Get Sales Without Asking People to Buy - Teacher: Lindsay Burgess

Hello, useful content creators, and thank you for joining me this week on the podcast. And this week we don't have any fancy intros, but I do want to give you some reminders. Now, if you're watching this on LinkedIn or Facebook or YouTube, you're going to see the video part of the content, but this content also comes in audio only on Spotify and on Apple Podcasts.

All you have to do is search for useful content and you'll find me there. If you're into that, I normally would listen to podcasts while I exercise or while I'm doing some chore. I will listen to it in my ear when I can't look at it. And the audio is just as good as the video, except of course you have no visuals.

So if you prefer that one, that is one way you can engage with the podcast as well. And I want to thank you all for being faithful listeners. We're coming up on to the end of season two and approaching 50 episodes, which is going to be a great achievement. I have some great people coming up in the future that I'm booking right now, and that's going to be very exciting when we get there. but on this episode of the podcast, we're going to be talking with content coach, Lindsay Burgess. And she's going to teach us how to create content that leads to sales without using discovery calls.

Asking people to buy

or sending any DMS. And if you have ever been on LinkedIn or Instagram or any place that allows you to DM people, you know, how DMS can become very, very annoying. So it's going to be a great episode. We get into it and I hope you enjoy this week's podcast. Let's make useful content.

Any

Hello and welcome to useful content. And today we have a brand new teacher in our useful content classroom, Lindsey Burgess. Hi, Lindsay,

Hello. Thank you so much for having me on today. 

it's good to have you on Lindsay. And, um, the reason you're on today is because our good friend, Candice recommended that you be on the show. Normally when I have a podcast interview or conversation, I send a form and at the bottom of the form, it says, who would you recommend to be on the show? And she recommended you.

So that's a great way to get to meet somebody and to have them in your space talking about important things at the same time.

Yes. I love Candace. She's amazing. Um, it's just incredible how I met her on Instagram and how powerful social media can be. Uh, we're in two different parts of the world and I just feel so blessed and honored to know her. 

Yeah, she's great. And the episode is yet to be released, but that episode was a great episode as well. So I can't wait to release it. Uh, but let's find out more about you. What could you tell the people what you do and how you help your clients? Make useful content.

Absolutely. So for those who don't know me, I go by my, my name is Lindsey, but I go by content.

coach, Lindsey on Instagram, and I focus on marketing as I've been doing it for almost eight years now, uh, actually a little over eight years showing my age here, but, um, it's, it's really been.

interesting because the approach that I take is for service based business owners to learn how to attract their ready to invest clients. So this is someone who is actively already looking for solutions, which makes sales a lot easier. So when I help my clients, it's typically through their content, through their messaging and through their marketing.

So those three components together really help them to create cohesive strategies. So we do that pretty much in a customized way. So I asked them a series of questions. I just ask as many as I can. And some of them might seem irrelevant, but it all comes together in the end so that I get to know more about their core values.

And then through that, I create that customized strategy for them that actually fits their needs. That way they're able to attract people a lot easier in less time. Um, and in a way that's aligned. Because again, you don't want to do things that are out of alignment. So that's what I do. 

Oh, that's great. Why do you do this for service based businesses and not like product based businesses? Is there a reason for that?

I, I have helped product based businesses in the past as well, but something about my heart just being pulled toward the service based industry, uh, because we don't have, physical products to actually, actually sell.

We're actually selling us. We are the product, our services, our offer is the product. And I think service based business owners actually have a little bit more of a tricky challenge because someone could easily just go buy a product online. We see it all the time. People are on Amazon buying products. So it's simple because you know what you're getting.

You're getting something physical. But when you're selling something that's sort of invisible in a sense where you're, Hey, I'm not receiving anything in the mail. I don't get a package coming. That's why I love helping service based business owners because I've noticed that they have more of a challenging time being able to market themselves and say, well, here's what you're getting.

So messaging plays a huge role in that and how you attract those people as opposed to a product. It's a lot easier. I think I personally feel like product based business owners have it a lot easier because people know what they're receiving. 

Yeah. 

Some product based business owners might want to 

you for that. You know, 

cause 

they might, but I'm telling you, they have it so much better. Um, It all depends on how you market them, so, but I like both. I like both. 

yeah,

So 

you said you help them with their content messaging and marketing too. 

Yeah. 

Absolutely. 

Okay. 

And 

out of that trifecta, which do you 

think is 

the most 

important part to get right, 

especially 

when you're starting out?

Yeah. Uh, so messaging is number one, in my opinion, because again, a lot of Business owners, so many entrepreneurs out?

there don't really know their core values or don't focus on that somehow in their messaging. Somehow it gets lost because they're taught, Oh, you know, just educate and entertain and motivate people and you'll be fine.

I've seen that circling around on the internet. I'm like, Ooh. This is not, um, a real strategy. This is just different styles of content that you can create. And there's so many other styles that fall outside of those categories. So, um, you know, and I don't, I don't want to go on a tangent here, but, but pretty much, um, you messaging is one of the most important and critical components that you could have.

in your strategy, because if your messaging is unclear, it won't reach your audience in the right way. So that's really something I focus on for the website with my clients. I look over their messaging, their email marketing campaigns, their Instagram content. I mean, everything has to be cohesive and aligned. 

Yeah. I agree with you about messaging and that is something that 

we talk about too. Um, it's 

not 

something that 

people 

consider 

cause when they get the, guidance as 

to how to make 

content, they 

often get like, they 

make 

this type of content or that type 

of content, 

as opposed to what 

it is 

that you're trying to communicate was 

the 

core thing 

you're trying 

to 

communicate to the people who you want 

to 

buy 

from 

you.

So 

that's extremely important. 

And I, 

and I agree 

with 

that. 

Um, 

and you yourself kind of went through a transition back 

in 

2021 and 

something changed in 

your business. Could 

you 

explain to us what happened there and how your business has changed since then?

Yes. Uh, so, you know, 2020 that pandemic hit and everyone was at home.

So I was, you know, I quit the job that I was working at because, uh, again, I didn't feel like it was aligned. And then for me to get this office job opportunity and quit again, I realized that that just wasn't for me. And as I was healing, doing some therapy, a funny story, I hired her from Instagram, by the way.

So she inspired me to start my business in 2021, January. She was like, Hey, why don't you start your own business? And I'm like, Me, I don't even know the first day. I don't have a business degree. Like I'm thinking it's this complicated process. And she's like, well, you found me through Instagram. Why not post on there?

