88: The Hidden Gap in Your Marketing That’s Costing You Sales with Heidi Thompson
If your content isn’t converting, it’s probably not because you need a new strategy, it’s because your messaging isn’t connecting.
In this episode of Strut It, I’m joined by marketing expert and wedding business strategist Heidi Thompson, the founder of Evolve Your Wedding Business and author of Clone Your Best Clients. Heidi breaks down exactly how to uncover what your audience really wants, thinks, and feels so you can write content that actually converts.
Whether you’re a wedding professional, creative, or service provider, you’ll walk away with practical tools to strengthen your message, attract the right people, and boost your ROI without reinventing your entire marketing strategy.
What You’ll Learn in This Episode:
[02:17] Why truly knowing your audience is the foundation of every great marketing strategy
[03:45] The psychology behind effective marketing and what most business owners get wrong
[05:35] The biggest mistake creators make when identifying their ideal client
[08:27] Why old-school demographic worksheets don’t actually help you sell more
[10:51] The “Clone Your Best Clients” method and how to identify your dream customers
[14:36] The most effective way to get real audience insights (and it’s not guessing)
[17:27] How to ask for and conduct client interviews that reveal the gold in your messaging
[20:19] The key questions that uncover what truly drives people to buy
[27:17] Why refining your messaging by just 5% can completely change your results
[31:58] How to apply what you learn across your website, Instagram bio, and all content
Key Takeaways:
Your marketing isn’t missing strategy, it’s missing connection.
The best insights come directly from your ideal clients, not assumptions.
Data beats guesswork: real conversations reveal the psychology behind buying.
Stop focusing on demographics; focus on desires, emotions, and motivations.
Messaging refinement isn’t a total overhaul. It's small, powerful tweaks.
When your message reflects your audience’s actual words, your content converts.
Guest Bio:
Heidi Thompson is the founder of Evolve Your Wedding Business, host of The Evolve Your Wedding Business Podcast, and the bestselling author of Clone Your Best Clients. As a marketing strategist and business coach, she helps wedding professionals and creative entrepreneurs book more of their dream clients while building freedom-driven businesses that don’t rely on burnout or hustle.
With over a decade of experience teaching thousands of business owners how to attract clients they love, Heidi is known for her clear, no-fluff approach to marketing that actually converts. Through her programs, workshops, and speaking, she’s on a mission to help business owners create sustainable success with strategies rooted in psychology, authenticity, and real connection.
Links Mentioned in This Episode:
Follow Heidi on Instagram:@evolveyourweddingbusiness
A Truth You Need to Hear:
“Your marketing isn’t broken. You’re just one small messaging shift away from connecting with the people who are already looking for you.” — Heidi Thompson
S3 Ep88 Transcript: The Hidden Gap in Your Marketing That’s Costing You Sales with Heidi Thompson
00:00
If your Instagram content or any of your marketing isn't converting into actual leads and sales for your business, it's probably not your strategy, it's your messaging. And your messaging always comes back to how well you know your people. Most of us think we've done the work. We filled out the worksheet, checked that box, listed the demographics, maybe even worked with ChatGPT to give our ideal client avatar a cute name.
00:27
But in today's episode, we're going way deeper with my guest, Heidi Thompson. She's a wedding business coach and marketing strategist who's about to completely shift how you think about target market research. She breaks down exactly how to uncover the real words, emotions, and motivations your audience is using so that you can make those tiny one to 5 % tweaks that lead to massive results. And whether you're a wedding pro, product-based brand, or service provider,
00:56
This episode will help you get a higher ROI return on investment on everything you create. Are you ready? Let's go.
01:08
Welcome to Strut It, a podcast about creating bold visibility on social media with zero apologies. I'm Elizabeth Marberry, your host and Instagram marketing coach. I help small business owners get seen on Instagram and monetize their offers so they can make more money doing their sole lead work. If you're tired of spinning your wheels on Instagram and you're seeking simple, proven Instagram marketing strategies that actually work, you're in the right place.
01:37
Let's dive in.
01:48
Welcome back to the show. I am so thrilled that you joined me for today's episode because if you've been listening to the podcast, you know that it is so important that if you want to grow an audience on Instagram or on social media, or frankly, if you want to sell more of your products or services, you have to know your ideal client or customer. And you have to really understand how they speak, their problems.
