Jessica Osborn [00:00:00]:
You're listening to she's the Business Podcast. And today I'm going to share with you one word that will change your marketing results forever. Stay tuned. It's coming right up. All right, so what is this one word you're asking me? I'm going to share it with you in just a moment, but before I do, I want to preface it with this. It's part of a very commonly used phrase. Phrase. Something you will absolutely have heard of before, but we're going to swap one word in it.
Jessica Osborn [00:00:31]:
So when you hear it, I don't want you to go, oh, I've heard about this before, and get out of there. Because once we've swapped out the word for the new word that I want to replace it with, then I'm going to share with you why and how this works when we apply it to your marketing strategy. So we're actually going to go through five different aspects of your marketing, and I will explain why this is so important. To have this one word change in how you approach it and what it means for you so that by the end of this episode, you're going to go away with completely change perspective over your marketing, what you should be focusing on, what you shouldn't be focusing on, and how to really leverage the time and effort that you're putting into doing the marketing. And this is the same whether you are doing it yourself or if you outsource to someone else. You do not want to be paying someone to be faffing around creating stuff that's not working. So listen in. Learn what you need to know so that you can improve, so that you can have very highly effective marketing to be working for you and stop wasting your time or your money on ineffective stuff.
Jessica Osborn [00:01:45]:
Stuff. All right, that's the pep talk. Because I know that there'll be some people who just decide to move forward, press the forward button to the next episode. You know, if they think that they know this already, but I, I guarantee that you haven't heard this before. So anyway, let's get into it. The phrase that I am referring to is the phrase that we have heard before called quality over quantity. Now, it's a great phrase. It has some good meanings, but there's a word in there I want to change.
Jessica Osborn [00:02:17]:
When we change this one word, it is a game changer. So we're going to swap the word over for before. Now the new phrase becomes quality before quantity. Why is this so important? Why would I be spending a whole episode talking about this? Well, let's find out right now. Starting at the very top of your marketing funnel, if you know the general funnel, we start off at the top with audience, then leads, then clients or traffic leads, clients, whatever you want to say. So at the top we have the audience. Now, when we apply quality before quantity to audience, what does that mean? Well, it means when you're focusing on getting quality people into your audience, isn't that 10 times better than a large audience with high quantity, but of people who are not engaging, who are not the right people for your business, who are literally just vanity metrics on your accounts? Think about that. It's really easy to see straight away when you focus on quality, getting quality in.
Jessica Osborn [00:03:28]:
Then once you have the quality, you've nailed it, you're attracting the right people, then grow it, then you start start scaling, then you expand, then you get more people in who are similar to them. But when you skip the quality and go straight to quantity, like so many people warrant to do, that's what they, they tend to go, I need to get as big audience. And they go gangbusters trying to attract loads and loads of people in. But then they find they've got this really poor quality audience. Even though they've got thousands of people in there, it's not doing anything for them. So that is completely pointless to focus on quantity. First. Let's go to the next one leads.
Jessica Osborn [00:04:08]:
So the next phase in your marketing funnel leads. What happens when we apply this quality before quantity? Yes, we want to be having the kind of leads who are the right people for your programs, for your services. They are going to turn up, they're going to engage and they're going to buy. And if you focused on quality before quantity, then you should be seeing really high percentage conversion rates, which means the time you're spending on those leads, whether you're jumping on a sales call or whether you're in the DMS talking to them or following them up. Wherever you've deciding to do your lead generation and your sales, you're actually spending really valuable time that's going to convert into clients. When your leads are poor quality, they're the type who ghost. You know, they book a call and never turn up. They're the kind who start a conversation in the DMs and then just go quiet.