So that's sort of how it all got started. And then?

as I started attracting these clients, initially, I was just helping people really with their content strategy and come up with a game plan of different types of content they can post. And as I dove deeper into it, I'm like, Oh wait, this is actually a skill.

Being able to attract clients and maybe I can start showing them how to do that, you know, through my content. 

Right. And so 

is 

that the reason why you kind of. 

I've stuck 

kind of around 

Instagram because 

I 

know 

even though you help your, your clients 

get in 

front 

of 

the 

right 

audience and you do that 

in 

a general 

sense, 

it seems 

that 

a 

lot of your 

emphasis 

has been 

on Instagram. 

Would 

that be a right thing to 

say?

And 

is, 

is that 

the 

reason why? Because you 

started 

out 

there?

Yeah, I started here. It was like my foundation. I did initially get a couple of, uh, clients through LinkedIn as well before I fully started marketing myself on Instagram. So that was great, but it was more of training certain teams with marketing.

And I was like, eh, I don't really want to do that. And I didn't want to go in that direction. So LinkedIn is a great, Place to, um, some of my clients use Facebook and they take the strategies I share with them. I personally am not a huge Facebook fan. Don't, don't shoot me down Facebook lovers, but I am not a Facebook fan.

Um, but I know that people use it and my clients have used those strategies as well and done great on Facebook. So I think you can use them interchangeably Instagram, Facebook. I mean, I wouldn't recommend Tik TOK. That's a whole different beast there?

Um, you have to. Kind of create strategies way differently if you're going to be on TikTok, but yeah.

So I think it's, it really all depends on, on who you're marketing to, but I love LinkedIn. I think it's a great place to market and I think you can have success almost anywhere, Pinterest, wherever you want to go, try it and, and, and hone in on it. And I feel like. I wanted to not be a jack of all trades and a master of none.

So that's why I've really focused in on Instagram. And I was like, okay, now that I can master this, if I want to expand outside of this, I can, you know, I have more options as well. 

Yeah, 

that's great. 

That's great. 

So you have, what are we going to talk about is probably going to apply to almost any platform, right? 

Because today 

what we want to talk about and, um, the thing 

that. 

Is most, 

I 

guess, interesting 

to you 

is 

creating content 

that 

leads to 

sales 

without discovery. 

Without, 

without discovery calls, without sending DMS and without asking people to buy.

Um, 

some would say that that is an amazing 

thing, right? Without 

having to do 

any 

of those 

things. I know you yourself 

don't 

do discovery calls 

anymore. 

Um, 

that you 

have like 

paid calls 

and 

things of that nature. 

Uh, how 

can 

someone, how is this possible? How can someone 

get 

the 

business they want without 

essentially 

reaching out directly?

Um,

what's funny to me as I, I asked someone recently because one of my clients was like, I really want to stop doing all these discovery calls.

Cause I'm an introvert. And it takes up so much of my time and my energy. And I said, well, then why don't you? And she's like, well, I feel like I have to like in, in, in the industry, like it's a huge practice for us to have these discovery calls. So I said to her, well, if you call Amazon right,

now and say, I need to speak to Jeff Bezos before I buy this product, do you think you'll get access to him? right. So the only thing that separates, um, us from any other business owners really access. So you give people access to your energy based on what you feel. You can do. So it's really a choice. And I'm not against discovery calls. If that's still something you want to do, some of my clients still do them.

Nothing wrong with them. But personally, I said, I need to save time because I had So many discovery calls booked on my calendar at a certain point. And back in 2022, I believe it was, I completely stopped the discovery calls because I had like 12 calls booked. I hopped on all those calls that way. It was a lot.

It was exhausting and to go through all those calls and then make zero sales from those calls. And like, I'm a great closer. Like when I tell you my percentage is really, really high. Um, usually that never happened to me before, but I knew it was time to make a shift. And I said, if I'm spending all this time, what can I do instead?

So, um, I'm so grateful. Like I met my man, he's amazing. He actually has been an entrepreneur for over 10 years. So he said, why don't you have an application process that would make things simpler and easier for people to apply to work with you. So it's kind of prequalifying. And even if you do offer discovery calls, have a prequalifying application where people can fill out.

You know, questions and answers. And you get to know more about, is this person aligned with me first, before I start working with them? Because people have complained about nightmare clients in the past. And I thought to myself, well, that's kind of our fault, right? If we don't vet them first and see if they're the right fit for our coaching program or consulting, whatever it is that you offer as a service based business owner, you want to make sure everything falls into alignment, right?

So, and I use that word so much because it's so true, like in my life and it's been relevant throughout my business, that word alignment last year was my word of the year. And I realized I was like, I've been doing things and just getting all these clients, but they're not necessarily all, they're not all sort of on the same page about how things go about my process, about this system, about the same core values, et cetera, that we discussed before.

So it's on me. That's my role. So I think having that application process makes it way easier. You're also weeding out the people who are just lazy and just don't, aren't really that interested. If you think about it, someone who fills out an application is serious and they're going to be able to share more about themselves and why they want your help and they know they need help.

So it's a completely different, thing as opposed to someone who's like, Ah, let's just hop on a call. We'll see. Oh, I'm not gonna show up. That's a whole different, completely different energy there. And through that, to answer your question on how I do that process now as opposed to back in the day, now, my executive assistant, even if you don't have one, She emails them, but you could do this as well.

She emails them says, Hey, your application was approved or, or it was denied for whatever reason, maybe because it wasn't filled out to completion or there weren't enough details there. So it's giving that person another chance to fill it out again, or they'll say your application, she says your application is approved.

So there's like an email template that I have set up so that she can just send that out to each person. And you know, once it's approved, she lets them know. Here's the different plans or here's the different options that you can work with Lindsay at this capacity. Do you want to do this? This A, B, or C option?

And people choose. They reply to her email. They respond. If they don't respond, I tell her not to follow up with anyone because Again, we're not chasing anybody. I have a very like attract versus chase mentality. And I think that's a mindset thing where people think I have to chase them down. I have to follow up.

Do I really want to work with someone who can't reply to a basic email? I don't have that desire, but I hope that they find the coach for them. So again, it's, it's all about how you, you know, viewing things sort of from an assertive standpoint, not a passive, Oh, I, you know, life is happening to, or an aggressive, like, I don't take anybody except for the like highest paying, you know, it's sort of that balance of like, who do I really want to attract and finding who is that person.

