Max is spending $120 on boosted posts getting 50 followers at $2.20 each. Not ideal. Mitch has a viral format pulling 100K+ views but wants to shift his niche to men's fat loss without losing momentum. Aaron's Facebook page just exploded to 14K followers with 2 million views in two days. Rocky's trying to transition from in-person to online while his gym clients keep asking when he'll be back.
This episode is Brian breaking down the most critical lesson in content strategy: the goal is not to go viral. The goal is to grow your business.
From the 48-hour boosted post testing framework that costs $50 and tells you if an ad will work, to why 20-30% of your content should be conversion-focused even if it gets lower views, to how to pivot your niche without burning down everything you've built - this is what actually moves the needle when you're trying to scale.
Plus, Aaron's Facebook page just blew up and Brian walks him through exactly how he optimized his own Facebook profile over the weekend for incoming DMs using ManyChat automation.
Here's what we break down:
- The 48-hour boosted post testing framework ($25/day for 2 days)
- Why viral content doesn't always grow your business
- The 50/50 content split: awareness vs conversion
- How to pivot your niche without losing your audience
- Connection, proof, and value: which ones should be niche-specific
- Facebook optimization strategy using ManyChat keywords
- Rocky's in-person to online transition script
- Lucy's ghosting client problem (buyers are liars)
...and so much more.
Top Quotes:
"The goal is not to go viral. The goal is to grow your business. That's the fucking message." - Brian (10:00)
"There's good content, then there's good content strategy. Good content goes viral. Good content strategy leads to more booked sales calls and more money in your bank." - Brian (10:00)
"If you're consistently posting in a format that is not performing well, then stop posting that format." - Brian (15:00)
"The conversion content will naturally be lower in view count. That is okay. If it gets 5,000 views but you got four homies that reach out saying they saw your fat loss video, that's a win." - Brian (10:00)
"Buyers are fucking liars. I never trust buyers. You can't fucking listen to anything they say. Fucking liars." - Brian (1:18:51)
CHAPTERS:
00:00 - Intro: Happy New Year + Max's Boosted Post Problem
01:03 - The 48-Hour Boosted Post Testing Framework
05:00 - Mitch's Niche Pivot Question: Power Lifting to Men's Fat Loss
10:00 - The Goal Is NOT to Go Viral - It's to Grow Your Business
13:13 - Aaron's Facebook Page Explosion + ManyChat Optimization
15:00 - The Format Issue: Why Talking Videos Don't Perform Anymore
17:47 - Jason Stewart Content Inspiration (Don't Plagiarize)
1:15:00 - Rocky's In-Person to Online Transition Script
1:16:53 - Lucy's Ghosting Client Problem: E-Transfer with No Leverage
1:18:51 - Buyers Are Liars: The Follow-Up Video Script
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