You are listening to JFDI with the
two Lauras, the podcast for social
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:media freelancers who want to get more
visible, streamline their systems, master
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:their mindset, and make more sales.
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:I'm Laura Davis and alongside my
co-host at Laura Moore, we are
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:on a mission to make working as a
freelancer easier because working from
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:home shouldn't mean working alone.
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:We believe relying solely on
long-term clients is a big mistake.
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:It means your bank balance is
capped and puts your income
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:at risk when a client cancels.
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:We are on a mission to help you avoid the
retainer trap, and we want you to build
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:a more flexible business, which means you
can make more money without working with
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:more retainer clients if you are worried
about being stuck in the retainer trap.
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:But the membership is
the place to be inside.
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:We give you the systems training,
support, and accountability
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:to build out new offers.
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:That don't mean taking on more
long-term clients and commitments.
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:You get monthly training from
world class experts in their field.
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:You get coaching and support from both
us and our incredible community of
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:hundreds of other social media freelancers
and to make your life even easier.
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:You also get access to Hub Z, the only
software you need to run your business.
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:So whether you need to send an invoice,
schedule your content, manage your
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:email marketing, or set up a website
or sales page, we've got you covered.
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:Annual membership costs less than three
pounds a day, and all the details are
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:in the description now on with the show.
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:On the show today, I want to bring you
some early insights into our State of
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:Freelance Social Media Management survey.
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:If you haven't already heard
about this where have you been?
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:We've been running a survey.
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:It's the biggest survey of its kind in the
freelance social media management world.
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:Because basically we wanted to get lots
of data and insights from other social
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:media managers to hear, what you're doing,
how much you're charging you know, the
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:challenges you're facing, and essentially
so you can stop feeling so alone.
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:You can understand what people are doing
well, what people are not doing well, and
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:use all of this data for your benefit.
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:Of course, we need the
information from you so that we
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:can collect all of this stuff.
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:. So if you haven't already filled in the
survey, we would be so grateful if you
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:would take a couple of minutes to do it.
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:We'll make sure that the link
for that is in the show notes.
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:You'll also see it on our socials.
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:Takes a few minutes to do it, but
we have got a shameless bribe.
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:You'll also get a free tool from us which
will give you some real good insights
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:into your ideal clients, where you can
find them, where they're hanging out,
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:the kind of language you can use to speak
to them, the problems they're facing.
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:Like, it just gives you so much
knowledge to be able to go and find
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:the people who you want to work with.
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:So fill in the survey.
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:You'll get that for free
as a thank you from us.
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:But you'll also get all of the
information and the data and
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:the report once it's complete.
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:So as I said, this podcast is just
going on the data that we've got so
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:far, and we've had around, I think
it's about 230 or so responses at
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:the time of recording this podcast.
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:We've got a lot of information
but we still want more.
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:And in this podcast, I'm just gonna
go through a few of the things that
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:this survey so far has highlighted.
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:It's highlighted a lot more than what I'm
gonna talk about in this podcast today.
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:So wait for the final report.
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:This is like a sleek peek, if you like.
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:But we do want more and more voices to
get involved so that we can give you
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:as much information as we possibly can
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:So today I'm gonna go through a few
different things that the survey
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:responses have highlighted already.
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:I wanna start with Instagram and what
I'm gonna call the Instagram trap.
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:Now, if you already offer Instagram
to clients as a social media manager,
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:this will be really interesting to you.
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:What we found, and why this is
interesting, is because we haven't
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:just promoted the survey on Instagram.
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:We have promoted it on ads, we've
used LinkedIn, we've used Threads,
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:we've used Facebook, we've used email.
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:We've had other people
share the survey for us.
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:We've shared it in so many different
places, not just Instagram.
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:In fact, I think Instagram is the place
that we've probably mentioned it least.
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:But the results show that 94% of people
who've completed the survey so far manage
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:Instagram for clients or do something
to do with Instagram for clients.
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:Maybe they train them
on there, what have you.
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:So basically, almost everyone who's
completed the survey gets paid for
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:something to do with Instagram,
which I found fascinating considering
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:where we've put the survey.
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:But what I found really interesting
about this is that so many social media
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:managers are offering Instagram services
to clients, but only around half of
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:those people say that Instagram is their
most profitable service, which is wild.
