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How to Sell More With Instagram

Published on: December 5 2022 by Social Media Examiner

How to Sell More With Instagram

How to Sell More With Instagram

- One of the very first things that I like to do when I come
up with a new idea is I actually use my stories to validate
that idea.
I'm not just going in to full launch mode,
but I'm actually asking my audience,
is this something that you'll be interested in?
- Today I'm very excited to be joined by Carla Biesinger.
If you don't know who Carla is,
she's an Instagram strategist who works with female
entrepreneurs to help them build profitable online presence
with Instagram,
her courses include Instagram Secrets to Success.
Carla, welcome to the show.
- Hi Mike. Thank you so much for having me.
I'm so excited and so honored to be here.
- I'm excited to have you and today,
Carla and I are going to explore how to sell more
with Instagram and who, that's a marketer
doesn't want to know how to do this,
but before we go there,
I would love to hear your story,
start wherever you want to start.
How in the world did you get into Instagram?
- Yeah, so my story actually starts in 2011 in Argentina,
in Bueno Aires.
I had just moved there for an adventure really.
I had six months in which I was waiting to get my permanent
residency in Australia, where I was living before that.
And I wanted to learn Spanish,
and just kind of see what happens.
And as life happens,
I met a guy I fell in love and I decided to stay
in Bueno Aires.
So for the next few weeks I was trying to get a job.
I went to so many job interviews.
My Spanish was pretty bad at the time.
So surprisingly, no one wanted to hire me,
and my boyfriend, he had just started hosting dinner parties
together with his best friend who's a chef
for these groups of travelers
that were coming through and it kind of came to a point
where I was like, okay, I don't think anyone
is going to hire me.
So I probably I'm going to have to leave.
And that's when he said,
why don't you start working with us?
We could use an efficient German in our team.
And I said, yes.
So for the next 18 months,
we were hosting these dinner parties for tourists
in our living room.
So it's called a closed door dining experience
or closed door restaurant.
And that's actually quite a common concept in Argentina
where you're just having people over, they pay you in cash,
nothing gets declared.
It's not a real business.
And for some reason it worked really well.
So within a few months we made it to number one
on TripAdvisor.
And we just had the best time like cooking for people,
dining with them, drinking with them,
and just living our best life.
And it kind of came to a point where we thought, okay,
if we want to take this to the next level,
we need to hire a team and we need to find an investor
because really what we want to do is just make a lot
of money and travel the world and continue having fun.
So fast forward a few months,
we actually met a guy who at the time was Argentina's number
one poker player.
And he needed our way to funnel his money into the country.
And so he gave us a bunch of money.
We moved from our two bedroom apartment into a two story
building on the best corner of Buenos Aires,
and opened the restaurant with a team of 20
in the middle of no season after having put all the money
into decorating and renovating the place.
- Just out of curiosity, to set the context.
What year was this when this was all happening?
- This was 2011.
- Okay, cool.
Keep going.
- Yeah.
And that's really when things kind of started to go wrong
because none of us had any idea of how to run a real
business or a restaurant or manage a team.
And our investor was a poker player.
So he didn't really bring a lot to the table except
for money.
And we just kind of were hitting problem after problem.
And the next two years were just all about surviving
and just trying to make enough money to pay the rent,
to pay the team. And it just was awful.
The only thing that kind of kept us going was really
the positive feedback that we were getting from our clients,
but the whole, everything around it was just really,
really bad.
And eventually in 2015,
it kind of came to a point where it was just about making
the investor happy, making the team happy,
just trying to make more money.
And eventually I decided to leave.
And at the time I was 29, I was completely lost.
I moved back in with my mom for a few months
while I was trying to figure out what to do next.
And I just knew that I didn't want to go back to Germany.
So I took a job working for a friend in Mexico in Cancun.
He had a online marketing agency and he offered me a job.
And I said, okay, let's just go.
And that was.
- Was your Spanish really good by then?
- Yeah.
And that was really the first time I got to see that people
were actually paying people to manage their social media
or to help them attract clients online.
And so I was learning a lot from him and also was learning
that I really didn't enjoy working for someone else.
So after six months we both kind of decided that it was time
for me to leave.
And that's when I started to think about how can I create
my own business and how can I create something
that would allow me to travel.