02:17
what they want, what they desire, so you can weave all of that messaging into your content strategy. Well, today you're in luck because I am bringing on a guest expert. Her name is Heidi Thompson, and she is the bestselling author of Clone Your Best Clients. And she is a wedding business coach and marketing strategist behind the Evolve Your Wedding Business brand, where she helps wedding pros book more ideal clients
02:46
and craft a business that gives them the income, life, and freedom they want. So whether you're a wedding pro or not, her insights are gold, and I'm so happy you joined me today. Heidi, welcome to the show. Thank you so much for having me. I'm so excited to talk about this. Yes, I am so thrilled. So let's kick it off with why do we need to understand our ideal client? Like, why is this such an important part of marketing?
03:15
I think this is something everyone has been told that they need to do and everyone has been given some sort of exercise around it, but they don't really get why. That drives me nuts. I'm always that person who's like, why, why, why are we doing this? So I fully understand that feeling. And the why is that marketing is psychology and you need to understand what's going on in someone's head if you're going to present them with the perfect solution to their problem.
03:45
You can't do that by randomly creating content, by guessing, by making assumptions, because you can't be that person. You aren't that person inherently as someone who knows a lot about what you're talking about. So if you keep in mind that this is a psychology thing, this is a, need to understand what you want to give you what you want in the form of
04:14
my service, my product, whatever my solution is, it's just a connecting of the dots. I think that's a much easier way to think about it than like this abstract idea of some like random demographic you're trying to reach. Oh my gosh, that is so brilliant because what you were describing of I'm just kind of posting content and I'm throwing that spaghetti at the wall and it's not resonating.
04:41
and it's so frustrating, it's really disempowering because you feel like, oh my gosh, this must mean that what I'm doing doesn't matter. And that's not true. Like you said, you're the expert in what you do. And that's why it takes some time to get the skill of, okay, I know I need to do this thing, but what does that really mean? And I love how you really tied it into the psychology piece too. That's really brilliant. What are some...
05:08
mistakes that you see people making with this? When they're like, okay, I know I need to do this. Now what do I do? Okay, so the biggest one is assuming that you know that by having conversations with people by working with these people that you know, and you know what they tell you, but you don't know what they don't tell you what's actually going on in their minds, what's driving certain decisions.
05:35
We don't typically share that information with people unless we're directly asked about it. So, you know, they're not gonna come out and tell you that, you know, in the case of a wedding planner, like, have been to all of my sorority sisters' weddings and they were amazing and I'm afraid mine's not gonna be as good. I wanna have this incredible client experience. You're probably not gonna open yourself up to that degree.
06:04
you're gonna say, wanna have like a really great guest experience, but they're not just giving away the psychology behind that, the what's actually driving that desire. So we can't make assumptions because when we do that, we're always wrong. And even if we're wrong by like one degree, it just doesn't lock in, it doesn't grab them. And like I've been doing this work and teaching people to do this work for
06:33
13 years now, I'm wrong. When I assume these things about my own audience, I have to go check and test it with people to see like, am I hitting the mark? I am always at least a little bit wrong when I actually hear how they describe the problem, how they describe their desire, their motivation. And you don't get that when you're like kind of observing from the outside. So making the assumption that you know.
07:03
is definitely the biggest problem. I would say the other really big mistake I see people make is, and this is absolutely not your fault, this is what people have told you to do for a really long time, no shade there, relying on things that don't actually tell you what to do. So if a piece of information doesn't tell you what to do in your marketing, kind of pointless, right? If knowing that someone is between the ages of
07:32
20 and 45, like what? There are so many people within that group. What does that tell me? What am I supposed to do with that? What does that tell you about the psychology of the person? Nothing, it's kind of just a random detail. And I think people have been led for a really long time on this like demographic and then also assorted random tidbits about people. Yes.
07:59
Like what magazines do you read and what fruit do you buy at Whole Foods or something random? And if it tells you something about the person, like if you know that your person chops at Whole Foods because they're super health conscious, like, okay, that's great if it tells you something, but most of these exercises don't actually get you any deeper and that's why they feel pointless.
