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Podcast Review: The Influencer Podcast – Your Content is Why You’re Not Growing

The Influencer Podcast interviews 4X Effect Video

I am a HUGE fan of listening to podcasts during my daily, morning walks and I came across this one and decided to give it a listen: The Influencer Podcast with Julie Solomon:

I’m Julie Solomon, an expert in digital marketing, PR, and personal branding and host of the chart-topping podcast The Influencer Podcast, I split time between L.A. and Nashville.

I help women up-level their influence, purposefully connect, and monetize their platform beyond tiny affiliate payouts, dead end Google searches, and Pinterest/blog rabbit trails—all because I believe your influence has value.

The first episode I listened to was a conversation with Brandon Lacero of Video 4X Effect about content messaging.  The chat between the two of them revealed some interesting tidbits of information that caught my attention.  So much so, I sat down at my laptop for a second listen so I could take actually notes!  

Here is a summary of some of  the items that caught my ear:

  • Only do surveys with your audience to take the temperature on how well my messaging is already connecting with them.  Brandon’s take: don’t survey them to figure out what else to offer them. It is about your existing strategy of offers, not creating something new.
  • Your messaging must convey a deeper purpose about what happens when I deliver what I promise to offer and how it changes people’s experiences. This approach is really the ‘why’ according to Brandon.
  •  People try to teach too much and give it all away, according to Brandon.  He believes that if you go in too deep, too soon, you will overwhelm them or give them the impression that they now have all that they need to do the thing without hiring you to provide that expertise.
  • Brandon also mentioned that if something isn’t 100% true, it is a belief, and a belief can be changed.  And, in that case, you can discredit that belief or change it.

On that last point, Brandon took a bit of a dive into NLP – Neuro-linguistic programming which is according to Wikipedia:

Neuro-linguistic programming is a pseudoscientific approach to communication, personal development, and psychotherapy created by Richard Bandler and John Grinder in California, United States, in the 1970s.
I first heard about NLP through Tony Robbins in his book, Unlimited Power.  I don’t know that much about the approach but I did a little bit of research on the Sleight of Mouth technique that Brandon described in his interview. with Julie.  If you are not familiar with it, the approach uses a number of patterns to basically change someone’s mind. As I read more about it, I became less and less enthusiastic about the tactic.  I’ll leave that up to you to figure out if it is an approach you would like to use in securing clients.
Brandon also shared a variety of ways to develop messaging in order to connect with your audience.  Basically, determining what your top values are – whether personal or professional – and make sure those values are always present in the content you create.  That can be the blogs that you write or the social media posts that you do.
He also went into a deeper dive on how to really produce a ‘how to’ video to pitch your services to potential clients, but you will have to listen to his conversation to get the skinny on that knowledge.  He also shared is insights on what a avatar development should be – I found that piece of information very interesting and will be sharing that with colleagues.
All in all, the conversation between the host and guest was engaging and informative.  They touched on some basic tenets of marketing messaging and it was good to be reminded of those points. 
I recommend you take a listen to the podcast because there are some great pieces of take-away knowledge and a few perspectives that will definitely get you thinking about how to create your content message!

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