And I want that person who's going to fill out the application. Reply to the email, which option once she sends the invoice in the contract, they sign, they're like, I'm in, let's go. And they have the opportunity to ask any questions they want in the email. 

They have any opportunity for that. Even in my DMS, I send voice mobiles back and forth with people so that they have all their questions answered before they make a decision.

So again, I think it's all about how you choose to do things and, and just being mindful of what works for me. So that's another alternative for some people who are kind of like me, like I'm drained from all these calls and I don't have time, that's another option. 

Right. 

So

the vast majority 

of 

your 

business, I, and 

well, according to you, all of 

your 

business now is inbound 

business.

My business.

Oh, um, As far as like my, 

as 

far as how 

clients 

come 

to you is 

inbound. So you, you, 

you 

don't, 

yeah. 

And, um,

It's a little bit of outbound somewhat. I don't want to say it's all inbound. Some of it's outbound, but none of it's sending DMs to people and pitching my services. I've never done that. I never have, never will.

Like I'm so anti pitcher services and the DMs. 

yeah, 

you 

know 

what? 

I, it's that, okay. For me, 

let me just. 

You know, 

just jump into the foray 

now 

and 

say 

something 

for 

me. 

I don't like to do 

that. 

Uh, 

I 

am 

not, 

I don't 

know. 

Maybe 

it's 

just 

how my 

personality is. 

I don't like to pitch 

people. 

Um, 

and 

so I could relate 

to 

people 

building a 

system where people 

come to you.

And, uh, 

I try 

to 

put out the 

highest 

quality 

content 

so 

that 

that 

happens. 

And so things are 

inbound. 

When, 

when you decided 

to 

do that, did you see a drop in people coming to 

you? Or did 

you see an increase 

in 

people 

coming to you 

when you 

did 

the whole 

application process and all 

When, when you decided to do that, did you see a drop in people coming to you? Or did you see an increase in people coming to you when you did the whole application process and all that 

stuff?

The first, I believe is the first, months, I actually saw a drop in people, which was interesting because I was like, wait a minute, is this going to work?

You know? So I got a little, little scared, little nervous. Um, but then I said, you know what, this is, what's going to work for me. And I'm going to stand my ground. And again, it's going to take time for new people to come in and transition or for people to adjust or sort of be like, Oh, she only has an application process, like I can't just book a call with her, I can't just have, you know, easy access to her.

Um, because when you make yourself available to the world, I mean, it's harder to maintain. So what I started doing was I had a game plan. I said, well, let me go live more because I knew that a lot of my lives, people used to book calls after the lives. That was one of the main ways that was my lead magnet were, were my lives actually.

And I sort of had like a little formula going for how I would do it and it worked every time. So again, when I got sick, I was in the hospital. I said, Oh, I need, I need a real like lead magnet that can be on autopilot. So that's when I created the 20 minute masterclass, my first one, and it converted very well.

So I started like, again, making those changes necessary after between those two months where it was kind of slower and then it picked up. It picked up a lot. Like I started getting too many applications to the point where I was like, Oh, I'm only one person. So when I transitioned, I had a group coaching program and then I had some one on ones that I would do here and there.

But again, when you know you're at capacity, you have to be. Mindful of that and be ready to make changes. 

Excellent. Excellent. 

All right. So let's talk a little 

bit 

about some of the things 

surrounding how 

this 

actually works. 

Right. 

So I know 

that 

you 

believe 

that 

we all have 

these 

unique 

talents 

and 

abilities 

that 

God has 

blessed 

us with. 

And 

um, 

and 

you 

know, there are 

people who are actually looking 

for you 

in 

particular 

And 

we need 

to 

create 

the 

content.

That is 

specifically 

for them. 

And if 

we create 

the 

content 

for the 

wrong 

target 

market, 

then things 

wouldn't work 

out 

in 

the 

way 

that 

it should. Could you go 

more 

into that 

and 

explain why 

it's 

so 

important 

to 

be 

very focused 

and 

targeted 

in 

the 

type 

of content 

create?

Yeah, it's, it's, um, it's one of the things I wish someone told me sooner, to be honest with you. I know that people say, okay, now you've got these three stages of the buyer journey, which is true.

You have your awareness stage, you have your, you know, trust building or your authority, which I call nurturing because it's. Authority and trust, which are not the same. if 

Yeah. 

And I want 

to, 

and I want to talk a bit about that later on 

you tell us the difference a little bit later. Go ahead.

Okay. Yeah. So, Yeah. so trust and authority.

And then there's that phase of like conversion that happens where it's like, okay, I'm ready to go. And. Let me pay. So there's a whole psychology behind that where some of us have missed the step here in the marketing world. And I can say that, um, because I've experienced it myself with clients and then my clients have experienced that where sales became so much easier.

Even organically while they're posting this content, they're putting it out there organically. They're making sales without running ads because I always tell them, let's test organically first. And then once you've, you know, made sales, now we see which types of posts are resonating with your audience.

And then as we do that, and we've created this sort of game plan, there's things that I know work consistently with all of my clients. And then there's some things that need to be more customized. So with that being said, when you have that targeted messaging. It's going to be so much easier to attract that person who was like, that's exactly what I've been looking for.

They already spot themselves as soon as they see your content and they're going to follow you. They're going to watch you maybe for a week, two weeks, a month, who knows two, three months. It could be little longer, but most people, who are ready to invest like now and already have money save. I call them the empowered buyer.

I made this up because this is the best way for me to describe them. But it's the person who makes empowered decisions. They're not someone who's like, let me think about it. I don't know. Like they already know they need help. They're already problem aware. They're like, let's go, let's do this. I'm in, I just want to pay and sign the contract.

Let's go. How do I work with you So most people doesn't take them more than two, three months to make a choice. And that's something I've noticed in my own content. I've noticed in my own experiences with my clients. One of my clients now, she's been, she followed me for like a month and was like, yeah, I'm going to hire her.

I just want to make sure that our values align. And once she saw that, she's like, all right, look, I'm in like, it didn't take her a long time. So again, people are getting faster results than I did. People are doing it with more ease than I did. And that's my hope. Entrepreneurs have a better journey where, where they can see what's working organically.

Okay, now I can run ads and scale this thing bigger because I know, what works organically. I've already had these posts do well and track my progress. So yeah, targeted messaging is, is the best thing you can focus on. Um, and speaking to a target audience, that's a lot more conscious. Then the one that's sort of like, I don't know if I need this.

