The Client Who Went from $12K to $100K in 6 Months

We had a client who came to us making around $12,000 per month and although she was posting consistently and had pretty decent engagement, her conversion rate was absolutely terrible. She would get lots of DM inquiries but they were honestly just tire kickers that were asking a million questions and her sales calls really felt more like she was trying to convince people and obviously was not closing them and she was exhausted. Now she's doing between $80,000 and $100,000 per month. Same offer. We only raised the price a little bit. I want to unpack what we did differently that now people are sliding into her DMs literally on the same day that they find her and what she's been noticing is that she can see in her notifications that they were binging her content. They're liking 10, 15 posts in a row. They're commenting on multiple things. They're watching all of her story highlights and then they apply and then they show up to the call ready to buy with no real objections. More of just when can we start energy with some clarifying questions about the offer itself. What changed is that her content started actually providing her audience's brain with the information that they need to make a purchase decision and part of that was learning how to trigger dopamine in her content and I want to give you a little bit of the neuroscience behind this because when your content activates dopamine in someone's brain, that is what makes them obsessed with you. They can't stop consuming your content. They binge your profile and then they buy without hesitation because the decision was already made emotionally before they ever talked to you and you provided them with enough proof and context that they were able to justify that purchase to themselves before they ever even applied and so if you don't have people that are dropping into your DMs basically ready to work with you after just asking a couple of questions, this episode is for you. So today we're going to unpack why your content isn't triggering dopamine and why that's killing your conversion rate. We're going to talk about the neuroscience of creating an anticipation loop and how that's different than a curiosity loop. How to use these specific buying triggers to open those anticipation loops that are linked to your offer and we're also going to talk a lot about the micro commitment ladder. How binging content really primes people to buy if you're doing this correctly and I'm going to give you some real content examples that trigger dopamine from my own content and what the intended impact was and I'm going to tell you if it had that impact, give you some stats around that and give you some examples of things that we would do for clients. So when we're scripting their content and all they have to do is film what we're giving them, hand it back to us, we edit and schedule and post it, I'm going to give you a little bit of behind the scenes of what some of those posts would look like and again what the intended impact is of those posts and then we're going to talk a little bit about how to audit your content right now to see if it's doing this. So the bottom line here is that your content is just not activating the right part of the brain and once you know how to trigger that then everything changes. Hi, I'm Kenda, founder of Laini Media and we are the only social media and marketing firm in existence. Our content system is responsible for over $323 million in revenue across 3,000+ clients so let's get into what I'm seeing with people's content. Before we get into the science and the strategy, I want you to understand if this is actually your problem because if your content isn't activating the brain, if it's not giving them all of the information that they need to make a purchase decision, you don't know how to trigger dopamine with your content to get people to take specific actions, then here's what's probably happening in your business right now. Number one is people consume your content but they don't necessarily take action. You can tell that people are watching your reels, they're reading your carousels, they might even be commenting, they're telling you "wow this is such good information, thanks so much for this" but they don't click the link, they're not DMing you, you're not seeing an influx of traffic on your profile, your profile isn't converting, you're not getting applications at the rate that you should be for the amount of traffic that you have and so that's a huge red flag that your content is not triggering that dopamine. It's not getting people to take the actions that you want. The second thing that I'm seeing a lot is DM inquiries being really low quality so they're asking super basic questions they could have googled, they're price shopping, they're really not pre-sold, they're just curious and you're educating them basically from scratch on every single call. Every sales call you're having to really feel like you're convincing them and trying to sell them on the process, it's not even just selling the offer, it's trying to convince them that this vehicle is going to work for them and that's exhausting because you shouldn't have to be doing that if your content is doing its job. The other thing is that you're getting a lot of objections, you're having to overcome objection after objection after objection, you're hearing "I need to think about it, I'm talking to a couple of other people and I'll get back to you" and you're working really hard to close them instead of just signing them up which is exhausting and that's a symptom that your content is not building trust so that they're ready to buy when they get on the phone with you. What a lot of people don't realize is that their sales process would be a lot easier if their marketing was better because improving your marketing, improving your content is not even just about increasing your lead flow getting more leads, it's also about the quality of the leads and the friction within the sales process. You're going to have less friction within your sales process and less buying resistance when people are already pre-sold and so when you have answered every question that their brain has, when you have provided all of the information that our brain's taken to consideration when we're going to make a decision then they're not trying to get that from the sales process. All you're doing then is just assessing if this is somebody who you actually want to work with so it changes the brain completely throughout the sales process. You can be a lot more selective and it's not this convincing energy where you're really trying to convince them and close them super hard and overcome objections super aggressively because again people are more or less sold already. They've decided to work with you, your job is just not to fumble the ball basically in this process. Another thing I'm seeing a lot is full just don't binge your content so if you're recognizing that people see like one post they like it, they move on but you're not seeing them really engage with a volume of content and you'll be seeing this in your notifications and this is an easy way just for you to spot check. Obviously there's deeper ways that we can analyze this and different metrics that we can calculate but just do a little spot check here. Like when you're looking through your notifications at the end of the day are you seeing a lot of the names pop up on different pieces of content? That's a sign that your content is converting, it is working, it's acting as that modern sales funnel because people are hitting your page and then they're binging, they're interacting with a lot of pieces of content within one day. We really want to be getting people kind of falling down that rabbit hole within your content, bringing them into your ecosystem and so if people are binging your content they're you know on a neurological level they're not getting those repeated dopamine hits that create that obsession that really leads to sales. The other thing you'll notice is that you're getting a lot of views but not followers or followers but not leads, right? There's a breakdown in your conversion somewhere. There's usually one metric where you're like this is pretty good so why is this part not working? Which that just means that there is something