If you keep telling yourself you need more followers, more subscribers, or a bigger audience before you can make more sales, you may be focused on the wrong business problem. In this episode of The Real Truth About Business podcast, I’m breaking down the difference between building an audience and creating buyers. Visibility absolutely matters, but followers are a visibility metric. Buyers are a business metric. For service-based entrepreneurs, the real revenue growth opportunity may be sitting inside the audience you already worked so hard to build. After 9 years of experience, I’ve seen business owners assume they have a lead generation problem when they actually have a conversion problem. We’re talking about how to move people through your pipeline, create buyer-focused content, establish authority, give people opportunities to experience your work, and consistently make offers. Before you spend more time and money growing your audience, make sure your business strategy actually gives the people already paying attention a clear path to become customers.

What You'll Learn:

• How to determine whether you actually have a lead generation problem or a conversion problem
• Why follower growth and visibility don't automatically create revenue growth
• How to create content that positions you as an authority instead of only educating your audience
• Why your audience needs clear next steps to move deeper into your pipeline
• How conversion events can turn followers into qualified leads and potential buyers
• How to audit your existing audience before investing more energy into finding new people

Episode Highlights:

[00:00] Introduction: You probably don't need more followers

[02:00] Why audience growth doesn't automatically create business growth

[03:15] The difference between followers and buyers

[05:00] Using Sunday Morning Brew to move podcast listeners deeper into the pipeline

[07:00] Followers are a visibility metric. Buyers are a business metric

[09:00] Why being known matters more than simply being visible

[11:00] Stop assuming you're attracting the wrong audience

[13:00] Client example: A large audience with a conversion rate under 3%

[15:30] Creating buyer-focused content around problems, desires, and outcomes

[17:30] Why authority-building content makes you more hireable

[20:00] Giving every follower a clear next step

[22:00] Auditing your last 10 pieces of content for conversion opportunities

[23:30] Wrap-up: Convert the audience you've already built

Key Takeaways:

Followers and Buyers Are Not the Same Thing

You can add 1,000 followers this month and make $0.

Visibility matters. I am absolutely not telling you that you can build something and magically expect people to find it. People have to know you exist.

But growing an audience does not automatically mean you're growing a business.

Followers are a visibility metric.

Buyers are a business metric.

Before you decide you're attracting the wrong people and need a bigger or completely different audience, ask yourself:

When was the last time I actually gave these people a reason to buy?

Because you might not have a lead generation problem at all.

You might have a conversion problem.

Don't Get Stuck in the Friend Zone

I see service-based entrepreneurs create incredible communities full of people who love them, follow their content, open their emails, and enjoy what they have to say.

But those people have no freaking clue how to hire them.

That's the friend zone.

You've done the work to attract them. You've built the relationship. But you haven't created the bridge between follower and buyer.

Inside the Focused Visionary Framework, this is exactly why Pipeline and Sales are separate pillars.

Pipeline gets the right people into your world and moves them deeper into the relationship.

Sales gives them an opportunity to buy.

You need both.

Don't Confuse Follower Growth With Pipeline Growth

My Threads following has grown significantly, but when I looked closer at the numbers, many of those new followers weren't actually potential buyers. Some were bots or spam accounts.

If I only looked at follower growth, I could easily say, “Threads is working amazingly.”

But engagement and conversion told a different story.

This is why your business strategy needs to go deeper than vanity metrics.

How many people are actually engaging with you?

How many are starting conversations?

How many are moving onto your email list, listening to your podcast, attending a workshop, or asking about an offer?

More followers can create more opportunities.

But attention alone doesn't create revenue.

Stop Assuming You Need a New Audience

One of my clients kept telling me she needed a bigger audience.

She already had more than 1,300 Facebook followers.

So I asked her to look at the math.

If we converted only 1% of those 1,300 people, that's 13 clients.

Would 13 clients help her reach her goal?

Absolutely.

So before we pour all of our energy into finding more people, let's figure out whether the people already there are actually the wrong audience.

Have you made them an offer?

Have you made it more than once?

Have you directly invited them to buy?

Do they understand what you're selling?

Have you given them enough time?

Have you had conversations with them?

You cannot decide someone isn't a buyer if you've never actually given them a chance to buy.