Now I'm finding myself convincing somebody that you need me. No, you do. And here's why. Like. the time?

Yeah.

And

I know people, 

you 

know, statistically 

that's 

about like 

three to 5 percent 

of people 

who are 

in 

that stage. 

Like 

they're 

ready to invest 

or 

what 

you 

call 

the empowered 

buyer. 

How 

can 

you 

find those people or what these 

mysterious people 

that exist out there in 

a 

world of your, 

in 

the world 

of 

your audience, how can you 

find 

these 

people?

What 

is, what 

do 

you 

have 

to do? 

Maybe 

there's 

something else 

in 

addition to 

content, 

but 

what do 

you have 

to 

do to target 

those exact people? So, yeah, you have to be honest with yourself. Like, who are the people that you love to work with? So, for example, in the past, I've asked one of my clients, like, who do you love working with?

Like, name their exact professions. And she told me, I love working with real realtors, like real estate agents, lawyers, um, people?

who have this budget, you know, so that they're not like, Oh, I can't afford you. You know? So that was her issue that she kept running into. I said, well, what's your common objection?

So everyone has different objections that they receive. So based on your objection, you now need to say, well, how can I make these shifts? So that way I'm not attracting that same type of person. So for example, She mentioned real estate agents. She mentioned, um, people in the finance industry. She mentioned, like I said before, lawyers, she had mentioned someone.

Well, start looking through some hashtags, go like their posts, comment their posts. Show love to their content. It's simple. You're building connections and relationships. It's like a giant networking event where billions of people now, this year, it hit the billions now. How could your client not be here?

You know what I mean? It's like people are like, Oh, they're not on Instagram or they're here or they're there. They're everywhere. There's no right or wrong platform. That's a limiting belief all on its own that, Hey, if this is the best plat, all of them work. Everyone I know has gotten clients in different places.

So they all work. It's all about now. How do you leverage it? So for me, it was Instagram for you. It might be something completely different, but as I started building these connections, these relationships with other people who are marketers in my industry, other people outside of my industry, other people who I really wanted to work with therapists, mindset coaches, whoever vocal coach wanted to work with me, grief educator worked with me, all these industries, I don't know where they came from, right?

But I, All I know is I was just commenting posts, showing love every time that I show up. So instead of posting content, we have this phrase post and ghost, right. Instead of posting and ghosting, I feel like it's an invitation. It's a party. Why would you leave the party if you're the, you're the guest of honor?

You're the person throwing it. So the most important thing you can do is stick around after you post content. Start, take 20 minutes every time you post. It doesn't have to be a long time. Show some love to other people's content. Why not? Your target audience is out there, but you have to say, who is my target audience first?

Who do I want to work with? And if that's a specialized group of people, go to some hashtags, go find them. They're out there. Look up hashtag lawyers, whatever. If you're local, you want to look up, um, hashtag restaurants in NYC. Like if you're a social media manager, you want to work with restaurants, look, look those up.

Restaurants in Jamaica, restaurants at hashtag restaurants in Canada. A woman from Canada found me. I was like, well, how did you find me? You know, I'm in America, you're in Canada. Someone in China found me, became a client. Like people are finding us in different ways, whether it's someone shared my content.

Um, again, creating shareable content. There's a strategy behind that as well. But again, people are finding you from all different ways. As you're commenting on other people's posts, people find me just from my comment being pinned on another person's. account. So that's the outbound part of it. So that's why I said somewhat.

No, I don't DM people and say, yeah, you know, here's my service. Like I've never done that, but I do the outbound of. You know, leaving genuine comments on people's posts that make them like, who is that? Who's that girl? I want to know her. And they click over and they're like, who is she? Who's this stranger?

This random person. They're going to look over and be like, okay, they're either going to like my vibe, not like my vibe. And there you go. So I think it's all about being intentional when you show up and not just with the comments and building a community versus just a bunch of followers. Cause I'm not really about that go viral life.

Like that's not my goal in life. I've gone viral a couple of times. It's, it's a little overrated to be honest. And it stressed me out and I hope it never happens again, but it's, it's great to build a community of people who genuinely are like, wow, I'm going to stand behind you, I'm going to support what you're doing.

Whether that's financially, whether it's in the comments, having a conversation, um, referring me to a podcast. Again, I meet so many people in so many ways because I built this community. All right. 

Okay. So let's, let's talk a 

bit 

about 

that 

and let's 

see 

if we 

could get 

into 

some details 

as to how 

that might 

work and 

how 

you 

can help people do 

that 

and what 

people 

should 

do. 

So 

someone comes 

to 

you, 

this 

is 

a 

scenario. 

Someone 

comes 

to you 

and they 

say, okay, 

I want, I have 

the service 

business.

Let's just 

suppose 

I'm a, I'm 

a 

chiropractor or something 

like that. 

Right. 

Come to you and 

they 

say, 

okay, 

I'm not really getting 

the 

type 

of 

business I 

want 

from my 

online 

social media 

presence. 

And 

I really do 

want 

to 

get more leads. 

I'm 

looking 

at 

trying 

to 

get like 20 

leads a 

month or 

whatever it might be, 

whatever 

number 

they 

have in 

their 

head.

And they come 

to you 

and 

they say, 

well, 

I'm 

ready 

to 

attract 

these, these type 

of 

clients and 

I'm 

ready to 

build 

my 

community. 

Let's go 

through the 

process of 

how 

you 

do 

that for 

them 

in a, just 

a 

general 

sense. 

what is 

the 

first 

step? 

After 

they 

fill out the form, 

they 

send it in to you 

and now, you know, 

you 

you invoice them.

What 

happens 

after 

that? 

Uh, what 

was 

the first thing that 

happens when 

they 

have to start this process of, one is always like the first meeting is so fun because I get to know more, even more about them.

So I dive in deeper about their interests, like their vibe, like who they are as a person. I asked them questions that they're like, What does this have to do with anything? But one of the questions, for example, is like, what are hobbies that you do outside of your business? What are, what's your favorite type of music?

What are, you know, or whatever genres you can name five plus. Uh, what is this? What is that? And then I asked them, what are your core values? What do you like stand for? What are the services that you offer? What is the pricing? I mean, I ask everything I need to know all the details before we get started.