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:If it's not your most
profitable service, what is?
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:And why are you not doing more of that?
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:I just thought that was so interesting.
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:So let's talk about why Instagram
probably isn't as profitable as we're
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:all led to believe It's not just about
what you're charging, for a start.
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:Of course, you could charge more
and make it more profitable, but I
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:don't think it's just about that.
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:It's about how much work
Instagram takes, isn't it?
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:If you think about what you actually
deliver for one Instagram client
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:in a m- in a month, it's probably a
mixture of reels, which require maybe
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:filming or editing, sorting out covers,
captions, hooks, all of those things.
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:Carousels, maybe you're making
carousels or you're telling your
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:clients what to put on carousels.
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:If you're making them, that's
maybe, like, eight to 10 slides.
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:Maybe you're designing all of those.
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:Maybe there's also static posts.
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:Maybe there's also
stories on a daily basis.
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:Maybe you're also doing community
management, replying to DMs, engagement,
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:like proactive engagement and stuff.
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:Maybe you're also researching um, SEO and
all of those sorts of things, monitoring
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:trends, analytics and reporting.
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:Like, that's a lot of
stuff for one client.
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:So when it comes to what you're charging
for Instagram, I feel like not as many
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:people are thinking about that when
they're putting their prices together.
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:You might think that 1,000 pounds
sounds like a lot of money, but when
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:you think about all of those things
that I've just said, if you're charging
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:1,000 pounds or less, you know, if
you're charging 600 pounds, it's a
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:lot of work for that amount of money.
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:And by the time you've worked out
your hourly rate, which we would
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:never, ever recommend anyone charges
hourly, but just for a comparison,
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:you're probably not getting paid very
much per the hour for whatever it
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:is that you're doing on Instagram.
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:If you think about it in relation to
LinkedIn, so 62% of social media managers
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:who took the survey are doing LinkedIn.
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:It was way less than
who are doing Instagram.
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:But if you're offering LinkedIn, it's
probably way less work because your
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:client probably needs a handful of posts
a week, maybe some engagement and what
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:have you, but there's way less output.
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:You're probably not doing all of the
things that you're doing on Instagram.
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:Probably less carousels, less video
editing, less worrying about you know,
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:the captions on the videos, the covers.
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:There's no stories, for example.
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:So there's, the output is less, and we're
not even talking about the outcomes.
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:We're just talking about the output.
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:So even if you charged a similar
amount for LinkedIn, your hourly rate
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:is immediately going to be better.
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:And that's why people who put
that they were using LinkedIn
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:reported it as the more profitable
service that they're offering.
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:So just think about that.
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:It's not just about, "Oh, well, maybe
we should all go and offer LinkedIn."
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:No, that's what I, not what I'm saying.
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:What I'm saying is, what are you
actually charging in relation
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:to the work that you're doing?
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:And if you figure it out, if you have
an Instagram client who is, let's just
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:pluck numbers out of thin air, £800 a
month, it might be that that works out to
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:you're only actually getting £15 an hour.
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:Whereas a LinkedIn client who you're
charging less, let's say you're
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:charging £600 a month, hopefully
you're not charging that little by the
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:way, th- this is just for some maths.
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:If you're charging £600 a month, it might
be that you're actually therefore being
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:paid £40 an hour, so it's more profitable.
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:I am not saying ditch
Instagram by any stretch of the
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:imagination, absolutely not.
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:But if Instagram is the only
offering that you're doing and
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:it's demanding more output, just
think about what do you need to do.
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:Do you need to charge more?
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:Do you need to reduce the deliverables
because maybe some of those things are not
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:as impactful in terms of the results, and
focus on the things that are impactful?
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:Are there ways that you need
to change how you're working?
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:Or do, is it just simply a case
of that you're undercharging?
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:Have a think about all of those things
in relation to what it is you're doing
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:when it comes to working on Instagram.
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:We've always said that Instagram is like a
high-demand, high-output kind of platform
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:and, you know, it just seems to get more
and more demanding as time goes, but I
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:think people are sucking those demands up,
you know, and not putting their prices up
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:to kind of match the output and the, the
work that you're actually putting into it.
