Getting likes, saves, and shares on your content feels good — but if it's not bringing clients through the door, it's worth asking why. In this episode, I'm breaking down the difference between content that performs well on social and content that actually converts. If you've been showing up consistently and still not seeing it translate into leads, this episode gives you a clearer picture of what might be missing and what to shift.

What You'll Learn:

• Why content that gets the most engagement isn't always the content that brings in clients
• What your ideal buyer is actually looking for when they come across your content
• Why your portfolio or before and afters alone aren't enough to get someone to book — and what to add to make them more effective
• How to use case studies to give potential clients the context they need to feel safe enough to work with you

Work With KLC The Studio: See services here

Hello, guys.

2

Welcome back to the podcast episode.

3

As you can tell by the title, we are

going to talk about the difference

4

between content that gets saved and

content that gets you paid, because

5

contrary to what you think, that they

are not always necessarily the same.

6

And we're gonna dive into that today.

7

The goal of this entire playbook,

this entire series that I'm creating

8

for you guys, is that you can

listen and immediately implement.

9

Implement meaning you can do it yourself,

or you can walk away knowing exactly what

10

to look for when you are trying to hire

someone to outsource your marketing too.

11

So let's go ahead and

dive into today's episode.

12

For starters, I'm gonna share what it

is that I see a lot of people doing

13

when it comes to content, and the

first one being entertainment content.

14

Okay?

15

This is the content where it is a

legal office or a dentist studio or a

16

company of some kind, and they get all

the employees together, and they create

17

these really fun reels in the office.

18

And sometimes they're doing voiceover

reels, and sometimes they're doing,

19

like, "Tell me w- which one is my boss

based on, the hugs that they give me.

20

Can you guys spot who my boss is?"

21

And there's all these different trends

on TikTok and on Instagram of what

22

content you can be producing that

is fun and exciting and a cool way

23

to get the entire office involved.

24

And it's something that I see a

lot of, businesses get focused on,

25

is this entertainment content that

gets everyone involved, and it's so

26

fun, and people love watching it.

27

It gets great shares on social.

28

And that is typically what a lot

of people gravitate towards when it

29

comes to how people show up online

as a brick-and-mortar business is,

30

course, they show you the space, they

show you the customers, and then they

31

try to showcase that, "Hey, well,

listen, we're a fun office environment.

32

We are someone who likes

to have a good time.

33

If you are our client, you will also have

a good time here," and we're just trying

34

to show that the brand has personality.

35

And those things are great, and those

things will get you the views and

36

the reach on those social platforms.

37

They likely will not get you the clients,

and the reason being is, number one,

38

content like that is not typically

targeted enough to your ideal audience.

39

So the person watching it is not

actually someone who needs legal

40

services, or the person watching it is

not someone who needs dental work done.

41

These are people who are just watching,

randomly scrolling on TikTok and

42

just enjoying the content that it

is that they're seeing, and your

43

content happens to fit some of their

interests, and so there they are.

44

That's number one.

45

Number two is the person who is

your ideal buyer is someone who

46

is looking to take an action from

your content is someone with a core

47

problem that they are trying to solve.

48

They either have a toothache, a

root canal that needs to be done.

49

The last dentist that they took their

kid to was very unfriendly, and so

50

now they're looking for somebody else.

51

There's a problem that they're

sitting at home with trying to

52

solve, and creating entertainment

content is going to be fun to watch.

53

It's not going to showcase how it

is that you solve that problem, and

54

it's not gonna make the customer

trust you to solve that problem.

55

So like I said, it will get you the

saves, it will get you the shares,

56

it will get you all the engagement.

57

It won't necessarily get you paid.

58

The thing that you need to do to get a

client to look at a piece of content and

59

then say, "Oh my gosh, I wanna work with

them," or at least at the bare minimum,

60

click the link in bio and go to your

website to learn more about the company,

61

is you need to be speaking to how it

is that you solve people's problems.

62

It is fun to have a balance of

entertainment content and trendy content

63

and things that are just light-hearted

and easy to watch, but there also needs

64

to be an element where people know that

you have a solution to their problem.

65

I'll use myself as an example.

66

So I had a really bad toothache this

time last year, and I was literally

67

laying in bed scrolling on social,

and I was just in so much pain.

68

I was down, like, half a

bottle of freaking Advil.

69

It was like I was just-- my

pain level was through the roof.

70

And I remember seeing this headline

on Instagram And I can't even remember

71

the title of it, but it was really

interesting, and I remember thinking,

72

like, that kinda sounded like the

problem that it is that I had.

73

Ended up clicking the link in the

bio, and it took me to this blog page,

74

and on the blog, it outlined to me my

symptoms, and it was like, "Hey, are you

75

experiencing agonizing pain in your tooth,

in your, in the back of your mouth?"

76

Yes, I am.

77

"Has this pain come out of nowhere?"

78

Yes, it has.

79

"Does it feel like it's

throbbing and blah, blah, blah?"

80

And it just walked me through all of

these different things, and from reading

81

this blog, I was able to understand

what my symptoms were, what the likely

82

cause of them was, and how it is that

they would solve for it as my dentist.

83

I immediately booked a call the following

morning and set up an appointment

84

to come in and get my teeth fixed.

85

And they were lovely.

86

They were great.

87

Rave reviews around this dentist

office, But the way that they were

88

able to convert me did not come

from creating cutesy entertainment

89

content about them and all the other

office managers that are in there.

90

It came from them saying, "Hey, listen,

we know that you're at home right now in

91

bed, likely in a lot of toothache pain.

92

And we want you to know we see you.

93

We know what your problem is.

94

We know what the cause of it is, and

we know exactly how to solve for it.

95

Book a call here if

you wanna get started."

