Ep 074: Creating Magnetic + High Converting Content with Shannon Lutz, Part 1

Sweet Lord almighty. I don't even know how to begin to express my level of excitement for what's about to go down. We wanted to start off season two of Scaling Up hella strong, and my mind immediately went to marketing legend, Shannon Lutz. I adore this girl so much and know she's going to light up your life with so much joy and insane business marketing knowledge that we decided to kick off season two with a three part series with Shannon.

Shannon Lutz is the owner of The Social Bungalow, which I'm obsessed with. She's a marketing strategist for female entrepreneurs and she's helping them make their impact and grow their income, but in such an incredible way. She is such an inspiration to entrepreneurs everywhere. I love stories of people who have taken their skill sets, gone after their dreams, said, “See you later!” to their full time jobs and made it happen. Shannon said, “Peace out,” to a 10 year marketing career where she assisted in building multimillion dollar businesses and marketing A-List celebrities. Ever heard of A Rod and J-Lo? She worked directly with them. She now uses this marketing prowess to turn solopreneurs into six and seven figure CEOs.

Part 1 of this series is all about how to create magnetic and high converting content, which is essentially the key to attracting the right people into your business who actually want to pull out their card and pay you.

In This Episode, We Chat About:

Really Good (Free) Content is King

“I’m big on quality over quantity, but in that finding a balancing point with consistency.”

“In behavior economics (human buying patterns and behaviors), there's something called the Endowment Effect. The Endowment Effect says that when somebody actually purchases from you, their commitment and their affinity for what they purchased goes up three-fold.”

“When you are on the part of the fence where you haven't purchased -- you love the person, but you're still trying to be careful with your wallet, you're trying to poke holes and see, “Is this really everything they're saying it is?”-- there's an element of judgment and keeping yourself at an arm's length from the purchase. Once you purchase that judgment goes out the window because your money has now been sent over the internet. You are in the boat with this person and the rose-colored glasses slide onto your face. You feel like you need to get everything out of this because you invested in it.”

So I take one fragment of something that I cover exclusively with high level one-on-one clients, a little part that really lit her up, and I start to think: how can I take this, boil it down so it's more digestible and a little bit more universal, and really give some of my best stuff away for free.”

The Best Platform for Sharing Content

“The traffic already exists. Go stand boldly in front of it. See where your ideal client is already hanging out and jump into the pool with them.”

“Female entrepreneurs are on Instagram, not only to consume as a user but also to create as an authority. So that's the place to be for us.”

“Really drill down into one main [platform] and two sub. Instagram is my main platform and my Facebook group and my email list are my two subs. So I use those three as a triangle to do different content on each platform and then play them off of each other for omnipresence.”

“Training [my audience] that opening things from me equals value equals unique content

“Instead of trying to come up with a fresh point for each platform, I will just allow myself to get into a flow writing about my zone of genius and not self edit. One big page of tips. And then I will give two of these tips on one platform, one tip on the other, three tips on the other and just play them off of each other.”

Best Practices for Instagram

“Don’t post daily content. You really and truly are killing the reach per post. You are doing a disservice to Monday’s post when Tuesday’s post comes out, and then on and on and on. If you posted Monday, Wednesday, Friday, each of those posts would get more reach because that’s the way the algorithm is built.”

“Be on your stories everyday, Monday through Friday. Have your balance! Have your weekends, have your family life, really turn off and tune in.”

How Shannon Batches Her Phenomenal Content

“Throughout the week as I hear something in a podcast, read something in an article, get a shower thought that sparks my mind...I write it all down. I have a note in my phone where I keep a list of everything throughout the week that inspired me. “

“I will sit down with my inspiration and really just outline the five posts. If I want to expound on a point because I'm more passionate about it, I just let myself type it out. I don't self edit, I start my sentences the incorrect way and just allow it to be more conversational in the way that I would actually think and speak. I put it all in there and then I judge it a little bit and then I leave it. The morning of posting is when I take 10-15 minutes to fill in some of the blanks to say, ‘Oh, I really actually don't like the way I said that,’ or, ‘This was brilliant! Let me move that around.’ And then Bam, I post it.”

What We Should Post About

“I have people go through a process of creating their content pillars: there should be three overarching pillars and then we have subtopics within each one. The importance of this is that it truly gives you a guide to know and feel that you provided enough value and the right type of value for your audience because you did that research market research work ahead of time. ”

“You can place your pillars on the calendar and say, Monday, Wednesday, Friday, here are my three pillars. And then Tuesday and Thursday I'm repeating the two that I felt the most passionate about.”

“It's really about connecting with your audience, being a human who's taking care of needs and selling from a place of service and high quality.”

“How could you do something that goes deeper versus wider? A lot of times we try to cover a lot of different topics and tips and so we take shallow scoops out of everything versus going deep on something that's really paramount for people.”

Get your voice, your mission, your message out there. Your expertise is brilliant and your zone of genius comes through more than you know. Don't be shy about sharing some of your best stuff for free and it will make a huge difference.