broken within your process and it's typically not the entire process it's just one maybe two things and so people are dropping off before they take action and you can't quite figure out where or why and I'm going to tell you right now it's partially because your content is not again triggering dopamine, creating that anticipation loop that's going to drive them through the buyer journey a lot quicker and the common thread here is that all of these symptoms point to the same root cause which is that your content is not providing their brain with all of the information that they need to make a purchase decision. There's no desire, there's no obsession, there's no compulsion to act because you don't know how to trigger that dopamine in your content. Dopamine is the key. That is how you get anyone to do anything because our brain is acting in anticipation of either completing something, receiving something, getting an award, hitting a new milestone. That anticipation, that dopamine chemical is what keeps us moving forward and so if you want to keep people moving forward within your sales process you have to consistently be opening those anticipation loops and giving them a payoff over and over and over. Those micro commitments and that response conditioning is what is going to move people through your process, one a lot quicker and two with a lot less resistant and so when your content super valuable it's really educational. It's not necessarily triggering that neurochemical response and so people aren't going to take action on it and what most people get wrong is they think that if they post more that just more volume is going to get them more leads. Like if I just could get more views if I just could get more eyes on my content I'd make more sales so they optimize for engagement they're looking at like comment shares but engagement definitely does not equal conversion and I see this all the time. We did an audit for somebody this past week who was reaching over four million people per month and making less than a hundred dollars, a hundred dollars from per content. Four million people less than a hundred dollars. That's literally insane and then we have clients with less than five thousand followers who are generating three hundred thousand dollars in leads from a single hope and so why are those results so vastly different? Because when I see people that have millions of followers they're reaching millions of people every month and they're barely making any money I just want to scream about this from the rooftop because if that doesn't tell you that views are not going to solve your problem I don't know what will and so again the real issue here is that your content isn't triggering the neurochemical response that creates desire and action dopamine is the brain's reward chemical and so what that means is that it's released when we anticipate something good it's what gives us like cravings or different foods it's what makes us click on that ad to go look at that product it's what drives us to take action dopamine is what drives behavior it's what makes people binge netflix it's what makes people scroll tiktok for hours because those micro dopamine hints that you're getting over and over and over every time you go to scroll to the next video opening an anticipation loop in the brain and getting a dopamine hint I think what a lot of people don't understand is that people's dopamine it comes from the anticipation of the next video not necessarily the video that you're watching and so that's what actually gets people to stay and watch your video is when what you're giving them in that video is more dopamine than they would get from the anticipation of going to the next video so if you can release more of that chemical within their brain with your video that is what keeps them there because the second your video feels a little bit boring the second you're no longer giving them that payoff of those consistent dopamine hit then their brain is like I can get more of this elsewhere and that's what makes them scroll and again like this is the chemical that makes people check their phone obsessively and it also is what makes people binge your content and buy from you without objection and so if your content doesn't trigger dopamine it doesn't matter how valuable it is because the brain is not motivated to act on it and so the gap here is that most people are creating informational content they're educating but they're not creating anticipatory content they're not activating desire education without anticipation equals consumption without conversion and you have to have both and so that's what we're going to unpack today how do you create content that yes provides value but is going to activate when people say oh how do you create content that activates you need to activate your audience what nobody explains because they've just heard that buzzword and they don't know what that actually means what you are activating is dopamine you're activating the reward chemical in their brain that is what activation means and so when you are activating that chemical within your their brain that creates anticipation and so they want to then close that loop to get that payoff by purchasing your offer that is what activation actually means and i think it's because people just simply don't know so here's here's more of the neuroscience this is how dopamine actually works and i'm going to try and make this as simple as possible but i think this little aha moment here i'm gonna trigger some dopamine for you is going to help you a lot when you're understanding okay this is why we're filming content in a specific way even for our clients where we're doing the scripts for them and all you have to do is film it i think it's very valuable to understand still why we're doing this why are we phrasing things the way that we are why are we actually talking about this topic instead of this topic i think that's very valuable because when you have that buy-in to what you're doing and what you're saying it is a lot more impactful so let's talk about what dopamine actually does because there's a lot of misconceptions about this what dopamine actually is dopamine is not the pleasure chemical that's serotonin dopamine is the wanting chemical it's released in anticipation of a reward not when you actually get the reward so dopamine is anticipation of the payoff which is serotonin and so that's what drives seeking behavior so when you get a little hit of dopamine like you know that ben and jerry's that i have in the freezer sound really good right now your brain triggers that anticipation of eating that ice cream and what it's in anticipation of is that pleasure chemical which is serotonin so this key insight here is that dopamine makes you want to take action to get the thing it the craving it's the desire it's the compulsion also this is going to blow your mind now i need to just give a quick disclaimer here i'm not a psychologist i'm not a therapist i'm not your therapist i might be your business therapist at times but for my adhd girlies me i'm one of you adhd is associated with dopamine dysregulation now it's definitely more complex than just a deficiency but what's actually happening is you have lower dopamine activity people with adhd have lower levels of dopamine receptors and dopamine transporters in certain brain regions particularly the reward and motivation centers and so that impaired reward processing what's happening is the dopamine reward system doesn't fire as strongly which is why people with adhd struggle with motivation for boring tasks that aren't going to give them enough dopamine we tend to seek high stimulation activities because we need more dopamine hits we have trouble with delayed gratification we hyper focus and hyper fixate on things that are stimulating so these are these are your special interest this is me with my crocheting because something about that just scratches my brain just right and so that seeking behavior because baseline dopamine is lower people with adhd are constantly seeking that novelty and stimulation and dopamine hits because new things are exciting but we lose interest really quickly and routine tasks feel impossible we tend to have trouble with transitions and like getting started doing new things and we tend to interrupt tasks to check our