A Big Audience With a Low Conversion Rate Is Still a Problem

I have another client who is incredible at visibility.

She has a podcast with hundreds of downloads per episode, an email list with thousands of people, and an annual event that attracts more than 1,000 registrations.

Her instinct was still that she needed a different audience.

But when we looked at her conversion rate across those channels, it was incredibly low.

The question became: What are we actually selling to these people?

We discovered little leaks throughout the sales process. Her offers weren't always available. People weren't consistently being presented with an opportunity to buy. There wasn't always a clear next step.

The audience wasn't necessarily the problem.

The conversion strategy was.

Create Content That Gives People a Reason to Buy

You don't necessarily need completely different content to attract more buyers.

You need content that gives people a reason to buy.

Talk about the problems they're actively trying to solve.

Talk about what they actually desire on the other side of those problems.

Show them what needs to change.

Show them the outcomes your work creates.

Then give them opportunities to experience your work.

This is why I love conversion events. A workshop, private podcast, audio series, or another deeper experience allows someone to move beyond:

“That was a great post.”

And toward:

“Holy shit. I need help with this.”

That's a very different type of engagement.

Authority Makes You Hireable

Educational content can be valuable, but information alone doesn't automatically position you as the person someone wants to hire.

People also need to understand why you can solve their problem.

That's authority.

Share how you think.

Explain how you diagnose problems.

Talk about what you believe.

Share client examples and results.

Explain what you would do differently.

This podcast is one of the ways I establish that authority because you get to hear exactly how I think about Pricing, Pipeline, Sales, revenue, and profitability.

My Focused Visionary Framework does the same thing. It's a methodology I use with my clients and repeatedly inside my own business.

Authority-building content isn't about bragging.

It's about giving people a reason to believe you're the right person to help them.

Give People Somewhere to Go

If someone discovers you today, what happens next?

That's the question.

Now what?

They found your social media. Now what?

They listened to your podcast. Now what?

They joined your email list. Now what?

When do you make an offer?

How do they experience more of you?

How do you deepen the relationship?

How do they know when they're ready to buy?

And when they're ready, is it obvious how they actually hire you?

Don't make people figure this out themselves.

Create the path.

Audit Your Last 10 Pieces of Content

Before you decide you need another 1,000 followers, go look at your last 10 pieces of content.

Ask yourself:

How many positioned me as an authority?

How many addressed a problem someone would actually pay to solve?

How many spoke to the outcome or desire my ideal client wants?

How many gave someone a clear next step?

How many actually sold something?

Then identify where you're asking people to move deeper into your world.

Maybe they discover you on social media and move to your podcast. Maybe the podcast sends them to your email list. Maybe your newsletter invites them to a workshop. Maybe that workshop introduces the offer.

That's a pipeline.

Convert Before You Decide You Need More

I'm not saying you should stop growing your audience.

Your business always needs visibility and new people entering your world.

But before you decide all your time, energy, and resources need to go toward finding more people, ask yourself:

Do I really need a bigger audience, or do I need to convert the audience I already have?

If you've consistently made offers, created clear next steps, built authority, had conversations, and given people genuine opportunities to buy and they still don't convert, then we can evaluate the audience.

But sell to them first.

Your followers aren't responsible for figuring out how to become your customers.

That's your job.

Give them the next step. Move them through your pipeline. Make the offer.

Then let them decide.

FREE WORKSHOP REGISTRATION - THEY FOUND YOU...NOW WHAT?

Resources Mentioned

• Get your FREE Ceo Income Plan
• Book a CEO Strategy Call
• Learn more about The Missing Piece Intensive
• Learn more about The Focused Visionary Accelerator
• Download the FREE Lead and Conversion Tracker
• Subscribe to the Sunday Morning Brew Newsletter

About the Host:

Michelle DeNio is a business strategist based in Sarasota, Florida, specializing in helping service-based entrepreneurs break through revenue plateaus using her Focused Visionary Framework. With over 300 podcast episodes and 9 years running her consulting business, she helps coaches, consultants, and service providers scale sustainably through strategic planning, pricing optimization, and sales process development.

Connect with Michelle

1. Website
2. Threads
3. Instagram
4. LinkedIn
5. Facebook

I need you to hear me when I say you likely don't need more followers.