08:27
Oh my gosh, I love that. totally remember having that experience when I was first learning about target market research and you have to know your client profile and honestly seeing those boxes of like, where do they shop and how much income do they make? Just certain things where I just honestly kind of froze in my body. wait, what? And I think you're highlighting a really important part, which is that
08:54
that information can matter if it directly goes into the buyer psychology or the psychology of your ideal client, right? To your point of like, if I'm a health coach and I'm helping to design meal plans for people, I do wanna know where they shop, right? Like that all makes sense, but I love how you're kind of highlighting that some of the ways that we have been taught through probably old school marketing techniques.
09:23
it doesn't really apply. Don't do it just to do it, like for busy work, right? Like it has to apply to your business and your ideal client in a very specific way that's going to impact how you're going to speak to them or how you're going to call them out. Yeah. And I think for a lot of people, it just feels like checking a box, right? Like, okay, I build out this worksheet. If you do this right, it informs everything in your marketing. It tells you what to say. It tells you where to say it. It tells you
09:53
everything they need to hear in order to see you as the best fit in order to get them to want to make a purchasing decision. But those kind of older school exercises, they like get you started, but they don't connect the dots. Yes. Oh my gosh. You're bringing back all these memories of like baby business owner Elizabeth who was just like, I did the exercise. Now what do I do? I know I was in the same boat. It's like, okay, I guess I know these random demographics or
10:22
Quite honestly, half of them that we made up, where are my clients? I hope as you're listening to this, some of you are nodding your heads like, oh my gosh, yes, I totally relate to this. Okay, so we understand why it's important. We understand some mistakes, common mistakes. Now, if we are, okay, Heidi, I get it. How do I discover what actually matters and how do I do this target market research? Can you give us some next?
10:51
that people can take to go on the right path that's actually going to tap more into the psychology that is going to matter. Yeah, so the reason why I call this the clone your best clients process is because we're taking someone who actually exists, who you have worked with, and we are making them like the focus point. We're making carbon copies of them over and over and over again.
11:20
So I want you to think about who have you worked with that you wish you could clone and work with over and over and over again, because that's the model. That's who we want our marketing to speak to. So the first step in this is the identification of who are those people. And when I say who are those people, I really want you to think about not just, it's Jessica and Roger.
11:49
actually are they? I want you to start thinking about if Elizabeth and I were meeting you and this client for a drink, what would you tell us about them? Like, oh my God, you guys are going to love her because she's super into XYZ or she has this super bubbly personality or she's such an outdoorsy person and I know you like to go on hikes, you're going to absolutely love each other. That's how we want to be thinking about them. So the first step is to identify
12:19
And to start thinking about actually how would I describe this person to someone else? I wouldn't say, you know, like in my industry, they're between 25 and 45 and they're engaged and they want to pay my prices. There are infinite types of people that fall into that spectrum. Yeah, totally. Okay. So the first step is think of your ideal client or customer that
12:45
is someone that if you could have 10 more of them. Like I'm thinking about one of our podcast listeners who DM me several months ago and he has a high end furniture store where he hand crafts and designs these really high end pieces of furniture. So I'm thinking about him and I'm thinking, okay, so I'm sure he's had, you know, dreamboat customers, right? Who
13:12
whether that is, and they're at a certain point in their lives where they have the discretionary income to invest in a custom piece of furniture, or maybe those people have like a really deep story that they want to share through the expression of their furniture, right? Like I'm sure he could tell us like, oh yeah, I've had a couple of these people and it's like, if I could just find more like this person, my business would be booming.
13:41
Right? So no matter your industry, we all have those people. And the other thing I like about this method is that as business owners and creatives and entrepreneurs, we have more control than we think too. Like it's not just like we're at the whim of like, we just need to make money and we just serve everybody. If you're serving everybody, you're serving nobody. Right? So when you're doing this, you're essentially elevating your standards because you're like, I know in the wedding industry for sure it's like,
14:10
I don't want to work with people like that, but I do want to work with this type of couple, this personality, this vibe, this sort of responsiveness, really getting into the details. So anyways, I love this idea. So what is our next step after we have identified the list of people? Okay, so there's two ways to go from here. The part I'm going to get to is not optional, but this first part is. You can mine the data you already have.
