer,

read it through and make sure that it

437

does before you work with that person.

438

And if you are hearing this

and worrying about posts you've

439

made, just keep that in mind.

440

Share the content in a

meaningful and accurate way.

441

And I honestly believe people are getting

so sick of the random, like surface level.

442

Everyone's saying the same stuff,

whether it's with the recycled hooks

443

and trends that absolutely say nothing

with the AI kind of word salad, where

444

it is just like a whole bunch of words.

445

But what does it really mean?

446

It's just words on a, on a feed.

447

What is this post doing?

448

No one knows.

449

It lacks connection and we know we

need way more of that, both in the

450

online space and as people in general

and business in the B2B space.

451

You know, we need way more of that

because we can see the shift in

452

buyer behavior that I've been talking

about in the past couple of episodes.

453

And a, you're on my email list.

454

I've been talking about it there too.

455

It's shown that we need that.

456

Buyers are taking their time

to buy as they should be with

457

all of this nonsense out here.

458

Of course, they need more trust and they

need more connection, so they need to know

459

that this is worth their time and their

energy and effort before they buy it and.

460

The way we get that as the

business wanting their money is

461

not through the type of post that

I just shared in this episode.

462

It is by having solid messaging, knowing

what you are saying, knowing your mission

463

sharing it in a way that conveys that,

and then knowing when to say it so you

464

can help the people you wanna help with

your services, and so you can get all

465

of those touch points that you need in

order to have the trust and the connection

466

so people are ready to invest with you.

467

But like I said, these posts do well

on social media because they cater to

468

vanity metrics rather than connection.

469

Then they try to frame these big ideas

and big promises as so simple because

470

we crave simplicity 'cause we're just

so exhausted and life is so stressful.

471

And of course we want the easy way.

472

Of course.

473

We want the quick wins

and the big results.

474

Like, why wouldn't we?

475

It just takes, doesn't take so much

into consideration lacks so much

476

context and just ends up being so

misleading and manipulative and generally

477

harmful for a number of reasons.

478

And I really wanna stress this.

479

I completely understand why people

hop on these marketing trends.

480

I'm sure I have done some of them too.

481

And if I have, I apologize if you

have, and you're feeling bad right now.

482

I'm not trying to call you out.

483

I'm trying to call you in

and say, we can do better.

484

And I get why they get shared.

485

Honestly.

486

Again, these vanity metrics

reinforcing the idea that these

487

kinds of posts are working, but.

488

Are they really?

489

I mean, when I said before I wanna

see the conversion rates for the

490

mean girl marketing posts, I don't

mean the follows in the comments.

491

I mean, how many actual leads

are people getting from this?

492

How many dollars are they making

when they share these posts?

493

I cannot imagine it is much.

494

So it might be working for the algorithm,

but not necessarily for the business.

495

And also, like I said, when.

496

We barely have time to think about what

to make for dinner because there's so much

497

going on having these very easy trends

to hop on or just kind of copying what

498

other businesses are doing online or.

499

Turning to AI for content help, it's easy.

500

It gets something off of our to-do list.

501

I completely understand that.

502

Why would we not take advantage of

those tools when it feels like an easy

503

win when we are drowning in task lists?

504

But I do know that if you are still

listening I know you feel it too, we

505

can do better for ourselves and for

our businesses and for our audiences.

506

And I know I'm not alone in this

because like I said, I've been talking

507

about it in my emails the past couple

weeks and I have been getting so.

508

Many responses from other entrepreneurs,

other entrepreneurs telling me

509

they feel seen, telling me they

feel the same way, telling me they

510

have been noticing the same things.

511

And for me, that really validated

the changes that I have been making

512

in my own strategy and my own whole

business and in my membership.

513

So if you are listening to

this and wondering, well,

514

how, what am I gonna share?

515

Then what happens to my audience know

that people are getting pretty sick of it.

516

I feel like if we focus more on

connection based marketing as we should

517

be given the buyer behavior there's

just so much content out there that

518

might be flashy but says a

whole lot of nothing or is

519

based in shame and absolutist.

520

Things that are just like gross

people crave that connection,

521

that reality that we should

really be bringing to our content.

522

And all of this is why I'm making

changes in my own business.

523

I mean, among other things, this isn't the

only reason, but opening it up to online

524

marketing in general, not just Instagram.

525

I talked about that a couple episodes

back, so if you missed it, check it out.

526

So I'm making some big

changes in my membership.

527

It used to be called Post With Purpose.

528

It is now called Content that Converts.

529

It is not Instagram specific anymore.

530

It is all online

marketing and making sure.

531

Your marketing across multiple platforms

is all working together with a strong

532

messaging foundation to bring you

leads and sales in a way that works for

533

you in a voice that sounds like you.

534

And I'm doing that by really leaning

into this connection piece, both in,

535

teaching, connection based marketing, but

also in my membership I will be having.

536

Content planning calls so that I, 'cause

everyone's plan is gonna be different.

537

It doesn't make sense to follow some

generic blueprint or roadmap or whatever,

538

and just be told to like, here, post this.

539

Everyone's different.

540

Your business is different, your time

is different, your resources, your

541

offers, audiences, all the things.

542

So leaning into that to get more

personalized support with that and in a

543

dedicated Slack channel, we're gonna be

planning content, we're gonna be working.

544

On really digging deep into the right

messaging so that we can stand out and

545

attract like our absolute ideal clients.

546

And just making sure marketing works for

us and not for any specific algorithm.

547

Because again, I get that we're

stressed and exhausted and it's a lot

548

easier to rely too heavily on these

tools, the templates, the ai, the

549

hooks, the trending reels and say.

550

Instead of making sure that our content

is aligning with our messaging and our

551

mission the members that were in Post

with Purpose all stayed as I announced

552

the changes to them and gave them the

option, and they're excited about the

553

changes and I've been getting good

feedback and I absolutely love it.

554

It's been going really well.

555

So, like I said, focusing more on

one-on-one support with the planning and

556

the deeper understanding of messaging.

557

Bringing in guest trainings

558

from different platforms and different

backgrounds, but the whole goal is

559

connection based marketing in a time

where we know buyers are needing

560

more and more trust and more and more

connection to be ready to invest.

561

And I honestly think with all of

these aI content, the overused

562

hooks and trends that just fills

feeds, but don't say a whole lot.

563

People are really craving that personal

connection, and that's what I'm hearing

564

in replies to my emails as well.

565

So honing in on that messaging,

however you're ready to do

566

that, is gonna be super, super

important now, more than ever.

567

And if you do wanna do that in

content that converts, I will

568

link details in the show notes.

569

Feel free to check it out.

570

If you have questions to see if it's a

good fit for you, please send me a dm.

571

But as you create any

content, think about.

572

Who you're sharing it for and why

before you hop on the next trend,

573

before you use a hook, that everyone

else is telling you to use think about

574

what feels right for you and what

your audience needs to hear from you.

575

And if you're not sure what that

might be, send me a message on

576

Instagram and we can talk through it.

577

My handle has changed.

578

It is actually at Sydney O'Brien dot co.

579

I would love to hear from you.