Jessica Osborn [00:05:03]:
They are also the kind who might take your time on a call trying to get loads of information with zero intention of signing up with you. Okay, you want to be avoiding that. It's a complete waste of your time to be spending them on people who have no intention, no Commitment. They're not invested in themselves, in their business. Whatever it is that you're helping them with, they're not invested in it enough to even bother having a conversation about how they can improve. So poor quality, right? Focus on quality first. Then once you've got the quality, clearly that's going to be helping you. Then you turn them into clients, which is revenue for your business and profits.
Jessica Osborn [00:05:44]:
When you have that happening, then you're going to be able to scale and expand and focus on more quantity of those leads because suddenly you're going to have the funds, the surplus funds and the profit to be able to pay for support in order to free up your time. Now let's apply this to clients. Why do we want quality clients over quantity? Well, can you imagine the difference between having a business that has a high quantity of clients that are low quality, high maintenance, painful complaining people who don't get back to you, who don't do the things by the times that you've asked them for, that turns into a business that is very, very hard to run, not fulfilling, not efficient, not effective, you know, and all those profits that you think that you're gaining when you sign them on get eaten away by the back end. Admin. I have seen this time and time and time again with my clients when they've been accepting clients of their own who we know we all label in the low quality space. It's not that they're low quality people, it's just that they are not the right fit for you, for the person who's providing the service. They're not committed. They, you know, they really aren't in it, they're not invested in it.
Jessica Osborn [00:07:01]:
So you, you ideally don't want to be attracting that sort of client, do you? Let's attract ones we would classify as high quality. That means yes, they are committed, they're going to show up, they're going to put in the effort to help get the result. Because it isn't just a one man show. They don't just pay you and you make it all happen. They always have a part to play in it. It's their business, it's their life. You know, you can't do their push ups for them. If you're, if you're any sort of life coach, health coach, you know, or a coach of any type really, like it's not your job to do the push ups for them.
Jessica Osborn [00:07:37]:
And that's the analogy. Like, you know, you can't build their business for them, you can't build their social media accounts. Their brand. You know, you can guide and you can show them the way and show them some great things to do, give absolutely amazing advice. But the fact is they're going to have to take the action. So you want people who are prepared to take action. How many times have I seen someone who, you know, they kind of initially feel like they are committed, they might sign up for something, not even pay, and then they don't log in, they don't even take the first few steps. Other times, and this has been an experience that I've had with, sometimes people will sign up for a program and then never show up, never ask any questions, never do anything.
Jessica Osborn [00:08:22]:
I'm like, how are you going to learn? How are you going to actually get what you need if you're not even taking the first moment to get in there and then ask questions? If you're going to stay in your bubble and never seek support, then you're going to remain in that bubble, inside your own head with the same thoughts going round and round and round. And you're going to end up in exactly the same place as you are right now because your current context creates your results. What you have inside is what is reflected outside. So if you're never going to get anything new coming in because you're not speaking about it, you're not seeking any, any shift, then how do you expect to have a change in the external? It is almost impossible. Now let's get back to quality before quantity so you can tell already quality clients before quantity of clients. If you've got a high quality group of clients, then adding more quality clients is going to be only a great thing for your business. So it's really what we want to master first. Now let's head over to what I call your marketing tactics.
Jessica Osborn [00:09:30]:
So the actual activities that you're doing for marketing, this absolutely applies there. We'll take your short form content first. So your social media platforms, whether you're on Instagram, Facebook, TikTok, doesn't really matter. Think about quality before quantity. What's the point of churning out five reels a day or whatever? You know, the current gurus are saying that you need to do five posts and whatever else. What's the point of doing that if the quality is low? Because if the quality is low, people are not going to engage in your content. Now I'm not saying some people will mishear me in this. I am absolutely not saying that it has to be professionally produced, as in it has to be super shiny, everything perfect.
Jessica Osborn [00:10:16]:
That's not what I'M saying that's not what I'm referring to. When I talk about quality content, I'm talking about you're saying something that matters. It's not just fluff. Like, it's not. I've got a business here and I'm posting cat memes. Like, cat memes. Low quality content. Unless you have a business that's got something to do with cats, like, it's completely irrelevant.
