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191: Are You Charging Enough? Early Insights From The State Of Freelance Social Media Management Survey
Episode 1919th June 2026 • JFDI — The Show for Freelance Social Media Managers • The Two Lauras
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Speaker:

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

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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.

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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

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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

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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.

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You've seen all the posts, "Claude

Code just killed this tool," and,

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"Social media managers are no

longer needed," and all this stuff.

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Like, it's all absolute BS if you ask me.

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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

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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

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wanted to say it out loud on this podcast

'cause I just felt like, actually, this is

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really interesting, and this could really

help people to think this way as well.

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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."

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And then I saw another thing that

Hans Zimmer, blast from the past, had

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said, and he said, "AI is a snapshot

of the past being sold as the future."

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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.

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Yes, it can kind of make predictions based

on past data, but AI is always trained

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:

on something that's already happened.

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By the way, if you don't know who

Hans Zimmer is, he did, like, the

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:

music on, like, Gladiator and The

Lion King and stuff like that.

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I know, really random.

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Anyway, moving on.

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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.

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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.

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So if a per- person had kept nagging

me, I probably would've done it by now.

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It's the same as when we set

reminders on our phone, right?

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And we just ignore them.

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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.

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:

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

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:

our Claude can do that for us.

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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.

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And so if you are the person who's

training the AI tool, then the

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AI tool can tell great stories.

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:

What I would say is that most business

owners don't know that's a thing, or

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if they do know that it's a thing, they

don't know how to train the AI tools

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:

and put all of that information in.

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:

And I think that's a massive gap that

social media managers can fill, and that

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:

could become an incredible paid service.

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:

. Things that did keep coming up was

the strategy and seeing the bigger

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:

picture, the real human relationship

that somebody has with a client,

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:

the in-person content shoots.

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:

Like AI can't replace that.

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:

Well, currently anyway, until we

see like robots driving around

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:

and going and taking photos.

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:

It can't read the room.

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:

It can't see like where the

sensitivity needs to be.

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:

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.

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:

AI has not replaced us.

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:

I think it's unlikely to replace

us anytime soon, but it has

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:

clarified what we actually do.

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:

The boring, repeatable bits, AI can

do those The things that we don't

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:

need to do, chucking something into

a scheduler, AI can do that for you.

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:

Anything that you do the same way more

than once, AI or an automation can do.

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:

But it can't take away the thinking, the

judgment, the forward-looking creativity

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:

you know, the str- the strategizing,

the pulling all of the different

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:

reports in, knowing what a client

needs, understanding what the audience

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:

really mean by saying certain things.

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:

Those sorts of things it can't replace.

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:

It can make our jobs easier,

it can make us better at our

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:

jobs, but it can't replace us.

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:

So I just thought all of those

things were so interesting to pull

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:

out of the survey, and as I've said,

this is just a little snapshot.

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:

We're s- we're not done.

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:

There is a lot more in there,

and there is a lot more data

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:

that we wanna collect from you.

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:

So if you haven't done the

survey, please, please do it.

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:

I can't beg you enough.

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:

So just a quick recap of the

things that we've spoken about.

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:

Instagram came out as the, like, number

one platform for delivery, but the, it did

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:

not come out as being the most profitable.

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:

Over half of people who took the

survey haven't increased their prices,

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:

and most of the people who said

they want to haven't done it either.

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:

We also pulled out that AI is giving

us back time, but how we're using

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:

that time is questionable, and we're

definitely not getting paid for that yet.

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:

What we do get paid for is the human

forward-thinking stuff that AI can't do.

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:

We want lots and lots more responses.

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:

The link for the survey

is in the show notes.

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Please go and take the survey.

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:

I cannot beg you enough.

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:

We have got a shameless bribe.

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:

It's completely anonymous

to take the survey.

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:

After you've submitted the survey results,

you have an option to fill in a form to

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:

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

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:

to your request for the freebie at all.

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:

So it's totally anonymous.

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:

Fill in the form.

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:

We would be so, so grateful,

and we'll see you next time.

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:

Thank you so much for tuning in to this

episode of JFDI with the two Lauras.

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:

If you want more support, strategy

and systems to run your social media

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:

business, we send exclusive content

to our email list almost every day.

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:

You can sign up at the

two Lauras dot com slash.

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:

Emails

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:

thank you so much for being part of our

community, and we'll see you on socials.

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