Transcription
Last month, we made close to $2 million in input coaching sales through Instagram alone. In this video, I'm going to break everything down. I'm going to go through what the general observations were. Aka, this month was a bit different than the other ones. So, I'll break down exactly what changed. I'm going to go through some major content updates as well, and just break down as well on the sales and DM setting side what's been really working well for us.
For context, my name is Jeremy Moser. I'm the co-founder of Source Profit Media, or Instagram marketing and monetization agency, helping some of your favorite gurus get a hell of a lot richer.
So to kind of go through the numbers, so as you can see, you know, this is a decrease of about 20% compared to last month's video. And you know, I'm going just start off right off the rip at the very much chalk. The biggest metrics that kind of changed, and this is again across all of the board of clients that we've worked with, is not necessarily that like show up rate and close rate, they're both the same, if not increased. The biggest issue here is like number of new leads and number of booked calls. That really are the two metrics that kind of like mess this about. if you want to say so and the reason for it I'll break down in a bit but I want to first go through some of the general observations.
Now the number one thing is like slower month across the board. Multiple clients accounts also seem to like of other people in the industry, they're like, yeah, it's actually been much slower. I will go and say there's two reasons for that. Obviously, there's been this incident with Charlie Kirk and obviously the whole political outburst we've seen. From the moment this happened for like a good 7 to 10 days, like engagement slowed down. Unless we're pushing political propaganda, like nothing really was getting much traction. You know, a lot of like the lead flow was down. People who actually booked would reschedule or like not even show up to the calls and you just see that incidents like very rightly so had like a, at least for us, a big incident. You know, always trying to be very wary of like what I let to get to us, but the data on that was very overwhelming to say that had a big impact.
The second thing is like a lot of like lead quality decreases. So in terms of like a lot of leads coming in, like very uneducated, very new into the sales process and just not very like warm or like very financially qualified. Now I think there's always two reasons, right? And I'm I don't like to get sucked into them, but those are two reasons I've seen over the years because September is like notorious for that. Is number one is a bit of a saturation effect. There's obviously like there's always like little cycles, right? And the cycles keep keep recycling and like there's always so good or bad that you're going to go with a team. And what I really see is like whenever people become aware of like what we're doing, what we're doing on the webinars, what we're doing on the DM setting side, what we're doing on generally what we're trying to sell them and how we're trying to sell to them, people become aware of it. And like the moment they understand it, this little saturation effect takes place and like the, what the reason I call it saturation effect is because stuff just stops working as good as it was before. Same thing here. For people to say they have no money and they're just kind of trying to play the game and they're trying to basically like, you know, [ __ ] you in a sense to not have to spend money or like see what you're actually selling. So that could definitely be one account and on some clients that has definitely been in effect which we've we've kind of mitigated.
But the second thing is what I call the school restart depression, right? Obviously over summer people are like enjoying themselves, good weather, good mood, they're spending a bunch of money, spending time with family, and then the kids go to school, they start college, and all of a sudden they realize like, [ __ ] I actually need more money. And we've seen that a lot that when I dig into DM conversations, like even phone conversations, people are yeah, like my kid just went to school like, oh, school just started so I'm trying to make some more money. So it's it's it's partially those things.
What we're doing alternatively even put it as an option is we're just trying to be more efficient with things, you know, trying to see what we can improve on the marketing angle side, which which we'll get into the content side and just driving innovation so we get higher quality leads. And the biggest other thing is diminishing CTA efficiency. So when you do CTAs, right, whether that be on the stories, whether that be on let's say, you know, Reels, whatever, there's just much lower response rate, like less percentage of people that actually engage with the post will reach out. I think part of it again, it just requires more innovation. I truly believe people are starting to really latch on to the info coaching space and kind of like the whole gimmick of it, which people would say is a bad thing. I actually think it's really positive because it means that the space is growing, right? But when you look at guys like doing a challenge like getting a million people on, right, that just shows that like the space is growing, which I think means just more money for all of us, which I think is amazing.
Um, what we've done is also on the CTA side is we we're just really trying to reshape to put the customer first. Okay, so I want to show you this this person, um, ask Cat, I think it is. Um, it's this AI lady who basically does like a bunch of like AI based stuff and obviously it's a hot topic, right? So, it's naturally, but obviously as you can see on some videos, let me see on videos like these, she does really well because she basically does like here we go. Like it's like very post-specific CTAs. So, for example, if she talks about like I think in one video she talks about how to use chat to become a co-founder and she makes a specific co-founder prompt, you know, CTA gets like a thousand comments. And so basically it's like I want to put the consumer first again and essentially innovate a lot more on the CTA side, like what we actually try to give away so that there's more value in them. That's a really big thing on a general perspective.