Jessica Osborn [00:10:36]:
It might be fun and engaging for your audience, but it is not quality content. It's not doing anything for you in terms of client attraction. So quality, think about the quality. It's so much better to post one post a day. That is a literal, perspective shifting, belief busting piece of content that someone goes, wow, that was amazing. They're going to afford it to other people. They will share it. They might save it for themselves for later.
Jessica Osborn [00:11:06]:
Then having five posts that are just like, blah, whatever, I've heard that before. Or it's just bog standard. Or it's, you know, AI generated waffle because, you know, yes, AI, as great as it is. And I think this is probably the why this conversation is important right now. Because we've all got our hands on our AI and we're loving how it's speeding stuff up for us, which means that it's enabling you to have a high quantity of content because you don't have to literally write every word yourself anymore. However, the danger, the little warning sign on that is please don't use it to the point where you are not doing that quality assurance check before you're posting. It's not great to suddenly increase your quantity if the quality is taking a dive. And as well as you can train your AI, you know, you might read it at first glance and think, oh, this sounds really great.
Jessica Osborn [00:12:05]:
Have take a break, come back and have another look at it before you post it. Like, is it really great content or is it actually kind of just what I call waffle? Like what I see often that's come out of AI and I get it in my inbox. People send me podcast pitches all the time. They've generated a pitch through AI. I'm like, it's, it's sounding like, you know, there's a bit of energy and whatever there and they've obviously told their bot to produce an output, but it's all very surface level stuff. Like once you look at it and you don't just glance at it very quickly, once you actually really look at it, you can see that this has not been created by someone intentionally. It's not being created by a human, it's been created by a bot, who, you know, let's face it, it's accessing a whole lot of general information out there. So the more stuff we that AI produces, the more you're just going to end up sounding like everybody else.
Jessica Osborn [00:13:04]:
It's got the same energetic signature as what everybody else has. And in fact, the AI stuff is kind of starting to be proven through neuroscience. It doesn't have an energetic signature because hasn't been created by an energetic being. AI is not a being, it is computer programming. So when you create your own stuff, it has your energetic signature on it. And that is far more powerful, far higher ability to engage your people than anything that has been produced by a bot. And we're going to see more and more evidence of this. You'll probably start to notice that yourself.
Jessica Osborn [00:13:44]:
Having said that, I'm not against AI. I love it and definitely use it for specific things. It's all in how you use it. Now let's look at your long form content and we're looking at quality over before, not over. Sorry, that was the word. We're changing quality before quantity. So imagine the difference. When you take your time to really master the art of whether it's writing blogs, producing podcast episodes, or even producing, you know, videos for YouTube, that longer form content that sticks around.
Jessica Osborn [00:14:17]:
When you take the time to produce a quality piece like it's actually fun thought leadership, not just fluffy words on a topic, you are going to reap the benefits of that piece for years to come. There are blogs that I wrote way back in 2017 that is still getting indexed on Google. I'm still getting traffic to my website because of that blog, because it is a quality piece. It wasn't just written quickly. I well back then there was no AI writing it for me, you know, but it is actually really thoughtful thought through a topic and I spent a little bit of time on it. I still spend time on my blogs now. So even though I've got a system in place that helps me to generate more content in less time, I still, instead of just posting a blog that's come out of, for instance, a podcast episode, I repurpose that content into a blog. But I still take the time to go through and go, is this something that's exciting me? Is this interesting? Is it hooking me in? Am I wanting to keep reading? Am I wanting to consume more? If the answer is no, then there's zero point posting it.
Jessica Osborn [00:15:26]:
It's not just about having the content there. It's not just like, I'll post a blog for SEO purposes. Well, yeah, the point of the SEO is so that someone can find it when they search. But if they find it and read it and go, this is just blah, like low quality, they're off. They're already back. They've pressed the back button, they're back on the Google search, they're looking for something else. The quality matters. It matters far more than the quantity.