And didn't require me to have a big team,
because that was really one of the things
that I didn't enjoy just looking after so many people
at a time.
And so I started taking online courses to learn about
how to sell things online.
That was really, the online world.
This was 2015, 2016,
where online courses they had been around obviously,
but I never really thought about creating an online business
until that point.
And at some point I thought, okay,
I think I could create an online course.
This doesn't seem to be so difficult. Little did I know?
And I came up with the idea of creating an online course
to teach food entrepreneurs, how to attract clients online.
And so I started an Instagram account, a Twitter account,
Pinterest account, Facebook account.
I think that's probably when I came across your blog
for the first time.
And within six months,
my Instagram account had grown to over 10,000 followers,
all organically and people were starting to ask me,
how are you doing this?
And I was just naturally attracting my ideal clients
because I was just posting amazing dishes that I was eating
or re-posting other beautiful food photography.
And I kind of had this moment where I thought, okay,
people seem to be really interested in Instagram.
I seemed to be kind of good at it.
So why don't I just focus on that,
and forget about all the other platforms.
And that's when I created my Instagram Secrets to Success
course.
And then over the years, as I've scaled,
I've kind of gotten to reach a much larger audience,
and now work with women from all different niches
who want to grow a brand on Instagram and attract clients,
and make money.
- Very fascinating.
So, when you first decided you wanted to go all in on
Instagram, what was that experience like for you?
Because there's some people listening right now
that are diversified across a lot of different social
platforms and just like you were,
like you were saying Pinterest and Facebook and Instagram,
was it scary in the beginning?
To just kind of just published on that one platform
because you had already probably established
some audience on those other platforms.
- It actually, it was a little scary to say,
screw it with the other platforms.
And for a while I kept going with the blog,
and I kept going with Twitter.
And then at one point actually,
I realized I'm wasting so much time dabbling
into all these other platforms
that I'm not really growing on.
And I seem to be gaining traction on Instagram.
So why not just go all in?
And I think with social media,
find one or maybe two platforms and just make it on them.
- So what happened when you went all in on Instagram
for you?
Like, just tell us a little bit about that.
You said it was around 2015,
you decided to go on all in, we're recording this in 2022.
Tell us a little bit of the story of what happened
when you started just zooming in on this one platform.
- So my following just continued to grow within 18 months.
I think I had over 20,000 followers and then over 30,000
followers.
So I was getting really good at getting followers,
and getting amazing engagement,
but I wasn't really making a lot of money.
So the first two years in my business,
it was just inconsistent, like here a sale there a sale.
And eventually I met up with a friend
who at the time had about 4,000 followers on Instagram,
and I had about 30,000,
and I was struggling like making maybe $1,500 a month,
and he was killing it and all of his clients
were coming from Instagram.
And I just had this moment, like,
what is he doing that I'm not doing?
And why is he making so much money with such a small
following?
And I have all these follows and I'm not really able
to convert any of them.
And that was kind of the point.
- Yeah. The aha moment right.
- Yeah.
Exactly.
And so from then on,
I just started to like learn from all these people
and really look at what are they doing?
And he was working with (indistinct)
who's like a big guy in the fitness space.
And so I was looking at how these people were selling,
for me, it felt really male the way they were showing up.
And it didn't really align for me.
So I was kind of trying out different ways of how I could
use these more salesy strategies,
but make them kind of my own.
And yeah, it took a while,
but you know, eventually I found out what worked for me.
- Awesome. And we're going to get into that for sure here,
throughout the course of this interview.
There are some people listening right now who,
when they think of Instagram,
they don't think of it as selling.
They can relate to the story you told about,
like they developed this really big following,
and they've got an engaged community,
but for whatever reason,
they're not actually buying,
or they're not using it to,
they're using it for more branding than
they are for direct marketing.
So why should businesses consider using Instagram
for the actual sales process?
Like what do you want to say to those people?
- Yeah.
I think Instagram is just such an amazing platform
in the form that we have all these features like posts
and captions and reels,
where we can share value and where we can build
our expert status.
And then we have stories where we can let people
in on their day to day life and kind of build this trust.
And then we also have DMs and voice notes and even video
calls.
So you can have these authentik connections with your ideal
clients.
So we're creating all this content,
we're nurturing our audience.