You need more buyers.

There's a difference between followers and buyers, okay?

And we spend a lot of time trying to grow our audiences visibility.

More followers, more email subscribers, more people seeing our content.

I need more, more, more, more.

I talked about this in my Sunday Morning Brew a couple of weeks ago.

Talk about that in a second.

I am not going to sit here and say that you build it and they will come is a strategy that works.

It is not.

You have to get visible.

People have to know of your existence.

Okay?

But growing an audience does not automatically turn into growing a business.

Making sales, making money, all the things, okay?

You can add a thousand new followers a month and make $0.

So before you decide, I'm clearly attracting the wrong people.

I need more.

I need new, I need bigger, I need better.

I need a la la, la, la.

Whatever.

Fill in the blank.

Okay?

I want you to ask yourself another question.

When is the last time you actually gave people a reason to buy?

Okay?

Because there is a big difference between attracting an audience and creating buyers.

This is where a lot of you are probably sitting in what a lot of people call the friend zone.

I have several clients that sit in the friend zone, right?

Because they're creating an audience.

They're creating community.

They're creating a bunch of people that love them but have no freaking clue how to hire them.

Have no idea how to buy from them, right?

So today we're talking about how to bridge the gap.

Because, honestly, this is not a lead problem.

This is a conversion problem.

And once you see it, you can't unsee it.

But the beautiful thing about it is, then we can fix it, right?

This is one of those gaps.

This is where money just kind of quietly and slowly leaks out of your business.

And we're gonna bridge the gap today, okay?

So let's turn those followers into buyers.

Okay?

Before we dive in, I do really need to remind you that if you are not on my Sunday Morning brew list, please get on it some.

I have somebody helping me with content creation, and a couple of my clients lately have been like, holy, Michelle, like, why do you not promote your newsletter?

More like, it is freaking banging.

And I'm like, I know, it's so good.

Like, I put some of my freaking best content in my emails.

Like, I love long form content.

Clearly, you love it too.

You're here listening, right?

Like, long form content is my freaking jam, all right?

And I'm not big on promoting lead magnets.

I have a very hard time.

I created a whole new private.

I've created two private podcasts.

I've create.

I create them, but I don't necessarily promote them.

But what I do love to promote, which I still don't do enough of, is my newsletter, Sunday morning brew.

Saturday 6am every Sunday morning.

I'm telling you, it is so good.

And a couple weeks ago I was talking about this more situation.

One of the things that I need to figure out how to do, I'm digressing here, verbally, is figure out how, like when you log in or sign up for the Sunday Morning Brew, you can like access the archives.

I think that's where people are using substack to like archive their old newsletters.

Because there's literally.

I pulled the all of it the other day.

There's.

I don't even remember.

Over 300, maybe.

No, not quite that many.

I've been doing it for four or five years and it's gone out every single Sunday without fail.

So there's over a hundred of them and there's a lot of good content there.

Anyway, if you're not on the list, get on the list.

Okay?

Morning Brew.

It's in the show notes.

You'll get all the freebie.

There's tons of freebies attached to it.

Whatever.

Okay, so what I just did there, right, that's an audience growth thing, right?

Because you're listening to this podcast.

Your audience, you're part of my audience, you listen, right?

So I'm building an audience.

But again, like, I don't know that you exist out into the land of abyss because I can't tell who's listening to my podcast, right?

So that is an audience growth thing, right?

The podcast is visibility.

But again, visibility, you listening to the podcast doesn't necessarily turn you into a buyer if I don't tell you how to stay in my world, right?

If I don't give you something to buy from.

So the very first thing I'm giving you to buy is something completely free.

My Sunday Morning Brew, Right?

So again, like, this is what I mean by are you giving people an opportunity to buy?

And buy doesn't necessarily always mean money.

Buy means another.

A next step.

We're going to talk about that.

Okay, so followers are a visibility metric, right?

100%.

We look at it from a visibility standpoint, right?

But buyers are the business metric, right?

Like or pipeline, if you want to look at it from pipeline leads.

I don't care what you call it.

How many people are you in conversation with?

How many people have you taken offline?

How many people have given you a sign that's saying, like, I want to learn more about you?

Right?

Because more followers absolutely can create more opportunity, but attention alone is not what's going to create revenue.

