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How I’ve Generated Millions of Dollars with Being Active on Social Media
Episode 2 • 9th September 2025 • Scale Your Vision • Adriane Galea
00:00:00 00:38:21

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If the thought of posting on five platforms a day makes you want to curl into a ball and take a nap, this episode is your permission slip to build a sales engine that doesn’t live or die by the algorithm. We’re breaking down visibility in a way that aligns with your energy, your season of business, and the way you actually like to connect — so you’re not force-feeding yourself trends that never turn into revenue.

Over the past decade, I’ve scaled multiple businesses to multi-millions while barely touching social media — and not because I had a secret content hack, but because I understood how visibility really works. In this episode, I’ll show you what’s actually available beyond the trying to make the algorithm gods happy — from active strategies that give you quick bursts of attention to passive ones that compound for years — and why picking the right mix can change everything about how your business grows.

🌟 Have a specific question you want me to workshop on the show?

I set up this voice-note line so you can send context-rich questions I can answer for everyone’s benefit — and I can’t wait to hear what you’re building!

What’s inside this episode

  • The real difference between creating social posts versus assets that work for years — and why neither is right or wrong
  • A counterintuitive way to use social media that supports referrals and retention without building a content hamster wheel
  • The only 4 ways to generate visibility — and how they combine into a compounding flywheel
  • A practical way to turn old podcast episodes into long-term, evergreen sales assets
  • The re-engagement email sequence you can use to warm a cold (or dead) list and earns trust in days
  • The super simple visibility stack to start now with a longer term plan to shift weight toward compounding assets
  • The permission slip that frees you to pause *any* marketing channel, re-evaluate ROI, and come back if and when it actually serves the plan


Connect with Adriane and Visionaries!

Transcripts

Speaker:

Over the years, I have

generated millions of dollars

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:

in revenue in my own businesses.

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It took me like, full disclosure,

it took me many, many, many years

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to even make my first six figures.

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And then from there things

moved really quickly.

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And since then I've been, you know,

I've been able to replicate growth in

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a lot of different businesses across

different models, all pretty quickly.

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So, but really at the end of the day,

I have really never focused on one

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specific thing, and that is social media.

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In fact, I would go so far as to

say I cannot stand social media.

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Like, just to be totally honest,

I haven't used Facebook since.

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Um, the 2016 American presidential

election, if you know, you know, it was,

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it was a bad time to be on social media.

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Oh gosh.

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And I can only imagine.

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It has not gotten any better.

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Let's not talk about

politics at all, shall we?

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Um, and.

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You know, like personally, I

would not even have social media

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if it weren't for my businesses.

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It's just not something

that I really enjoy.

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I would rather, um, just send me a text

message or something like, that's how

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I'd like to keep in touch with people.

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Um, and so anyhow, I get often asked.

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How on earth do you make money if you

are not on social media, especially

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if you are an online business.

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But even if you're not only an online

business, or even if you're not really

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operating, even if none of your business

operations really exist online, like

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if you are strictly an in-person

brick and mortar style operation.

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Well, let's get to it.

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So first and foremost, to make

sales, this is what it comes down to.

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You need TLC, and I love to make the joke

here that it, you don't need the waterfall

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kind of of TLC, the waterfall chasing

kind of TLCI tell that joke every time.

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I'm like, you want TLCI, I have to

tell the the TLC waterfall joke.

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I just can't not do it.

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Um, but TLC stands for

traffic leads and conversions.

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That's the kind of TLC that you.

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Literally must have in

order to make sales.

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If you don't have any one of those,

well, if you don't have the first

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thing, you can't have the second thing.

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And if you don't have the first two

things, then you definitely can't have

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the last thing, which is conversion.

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So, but at the, at the

beginning of that is visibility.

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So in order to generate traffic so that

you can generate leads so that you can

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turn those people into conversions,

it's visibility that starts that.

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Visibility is what fuels traffic.

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So visibility is where all of this starts.

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It is only like social media only

comprises one visibility mechanism

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in general, like one sort of macro.

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Visibility mechanism because I

know there are a lot of different

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platforms for social media, so like

each one of those things would be

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their own visibility mechanism.

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But you know what I mean?

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Like visi, social media is

only one of those things.

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There are all different kinds

of other visibility mechanisms.

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There's speaking, there's

podcasting, there is, there are.

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There are events that you could have

in your, like if I ran, when I was

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running my music studio or my music

school, my performing arts school

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really started as music school,

then became music acting in dance.

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And one of the things we very

often did were open houses.

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That's another.

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Mechanism for visibility.

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Um, I would actually argue that open

houses were probably more of a lead

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generation thing, and we did things

like pass out flyers and we did word

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of mouth with, you know, telling

the kids, like, invite your friend.

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Those were really popular nights

where we'd say, oh, you know, like,

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invite your friend, your friends

can come to dance class with you.

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Oh, they loved it.

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And then the little kids would go

home and they'd be like, mom, I

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wanna sign up for dance Listens too.

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Anyway.