So we have people in our audience who are ready to buy
from us.
So why wouldn't we start making offers
to them or invitation.
And I think the problem is that people go about selling
on Instagram the wrong way.
So there's kind of three issues that I see people make,
either they're just posting promotional posts to their feed,
which their reach just gets lowered because Instagram
knows that you're potentially making money.
And so they want a piece of that.
They lower your reach in order for you to invest in ads.
Then we have the kind of spammy DMs that I'm sure everyone
who's listening or watching is getting on a daily basis
where you're like, does that really work for anyone
where people are just clearly copying and pasting messages,
not even bothering to look at what your name is
or making it personal at all.
And then we have people who don't make any offers at all.
And I know from a lot of my clients,
maybe because they're thinking
I don't want to be spammy, I don't want to be pushy.
I don't want to be one of those icky people.
So I'm just going to continue to nurture.
And eventually, maybe people would say,
hey, how can I work with you?
So I actually think, there's this huge opportunity
for us to tok more about our offers in the right way,
because in order to make a sale,
it has to be the right offer at the right time,
for the right person.
So if we can tok more about our offers,
and if we can just see them and let people know
that we have these different ways of how they can work
with us, we can actually get people interested.
And when we look at who is watching us and who is kind of
raising their hand and saying,
well, we see that they might be interested,
we can then kind of develop that and take them to the next
step.
So I know a lot of people are really focused
on just getting more followers.
And I actually think this comes down
to when we used to have to have 10,000 followers
in order to get this swipe up link in our stories.
That was a big thing.
And a lot of my clients,
when I asked them, what's your goal with Instagram?
Like I want to get to 10K so that I can get this swipe up
link.
And now Instagram has actually completely changed the game
because now anyone can link in their stories.
So it doesn't matter if you have 100 followers
or 5,000 or 50,000,
you have that feature in your stories where you can link
to sales pages or to websites.
So, actually it doesn't matter how big your following is now
getting to 10K isn't the goal it's like,
you already have what we wanted to get, that swipe up link.
So start using it.
- I love this.
There's so much about what you're saying
that I think is resonating with so many people
that are listening right now.
We've toked about how, there's a lot of misconception,
like this whole goal of getting to 10,000 is so messed up.
I mean, if you think about it,
it could motivate you to do all the wrong things,
to try to get to the wrong people.
To get the 10,000 to get the stupid link.
And then all of a sudden,
you wonder why nothing's working because you've attracted
the completely wrong audience.
Like your friend,
you mentioned earlier in your story who had a very small
following, but was crushing it and you had a very large
following and you were not crushing it.
So this is the perfect setup to what is your method,
let's tok about at a high level,
what is your method for selling on Instagram?
And then we can break down like the elements of it.
- So I call it selling through stories and by stories,
I mean, Instagram stories,
and it basically is three different parts to it.
So the first part is really generating leads,
and kind of seeding our offers so that we can actually
see who is picking up on these.
Then the second part is making invitations,
and using kind of stronger calls to action
to actually invite people, to work with us.
And then there's a third part,
which I call secret VIP launches,
where I'm just marketing or I'm making an offer to a very
specific segment of my followers who have expressed interest
in a specific offer.
And I'm doing this in a way that's just creating
a lot of buzz and it's making people feel really special.
And it's really amazing for conversions.
- So, we're going to get into each of these,
but what is the outcome?
What can be achieved if they follow this method?
- So the outcome is, first of all,
you are seeing who in your audience is a hot lead.
You are paying attention to that.
You're then inviting people to raise their hand,
again, to learn more about what you have to offer,
and then you are closing them or you're sending
them to that next step,
whether that's a webinar or a sales call or a sales page,
or even just the checkout page.
- Well, and I would imagine the big outcome
is going to be a lot more revenue.
Because this works.
It sounds like if you follow this methodology,
you're going to go from just having a big audience
that never buys to a chunk of the audience that buys,
and you probably don't need a lot of them to buy
to be successful.
And this is going to make you feel better about the work
that you're doing because now all of a sudden it's working,
and for those of you that work for a business,
which is a lot of you that are listening right now,
you're getting pressure probably from your boss
or from the owner of the business to try to justify
why you're doing all this expensive stuff.
Why are you creating all this content?