14:36
Notice all of this is based off of data. This is all based off of real actual human beings that have said things, have done things, have expressed things. So if you want, and you can use AI to help you with this, you can comb through surveys you've done. You can comb through testimonials, onboarding forms, emails that you've had back and forth with customers to help you identify some of that. That part's
15:05
The part that is not optional is actually talking to these people. Because coming at it from a passive point, like coming at it from just you and your bubble, you're never going to get the full story. Because like I said, people don't go into it unless they're asked. They don't go into the fact that they really want to one up their sister at their wedding unless they're like, so why did you make these decisions? Then they'll share that with you, but they're not just going to be like,
15:33
Hi, excuse me, I would like to one up my sister, I'd like to hire you. Yes, and I want to say too, most people, it's so funny we're having this conversation right now, I was just working with a private client before I moved into this interview with her, and I was literally coaching her through how to do a target market research interview, like live with a potential customer, so she could really understand their pain points and desires and all those things.
16:00
And I said to her, even when you ask a really interesting question, most people are gonna give you a very general answer. You have to dig under the hood and ask those follow-up questions to really uncover the jewels because that is the goal of marketing and messaging is like the really specific details. Like that thing of, wanna one up my sister. Like that is a very specific thing that a client would say, right? So.
16:28
Anyways, back to what you were saying, but I was just like, this is so interesting. You have to dig deeper, you know, and the only way to do that is usually through a conversation. Yeah, and I mean, I like doing it in conversation, at least for, you know, your top couple people that like you really, really, really want to get more of. If you have a larger group of people and then you decide, okay, I'm going to ask these questions in a survey format because I don't have time to interview.
16:57
30 people, that's fine. Even if you only have one person and you're like, it worth talking to this one person? I get people to ask me that and it's like, yes, any data is better than no data. So we want to get something from these top people. So I'm going to give your people a download, but basically the way you get people to agree to this is honest to goodness, flattery.
17:27
straight up tell them, Elizabeth, if I could work with you every week, I would be the happiest wedding photographer in the world. But fortunately, unfortunately, you got married two weeks ago and I don't get to work with you every week. So I wanna find more Elizabeths in the world. Would you hop on a call with me so I can ask you some questions? Nine times out of 10.
17:52
people are gonna be like, mm-hmm, okay, yeah, sure. Oh, that's so good. It's the honest truth. So you're not just like blowing smoke, you're telling them like, yes, I am forming my marketing around you and I wanna understand you better. So I think people are a little afraid to ask that, but when you frame it in that way, people are excited. Like people like to be sought after, they like to feel special. Yeah, and like,
18:22
Oh my gosh, Heidi wants to talk to me. Like that's really cool. And it's reminding me of what we do at my dance studio where it's like, this will help me to reach more incredible people like you. We do that when we ask for reviews. Like if we're like, would you be willing to do this? Cause we loved working with you. It'll help us find more people like you that we want to work with. And it's kind of that flattery with the ask. And I mean, there's some psychology for you right there too, right?
18:52
Yeah, absolutely. I mean, who doesn't like to be told, you're perfect. I love you. I just need more people like you. And you're like, I know, right? Like, I'm super great. Sure. I'll tell you everything. I'm so amazing. So Heidi, I know you have a download where you're going to probably walk us through it in more depth. But if someone is new to what I would call a target market research interview, is that what you call it or what do you call it? Yeah, it's exactly that. OK. So if they're new at conducting this,
19:22
What are some questions or like a basic formula for these interviews and how long are they typically? So you can really make them as long or as short as you want. think, you know, half hour is super helpful, especially if you're just having a conversation. And the reason why I like having the conversation with the people you love most is because we don't edit ourselves as much when we speak as when we type, you know, like our inner. oh
19:50
10th grade English teacher is like, don't say that, change the way you're wording that. when you just kind of spit it out, you get the more authentic language. you're going to record these, you're going to transcribe these to get their language. But I think one of the most impactful questions you can ask is why did you decide to work with me instead of another photographer, instead of.
20:19
another furniture maker instead of whatever it is that you do and let them talk. And if they give you something that you're like, so you really have to like put your investigator's hat on here. um You're trying to get to the crux of like, why, why, why, why, like deep down. And if they just tell you, you know, oh, I just wanted some beautiful furniture. Why, why, why right now did you make that decision? What drove you?