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So, you know, there are lots of

different ways to generate visibility.

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We're gonna get into

what all this looks like.

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But what I wanna start with is I want

you to understand the difference between

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active and passive visibility mechanisms.

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This is my own terminology.

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And so I don't know that you're

gonna see this anywhere else, but in

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general, an active visibility mechanism

is something that I would define as

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being able to give you very quick

visibility, which is, that sounds great.

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I want quick visibility because

quick visibility means that I can

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instantly or very quickly generate

more traffic, which means I have a

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better chance at turning those people

into leads, which means I have a

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better chance at making sales faster.

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So, hey, quick visibility.

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Sounds great.

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The downside of active visibility

channels and the trade off

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for that quick visibility is

typically that it fizzles quickly.

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So social media is the epitome of an

active visibility mechanism because

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you are able to publish a post and it

will typically get sent out into the

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world relatively, relatively quickly.

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And you know, sometimes it

takes a little while to ramp up.

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And I understand that viral posts

often, you know, on social media,

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can happen months and months later.

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But by and large, you're typically

going to see the entire life cycle of

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any given piece of content happened

in a really short span of time.

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Relatively soon after you

initially published it, right?

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That's not a hard or fast rule, but

in general, it's gonna happen quick

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and then it's gonna fizzle quick.

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Whereas a passive visibil visibility

mechanism is going to give you

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longer term visibility so that.

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Single piece of content can work

for you again and again and again

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for the next several months, maybe

even several years, maybe longer.

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That also sounds delightful.

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The downside of that, if there is, if you,

if you were thinking of it in terms of

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like what's the downside is that typically

there's a longer runway to get you there?

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It typically takes a little

bit more time, energy.

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An effort to get to the point

where your passive visibility

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mechanisms actually work for you

in the way that you want them to.

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So like, a good example of this

would be if you have a blog and

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it's not, you know, a case where.

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This is what makes it a passive visibility

mechanism is you're not going to publish

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a blog post and then next week all of

a sudden there's going to be droves

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of traffic coming to your website.

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That would be, that would be unreal

if that's the way that it worked,

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but it does not work that way.

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It typically like.

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It doesn't have to take this long, but

if you're really wanting to be more

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cautious, and especially if you're

just starting from scratch and you

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don't have all the time in the world to

dedicate to it, like you're typically

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looking at at least six months of work

before you really start to see a return

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on your efforts, that's a long time.

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And most business owners don't have

six months to sit around and you know,

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just write their little hearts out,

writing their blog for six months and

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then wondering if this is working.

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And, you know, and the problem with that

is like, if you don't have a proper SEO

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strategy six months down the road, and

you're not gonna be any further than when

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you started because you didn't have a

proper strategy for how to actually even

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get that content out in front of people.

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And if you're not doing other things

in tandem with that, in order to

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boost this, that, and the other,

like there's it, you know, there's

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a whole ecosystem that goes into it.

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But if you understand what you're doing.

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If you really work quickly, your

SEO strategy could be working for

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you next month, the month after,

quicker than six months anyway, and

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it can work very, very well for you.

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And now all of a sudden you are

getting, you know, a consistent amount

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of traffic coming to your website and

it's generating leads to you, leads

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for you, and then you are in turn

able to convert those people to sales.

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That sounds delightful, but of course

it's going to take more intention.

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It's gonna take more intentionality,

and it's gonna take more of a

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specific strategy to get you there.

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So this is, I mean, it's kind

of where you start to look at,

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you're choosing your heart, right?

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Like a lot of times business

is about choosing easy now for

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hard later, or choosing hard.

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Now for easy later, this is not an exact.

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An an exact right use of

that specific concept.

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I think because it doesn't, I don't

think it's necessarily about easy

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and hard, and it doesn't have to

be, and it does, you know, there's a

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lot more that goes to it and there's

a lot of nuance that goes into it.

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But in general, that's

what you're looking at.

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Social media works very,

very, very quickly.

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But it's gonna fizzle out more quickly.

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You have to continue to put effort

into it, but even then, if you

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don't have a messaging strategy, you

don't have a content strategy, you

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don't have, et cetera, et cetera.

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And then even if you're generating

quite a lot of traffic and you're

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getting quite a lot of leads, you're

not necessarily going to be con able

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to convert any of them if you don't

have an actual conversion strategy.

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And that's with any, you know,

that's with any visibility mechanism.

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I know so many people who are like,

I'm generating droves of leads

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and I am not making any sales.

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I think that's gonna be one

of the episodes coming up.

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It's like, what do I do with this?

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What does this mean?

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How do I, like, what do I do?

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How do I increase my conversion rate?

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So, you know, let's.

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There are things, there are touch

points that you wanna look at.

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Look at all the, all along the way.

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It's more about understanding

what is going to make the most

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sense for you in this season.

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What is going to make the most

sense for you based on your energy?

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What is going to make the most

sense for you based on the way

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you enjoy producing content?

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You know all like what's gonna make

the most sense for you overall?

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What do you have the

ability to do right now?

