Episode 53: Lessons Learned from Quadrupling an Instagram Management Client’s Inquiries: Nailing Your Core Message

Hello, today, we're gonna have a little fireside chat about messaging. This episode's gonna be twofold. I know I've done messaging episodes before, but they were like way back in the beginning. And I've learned a couple things since then. And I just kind of want to, like, include a few things that I've seen recently with clients inside our Instagram Management Agency. With that being said, the Instagram Management Agency is currently at full on capacity, I have a really hard time saying no, it's just my personality, I'm always going to want to grow and expand and you know, not say no. But I have created some other really amazing options like seriously, for you to not need our agency to do your Instagram for you. So if you've heard me talk about holistic marketing you had before, but you're like, Well, okay, that sounds great. But I still have to be the one that like take the time to do it. I've created a whole new lesson inside the hub, on outsourcing the actual work of the hub to someone else, whether that be somebody who's existing like already in your your, if you have like a brick and mortar clinic, maybe it's like a front desk or ca or like maybe it's like, you know, a patient in your office who wants to take on some part time work, or your cousin, or whatever, or how to actually add, there's like a full on, I created this full on job description. I'll link it in the show notes that literally outlines a full on training plan for this person, how to find the person, sample pay rate and everything. And then also, I'm going to outline like a couple of different ways. Like people, I've seen people kind of like hybrid, make holistic marketing hub work for them. So I have some people who did like the main curriculum themselves, and then outsource just their reels, editing to someone on Upwork, which is so smart and very inexpensive. You can also outsource just Canva graphics if you want to. Now keep in mind, the hub has a lot of Canva graphic like templates in it that you can use and put your own branding on. But you know, for ones that don't post that don't have Canva graphics, you can outsource your Canva graphics, just that part. I know someone else who has a pretty full practice, but just use the hub just for the content library alone. There's over 500, copy paste, Instagram and Facebook, captions, and all health and wellness related tons of chiropractic captions, even like subdivided out by like pain, stress and wellness, chiropractic, pediatric chiropractor pregnancy, there's like tons of like functional medicine stuff for health coaches, life coaches stress all that jazz. So like I said, I've had people who've like, not even gone through the curriculum and just used it for the content. And then I've had people who just bought it for the curriculum, because maybe they have like a more like, like homeopathy, for example, I have some homeopathy content in there, but like not a ton. So they went through just like the virtual classroom portion. And then you know, creating all their own content, they have somebody who helps them with their Canva graphics and whatnot. So anyway, there are a myriad of ways to use the hub, and it's so affordable, but there's really no reason to not enroll. So if you have any questions, just DM me, and I'll talk you through it, to make sure it's the right option for you. We'll also link information to the hub down below. Okay, so I didn't even mean to talk about all that. But, but when I mentioned the Instagram Management Agency, I just wanted you to know that we are full, there's no room at the end for the time being. If that changes, I'll definitely let you know. But I like to be able to still be kind of hands on and make sure we're providing boutique level service to our current clients. Okay, without further ado, let's dive into this episode all about the most important part of your marketing. Don't skip it, your messaging. Welcome to holistic marketing simplified a podcast for health and wellness professionals looking to simplify their marketing. I'm your host, Molly Cahill. And this podcast is brought to you by my marketing roadmap, which is a five episode private audio training that's kind of like this podcast, but not exactly because it's not available to the general public when you search on your podcast feed. So the great thing about consuming free content like this for me or on my Instagram or my blogs or whatever is that yes, you will learn a lot but you kind of have to go searching for what it is exactly you're looking for. This five episode private podcast is broken down in a logical step by step order. That's why it's called a roadmap. If you're ready to get started on your Instagram marketing journey, or if you already are started and you're just feel like you're kind of like overwhelmed with all of the different free information. This is a super clear roadmap with lots of tangible step by step action items that will get you from point A to point B for just $27. So all you have to do is head to Molly K hill.com/private training and based on the reviews I've had so far I know you won't be disappointed

my name is Dr. Kimmy and I'm a pediatric and prenatal chiropractor in Virginia and I listened to holistic marketing simplified.

