Social media marketing is no different than marketing a hundred years ago, 200 years ago, 300 years ago. But it’s no different. It’s just a faster delivery.
When we think about social media when we think about attention per se. Marketing is captured somebody’s attention. That’s what most people will have you believe. Pattern interrupts commercials, billboards, ads. We see people talk about it all the time, get their attention. I completely agree that is one step of the process, but if all we do capture somebody’s attention and do nothing else. We are actually being complicit in the problem, wasting time, money, and energy, and making their life worse because I see a whole lot of shallow ads. I see shallow advertisements. I see things that get people’s attention that actually exacerbated pain point exacerbated problems. And that’s our job as marketers.
Attention does not equal customers. Attention does not equal dollars. And one of the things that we have to remember is that when we are interacting with customers or potential customers. We are conditioning them or setting the paradigm for what our relationship’s going to be like. And so I love using real-life examples of what our marketing is or why we’re using social media.
And if you think about it, if you were walking down the sidewalk by an Apple store and every single time you walk by the Apple store, they showed you something shiny. But then didn’t tell you when it was coming out, didn’t tell you how you could get it, how you could sign up, or how you could learn more eventually. You would start ignoring their advertisements as you walked down, just like if you were in the mall 20 years ago and you’re walking by Kung Pao chicken. And I used to love that stuff. I would probably eat 84 samples and I wouldn’t even have to get a meal. But if every time I walked by I smells that chicken and the samples, and then I asked for a sample and they didn’t give it to me. Eventually, I would stop asking for a sample. There’s no point to give me the sample. Or there’s no point for me to ask for the sample because they say, no.
So I’m being conditioned as a customer. And so when we think about social media, social media marketing, one of the things that I worked so hard at talking about is how social media marketing is no different than anything else. It’s no different than marketing a hundred years ago, 200 years ago, 300 years ago. And the problem is that people see it as different. But it’s no different. It’s just a faster delivery. We can cram more touchpoints or more information into that shorter period, which gives the illusion that it’s different, but it’s not really different. And so one of the things that I ensure that I keep as a non-negotiable, every single time we do social media is having a call to action or having the next step. And I see this a lot. There’s me. I see it with weight loss companies, food companies, recipe companies, supplement companies, coaches, consultants, everybody. There’s this theory that’s taught out there like, Oh, make their pain worse, make their sit in it, make them just surrender and exacerbate it.
Our job is not to make people be in pain. Our job is not to increase the dissonance by making them suffer that happens on its own when you do your job. It happens on its own when you do marketing that allows people to self-identify that you have a solution for them.
If I’m unhappy with my body, if I’m in pain, if I want to lose weight, if my performance isn’t up to par, I don’t need you to rub salt in the wound to take my credit card. I would willingly give you my credit card if you presented me with an option or a solution. And that’s my problem with most marketing. We’re not here to rub salt in the wound. We’re not here to make people’s lives worse. We’re not here to exacerbate their pain points we’re here so that they feel understood. They feel seen, heard, and respected. And they know that we have a solution, we’ll support them when they choose to take that action.
If you post a really good hook. You can be talking about business. And you can talk about these three steps that people need to build a successful business. And if you write the headline, the three steps to build a successful business, might get a few people’s attention. Or you could write the three mistakes. Every entrepreneur makes in business and it might get more people’s attention. Or you could write. 97% of businesses fail because of this thing. And that will get attention. But what they all are, are stop signs.They’re pattern interrupts. They’re things that get your attention when you’re in the endless scroll. When you’re driving down the street when you’re going through a store and that’s the method we’re going to talk about today, which is the SEAA method.
The SEAA method
So S stands for stop. E stands for enroll, A stands for aspiration and A stands for action. So write that down. SEAA – stop, enroll, aspire, and action. Now, one note on the stop. Are you want to make sure that when you are stopping somebody or capturing their attention, that it is serving a purpose that it’s congruent to, congruent to your brand, or that they’re your potential customer. Now, right now I teach business and marketing and entrepreneurs how to ethically scale, and I could go get a whole lot of engagement by posting cat memes and puppy videos, but that engagement that attention is not attention, that’s going to help me my business or move it forward or help the people consuming that content, build a business and move it forward now. Maybe out of a hundred people, one of them might be in business, but a majority of that attention is going to be the wrong attention. It’s going to poison my algorithm. It’s not going to be my right audience. People are going to share it with the wrong people.