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So that's active versus

passive visibility mechanisms.

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So social media, as I said, is active.

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And it's, what I would say is

like the digital version of foot

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traffic, so the active visibility

mechanism that exists out in the

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real world with brick and mortar.

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Not that online businesses

are not the real world.

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Sometimes as someone who's been in both.

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Sometimes online business doesn't

feel like the real world, but it's,

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you know, it's not if you're, you're

run, you're clearly running a real

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business if you have an online business.

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But you know, the, the.

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In person version of this, I

think would be foot traffic.

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So if you go and open a coffee shop

or you go open some type of retail

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store or you know, whatever it is that

you're opening and you have or you,

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you open a, you open a performing arts

studio, um, person after my own heart

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and you know, you have foot traffic.

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That's, it's very quick visibility

you get anytime someone is driving by.

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You have the opportunity to catch

their attention and to generate

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some interest with that person to

say, Hmm, I should stop in there.

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And lemme tell you, if you have never

run a brick and mortar business,

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people absolutely stop in just because

they're like, wow, what are you,

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what are you guys doing in here?

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What's going on?

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Like when I was even in the process

of just doing the renovations for my

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performing art studio, like I had so many

neighbors stop by who were just, they

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were like, we're just curious what's,

what's going in and what's going on and

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how, you know, what are you doing here?

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And they, like, some

of them became little.

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Little, little birds with

the rest of the community.

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They were like, oh, did you know that

there's a performing arts school going in?

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They were like, that's so cool.

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I wonder, I wonder if my

granddaughter knows this.

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And I remember I had this one

conversation, I'm completely

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derailing here for a second, but

this one woman was like, oh, I should

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tell my daughter loves to sing,

or My granddaughter loves to sing.

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And I was like, oh, okay.

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Like does she do anything right now?

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Let's say she in choir.

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Is she.

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You know, does she do

any of her school plays?

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Whatever.

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And she was like, oh,

she's in kindergarten.

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She goes to, I won't say

what school she went to.

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Not that it would really matter here,

but I was like, that school's about

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45 minutes away, so I'm assuming

she lives about 45 minutes away.

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I was like, that's really kind of you.

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She's definitely not going to

come here for voice lessons.

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Also, a 5-year-old really shouldn't

be in voice lessons, but I digress.

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So, but you get these people who

are like, oh, great, I'll be your

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little brand ambassador and ominous.

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I, I would love to tell people that.

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Well, there's gonna be a new

coffee shop going in and I'm so

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glad that it's not Starbucks.

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It's gonna be some local coffee shop

that's gonna be so great, you know,

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whatever people are gonna, people

become that foot traffic becomes the

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little version of social media for you.

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But again, it's gonna fizzle out

quicker because that person who comes

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in who's like, oh my gosh, there's

gonna be a coffee shop here and it's

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not a Starbucks, and I'm so glad

there's gonna be like a independent, an

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independently owned coffee shop here.

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They're gonna forget about it by tomorrow.

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Like, you know what I mean?

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People are so distracted.

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Are they gonna remember to tell their

friends like they said they were going to?

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I don't know.

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Probably not.

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If they're in the neighborhood,

hopefully they remember to stop by

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once you're open and come test out your

cup of coffee, that is not Starbucks

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that they were so excited about or

whatever, but you know what I mean?

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Like it just doesn't work the same way.

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So, or it works very similar to

social media in that, in that way is

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probably the better way of saying that.

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Sometimes things make sense in my brain

where I'm like, this is definitely gonna

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come out the way that I want it to.

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And then it comes outta my mouth and

I listen to it and I'm like, hang

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on, that's not, that did not make

sense now that I said it out loud.

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Anyhow.

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You've got social or you've got social

media, then you've got, that's like foot

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traffic, but a digital version of it.

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And then if so, there are

certain things that can be both.

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There are certain things that

can be both active and passive

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visibility mechanisms depending on

how that specific thing functions.

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Or the way that you're engaging with it.

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So I would argue that events can be both.

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Like if you go and speak at a conference,

it more likely than not is going to be

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more of an active mechanism for you.

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It's probably gonna fizzle

out relatively quickly.

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Like if you don't get, if you don't tr, if

you don't get those people to convert into

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leads really quickly after that conference

or even at the conference, there's a

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really good chance that you're never

gonna hear from those people ever again.

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Right.

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Like it's gonna give you a huge boost

very, very quickly, but it doesn't

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work exactly the right the same way.

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'cause it takes a lot before you

even get to the event to, you

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know, pitch the, I did a, I did

a conference pitch this morning.

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It's the first time in a really long time

I've submitted a, a conference pitch.

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It took me two hours to write this pitch.

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And that's side note, if you want to

speak at conferences, like it's probably

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gonna be taking you a minute because you

want to tailor what you're writing that.

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You want to, you want to tailor your

pitch and write it specifically for

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that conference and what they're doing.

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And so anyhow, I sort of digressed there.

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But like it took me a long time.

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It took me about two hours to write

this pitch and nothing may come of it.