So about four months ago, I we had a new client come to us who does subconscious work is a very different modality like so typically how we were able to scale our Instagram Management Agency, the way we were is that the majority of our clients are chiropractors. So meaning you don't all compete with one another because you're all in different cities. And then on top of that, the majority of the majority are some type of like pediatric pregnancy, or if not, like, just like more focused on family stress, vitalistic, all that kind of stuff. While every client has their own unique spin, of course, like it's a lot easier to create content at scale for like similar clients, right? So when I had Jenny from the mind, body rewire, reached out to me to work with the agency, we were kind of like, Ooh, I don't know if we can take this on. Because we can't use any of the existing content we have in our bank of like, literally, I mentioned in the intro, that whole marketing has like 500 captions in it like, this was all her proprietary subconscious rewiring modality for chronic illness. So like, we couldn't use any existing content we already had. So I'm like, do I charge her more? Because literally, everything's gonna have to be created from scratch? Or like, how are we going to do this? Well, she showed me this beautiful Excel or Google Sheet document with all these tabs of this brand script that she has. Now she worked with Donald Miller, the story brand, they actually have a free brand script I haven't worked through it actually downloaded it last night in, like preparation for this podcast. But you can literally just like Google Donald Miller storebrand, and download their free brand script exercise and work through it. I have what I just based on like, looking at it quickly. Not that I'm saying you shouldn't do it, I have like a maybe a quicker way that you can go through things that might feel a little less daunting. But the point is, when she came to me with this beautiful brand script, she's like, Yeah, this is a language we like to use in all of our posts. On top of that she has a podcast she does twice a month. Each podcast has its own blog post. And she also had a ton of existing Instagram content that her virtual assistant had been making for her. She just wanted somebody with our knowledge to take this content she already had and make sure it was optimized for Instagram. So she really wasn't looking for us. Like, you have to understand a lot of people come to us and and I've learned this in my five years of doing this, a lot of people come to us with literally nothing. And I've learned who to turn down and who to kind of say like, Hey, you need a business coach, like you don't need marketing yet. And if you want to learn more about that, you can go back to my episode with Joe at my friend Joanna Sapir, we kind of talked more about like the difference in like when you need a business coach, and when you need marketing. In the beginning, I'd be like Sure. And that literally kind of be just completely going out of the scope of what I was charging for to help my clients create these foundational business things. Because if they didn't see an increase in inquiries, like of course, it was like, Oh, well, it's my marketing, that's not working. When really, it's the back end. Usually, it's like the back end like structure, like I said, you need a business coach. Well, the next layer again, before you need, like mass marketing is you need to make sure your messaging is nailed down. Because the Met Yes, messaging is part of marketing. But it's the first step in marketing. And this is something you're going to use on your website. When you're on, you know, when you're talking to your clients or patients, whether that's in person or you know, via like discovery calls virtually or whatever, in your email marketing, whatever. This is the kind of language that you need to have nailed down before you, you know, do any of this. And if you've been in practice forever, and you're like, Well, what we're doing is working like great, but it's probably it's like it's never it's never too late to revisit your messaging. So this client comes to me with this beautiful brand script. Plus, she's already got all this amazing content. And so I was like, oh, okay, well, then I don't need to charge you more because, again, understand, like, I'm not a doctor, right? And so a lot of times I'm like Googling and reading through PubMed articles trying to like for example, I was writing a caption about mirror locks, and children for a pediatric chiropractic client. The post took me about 90 minutes to write because I like to be very thorough, and I don't like to just like glance So to study and be like, Sure, this confirms my bias of what I'm trying to write in this article. So I'm very thorough when I write captions. And I'm, like I said, I don't kind of I don't handle that. Take the responsibility lightly. Now we have an actual chiropractor on our team, shout out Dr. Meg, who helps carry that load, I don't do as much of the copywriting anymore. But again, like I said, like before, like I was doing tons of research to write these captions from scratch. Well, since she had all of this amazing language and amazing content, I wasn't having to write anything from scratch, it was mostly like I said, just optimizing it for Instagram, within two weeks of us starting to post for her, we were able to quadruple the number of inquiries coming in to work with her. So to work with the mind battery wire, you have to do like a request a custom healing plan. It's kind of like an application just because to do the subconscious work, you know, like people kind of have to be ready, right? Like, you can't still be in the victim state, you can't be you know, there's like a whole laundry list list. She she's done a really great job of making sure