That's original for this platform called Instagram.
It takes time, it takes creativity.
And this thing we're going to tok about today
could be actually the key to unlocking the evidence
that this is really worthy because look boss, look client,
I'm bringing a lot of money to the company.
So let's start with the first step of the process.
What is the first thing we need to think about when it comes
to selling through stories?
- So the first step is really starting to seed your offers
or like soft sell them without just,
pushing people to buy.
So, there's many different ways in how you can tok about
your offers and how you can kind of raise awareness around
your offers without ever actually making a call to action
to buy.
So, one of the very first things that I like to do
when I come up with a new idea is I actually use my stories
to validate that idea.
I'm not just going into full launch mode,
but I'm actually asking my audience,
is this something that you'd be interested in?
So, I might post this story of a photo or a video
where I'm saying, for example,
I'm thinking about creating a content creation retreat
in October.
Would this be something that you'd be interested in?
And then I'm including a poll where I have one option
that's yes more info please.
And the other option is no, thank you.
So this is really important because we can actually
see who engages with our poll.
So by going into our Instagram stories on the bottom left,
you have that little eye icon.
If you click on that,
you see everyone who's watched your story,
and then you'll also see who engaged with any of your polls.
So we can see who pressed, yes more info please.
And then now we kind of have two options
of what we can do with these people.
So that the whole.
- Wait, let's pause just for a second,
because I want to back up a little bit
before we get into this poll thing,
because your example makes total sense.
I'm thinking about starting something. Are you interested?
What about the businesses who don't have the luxury
of having something new that they're starting?
You know what I mean?
So let's say they're selling something
that's already existed.
How would they do such a soft seeding? You know what I mean?
Maybe it's a service that they've always sold
or maybe it's a physical product,
and it's not necessarily new.
So do you have any other examples?
Just so how people could so they could wrap their mind
around that.
Because I don't want people to think
that just you have to start a brand new product
to be able to follow this method.
- Yeah. Totally.
So you could literally, for example,
on a call with one of your clients,
you could take a photo or a video.
Like I do two live calls with my Instagram students
every month.
So I might do a photo where say something like amazing call
with my Instagram Secrets to Success students.
How is your Instagram game these days?
And then the poll could be like,
I need help or I'm killing it.
- Ah, okay.
So you're toking about a problem that you know your product
can solve basically.
- Exactly.
Or if, you have something curious or like unique about
what you're offering, you could do again, a photo or a video
where it's saying, did you know that, for example,
in my Instagram Secret to Success course we host two live
calls every single month where you can come and ask
questions and get feedback.
And then the poll could be like, oh my God, I need this.
Or like, I don't like Instagram, like whatever.
It's just about really filtering out the people
who are like, I want to hear more about this.
Like I need this.
- Okay. So go back to where you were before then.
So you were saying that like, okay, once you do this poll,
this is part of where the secret sauce comes in.
So go ahead and get one going.
- Yeah.
So we want to look at who voted
I want more information and then we have two options.
So either we can add all of these people who voted yes
as a close friend.
So in order to do that, you have to be following them.
And you just have to go to that profile,
click on that following button.
And then it comes up, add as close friends.
Or if you are promoting multiple offers,
and you want to know who actually was interested
in which offer, you can create collections.
So if you go to someone's post underneath on the bottom
right, you see this little bookmark symbol.
If you press on that and you keep it pressed,
it brings up this popup that says,
add to collection or create a new collection.
So I might create something that says retreat 2022,
and then whenever I'm promoted or I'm toking about
my retreat, I'm saving people to that collection.
When I'm toking about my Instagram post,
I'm saving people to the Instagram collection.
- So just to be clear, this is fascinating.
You're looking at all the people and it shows you everyone
who clicked on it.
You're going to their profile in the case of a collection
and you're finding their last post.
- Any post.
- Any post. And you're adding it to a collection,
which is kind of your way of creating a little database.
- Right? - Yeah. Exactly.
- Of all the people that answered this.
And if that's not the way you do it,
then you follow them and you add them to a close
friends thing.
Now, explain the rationale behind doing this?
Why is this important?
- Yeah.
So, we'll come to the close friends list later
when we tok about the VIP secret launches.
But basically the idea is to just generate lists of leads
within Instagram.