My threads following has been growing like absolute freaking mad.

Like crazy.

I think it's grown.

I'd have to look at my numbers, but it's like 5 to 600 followers a month in the past few months.

Like, killer.

However, when I went and looked at my followers because, like, my engagement was actually down, so I was like, what the hell?

Like, I'm getting all these new followers, but, like, why aren't they engaging on my content?

Right?

Like, usually new followers see your content a lot, especially on threads.

And it's because half those followers were like bots, right?

They were not buyers.

They're never going to be buyers.

They're like robots or spam or AI.

Like, it was just like super weird.

So again, like, I could look at it and be like, oh my gosh, threads is really working for me.

But I wasn't, because I was like, threads is not converting as well as I would like it to, and it's not engaging as well as I like it to.

Yet my followers are growing, right?

So this is what I mean.

So I'm using buyers in this episode because we are talking about sales and conversion.

But buyers could literally be leads, they could be prospects, right?

It's like conversations that are happening.

Like, people are engaging with you.

They're not just seeing you, they're not just following you, but they're engaging with you.

Okay?

So again, the goal is not just to be known, it's to be what do you want to be known for, right?

So that your audience recognizes that.

So they, they know about this.

I've been, I'm in a. I'm doing this 21 day hypnotherapy with Julie Costa.

She's amazing.

I'm in her subconscious, library, membership, whatever.

I.

We're good friends and she does these quarterly workshops and then there's always like a 21 day integration.

And it was supposed to be visible.

Like it was supposed to be all around visibility.

And she had this like, same real like that we've been talking about is it's not about being visible for her, it was about being known, right?

Because you can be visible all day long, but what are you actually known for?

Right?

Again, once you are known for something, that's what creates buyers.

Because people know you, for one thing, they want more information from you.

They lean in.

Hopefully you guys know me for giving the straight and honest freaking truth about what it takes to build a business, knowing that I'm going to help you do it profitably, right?

Like, what I want to be known for is literally helping you make money and maximize your profitability.

That's it.

Like, in business, we make money and we maximize it.

Those are my big goals.

Like, that's what I want to be known for.

I really want to be known not only as a business coach or business strategist, but one that has a very high emphasis on money, right?

Not content, not attraction, marketing, not all those things.

Even though I talk all about pricing, pipeline sales.

But again, they all come back to money, right?

Where's the money secretly leaking out of your business?

Is it leaking out of.

Of your business?

In your spending?

Right?

Okay, that's a.

That's a whole conversation for another day.

But again, we want to get known for something, right?

So you've got to make sure that if you are going to do visibility and audience growth, that you are getting a.

The right people, right?

Not a bunch of bots.

But are you also, in your visibility, getting known for something?

Okay?

So that's number one.

Okay?

But the next thing is your audience needs somewhere to go, right?

Like, they can discover you, but then what now what?

Right?

You can always immediately assume that you are attracting the wrong people, okay?

And this is the trap.

And I've been there, right?

My audience isn't buying.

I need a new audience.

I got to attract different people.

These people are not my people.

They've been on my email list forever and they don't convert.

Whatever that's.

Like, I know that we've said all of these things, right?

Because it's easy to feel that way, right?

But again, this is where radical responsibility comes into play and we have to look at and say, like, but when is the last time I actually gave them a reason to buy?

When is the last time I gave them a chance to experience me?

Right?

Because if we don't do that, how do you know it's the wrong audience?

I have a client right now who is very much in this situation.

She's just keeps saying, like, I need more audience.

I need more audience.

I need more audience.

Don't.

Don't come for me and tell me it doesn't work.

Facebook still very much works for the right audience and for her audience, they're on Facebook.

And again, even if we convert 1% of them, that's only.

That's 13 people.

That more than meets your goal.

Okay?

So again, it's not so much that they're not buying.

It's when is the last time you actually sold them?

Right?

Like, literally, when is the last time you gave them a reason to convert?

Have you made an offer?

Okay, great.

Have you made the offer more than once?

Okay, great.

Maybe they didn't see it.

Have you invited them directly to buy?

Right.

Do they actually understand what you're selling?

Is what you're selling, what they are asking for?

Okay.

Have you given them enough time?

Have you had a sales conversation with them?