20:45
because that's where you're gonna get under the layers of what really stood out to them. And what's funny about this is people think when they're not attracting the right clients that like they need to completely revamp their marketing and they're usually like so close. They're so close. It's a slight adjustment. There's a planner that I worked with and her marketing was
21:13
all around these ideas of stress-free and your dream wedding. And she spoke to her clients and they were like, yeah, cool. But the thing we really wanted is one or both of us in the couple are South Asian and we want to incorporate certain elements of our culture, but we want it to be our own. We don't want it to be the same as our brother's wedding, the same as our sister's wedding, the same freaking Indian wedding over and over again.
21:42
And once she started speaking to that, that thing she was already doing for her clients, they started booking her because she presented the problem that they actually wanted solved. They saw her as the solution. Wow, that is so cool. And I love that you highlight that. You know, a lot of us kind of go into a paralysis when we think about doing this work, because we're like, I'm going to have to scrap everything and start from scratch.
22:11
And you're so right, especially when you have a solid baseline, it's usually just a little bit of messaging refinement. I've totally experienced that with my clients too. That is really, really helpful. So any other key questions that they should ask in this interview? Yeah, so I'm gonna give you a full list and you can pick and choose from whatever ones you like, but I like to ask why me?
22:38
you know, why did you book me instead of someone else? Because you're going to get some insights. Like that planner got insights about, well, you you're so good at these fusion weddings. And she's like, I'm not talking about this in my marketing at all. I also really like to ask, you know, what were you worried about? What were you concerned about? And that's where you're going to get the things like, oh, you know, me and my partner, we never take photos of ourselves because we always feel so awkward in front of the camera. And we were so worried that we were going to look.
23:08
dumb in our wedding photos and we really wanted to find someone that made us feel comfortable. I've seen photographers make that simple messaging shift and people are like, yes, that's me and come running because you are telling them exactly, I have this solution to your exact problems. With these questions you're asking, you know, why did you choose me? What were you concerned about?
23:36
Why did you choose this particular product or service? You're getting into the internal desire and the motivation of why they made the decisions they made. And that's more powerful than like any imaginary exercise you will ever do. I love that. And you know what I'm remembering? So I had a private client who owned a vinyl record store, like a brick and mortar store. And I remember kind of.
24:03
challenging him about like this piece of why would you go into a store and buy a vinyl record? And I think there was a disconnect of, it's just like you like music and you just want to listen to the music. And I think a lot of people kind of stop there. And so if I was going to post on Instagram and be like, here's a new vinyl record, it's for music lovers. Is that going to stand out in the sea of sameness? Is that going to stand out? And the whole point of this exercise is you are
24:33
wanting to activate your ideal client or customer with the words that you're using. So the words that you're using, they see themselves in those words and they know that you are the right person to help them or your product, your store is the vibe that they're looking for. And so it was really interesting because with that vinyl record example, I could just share with him a personal experience of, and I'm gonna...
25:00
show my age here, but when I was younger, I had a record player in my bedroom and I would listen to records and I would like dance full out and I would sing in my hairbrush. So there's something really nostalgic about a vinyl record and it just feels like a place of safety for me. That's what I knew. That was my safe spot in my room. And so we're kind of digging into that. And I just shared the story to kind of highlight that if you're listening to this and you're like,
25:27
It's not that deep. My people just want to go to Disneyland and have fun and have a vacation with their kids. It's always 10 layers deeper than what you are thinking. And I think that goes back to the mistake, Heidi, that you highlighted at the very beginning of this interview, which is you're making assumptions. And we all do it. I I still do it. think you can tell me if you're in the same place, but I'm always looking to refine my messaging.
25:53
You know, and the longer I'm in business, the more I can do that. Because the truth is, a lot of us don't even know who we're here to serve on the planet until we've been doing the work. You know, and then as you're doing the work, you're like, oh wait, that's not my customer. I don't want to work with people like that, but I do want to work with people like this. There's no getting it all figured out on paper before you go and do it. Absolutely. Yeah. It's constantly a work in progress. And anytime I feel
26:20
disconnected, unsure, like what my next step needs to be, I immediately go to this. I talk to a client, I ask some questions that kind of bring me back to like, okay, is this where you're at or is that where you're at? Because then it can give me some guidance so I don't completely go down this road and spend like six months marketing in a way that doesn't make any sense because that's very, very easy to do.