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:And that brings me on nicely to the
second thing we wanted to talk about from
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:these results, which is about pricing.
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:Specifically about raising your prices.
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:Now, this statistic, I know obviously
these are only early results, but
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:they are blowing my mind and making
me quite depressed, I won't lie.
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:So this is the headline stat on here.
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:52% of social media managers who've
taken this survey haven't raised
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:their prices in the last 12 months.
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:Can we just sit with that for a minute?
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:That's over half of the people who
took the survey haven't increased
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:their prices in the last 12 months.
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:Can we just think about all of the
other things that have increased
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:in price in the last 12 months?
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:The obvious ones, fuel and food,
they've increased in the last 12 months.
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:If you rent, I would imagine that
your rent has probably gone up.
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:Your mortgage has probably gone up.
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:Every single thing that we're
doing has gone up in price.
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:So why have your prices not
gone up in the last 12 months?
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:It blows my mind.
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:This isn't me having a go at all,
but it's just like, I just want
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:you to think, "Oh my God, yeah.
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:No, everything else has gone up,
so why haven't my prices gone up?"
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:Your clients are probably like,
cheering behind the scenes, "Oh yeah,
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:they haven't put their prices up.
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:This is easy."
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:Y- because everyone is expecting
price increases and if you haven't
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:put them up, like, why is that?
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:What is also really interesting is
that 37% said that they haven't put
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:their prices up, but they plan to.
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:So they want to put their prices
up, but they haven't done it yet.
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:So they know they should,
but they haven't done it yet.
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:What is it that's stopping you
from putting your prices up?
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:Saying you're gonna raise your prices
is not the same as raising your prices.
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:You have to go and do the work.
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:You have to go and put the price up.
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:And I know that sometimes it's scary,
but the more months that go by, and
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:the more it just stays a conversation
in your head, the more your income
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:stays the same, and the less profitable
your Instagram service becomes.
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:And I know that the people that are saying
they're going to increase their prices
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:but haven't done it are doing it probably
because you're afraid of those awkward
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:conversations with the existing clients.
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:You're afraid you're gonna lose
those clients, and you, maybe
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:you don't know what to say.
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:. Maybe it's even im- imposter
syndrome kind of creeping in.
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:Maybe you're questioning
yourself and thinking, you
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:know, "Am I really worth more?
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:Who am I to charge more?"
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:But even if we just go based on economics,
if you like, of the fact that everyone
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:else has put their prices up, it shouldn't
be an awkward conversation because
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:clients will not be surprised that
your prices are going up for a start.
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:They're probably more surprised
that they haven't gone up yet.
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:If you're doing a good job for your
client, and your client understands
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:that because you're doing really good
communication, you know, your reports are
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:telling the right stories, then it's a
no-brainer that they're going to say yes.
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:They're not going to get rid of you.
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:But if you are worried about putting your
prices up, if you're a member, in the
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:members portal, we have , a thing in there
which will help you to risk assess whether
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:or not you should put your prices up.
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:But basically, you want to just
ask yourself, "What will happen
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:if I put my prices up and my
clients say no or they fire me?
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:Have I got a backup plan in terms of
income coming in from somewhere else?"
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:And that could look like you have
got your offer triangle built out,
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:so you've got other services that you
can go and sell to recoup that income.
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:It could look like you've got
leads who are, you know, who
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:you can go and follow up with.
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:Maybe you've got proposals in
with clients, so you know that you
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:could easily replace these people.
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:If you have a plan B and a backup plan,
it's way less risky to put your prices up.
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:So I'd definitely think about
having that plan B in place.
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:But don't just keep putting your
prices off because you haven't
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:had time to have a plan B.
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:Like those prices need to go up,
especially if you know that you're
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:already undercharging, and especially
if you know that the platform you're
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:spending your most time on is the
least profitable and you have figured
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:out your hourly rate and you may
as well, you know, go and get a job
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:none of us want to go and have
to go and work for somebody else
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:and have to ask to have a lunch
break and ask to have a day off.
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:Remember why you've gone freelance,
and one of the things that we have to
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:do as freelancers is pull up our big
girl pants and, you know, have these
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:awkward conversations with clients.
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:If you're struggling with that,
especially if you're a member,
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:come into the members community,
let's have a conversation about it.