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And if, even if I were to get it,

it's in March, it's six months from

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when I'm record, it's more than six

months from when I'm recording this.

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So, you know, that's not exactly

quick, but when you actually get to

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the event, things can happen very,

very, very quickly for you and.

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Um, and then they fizzle out very quickly.

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Something else that can

be like, maybe it's both.

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How does this, how does this work

within this sort of framework

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that we're thinking about this?

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I think ads are a really

good example of this.

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Ads are something that they

function quickly, like social media,

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but when you get them working,

they can work for a long time.

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Similarly to a passive visibility

mechanism, ads are like the unicorn

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of visibility mechanisms, and because

they're the unicorn of visibility

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mechanisms, they are, I would argue,

the hardest to crack the code on.

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And this is if you've, if you have ever

said this or if you know someone who's

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been like, you know, I spent a thousand

dollars on ads and I had absolutely

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nothing to show for it in the long run.

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Like I just literally

lit my money on fire.

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Yeah.

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That's really possible

that it's gonna happen.

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That that's gonna happen.

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And as someone who.

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Has run ads for other people.

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Like my part of my agency work was

I ran done for you ads for people.

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I would never take someone's money

without them having the very clear

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understanding that you have to be

willing to light money on fire in order

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to ever get your ad strategy anywhere.

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And in fact, like this is also, I'm

going to digress to just add a side note,

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since we're talking about visibility, you

have no business hiring an ads manager

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or hiring an ad buyer or some type of

media buyer, some type of ad agency.

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There's no logical reason for you to even

start to think about doing that unless

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you have probably a $10,000 a month ad

budget and you are already generating.

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Hundreds of thousands of dollars per

year, and I so strongly feel that

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way that I literally would not have

even talked to you about running ads

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for you unless that was the case.

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When I first started running ads for

people, it was not quite that, quite that

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drastic because my, my monthly retainer

fee wasn't as high, but eventually my

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monthly retainer fee was very high and

it like it would not have made because

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I got phenomenal results for people.

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Like really, really good results for

people and it would not have made sense.

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When you don't have that big

of an ad budget, like figure

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out how to run ads yourself.

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Anyway, that's a different

topic for a different day.

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If anyone has ads, questions,

leave it in the voice notes.

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There's a link in the show notes

that you can leave me questions.

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They can, they can be any type of

question, but if you have questions

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about ads, I know all about ads.

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I know a lot about a lot of

things at this point, but.

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Anyhow, I digress.

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Ads are kind of a unicorn and that they

are both like very much an active and a

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passive visibility mechanism because once

they work, they work really, really well.

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Um, and then they can

break like anything else.

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But typically once you have them figured

out, like you have them figured out.

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The other thing that I would add in here

would be something like email, because.

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When you send each individual email,

the lifecycle of that piece of

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content is going to fizzle quickly.

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But your email list as a whole is

a passive visibility mechanism.

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So each individual email is an

active visibility mechanism, but

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your email list as a whole, or your

email sequences are more of a passive

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visibility mechanism and just, I don't

wanna assume that anyone knows what

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any given thing is that I talk about.

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So an email sequence is something, it's

like an automation or it's an automated.

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Series of emails that goes out.

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So someone opts into your email list,

you send them an initial welcome.

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The next day they're gonna

get maybe a list of resources.

347

:

The day after that, they're gonna get

maybe something else, maybe two days

348

:

later they're gonna get something else.

349

:

Two days after that, they're

gonna get another something

350

:

else, et cetera, et cetera.

351

:

And then depending on their behavior,

you might move them into other sequences.

352

:

And there's lots of ways to automate

your email list in really smart ways

353

:

that it really does become a passive.

354

:

Visibility mechanism for you.

355

:

Um, and the, you know, the flip side

of that is you have to make sure

356

:

that your messaging is on point so

that they actually wind up converting

357

:

in the way that you want them to.

358

:

And it takes, you know, it takes

a lot of time and effort to build

359

:

all these, all these emails out.

360

:

And so all these things, so

anyway, those are sort of the like,

361

:

well, which one are they sort of.

362

:

Virtually everything else is gonna

be a passive visibility mechanism,

363

:

SEO and blogging, Pinterest,

podcasting, um, thi, things like that.

364

:

Well, I would argue that guest

podcasting is more active because that

365

:

episode is gonna go out, it's gonna

have its moment in time and that, I

366

:

guess it works similarly to an email

list in that way where like each.

367

:

Well, no, that's not true.

368

:

If it's a guest episode, I'm like talking

myself through my own framework here.

369

:

If it's a guest episode, it's

probably more likely going to be more

370

:

of an active visibility mechanism.

371

:

If you have your own podcast,

it's a little bit different.

372

:

Those episodes can, you can get

a lot of runway out of episodes.

373

:

Like I link a lot of my past podcast

episodes and email welcome sequences.

374

:

So there are episodes from a

couple years ago that I still get

375

:

notified are getting, you know.

