Why Viral Content Won’t Grow Your Bank Account (And What Actually Will)

Hey Queens.

Welcome back to Sold Out Sales School.

I'm your host, Trish, and today we're gonna talk about something that's probably gonna ruffle some feathers in the marketing world.

But y'all know I don't care, so grab your coffee, get comfy, because I'm about to tell you why going viral really just keeps you broke.

Good morning.

Okay.

I am recording a podcast for Sold Out Sales School, and I thought that I would jump on here and record it with you guys because this is so important.

This is so important, and I wanted to this, first of all, my little, what's it called?

My, my selfie stick thing is so janky right now.

I need to get a new one.

It keeps popping off.

So if all of a sudden you guys fly off of there, that's why.

Okay, so we are gonna talk a little bit about content.

And again, this is gonna be a podcast episode on Sold Out Sales Goals.

So if you're not following, if you haven't subscribed, make sure you do and we're gonna talk about viral content.

Versus content that actually does something for your business.

Because a lot of people are really focused on the vanity numbers, including me.

I was too, because I had such high numbers on labor Nurse Mama.

But I wanna talk about the reality of that and what that actually does for your business.

Because if it doesn't do anything for your business.

Is it really worth chasing viral trends?

And I have the, I have the money to back it.

I have the content to back it and I can tell you some of my most valuable posts have gotten like zip when it comes to vanity metrics.

So I'm gonna be talking from the perspective of someone who has over 650,000 followers on social media, which is my labor nurse mama business.

Then from the perspective of my coaching account, which has a lot lower numbers and gets like zippo for engagement, but they both make.

Lots of money and I wanna talk about why that is and what we've done to do research on content and messaging and what I've had to do in my own brain to make peace with that dopamine hit.

Because I know the dopamine hit from going viral feels amazing, right?

But it doesn't do anything for your business.

So.

I've got my outline over here for the podcast, so I wanna make sure that I stay on track with that.

I also have Animal Kingdom in my office right now because they just wanna be with me.

So we're, I want you guys to grab your coffee, get comfy, and let's talk about viral posts and what they actually do for your business.

So.

Let me start with a, a story that's probably gonna make you question a lot of what, and I say in quotes, Instagram gurus are saying, because some of these Instagram gurus have not been in the content business for very long, and I'm gonna tell you, it's like this, it's like a massive wave.

So I had a post go like super viral.

It was like.

10 million plus views.

We had over a hundred thousand likes.

The comments were insane.

Thousands and thousands of comments.

And I gained like 20,000 followers in like 48 hours and it felt really good, right?

It is like, woo, look at this.

This is amazing.

That's, you know, that dopamine hit that I'm talking about.

But the kicker is that that viral post did nothing for my business.

It made me no money, like no money from that viral post.

It was in the pregnancy space, and I did flip it to some educational content, but I got every person and their uncle and their brother, and their grandma and their papa and everyone in there, and I got.

A lot of requests for feet picks and marriage and all sorts of other things that we get over on labor.

Nurse Mama.

When a post goes viral, because here's the thing, when your post goes viral, it opens up the gate, right?

It opens it really wide and everything can flood in.

But if you think about like when you have something flooding inside of a gate.

It brings it all in, right?

All the riffraff, and so it's not really who you are speaking to, so I want you guys to make peace with.

Low numbers because the low numbers, that is what's going to grow your income, I promise you, from doing this for six years.

Because meanwhile, I had a post on Trish Ware on this account that got no engagement, no likes, low views, and I got a DM and made 8,500 in a day.

So.

Here's the problem, and here's what I want to prove to you guys, and I want you guys to really, really listen to me on, is that because I, a lot of people are teaching social media backwards.

The entire industry is obsessed with vanity metrics, with going viral, with likes, views, share saves, but here's the truth.

Bomb.

That shit does not pay your bills and that does not grow a solid business.

You, you definitely, social media is a tool.

And I tell my my clients that it's your front door.

It's a gate into your business.

And it's important.

It's like having a business, a building, like a brick and mortar building without any signs, without any displays, and never opening the front door.