phone or start something new and also here's another big one we tend to thrive in a high pressure situation because that adrenaline and that dopamine surge makes our brain just light up and so why that matters for your content is that if your content is triggering dopamine through those anticipation loops the symptom recognition the gap identification the future pacing we're going to talk about all of this it's especially powerful for people with adhd which i feel like a lot of business owners are there's a connection there because our brains are desperately seeking that next dopamine hit okay so the the key thing here once again is that dopamine makes you want to take action to get the thing and so it's that craving that drives the compulsion and so you know this is why people binge watch shows we refresh our phone obsessively and we can't stop scrolling social media it's the anticipation of the next thing the next video that's what drives the behavior and so how this applies to your content is that if your content creates anticipation for a result that you want dopamine is released to them and that dopamine is what makes them crave more of your content it makes them take action they go to your profile they binge they follow they engage and then they take the macro action they actually buy and so what triggers don't mean in your content showing someone a problem they have so symptom recognition showing them the gap between where they are and where they want to be future pacing painting a very vivid picture of the outcome that they want demonstrating that the outcome is possible for them so proof and authority and creating anticipation that they can have that outcome when you do those things in your content you are triggering dopamine and when you trigger dopamine people are activated they take action and so there's quick neuroscience refresher here because i know i talk about this a lot but i want to make sure we're all on the same page your brain makes decisions in three phases this happens in three different layers of the brain the primal brain which is survival threat detection reward seeking etc the emotional brain phase two this is where feelings memories desire attachment social connection those things are happening in that part of the brain and then there's the rational brain which is logic justification post-decision rationalization and so the primal brain is where dopamine starts because the primal brain is constantly scanning what's in it for me is this a threat or is this a reward do i need to pay attention to this can i ignore it it's processing 11 million bits of information per second and only 40 bits of that information turned into conscious thought so your primal brain is acting as a filter it very selfish it's survival focused and it's looking for ways to avoid pain or gain pleasure that is what it's scanning for and so if your content doesn't signal to them that this is relevant to your survival this is relevant to your success it doesn't get through it gets filtered out and so how do we activate the primal brain then you connect with symptoms so you're mirroring back what they're experiencing so their struggle that they are able to recognize themselves in that that self-identification that i talk about you speak to gaps and mistakes so you show the discrepancy between where they are and where they want to be this triggers the primal brain's reward-seeking system and the brain goes oh this person understands my problem they might have the solution i need to pay attention and that's when the dopamine starts to release that is the point in which they stop scrolling they engage and they go over to your profile and to trigger each of these decision-making phases in the brain those are those eight buying triggers that i'm talking about another way to do this is by with the primal brain is by speaking to your villain so you're providing contrast to the brain so it understands how you're different and your difference is then attached to well since this person does things differently this might be the thing that will work and so that's how you're able to break through into the conscious mind and at that point where they're like person might have the thing that will work they are then in anticipation of solving that problem which is where the dopamine is released now speaking to gaps and mistakes i will say i typically talk about that in terms of you know activating the emotional center of the brain which that is a piece of it but i need you to understand that all of this is much more nuanced and so different triggers can you know be supportive of different parts of the brain but once again we want to make sure that we're hitting on all eight because those are the things that the brain is taking into consideration when it's going to make a purchase decision and subsequently you are then triggering dopamine throughout that process opening anticipation loops that are connected directly to your offer now we need to talk about the difference between anticipation loop and curiosity loops because this is a really important distinction that i want to make because i see people doing this wrong all the time so curiosity loop rate intrigue but they don't typically tie to your offer it's those like wait for it cliffhangers that like kind of lead nowhere and so it gets a lot of views but it doesn't create buyers so this is like i'm going to tell you the one thing that changed in my business and then they kind of like tell you a story but it doesn't connect back to your specific symptom what you're experiencing what the discrepancy is what the shifts were it doesn't typically fully highlight all of those areas and so you're just creating curiosity for curiosity sake you're not actually triggering that anticipation and anticipation loop rates desire for a specific outcome that's tied to your offer so that opens a loop that can only be closed by taking action following DMing buying against views and it creates buyers and so it's like here's the gap in your content that's costing you sales that the difference in framing there anticipation loops trigger dopamine because they create a gap between the current state and the desired state and so the brain anticipates closing that loop and so dopamine is released and that person is now motivated to take action to close the loop so your anticipation loop must be tied to your offer it's not just like here's this thing that i learned here's the gap you have here's the outcome that you want and here's how to get it that's the difference and so curiosity those get a lot of views they go super viral but they don't create buyers whereas anticipation loops you're getting both now the only problem with that that will actually drive your views down is that when your content actually work though people are leaving the platform the platform is then disincentivized to show your content more people because they make money by keeping people on the platform so they can show them ads so when your content actually work you're going to get less views because the algorithm is tracking that people are leaving the platform after watching your content so now that you understand what dopamine is how it works and the difference between these different types of anticipation versus curiosity let's talk about how to actually create that content that triggers dopamine so like i told you there are specific buying triggers that when you're using your content they open anticipation loops that's part of the intention of giving them that information so i'm going to break down four of them for you in this episode so the first trigger is connecting with symptoms this activates the primal brain and what this trigger does is it mirrors their lived experience so they're able to self identify they're like oh that's me it activates the primal brain scanning system it opens that first anticipation loop which is like this person get me they might have the solution and so when someone sees their exact struggle described it creates relief anticipation relief of that symptom or like finally somebody understands maybe they can help me fix this and their brain starts anticipating the pain going away that's what triggers the dopamine is the anticipation they're activated and what this looks like in content so let me give you an example for my own content