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Emma Patrick Group

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One Piece Episode 366

STEPHANIE: So, I think last episode, we were talking a little bit about reflection, especially in terms of career progression. And I may have mentioned that I don't really believe in New Year's resolutions. [laughs] But I do think that one intention that I have for myself is to chill a little bit. I think the fall of 2022, for me, was really hectic, exciting but a little busy in terms of speaking and content creation; you know, we started doing this podcast together. And so I do think that winter is my time of hibernation.

One Piece Episode 366

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JOËL: You'd mentioned in a previous episode talking about conference talk ideas that you like to marinate in sort of build up a file of ideas over the course of a year. And it sounds like you're taking that approach but then also applying it to smaller form content like blog posts over the course of this winter.

JOËL: I would like to write a little bit more early in the year. I think I'll have to figure out exactly how I want some of my goals to play out. I think I mentioned this in the previous episode; two large themes that I've wanted to focus on are ways to invest in our team and our teammates and then creating content, so things like blog posts, like this podcast, like conference talks. Those were two broad themes that I had given my year in 2022. And I really enjoy those. I think I would want to repeat those themes for 2023 as well, so figuring out exactly how I'm going to interweave them, something I'm going to iterate on.

STEPHANIE: That's really interesting. I think the transitions between different states definitely can get really complicated. While you were saying that, I was reminded of Storybook, the tool for building out components in isolation. And one thing that I really like is that they encourage you to think about different states and edge cases as almost like user stories. I think they're called stories. And you can use their DSL to extract those pieces of information and basically think through kind of what you were saying, but it's built into the tool. And so it really encourages that thought process.

And then, if it turns out to be like a really good generic building block, they actually extract it into their open-source component library called Primer, I think is what it is. So that was an interesting process for me as someone who just kind of like did that first step of pulling out this little piece into its own component. And then, right now, it isn't necessarily quite ready for being reused in a bunch of different ways. But I think that was a good first step in setting it up to be able to.

So if a function (But you can think component here.) is splitting in two different situations, then it doesn't get to have any logic inside it. It just calls out to some other component. And the only thing that it does is say, "I'm a branching component. If this happens, pull this other subcomponent; otherwise, bring in this subcomponent and maybe set up some arguments or something like that." And then the other child components that are rendering various pieces of UI, they don't get to branch. They are just given this data, render it in this way.

It's also impossible to read that code and know what is going to be executed for each step. So my general preferred approach for that kind of situation...and actually, we have an older episode of The Bike Shed where Steph and Chris discuss this in detail, and their recommendation was similar. So the trick is to branch early, and instead of having a single logical path, it's just check condition, do a thing, keep going. Check condition, do a thing, keep going.

STEPHANIE: Speaking of condition with multiple branches, I think we also talked a little bit about this in a previous episode you and I did on case expressions where you talked about how you handled that wizard with a flat case statement. So if folks want to hear more about our opinions on case expressions, I definitely recommend you check out that episode.

JOËL: I think something that I'm getting out of this episode is also the value of interacting with other language communities and pulling in ideas from there and how that can enrich the way you think about code in a different language. This episode has talked about components in React in JavaScript. We've talked about architectures and CSS. We've pulled in some typing techniques from Elm and how that might maybe help us think about conditionals in Ruby. So it's a very polyglot episode. And I think that enriches our vocabulary and enriches our toolset, even when we're not coding in those languages.

"People aren't buying my product or signing up for my lead magnets from my content. What am I doing wrong?" There are three reasons your audience isn't jumping up and down to follow your content CTAs.Let's break them down one by one in today's episode. I see a few of these mistakes every day -- and you shouldn't feel ashamed if you've made them because I've done it too! Other mistakes you may not be aware that you're making them.But my goal with this episode is to make sure you understand where you can improve your content so that you're set up for success the next time you launch something. Whether it's swag for your audience, a lead magnet, or a $1,000 product, I want you to feel confident that people WILL buy from your content.

If you want to be featured in an upcoming segment called "Listener submitted questions," -- where I'll choose a sound bite to be featured on a new episode of The Proffitt Podcast, submit your audio clip here:

So let's dive in to number one. The first reason why people aren't buying through your content is you have way too many CTAs. Now CTAs are our calls to action. And I this is one of the biggest ones. It really is. I was gonna say I've been there this one could be No, this is the biggest one. This is the biggest one because I've had people I've done podcasts audits, I've gone to people's YouTube channels to see, you know what they were doing, like people have asked me, okay, well, you go check out my channel and let me know what you think. And I'll watch a few videos or I'll listen to a few podcast episodes. And they'll say, Well, I'm trying to promote this thing. And it's not working. And I listened to it or I watch it or I read it. And I see that there are 17 different things that they are asking people to do in one piece of content. So let me give you an example of what I've seen. Don't ask someone that is listening, watching reading your content to subscribe, leave a comment follow you on Instagram, download your freebie, check out your website, join your Facebook group and buy your product all in one span of content. It's just it's way too overwhelming. You've asked them to do way too many things. And by asking them to do way too many things, they're not going to do anything. Because they're like, Well, what is the most important here like our brains? And I want you to think about this, like, whenever you are inundated with so many different things all at once. Do you take action? Do you actually do the thing that someone is asking you to do? Or do you just say, I don't really know which one to do first. And I'm kind of busy right now. And I don't really have time to do all that I'm just okay, that that was good. It was a great videos are great podcasts, like, Whatever, I'm just, I'm gonna go on about my day. And this happens to me all the time, I will hear something and I'm like, Man, this is super, super valuable. I really like it. But then they have too many calls to action. And I'm like, Oh, I don't, I don't really want to get on Facebook right now and join their group. And I don't, I don't, I can't, I'm driving, I can't get on Instagram. And they said something about a freebie. And then they think that they said their website. But I don't know how you spell that. And like, it's just it's too much. So I just, I don't have time for all that I'm just going to go on about my day. So don't have too many calls to action, because your audience will have way too many options. And they won't take action on any of them. So that is my teaching moment of this. And now we're going to talk about what to do. Instead, the thing that you should do is have one clear, very, very clear CTA that will lead into your sales funnel. Or if you don't want it to lead anybody into your sales funnel, you just want to make that ask, then that's what you should do. And by make the ask I mean, if you are selling something, if you're right in the middle of a live promotion, or maybe it's you're launching your evergreen promotion, make the ask, don't tell people to go to your show notes. Don't tell people to subscribe to your show. Don't tell them to leave a comment. Don't tell them any of that say, go here, do this. Go here, do this. I know that sounds super Elementary, but it is that is that not clear. If I say go to[whatever] that I'm trying to get you to go to, and do this. It's very clear, what I want you to do. It is very clear, go here, do this. I'm gonna say it again, go here, do this. And I know that sounds so repetitive. But I hope that that's like sinking in as the clearest call to action that you can make the simplest one because another thing that I see is people will overcomplicate the CTAs that they have. So not only do you have way too many in your content, they're super complex and complicated. You'll I have seen where people will say, okay, the URL for this is and it's like a bitly, that makes absolutely no sense. Or it's some really long URL that has numbers and weird lettering and like, don't do any of that make it as easy as possible for someone to follow the call to action that you are making. And just make it super, super clear. Go here, do this. And then the next thing I want you to do that is instead of having way too many calls to action, is just don't have too many options. And by don't have too many options. It mean exactly like we're kind of piggybacking off what we just said, but I don't want you to have your call to action be like a four step process. So even if you have just one call to action, don't say, Okay, go here, and then you're gonna go here, and then you're there's gonna be a drop down menu, and then you're gonna go and then make sure you click this button, but not that button. It's too much, it's too much. Go here, do this, because it will make it so much easier because it's clear what you're asking people to do. And then the last thing I want to tell you is pick the most strategic call to action for your content and your audience. And what I mean by this is, every platform has a different way for you to do a call to action. And let me give you an example like a comparison of a podcast versus a YouTube channel. So on YouTube, I can put on the screen. Here is the URL, I can say the URL and I will link to it in the actual video where people can just click in the upper right hand corner. If you've ever watched videos and you see those little slide the cards that slide out. So I could say it actually like verbally say the URL, I could display it on the screen. I could also have the little card sliding out and I could have it in the video description. That is four places that I have the opportunity to get someone to go and do that CTA but I didn't say it multiple times. And it's all the same thing. It is all the exact same CTA. So that is being strategic for a YouTube channel. The same thing for a podcast, if I were doing a podcast during a live launch, and I said, Okay, this is what we're talking about today, you can go to[what] the URL is. And then it's going to be linked in the show notes. That's another thing I could say. So I could link it in the episode description, which is what you would upload in your podcast player, as well as the actual show notes that are going to be on my website. That is how you are being strategic with your content and your audience. And then the last one, of course, is blogging. You can have it at the very top of your website, like as a banner, that that's like the most important CTA, you have it right there at the top. And then you can mention it multiple times throughout your blog post. Or you can even have it as like a standalone, ad type image URL. Like there's a lot of different ways that you can do this. But make sure that you have one clear CTA CTA, you don't have too many options to follow like steps within that CTA and pick the most strategic for your content, and your audience. So that is reason number one why people won't buy is you have too many CTAs. 041b061a72


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