That is what happens when you don't make content a priority.

But on the flip side.

Your content priority should not be going viral.

It should be nailing down exactly who you're speaking to and only worrying about those people, and I call them your bfe.

So I've spent months analyzing this since I started coaching, and I've looked at thousands of posts of successful entrepreneurs, including my own content, and what I found is going to blow your mind.

Here's the thing.

The research backs this up as well.

The research, A recent study analyzed over a thousand media outlets and found that the most viral events don't significantly increase engagement long-term, and rarely leads to sustain growth.

So the research backs this up as well, and you have to think about it.

When was the last time that you bought something because a post had a million likes?

Like that is not buyer.

Psychology that is not sales psychology.

You buy because you trust the person, you relate to their message and you believe they can solve your problem.

But we're all out here chasing the wrong metrics, like it's gonna magically fill up your bank account and it's not.

So let me break down a few things of what I want you to pay attention to, right?

Because the viral post numbers are, are.

Incredible.

But what really matters is the right person, and that can be one, that can be a hundred, that could be 20.

That doesn't matter.

It's speaking to the ideal person that you want to speak to.

That is all that matters.

And.

You know, both accounts, both of my accounts make me five figure months.

My coaching account, if someone's looking at it, they're like, well, they're not, she's not getting much traction, but she is.

And it's because I know exactly who I'm talking to and I don't wanna work with everyone.

And so meanwhile, labor Nurse Mama, with all the viral moments and massive engagements, it doesn't mean more money.

So I want you guys to realize like more followers, viral posts, all of that does not make you money.

It's figuring out how to speak to the ideal person.

So I've got, you know, this is me over here with Labor Nurse Mama.

This is me with I am Trish Ware.

Same person, same expertise, but completely different content strategy can.

Completely different business results.

And what makes me so different than other coaches and other Instagram or content mentors is that I have built a business in B2B and B2C.

And let me just tell you what works on Labor.

Nurse Mama is not gonna work on my coaching account.

It just doesn't.

It's not the same.

So I want you guys to really.

Bring this into your soul.

A small targeted audience of buyers beats a massive audience of browsers.

Every single time, and I want you to really get the perspective right When it comes to your audience, I want you to, every time you start like getting obsessed about your follower account, whether you have 10,000 or you have 200, I want you to google a picture of, of a conference room with 200 people in it.

Right rows of chairs all filled up.

That's what 200 engaged ideal clients look like in real life.

Maybe even print that so you're not getting caught up on having thousands and hundreds of thousands of random people.

I can guarantee of my 650,000 followers.

Not all of them are still pregnant.

Maybe they will get pregnant again.

They'll recommend me to someone else, but they're not all at the stage of I need a birth class right now.

So are they My ideal BFE.

Now, I do love on my ladies.

I love them to death.

Some of them have been with me for six years and I have close relationships with them, and I don't want them to go anywhere but.

Let's just be real.

Okay, so which room would you rather be speaking to?

A room that has 200 engaged people who are super interested and ready to buy what you have, or a room of a hundred thousand people that don't give a crap about what you're saying.

So I'd rather have 200 people who are ready to invest than a hundred thousand who just want free entertainment.

And that's one of the things that I teach inside the Mastermind is how to get out of the friend zone, right?

Because we all get into the friend zone.

It's inauthentic.

And another study showed that 68% of consumers prefer authentic.

Authentic authenticity, that's your word.

Relatable content over polished, high quality content.

So they want the real stuff.

They don't want performance.

And most viral posts do not lead to anything sustained.

It's like a sugar high.

Oh my gosh.

This is so relatable to me because I am not good with sugar at all.

So it's like a sugar high you, you get this like sugar high and you.

Spike your metrics right for one hot minute and then you crash and it makes you feel worse than before.

'cause now you're just chasing the sugar.

High smart entrepreneurs figure this out and they stop chasing like and likes and they start chasing clients.

So you may notice in your stories, in your content, when you do an intentional post that is selling your offer.