376

:

Dozens and dozens of dozens of

downloads every week, basically

377

:

because I'm linking them because

they're some of my better episodes.

378

:

And so, you know, podcast

episodes, you can really get

379

:

a lot of runway out of them.

380

:

And I would also argue, just like

side note, if you want to get more.

381

:

If you wanna get more runway out of your

guest episodes or if you do, you know, if

382

:

you guest post on other people's platforms

or any type you, anytime you're doing

383

:

something that's borrowed, we're gonna

talk about the four B's of visibility.

384

:

Next.

385

:

Anytime you're doing borrowed

visibility, I would argue like put

386

:

those things in your welcome sequence.

387

:

Number one, it adds credibility if

you're on someone else's podcast to

388

:

show like I was on so-and-so's pod.

389

:

Especially if you're on something like, I

was on Jenna Kutcher's podcast, or I was

390

:

on Amy Porterfield's podcast, or I was on.

391

:

Brene Browns.

392

:

I don't know if Brene Brown even has a

podcast, but like if she does, you know,

393

:

I was on this really phenomenal podcast,

or I wrote a guest article for Forbes,

394

:

or I wrote a guest article for MINDBODY

Green, or, you know, whatever that thing

395

:

is, if you can show that that adds a lot

of credibility and street cred to what

396

:

it is that you're doing, and it gives you

more traction for that individual thing,

397

:

you don't, and it kind of buys you some.

398

:

Some brownie points with that,

that the host of the thing or the

399

:

producer of the thing, or you know,

whoever the person behind that is.

400

:

Like, I know personally, if someone

was like, I'm gonna link your podcast

401

:

in my welcome sequence and send

people, it's a win-win on both sides.

402

:

It's a win for the guest of my

podcast because they're going to.

403

:

Show like, Hey, I've been interviewed

on other people's platforms.

404

:

There are other people who see

me as an expert on this topic.

405

:

So you should see me as an

expert on this topic too.

406

:

And you can go listen on Adrian's podcast.

407

:

And it's a win for me because in

turn that that guest is sending me

408

:

more, more audience for my show.

409

:

And so if I find out that

someone's doing that, like.

410

:

There's, you get a lot of brownie

points for that in my eyes.

411

:

And I think any person who is the,

is the producer of a platform.

412

:

Like, without getting too far into

the weeds around this, I know as a

413

:

podcast host, when I bring guests

on, it does almost nothing for me.

414

:

Almost nothing like it's, it's

shocking how little guests actually

415

:

move the needle for like more episode

downloads and expanding your audience

416

:

ship and expanding into new audience

base and those types of things.

417

:

It's very, very, very

rare that that happens.

418

:

So.

419

:

For your information.

420

:

If you were ever interested in starting

a podcast because you think that like you

421

:

can just have guests on it, it's gonna

explode your audience and your visibility.

422

:

Ah, all contraire.

423

:

It does not work that way.

424

:

It's, I wish that that's how it

worked, but it does not work that way.

425

:

But if I knew that someone

was like, they put it in their

426

:

email sequencer, they were.

427

:

Actively promoting it in other places,

and it was just part of their, that

428

:

would speak volumes to me about like,

you know, just things like maybe when

429

:

time comes to choose speakers for an

event, I might be more likely to look

430

:

at that person because they're like

a little brand ambassador for me.

431

:

You know what I mean?

432

:

That's not to say that I'm

definitely gonna choose that

433

:

person over someone else, but it,

I think it factors in, I think it

434

:

factors in, take that or leave it.

435

:

So anyhow, the second part of what

I really want to get into around

436

:

this is the four B's of visibility.

437

:

So there are only four ways

to generate visibility.

438

:

In any business like that is where

I say, well, you know, it's not

439

:

a hard or fast rule or whatever.

440

:

It is a hard rule.

441

:

There are only four ways

to generate visibility.

442

:

You can build it, you can

borrow it, you can buy it.

443

:

And then this is what makes it a me

framework is you can bedazzle it.

444

:

And that's just my fancy way of

talking about referrals and retention.

445

:

So you can build.

446

:

If you build your own social media

platform, if you build your own

447

:

YouTube channel, if you build your own

podcast, et cetera, you can borrow it.

448

:

If you go on other people's podcasts,

if you do a live with someone on some

449

:

social media channel, if you, uh,

if you go speak at someone else's

450

:

event, et cetera, you can buy it.

451

:

If you run ads, if you buy a sponsorship

for an event, things like that, or you

452

:

can bedazzle it where you are getting.

453

:

Isn't that funny?

454

:

I think that's funny.

455

:

You can bedazzle it where you

know you've done such a great job

456

:

for someone because this is a 10.

457

:

This is essentially where you

start to get your evangelists.

458

:

People who have.

459

:

Liked what you do well enough to they're,

they're willing to, number one, come back

460

:

and work with you again or buy from you

again and potentially also spread the

461

:

word about you and let their friends know.

462

:

Let their audience know that they should

be checking out what you're doing.

463

:

So it's retention and referrals.