she knows, okay, these are the types of clients who come in and actually get results versus these who I don't want to just say yes to just to have the business. And you understand that, like, you've probably been through that in your own business, right. And I attribute that I'm like, it's not like we were magic, right? It's not like we just like took all this content, and it's like, oh, wow, you're amazing. Look what you were able to do, you're able to quadruple her increase? No, it was because she already had a strong business foundation, like back end systems, meaning she had a proven funnel, or a proven method to get people from Instagram as like lurkers to actually on her email list or applying to actually becoming a paying client. So like I said, go back, you know, to that episode with Joanna Sapir. And just know that this episode is not going to be about this business foundations, I am not a business coach. So again, like that's another step that's often missing is this like, Okay, you need a proven way to actually get people able to like work with you, right? Like, you don't have to have some fancy, complicated funnel, it could literally just be you have like a online Jane booking link. And it's like, this is the way you get people from Instagram into your clinic is for them to book through Jake, like, whatever. It doesn't have to be that complicated. But my point is, you need to have something in place. It's a proven customer journey, to get that from just, you know, Oh, I saw this cool post on Instagram to actually being a client or patient. So she already had all that. And she already had this beautiful brand script of all of this messaging. And it's funny, because the first couple rounds of content I created, she should have to remind me, go back to the brand script, go back to the brand script, because I would kind of try to go off and write my own thing, because that's what I'm so used to doing. Right? Like I'm so used to creating captions from scratch for clients. And so finally, this last round, she's like, Yeah, you actually stuck with the brand script. And it's just so funny to me, because it works like her Instagram stats, if you were to look at her professional dashboard, like they're insane. And I told you within two weeks, just optimizing things for Instagram, we were able to 4x her inquiries. So the reason I give you all of this backstory is to say, hopefully, is to show you how important this messaging piece is. And even before that, like I said, the business foundations piece, which we're not going to talk about in this episode, because that is not in my zone of genius. But if you're seeing all of these, like awesome Instagram tips and tricks, and even listening to my podcast, and all this stuff, and you're like, Molly, I've been applying all this stuff, and it's just not working. You might have a messaging problem, I would like bet a lot of money on it. So like I said, you could Google the Donald Miller brand script thing, which I have not personally worked through myself, but that is what she provided me with. She actually worked with one of their experts who like did it with her. So that's why hers is so good. But for your marketing, it makes it even easier. You know how in the beginning, I was like, hey, like if you're having trouble, like getting consistent with your Instagram marketing, and you're like, Oh, I'm not gonna have time to the hub? Well, it's like, okay, here again, like if you've already got this messaging, this worksheet that you could literally just hand over to somebody like it's gonna make everything so much easier. We are actually about to do this with all of our Instagram management clients, we're going to have little like 90 minute when I say little 90 minutes, long time, we're gonna have 90 minute messaging workshops, where I mean of course, some clients we've been working with for years and we have a lot of data to show like these are the post that perform the best and whatnot. But it's like I said, it's never it's never too late and it's if you haven't done this exercise recently, I always think it's it's good to like like I need to go through and redo this exercise for myself. Some of you might have seen this post I did on Instagram a couple months ago, and I send it to people all the time. This is something I have people work through inside holistic marketing hub, and when they're trying to write their Instagram bio, because a lot of Instagram bios are so vague. So again, this messaging works with not only your content, but like your Instagram bio, the header on your website, you name it. So if your bio read something like helping families have their best health or achieve vitality, or you know, live their best life, or come back to health or anything like that, that is way too generic. Okay, if you're talking about health and wellness, in general terms, I can go ahead and tell you right now, that everyone's definition of what that means even stress, even the word stress is too generic. Because if you ask 10 people, what their definition of health, wellness stress, whatever, you're probably going to get different answers from all these people. And I came across an Instagram bio last night, and I took a screenshot because it was so good. And it's actually from an interior designer, like an interior, like home design influencer. And literally on her bio, she has, yeah, something that's kind of generic here to inspire you to create a home you love. But then she says, always working on our 1970s, home in Utah DIYs, wallpaper plants, family recipes and more. So what you know from like, if she had just had here to inspire you to create a home you love, well, that could mean a million different things for a million different people. If you're not a DIY er, you might be like, Okay, this isn't the account. For me, if you're like, Oh, I would never