Hello and welcome to Unshakeable with Human Design, everybody. I’m your host, Nicole Laino, and we are here together, just the two of us, to talk a little bit about audience building. This is going to be a business focused episode, business and human design, as always, I work them in. But what we’re really going to talk today about is, I hear from entrepreneurs all the time.

I need more leads. I need more clients. I need to know how to grow my audience. And I want to break down how you grow an audience of buyers without social media and without being on social media 24-7, without being a slave to Instagram. Because I know I saw one of the women that I’m connected with, she’s a super connector, she’s very visible, she teaches content writing, and she was talking about taking an Instagram detox.

She had to take a break, she had some things going on in her life. And she, for the first time in a number of years, didn’t post anything. And didn’t post anything to her stories or anything where she had been really diligent and very consistent for a long time. And it had a tremendously positive effect on her life.

The fact that she was able to step away. And it’s caused her to change her relationship with Instagram, where she’s like, I don’t think I want to be on here as much as I was before. So she’s shifting. Now, some people would think that, well, if I step back from a platform like Instagram or whatever your platform of choice is, when I step back, then my business will suffer.

I’m going to make less money. I’m going to get fewer leads. People aren’t going to remember that I exist. And that’s a big problem. That’s a big problem because this is how we become slaves to social media and we really build resentment to the social media platforms, to writing content, to doing all the things.

So speaking from a human design perspective. Projectors, if you feel like you’re putting yourself out there and you’re not getting recognized, then you get really bitter and you start to hate the platform and you have a lot of bitterness is like resentment. There’s resentment toward it.

You’re taking up time, you’re making me tired, and I’m not getting anything from it, nobody’s seeing me, there are people on here that are not as good as me, getting recognition, and I’m not. That’s like projector nestiness. That’s like projector not so great land. And then we have generators, you go to write content and you just don’t want to do it, but you have to today, and you’re frustrated and you’re pushing through, so you’re in your not self.

Manifestors, you guys can usually be pretty good at saying like, I’m not doing that, but if you’re in that rat race of feeling like you need to keep up with content writing and being visible and doing all the things, you get downright angry. You’re just all pissed off and you’re either pushing through or you’re like in anger and not doing it rather than in peace and saying I don’t have to.

And then reflectors, you just feel overwhelmed by the whole thing, having to show up, and what do you say, and all of this stuff. It doesn’t feel in your control. It feels like a lot, probably even opening up the app feels like a lot for you energetically. So having to show up there is going to put you in just this place of just feeling I don’t feel good.

I don’t feel good when I’m on here. And any of those things are going to force you to feel not great about the platform overall. Even if it’s just that one moment that you feel bad, it carries over to the next time you have to show up there and you’re just like, Oh God, why do I have to be here? So I have a question for you right now, which is just like, how do you bring in your leads currently?

Now, a lot of people will say, well, I get them from Instagram or I get them from here. But really if you look at what you’re doing and you look at where your people are coming from, where are they coming from? Are they coming from Instagram? Because sometimes we feel like we need to be someplace and we really actually don’t.

And I tested that theory about two years ago, I guess it was. I really should know. I think it’s a year and a half to two years ago. I tested that theory where I pulled back and I said, I don’t really want to be on here as much. What else could I do? Now, most spiritual entrepreneurs, like when I speak to them in my business by design program, inside my other containers, people who do readings with me, people that I’m connected with.

When I ask them how they get leads and how they get their clients and where people come from, a lot of them tell me that they get them through referral. They get them through networking. They get them through launching to get buyers in and launching is great, but they’re having less than a hundred people sign up for their launches and their conversions aren’t great and or aren’t consistent. 

So these are like the problems that they have. So then they naturally go into, I’ve got to be more visible. I’ve got to be out there more. I’ve got to be like on Instagram more. And then you end up in this Instagram tug of war. And I was there. I did this exact thing. I was absolutely in this race of trying to show up all the time.

Like I just got to be out there more. But when you’re trying to be out there more and people aren’t seeing you, first of all you’re in kind of desperate energy then when you’re showing up. You’re not an authority when you’re showing up wanting to be seen. I don’t care if you have an open throat or a defined throat, that’s gonna show up yucky if you’re showing up like, trying to be seen.