You're not gonna get the traction.

This is the same if you do a sponsored post.

They just don't.

But they're gonna get the right people and that's all that really matters.

So I want you guys to really start thinking about that.

And here's my like conversion audit method.

And I want you to try this right now.

I want you to go look at 20 posts, your last 20 posts.

For each one, I want you to ask yourself, how many likes did I get?

And how many people asked about working with you, like compared the two.

How many discovery calls did I book, or how many dms did I get asking about my offer, and how much actual revenue did it

generate?

I guarantee you'll find the same pattern.

I found your most like post probably made you the least money.

So converting posts, this is what I want you to audit.

They speak to a specific problem.

They position you as the solution and they include a clear next step, and they attract buyers, not browsers, not BIE seekers, non-con converting posts generate, you know, like generic motivation posts, inspirational dancing trends, memes, which I do them.

I do them.

I'm not saying I don't.

They're great filler posts for when you're pooped out on creating content, which you can get burned out on creating content.

They do not.

Bring you growth to your ROI, which is really what's most important now day in the life contents.

Behind the scenes contents.

They need to be connected to your business and your offer that will bring you income.

But if they're not, they're just random and have nothing to do, they're just gonna bring people who are interested in.

Free stuff, right?

So vanity metrics or likes, views, followers, comments, shares and saves.

And then revenue metrics are DM dms from the post discovery calls booked, email subscribers, course or service sales, and lifetime customer value, which hopefully you know your numbers.

They say this all the time.

Know your numbers and.

Start paying attention to the boring posts that don't do as well and see what are they doing for your business.

'cause the boring post really usually builds your business.

So here's the mindset shift that I want you guys to focus on.

Stop trying to be an influencer and start being a business owner.

You are not an influencer.

You are a business owner.

Influencers chase views and likes because that's how they get brand deals, but we're not influencers.

We're entrepreneurs and our content should be working to grow our business, not our egos.

Period.

Period.

So that doesn't mean being salesy, although one of my daily sevens is sell your offer every day.

That doesn't mean just on Instagram or just here or there, like in your email in on another platform, but you should be selling your offer every single day.

That's part of my Daily Sevens that I do with my clients.

And it's not about being salesy because if you are in love with your offer, and I say this all the time, if you're in love with your offer, like you are a new perfume or a TV show, you are gonna just naturally talk about it and offer it to people.

'cause you're serving them a solution.

So I want you to not think I'm being salesy, but thinking, I'm serving, I'm being strategic.

So every post, who is it for?

What problem does it solve?

What action do I want them to take?

And how does this lead.

To my business growth, especially revenue.

If you can't answer those questions, do not post it.

So, here's your action plan for the next week.

Audit your content.

Go through your last 20 points, and answer the questions that I, I gave you earlier.

Start paying attention to what matters.

Not just likes, not just eng engage, not just, shares and likes and vanity metrics, but are people sliding into your dms.

You don't need a fancy system.

I don't even have a sales page for my coaching and I've made multi six figures and had high five figure months.

So you don't have to have all the behind the things.

Seeing they do, you do need them to scale, especially a low ticket offer.

Like I couldn't do that with a labor nurse.

Mama.

We have too much traction, but.

You are lying to yourself.

If you're like, I need to get all the backend done, and you're forgetting about the front end.

The front end is the door to your business.

It is your brick and mortar.

It is your building.

If you're not nurturing it, if you're not showing up consistently and you're not sticking to your strategy and your content pillars, you are going to grow your numbers, but you're not gonna grow your bank account.

And honestly, are you really here spending all this time.

Doing all this, like being away from your family to just boost your ego?

No, I don't think so.

O Otherwise I'm probably not the mentor for you.

'cause family is your priority and you're doing this business to bless your family, not to just have an ego kick.

Right.

You are not here to entertain.

So trends are great jumping on some of them.

Yes, that's part of your strategy.

But I want you to make sure you are creating conversion focused posts.

Share client results, talk about your process, show your framework, call out a problem your ideal client has and how you're the answer to that.

You're not here to entertain.