Because the other only other ways you can flag people
in DMs,
but it gets so unorganized and you just lose track
of leads really.
So by adding them to a collection, for example,
you just are saving them there and then you can engage
with them on a regular basis to just build
their relationship and also to influence the algorithm.
Because if you are replying to their stories,
if you have a little DM conversation going on,
your post and your stories will actually start
showing up higher in their feed.
So if you're gearing up to a launch,
you really want to be engaging with the people
and you want them to see your content.
So this is just a very very easy way of keeping track.
Who's interested and then continuing to like nurture them.
- Okay.
So, we've toked about how you can essentially
soft sell through a poll.
Is there any other parts of this first step
that we should be toking about?
- You can use other features as well.
Like sometimes I might just do this sliding poll,
and it's like, how much do you want this?
Like toking about going viral on reels, for example,
like I need this.
And then just the sliding poll or the quiz feature
is also really fun.
Or the questions feature.
If you're saying like I'm going to do a live Instagram
stories, Q and A every Wednesday.
What questions do you have about growing your Instagram?
Anyone who puts in that question is going to be a hot,
hot lead.
- Okay. Got it.
So we're doing these various stories based content
to generate this list, if you will,
of leads that's step one in your selling
through stories formula,
what's the next part of the process.
- So the next step is really going into the invitation
phase.
And this is where I'm making a stronger call to action.
And I'm really asking people, do you want this?
Do you want to work with me?
So that also kind of has different parts to it.
So, the very first part is actually a hook where again,
you're just filtering out people to see who's interested
in learning more and you're giving people
also an opportunity to exit if they're not interested.
So, I might post something like,
are you tired of jumping on every reels trend,
and creating content that doesn't actually convert?
And then again,
I can put in a poll and be something like,
yes so over it or I love reels.
And then the next part is actually
where I'm going into a little bit of teaching.
So maybe for three to five slides,
I can tok.
Or actually I like to write text
because you can digest it or you can share more per slide
than when you're toking,
especially for people who tend to go on and on and on.
People on Instagram have a short attention span
so they might get bored and exit out.
But if you're just sharing like three tips, for example,
and you're just, again,
building that expert status and you're giving value.
And then the next story would be a call to action,
where I might say something like I've put together a PDF
or a masterclass teaching you 20 tips or 20 different ways
on how to use reel,
that will generate subscribers and leads and clients
without dancing in front of the camera.
Do you want this?
And then again, the poll.
So yes, no.
And then I can either just reach out directly to people
who voted yes, and send them the link.
And I can do this, even if I'm sending people directly
to an offer or directly to book a call, it's the same thing.
And then the next story,
and this is what's really important is sharing social proof.
And that's something.
- Real quick. I've got a couple clarifying questions.
So,
and I'm just trying to organize this a little bit in my head
so I can fully understand this.
So step one is generating leads, right?
And step two,
it sounds like is the creation of different kinds of stories
to kind of sell? Is that kind of what you're telling me?
I just want to make sure I'm crystal clear
because and when does this happen?
Am I collecting leads weeks in advance and then I'm creating
content that's different.
I mean, this is the part where I'm getting a little bit
confused between the first step and the second step.
- So the first step you're doing all the time,
and it depends on whether you just have one offer
that you're promoting or you're kind of generating
your different lists, but you're really seeding.
You can do this every single day.
So this is something you're doing continuously.
And then the second part,
when you're making the invitation to work
with you that could be when you're in a launch
or it could be for example,
that four days out of the week,
you're just providing value and you're seeding.
And then every Friday, for example, you make an offer.
So that really depends.
I like to usually do three weeks of nurturing,
and giving value and then one week where I'm making a lot
more invitation.
- Okay. So just to be clear then,
this is the part where we need to do things
we're uncomfortable doing, which is essentially selling.
I mean, you've been generating leads
for a little while and now you're creating content
through your stories that is intentionally designed to sell.
So, maybe break down,
you were about to tok about social proof,
tok about some of these other things that might feel
uncomfortable for people to do,
but are important for them to sell.
- Yeah.
And I think that the uncomfortable thing is really toking
about the offer.
For a lot of people. And that's where they get like, oh,
I don't know if I want to share this,
but when you are either sharing the social proof
and this could be something as simple as taking
a screenshot,
when one of your clients sends you a win that they've had,
and then you're celebrating them.
