Original: April, 2019      Revised: July, 2022

There's a common misconception that the best way to build an audience is to prove how much you know...

Years ago, I worked with a client who was having trouble selling spots to her Yoga Workshops.

I realized what the problem was as soon as I saw her Instagram...  

It was composed of a combination of instructional yoga videos and pretty pictures from her vacations captioned with inspiring, yoga-like quotes. There were thousands of dollars worth of free yoga content on her page. Her posts got the occasional, "This is helpful, thanks!" comment, but she wasn't getting much interaction and definitely wasn't selling out workshops. Her Instagram bio said, "Yoga Teacher with 9+ years of experience. 500 ERYT." 

She raved to me about how yoga had changed her life and vented about how badly she wanted to share that experience with the world... but nothing was working. She'd posted loads of instructional content with hopes of helping people - but nobody was paying attention. This is the classic mistake of the new marketer...

The new marketer leads with the number of years of experience he or she has. Or the certifications they've obtained. To further prove their vast knowledge base, the new marketer stands on their social media stage as a “teacher.” Their content consists of 90% instructional posts, trendy reels, and pretty photos with quotes they find inspiring.

The new marketer has great intentions. He/she has life-changing tools, stories, products or ideas and wants to share them with as many people as possible... but if the goal is to get people to take their advice, pay for their services, and support their work - The new marketer must learn to build influence.

This is where The Content Formula (AKA: The social media bible) comes in. 

Bookmark this page and refer to it when it's time to make social media posts, emails, ads, and even create products.

You can even use it to write the "about me" page on your website, during conversations with potential clients, or anytime you feel uninspired.

The formula is a free tool to help you build a profitable and engaged audience.