Now I want to head into content lessons. Okay. So, I think right now in the content space, if if we're if we're revamping this up, I think it's going to be a massive like sort of like overhaul and kind of like rebuilding stuff because everyone has kind of latched on to like what's working, what's not working, and they're just kind of like copying. It's become this thing of like, oh, this works, let me copy it. Which I'll make a separate video on it. It's one of the dumbest things you can do, and it'll probably keep you poor, but it's it's one of the things that's been really prevalent in the space.
What I put here is like authenticity is super crucial. Like the best brands right now, the best creators are the ones that are being authentic and being themselves. And on top of that, like just from kind of browsing a bit, I think it's like the part where you document, you share what's working, what's not working. And you know, kind of being personal with people is super key. And I want to show you guys two good examples cuz I think I want to be more positive and like how I speak about other creators. Someone said I sound like I hate everyone, which I don't. Uh, this is Mark. Uh, basically, he's he's a fitness coach. He helps fitness coaches make more money. Like he just had a kid. So if you know more Tom, congratulations. And he's done this whole thing where he basically shows, you know, his his child and like he kind of shares like honestly, like again, grew up without a father. He shares like a, a pretty emotional like video of like how he grew up without that and how he struggled, right? And as you can see here, like obviously here that's like 11k likes, 30k likes, you know, like gets gets a lot of engagement from like the content with with his daughter, you know, and I think the cool part behind this understanding is is that people want to see beyond just the you make money, you're successful BS. They want to see really behind that the the the the scenes and they want understand what's going on.
A second person which I think is an awesome creator, like a really enjoy content. So this guy here, he's obviously gotten half a million followers. What he does is like he really documents. It's like day 152, day 151, whenever it is, and he really documents everything. As you can see by the engagement, it's pretty damn big. It's just like taking people behind the scenes, showing like some personal stuff here and there, too. Because again, if you really understand my whole philosophy and this becomes more prevalent and more true by the day, it's, you know, top of funnel, right, middle of funnel, and then obviously, you know, the money part, which is bottom of the funnel. This part here I think is really becoming big where everyone just focuses on this and this. But if you really build the connection, you focus on like, you know, actually being a genuine human being, which seems to be pretty tough for some of you info nerds, like that really sets you apart from a lot of people and that's what I personally believe will be a big shift where you got to lean more into that.
Second thing as well is like testing different formats. Notoriously weren't known for the whole like multi-slider Reel stuff. Um, and, you know, while that's pretty good and we're still going to double down on that because it works for some clients, we're going to start introducing different formats, testing some stuff because, you know, I'm just seeing right now a lot of people really succeed with and like double down on the talking heads ones. And the reason I say that is because I believe my assumption would be that with AI kind of rising up, people want to see the like the actual like, okay, this person is real because I think that's going to become the big differentiator in the future.
Second thing as well is just kind of being more distinctive of the brands. So I think things having like core core topics, you know, like having having some good core topics you can speak about, right? Having clear-cut formats and styles. So it's like if I watch this guy's content, I know, okay, this is, you know, Rajon or like if I see, you know, if I see certain creator, if I see a Rob the bank video, I know, okay, this is Rob, you know. So you want to kind of have that same effect.
Also, if you haven't seen Mazeri announced this new algorithm updates or what they're trying to double down on, the biggest thing that I will say here is like it's awesome because they want to double down on Reels. This is cool for two reasons. When they sort of like announce doubling down on Reels, they also mentioned that they want to have this thing where you can essentially like put what you want to see and what you don't want to see, right? And so this is genius because what I can now do is I can go into Instagram, tell them I literally my niche or like my topics that I want to make content around and this is what I want to see more of. And so you can like funnel hack slash like just get a much faster pulse, which means you could to understand on a given day or given time frame what's working, what's popping, and you're much quicker to understand micro trends and like little formats you can pick up on and leverage for yourself.
Okay? And then honestly probably the one thing I want you to take away from is like you want to start treating ads like content. Just like obviously in Facebook ads you have like interest targeting and whatnot. What I probably really would encourage is like the fact that if you're able to like further like if you use the recommended format, you're going to start seeing what people actually engage with, which allows you to understand what are the topics and the things that your audience is actually interested in. And so you can very strategically make content based on that. Right? You can use for top of funnel content. You can use Reels research for middle of funnel content. You can see like what they like, what they look like, what they're actually into and match those up with your interests and then obviously bottom of funnel is just the [ __ ] out of them to be quite frank, right? But that's like a major opportunity because people just think like full views are money, views are money, amazing. When in reality it's like, okay, cool. This is like a very unaware person. How can I make him more aware using my story, my opportunity? And so like really having a more funnel-based approach where you like gradually segment people through it from a stranger to a buying customer using different, you know, layers of content, I think will be a massive game changer for you guys as well.