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:Come to a members call.
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:We can talk it through and we
can help you to do what you need
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:to do to put your prices up.
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:The good news is though that 32% have
raised prices, but they've only done it
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:for new clients, which is a good thing.
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:Like definitely do that.
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:I know that feels like an
easier option, but it's it's
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:something you should be doing.
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:Just charging more for your next
client is a really good start.
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:If you've been a longtime listener or
you've been in our world for a while,
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:you'll know that Laura and I never charge
the same amount to, like, the next client
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:that we charged for the last client.
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:Our prices are constantly going up.
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:And our prices are also obviously
based on our goals, our you know,
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:our expenses, our lifestyles,
but also the client themselves.
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:Every single client deserves a bespoke
price because they're all different.
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:They have different assets.
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:They have different outcomes they want.
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:They're using different platforms.
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:They require different levels of input.
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:So every single client needs a
different price and that price
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:can continue to go up, right?
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:Until you hit what you
think is your ceiling.
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:And I would hazard a guess that you have
not hit that, hit that ceiling yet of
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:how high your, your income could go.
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:If you've been planning to raise
your prices for a while or you
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:haven't raised your price in the
last 12 months, please take this as
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:your sign to do something about it.
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:I dare you to do something about
increasing your prices this week.
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:Whether it is actually having the
conversation with an existing client,
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:changing the number that you're about to
put on a quote, changing the number that's
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:on your website as your minimum fee.
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:Go and do something about
raising your prices.
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:Please take this as a nudge.
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:And by the way, if you haven't
yet filled in the survey, please
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:go and fill in the survey.
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:We'll make sure that the
link is in the show notes.
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:We really want as much information as we
can from all of you guys, because the more
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:people who fill in the survey, the more
accurate the information is that's coming
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:back out and the more we can help you.
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:So we'll make sure that that
link is in the show notes.
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:The third thing I want to
talk about is coming onto AI.
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:Now, I actually asked AI to go and look
through all of the results and tell me
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:the things that I could be talking about
on this podcast, and the topic name
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:that it gave for this next segment that
I'm gonna talk about is the AI paradox,
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:which I thought sounded w- really swish.
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:I was like, "Okay, I'll go with that."
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:But this is basically
what it's diving into.
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:So the headline stats for you.
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:97% of social media managers are
now using AI in some way, and
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:I think that's fairly obvious.
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:We've all been using AI in some way, but
it's interesting that 97% of social media
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:managers are now saying that they're
using AI in some way in their business.
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:Most people said that they're
saving between two to 10 hours
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:a week, which is amazing.
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:What are you doing with that free time?
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:That's what I want to know.
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:What are you doing with
the time that you saved?
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:Are you using it to go and do fun
stuff, go and lie in the sun or g-
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:you know, go and have a day off?
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:Or are you using it to make money in
other ways or to work on your business?
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:Or are you just saving that time and
you're not doing anything with it?
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:I'm so interested in what you're
doing, so please come and tell us.
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:Let us know what you're
doing with that free time.
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:But what I did find a little bit upsetting
about this is that only 8% of people
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:who are using AI are charging more.
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:81% said that AI has made zero
difference to their pricing.
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:And I found that really
interesting because it made me
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:think, "Well, hang on a minute.
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:What are you actually using AI for that
you don't think that you can charge
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:more and you can increase your prices?
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:, because if you are using AI for the
right things, it should be a no-brainer
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:that you should be charging more.
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:Because we're not just using
AI to save time, are we?
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:We're using AI to do a better job,
and therefore, if our clients are
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:getting a better job and they are
getting better results, it makes n-
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:no sense that we're not charging more.
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:I just wanna th- want you to think
about what is it that you're using AI
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:for that a client wouldn't necessarily
be getting if AI wasn't a thing?
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:So for example, let me just, like, give
you an example off the top of my head.
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:It used to be that the only businesses
that could really afford to do really
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:great, like, customer research maybe
competitor research, all of these things
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:that would help them, they could only
do it if they had big budgets and access
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:to either big teams who could go and
do that research or expensive tools
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:that could do that research for them.
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:Nowadays, we can use AI to go and
get a lot of that information.