i i talked about this in the last episode maybe it was the episode before i don't know but i talked about an email i sent out about doing a 100k day and i opened with like sometimes i have to check myself when i'm disappointed that we only did 100k in sales that day now that symptom connect with what every level because whether you're at 10k months or 100k months you can relate to that feeling of like it's never enough the constant moving the goalpost and that recognition triggers dopamine now this is really a brilliant way of working that in because not only are we triggering the symptom of like experiencing that moving the goalpost feeling but then we're also subliminally infusing a piece of authority and aspiration of the 100k day while at the same time giving that vulnerability of the authority trifacta where it's like this is a flaw that i have and i'm kind of embarrassed by it and so the key the leading trigger here is connecting with symptoms but i would say this is like this is advanced level like eggbird mode like copywriting because it's doing like three things within one sentence and so we have a lot of control over how people behave when we're writing content at this level but let me give you another example so this is content that we would write for a client let's say they're a business coach that works with wedding professionals for example and so something that we might script out is like you're lying awake at 2am wondering if you underpriced the whatever wedding you are refreshing your inbox hoping that inquiry from last week is going to turn into a deposit you're comparing yourself to the planner who just posted her dream client while you're stuck with people that are trying to bargain with you for the prize and they want champagne service on a beer budget symptom after symptom after symptom there's no solution yet we're just mirroring and they can see themselves in that story which activate the primal brain they're going this is me keep talking give me give me what are you gonna give me can you solve that problem for me and so the mistake people make is that they jump through the solution too fast they don't sit with the symptom long enough and that symptom recognition is what gets people to stop scrolling and pay attention and without that the anticipation loop never opens which is why people are not activated by your content that's what that actually means and so this is what was missing from my client content previously the one that i mentioned in the beginning different industry than the example i just gave but different industry went from 12 to around 100 000 and her content was about like general struggles like you're struggling to grow your social media weren't hitting on specific daily pain wasn't really painting that picture and so when we added that more symptom heavy content profile visits increased by 3% profile visit actually tripled in the first two weeks because people were finally seeing themselves in her content was opening that anticipation loop and people were then going to we were seeing an influx of traffic to her profile so we were able to increase the conversion rate on her content for profile conversion that's a super important metric to track i'm going to be doing another episode about metrics that you should be calculating on your social media that instagram like isn't going to give you but when we added that content we saw an influx of profile traffic which then contributed to an influx in lead flow and in sale because people came over to her profile they were then able to binge her content and so because more people were at the profile more people were binging content we had a higher percentage of them then go to the link in the bio and submit an application because we were triggering that anticipation the second trigger that does this really well is speaking to gaps and mistakes so this is showing that discrepancy it really just illustrates the gap between where they are and where they want to be it's productive discomfort and so when they realize that something is wrong it opens an anticipation loop they're like i need to fix this how do i close the gap and the brain hates discrepancies when you show someone a gap their brain immediately starts seeking the solution and that's part of that aha moment that you get when someone's like hey you think that this is your issue but actually this and i don't know why no one's ever told you that when you see those videos and you're like oh wait a minute that dopamine hit that you just that's the exact feeling that i'm talking about creating for your and so when the brain starts actively seeking out that solution that seeking behavior is driven by dopamine i see the problem i anticipate solving it where's the solution and so what that looks like in your content so i've a post i haven't talked about before this this like just randomly came out came out of my mouth as i was recording a podcast episode and i realized that this would be such a smart piece of content would be such a good hook because it has that novelty and that like wait what and so this post was again leveraging that productive discomfort was the toilet paper brand post that i made it was like you've turned yourself into the toilet paper of your industry and that shows the gap you are a commodity i go on to say like you're not a category of one the discrepancy is very clear like you're competing on price instead of value so that anticipation loop opens and they're like how do i stop being toilet paper i need to fix this here's another example this is content that we would write for one of our clients use the sales coach and so it would probably be something like you're educating your audience but you're not activating them and so like this is a more sales centered post that i would make for myself is like you're educating your audience but you're not activating them because you're giving them information you're not giving their brain the contrast it needs to choose you and so that's why they're asking discount this is why they're talking to a few other people you've made yourself interchangeable i was able to identify the gap for them which was education without differentiation discrepancy so they think they're doing great they're posting value because everyone tells them what to do but then the result is saying otherwise so low conversion and then anticipation loop what i did to open that is like what's the fix how do i differentiate myself then and so then they're going to go over to my profile and binge my content which that post was converting really well over to my profile it has a super high conversion rate so we reached about 11 000 people and we had 1,870 people go over to my profile so that piece of content is converting at 17 percent which is really great that's well above the industry standard which is five percent so you can see that that piece of content had exactly its intended impact it created that identification it opened that anticipation loop which brought people to my profile and so that's one of those metrics there that we would be looking at to really measure if this post had the intended impact and so when people are like well how do i know if every single post is doing what it's supposed to do like i can't see exactly what post somebody clicked on before they sent me an application and you're right well to a degree because this is a tangent but if you're using money chat and you're doing ctas on every single post or if you have different e-word specifically for all the different posts that you're using ctas on then you can get a lot of attribution tracking there if you have utm links embedded in the link that goes out to your follower when it sends them that automated dm so you can get more attribution like that and you're still going to run into the same things that you have with ads where like if somebody sees an ad but then they click to your profile and they binge some of your content and then they go to your bio they're not necessarily going to always know which ad they came from like if they go click the link in your bio then they're going to come in as somebody who on that utm link as somebody who came from your bio and so even with ad to a certain degree you'll have that huge attribute tracking and so you have arguably a similar level of attribution with organic