96

And that is the type of content that

is going to get someone to convert

97

from what it is that they're viewing.

98

There needs to be an element of

you showcasing that you understand

99

the client's problem and you

know how to solve that problem.

100

So that's number one.

101

The second thing that is going

to get you paid from your content

102

and not just saves is when you

are showcasing case studies, okay?

103

Now hear me , very clearly.

104

Case studies are not the same as a

portfolio or as a testimonial, and

105

I say this loud and clear for people

who are in the what I would call

106

either creative space or visual space.

107

So if you are a designer or you're an

artist or you are a real estate agent

108

or you're an interior designer, you

showcase a lot of before and afters on

109

your website, and your portfolio is the

thing that really represents you most and

110

showcases the depth of work that you do,

111

that's one way.

112

Another department is someone who works

in a more relational based business.

113

So your business is not

something you can really show.

114

Maybe like I said, you're a yoga

studio or a Pilates studio or you're a

115

restaurant or you're a coffee shop and

so your content is not really something

116

that you can say like, "Hey, listen, my

client drank this juice and felt better."

117

It's more so gonna be Yelp

reviews and Google reviews that

118

are gonna promote your services.

119

So those testimonials are really

valuable for you, and being able

120

to showcase that on your guys'

website and in your content that our

121

customers are happy here is something

that it is that you can lean into.

122

Those things are absolutely great.

123

However, the thing that's going to

get someone to convert is not just

124

what the customer is saying about you,

but what you are also saying about

125

the things that it is that you do.

126

So for example, a case study, will

allow you as the individual who

127

conducted the service that they hired

you for, the opportunity to showcase

128

how you achieved a specific result.

129

So

130

for example, I had a client.

131

She is a relationship coach.

132

She coaches clients on how

to navigate infidelity.

133

Someone in your relationship cheated,

whether it's you or your spouse, and

134

she helps you repair your marriage

after there has been an affair,

135

Now, she had incredible

reviews, incredible testimonials

136

prior to working with us.

137

The clients that worked

with her loved her.

138

However, there was no context into

the different unique circumstances

139

that she supported clients with.

140

So one of the things that we did in her

marketing was we said, "Listen, I want

141

you, all under confidentiality, mind you.

142

You don't have to use real names.

143

Or anything like that because

you wanna protect your clients.

144

You don't wanna be telling

their, all of their business."

145

But I told her, I said, "Let's create

some case studies that can showcase

146

the different types of marriage

circumstances that you have dealt with."

147

And so when we sat down, we went through

all of the different clients that she has

148

worked with, and we realized that she has

helped people recover their marriage after

149

someone has slept with their in-laws.

150

She has helped someone recover

their marriage after someone has

151

cheated with their best friend.

152

She has helped someone recover their

marriage after someone has, after

153

someone cheated, like, 10 years ago and

never said anything and just came out,

154

came clean with it just this, just now.

155

And so she's helped people in all

these different stages of their

156

marriage and all these different

stages of having an affair.

157

And she has been able to achieve

a particular outcome, which

158

is repairing your relationship

after that incident has happened.

159

And it's important to showcase the

variety of the different types of

160

clients that you've worked with and the

context into the outcome that you've

161

gotten them because what happens is

then a consumer, can say, "Oh my gosh,

162

she has dealt with literally the full

breadth of any type of infidelity

163

issue you could possibly think of.

164

This person has seen it all.

165

She's not gonna be embarrassed

by what it is that I have to say.

166

I shouldn't feel ashamed by working with

her and telling her my crazy story because

167

it seems like this lady has dealt with

all types of crazy stories, and I feel

168

safe enough to work with this person

because she's gotten results across

169

a wide range of different scenarios."

170

And so if you are someone who is in

what I would call a relationship-based

171

business, you are a therapist, you are

a lawyer, you are a real estate agent,

172

you are someone who works with your

clients for an extended amount of time

173

to get your clients a particular outcome,

you can, within reason, again, within

174

confidentiality, really do the effort to

showcase beyond just the before and after

175

of the different types of clients that

you work with and how you were able to

176

achieve them particular results or what

was the outcome of that particular client.

177

That type of context is the nuance

into how it is that you're able to

178

get paid from the portfolio that

you're promoting in your content.

179

If you're just showcasing a before

and after, I, the consumer, don't

180

know anything about the person whose

house that was or where they were

181

or how much money they spent or what

their budget was to work with you.

182

I don't know anything, so I can't

opt in and say, "Oh my gosh, that's

183

gonna work for me," if I don't

know anything about the people that

184

it is that you're working with.

185

And so if you, were just posting your

before and afters and you're just

186

relying on your portfolio to carry

the full story and your thought is,

187

"Hey, if people see that I'm producing

great work, they're gonna wanna work

188

with me," that's not always the case.

189

The customer needs to feel like they

belong inside of your service, and

190

they need to see that there's other

people like them that have worked

191

with you to build trust and feel safe

enough to work with you themselves.

192

To recap, people don't

wanna be entertained, okay?

193

Entertainment content will get you the

saves, it will get you all the engagement,

194

it will not necessarily get you paid.

195

You need to make sure that

you're showcasing how you

196

solve your clients' problems.

197

Number two you need to add

context to your portfolio.

198

People don't understand context when you

just show them a before and after picture.

199

You need to make sure that you're

adding the proper context so that

200

people can opt in and say, "Wow,

this is a safe space for me to go to.

201

This person has dealt with this

problem over and over and over again.

202

They've dealt with it

in different scenarios.

203

They've still gotten outcomes

no matter the scenario, and I

204

feel like I will fit in here."

205

You have to showcase the context.

206

The portfolio alone is not enough.

207

I hope this episode was helpful for

you, and I will see you on the next one