464

:

So with those things in mind, what

else could you do that is not social

465

:

media if you don't want to be on

social media, what else could you do?

466

:

What else makes sense?

467

:

So if you don't wanna be on social

media, you need to find an alternative.

468

:

You need visibility to make sales.

469

:

So what does that look like right now?

470

:

I'm asking, I'm actually asking

you, what does this look like for

471

:

you right now in your business?

472

:

How are you typically making sales

if you are not really making any

473

:

of your sales through social media?

474

:

If you are predominantly making

sales through, let's say, referrals.

475

:

Like, I know that this tends to be

true for a lot of service providers,

476

:

especially service providers, where

they get to the point where they're

477

:

doing like 50, a hundred thousand

dollars per year, $200,000 per $200,000

478

:

per year, and a strictly freelance,

uh, done for you service provider,

479

:

provider model is, that's, that's a lot.

480

:

It's like you might be

approaching burnout at that point.

481

:

Start to talk about like,

where do we go from here?

482

:

But anyhow.

483

:

You know, it's um, at that point, like

I know a lot of s service done for you.

484

:

Service providers get to that point

and they're like, hang on a second.

485

:

I'm really getting the

majority of my business from

486

:

referrals and repeat clients.

487

:

Someone that I worked with three

years ago who's ready for a new

488

:

website, or someone that I worked

with a couple years ago who now needs.

489

:

Um, sales copy, or I wrote this person's

website copy last year, and now they

490

:

want me to write a sales page for

them, or, you know, things like that.

491

:

Or, I did this person's

trademark last year.

492

:

Now they want me to do a

new trademark for them.

493

:

I did this person's, uh, tax return.

494

:

Now they wanna bring me on as

a, as a bookkeeper or something

495

:

for their entire business.

496

:

You find that these pe it's more

of that bedazzled visibility.

497

:

I can't say without laughing.

498

:

It's just fun.

499

:

Where, if that's the case for you, if

the vast majority of your business is

500

:

not coming from social media and you

don't wanna be on social media, then

501

:

can I just give you the permission

slip to not be on social media?

502

:

Like I if, if there's something that you

really, really do not wanna be doing.

503

:

Now, if you are getting.

504

:

80% of your business from social media.

505

:

Maybe it's not really the smartest move

to just up and pull the plug, maybe.

506

:

Maybe that's just not really the

move, but you know what I mean.

507

:

If you can directly track that the

majority of your sales are coming

508

:

from something that is not social

media or something that is not any

509

:

like insert visibility mechanism here.

510

:

If it's not coming from that and

you don't wanna be doing it anymore

511

:

because it's exhausting or you

don't enjoy it or it's not whatever.

512

:

Stop.

513

:

Like the worst thing that can happen is

you get two weeks down the road and you

514

:

realize you made a mistake, or you get six

months down the road and you realize you

515

:

made a mistake and you can start it again.

516

:

It's really not that big of a deal.

517

:

So when I talk about operational stuff,

when you, this is also a different episode

518

:

for a different day, but I will look at.

519

:

Different parts of, you know, like, look

at all of the tasks that you're doing.

520

:

This is why I really love

time tracking things.

521

:

So let's time track what you're doing and

look at all the different places where

522

:

your time is going in, in your business.

523

:

And then when you start to look at

what makes sense to delegate, what

524

:

makes sense to keep, what makes

sense, to maybe try and systemize with

525

:

something that you're delegating it

to, like a technology or a resource.

526

:

So you're not delegating it to a human.

527

:

You're building some type of.

528

:

System for it, um, and, you know, et

cetera, et cetera, or what are the things.

529

:

So you are either, you are either,

well without getting, I don't wanna

530

:

get too far into the weeds around

this or it's gonna get really long.

531

:

But one of the thing, like one of

the options that you have there is

532

:

just stop when I talk about this.

533

:

Just stop.

534

:

You can stop it.

535

:

You can systemize it, you can whatever.

536

:

You can just stop and down the

road, you can start it again.

537

:

That's the beauty of it.

538

:

So, you know, look at,

look at it that way.

539

:

The other thing is, and I

have a lot, again, this comes

540

:

back to service providers.

541

:

I know a lot of service providers

realize, oh wow, most of my business

542

:

is coming not from social media.

543

:

And if you don't wanna stop social media

altogether, or you want to use social

544

:

media a little bit more intentionally

toward the thing that is actually helping

545

:

you generate more sales, start using

social media shock horror to be social.

546

:

Pause for a dramatic effect.

547

:

You know what I mean?

548

:

Like maybe you can use social media

instead of trying to produce perfectly

549

:

crafted pieces of conversion content

and or viral content or whatever

550

:

the thing is that you're doing.

551

:

Share personal stuff.

552

:

Share things about your

life, share your perspective.

553

:

Share whatever comes to mind,

and like stay active in the

554

:

dms with people that you like.

555

:

Not because you wanna sell them something,

but because you like them as humans.

556

:

Check in on them.