So one of the things that you need to make sure of is that. You know who you are, you know, who your customer is. And you know, the things that will capture their attention and support them to take them on a journey. This is why we do the beacon of belief. You’ve seen this in our Facebook group and our free lighthouse course if you’re in our lighthouse and our mini-course, if you’re in our lighthouse method, course, if you are in our mastermind, we talk about this all the time.
See, when you’re a lighthouse, your job is to shine your light out and your light has a unique light signature. How far it goes, what color is, what the pattern is. And that light signature determines what boats see it. There’s going to be boats that drive by and like that’s not my lighthouse, that’s not where I’m going, that’s what you want. But there’s going to be other boats that see it, that turn in tracks to head toward you and those are your ideal customers.
So as I’m talking about this stop part. You need to make sure that you’re not stopping to get attention. Make sure that you’re stopping with the right customer or the right person to get their attention. So there’s going to be things that you say and do that 98% of people will not stop for, but the 2% that do are your audience. They are your potential customers or future customers or current customers. And you need to make sure that you’re congruent.
So let me explain this four-step process because I’m in bumping my gums long enough. So the four steps are really easy. When I say these are non-negotiables. This means that every single one of your social media posts has to do this. If it’s a live video, you do it in the video. If it’s a written post, you do it in the post. If it’s an Instagram story, you probably do this over four or five or six stories, but you need to make sure that you are following this.
Now here’s a caveat. I guarantee you this can and will work. And I guarantee you that there’s no way that this will lose. Are there nuances? Are there times that you might just post something humorous or a question or a thought-provoking question? Like the social prompts in our brand legacy bundle? Of course, but what I want your brain to think about is when you’re thinking about your social media, ask yourself, am I hitting these wickets? Am I stopping them? Am I enrolling them? Are they aspiring to be somewhere? I either future stay and am I promoting an action or giving a call to action. And if the answer is no, then your question will be okay. Let’s use marketing laws. Number two from George is everything I’m doing, helping me learn or serve my customer. And so maybe you’re not stopping enrolling, aspiring, and action, but you’re gathering data that helps you stop enroll, aspire, and action. Or maybe you’re giving a solution that’s just an after state that had the stop and in it already. And so you have to make sure that every single thing you do is learning or serving about your customer.
But I would say eight out of 10 times following this four-step method, the SEAA method. And making it a non-negotiable for every single social post that you do will set you up to win. So the S -stop. I’ve covered this already, but I want to make sure that we’re clear. Stop means to stop somebody in their tracks with a hook, a headline, or an image to capture their attention, to be a pattern interrupt. And it must be congruent with what you’re about to share with them. And it must be congruent to your promise as a business.
If you go post a picture of a cat meme and it gets their attention, and then you’re talking about business, but there weren’t words on the image that made it about business. Most of the time that’s going to be an incongruent customer journey. People are gonna be like what and they’re going to feel cheated. They’re going to feel trick. That’s kind feel spammy and slimy and snake in the grassy. And you might get some attention, but you won’t get the attention you need, you won’t build trust. You won’t have a positive touchpoint. And so you need to make sure that you’re being congruent.
You can post a picture of yourself, you know, dumping sugar on your head. I actually did this for an ad. We had a video of my buddy, Nick Coats pouring a pound of sugar in my head. It was not, I didn’t plan this out and most people like George, why would you do that? Why would you do that? Well, I was promoting my sugar detox and so when somebody saw sugar being poured on my head to capture their attention. And then I talked about how much sugar that was and how much that was in their average diet every single day. And it doesn’t belong in your ear and that much doesn’t belong in your body as well. And so it was a very congruent pattern interrupt. It was an image video, it matched everything that was there. And so maybe there’s a cat man that you have a cat smell passion on the keyboard, right? Like a gift smashing on the keyboard. And you can be like what it feels like to be an entrepreneurial, responding to negative comments that of course, that would be congruent, but you need to make sure that when you are stopping somebody and getting their attention, that is congruent to what you’re about to share or else it creates an incongruent experience.