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:So why are we putting our time and
effort into learning how to get that
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:information out of AI in the, the
right ways and giving that to clients
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:without them having to pay for it?
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:Like, I'm not saying that we should be
ripping clients off and charging them
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:what they would've had to pay if, you
know, if they were Coca-Cola, for example.
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:But if they have access to that kind
of stuff now and we're the ones who are
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:managing the tools to get that information
for them, that comes at a cost.
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:I just want you to think about that.
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:And what came out of the survey was
that there seems to be two types of
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:social media managers when it comes to
AI and pricing The one type of social
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:media manager prices on time, so how
long it takes them to do something,
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:and the other type prices on value,
so which is what the client gets.
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:Now, if you are somebody who prices
based on time and how long something's
340
:gonna take you, then AI is gonna be a
big problem for you because it means
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:things are gonna take less time,
therefore you're gonna make less money.
342
:If you are somebody who prices based
on value, AI is rocket fuel for you.
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:It means you're gonna get the same
outcome not just the same outcome,
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:it's better outcome, for less effort,
and you're gonna make more profit.
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:So have a think about that.
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:That's important.
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:Have a think about how is your pricing
and how will AI impact on that.
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:The 8% who are charging more because
they're using AI and not charging
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:more for AI, like they're not having
conversations with clients saying, "I'm
350
:using AI to do this, so therefore I'm
gonna charge more," they're charging
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:more because they're delivering more.
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:They are giving better strategies.
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:They are having more deep work.
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:They're able to do the research
that helps them to do a better job.
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:So if you want to be one of those
8% we need to start thinking
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:about what am I using AI for?
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:What are the possibilities that I
could use AI for, and how are they
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:gonna impact me and my clients, and
how are they gonna impact my pricing?
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:The fourth and final thing that
we've pulled out from the results
360
:so far is again based on AI,
and it's what AI cannot replace.
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:Now, a lot of people are
scaremongering on social.
362
:You've seen all the posts, "Claude
Code just killed this tool," and,
363
:"Social media managers are no
longer needed," and all this stuff.
364
:Like, it's all absolute BS if you ask me.
365
:But it was interesting to hear that
it's not just me who thinks this.
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:There are lots of social media managers
who have pulled out the things that
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:AI cannot replace, and these are the
conversations that you need to be having
368
:as a community to kind of build yourself
back up when you're seeing all of these
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:horrendous posts on Instagram and Facebook
about all of the things that Claude
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:Code has just killed, and Claude Cowork
can do this, so you don't need a...
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:it's just absolute BS.
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:Anyway so I saw a post recently on
Instagram that really stuck with me, and I
373
:wanted to say it out loud on this podcast
'cause I just felt like, actually, this is
374
:really interesting, and this could really
help people to think this way as well.
375
:So the post said, " AI is data,
and data can only look backwards.
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:Creativity looks forwards."
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:And I just thought, "Oh,
yeah, that's so true."
378
:And then I saw another thing that
Hans Zimmer, blast from the past, had
379
:said, and he said, "AI is a snapshot
of the past being sold as the future."
380
:AI is always looking backwards.
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:The humans, you and I, we're the
ones who are looking forwards.
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:So AI can't replace that future thinking.
383
:Yes, it can kind of make predictions based
on past data, but AI is always trained
384
:on something that's already happened.
385
:By the way, if you don't know who
Hans Zimmer is, he did, like, the
386
:music on, like, Gladiator and The
Lion King and stuff like that.
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:I know, really random.
388
:Anyway, moving on.
389
:So just to repeat that, AI can only
look at what's already been done.
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:It can only look backwards.
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:And what social media managers
said, which was also in relation to
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:what AI cannot replace, were that
there's some really good things.
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:I'm gonna read out some of these
things 'cause I just thought
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:they were really, really good.
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:AI can't hold you accountable.
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:Notifications and AI can be switched off.
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:A human can't, and it's so true, isn't it?
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:A human can keep nagging.
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:We've all been there, either as the nagger
or the naggee, and AI can't do that.
400
:Like I asked Claude to remind me of
something, and it's reminded me about
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:five times and I still haven't done it.
402
:So if a per- person had kept nagging
me, I probably would've done it by now.
403
:It's the same as when we set
reminders on our phone, right?