Okay?

Get that in your brain.

You're not so.

I'm not saying don't create fun content because obviously yes, I, I say you can and have fun.

Have fun with your content.

Have fun with it, but your time is valuable and your energy is valuable.

And just like Alex, her says like your content is the most important thing.

He says, you should be working four hours a day on content.

I'm not sure about that, but some of us do.

I don't know.

But content is more than just Instagram, just so you know.

Stop optimizing for likes and for follows.

Optimize for the right.

People create content for them and they will come.

It's like, what is that movie?

Like Build it and they'll come build it and they'll come.

So before we wrap up.

I wanna leave you guys with a couple motivational things.

One is a quote and one is a Bible verse.

So don't chase.

This is the quote, don't chase people.

Work hard.

Be yourself.

The right people who belong with you will find you and stay.

Now, the other thing I wanted to talk about is a Bible verse.

It's Proverbs 31, 16 to 18.

I have it written over here.

She considers a field and buys it.

With the fruit of her hands, she plants a vineyard.

She dresses herself with strength and makes her arms strong.

She perceives that her merchandise is profitable.

Now, first off, I'm just gonna say my daily seven.

We address mindset.

We address moving your body, and we address your business steps that you should take every day.

And I love that this Bible verse says too, she makes her arms strong.

She's taking care of her body.

We get one.

Okay, so let me break this down for you though in content terms, because this verse is literally a blueprint for building a profitable content strategy.

She considers a field and buys it.

She didn't just scroll past opportunities, right?

She evaluates them strategically.

She's not just, oh my God, what should I post?

I'm just gonna post this.

She's planning out her strategy.

She's analyzing her niche, she's understanding her audience, and she's choosing the right platform.

To invest her time in.

You don't have to post everywhere, especially when you first start one platform, one offer, one year, you just consider where are your ideal clients hanging out.

Someone just said, oh, you have to be on Instagram.

You have to be here.

They're not doing market research because not all of our clients are in one place.

The next part is with the fruit of her hands.

She builds a vineyard.

She didn't just buy land and hope for the best.

She planted something that would generate ongoing revenue.

That's your content.

Your content can generate ongoing revenue for you in the long term.

One piece of strategic content can bring in clients for months.

You're not just posting for today.

You're building assets that pay you long-term, you're building dividends, right?

That's why I love Pinterest.

We make so much money off of Pinterest and the podcast and those are long-term content strategies.

The next part is she dresses herself with strength and makes her arms strong.

She's prepared to do the work.

She's not just like, oh, I wanna make a lot of money, but I wanna lay on my couch and eat bombon.

She's learning conversion strategy.

She's understanding messaging that sells.

She's building skills to create content that actually converts.

And you're not just winging it.

You cannot wing it.

You need to get strong in your craft.

And then the next is she perceives that her merchandise is profitable.

She loves her freaking offer too.

She loves her offer.

She's tracking what's working, what didn't, and she's paying attention to what posts bring in to her dms, which content books, discovery calls, and what strategies actually makes her money.

She's not guessing.

Do you guys notice a trend here?

She's strategic queen.

This woman in Proverbs is a badass.

She's not just a good wife.

She's a straight up entrepreneur, and she bought real estate.

She started businesses, she made profitable investments, and she built wealth for the long term for her family.

She worked hard, she made smart decisions and God blessed her for that.

So she worked hard.

She made smart decisions and God blessed her for it.

So I want you to notice what the Bible doesn't say.

It doesn't say she went viral or she had a million followers.

Or everyone loved her content.

It says her merchandise was profitable.

That's what mattered then, and that's what matters.

Now still.

You're not just called here to be good for everyone.

You're called to be profitable.

You're called to use your gifts for the right people and build something meaningful.

This is why it only worked.

With women who are growing impact driven businesses, and that includes creating content that actually convert.

Okay, that's your cosmic slap on the ass, babe, because action takers are money makers.

You are the magic.

Don't forget it.

As always, hit subscribe, write a review, and I will see you again next.

Week.

Bye for now.