When the same topic keeps coming up, you know you gotta write about it. A few members in the Growth Community as well as two DM conversations have specifically expressed their desire to create more content without feeling like they have to sale. Speaking of sellingâŠlol⊠I am opening the doors to the Growth Community for the first time to the public in 8 months. Stay tuned for February 24th đ I got some big things to share and you can be the first to know by jumping on the waitlist⊠but for now let me share with you how my NONE SALES content have lead to more sales conversations. I can imagine you feel a lot of pressure to have a CTA in all your videos and to be promoting your freebie so you can capture emails none-fucking-stop. I feel this way. And I still have to practice tuning in with myself on when itâs the right time to have a CTA, when to talk about my offers and when to just leave it be. By leave it be, I mean you make a piece of content for the sake of sharing something valuable with your audience without asking for anything. Imagine that? Like a friend whoâs happy to help you move without needing anything in return. Theyâre simply happy to support you because thatâs what friends do. Why is it pretty damn clear how to build a loving relationship in person, but then we get online and we turn into the fucking cookie monster needing to devour up every like, comment, and follow and shit them out into dollar bills? We know what would drive a friend away if we kept doing it⊠but we do the opposite online. Imagine hanging with a friend and they ONLY ever talked about their work. âHey Steph!!â âHey Matt, did you know these are the 4 best mobility hacks to keep you injury free for your runs?!â âUhhh Steph, are you a mindless fucking robot? I thought maybe we could talk about Kendrick Lamarâs Super Bowl performance, or did you not watch the Super Bowl because the only thing you do with your life is read the re-read the Supple Leopard for the ninth time?â If your laughing right now itâs because you know how real this is. Yet, itâs still hard to show up on social media this way. It feels scary to make a reel about your thoughts on the Super Bowl because youâre not âthe pop culture gal,â but you have some really interesting thoughts on Kendrickâs performance that nobody has mentioned. Instead of sharing the truth of your soul, like you would with your best friend, you bury it deep because god forbid you drown yourself out in the sea of other mobility coaches. Isnât it more likely by not talking about the super bowl that you are blending in with every other mobility coach whoâs read the Supple Leopard and gives the same mobility tips as you? And if youâre being really honest⊠you just really want to share more of you, but youâre not sure how and you donât really feel safe to do it (thatâs where a community of people who are focused on showing up on social media differently comes in handy, wink wink, join the waitlist with a single click by tapping here) Iâm not saying you need to talk about the Super Bowl. Iâm offering you an opportunity to share whats on your heart. Maybe a bit of what youâve seen me do. Talk about your offer in your IG StoriesYes, you still need to talk about your offers, but it could just be casual. Like, I have this sick fucking thing you might want to know about. Or just make something up like I did and throw it on your IG story. My friend bought it right away. Thatâs right. My friend. He sent me $997 no questions asked. I didnât spend any time writing perfect copy or stressing over this. I just had some 1:1 clients finish up so I had space in my calendar and was really curious about what a 1 month container would look like with someone whoâs ready to send it with their content. Itâs a new idea, so I made it half the price of my normal 1:1 coaching and because THERE ARE NO FUCKING RULES!!!! So I threw this out there. But hold on⊠this isnât even the best part. I just wanted to share this IG story for context for the rest of this story. Chill the fuck outI donât think every business coach is telling you to sell all the time, but it feels that way because we see at least one business coaching selling or talking about selling, CTAs, freebies, and offers on our social every day. Itâs in our faces constantly from one person or another, but in reality you should know, you can chill the fuck out and make fun videos too. Make a day in the life videos that has nothing to do with your work. You could even share a story about how you REALLY feel right now. (Just make sure your work is empowering and not self serving and hunting for empathy. People are looking for leaders and we like to attract people who are forward thinking, not people who are looking to wallow in the muck.) You could even make a hilarious dad joke like Allan Peters did here.â He even let us know on Threads⊠the people loved it! Ahhhhh. Refreshing right? That is some friend shit right there. (is it me or am I swearing a lot today⊠oh well) This is me chilling the fuck outOkay, so in December I get this DM Apparently, she said itâs been years. She said some nice things about my work and went on to share her journey with storytelling and being a marketing coach herself. And so we bullshitted for some time sharing voice notes back and forth. No forcing a sale. Just chit-chating about content. This is actually my way of operating now-a-days. I hardly ever think about talking sales in the DMs. The only exception is if someone is constantly looking for support and at some point you have to know that sporadic DM conversation isnât serving them anymore. Then I will make an offer. [I hope you know this isnât privilege. I donât make millions of dollars and would be super happy making more money, but not in the ways its been taught to me. Iâm offering a new way to do things. A way that I think makes me less money, but makes me happier and less stressed every single day.] So, on I go with life. As February began I was making some updates to my sales page for my community thatâs opening on February 24th (you know, the one you should be on the waitlist for đ) and I was thinking⊠âgod I hate this fucking process. Sales page copy feels so limiting and contrived. And honestly, the best feedback I get is that people love the conversations we have. They arenât obsessed with my video modules or content hub. They love the calls. Could a sales page just be that? You get access to me?