And then the last thing is I will actually say this cuz in the past two days there's been whole this whole Sam Millsap drama. If you're not familiar with the guy, he does like info coaching or like something coaching for people that want to do coaching or something like that. I used to be getting flamed by these two guys who claim that he hasn't paid them out. And, you know, as much as I'm like, look, just take the general lesson. Um, if you think someone's fishy and need to work with them and something fishy happens to you, then that's your problem. So, but but what that proved to me is this, right? If you go on to, let me see if I can find this code with, uh, I think it's Kishan Slings. Um, basically like if you look at his page, right, info is still a really small niche. Get 730 likes on this one. This is 9900. Let's get like 300 likes on info-based. You can just see that like a small niche of people that know what info coaching is gets like this much exposure. I think it's like on 50k views, something like that. Let's see the views. Like if you can go and consistently get 20k views on that niche content, I think there's massive massive massive power in doing that because what you can do is, you know, you can go, I'll just call it like industry and then I'll call it microniche. And here you are like a super small fish in like a massive pond. You know, you have the Granardones, you have like all the Hormosis and they will [ __ ] you up. But if you go in in the microniche, you can become like a big dog, you know, you can start swinging around and then once you own that whole little microniche, you can expand into like an industry into a niche in of itself, but you can gradually grow the brand. And so I think that whole drama, as negative as it might seem, I think it's been kind of cool for me to see because what it taught me was like, oh, the info coaching space is actually like growing a lot faster than I even thought. And it actually gives us a lot of like leverage to an extent because like, oh, even micro content can blow up like fairly soon.
This is really the biggest update. Like content is really going through like a bit of an evolution right now, which I think is so exciting for us because if you tap in now, you have like a generational run ahead of you.
And the last thing I'll go through, which is super short, sales lessons. So number one, honestly, DM setting is all I speak about right now. It's the hottest thing right now. It's the ultimate differentiator. I know I said it with like sales process and show up rates, but it's really the ultimate differentiator right now. We leverage DM in a very unique way where we use them a lot in the booking call. Once they've booked, we leverage them heavy to increase the show up rate. And now we're leveraging them post call. We integrate them into the sales where they use post call notes to follow up with the lead on IG. The lead thinks you are the person obviously like the the creator, right? And so as a setter, you can make a [ __ ] ton of money. We've literally had like 40 to 60K literally just following up with a person in the aftermath. And so I think that's one of the things that I personally believe will be pretty interesting because as we leverage that more, it'll become like a massive play because our efficiency as a sales team goes up massively.
And the last thing is I will go and say is like talking about raising the expectations on the DMs and really like building them. The reason I want to stress that is because I had this one case where, you know, clients gym setting team, they had like the most amazing leads, like lead quality like through the roof, but they kept not booking up at like, you know, 10%. And so I kept really digging into them and one of them was like really insistent on like, no, we're already doing the best we could. And, you know, I pretty harshly like then called out this individual who didn't like it went [ __ ] around to a bunch of people and I called him up. I'm like, get on the call, we're sorting this [ __ ] now. And I told him I was like, "Look guys, what I'm articulating here is like I believe you guys have the potential to make more money. I believe you guys should be making better, you know, from a calling perspective, but it's because I believe you guys are capable of doing better and as a result making more money. Why are you rejecting the idea of making more money?" And the interesting thing was that, you know, within two weeks of of me having this conversation, they started really ramping. They're our best performing setting team right now. Like, shout out to you guys. And I think the one thing that really stood out is like what I've kind of got from it was like this is the first time somebody told this this, you know, particular DM server or like individual that like, hey, you are capable of more, like you actually have potential, which is, you know, kind of sad saying that in in of itself, but it just kind of proved to me that with DM setters, with sales people, you really got to build them. You you can't expect them to perform at this level when their mindset's only up here. You really got to like level the playing field here and really build them up so that they can see the playing field from your perspective and from your experience. And once they do, trust me, they will be the biggest asset in your company. Uh, I know there's different ways of doing it. I really like how we do it. So I think we're doing it pretty damn well. And yeah, that is pretty much it.
So with that being said, this is the Reap Cup. As I said, they just around $2 million um in info coaching. We also decreased how many clients we work with to be quite frank with you. Um, honestly don't know where we're going to end up, but you know, could see is where the point we go to like super niche or like six to eight clients max. Um, and so hence obviously we're decreasing the overall number here a bit. But yeah, with that being said, you know, I hope you guys are well and if you haven't already, please like, subscribe, leave a note, send it to your grandma, granddad, you know, and I'll see you in the next.