put wallpaper in my house, this is not the account for you. If you're like, Oh, I only want fake plants, probably not the account for you. If you live in a loft in New York City, again, probably not the account for you. But when I see DIYs, wallpaper plants, family recipes, and more, I know exactly what I'm going to get by following this account. And that's exactly what you need to do on your Instagram bio. And here's how we're going to figure out what those key words are that you're going to put on your your bio and use throughout your marketing messaging. So you can open up a Google Doc, you can do the Notes app, you can do you know, don't overthink them, like the place of where you put this. But I want you to open up a document. And I want you to look back through the past at let's say like 2025, something like that clients or patients that you have seen. Once you have kind of brain dumped those 20 people, I'm saying 20 There's no like science to this, you want to do more great. I want you to ruthlessly divide those people into three categories. Number one is like, these are my ideal dream clients. These are the ones that light me up. These are the people I want to see more of. And you know, these are the ones that you're like, super excited about seeing Category Two, the ones you're like, man, they were fine. Like they weren't great, they weren't bad, it was just like, you know, was fine. And then category three is going to be the ones who you're like, really either want to refer them to a colleague or kind of like secretly wish they would cancel. Don't worry, no one's gonna see this list. But you Okay, so you can take all this part out with names and stuff, once you hand this over to somebody who might be helping you with your marketing or, you know, if you're gonna be using it for yourself, you can always delete this part out.

So once we've and again, don't overthink this, don't be like well, you know, maybe just gut instinct go like this is like rapid fire divide these people out. Okay, so now we're only going to focus on the people in category one, you can go ahead and select all of the people who ended up in categories two and three and delete. So from category one, we're going to go back to their, you know, chart notes, or their intake form or whatever it is that you do, whether you're virtual or brick and mortar. And under each of these number one category people, you're going to write out what was their chief complaint or symptom and what made them schedule with you understand what it's look like I said, majority of my clients are provided some type of vitalistic chiropractor right? So I get it that you're not wanting to chase symptoms, like in your marketing all the time. Like I just know that I understand that as I tell you to do this, but trust me, you're gonna want this information. Because remember how I said stress is like a very stress is a very hard thing to like, hold and see and give like, I don't know people know they feel stressed, but sometimes we need to be a little more specific than that. So you're gonna talk about their chief complaint symptom And what made them schedule with you. The second thing I want you to write out and don't worry, I will link to the Instagram posts where I have this written out. And if you would find it helpful to make this a free download, I'm happy to create it, I just don't want to create something that you're not actually going to use. If you would find a free download helpful, send me a direct message and I can easily have one created, so you can just fill in the blank. But the second thing you're going to put for this person is what else have they tried before finding you. So let's use a migraine patient, for example. Their chief complaint and symptom is let's say it's migraines. Okay, that's what made them schedule with you. What else have they tried before you? Maybe they've tried a couple of different prescription medications? Maybe they've tried Botox? Maybe they've tried magnesium? You know, you name it, put that as the other number two. Number three, what results? Are you helping them achieve? So is it fewer migraine days? Is it no migraines? Is it? Maybe it's even like figuring out what triggers their migraines. So put all that down? And then number four, is what unique tools or knowledge will you be using to get them there. So this is your signature process. Even if you think you don't have one you do again, this is I would reference the episode with a friend Joanna because we kind of talk a lot about this. So literally write it out like Okay, first we do an intake exam, and then we do X rays, or maybe you do like an insight scan or, you know, whatever we have them track do fill out a log of when they had a migraine. And then we do this. And then you know, after three visits, we recheck this thing. And after six visits, we recheck this thing. And then we do adjustments, and we give supplement recommendations. And we provide you these meditations, like whatever it is that you do write all of that out, okay, you can stop there if you're pressed for time, but I would add a few more things to it. Alright, another thing that you can do just to add to this, just to make it even better, and this is something that my client had when she came to me, it was in a different tab. And that tab was just full of copy paste testimonials, like Google reviews, Facebook reviews, whatever from and you're welcome to like, call out the ones that are like, okay, yes, this patient gave me a five star review. But it was because I helped them with with their whiplash. And I don't want to see any more whiplash patients like, you can delete that like not use that five star review, obviously. So once you have all of this written out, like I said, the chief complaint or symptom, what made them schedule with you? What have they tried before? What results?