So that way that's all crystal clear. And then I'm looking through their bio. I'm looking at their highlight section. I'm looking through their actual content and I'm seeing where there's maybe a disconnect from their audience and seeing the value of what they're providing. So for a chiropractor, for example, I'm going to look at, okay, the first impression, as soon as I go on your page, we look at the bio.

So I go through and I create five different bio options for all my clients. They look through and they can either approve it or do a combination of them, whatever they like the most, they choose which one they want. And I say, okay, now this is more targeted. Now we're going to focus on this person, your target.

Now everything has to surround this core message. And obviously you create these pillars, which people are like, what is a content pillar? I don't even know. It's pretty much three to five topics that you focus on every single time that you show up. So for me, again, it's content, it's messaging, and it's always going to be marketing.

Those are like my top three and number four is sometimes mindset. So I'm always going to talk about those four in rotation, but it's mostly those three every single time I show up. So as a chiropractor, what are you helping people with exactly? Like what does that transformation look like? I always ask them, what is your process?

Because people forget that people want to know what the process looks like. Are you breaking my back in? Are you, cause people get scared. They're like, well, I've been to chiropractors that are ineffective for me. So again, what are those frequently asked questions? What, what are those reviews say? For example, I am always looking at reviews on behalf of my clients locally.

I'm like, here's all the reviews from this person and that person and that person, other competitors, bad reviews and good reviews. So now those are content ideas that you can now implement, put into your content, address their objections and their common questions, frequently asked questions, and then they feel confident.

They're like, Yeah.

let's go. So are you, are you doing those things? And I have to look, I have to see what are those objections you're getting and how can we address those? Are you addressing those in your content? Are you clear on what you do? Are you having fun? Like, does this content feel a little boring?

Or, you know, again, you want your personality to shine. What separates you from everyone else? So it's all about standing out. And being that unique person who you were meant to be. And as you stand out, you shockingly will begin to like attract this tribe of people who come together and are like, I like this person.

Like this is my type of person Right. here. So again, it's, it's not about everybody, but it's about, Hey, who needs this? So is it, are you helping people? Some chiropractors actually offer massages as well. So deep tissue massage, um, they offer, um, realigning your spine or whatever it is. So again, I would have to know what is it specifically that you're offering?

How do you help your clients? What does that process look like? Are the sessions one hour? Okay. Boom. So now we're creating a reel. Imagine one hour of a soothing, deep tissue massage. After a long day, you're painting a picture for someone. And that's just the words on the reel. And it's showing the cat, the camera pans over, it's showing your shop.

Like that's one example of a real, I would create for a chiropractor. So I feel like people have to be more specific in their content because specificity is the key. If you are not specific in your content, it leaves your audience kind of like, eh, this looks like every other person out there. 

I'm 

intrigued by 

the 

bio stuff. 

Let's just go back 

to the 

start 

when 

you 

mentioned 

the 

bio 

stuff. 

Do 

you all do you collaborate 

to create 

that bio? 

Or 

do 

you just look at everything, 

go away, 

write 

the bios 

and then come 

back 

and 

say, 

these 

are 

the 

things that 

I think. 

These are the 

options that 

I have 

for you. 

Or 

is 

it 

like 

a 

collaborative 

process?

It is collaborative in the sense of like, I don't tell them you have to choose this. Like I just say to them, well, Who is it specifically that you serve in that first session as I'm asking all these questions, I'm saying, who are you serving? And I'm getting to know more about them. I'm like, this is not clear in the content.

Like who you help isn't very clear and how you help isn't clear when someone shows up. That's your first impression. So what happens is I, I look through it and I say, okay, hmm, how can I change this? So I come up with five different options. And again, these are five different bios fully filled out. And different click options for the call to action, different, different everything.

So when they look at the wording, they're like, Ooh, I'm going to use that, but maybe I want the second line from that one. I want a combo of two and five, and I'm going to put those together. And so they actually do that in Google sheets. So it is collaborative and they're like, I like this one the best. Um, you know, and, and they go from there and sometimes they even get a second opinion.

Some people have a business coach as well, which I, I highly encourage. If you have another coach, that's cool. It's just like, they usually don't specialize in what I do. So I, I typically will approach it from an angle of, Hey, you know, run this by other people, what do you think? You know, but most importantly, your voice is what matters the most.

So I always tell them to make sure that your voice is heard. So if, if the options that I provided, you don't like. There's ever an option. You don't like let me know so I can come up with new options, but that's my role. That's how customized I want it to become, because again, clear messaging and people saying, Oh, that's what you do.

And then us creating content around that. That's the foundation so that I can be able to do that. And then we've focused on the highlights and then the actual messaging, like throughout the content itself and creating the content. Content kind of comes all the way at the end, then the website and email stuff that comes last.

And then now we're looking at your lead magnet. What can we do to improve it? 

Right. Okay, 

great. 

So, 

so let's, 

so they come to 

you 

and 

you, 

or, 

you 

know, 

you can 

organize 

what 

is, 

what 

is public facing their bio. 

uh, you 

get them into 

narrow 

them 

down 

to 

having 

the, 

what exactly 

the 

person, people 

who they 

want 

to 

focus on 

and, 

and 

get 

that 

corrected. 

And then 

you 

help 

them 

with 

their 

messaging.

So 

tell 

me 

how 

that 

messaging 

part 

goes.

Yeah. So as, as we're looking at, okay, now I know who you're targeting. Now all of our, all of your content is going to go around that. So I asked them questions. So from the questionnaire that I asked them the first time while we were on the video chat, I'm taking the notes and getting to know them.

Now we have this shared Google sheet and they can click through and see the Q and A at any time, the bio options, um, highlight review. Um, where I, I suggest certain things that they can do to make it more clear or better for their audience. Um, so as we're going through now, we're, we're, we're like, okay, so what's your messaging?

Like, What are, what are your core values? What are common popular beliefs in your industry that you do not believe? That's one major thing that people forget. That's a part of your core values. And so if someone doesn't know that, for example, they're going to have a problem and be like, wait, I thought you were helping with this.

And you're like, I don't do that. I don't even believe in that. I don't stand behind that. So for example, if someone comes to me and says, well, I want to send out a DM strategy where I DM a hundred people every day to get leads. I'm going to say, I, Oh, I'm sorry. Let me refund you immediately. That would save me, like, who has the time and energy, but people know that because I sometimes will put out there in my content that, you know, instead of DMing people 30 whatever, you know, or I'll do something funny like this little raccoon sneaking and, you know, and in the real, and I'll say, this is how people look.