557

:

Maybe instead of having a post calendar,

have a check-in calendar where you know

558

:

that like every I, I heard someone talk

about how the first half of their day on,

559

:

on Fridays, so every single Friday from

first thing in the morning till midday,

560

:

when they go have lunch or whatever,

that's their time where they send text

561

:

messages and dms to, they have a list

of people to just check in on them.

562

:

Hey, thinking about you, how are.

563

:

How's it going?

564

:

Thinking about, we talked about this.

565

:

What's, what's new with that like?

566

:

And they have a system around that.

567

:

That would drive me nuts.

568

:

I think.

569

:

I would hate that because I don't love

doing the same thing every week at

570

:

the same time or like anything on a

schedule like that really drives me nuts.

571

:

Really, really cramps my

style, if you know what I mean.

572

:

So like that would really wouldn't

work well for me, but I know a lot of

573

:

people for whom it would work very well.

574

:

And so you can use social

media in a different way.

575

:

If you just don't enjoy like the

content creation piece of it, maybe

576

:

you don't have to do it that way.

577

:

But you know what I mean, you don't

ha, it's more about are you at a place

578

:

in your business where you're not

making sales or you are making sales?

579

:

If you're not making sales, then

I'm gonna go ahead and argue.

580

:

You need to figure out where to spend your

time in the most effective place possible.

581

:

And if that thing is social media for you,

then like going on all in on social media.

582

:

If you don't from the start, wanna build

your business on social media, it might

583

:

be a trade off of it's gonna take you

longer to or to generate revenue because

584

:

you're gonna be doing other things, but

pick a bit different visibility mechanism.

585

:

You know what I mean?

586

:

Like if you wanna grow, if you wanna

grow a podcast instead, understand

587

:

like where are you gonna promote it?

588

:

If you don't have social media,

where are you gonna promote

589

:

your podcast sort of a thing.

590

:

My general recommendation is

pick one social media platform.

591

:

Start your email list and if you have

the bandwidth for it, pick one passive

592

:

visibility mechanism and have the

intention if this is what you desire

593

:

to eventually move from your active

to your passive visibility mechanism.

594

:

And in the meantime, you're

figuring out your, your messaging

595

:

and all those other things.

596

:

But realistically, like this podcast is

meant for people who are in more of a

597

:

growth phase or they are ready to scale.

598

:

So realistically.

599

:

Like if you don't wanna be

on social media, you don't

600

:

have to be on social media.

601

:

I've generated literally millions

of dollars and the last year that

602

:

I was in, in my performing arts

studio, was it that year had we not

603

:

wind up clo wound up closing, we

would've finished the year between 1.2

604

:

and $1.4

605

:

million.

606

:

The year prior to that, we did

more like 800, somewhat, 880,000,

607

:

some odd dollars in that year.

608

:

Let me tell you.

609

:

Do you know how much social

media was a part of my strategy?

610

:

I mean, not at all.

611

:

The only thing I used social

media for was sometimes I'd

612

:

be like, Hey, come see a show.

613

:

We're producing a play.

614

:

Come see a play.

615

:

Or I'd be like, Hey, look

at these cute kids dancing.

616

:

Isn't that nice?

617

:

And their parents would be

like, oh, they're so cute.

618

:

We love when you post pictures of them.

619

:

And that was it.

620

:

That was my entire social media strategy.

621

:

Or I'd be like, ah, guys,

we're having an open house.

622

:

And people would do the work for me.

623

:

I would, they would share it.

624

:

Oh, our kids take lessons here and

or, you know, our kids dance here.

625

:

Our kids take piano here.

626

:

You should come to this.

627

:

Like come to the, and they'd share it.

628

:

And then like, that was the extent

of my social media strategy.

629

:

That was it where I was getting

all of my traction from.

630

:

Well.

631

:

This kind of gets into a different,

like how I specifically did

632

:

this, but I was getting tens of

thousands of views per month.

633

:

On, on our website, we had

two different websites.

634

:

We had one for the school

and one for the theater.

635

:

Each of them were generating tens

of thousands of views per month.

636

:

The theater was generating.

637

:

Some months more than a hundred

thousand views per month because we

638

:

got big, big media coverage and it

skyrocketed everything I was doing with

639

:

SEO and like it was just, uh, it's a

different story for a different day.

640

:

It was unbelievable when you start

to get media coverage, how it can

641

:

just snowball, like it snowballed.

642

:

The thing with that is it didn't really

translate into revenue for the theater.

643

:

I mean, it helped with like grant

applications and things, so that was, in

644

:

that sense it did lead to revenue, but

it wasn't like, wow, people were banging

645

:

down on our door to come see shows.

646

:

It was just all of a sudden we had a lot

of national and international coverage.

647

:

People who were not gonna like fly

to Detroit to come see a a show.

648

:

So it really wasn't helpful

to generating more sales, but.

649

:

You know, in general, these

are just things to think about.

650

:

So if you want off social, first

and foremost, I would argue start

651

:

strengthening your email list.

652

:

Like hard stop, start strengthening

your email list and email regularly.