Right, so again, you can't determine whether someone is a buyer if.

If you've never given them a chance to buy.

Right?

And again, I want to give you another example.

I have a client who has a very large audience, and she is incredible at marketing.

She is incredible at brand partnerships.

She is incredible at visibility.

She has a podcast that gets like 500 something downloads an episode.

Like, goals, please.

I Wish I got 500 downloads an episode.

And again, downloads don't necessarily mean anything, but downloads do mean there's people listening, right?

Her email list is like three, three thousand people.

She runs an event every single year that gets like over a thousand signups.

Like, it's a free event.

But when we looked at it, she kept saying, like, I need a different audience.

I need a different audience.

And I was like, well, let's talk about this.

When we looked at it, like, her conversion rate is, like, less than 1 or less than 3% on, like, a.

Through a combination right?

Between her email list, her podcast, and this event, it was like, less than 3%.

And I was like, well, what the frig?

Like, why are you operating at such a low conversion rate?

But then when we really looked at the process, it's like, well, what are you actually selling to them?

What.

What is.

What have they.

When have they had an opportunity to buy from you?

Right?

She had some other things.

And so we started discovering all of these, like, little leaks and holes in her business where it was like, her doors are closed more often than they're not or they don't.

There's never been an offer put in front of them, or the offers are minimal and they maybe need something more.

Right?

And so again, like, we have no idea if that's not the right audience.

But what we do know is that she's not selling to them on a consistent basis.

And so people likely, a lot of times, if you are not selling, they are not going to actively come and say to you, like, I think you can help me.

Can you tell me if you can or not?

Right?

Like, most people aren't going to be like, you know what, I know you're not trying to sell me and I know that you never have sold me and I don't even know if you have an offer for this, but do you think maybe you could help me with this?

Right?

Like, that's just not going to happen, right?

So you can't determine whether someone is in buyer if you've never actually sold them because they're not going to come and ask you.

Right?

So again, you don't necessarily need different content to attract more buyers.

You need content that gives people a reason to buy.

Right?

And also too speaking from the desires, what are they desiring?

It's one thing also, I know there's a lot of pain point marketing.

And we all have been taught that.

And I love to talk pain.

I mean, I like there's.

It works, right?

Like when you are dealing with somebody who is like super struggling with something, right?

We use it all the time.

But I like to also look at it from what are they actually desiring?

What's on the other side of this, right?

Are they wanting to make more money?

So for me, it's like most of my clients that come to me are like spinning their wheels.

They can't figure out like now what they're in this situation of like, I have this huge audience, but I'm not making the money I want to make.

Why?

Right?

It always usually comes down time and money, right?

They're desiring this lifestyle that is created by having time and money, freedom, in a sense.

And they can't figure out how to get there, right?

And so I help them figure out how to get there, right?

So I'm speaking also to the desires.

So again, you can speak to the desires, right?

You can speak to the problems, right.

That they are actively trying to solve, but also give them the solutions, right?

You can talk to them, giving them decisions, right?

Outcomes, again, outcomes that your work creates.

And again, like what actually needs to change?

Don't just tell them they have a problem, but like what needs to change.

This is also an opportunity where you can, can give people a chance to experience you.

I talk about this all the freaking time.

I love conversion events.

For this reason is why.

And how can they experience you, right?

Like, how can you take maybe a problem that they have and create a workshop or an audio series or something where they can truly get to experience you and know what is on the other side of this?

Okay?

Because there is a difference between wow, that was a great post and holy shit, yes, I need this, right?

Like, can you tell me a little bit more?

Right?

Buyer focused content gets people moving towards reaching out and saying, oh my gosh, I need help with this.

Okay?

And again, the other thing that comes with this is that you have to position yourself as a person that can solve their problem, right?

Positioning is a big thing.

And confidence comes into this, right?

Again, we are all taught about educational content.

And you know, again, I'm big on educational content, right?

But there is a big shift that I made.

I don't even remember a year ago, maybe what was like, I, I give, give, give, give, give.

But like, do people see me as the authority, right?

Because authority is what makes you hireable, right?

And so again, people need to understand why you are the person that can solve that.

And the way you do that is by confidently stand, right?

And I know that for a lot of us, we make that makes us feel like we're bragging, right?

