TCC Podcast #438: A Minimal Approach to Social Media with Esai Arasi

Using social media to find clients can be exhausting. Writers tend to focus on the "media" and use it as a broadcast platform that requires post after post and what at least one marketing guru has called "Content Shock". What if you focused on the "social" part of social media and used it to foster real relationships with prospects and clients? That's what's been working for Esai Arasi, our guest for this episode of The Copywriter Club Podcast.  Click the play button below, or scroll down for a full transcript.   Stuff to check out: Esai's LinkedIn Esai's Instagram The Business of Expertise The Copywriter Club Facebook Group The Copywriter Underground Full Transcript: Rob Marsh:  Looking for an approach to social media that doesn’t require you to post three times a day or more? This is The Copywriter Club Podcast. The old approach to social media was to post content—photos and video with clever captions that invite comments and likes—is hard to keep up with. If you don’t have a team of content creators and algorythm watchers to keep up with the latest thing, you burn out or lose interest or eventually realize that the effort you are putting in is not being rewarded by the leads and clients you are looking for. Most of us are on social media to get leads. But how’s that working out for you? Most content writers or copywriters posting on Instagram or X/Twitter or LinkedIn are spending a lot of time for very little payoff. And that’s because social media is great at helping foster connections and relationships, but not all that great at selling organically. I’m not saying it can’t be done or that no one’s doing it. Some are. But it’s not easy. My guest for this week’s episode of The Copywriter Club Podcast is Esai Arasi. And she argues you don’t need to post every day or every week or even every month. Tools like ManyChat help move followers who are interested in what you do from posts to DMs. Using social media to foster relationships you have with previous clients and referal partners is also useful. Those things don’t disappear into the feed after a few minutes. They endure. And switching up your approach to focus on these kinds of behaviors may bring you better results than you’ve been seeing lately. Stick around as we talk about how to do this. As usual, this episode is brought to you by The Copywriter Underground. We’re talking about social media and getting clients to work with you today and it just happens that there are additional resources in The Copywriter Underground designed to help you do both of those things. Workshops on using tools like Pinterest and YouTube to grow your audience and attract clients. Still other workshops on engaging prospects on LinkedIn and other social media platforms so you can build relationships that result in high-paying client work. Not to mention resources to help you land a “real” job if that’s more up your alley. And that’s just the beginning… there are dozens of templates—including a legal document worth hundreds of dollars—ready for you to borrow and use in your own business, three entire courses on selling, writing proposals clients can’t say no to, and building your authority so clients seek you out, not the other way around. Plus dozens of other workshops, monthly coaching, regular copy critiques and more. You can see what it includes at thecopywriterclub.com/tcu And now, my interview with Esai Arasi… Esai, welcome back to the podcast. It's been a little while since we talked on the podcast. You and I have talked offline a few times since then, but catch us up on what's been going on in your business. I think on the podcast, last time we talked was like 2020. So it's been a little while. Esai Arasi: It's been a while. Yeah. Thank you so much for having me again, Rob. And I'm really excited to catch up on what my growth has been like because when I was last on your podcast, I was still working with you inside the think tank. I was still learning. I was still building all of the systems as we were discussing. And it was I was going through a huge period of change. And I'm really excited today to share the systems I've built, the marketing strategies that I've tried, what's working for me, what's working for my clients, what's working in social and in marketing right now. And most importantly, as you and I discussed, I'm going to talk about all of this within the framework of Traffic Nurture Conversion. And figuring out where you need to focus, or you can guess the best results where I focus personally. And just and if anybody is interested in, after they listen to the podcast, they want to know where they should focus on. A simple way that they can do that is sending me a DM called audit and take my quiz right in their DMS, which will tell them what is their easy win easy money book in your focus right there. Rob Marsh: Perfect, okay, so that's a nice teaser for everything that we're gonna get to. So last time we talked, you're building your agency, you have a couple of people who are working with you, helping, and you were knee deep or maybe even shoulders deep in social media and posting content and doing this for a lot of clients on a very regular basis. And I know your thinking has shifted a little bit on that. Tell us about your agency and how that shift has happened over time. Esai Arasi: Since we have talked now, I have grown to about a six-member team. We still do social media, we still do content, but as you and I were talking about earlier, social media is one piece of an entire strategy. When I think back, I used to think, oh, I have this groundbreaking new hosting framework, which is fantastic and was getting results for clients. And I realized that was just the tip of the iceberg of what was working on what I was implementing for my clients. It was still ahead of its time when we were implementing it, but it took even me Implementing the same framework for multiple clients to really understand why it was working what was happening and again understand that in the context of what was happening in our industry as well so i'm really excited to dive into that. Rob Marsh: So before we jump into the framework though, the basic understanding for social media, and I'm mostly thinking of Instagram, but this is also true of LinkedIn, probably Twitter, even TikTok, is that you need to be posting content. And if you're not posting content at least three times a week, you're not getting seen by the algorithm, you're not building your audience, all of this stuff. Last time we talked, like that was constant. In fact, we were even saying, you know, she'd be in there every day. And sometimes some people are even saying two or three times a day. And so like this whole idea of producing content is, well, first of all, I think it's scared off a lot of people who are just like, there's no way I can produce all of that content. Some people were up for the challenge, and they're like, okay, I'm all in, and they quickly burn out just because, again, finding new things or new ways to say old things is so hard. And maybe a few people have done it and done it well, and we all look at them and think, wow, I wish I had the stamina. I wish I could do the thing that they do, but I don't. So I'm just, I quit. I quit social media. I'm not going to do it. And if, and this is very true of me, you know, if people look at The Copywriter Club social media, we don't post all that often, not on LinkedIn, not on Instagram because yeah, either I've burned out or, or it's just, it feels like such a huge ball to push up the mountain. Obviously that's become a problem. And so I think the framework and what you're doing is addressing that kind of a problem, right? Esai Arasi: Exactly. That's exactly what it's addressing because what happens often is when we are faced with a problem or a challenge or somebody tells us that this is the next thing that you need to do for your business, we copywriters and service providers, we have the tendency to immediately go into this implementation. Rob Marsh: Right. Esai Arasi: What can I learn? What can I do? Just tell me, just give me a plan, teach me something, and I'm going to go right into it. And we're built for that. We're really, really good at that. And that's why we think anybody tells us you need to create more content, it makes sense for us. We are writers, so we do understand the power of content to scale relationships, to scale visibility, to scale our knowledge and strategy and bring us credibility and authority. We do understand that. But the thing is, So creating content is the second level of strategy. We need to first foundationally understand that what we need is not content. What we need is relationships. And that's why I tell every single client whether they are selling courses, they're selling one-on-one offers, they're selling coaching, or they're selling down for you. We need to first understand what is it that you need from marketing, and then we can layer whatever platform or strategy fits best, layer that on top of it. Now, the biggest reason everybody says you need to post content and you need to be on social is we need leads. And that's the thing, right? I need leads. I need more. I need more visibility. So I'm going to get on. I'm going to post on social, right? And you and I talked about this. The last thing social media wants to give you is free reach. Now, every single platform, it's a death march towards throttling your visibility and throttling your reach. It doesn't matter what the platform is. All of them are moving that way. And anything you can do, somebody else can do better. I love that song. I tell people that you can't compete on that because as service providers, we're not in the business of multimedia.