Slipping and sliding in my DMS. I did that before and it got so much engagement. A lot of people laughing in the comments like I can't stand that. And you know, um, it just showed it was also great for market research to see who doesn't really like that. And most people don't. I think only one person was like, well, I kind of stand behind it.

I think it's okay if it's done in a certain way. And I said, well, what way is, that? Like, what way do you prefer to be approached and, and why? You know, so again, our content is, an opportunity to have conversations with people and what does everybody want? I said this in my email blast that goes out every Thursday.

I said, what does everyone want? Connection. It's that one word. Every human being, every animal, every living thing that exists wants connection. So how do we connect more? Not how do I teach you something to show that I'm the boss? Like, no, how do I connect with you? How can I connect with you? And yes, we should educate our audience and teach them certain things, but it's how we do it.

It's not talking at people, speaking with them and having a conversation. So that they feel like seen and heard and validated. Cause that's what everyone really wants is like to feel like me too. Oh my goodness. Or I never thought of it that way before. I love that perspective shit. So when we create our messaging, how do we create messaging that creates connection and conversation?

And that builds that community. Cause that's what I stand behind. So, um, that's the process and that's what that looks like. So I look at what they've already been doing and I say, okay, how can we shift this? So one example of that is like pain point marketing, which, which. Drives me mad. I used to do it myself.

Um, because I thought that's the way that's what I was taught. 

is, 

well, 

for 

those 

who 

don't 

know 

what 

is 

pinpoint marketing,

Yes. I should break that down for those who don't know. It's pretty much where you're it's the stick it a knife in you type of content. No, so, uh, long story short, it's pretty much.

Uh, where you say, here's all of the things that someone struggles with, or here's all of the challenges that your target audience is going through, and now we're going to highlight that and agitate that, put that throughout your content message. That way I can. Showcase my service as the solution problem with that is, um, it's, it's giving toxic X, right?

Isn't it giving, I mean, it just feels like, here's why your content sucks. And you're just like, Whoa, that's kind of aggressive, you know, like comment down there. It's just, it's. That's not how you create that connection. I think people do it because they're like, well, this is how it gets clicks and negative headlines.

They tested it, right? Negative headlines get more clicks than maybe positive headlines. And I'm not saying everything has to be positive, but again, it's done with intention. Like your heart has to be in the right place when you're doing something. So I highly encourage people to check their heart, check their intention.

Why am I sharing this? Is it to push them to buy for me or is it to genuinely help someone? And if so, how can I phrase this so that it is genuinely to help someone? And I think ready to invest clients, people who are ready to buy now, they score right past, are you struggling? I don't identify with the word struggle.

I know a lot of people who don't either. I used to identify with that word when I was broken on unemployment, trying to start a business. Now I'm like, I don't identify with that word struggle. And I know a lot of people who don't. Um, I took screenshots of people in my comments saying, I don't identify with that word struggle.

You're not hooking me with struggle, you know? So I'm like, okay, it's not just me here. There's a mentality behind the types of people you attract who are struggling and can't afford to pay you, um, are victims and sort of take on that victim mentality versus the individual who's very empowered and is like, I'm already right.

So my question to most people is, if you knew someone was going to buy from you tomorrow, a week from now, what would you say differently in your content? You probably wouldn't even create content the same way. 

right? Yeah. 

So, 

so, 

so 

here's the 

thing, 

right? 

About 

that. 

It's 

like, 

I, I 

it's 

how 

you communicate 

that message. 

Like 

you have to be aware 

of the 

things 

that people 

are having problems with. 

Yes, 

The 

big thing 

is like, it 

really, 

for 

me, it 

gets 

to me. Like, um, 

I, 

I once told someone 

and 

they 

got 

a 

big creator. 

I 

once told them 

that 

they, 

they 

have 

real disappointed that energy, 

uh, 

because 

of how they were creating 

content. And basically 

they 

were 

highlighting, 

like 

all the 

things that were good, that 

people 

were 

doing wrong 

all the 

time. 

And. 

I 

felt, I felt 

like, 

I felt like 

you 

just 

piling 

on here. 

You're 

really 

just 

piling on. 

And 

what they're 

saying wasn't 

essentially 

wrong. 

It was right. 

But 

the content 

came 

across 

with 

a 

air 

of frustration with the people, 

as 

opposed 

to 

let 

me 

hold your hand 

and 

guide you 

through this.

And 

I picked up 

on that. 

And, 

um, 

and 

I, 

I 

love the creator 

is 

still 

a 

very big 

popular creator, 

especially. 

well, 

not 

so much 

on LinkedIn, 

but 

as a 

really big 

podcast 

and everything, and I, 

I 

was following this 

person, 

but 

as I 

got to 

engage 

with that 

content 

more, 

and I 

realized that, 

Like 

when you 

interact 

with them, 

on 

this 

kind 

of close, 

um, 

video 

content 

and 

different things, 

and I 

realized 

that 

they 

really 

have this kind of 

thing 

going on 

where there's just 

like, 

you 

know, 

you're doing it so wrong.

And 

I 

can't, I 

can't 

believe I have to say this 

again. And, 

and 

I 

was like, yeah, this is, 

this is 

really, 

this is, this is 

disappointed that energy here. 

is like, I love

like, yeah. You 

know, 

uh, 

and I, 

and 

I, I called them out on 

it once, 

and 

I 

called them 

out on 

it 

twice, 

and 

they got upset 

and they 

said something which 

I 

thought wasn't good, 

nice 

in the comments, 

and 

then I 

was like, 

okay, I'm done 

with 

this 

person, I just, I just stopped listening to their podcast, and 

I kind of jettisoned them 

out of my content cycle, 

and um, 

and 

I 

found some 

other 

people who 

We're doing 

good stuff.

And now 

I listen 

to 

them instead, 

but, 

but 

I understand what you're 

saying. I 

understand what you're 

saying 

from the perspective of 

the 

people 

who 

focus 

on all of these 

things 

that, 

uh, 

and 

they 

pile 

on, 

they, 

they're 

going 

to 

make you 

feel as 

if you 

can't 

do it. 

Even 

before you try. 

Uh, 

they're 

gonna, 

it 

affects 

you psychologically, 

but 

if you 

kind 

of 

present, 

like, 

this 

is 

possible 

and 

I'm 

here 

to 

help you with this 

and let 

me 

guide you 

through, 

let me give 

you this thing 

and 

you, 

you 

come 

alongside 

to 

carry 

the person 

through 

with your content, 

then 

it's, 

it's 

much easier for them to say, 

okay, I feel 

like.