And really feeling like nobody sees me on here. The algorithm hates me. I’m shadow banned. I’m ghost banned. Like whatever terms there are out there that are making you feel like it’s working against you. And all of your work is going to waste. Well, if you’re in your not self of your human design, then you’re not going to be attracting what you want.

You are not going to get the most out of the effort that you’re putting in and why bother then? And like I said, I was there. I was there. And what I asked myself was, can I do this better? Can I show up better? Can I get better results from the effort that I’m putting in? And there are certain things, certain levers that I pulled, certain changes that I made, and over the last, whatever it is, one and a half to two years that I have been in this experiment. I’ve been collecting data, changing our process, testing things, and working through things that have created consistent sales, and I’ve built an audience of buyers without having to be on Instagram every day, without feeling like a slave to social media. 

And I did that through a few things. So first I want to just talk about the difference between growing an audience and growing an audience of buyers. Now, yes, you can certainly do things that will get you lots of views or lots of followers. Actually, if you talk to a lot of people who go viral, unless you go viral for the actual thing that you do, that you sell, a lot of times the viral thing is a cute thing that your kid did or something, and then you get the wrong people in your feed, and then the algorithm isn’t serving your content to the right people.

So you have an audience, and it looks really big, but it’s not really the right audience. So it’s not converting into buyers. So there you go. You have a vanity metric, you have a vanity number that looks really good. But when you put stuff out there, people aren’t responding. They’re not signing up for your stuff.

They’re not doing what they’re meant to do. What we want to do with our audience. So we have to grow an audience of buyers, we have to put people in the pool, people that are potentially going to buy something from us. The people who really receive our message and who are going to buy.

Not just freebie seekers and lurkers and certainly not the people who don’t align with our message. So, the key to growing your audience of buyers is to demonstrate what you do. To really have a core message, something you stand for, a mission, how are you different? And how is what you do different from everybody else in your space?

Now I’m really speaking especially to our spiritual entrepreneurs. The transformational coaches, the healers, the astrologers, the people who like, when you sell things in that squishier realm, as I refer to it, you know, the ones that don’t have a hook of, this is how, you know, follow my framework and make a million dollars in eight days.

Here’s how I made $500,000 last week. If you don’t have hooks like that, It can really feel like how do I get seen out there? So I’m speaking to those people because you do provide something of high value and I think that it can be very difficult for you to articulate it. At least that has been my experience working with these people for a very long time now.

That is very difficult for them to explain. Spiritual entrepreneurs, transformational coaches, transformational people. Who offer a transformational service. It can be very difficult to explain what you do, how you’re different, and why someone should invest with you. Not just be inspiring to them.

We can be very good at that. And there’s content that serves that, and there’s a way to do that. But we don’t want an audience of just people who are inspired by us. We want people in our audience who are inspired to buy something from us. And there’s an equation to this that adds up to what the step is in order to make this happen.

In order to build an audience of buyers, you need human design. Which is going to be that differentiating factor. The way that you really start to stand out to other people is by being in your purpose. Especially if you’re in that transformational space, if you’re a healer or spiritual, if you fall into that category, it’s going to be so important for you to stand out from everybody else who sounds like they’re doing the exact same thing as you.

People are going to have to trust you. That you can get them the transformation that other people probably have not been able to get them, or they haven’t been able to get for themselves. So you have this differentiating factor in human design, which is fabulous, but then you need a message so you understand what it is that you are selling, and then you need a podcast.

The podcast is key. This is how you do it without social media. This is how you build an audience of loyal, raving fans. And when you put all of these things together, you get what I call an authority platform. An authority platform it is this. It can be a YouTube channel, it can be something else where it’s yours and you control it.

Where you can go deep with people. And then social media becomes a very different thing in your world. Social media, I mean, if you do it from the way that I teach content, podcasting, and all of this is a lot of people will think that starting a podcast is going to add to their workload.

I’m already posting on Instagram. I’m already doing this. I’m already doing so many things. and I’m so overwhelmed already, how can I take on another thing like a podcast? Launching a podcast is a body of work that you’re putting together. So there can be, you know, they’re setting up the backend, there’s all of that stuff.

But the actual podcast, having it and keeping it going, if you do it right, it can take all of that other stuff off your plate. I don’t write most of my Instagram content anymore. I approve it, but it comes from the source content of this show. My team goes in and repurposes my episodes into content for our social media.