And most people won’t realize why they don’t feel so good about it or why they don’t consume it again. It’s because it starts to erode at the trust that you have with your customer or potential customer because all those small incongruences add up over time.
So the S every social post stops. The image could be the stop. The headline could be the stop. The hook could be the stop. The video could be the stop. The fact that you’re holding up something in the picture could be the stop. It’s up to you to figure out what’s going to capture the attention of your audience. So the S is stopped.
The E is enroll, and this is your job to enroll them in whatever you’re going to talk about. So once you get somebody’s attention, you have at most three seconds to get them to continue. So if you think about Instagram, the image might get their attention. But then before they hit see more, they only have two headlines, like two lines of text to get their attention, to get to expand it.
Or if they’re watching your Facebook live video, they might see you dancing and it might get their attention. You might have it most eight to 12 words to get them to commit, to staying longer before the scroll. And so you need to enroll them most of the time that’s done by getting them to self-identify the before state or tell them about the after state. And that gets them excited to stay. And so earlier I gave the example of 97% of entrepreneurs fail because of this one thing. That is a hook that would get some people’s attention. And so then I could enroll them and talk about, not only do they do this, but they do this and this. And then all of a sudden they’re gonna be like, Oh my God, that’s me. I don’t want to do that. I don’t want to do that. Or I inverse it and I say 97% of entrepreneurs fail because of this one thing. And in this post, I’m going to break down how not to do that one thing or how to do X thing. So it’s different and that would enroll them into the after state.
And so your job is if you’re going to get he’s attention, you then have to be able to enroll them. In what you’re going to share.. Ashley Fernandez, who’s in our audience talks about that. That’s a lot, she talks about beliefs and beliefs that are a really powerful thing here. And so you could get their attention and you could talk about a way that they believe or something they should believe.
Either way, your job is to enroll them in what you’re about to share. Now there’s going to be people that stop and you get their attention that see what you’re trying to enroll them in and need it or want it, but now’s not the right time. And so they’ll fall back into the ocean of their customer journey and wait till you do it again, but that’s where consistency and congruency come up.
So S is stop. E is enroll and then A is aspiration. Help them aspire to go where you’re taking them. What does this mean? You hook to them. You got their attention, right? They’re there. They’re paying attention. You’ve enrolled that they’re interested in what you’re about to share, or that there’s something in what you’re about to share for them. And now the aspiration means they know that they’re in a current state, they know they’re somewhere and the aspirations, getting them to get excited about where you’re going to take them. What they’re going to learn, where they’re going to go, what they’re going to do next, what they’re going to put into practice.
And that’s the aspiration. For example, the hook is 97% of entrepreneurs fail because they do this one thing. Let me guess no time, no money, and no energy. And it always feels like you’re on the hamster wheel of figuring out what to post on social media. Me too. I’ve been there and I can’t do it anymore. And so I’ve had this thought. And at the end of this post, I’m going to share with you how you can make your social media done for you for 365 days in 10 minutes. So start here, do this. That’s it, that’s just a rough example off the top of my head. Or you could tell them what you’re going to share in the post and then give it to them. Or you could give them two things to do in that post and then offer more advice in the comments or via DM or linking to a page or to a video.
But everything that you do has to have substance. And so maybe you’re running video ads for video awareness. Don’t just get their attention. If you’re going to run an ad for awareness, get their attention, but give them something tangible. Maybe you’re going to share with them three things that they can do in a video training, but why not give them one or two things to prep that will help them better receive that training before they even get the offer, you’d stop and get their attention. That’s why they watched it. You’ve enrolled them to watch it. You tell them where you’re going to take them, but first, you need them to do these three things. So they’re better set up to win. And then you get into the last day, which is action. You give them very clear, specific, next steps, and then maybe they’ll see another video ad or maybe they’ll comment. And so that’s the four-step method, the SEAA method. So you need to stop them, enroll them. Aspire, give them something to aspire to, and then give them an action. Very clear, specific, next steps.
