Tara Bryan:
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Hey, everybody.
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Welcome to season three of The
Scalable Expert® Podcast, the show
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for established expert business owners
who are maxed out on time and ready to
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find the scalable impact of their work.
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I'm your host, Tara Bryan, founder
of The Scalable Expert® and creator
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of the INFINITE SCALE™ Method.
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If you've built a business around
your expertise but feel stuck
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in the time for money trap, this
podcast is your path forward.
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Each week I'll share stories and
strategies and shifts to help you
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step into a new scalable business
model by declaring your authority,
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packaging your expert framework, and
streamlining your offers and systems
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to ultimately become a scalable expert.
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Because it's not about working
harder, it's about building smarter.
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All you need is one signature
expert framework, and you can
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deliver an infinite amount of ways
to be able to scale your business.
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All right.
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Let's get started.
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Welcome back to the
Scalable Expert Podcast.
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I am thrilled that you are
here for today's episode.
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We are gonna talk about your
engagement strategy versus your
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conversion strategy and how a small
shift will change your business.
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Because here's the reality.
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You post consistently
and have real engagement.
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People comment, they share, they send
DMs to say the content resonated.
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You have built visibility in your
niche, but your conversion rates
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don't match those engagement numbers.
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Customers who find you through referrals
close way faster than the people who
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have been following you for over a year.
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Followers who say they love
your content are still not
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sure if now is the right time.
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You've checked the offer, you've checked
the pricing, you've wondered about the
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funnel, and the gap is still there.
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I want to name what is actually
causing this because it is not what
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the market will tell you it is.
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So let's talk about the frustration first.
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The DMs, the "I love your content"
comments, and then silence.
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They don't take the next step.
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The person who messaged
never actually buys anything.
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Compare that to the person who found
you through a referral last week.
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They came in already decided.
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The call took about twenty minutes, and
they were ready to go at the end of it.
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The person who's been following you,
though, for fourteen months or a year
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or whatever, engage in almost everything
that you do, they are still thinking
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about whether this is the right fit.
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So let's be honest, the mental
model the market gives you is to
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just build a better funnel, a more
clear CTA, have higher volume, find
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a different platform, pay for ads.
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What happened when you tried those
things is the gap hasn't changed.
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Because the real question is, if
the content is good and engagement
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is real, why are the wrong people
converting or not converting at all?
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What does someone with fewer followers and
a smaller audience have that I'm missing?
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And is the answer that I'm not
consistent enough, not good
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enough, not visible enough?
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The answer I want to give you today is no.
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It's actually none of those things.
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The answer is simpler
because it's more structural.
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So here is a clear behavior pattern.
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When someone finds you through a referral,
they arrive with a specific context.
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They see themselves in your methodology,
and the conversation is just a formality.
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They're not deciding
whether you are credible.
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The question was answered before
they even jumped on a call with you.
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When someone has been following
your content, they arrive with
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a different understanding.
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They may find you interesting, and
they may value your perspective, but at
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the moment of investment, they have to
decide whether now is the right time to
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trust you with their specific problem.
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That is a different decision.
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It requires more activation energy.
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The difference is not about
you, it is about what the
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content has been making visible.
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Here is the structural truth.
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There are two things
content can make visible.
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It can make the person more visible, or
it can make your methodology more visible.
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Both produce real engagement, but only
one produces customers who already
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arrive convinced and ready to buy.
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Content that leads with the person
builds an audience around the expert.
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People follow because a
perspective is compelling.
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At the moment of conversion, they
have to decide, is this person
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the right guide for me right now?
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But content that leads
with the methodology builds
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authority around your path.
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People self-identify.
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They place themselves on the map.
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At the moment of conversion, they
have already answered the question.
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They are there to confirm the
decision not to make a decision.
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The most important sentence you can
write for your business is not the hook.
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It is the sentence that names the
exact situation your ideal customer
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is living in and the language they
would use to describe it themselves.
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Not your description of the problem,
their words reflected back with
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a clarity that they have not been
able to articulate on their own.
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When they read that sentence, they stop.
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They think, "Who told them about…
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that that was about me?"
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That is the moment the methodology
becomes visible, and that moment
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is what changes who converts.
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Now let me name the model for you.
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Magnetic Expert Positioning is not about
being the most visible expert, not the
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loudest, not the one with the largest
following, the one whose content makes the
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right customer immediately self-identify.
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What IP-led content looks like in practice
is teaching the methodology specifically,
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naming the stages, letting potential
customers see where they currently are on
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the path before they ever speak to you.
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The content test, when your ideal customer
reads a post, do they think this person
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is impressive, or do they think this
person is describing exactly where I am?
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The first response leads to followers,
the second leads to investment.
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This does not require abandoning
what is already working.
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IP-led visibility and personality-led
visibility can coexist.
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The shift is in what
leads, not everything.
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The posts designed to convert
leads with the methodology.
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The posts that build connection
lead with the person.
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I remember when I first started
this podcast, I had a lot of people
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who told me that they loved the
content that I was putting out there.
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The tips and strategies were really
helping them in their business.
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But these are the same people who weren't
converting into my higher-level programs.
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They believed that I had the
expertise and valued what I shared,
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but they didn't get it, right?
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They didn't see the journey to results
that I was taking my customers on
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from the problem they had to the
transformation that they desired.
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But because I was creating helpful
tips and not connecting the dots
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into a pathway that they could see
themselves on, it wasn't clear enough.
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But once I formally packaged my
expertise, named it, showed it visually,
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the conversation started to change.
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Customers came to sales conversations
just asking about logistics and not
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whether or not they would be the right
fit or if this was the right time.
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That is when everything started to shift.
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All right, so before I
let you go, one thing.
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If everything in your business still
runs through you, if you are the
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reason it works and the reason it can't
grow, that is not a hustle problem.
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It is just a structural
one, and it has a name.
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The fastest way to see yours is to
take the free scalable expert audit.
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This is just ten questions,
takes about three minutes or so.
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You'll see exactly which of the
three systems is your current gap.
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In the show notes below, you will find
the link to go ahead and take that audit.
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It will help you as you continue to listen
through this month's podcast episodes.
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If you loved this episode, give
it a rating and share it with
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your friends and colleagues.
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If you're watching on YouTube,
hit that subscribe button so
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you never miss an episode.
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All right, until next time.