And you're just sharing that screenshot.
And you're saying like, oh my God,
so proud of you can tag them if you want to,
or my client who just reached XYZ milestone.
If you also want to reach XYZ,
send me a DM saying viral, for example,
and I'll share with you how you can get there.
So social proof is amazing.
And I actually have a, I call it a praise album on my phone,
where I just save every single brain shot of every win
that my clients are sending me in my Facebook group.
Whenever I see even just something that's really small,
because what you can do is you can kind of create collages
in your Instagram stories where you're sharing one story
10 different wins.
And then all of a sudden that's like,
oh my God, I want that.
Like, all of these people are having success.
And that's the thing with social proof,
it's not just you succeeding at something,
it's you showing that this is also working for other people.
And therefore they're thinking, oh my God,
maybe this can also work for me.
- What I like about what you're saying is you're storing
these things up as they happen.
So you get messages from people,
you get emails from people, you get whatever,
or they tell you, and then you're telling their story
and story.
So the idea is you're storing these up for the right moment,
and then you're using them as part of your sales process.
Right? - Exactly.
- I mean, that's important
because you don't want to necessarily just use them,
and then not be able to use them again.
And I would imagine you could reuse them as well.
You could just reuse over and over again.
- Yeah.
And again, you can have a praise album for this course,
and then you could have another one for this course
or for this product.
So again,
you're collecting them as you're collecting your leads,
and then you're just continuously using them.
- Cool. So what else?
So we're sharing these examples from our customers
that are happy.
What else are we doing in our stories that's sales focused,
if you will.
- So one of the other things is actually using the link
feature.
That we now all have.
And I typically like to combine it with either one
of the stories where I was giving value
where I was teaching or one of the testimonial
where I can then link directly to the sales page,
and say like, if you want this,
grab it here and do like a finger pointing down,
and then the link.
And what's cool about the link feature that I think
not everyone knows is, when you add the link,
you can customize what it says.
So instead of just it showing the link, you can say,
I want to go viral.
And so it's just a stronger call to action.
It's like when you're creating the buttons on your website,
on your sales page.
- Yeah. I love that.
Perfect.
So anything else?
I know we toked about asking questions.
Maybe we should tok about that a little bit
or maybe we already did tok about that.
- Yeah.
One of my students actually told me about this strategy,
where she was hosting a Q and A every single week
and getting people to submit their questions.
And then as she was answering their questions,
she was just mentioning her programs.
It's like, so this is, she has a home bakery business.
So she's like toking about raising your price
for your cupcakes. And then she links to her course.
And she's like,
so this is actually what I show you and how I show you step
by step, how to do that.
Here's the link.
And then you can save those questions or those Q and A parts
to the highlights.
- I love that.
Yeah, yeah.
- And so actually I'm always surprised what people really,
especially new people do watch those highlights.
And so as they're coming to find you,
they're seeing these questions,
they're seeing these answers,
you are already giving so much value without actually doing
anything because it's just there.
And then they have those links inside those stories.
So they can actually just go and purchase without you doing
any extra work.
- What do you recommend people label those highlights
like Q and A or common questions.
I mean you only have a limited amount of real estate.
But do you have any thoughts on what some
of those highlights should have with the words above them
just to get people to want to click on them?
- Yeah.
So I have some that I literally just titled the name
of my course.
And then I just keep adding little bits and pieces.
Then you could also do like Instagram tips, reels tips.
So kind of more topic specific,
you could have one on client wins, but yeah,
I think either by course or by offer or by topic
would be the best idea.
- Just out of curiosity with highlights.
Do they put the most recent one at the top
or does it go to the end?
Do you understand what I'm asking?
- So the most recent story will go to the end.
And then that highlight moves to the front,
if that makes sense.
- So, let's just say over a week I posted like seven
different highlights to the same highlight thing.
Does it keep the order in which I posted them?
- Yeah.
- It does.
Okay, good.
That's what I was curious about.
Okay.
So step number one is to generate some leads by doing simple
polls and doing that consistently.
Step number two is to decide your cadence or frequency
when you're going to begin actually using stories to sell.
And we toked about social proof.
We toked about asking questions.