Are you trying to help them achieve? What unique tools knowledge will you be using to get them there? You add that to all of these beautiful reviews? You have, you have so much language to use in your marketing. It's insane. Now, one key point I do want to point out that I didn't I don't think I explained a whole lot with the chief complaint symptom, what made them schedule with you. Make sure you're using their words, not you. So if their chief complaint is you know, a migraine and you're like, Oh, they've got a subluxation you're not going to write so relaxation, that doesn't mean anything to the general public, you're going to write migraine, the thing that they use their words, the thing they say they're coming to you with, because that's the type of language you want to use in your marketing that makes people feel like, Oh, she's speaking to me. So if you want to take this a step further, you can even talk about kind of like the emotions behind it. Like, okay, after like you talk about their chief complaint, it's like, okay, what is this preventing them from doing okay, with migraines? Oh, it's preventing them from going to their kids soccer game, is making them miss a couple days of work. And that added it up. So then you can also flip it and be like, you know, what's the dream outcome if they aren't having to miss a soccer game or having to like you know, Miss days of work, because they've got, you know, three migraine days a month, and you know, they're just bedridden and all this kind of stuff. Think about like the opposite, like, what's the dream scenario for them and write that all out, too. Now, I did just kind of want a side note, I did just post on Instagram, are very, very long real, I guess you probably can even call it a real because it's like six minutes long. It was specific to pediatric chiropractors, but it's about how you really want to be Be careful, in my opinion, in your marketing, not to use fear based marketing. So rather than you know, saying something for, for example, I was helping the women chiropractors organization with their marketing for their reentry program. So rather than saying something like you're overwhelmed and burnt out in practice, so I didn't say that right. I didn't say your feeling. Are you feeling overwhelmed or burnt out in practice? So I didn't say that. Instead, I said, Are you looking to regain joy and ease in practicing carpe practic so see kind of how it's like a difference. Like, instead of like leading from a place of fear, you're you're leading from a more aspirational point of view. That's just something to consider when you're talking about these emotional states. Because, again, you don't want to be attracting people who you know are coming in to you in this like fear based state. And I'll probably do a whole other podcast episode around like the fear based messages, messaging versus aspirational. Or I can also link to the Instagram post I was talking about when I talked about the fear based messaging. Okay, so let's just wrap, tie a bell on this and wrap up this episode. So now that you've got this full, like I said, this full list of all of this language, this is the exact language you're going to use in your marketing, don't be afraid to get granular and call out specific symptoms. And that's what you're going to include in your Instagram bio. So if you're a pediatric pediatric chiropractor, and you see a lot of like, ear infections, and colic, and like ADHD, put that in your bio, is that all you see in your practice? No, probably not. You see other things as well. But that makes you a magnet for the people whose you know, if and only use those examples of that ended up in like that category one for you. If that's not the category one for you, then don't, don't put that in your bio. I just mean, I think a lot of people are really scared to get really granular with their bios. And I'm just here to tell you that getting more specific is not going to like let's say you put what did I say? Your infections, colic, and ADHD, well, let's say I had a baby with like a tongue tie or something, I wouldn't come to your profile and be like, Oh, they're not for me, I'd be like, Oh, I bet they can also help my baby with the tongue tie. So just like don't overthink it. You can change your bio whenever you know, like change it every couple months, if you want to, it doesn't matter. But don't be afraid to get these like specific symptoms on there. When in doubt, ask yourself, Is this something someone would actually my ideal client or patient would actually be googling? So do you think they're up Googling, I need to learn how to live my best life or I need to learn