But again, when I say I've been at this for 10 freaking years, right?

I've been in the online space for 10 years.

I've seen the highs, I've seen the lows, I've seen the ups, the downs, the twists, the turns, the pandemics.

I've seen all of it.

I. I've tried all of it.

I've literally tried pretty much every business model out there.

I've worked with clients that have tried all the different business models.

Like, I've seen these cycles come and go where high ticket sells, then there's a cycle where low ticket sells better, right?

That's authority building content.

I've been there, done that.

And I'm not saying it from a place of bragging, I'm saying it from hire me because I have the authority here, because I've done it, right?

Like, I'm not just teaching you what I learned last week.

I'm teaching you what I have learned and what I know to be true over the past 10 years.

I'm also coming at you from a place of only knowing business and accounting.

That is what my degree is in.

That is the work I've done.

I've only ever worked in business and accounting.

That's it.

Well, aside from being a Hairdresser, but, like, that's my expertise.

Okay.

But also my podcast.

Right?

This podcast gives me authority because I'm telling you how I think.

I'm telling you how I'm diagnosing these problems.

I'm telling you the things that I notice that are other people are missing.

Okay?

I've talked to you about what I believe in.

I talk to you about what are my core values.

I give you things that I would do differently, ways that I think differently.

Right.

In every episode, I give client examples and results.

Now again, you can do this on a podcast, you can do this in your email, you can do this in your short form content, long form content, right?

It doesn't matter.

I also, you know, create authority because I created my own framework, the Focus Visionary framework.

I mean, everything I do comes back to the Focus Visionary framework.

Regardless of where you are in your business, I don't care if you're brand new or if you've been in it 10 years.

I use the Focus Visionary framework in my business literally every 60 days.

I put myself through the entire reflection, planning the whole thing.

Right.

Like it is a framework and methodology that has proven results.

Okay.

This is not just demonstrating knowledge.

This is getting.

Giving people a reason to believe that you are the person that they want helping them.

Right?

I have.

And this is where authority content comes in.

I got tagged the other day on threads with a by somebody.

She was like, I don't even know how I found Michelle Denial Consulting.

She tagged me.

She was like, but when I am in, when I am ready to hire, she is going to be the person I need.

Okay?

Right?

Like she doesn't feel like she needs me yet, but she already has it in her head that when she is ready, I am going.

She.

I am going to be the person that she hires.

That's from creating authority.

That is from telling people how they can work with me.

That is from sharing my case studies the way I think.

Right?

Like how it's different.

Again, that's creating buyers.

Okay?

Also, I'm forever giving people, people a next step.

Right?

Again, we've talked about this to depths on this podcast around me.

It is your responsibility to give people a next step.

Right?

So if you want to turn a follower into a buyer, what is their next step?

What do you want them to do?

Okay.

So again, you have to really think about this is like really looking at where in your pipeline people are and how can you move them through, because some things that you do are very good for visibility.

We talk about that all the Time, awareness, blah, blah, blah.

That's where social media comes in.

That's where, where speaking comes in.

That we're, you know, guest episodes on podcasts, right?

That's getting in front of other people's audience.

Now, again, it's likely not going to create buyers immediately because they're brand new to you, right?

But it creates visibility.

But what you can do is then drive them to your podcast, drive them to your email list, drive them to your workshops, have conversations, dms, you know, whatever.

So again, social media might introduce you to someone, but where are they going to actually experiencing enough of you to decide they want more?

Now, some people will stay on social media forever and make decisions from there, but most of them don't, right?

So again, I, my goal is to get my social media followers listening to this podcast, getting on my email list, right?

Or attending one of my conversion events, because those are the three areas that I know where I can pour into people the most, Where I can stand in my biggest and most authority, and where I can build the relationship that is going to take somebody from a follower to a buyer.

Okay, So I want you to really think about that is what is your process to turn a follower into a buyer?

Do you have one?

Do you have a pipeline?

Okay.

Because again, you need both.

Okay, you need both.

And so one of the things that you can always do is ask yourself, now what?

Somebody just found me.

Now what?

Okay, that's an easy way to kind of like, what's their next step?

What's the next step?

However you want to do this, this is a very similar exercise to like seven layers deep.

I don't know if you've ever heard of that one.