Call to Action
Now, one of the biggest mistakes that I see people make is they give too many next steps. They give 7 next steps or 17 next steps. Your job should be able to give one next step. And if you can’t just give one next step, you’ve complicated. The process. If you give somebody three options, they take none. If you give somebody one. They’ll take it. One creates authority. It creates trust. It’s a minimum commitment and it makes it really easy for people to take. And so maybe you want them to leave a comment and then you want them to go register for a link or a video or a training.
I would have them leave a comment and that I would send them a DM with the training or a link or something along those lines, or I would figure out how I can get them to do it all in one easy step. For example, you’d be like 97% of entrepreneurs fail because they do this one thing. You get them enrolled, you tell them how they can do it differently. And then you tell them that in the comments is the PDF to download the entire checklist, to put on their desk. And that’s it, that PDF is branded maybe in that PDF, it has a link to a video walking them through it. Maybe it’s something that’s there.
But think about when you’ve been on social media, think about the things that you have enrolled in things that you have engaged with things that you have clicked on things that you have commented on, things that you have shared. If you go audit it most of the time, the ones that you’ve engaged with the most have been simple. They’ve been crystal clear. They haven’t made you think they’ve had you feel. You’ve been able to commit to it with one easy step? It wasn’t like comment share and then write these seven words. It wasn’t like comment share click here. Send me a message. Send me your mother’s native name and your child’s social security number. It did this one thing. And that one thing gets you progressed. It moves you forward towards your goal. You have a positive association with the person who you’re engaging with and it’s helping you and it’s helping them in this customer journey.
And so the way that I see this is that if you look at this that every single one of your social media posts, you run it through and scan it. Am I stopping them? Am I getting their attention? Is it a good thing? A headline, a good hook, a good image, a good video. Am I enrolling them in what I’m going to talk about? IE story, right? Beliefs, not just like this analytical, like here’s the three things. One, two, three. There’s nothing for them to learn. Four there’s no examples left. And the rate to relate to am I enrolling them now that I’ve enrolled them? Am I giving them the promised land? Am I telling them where they’re going to go or what it can be like or how they can have more of what they have or how they can be more efficient or save more time or have better email results?
And then once they’re enrolled and I’ve given them a process or I’ve given them a tangible or I’ve given them value, have I given them a very clear call to action? And then maybe in the post, I gave them all the value. But what could my call to action be? Here’s everything you need to do, comment with the word done. When you’re done so I can support you. Come comment with a link when you post it. So I can give you feedback, tag me on Instagram so I can support you in our community. Write the word. Boss, if you’re going to put it into practice, right? Like write that on a sticky note and put it on your desk. You can give calls to action all day that are aspiring, that are not aspiring inspiring. That helps holds people accountable, where they associate you with somebody who’s their teammate.
I give this analogy all the time and I don’t try to be a broken record, but Olympians are Olympians? Entrepreneurs are athletes. In my opinion, entrepreneurs, as our customers, everybody, our athletes. They’re all capable of winning a gold medal. None of them need coaches to perform at that level to help navigate blind spots, but coaches never run the race for them. Coaches, teammates, coaches give perspective and feedback. Coaches give them access to them and accountability to do what they’re supposed to do. And that’s our job to be in our customers’ lives. We can’t make our customers take their supplements, but we can be their step-by-step. Helping them navigate it set in their daily routine. We can’t make our customers write emails to their customers but we can give them support and guidance and feedback.
And our job is to be the teammate. Our job is to be the cheerleader, the coach, the one that sees their greatness and helps them get there every single time somebody is engaging with our content then we get their attention. They’re enrolled in where we want to go. They aspire to be there and we give them an action that gets them closer. That’s a really good relationship to have, and there’s no way to lose that game. So that is the SEAA method.