to step into health, or I need to achieve vitality. No, they're Googling, I know, I keep using an immigrant example. But it's easy. It's like how to you know how to cure my migraines naturally. So like I said, just just think about or like, how to have fewer ear infections naturally, or something like that. So think of what what people are actually Googling and desiring and it's not general broad sweeping terms of health or wellness, you've probably heard the phrase, sell them what they want, give them what they need. And basically what that means is, you know, once they come in your practice doors, or if they're a virtual, you know, client of yours, once they become a client, then you can actually give them the tools they need to address the problem as you see it. Versus like you saying, Well, I know what's wrong with you, you think you want this thing, but this isn't what you need. So I'm going to market to you from the way I think if so what you need, that's not meeting someone where they are and helping them get in the door. So sell them what they want. Give them what they need. Once they actually become a patient or client, you can educate them on the like what they need, portion. So that's all I have for you today. Again, in the show notes, we will link the Instagram posts to where I walk through these steps. I'll also link the Instagram reel where I talk about fear based marketing. And as always, like I said, Send me a DM to let me know any points that I can clarify for you. Now, before we walk through this ideal patient or client messaging exercise, just know that I do have a free download that goes along with this. You can find it at Molly cahill.com/branding. And it will open a Google form for you where you can input all of this. Or you can just like open a Google Doc and do like a brain dump. And I also have and it's an Instagram post that we can link to below where I walk through all of this stuff. So again, Molly cahill.com/branding talks about all of this. And don't forget, if you just go to Molly cahill.com/branding. I have this all as like a free download for you if you want to work through it that way. And I can't wait to hear what you think. I hope this helps you a ton and makes your marketing a little easier. And like I said, I guarantee you the juice is worth the squeeze. After seeing the amazing results. This one client of ours has gotten so have a fantastic day and I'll chat with you next week. Thank you for listening to holistic marketing simplified. This podcast is brought to you by my marketing roadmap, which is a five episode private audio training that's kind of like this podcast but not exactly because it's not available to the general public when you search on your podcast feed so the great thing about consuming free content like this for me or on my Instagram or my blogs or whatever is that Yes, you will learn a lot, but you kind of have to go searching for what it is exactly you're looking for this five episode private podcast is broken down in a logical step by step order. That's why it's called a roadmap. So you're ready to get started on your Instagram marketing journey. Or if you already are started and you're just feel like you're kind of like overwhelmed with all of the different free information. This is a super clear roadmap with lots of tangible step by step action items that will get you from point A to point B for just $27. So all you have to do is head to Molly cahill.com/private. Training. And based on the reviews I've had so far, I know you won't be disappointed. I'm really proud of this training. And I know personally, I've bought 2737 $17 products before and felt like I really didn't get that much out of it. I guarantee you, you will learn something from this five episode, private audio feeds. So again, it's just Molly cahill.com/private training. And it'll also be linked below in the show notes. I cannot wait to hear what you think. And hey, you know, every podcaster at the very end of their episode asks you to rate and review their podcast. Well, that's because it's super important. These podcasts take a lot of time and heart and effort to produce to bring you free information. So in order for me to be able to continue doing that we need more people to find out about the show. So if you could please just take like two minutes out of your very busy day to leave me a rating and share this on your Instagram stories and tag at Molly a K Hill. That's c h i ll I would greatly greatly appreciate your support. I truly appreciate you so much. I know your time is valuable and I can't wait to see you in the next episode.

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