404
:And we just ignore them.
405
:AI can't replace that accountability.
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:Somebody else said, "Half of what
I'm doing is thinking about whether
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:something's within scope, whether a
regulator would frown at it, whether
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:a comment in the DMs needs a careful
reply rather than a quick one."
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:And it's that kind of
moderation, isn't it?
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:The human ability to moderate
whether something needs doing,
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:should be doing, should be replied
to in this way or that way.
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:It's, it's- Human judgment.
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:AI can't replace the judgment, just
like it can't replace taste or emotion.
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:It doesn't have any of
those kind of skills.
415
:Now, somebody else said that AI
can't replace them because they help
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:them to tell their clients' stories.
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:That's one that I would push back
on because I think AI is brilliant
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:at helping us to tell our stories,
and the reason I say that is because
419
:our Claude can do that for us.
420
:It depends how well you're training
your, your AI tools as to whether
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:or not it can help you to do that.
422
:And so if you are the person who's
training the AI tool, then the
423
:AI tool can tell great stories.
424
:What I would say is that most business
owners don't know that's a thing, or
425
:if they do know that it's a thing, they
don't know how to train the AI tools
426
:and put all of that information in.
427
:And I think that's a massive gap that
social media managers can fill, and that
428
:could become an incredible paid service.
429
:. Things that did keep coming up was
the strategy and seeing the bigger
430
:picture, the real human relationship
that somebody has with a client,
431
:the in-person content shoots.
432
:Like AI can't replace that.
433
:Well, currently anyway, until we
see like robots driving around
434
:and going and taking photos.
435
:It can't read the room.
436
:It can't see like where the
sensitivity needs to be.
437
:It has no judgment and nuance, as I said.
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:And those things kept coming up, which
I just thought was like interesting.
439
:AI has not replaced us.
440
:I think it's unlikely to replace
us anytime soon, but it has
441
:clarified what we actually do.
442
:The boring, repeatable bits, AI can
do those The things that we don't
443
:need to do, chucking something into
a scheduler, AI can do that for you.
444
:Anything that you do the same way more
than once, AI or an automation can do.
445
:But it can't take away the thinking, the
judgment, the forward-looking creativity
446
:you know, the str- the strategizing,
the pulling all of the different
447
:reports in, knowing what a client
needs, understanding what the audience
448
:really mean by saying certain things.
449
:Those sorts of things it can't replace.
450
:It can make our jobs easier,
it can make us better at our
451
:jobs, but it can't replace us.
452
:So I just thought all of those
things were so interesting to pull
453
:out of the survey, and as I've said,
this is just a little snapshot.
454
:We're s- we're not done.
455
:There is a lot more in there,
and there is a lot more data
456
:that we wanna collect from you.
457
:So if you haven't done the
survey, please, please do it.
458
:I can't beg you enough.
459
:So just a quick recap of the
things that we've spoken about.
460
:Instagram came out as the, like, number
one platform for delivery, but the, it did
461
:not come out as being the most profitable.
462
:Over half of people who took the
survey haven't increased their prices,
463
:and most of the people who said
they want to haven't done it either.
464
:We also pulled out that AI is giving
us back time, but how we're using
465
:that time is questionable, and we're
definitely not getting paid for that yet.
466
:What we do get paid for is the human
forward-thinking stuff that AI can't do.
467
:We want lots and lots more responses.
468
:The link for the survey
is in the show notes.
469
:Please go and take the survey.
470
:I cannot beg you enough.
471
:We have got a shameless bribe.
472
:It's completely anonymous
to take the survey.
473
:After you've submitted the survey results,
you have an option to fill in a form to
474
:get the freebie that we're gonna give you.
475
:The two things are not linked, so we
won't know that your responses are linked
476
:to your request for the freebie at all.
477
:So it's totally anonymous.
478
:Fill in the form.
479
:We would be so, so grateful,
and we'll see you next time.
480
:Thank you so much for tuning in to this
episode of JFDI with the two Lauras.
481
:If you want more support, strategy
and systems to run your social media
482
:business, we send exclusive content
to our email list almost every day.
483
:You can sign up at the
two Lauras dot com slash.
484
:Emails
485
:thank you so much for being part of our
community, and we'll see you on socials.