content if you use money chat strategically and you have separate utm links for every workflow but i digress another way besides that attribution you know trying to get first and last attribution tracking another great way to gather data on the individual post level is to see if it's causing people to take the action that based on the neuropsychology they should be taking so with that post for example we knew that it was a tracking to gaps and mistakes it was also hitting home to a specific symptom and so with that combination of triggers embedded in that video we knew that the thing that should have been happening is activation that would bring people over to my profile and so just looking at those metrics we can calculate okay so 17% of the people who saw this video came over to my profile so we can see that this video is having the intended impact and this is where having a data analyst on our team really comes into handy because i typically would then not be you know logically taking it a step further where it's like okay we're seeing that this post had a really high conversion rate over to my profile so within that day what were the applications that came in so that we can also over time kind of massage that data and understand that you know these pieces of content that were converting really well and the day they were posted we had this influx of conversions so that's something that you know if that video outperforms other symptoms videos that we've made on other symptoms then that's going to be an indicator that we need to double down on speaking to that symptom and highlighting that gap or even take the podcast episode i just did about the COVID pre-norm which is like if you built your business in 2020 you potentially didn't build a real business you build a business that really just worked in easy mode and now you're seeing what running a business in the real world is like and so that episode and you can see how this can be adapted even for longer form content that episode was over an hour long but it was specifically hitting home to the gap and the specific symptom and highlighting that discrepancy between where they are and what they're doing that was the intended impact of that podcast and so what we can see is like when we posted that podcast episode if we also saw an influx of views on all of our other podcast episode within that same day then depending on what the average is for consumption on a daily basis and when episodes are released we can see if this is triggering that binging behavior more than other videos and so this is where looking at that data and kind of cross referencing is going to come into play and again like this isn't something that i would have just figured out on my own because we have a data scientist on our team which is also a huge win for clients and the way that we're able to make data driven decisions for clients because what most people mean when they're talking about making data driven decisions is they're like well this video got more views and more comments so obviously people liked it let's do it again like that's not what making data driven decisions really looks like and so you can see where this kind of deeper nuanced level of making those decisions of knowing what data to analyze and kind of stack up against each other is a lot more impactful and most people just don't have the education to be able to do that so again with that podcast episode the gap was their business model doesn't work anymore the discrepancy is they thought they'd figured it out but now the results are dropping and that anticipation loop that's being opened is like what do i need to change how do i adapt but what most people do is they only show that gap like in the sales conversations but that gap needs to be in the content otherwise people don't realize they have a problem with solving so your conversion is going to be a lot lower even if you have a really high close rate if you have less people coming through the pipeline because you're not triggering that activation within your content then you're not going to make as much money as you could be even though you're likely reaching enough people on social media to be making that happen and again like this was something that was missing from that clients content i talked about she was like teaching solutions without showing the discrepancy and so that that's where i talk about like educational content does not convert because when you're just giving solution when you're saying here's three tips for how to do this then you're not showing the discrepancy and so then we added in that gap and like mistake focus content dm increased increase significantly and the quality got a lot better because people realized they had a problem that they didn't know that they had the next chapter i want to talk about is narrating desired outcome which this is huge this is future pacing and what this trigger does is it paints a vivid picture of what their life or their business looks like after working with you so it creates anticipation and desire it opens an anticipation loop like i want that how do i get it and this can also play into that authority trifecta when you are able to future pace what that life could look like through the lens of your own life looking like that then that also leans into that authority trigger as well and so why does this trigger dopamine the brain can't tell the difference between imagining something and experiencing it so when you paint the outcome super vividly mere neurons fire the brain pre experiences that win and so the dopamine is released in anticipation of achieving it and so let me give you an example of my own content one of my videos that did really well um that was a year old like text on screen video the copy was and i'm sharing the format because it's not just talking videos it's not just written content you can apply these triggers to the content that you're already creating and just reframe it a little bit to make it be more activating so like an example of this was like pob you spend one hour a week on content and generate five million dollars in pipeline value in a single month so at future paces the outcome that they want time freedom plus revenue and their brain anticipates what would my life look like with that so the dopamine is triggered they want to know how to get there and so something i might say in like another example is your content like your calendar is full but it's full of dream clients they pay in full they implement everything you send them everything you tell them to do they send you referrals without you even asking you don't have to chase leads they're coming to you you wake up to dms ready to sign or all of my sales calls are 20 minutes long not mine not the teams the teams are longer you close 60 of them because they're pre sold before they ever talk to you so that future pacing in detail is like this is what my life looked like this is what your life could look like and it's not just more money it's the daily experience of having it and again the brain anticipates that reality the dopamine drives them to then take action to actually get it and what most people do wrong is they talk about the features you're going to get weekly calls and templates instead of outcome showcasing waking up to sales notification without having to do discovery calls whatever that looks like for you because the features don't trigger dopamine the outcome the anticipation of getting it is what does and the client i was talking about she was doing this wrong too she'd talk about like you'll grow your business but then she wasn't painting what that actually looks like so we added that more vivid future pacing and applications increased because people could then see themselves in that reality this is one of the pieces of the authority trifecta as well so that's another trigger is elevating your authority which is really just best done by walking your top and so what this trigger does is it shows the outcome is possible by pulling back the curtain on your process on your result and it proves that you can deliver what you're promising and it opens the anticipation loop of like if she can do it i can do it how did she do that and so why that triggers dopamine is because social proof and demonstration reduced perceived risk and when risk goes down