Encourage and 

I 

feel like 

I'll 

be safe 

here 

with this 

person, 

let me go 

ahead and do this. And I think 

that's 

kind 

of 

the 

big when 

I hear you say it, you know, I don't know if you can identify with that. Yeah. Cause it's, it's, it's really just that feeling safe. Like people want to feel safe to share. Uh, someone actually became a client of mine cause they said, I see your comment section, how safe people feel to share.

And I'm like, I want to be like, that's why I want to work with you because I feel like I don't even know why I'm somehow repelling people or why maybe my message is not working or it's not effective. And I'm like, nobody wants to be called out on their dirty laundry, you know? But if I can do it in a gracious way and say, Hey, here's some common misconceptions, or here's a huge, like thing that in my industry is very popular that I'm like, Ooh, this is a red flag, you know, If I can call this out and people see that they're like, Oh, there's another way or you can do this without this, you know, how can we phrase it in a way where it's still helpful to people?

Because I agree that you should definitely know your audiences pain points, their problems, their challenges, what they're going through, some of the symptoms of things that they're going through. And then market those symptoms as opposed to the root of the problem. Cause we know the root of the problem, but marketing the root of the problem doesn't, isn't always necessarily effective.

And I talked about this recently in a reel. And I said, here's some examples down below. If your industry isn't there, let me know. And some people were like, well, here's my industry. I don't know what the symptoms are. The problem is versus the solution and what I provide. So again, we're always providing the solution.

I always tell people, this is so much bigger than us. We are world changers. So when you think of it from that perspective, wait, I'm a world changer. I'm not supposed to just be pointing out people's problems. I'm supposed to provide solutions. Even if the person never pays me, someone told me, I watched your free content and it has helped my business thrive so much, thank you.

And I said, Like that touched me in ways that.

money acknowledgement, any of that said, none of that is relevant to me. That touched me in ways that I can't even explain. If your free content isn't helping people, what are you showing up? 

Yeah.

It's not just a call out someone's problem. So Yeah.

that's sort of a belief behind that.

It's, it's okay to be aware of it and it's okay to use it in order to help. people. But if you're using it in a way to sort of like shame people again, are you showing up from a place of do you want your clients showing up and making decisions to buy from you from a place of guilt, shame, fear or Oh, well, I gotta hurry up and versus excitement and joy and showing up from a place of love, joy, you know, peace and, and, and, and happiness.

There's a whole different energy behind how you show up. 

Yeah. 

I mean, and to be fair, 

sometimes 

you do 

need 

to 

crack 

the 

whip 

a bit, 

you know, 

um, to get 

people to get people 

going. 

Uh, 

but 

you 

know, 

for me, I 

think, 

especially 

for 

my 

content 

and 

hearing you 

talk 

about 

it, 

it's, 

it's 

never, 

it's never, 

you 

don't want to have a 

pile on 

and people and 

make 

them 

feel.

Like 

they're terrible or 

you try to 

encourage them. 

I 

think 

everyone, 

and this 

is coming from years 

of 

having created 

content 

for 

people 

and 

seeing 

even 

like, um, 

uh, 

what one time, 

this 

is just one 

example. 

One 

time 

we did 

an 

interview with 

CEO 

of a 

bank 

in, 

in 

control 

of 

billions 

of dollars 

per 

year, 

going 

through 

the system.

And 

the 

guy 

froze 

up 

in 

front 

of 

the 

camera, 

like 

doing 

a 

regular 

Interview. 

And this is 

somebody who's 

like 

running 

this 

multimillion dollar 

company. 

And 

we 

have 

to 

encourage 

him 

because he hadn't done 

interviews, 

like 

the 

way 

we 

were 

doing 

it. 

Encourage 

him 

to, 

to 

how we could talk 

through 

it 

and 

the 

topics 

and all 

those 

different 

things.

And 

of course 

he got 

through 

it 

and 

everything, 

but, 

and then it 

occurred 

to 

me that 

these, 

these 

are 

just 

humans, 

these 

are 

just 

people, 

regardless 

of 

their 

role, 

their 

title. 

And. 

They 

need help 

like 

everyone 

else. 

And 

if 

you 

create 

content 

in 

a 

way 

that 

helps 

people, then they'll 

be 

more 

likely 

to 

trust you.

You know, as opposed to destroying them, you know, and and again, and of 

course, 

sometimes 

you, 

you, 

you 

you have, you had to 

be 

like, 

you 

know, 

what 

you're doing there is not right. 

It's 

time 

to change. 

And then 

you, you 

know, you, 

you 

tell them 

and 

then 

you reprimand 

them and 

then 

you 

hug 

them 

and 

bring them 

into the fold for me. I feel like people who are ready to buy already know they have a problem.

No one needs to tell me like, uh, Hey, Lynn's, you know, Maybe lose some more weight. Like you haven't been consistent at the gym. Like I know, and that's why I get back right into it. I'm like, okay, maybe I need to do Pilates and I need to hire that instructor again. Or maybe I need to, I know, you know, I think we all know we have problems deep down.

And for the ones who aren't problem aware, do I want to target those people? So again, in my messaging, I'm not going to target that person who needs that pep talk and needs that push. Sometimes I do pep talks, you know, but usually it's, I, if I have to tell them something hard, I'm like, I'm going to give you a loving push real quick.

Yeah. Because I want them to know it is a loving push. Like. Even though you don't like this conversation or it might make you feel uncomfortable. This can help you. It can help you. Cause I don't want to see people struggle. You know, I don't want to see people suffer or feel like they're there. It's impossible.

A lot of people have told people this is impossible for you. So they believe it. And so if we can create content that talks to more of those limiting beliefs and these ideas and, and, and make that shift. Now we're speaking to people who already are like, well, I know I have a problem. I know I need help.

Tell me like, what is the solution? They're solution oriented people. So they don't want to hear about a bunch of problems. They're like, eh, scroll. They want to hear about what's the solution to my problem. I don't want to be reprimanded right now. I need someone who's going to say, here's some solutions.

And as you're sharing, I know people are like gatekeeping content and like, I got to hold on to every gem I have. I can't share this because they didn't pay me. I mean, if your free content is kind of bland and dry, do you think they're going to pay you? When people see the content that you're putting out, they're like, I want to see what's in that paid offer.