They do it for LinkedIn. They do it for Instagram. It also goes to our Facebook page. There, it goes to our email, to our newsletter. So our whole email list gets emails that I don’t write usually. Occasionally, if you get one that’s personal for me, that’s me. And I write some of them. But for the most part.

The weekly emails and the regular social media posts and stuff like that. A lot of times that’s not me. But it is me because I created this source content. They are carefully crafted in a way that is driving sales, that is nurturing people, that is bringing new people in. I have a framework and a system that I follow that allows me to hand off all of that other work to other people.

And it’s incredibly freeing. And there have been times where I have done that, and I’ve taken on too much on my own, and it can feel like a lot. But once I put systems in place where I could hand this off to somebody else, but even when I haven’t, the way that I started this process was using AI, I have been able to repurpose an episode myself very, very quickly.

Someone’s sick. If somebody is working on something else and they can’t do it. If I have to do it, I have all of this source material to work with. That feeling of what am I going to talk about? What am I going to say? It’s, oh no, I’ve got it in the episode. I already planned it out. I already did it.

So if you do a podcast right, it’ll actually create less work for you and you get to be more visible. You get to be out there. You get to have video clips and all sorts of things and ways for people to interact with your content and with what you do. But while creating less work for you, you can actually take things off your plate that were once crowding it.

It’s so amazing. And the beauty of a podcast is that it builds an audience of buyers. Why? Because it’s very difficult to go deep on Instagram. But in podcasting, you can go so deep with people. It is such an intimate connection that we have here. I have people all the time get on calls with me and they’re like, I feel like I know you.

I listened to you. I listened to you like every morning. I have old episodes. They tune in daily. If not, they’re absolutely on the weekly schedule with us, with our two new episodes each week. And they’re like, I just listened to you for like five days straight. I just binged a bunch of episodes.

I can’t believe we’re talking right now. They already know me. They’re already bought into something. A lot of them buy something without ever talking to me. That’s the magic of having an authority platform, not just a podcast because there are plenty of people with podcasts out there that do not make money from them.

And that’s a shame. And I was one of those people too, for a long time. I did not make money from my podcast for quite a while because I hadn’t figured this stuff out yet. But now that I have, I’m sharing it. So we’re actually doing my five day free masterclass. Starting on November 11th. We are doing this and it goes for a number of days, so it goes from November 11th to, I believe, the 18th.

And if you listen to this episode any time in that window, you can get the replays, even if you’re listening to this after November 11th. But this is the Authority Accelerator Masterclass. This is my five day free masterclass. It is super high value. Everybody who attends this masterclass loves it.

I get so much amazing feedback from it and we change it every time. Every time it’s a little bit newer I come at it with new energy and from new angles. I revisit the content every time. So even if you’ve attended before you will get value and something different from it this time because I’m always reimagining it and reshaping it and coming to it with where I’m at right now. 

I learned different things from the last time that we ran this. So you get me now. That’s why we do them live. So, if you’d like to join us, all you have to do to register is go to nicolelaino.com/masterclass and you can register on the website or if you’d prefer go to Instagram I’m @NicoleLainoOfficial.

Register for the upcoming free 5-day masterclass, The Authority Accelerator in HD: Create Your Million Dollar Message in 5 Days Using Human Design at nicolelaino.com/masterclass

DM me the word masterclass and we will register you right there in the DMs and get you all taken care of. And then you can join us. Thank you so much for being here. I hope that you decide to join us because having a podcast is the key to standing out from the crowd, to really standing out as an authority, really stepping up as being an authority in your space because you control your show.

You get to show up and shine whatever light you are meant to shine. And tremendous confidence comes from that. So I hope that you enjoyed the episode. I hope it inspired you to come to the masterclass, maybe to launch or relaunch your podcast, if it is a dead podcast or something that’s not making you money and you want to find out how I turned this podcast into a six figure podcast, generate six figures a year, then please show up.

It’s a totally free masterclass. You will not be sorry. I promise you. Anyway, thank you so much. We will see you in the next episode and remember. In order to have an unshakable business, you must first become an unshakable human. So thanks for letting us help you become unshakable with human design, everybody.

We will see you next time.