â So I made a reel about that on February 3rd. âHere it is.â Honestly⊠I donât think I got this message right. Because Iâve been working hard making the Growth Community not about me, but about the community. So much as to make sure I am no longer calling it a membership, but a community. Also, my sales page wonât look like your typical sales page because, as much as I love writing, fuck sales page copy. Anyway⊠The reel didnât perform that well. And please donât tell me itâs not about the likes. Trust me, I know the importance of being grateful for the likes and comments I do get, but I would also be lying to myself if I said, âOh but Iâm so grateful for the 35 souls who loved my post and the 5 comments.â Sure, I am grateful AND I want my reels to pop the fuck offfffffff. Every đ damn đ time đ If I shove that frustrated part of me down by lying to myself by trying to convince myself that Iâm pleased with this reel then that frustrated part will never fully heal. Having said all of that, one of the people who did love this reel was the same woman I have been DMing since December. She left a comment and sent me a DM telling me so. I appreciated her love for that reel and expressed my frustration. âToo bad it flopped. I wish more people saw it.â And she said, That person was her. Sheâs ready to work together. That is fucking sick. And that is my point. I wasnât selling in this reel. I didnât have a call to action. I just spoke my truth. I wasnât selling the DMs either and now weâre talking about working together. She ended up asking about the IG story I put up a few weeks ago for âUnleash Your Offerâ (the one my friend bought that I mentioned above). She didnât remember the name or even what the offer was, but she wanted to know about the next steps. So I filled her in. She hasnât signed up and I donât believe in counting our chickens before they hatch, but Iâm not really attached to it. Iâm mostly thrilled that this is what social media gets to look like. Also, sheâs probably reading this. Hey, Mc đ Your content is an ecosystemNone of your reels exist in a silo. They are all working together to build the greater picture that is YOU and your work.. Even if you made 1,000 perfect pieces of content your audience will never truly know all of you, but at least, one post at a time they get to learn more about you. One piece of content doesnât have to tell your full story, talk about your work AND have an effective call to action that gets people to take the next step. Instead, post by post your audience will begin to understand the work you do, who you are, what you stand for, and what kind of human you are beyond the storytelling coach. Beyond the mobility coach. Beyond the entrepreneur. They will begin to fall in love, just like your best friends fell in love with you. There are times to sell. There are times to make educational posts. And there are times to just be YOU. Just because someone didnât DM you the magic word when you shared your offer doesnât mean you need to be sent into a downward spiral and your business is doomed forever. You donât need to create MORE sales posts from scarcity and fear. You donât need to write one more email before the doors close. You donât need to cold DM 100 people tonight. Truuuust me. Iâve done it so many times. Those posts baked in scarcity NEVER work. What you actually get to do is trust that itâs more of YOU people want. That YOU are enough. Nobody wants your convincing energy. I know my friends donât want that from me. Itâs connection and closeness with YOU that they want. Your perspectives. Your enthusiasm. Your heart. If thatâs how we build relationships in person, why should it be any different online? I hope this find you well in the throes of winter. Matt â PS - Anyone in Phoenix, AZ? Iâll have some free days on February 23 and 24. If you are around, reply to this email or send me a DM on IG. Letâs connect!! (or play tennis) PPS - While Iâm writing this, I just got this DM. You see, it gets to be fun and enriching. All of it. â |
I help entrepreneurs become masterful storytelling and build a brand people love.
When coincidences happen, I've stopped saying, "That's so crazy!" Instead I say, "of course!" because I am so good at manifesting. Of course coincidences happen like this all the time. This Monday, the day after my email dropped about authenticity, one of my favorite creators, American Baron posts this video. Click to play. You won't be disappointed. "My friends might say I don't actually sound like this, but who's that guy that my friends see?" đźđš I'm going to contradict some previous things...
đ± StoryGrowth by Matt Allyn Become a masterful storyteller and build deep connections with yourself and your audience. đ First time reading? CLICK HERE to subscribe! Authenticity Itâs kind of turned into a buzz word that has lost meaning. Like when you hear âTeslaâ you donât think of the inventor Nikola Tesla. You think of whatever tightly held belief you have about the company or Elon which then creates an emotional state in your body. However, authenticity is a beautiful thing and guess...
đ± StoryGrowth by Matt Allyn Become a masterful storyteller and build deep connections with yourself and your audience. đ First time reading? CLICK HERE to subscribe! Hereâs a BTS into how I organize my newsletters in Notion As you can see itâs organized by Year â Month â Newsletter Issue. Every newsletter is titled with itâs published date and subject line. I keep the current month on top of those dates so itâs easier for me to view. You can see March on the top of that image. Nice and...