653

:

How many times I've asked people

like, do you have an email list?

654

:

Yes.

655

:

When was the last time you emailed them?

656

:

Mm, maybe a couple months ago.

657

:

Okay.

658

:

Well, your task this week is to send them

an email, send them a, Hey, remember me

659

:

style email, and in that, if you need

a strategy for this, let me just tell

660

:

you very, very quickly what you can do.

661

:

Send an email to your entire email list.

662

:

And say, Hey, it's me.

663

:

This is what I do.

664

:

This is what I love helping people with.

665

:

It's been a minute since

you've heard from me.

666

:

I would love to simply offer you

some free resources and give them,

667

:

what do you have resources for?

668

:

Do you have freebie free

freebies that you've created?

669

:

They're already on your list.

670

:

Who cares?

671

:

Give them the freebies.

672

:

Do you have.

673

:

Maybe something interesting that

you've created for your clients that

674

:

you can, even though it's not really a

freebie for you, maybe it's something

675

:

you only give your paying clients,

but just as a, as a token of goodwill,

676

:

you can give it to them this one time.

677

:

Do you, are you an e-commerce shop?

678

:

Can you offer them a coupon or something?

679

:

You know what I mean?

680

:

Like what can you offer them that they're

going to be like, wow, Jane is so helpful.

681

:

Thanks Jane for sending me this email.

682

:

And if they're like, wow, I

don't really want that, then they

683

:

can unsubscribe and it's fine.

684

:

Don't be afraid of un unsubscribes.

685

:

In fact, I would argue I love when

people unsubscribe because if they don't

686

:

wanna be there, I don't need to pay for

them to be there, to be totally honest.

687

:

Like maybe if they're meant to come back,

I fully trust that they will come back.

688

:

I trust in the universe to bring them

back to me when the time is more aligned.

689

:

But like in the meantime, if

they, if somebody doesn't wanna

690

:

be there, then that's fine.

691

:

They're more than welcome to unsubscribe.

692

:

Or if we don't see eye to eye on what

we're talking about, you know, whatever.

693

:

Don't be afraid of unsubscribes, bless

and release and move on with your day.

694

:

But you know, send a, send an

email a couple days down the road.

695

:

Send them another email.

696

:

Reintroduce yourself.

697

:

Tell them an interesting story about how

you got into doing what you, what you do.

698

:

Share your values with them.

699

:

Give them a chance to connect

with you as a human being.

700

:

A couple days later, send them another

email that shares maybe, um, in, in text,

701

:

something that's going to be helpful.

702

:

Helpful for them.

703

:

If you, um, are in more of a knowledge

or service based business, give them

704

:

some type of instructional thing

that they can walk away going, oh my

705

:

gosh, that was so incredibly helpful.

706

:

And, you know, step one, step two,

step three, step four, or these are

707

:

the things you wanna be thinking about.

708

:

Something that they will

genuinely get value out of.

709

:

If you are someone who has products,

show them interesting, unique weight.

710

:

Interesting and unique ways that was not

very articulate in the way I said that.

711

:

Unique ways in in which they can use

your product, you know, if you sell.

712

:

If you sell shirts, maybe show them five

different ways you can style the shirt.

713

:

That could be helpful for them.

714

:

You can, you know, this is what

it would be like with jeans.

715

:

This is if you, you know, if you wear

this, if this, you wanna dress this

716

:

shirt up and wear it more to work, you

know, show them different things, be

717

:

helpful to them in some way, and get

back in the habit of emailing them.

718

:

You're gonna lose a lot of people.

719

:

There's gonna be a lot of drop

off, there's gonna be a lot of

720

:

unsubscribes, but that's all right.

721

:

So, but email, in my opinion,

is always going to be your

722

:

absolute best long-term strategy.

723

:

Because you, you directly have

access to contact anyone at any time.

724

:

That's gonna probably change

down the road with ai and I don't

725

:

really wanna think about it.

726

:

It makes me a little sad.

727

:

It also stresses me out a little bit.

728

:

But like for right now, in this

moment in time, it's a really,

729

:

really, really, really good mechanism.

730

:

So, and then start pursuing

passive visibility strategy.

731

:

If you have specific questions on

this, please send me a voice note.

732

:

It's linked in.

733

:

It's linked in the show notes

where you can send me, Hey, I

734

:

have this specific business.

735

:

I'm interested in this specific thing.

736

:

I am using this particular

visibility channel.

737

:

I'm using social media, or

whatever it is that you're using.

738

:

I don't really wanna do it anymore, or

I wanna do it in a more effective way.

739

:

Give me all the details about what

you're doing, what's working, what's

740

:

not working, what you'd rather be doing.

741

:

All the things, and I would be very

happy to detail for you on this podcast

742

:

a strategy that could be helpful for

you, um, and make it relevant for

743

:

other people who are listening as well.

744

:

So I hope this was helpful for you.

745

:

Uh, leave me, leave me some notes, send me

a message with what your biggest takeaways

746

:

are, and I will catch you in the next one.

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