But it's like if you say you want thing, you ask the question, why seven times until you get to like, the true deep desire of what you're actually trying to achieve.

Again, so this is what you're trying to do is like, okay, somebody came here.

Now what?

What's their next step?

When do you make an offer?

How do you deepen the relationship?

How can they experience more of you?

How do you know when they're ready to buy?

Right?

How do they buy?

Is it easy?

Do they know what offer it is?

Right.

Don't make it hard for people to figure out how to become your customer.

Create the path.

Okay, so here's a couple action steps for you.

Look at your last 10 pieces of content.

How many of them positioned you as an authority in your field?

And again, a lot of the times when you put up an authority Building post, they're not going to get a lot of attention.

They just don't, they don't get a lot of engagement.

Same with sales posts, right?

How many of your pieces of content addressed a problem that people would actually pay to solve?

And again, if you don't know this, this is where market research can come in extremely beneficial and handy, right?

It's just, just literally asking people the question, like, okay, you say you've got this problem.

What would get you to actually pull out your credit card, right?

Like, what is, what is the desire on the other side of it?

That's the market research I would be doing is like, I, you could talk about problems all day long, but people always can find a problem, right?

I want to know what are they actually desiring, right?

We talked about that in the last episode of like making decisions from a place of desire, not from this place of like frustration, problems, etc.

Okay?

How many of your pieces of content actually gave people a next step?

Right?

So I have given you a next step from this podcast.

Your next step is to get on my email list again.

My email list is completely free and it's full of freaking resources and I write some banger ass emails, okay?

And it's a great way for you and I to get to know each other better because we can actually communicate.

I can't.

This is a one sided conversation on the podcast and I freaking hate it.

Honestly, like, I love podcasting.

I love podcasting, but like I love being able to have a two sided conversation with you too, right?

And I sell on this podcast.

I sell in my emails.

I don't hide that.

Right?

That we have to do that again, business relies on sales.

Okay?

So how many times have you actually sold something on the last 10 pieces of content, all right?

And really look at and identify where you are, asking followers to move deeper into your world.

So because before you just decide that all of your time, energy, attention, resources need to go into building a bigger audience, I want you to ask yourself, do you really need a bigger audience or you do you just need to convert the audience you already have?

And until you really have exhausted number two to where you literally have said, I've tried to convert and they just literally will not convert.

They're not the right audience.

Okay, fine, like there's always going to be times when we outgrow our audience.

There's always going to be a time when you have to continue to expand your audience.

We, we always need to be expanding our audience, but it doesn't always have to be this wide, wide, wide, casted net.

Sometimes it can be a very small net and we go deep with it.

Right.

Or whatever.

Because again, how many of you need 50 to 100 clients a month?

I guarantee not that many of you.

Right.

That's what I was saying to this client.

Let's convert 1% of them.

That's 13 people.

Does 13 people get you to your goal?

She's like, absolutely.

Okay, so let's not put so much energy into finding new, and let's put a little bit more energy into actually seeing if the people that we have already worked really freaking hard to get into our audience are the people that we just need to convert.

Right.

Yeah.

We can continue to grow it.

She's got, like I said, she's an incredible marketer.

She knows how to build brands, partnerships.

She knows how to build these tapping into other people's audiences.

She's incredible at that.

But again, now we need them to buy.

Right?

So.

And a lot of it's just that she works so hard to build, to do the audience building, that she doesn't just spend as much time and energy doing the selling.

So now we just have to shift the attention.

The audience is built.

Let's shift the attention now.

Let's see if they buy it again.

If they still don't buy, then we go back to marketing.

But you gotta at least sell to the people before you can decide that it's not working.

Okay?

So your challenge from this episode is to go turn your followers into buyers.

And that is your job.

And your job alone.

It is not your audience's job.

They're ready and waiting for you.

They just don't know that you really have an offer for them.

They don't know how it works.

They don't know how to do business with you.

Okay?

So go sell to your people.

Go convert them.

Go give them a next step.

Again, conversion can be free.

Conversion can say, you listen to me here.

You found me here.

Come hang out with me here.

Okay?

Simple as that.

All right?

I will see you in the next episode.

Until then, I love you.

I believe in you.

You got this.

Go sell your shit.