Jessica Osborn [00:15:54]:
You don't need high quantity of anything. Audience leads, content in order to have a successful, highly profitable business, high earning business, there are many seven figure business owners that have got audiences under 10,000 people. You do not need it. You also don't need thousands of blog posts or all of these things in order to have success. What you do need is the quality because it's going to stand out from the mass and sea of low quality stuff that's out there that people are churning out faster than ever before and they're forgetting about this one important thing. It's like, who cares about this? Well, we care if we're consuming it, we really do care. And people have got a far keener eye and ear for quality now than they ever did before. So they'll be gone faster than you can say Jack Robinson.
Jessica Osborn [00:16:51]:
If I use. I don't know where that came from. I was like, that's what my mum and dad used to say to me when I was a kid and I couldn't think of a more modern phrase. But anyway, let's use that one. They will just be gone if you haven't focused on the quality. So quality before quantity. Master the thing, get it to the point of it is quality and you're producing quality. Create a system around it because that's what enables you to then scale with quantity and not lose quality along the way.
Jessica Osborn [00:17:21]:
So quality before quantity. You want to get that standard where this is a quality piece and it's working and then you amplify. Right. So how do you think now about your marketing? That one word, how much has that changed for you in how you're looking at what you're doing? I hope that now you're taking away the insight that I don't need to stress about putting out five reels a day. I can take a breath and chill. Let's focus on even if it's one a day, doing something that's high quality, if you've got the time to do one a day. If you don't, great. How often can you put out a quality piece? When my clients are with me in Business Jam, we're figuring out what their sales system is going to look like.
Jessica Osborn [00:18:10]:
What are the elements that they're going to be using at the top of the funnel to build the audience, what will they use in the middle funnel to gain leads, and what are they going to use for their sales? For me, the important thing is, well, what is it that you can commit to that's going to feel easy and that you can be consistent with? There's no point going, I'm going to post five reels a day, doing it for a week and then being totally burnt out and then stopping. Create a system that actually is going to work for you. Right. Whatever platform you're on, it doesn't really matter. There, there are going to be some that are better fit for you than other people. And please don't have the, the grass is always greener on the other side because no matter which one you choose, you'll hear someone else saying, oh, I'm over here and you know, I'm blowing up on threads and I'm making all this money over here on threads. Yeah, they might be. That doesn't necessarily mean that it is the place to make money and no one's making money anywhere.
Jessica Osborn [00:19:06]:
El. Every platform, there are people who are using it and utilizing it to the best of their ability, creating the quality stuff that suits that platform and that's why it's working for them. It's not the platform. It's because they have got the intention and they're putting the time and effort into mastering it there. So that's just a little added bonus tip I've added on there for you. But I, I cannot say this more or stress it more than I have already. The quality before, the quantity. If you try to scale too quickly, too soon and with absolute rubbish, you're going to burn yourself out, burn your business to the ground and it's, you know, it's not going to be pretty, it'll be really painful, really frustrating and you know, generally you can end up back at where one starting again.
Jessica Osborn [00:20:01]:
Let's not do that. Let's just go, hey, I spend a bit of time figuring out the quality piece, how to do it and then scaling is so much easier because you know what you're doing, you know how it works, you know that it's working for you already. Now let's create a little bit of structure and system in place so that it becomes less onerous on you. It takes your time away because can function more like a machine. And that actually is what enables you to bring in support and. And you don't have to be doing everything yourself. So when you have that structure, it frees you up and enables your business to then grow. And that is.
Jessica Osborn [00:20:39]:
That's it. It's really can be that simple. So anyway, I will be back again next week with another episode for you. Can't wait to chat then. I'd love to hear from you. If you've enjoyed this one, reach out. Let me know what has you know what's the one takeaway thought you have from listening to this today? What are you going to change or do in your business now that you weren't doing before? Talk soon. Bye.