So no, I'm not telling you to hear everything in your paid offer, but maybe it's a little different for me because mine is customized. You can't steal something that's customized. So I'm not worried about someone taking something that they learned from my content. That's beautiful. If they go ahead and share that good.

Because now someone else can, can, can learn from that, or they're now, maybe their ideas have changed or have shifted completely, and maybe they saw something from a different perspective we've been taught. You have to push people. And this is how have we been taught? Here's how you empower people.

Probably not. You know, we see a lot less of that and how you, how you encourage people, how you show solutions to people, how you speak to people who are already more advanced. So that's why, again, targeting that person who's more conscious. You're not going to have to go through every problem. It's completely different.

The people I used to attract when I did the pain point marketing versus the people I track now, whole different group of people. My clients do boomerangs with me. They pass the vibe check. They, you know, they, they've done collaboration posts with me doing a video reviews, everything like I'm super grateful.

But again, imagine me still going after an audience. That's like, Oh, I'm blaming you. Why I didn't get results, even though I haven't posted all week. And I just. I just thought you were going to do everything for me. It's like, no, I, I, why, why would I do everything for you? This is your role to step up and do it yourself. Right. 

All right. 

Okay, great. So the 

conversation 

is 

going 

great, 

but I 

know 

we 

have 

to wait. 

We, I 

told you I was 

getting 

you out 

of 

here 

in 

45 

minutes and now 

it's 

like 

five 

minutes 

over. 

So let's, let's, let's talk about one last 

thing 

before 

we 

wrap 

all 

the way up. 

Let's talk about 

the 

difference 

between 

building 

trust 

and 

building 

authority.

Cause 

I know 

all the way 

at 

the 

beginning, 

I 

said, 

we 

were going 

to 

talk about us. Could you, 

so 

you, could 

you please 

share 

with 

us 

what's the 

difference 

between 

building 

trust 

and 

building 

authority?

Yes. So trust and authority always get merged in the industry. And even though they both fall underneath kind of nurturing content, they're not the same.

And the difference between, um, trust, if you think about it is you, I, I, I always use this example because people understand it so much better is think about your mom and then think about a politician. You might trust your mom, but you might not consider her an authority?

because she might not be a business coach.

Like I would never go to my mom for business advice. I know she would have my back. I know she would never let anything like happen to me. She's like big fighter energy, like would never let a bullet hit me. But as far as business, no, I wouldn't see her as a brand authority when It comes to business. As far as, because again, I'm first generation starting this business.

So, authority, again, you think of a politician. They have the authority, but you might not trust them. You might be like, hmm, this person's a little shady. I don't know. They're lying. But, um, So yeah, you have that authority. So again, it's, it's the merge of like your expertise and your experiences. That is that authority.

Like, Oh, I've been in business for 10 years, or I was able to do X, Y, Z. Like, Or I was featured in Forbes or whatever the case is, like whatever it is that you have going on. I was featured in this article or I was on television or I have these experiences. Yes, that's brand authority. It's showing also that you know what you're talking about.

When you share certain advice or tips or solutions to your audience, that's creating brand authority and trust. So there's some merge and there's some overlap there. But trust can also be being vulnerable and sharing your story. Trust can also in your content can look like, Hey, you know, here's more of those brand values that I was talking about, or trust is more of calling out something in your industry that's very popular to say that you disagree with.

Controversial stuff is building trust, believe it or not. And some people get scared to share their own opinion. Cause they're like, I don't know if I want all the smoke. I'm like, well, I want all the smoke, bring it over this way because really it does get the comment section going, but also it shows where you stand.

So, yeah. So building trust and authority and brand authority has overlap. And you can do both at the same time while also sometimes doing them separately. If that makes sense. It 

does make a whole 

lot 

of 

sense. And 

I 

think 

you 

need 

both 

obviously, 

but it's, 

it's 

good 

that 

you 

could 

zero 

in 

and know 

what 

bills, 

what, so that's 

that's excellent. 

Thanks 

for sharing 

that 

with 

us. Lindsay, 

Lindsay, this has been a great 

conversation 

and 

some 

of the people 

may 

want 

to 

know 

how 

they 

can work 

with you.

Could you please tell the people where they can find you online? Absolutely. So if you want, you can either follow me, um, at content coach Lindsay, which is Lindsay spelled L a N D S a Y.

You can also send me a DM. I'm friendly. I don't bite. Um, and also the other option is you can visit my website, www. contentcoachlindsay. com and you can subscribe to the email list. There should be a link. an option up top where you're able to stay in touch with me every week, um, through emails, uh, through DMs, however you want to stay in touch.

And there's also a form as well on my website. So if you want to fill that out too, but yeah, stay in touch and you can ask any questions you want. I'm always open to conversations. Um, I think people asking questions is a beautiful thing and it helps me create even better content. So feel free to reach out. 

Excellent. 

Excellent. 

So thank you again, Lindsay, for 

joining 

us 

and 

thank you so 

much 

students 

for 

being 

here 

on a useful 

content. 

Useful content 

classroom 

dismissed 

Thank you. 

and we're clear 

and 

we're 

clear. 

I was like, do I speak? do I not speak? Yeah, that pause, it gets 

a lot of people. It's like, what do I do now? You know? 

Oh, this has been great. I had a lot of different questions I wanted to ask where the flow of the conversation went in the direction. that 

was, it was good. It was a good direction. So that it turned out 

to be very, 

very, 

good. 

You know, Okay, great. Okay, good. Cause I was like, if you still have questions, like, feel free to ask, like I'm 

Yeah. 

good, 

you know, like I 

want people to get value from it.

Like, that's my goal is like for someone to.

say, wow, I walked away with some gems and I feel more like I have more clarity. So yeah, 

absolutely. 

That happened 100%. 

And 

sometimes 

I over 

plan 

sometimes. So, 

um, 

I 

don't 

get 

to 

some 

of 

these 

questions. 

Oh, so that's normal. Okay, good. 

Yeah, yeah, it, 

it was, 

it was 

so 

terrible 

before, 

but 

now 

I've 

kind of 

reeled 

it 

in, in, 

terms 

of 

how I 

ask 

questions. So 

it gives 

people 

room 

to 

speak 

organically. 

So 

that's 

great. 

Let 

me 

just 

cut 

the 

recording 

off here. 

Yeah.