anticipation of success goes up and so the brain thinks this is achievable i can have this and dopamine is released in anticipation of that win and so what it looks like in content like okay i have that email that i sent out the one where i broke down like 360k in applications and i didn't just say like email marketing work i was like i i have an email that went out and it was about like creating like 720 000 in applications just from my email marketing in a single month and i didn't say like email marketing works i showed the email and like examples i'd use i tied it to why it worked i tied it to the authority trifecta and so pulling back the curtain really shows demonstrating authority demonstrating that mastery and that anticipation loop is like well if she can generate 720 000 and leaves just from email marketing what could i do or another example of this is like the ice cream story email that i just sent out and i told the story of like when i was rodeo cleaning and getting like drawing a really lame question my last competition and then i broke down how my answer hit all three legs of the authority trifecta and i gave them kind of like the spin practice to exercise it on their own stories and so it's me walking my talk i'm not just teaching the trifecta i'm showing how i used it and that opens that anticipation loop like i can do this with my own story if she can do this on stage with 35 seconds to figure it out then i can definitely do this in my content and so it's like let me try so here's another example this is content that we'd potentially write for like a fitness coach so it's like what i ate yesterday to stay in a quality deficit without feeling like i was starving and then you give them the detailed like meal breakdown the photos i'm a weeks into a cut and i'm not measurable here's why meeting food i actually like i'm timing my meals statistically i'm not restricting entire food group like you don't have to suffer to get results you need this type of system so you're demonstrating the process what she ate how she actually structured improving it's possible she's doing it and she's not suffering so that opens that anticipation loop of like well i want to eat like that and get results how do i how do i build that system and what most people do wrong is they claim like authority they're like i'm an expert but they can't really demonstrate it or they show results with no context income it's like it's giving income screenshots it's giving walking ftc violation and so that demonstration without the how doesn't trigger dopamine it just create skepticism and resentment typically and again my client before what she was doing was like leaving results and just like giving screenshots of people getting thousands of followers but then when we had her pull back the curtain on her process applications increased because people trusted that she could deliver that outcome now i wouldn't be remiss to talk about dopamine and not hit home to response conditioning we got to talk about the micro commitment ladder and how dopamine really creates that response of purchasing and so here's what happens in your brain when your content triggers dopamine right people don't just consume one piece of content and then buy that's typically not how it works it can be that way for long form content especially if you have multiple triggers embedded within that video or that podcast whatever my podcast is a good example of this i have people say all the time that like i love your broadcast i binge the podcast i actually saw you post about the podcast on your story and i listened to the episode and here i am applying because that was what i needed to hear it happens all the time and so with long form content that said when you're doing short form content they really go more on a journey of micro commitments and each micro commitment primes them for the macro commitment which is the sale so what this micro commitment ladder looks like like visibly and again you can kind of spot check some of this just with your notifications on a daily basis to get a pulse check for how how this is happening again there's metrics we want to calculate much more specific ways but just to kind of just get a little pulse check on this here's what i want you to be kind of seeing so people obviously find a video of yours that's how they're engaging so they watch your video or they read your post and that is actually micro commitment number one giving them enough dopamine that they get more dopamine from staying than they get from leaving staying is a micro commitment number two is like they like the video so that's the second micro commitment or potentially they share it or they save it that's that third micro commitment i want to be associated with it number four they then go to your profile so that's where we were talking about that 70 percent version rate on that video of people seeing the content and then going to profile and that's where i say like you don't have to reach a ton of people to make a ton of money let's do that math really quick let's say you only reach a thousand people with your video if your video is converting like mine at 17 percent then that's 170 people that then go to your profile from one video and so i think that you are bound to be able to make let's see if you have 170 people go to your profile now granted that's a very very high conversion rate that's what my content does on average for clients it's between five and ten percent but let's say you even have a fraction of that let's go on the low side let's say you get a thousand views on a video and your content only converts at let's do kind of in between that average let's do seven percent okay so that 30 people that go over to your profile 30 people land on your profile and your profile converts at let's say it converts at five percent that's two people that you should have DMing you or potentially applying so if you were getting two applications from every video that you post let's say you post once a day if you're getting two applications from every post then you're getting 60 applications a month which at an average of a 75 show rate do a 50 close rate that's still 22 new clients and 22 new clients let's say the one client that I'm thinking of in particular 22 times and then her average sale value is five thousand so that's a hundred and ten thousand dollars in sales that she should be tracking now if show rate is a little bit lower let's say it drops down to 50 percent then out of those 60 calls that we had booked if we only have 50 percent of them show so that's 30 live calls and then we only have let's say 40 percent of those close that's still 12 sales which at five thousand dollars is 60 thousand dollars in sales so once again views not the issue here conversion is so when they go to your profile you get that fourth micro commitment when they binge your content you see them consuming because they are liking a bunch of your different posts all within a shorter time period they're consuming lots of pieces of content that's a fifth micro commitment they follow you sixth micro commitment seven they click the link in your bio that's the seventh micro commitment I want to learn more about this or they DM you that's another micro commitment they show up to the sales call that's the ninth micro commitment and then by the time you get to number 10 they're buying from you because you've conditioned them to saying yes to you because every small yes makes the nest next yes easier and so it's called response conditioning like I said and that brain builds momentum towards the final action and so by the time they get to the sales call they've already said yes nine times and so that sale is really just the natural next step and so what was happening with one of my clients is people were finding her content they were binging 10 to 15 pieces in a row making micro commitments following her another micro commitment DMing applying next micro commitment showing up to the call pre sold because now we've already built the yes letter through that dopamine driven content consumption there and so why does binging content prime people to buy here's the neuroscience behind this when someone binges your content they're getting repeated dopamine hits and so each post that resonates equals another small dopamine release and then the