We toked about using links.
Teaching you briefly mentioned,
but is there anything about teaching that we should tok
about?
Because it's one thing to teach and that's another thing
to teach to sell.
Like what's your thoughts on teaching to actually sell.
- That's why I was telling you kind of start with the hook,
then teach, then go into the call to action,
and then have the social proof.
So definitely link it because otherwise yeah.
That's then when you're just going into nurture, nurture,
nurture, and you're not making any sales
because people don't even know that you have an offer.
So always when you are investing this time,
and you're sharing all this value, make that bridge,
have a call to action, share social proof where again,
you're including the link.
And so, sometimes, and this is interesting
when I'm in a launch, for example,
I'm celebrating every single person that comes
into my program.
And so I might have multiple stories where I'm celebrating
and I'm sharing social proof and in all of them,
I'm including the link.
And then.
- Ah, okay.
- Yeah.
And then it's actually interesting when you look
at the insights out of every single one of those stories,
there's going to be people who click on that link.
So it's not just the first link that people click on.
It's like maybe they see it and they're like, oh yeah, nice.
And then you have the next story and they get a little bit
more curious and then you have the next story with the link.
And then they're like, okay, I've got to check this out.
So don't be shy including the link feature.
- So give us an example, if you could,
I know you've done this a lot and I'm putting
you on the spot,
but give us an example of what a hook might sound like
and then maybe what the teaching might sound like,
and like just sew the whole thing together
so we can imagine it.
- Okay.
So I might do something like,
are you tired of spending hours on Instagram growing
your following, but you're not getting any clients,
that's the hook and I'm doing a poll,
just again, to see who's engaging.
- And real quick. Are you doing that just as a still image?
I mean, or are you making a video and then doing a poll?
I'm just curious.
- Can be either.
- Okay.
- And then I'm going into teaching where I'm saying like,
and this I usually do in writing just because I can condense
it more.
And I might say here are three tips that you can implement
today to generate more leads and to generate more sales.
Tip one is one slide, tip two is one slide,
tip three is one slide.
Then I'm going into the offer where I'm saying,
I'm hosting a master class on Friday
where I'm going to be teaching you my selling
through stories, formula on how to turn complete strangers
into followers, into clients.
- Ah. Okay.
- Do you want the link?
- And then do you have the proof in there or no? After that?
- And then the proof might be just some of my screen shoted
testimonials where people are like, oh my God,
I signed up for the master class.
And then I made a thousand dollars the next day
and then I'm including the link.
And I might do a couple of those.
- Nice.
Okay, cool.
So,
step three is this more advanced thing,
this VIP thing,
you kind of hinted about a little earlier,
like tok to us about what that is exactly.
because you said, hey, the close friends thing
can be used creatively.
So let's tok about how that all comes together.
- Yes.
These are so fun.
You're going to love this.
So the close friends,
the cool thing about this feature is that you can share
stories just with the people on your close friends list.
So that's why we're collecting these closed friends.
Or if you were doing collections,
then when you go into this VIP launch,
you just add everyone who was on this specific collection
as a close friend.
I usually do these for like 24 to 72 hours
where I'm just going kind of heavily on making an offer for,
or making an invitation for a specific offer.
And I might even promote this VIP launch beforehand
where I'm saying,
we're going to be launching our Instagram polls next week.
But for anyone who's on our VIP list,
we're actually going to have a very special bonus.
That's only going to be revealed on Thursday,
and you are only going to see it if you are on that list,
do you want to be on that list?
And then again, I can use a poll.
And so I'm adding people to this close friends list.
And so I'm creating this buzz and it's really exciting,
and it's actually really fun.
And then in those 24 to 72 hours, I'm just really, again,
I can teach a little bit,
but I'm really selling much more,
and I'm just toking more about the offer.
I'm toking about the special bonus
or sometime it's like a better than early bird price
that they can get only during this time.
And I'm saying like,
not even my email list is hearing about this offer.
So this is really special and it's only available
until then.
Here's how to get it, again, using the link feature,
using social proof. And I'm just going like heavy on that.
And you can also give people an option to opt out
at the beginning where you're saying you are on this list
because I've notiked that you're interested
in learning about Instagram.
