Viral content is for amateurs
Recently, I helped a client go mega viral on a platform that’s really hard to go viral on:
Normally, this dude gets maybe 20-30 likes at best, 10-15 on average.
But you know what…
Going viral is for amateurs.
Because no one who focuses on virality has a functioning business.
The ONLY people who profit from this are influencers who get paid BY the platforms and the platforms themselves.
So, if you’re going viral on Linky… congrats, you get no money for doing that.
At best, you get a ton of eyeballs.
At worst, you haven’t moved the needle an inch.
Linky (and other algos) take your content back to baseline after a post like this.
Case in point, the aforementioned client went back to his usual impression/likes counts.
Sad.
(Truth be told, he was just messing around and knew how to poke the masses… after all, I taught him how)
I have something BETTER than chasing virality.
Behold... the Ecosystem.
Content Director client ☝️
Ghostwriting client ☝️
This has helped clients:
Land meetings with investors.
Secure high ticket consulting clients
Secure 6 figure jobs without applying.
Create enough revenue to bring in more team members.
Sell super high investment vehicles.
WTF is an Ecosystem?
It’s basically what you would call a funnel.
Except, I don’t like funnels for high ticket sales.
Because a funnel, in my mind, only works when you have a cheap product (ebook, course…) and get them through the funnel to the checkout cart.
Well, someone investing in 5, 6 or even 7 figure deals should not be treated like cattle.
Humans aren’t THAT dumb.
I like to think in terms of TOUCHPOINTS.
Each touch point is a place in the buyer journey.
If you’ve ever read any copywriting book, you’ve most likely have heard of Eugene Schwartz. The legendary copywriter and marketing expert, best known for his book Breakthrough Advertising, which became highly influential in the world of direct response marketing.
What was it?
Him chunking 5 stages of the buyer journey:
Completely unaware.
Problem aware.
Solution aware.
Product aware.
Most aware.
Which was legendary. But it was, IMO, for a specific period of time (pre social media) and for PRODUCTS.
High ticket buyers think and have access to the market that Eugene wouldn’t even grasp if we revived him from his burial ground and showed him how we market today.
It would be too overwhelming for him. I’m sure of it.
My staged of the buyer journey for high ticket clients selling online:
Problem unaware - they don’t know what their problem is.
Solution confused - they know the problem, but not the solution
Ready to buy - they don’t need more education, they are offer shopping.
Jaded - already brought/invested in solving this problem - didn’t work out.
Currently with someone else - in the modern world, it’s commonplace to have MANY coaches, it’s just not your time yet.
Now, what can we POSSIBLY do with all of this?
We can start to see touch points form.
👉 Top, Mid, and Bottom.
All three had a solid blend of top funnel, middle funnel and bottom funnel content.
Top - Problem unaware/Solution confused
Prospect doesn’t realize they have a problem. When they read the post and see ‘oh, that’s what I’m doing wrong’. Become the natural next step for solving it.
Middle- Solution confused to Jaded.
Prospect knows they have a problem. But they don’t know how to solve it or not sure if your offer can solve it. The point of this content is to call out a known problem, and then provide an actionable solution (with proof).
Bottom - Aware
Knows their problem and solutions available. They have either been burned in the past, have picked the wrong solution, or never found someone they trust enough to work with. Need to show proof of concept.
You have two options.
Try to reach all of these stages on a single platform.
Or find other platforms for them to consume.
I highly, highly recommend building your own digital environment for your buyers to interact with different faucets of content to make a DECISION to reach out much, much sooner than single-platform folks.
But first...
My way, as I said in the link at the top of this piece of content, is not the Spray n Pray method.
Where agencies, ghostwriters, and video production companies preach the Long Form-to-micro-content-at-scale-because-volume-is-everything. They preach it because it's so stupidly easy to do and fleece you of your cash. They do this at scale, for themselves.
There is literally zero strategy involved. Zero intentionality. It's a MASS-VOLUME of mediocre content that relies on luck and probabilities.
As you can see above , it's basically just shooting roman candles everywhere hoping it lands on some buyers' foreheads.
My way is...
All about pulling buyers' into your own sphere of influence and giving them different types of content that will help them make a decision to reach out or not.
It is all about understanding what those little circles want to see/hear/experience with your content to be drawn to you and have a desire to work with you.
Creating neuro-connections along the way. Creating a damn BRAND that you can leverage for so many opportunities.
How to get started
I want you to pick your ATTENTION channel and your IMMERSION channel.
My LinkedIn content, by and large, is designed to grab attention. Twitter taught me this (6 year vet on that platform).
I don't worry about giving value.
I don't worry about transforming lives with content.
I don't worry about solving all your questions.
I worry about grabbing your eyeballs and making you curious enough to reach out to me, follow me, or read my next posts.
(You'll notice my emails are 300x longer than my Linky posts)
Linky is for attention.
My emails are for immersion (middle funnel, sometimes bottom funnel).
I routinely give out true bottom funnel opportunities designed for conversion: 1 hour power session, group cohorts, sprints, workshops… etc.
Too many people mix up their content on a single-channel to alternate between top of funnel (attention), middle funnel (consideration) and bottom funnel (conversion).
It results in weak messaging, longer sales cycles, and just a lot of waiting around.
PAUSE HERE
Which channel are you going to use to create the most amount of ATTENTION ?
(Linky, Tok, IG, Twitter are great for short-form content)
And which channel are you going to use to create IMMERSION?
(YouTube, Emails, Blogs, Substack are ALL great for long form content)
When you create enough curiosity and interest, the buyer is NATURALLY (if they haven't made a decision yet) going to want to move on to other pieces of content to help them address: objections, questions, concerns, confusion, anxiety. Your long-form is fantastic for this.
This isn't about forcing anyone into a funnel. This is about attracting the right buyer to naturally, by their own violation, seek out MORE information (we can't leave this to chance. There has to be a strategy and intense focus on your buyer's psychology).
This is MY way of creating more opportunities for my B2B and high ticket clients to get their prospects ready to invest into solutions, and pay very very well for them.
Questions? LMK.
I'm opening up 2 spots weekly for a power hour with me for $297. We can go HAM on nailing:
Your Unique Value Prop.
Your LinkedIn/social media headline/taglines
Your copywriting skills
Your content strategy
How to build an ecosystem
Setting up your first newsletter.
Really… anything that is high ROI, I’ll do it with you for an hour.
Interested?