brain starts associating gore brand with reward this creates a positive feedback loop which means more content of this equals more reward and so by the time they've consumed 10 15 pieces of your content they feel like they know you you've created that parasocial relationship with them they feel like they know you they trust you because you've demonstrated authority repeatedly they see themselves in you because you've mirrored their symptoms back to them they've been able to self identify and again get that dopamine hit they want the outcome that you're painting because you've future-paced it repeatedly at that point they're ready to buy and so this is why my clients calls turned into more objection-free calls because people weren't showing up hold they'd already consumed hours of her content it's like so if you're familiar with kind of what the og business people do like big thing is vs else right having a video sale level letter in your bio that's basically pitching them on why they should book the the sales call your organic content now is the vs l and it's a lot more powerful because rather than people not seeing it until you've marketed them to the point that you've gotten them to click that link then they don't even see that vs l until they get there to the link in your bio so at that point they're in the justification phase and then you're having to do all of that selling within the sales process itself rather than doing all of that prior to them ever even getting to the link in your bio your content is the vs l now and so her sales calls got a lot shorter they went from like 60 to 90 minutes down to like half hours her close rate went up from 30 to around 65 percent because people were just resold and the mistake that most people make is that they create one-off content that doesn't really lead people deeper and so there's no content ecosystem to binge there's no clear next step after consuming one piece and so people watch one real and they're like cool and move on no micro commitment equals no momentum which means no macro commitment in the end so i mentioned some of these examples but i want to give you some more in-depth examples of the content and triggers dopamine so that you can see this in action so i did that 100k day email which was the vulnerability aspiration having a lesson and so i opened with like i have to be honest with you sometimes i have to talk myself when i'm disappointed that we only did 100k in sales that day and i went on to unpack that moving the goalpost problem then i tied it to a lesson more about leadership and then i offered the audit and so why does that trigger dopamine because i had that symptom connection anyone who said a milestone and immediately fell behind relates to this there's that primal brain that's me she gets it the anticipation loops open how does she handle this there's the gap identification the gap is your desensitize your own own success but also you still do want more and here's the gap to why you're not getting that so i opened multiple dopamine loops within the brain they're like i want to stop this how do i do that future pacing so there's that implied outcome you can have big wins and celebrate them there's the aspiration the fact that we're doing 100k days and has the self-awareness to like check yourself set a dissipation loop and then i want that level of success and that level of balance so there's that authority demonstration doing 100k days that's the proof we're learning we're teaching the lesson from experience walking your talk if she can do it i can learn from her and the result was over 360 thousand dollars in applications from just that one email because it hit multiple dopamine triggers in that sequence it activated people that's what it did the other example i mentioned the toilet paper brand post hitting on that villain hitting on the gaps mistakes having that controversy element you've turned yourself into toilet paper of your industry that's a lack of differentiation skills i was explaining commodity equals price competition so people were able to see themselves they're getting those objections that i mentioned i showed why people ask for discounts why they're shopping around and then i ended with like your content needs a villain not more information and so why does that trigger dopamine you have the symptom connection so if you're getting price objections that resonates immediately primal brain that's why this is happening gap identification the gap is you're interchangeable the discrepancy is that you think you're providing value but you're not standing out and then there's the anticipation loop how do i become a category of one there's controversy in positions against the generic educational content so it creates contrast you need a villain not more tips anticipation loop what's my villain how do i use it and the result is people who relate they save that post and they go to your profile to see how to fix it and so they consume more content more micro commitments more response conditioning they eventually then dm or apply the other example that i gave the ice cream story email so vulnerability authority teaching moment i led i told the full story about turning that softball caution into a winning answer and i broke down exactly how it hit the authority trifecta i gave them a framework practice in their own stories so why is that triggered dopamine we have the symptom connection most people think their personal stories are relevant to their business the story shows them wait my results are like asset really that i could use primal brain i've been ignoring this need to pay attention there's the gap identification the gap is they have valuable stories that they're not using the discrepancy is their creating generic content with education when they have unique stories the anticipation loop is like what stories do i have how do i use them authority demonstration so i showed them how to spin any story strategically i gave them an exercise to practice walking the talk i'm not just saying use your stories i'm showing how future pacing so implied outcome you can turn any story into authority building content aspiration you can be memorable and differentiated like i was on that stage anticipation loop i want to use my stories to stand out and the result is like people try it that's a micro commitment they get that payoff of some serotonin when they get the result and they realize that they probably need help positioning their stories so that gap widens and then they book the audit or they dm so how can you audit your content for these dopamine triggers and now that you understand what the dopamine is how it works the triggers that activate it you need to figure out if you're doing this or not and then you need to either figure out how to do it or let me help you so step one i want you to pull up your last like 10 to 20 posts look at your feed or your reels i don't care put them into a doc and ask yourself five questions for each post okay does this connect with a specific symptom so is it mirroring their lived experience would they read it and think oh that's me or is it kind of generic kind of land question two does this show a gap or a mistake does it reveal discrepancy between where they are and where they want to be does it create protective discomfort or does it just provide information with no tension the next question does this paint a desired outcome does it future pace what their life or their business whatever is going to look like after is it specific and vivid or is it vague like you'll make more money okay great does this demonstrate authority am i showing my process my results my proof am i walking my talk or am i just claiming expertise without the demonstration and then does this open an anticipation loop tied to my offer does it create a desire to take the next step to follow to the end to apply is there a clear path from this content to working with me and then i want you to score each post so five out of five means you hit all of those which you're not going to do in every single post but you can kind of get a feel for how many you're getting zero out of five obviously you didn't hit any so then i want you to look at the pattern if most of your posts are like zero or two out of five why your content isn't converting you're educating but you're not