I'm going to be toking about my Instagram,
posts over the next few days,
if you're not interested in hearing about this,
just reply to the story saying no things,
no hard feelings and I'll take you off the list.
It happens like a couple of people maybe that they're like,
yeah, actually I'm, I don't care.
But then you have all these other people.
And it's interesting when you see,
typically the people who watch your stories out of all
your audience, it's quite a small percentage,
but the close friends people who watch your stories
out of all the close friends
is actually quite a large percentage.
So you have these people who are hot,
and you're just sharing and inviting.
- So this close friends thing,
everything we toked about in step two
could be just employed to the close friends list.
So what that means is, I mean,
the idea of this close friends is it shields the rest
of your audience from seeing aggressive promotions.
It's just those people who are super interested
in this and it's not going to be something
that's going to be upsetting maybe to the rest
of the audience, because you're doing a super
aggressive promo.
They know who they know why you're doing it.
You've announced that you're doing it.
You've given the option to opt out of it,
if they don't want to opt out of it.
I'm sure a lot of people listening right now are like,
how the heck do you manage this?
I mean like, there's no tools that make this easy.
You have to basically have yourself or an assistant manually
do all this stuff.
- Yeah. I mean,
it's actually not more complicated than posting stories
as you would normally,
because when you are about to post this story,
you just select close friends.
So it's actually not more complicated at all.
- I just meant getting people to become close friends
in the first place.
- Oh, right.
Yeah.
So that's the part where you're seeding,
and you're using the polls,
but it doesn't take that much longer to just,
add people as a close friend.
And I think once you start seeing the results,
and that people are actually buying,
and I have some people on my close friends list,
sometimes when I'm going into a launch,
I just clear it, and I just add people from a collection.
Sometimes I just leave it.
And it's so interesting when I get private clients
for example, and eventually I go to their Instagram,
I'm like, oh yeah, they're close friend.
Interesting.
- Yeah.
I'm glad you toked about the fact that you cleared it.
One of the things that excites me about this methodology
is this allows the right creative person to test something
before they launch it.
Do you understand where I'm going with this?
Like you could do a mini soft launch or a test launch
of a product just to this tiny little close friends
community to see if they resonate with the price
or with the sales page or the messaging.
And then if it works really well,
then you could essentially open it up to the larger
community.
I mean, this is a super creative way to try things
with a lot less risk.
Have you found that the VIP launches are super effective?
- Yeah.
Yeah. And they're just short,
I like doing short launches.
You can obviously also do it for a longer period.
I've not tried that,
but it's just so interesting to see how,
when you're paying attention to who is paying attention
to you,
how you can actually convert these people rather than
just chasing more views or chasing more followers.
- And I would imagine there's a lot of DMs that go back,
and forth and answering of questions and stuff
that's happening behind the scenes with a lot of this,
is that correct?
- It can be, it also,
depends on the price point of the offer.
And this is actually something that I've recently
experimented with where before I'm opening the cart
officially, I've just sent people to the checkout page
of these close friends people without even having the sales
page created.
- Oh wow. And it works?
- And it works.
Yeah.
- You just made a lot of marketers really happy.
Yeah. They don't have to go out,
hire a copywriter to write a sales page,
and all this kind of stuff. I mean, I love that.
- Yeah.
A lot of the time with that,
it's just toking about the urgency,
toking about the price increase that's going to happen.
But I tried it in my last launch and it was amazing.
- Carla,
this has been super insightful and a lot of people
that are listening,
I'm sure have never considered doing something like this.
So first of all,
thank you so much for sharing your methodology.
If people want to discover you or your course,
where do you want to send them?
- So the best place is Instagram,
Carla Biesinger is my handle.
If you want to learn specifically about selling
through stories, then I have a course on that.
It's go.carlabiessinger.com/sales.
And then otherwise I have my full Instagram course,
which teaches about growing your following,
growing your engagement and also sales.
- Yeah.
And why don't you spell your last name
for those that are listening to the audio.
Because it is not exactly spelled as you would think.
- It's BIESINGER.
- Yeah. So it's B but, there's an I in there.
Because some people might think
it's BE, BIESINGER, Carla Biesinger.
Thank you so much for coming on the show,
and sharing your wisdom with us.
We're better because of it.
- Thank you so much, Mike.
It was so much fun. Thank you for having me.