activating you're not triggering that dopamine so what should you do about this option one by all means feel free to rebuild your content strategy yourself use the triggers we just covered take those map out a content plan that hits all of them across your post test it for 30 days track the results option two you can have us audit it for you we'll review your content for free we'll show you exactly which triggers are missing and we'll write you five pieces of content that will fill one of those gaps and trigger that dopamine within your content and we'll walk you through how to implement it on a call again for free what most people choose option two because seeing it applied to your business is different than understanding it conceptually and so we'll show you you know here's where you're losing people here's the exact gap here's what to say instead we'll write that content for you so you can post it you can see results immediately and for most people after we do that they're like okay lovely please go ahead and do that and we'll walk you through what it's like to work with us if not then by all means take your audit and your content and run with it so let me take you back through this client story one more time but now with all of the context that we just covered so her content was super educational it was valuable it was really consistent she was talking about strategy tips and tricks how to grow your instagram how to get more engagement how to get more views and people love her content they were really engaging a lot but conversion was terrible and she was reaching like millions of people per month and so the specific apps were number one we are missing that symptom connection her content was really about more generic issues not like specific better than experiencing in the moment she was missing that gap identification so she was just giving solutions like here's three tips for how to do this without showing the discrepancy she had super weak faith future pacing she said like this will help you grow your business you can make money from instagram you can get this many views but she wouldn't paint what that actually looks like so there was that authority without demonstration and she was claiming results and showing a lot of screenshots like i said of people getting lots of followers but then wasn't really showing like what shifts she was helping people make and what that process actually looks like to make those shifts and so what was happening is people were consuming her content but then they didn't take any action dm inquiries were very low quality she had tire kickers sales were exhaust was exhausting because she was convincing people and the revenue showed it like only $12,000 a month offer million of views and like i think it was month two or three where they went from 12 to 30 and kind of like kind of broke the business a little and then from it was like 30 to 50 to 100 like it was just so fast just doubling doubling doubling and so what we did was we created content that was mirroring her audience's exactly experiencing so instead of like you're struggling to grow it was like you wake up you're refreshing your dm there's no new notification you're refreshing your email hoping that that lead from last week is going to respond to you you see your competitor posting about welcoming new clients while people are literally ghosting you or not messaging you at all symptoms very specific and so what this did was it activated primal brain so people started commenting like are you in my head profile visits increased like i said they tripled in the first two weeks phase two so we added that gap focus content so we wrote content that really showed the discrepancy you think you need more followers you actually need this you think your content isn't valuable enough your content is fine you're just not doing this here's what's missing and so what that did was it created that productive discomfort people realized they had a problem that they didn't know they had dm increase increased and they were much higher quality and then phase three we added a lot of vivid future pacing so instead of like you're making more money you'll wake up to dms from people that are ready to buy you check your phone and you gained 300 new followers overnight those types of specific details so people could see themselves in that reality which increased conversion another big thing was that authority demonstration so we really had her pull back the curtain on her process here's what i'm doing with my clients in week one here's the exact framework here's why it worked walking her talk not just showing the result and what that did was it reduced the perceived risk so people trusted that she'd be able to deliver and so people weren't ghosting her anymore and like i said that the revenue increase was super very fast the dm increase tripled the quality improved and we had so many leads and sales coming in that we then had to hire a sales team very quickly and get them ramped and so the next issue was then sales and fixing our sales process so that we could increase close rate close rate went from about 30 to 65 in 60 days so that was awesome and people were finding her content and binging and we could see it in her notifications getting a ton of likes and engagement in a row from on different videos from the same person multiple comments story views they'd then apply the same day show up to calls being like i've watched all your content like i just have a couple questions and they're ready to start and so because her content was triggering that dopamine every post was opening an anticipation loop people consumed more content there were those micro commitments and by the time they got to the call they'd already said yes eight times they were respond condition to say yes to us and then the sale was just the next step and so i just need you to know that your content probably isn't boring per se it's just not activating that dopamine you're probably giving a lot of value but without the dopamine there's no desire there's no obsession so there's no compulsion to act and so dopamine is triggered it's by that anticipation the activation of dopamine and that doesn't happen by just giving them information you have to connect with symptoms activate the primal brain create the discrepancy paint the outcomes future pace walk your talk each of those opens an anticipation loop tied to your offer and then when people consume that dopamine triggering content they go on a journey they watch they like they go to your profile they binge they follow they DM you they buy and every small gas primes them for that macro commitment so by the time they get to the sales call they're already sold so go look at those last 10 to 10 to 20 posts ask yourself those questions do that audit and my invitation to you is that if you're still not sure if your content is triggering that dopamine which honestly if you're not getting the amount of applications that we talked about like if you go through and do those calculations you realize that your content is not converting at like five to ten percent profile isn't converting at at least five percent will audit your content you would be one of the people to need to book this audit so like i said we'll show you what's missing we'll write five pieces of content again it's completely free five pieces of content that trigger that dopamine and you'll post them and you'll see the difference immediately so the link to that audit is in the show notes i really mean this it's free i know it sounds too good to be true we really do this we really review your content we really create like a three page document that walks you through what you're missing write the content for you and we walk you through it on a call together like i said if what we uncover is something that we can help with rate we'll walk you through what that looks like if not rate you walk away with audit and some content to post so the difference between content that gets views and content that gets buyers is dopamine is that activation and so your audience's brain is either anticipating working with you or it's not and if it's not then they're not going to click to your profile and you won't see those metrics across your process so that's all for this episode thanks for being here i'll see you in the next one bye