26:49
And if you allow yourself to get disconnected from the people that you're trying to serve, it happens. It happens naturally as they change, as you change. I mean, I was just talking about something recently and I clearly touched a nerve with it and my inbox blew up and I was like, really? Okay, I guess this is what we're talking about because this is clearly what matters. Like I thought.
27:17
It was obvious in what I was talking about, but I clearly wasn't leaning into that enough to make it a solution that people can see. You think about like how we buy a lot of products. If you have a migraine and you go to the store and you see like, okay, Motrin, Tylenol, Aleve, et cetera, migraine, like that one says migraine. I'm probably gonna buy that one, because that's the solution that I need. And we have to...
27:45
show up in that way, but we can't show up in that way if we don't know the real solution that they want and not just what we think. And it's that thinking about it too much sometimes that gets us stuck. Oh my gosh, absolutely. And I see that all the time with Instagram content and they're also not giving their content enough of a runway too. Like, oh, I've been trying this new messaging for a week and it's not working. I'm like,
28:15
You don't even have enough data to make that assessment yet, you know, but I think we're also so impatient and we're just like, I need to get this done yesterday. Truly, that's why so many people skip this step of target market research, right? Because it does require effort, it requires time. So I hope as you are all listening to this, that you're feeling so fired up and motivated. And I love, Heidi, what you said about
28:42
If you feel like you're doing the same things and it's not getting you the results you want, I always use this quote of the definition of insanity is doing the same thing over and over again and expecting different results. We all do it, like no judgment. It's a human thing that we do. But I love how you position this as a solution that you can provide yourself so you can stop spinning your wheels. Like this is something that
29:08
no matter how much money you have in your bank account, you just need access to Zoom and social media and get some calls booked. You can do this for yourself and for your business, and it will be so worth your time and effort. So thank you for positioning it that way as a place of empowerment when something's not working for you. Yeah, because it can feel like, OK, what am I supposed to do? I'm doing everything I know to do. And every time I see someone do this and it works, they were so close.
29:37
They were like an inch away. It's just they weren't approaching it in the right way. Like if that record store client found out that their people love to dig and explore and find new music. Okay, if we can make the marketing about that, like that's kind of inherent in a record store, but if you don't call it out, they don't see it. You know, they're not gonna think about it. Yes, that is so good. I love all of this. I wanna close with
30:06
a question for you. So let's say someone has done this target market research. They've had these conversations. They're getting more clear on like the one to five percent upgrade that they need to make in their messaging. Where do people put these words? Like how do you support people through that? Like where does it show up? Where do you weave it in? How do you do that? That's a really good question. So you want to really have it be front facing.
30:34
everywhere. I talk about having a perfect fit statement on your website that like right when your website loads, it's super clear what you do, who you do it for, what that solution is that you provide for the people you provide it for. Same with social media bios and it really kind of functions. I have a client who calls it her ADHD blinders. Like the only thing I talk about is this. This is all I talk about in my marketing.
30:59
It's funny, because you feel like it might limit you. It allows you to go so deep into that one thing or those two things that they really, really care about. Like if you have a super outdoorsy couple that wants eco-conscious sweating, oh my God, there's so much content you could create based on that. So it's just making sure that you're using it as a filter for your marketing. If it doesn't fit through that filter, it doesn't get posted because it's not aligned.
31:28
And making sure that when someone stumbles upon you, whether it's a social media profile, whether it's your website, that they can tell in, you five seconds or less that you do what you do. You provide this particular solution for this particular person. Don't make them work for it. Whatever you do, don't make them figure it out because they won't. So in short, it gets woven in everywhere, but first impressions and
31:58
Filtering your marketing decisions through it makes so much sense and it just makes things infinitely easier because now you know exactly what you need to say. And content creation, all of it gets so much easier because you're focused. And I'm sure if you're listening to this, you've heard me or other Instagram coaches and mentors talk about niching down. But really, that's what we're talking about is having a
32:27
clear focus for your content and your messaging so it can go further and be more effective because we don't market just to market. We market to drive sales, right? We market to drive leads and sales. We're wanting to grow our revenues. And in order to do that, in order for a piece of your Instagram content to actually do that, it has to speak to your ideal client. So it's all connecting. And I love the ADHD blinders. I've never said that before. I have ADHD and
32:57
that totally resonates with me too. It's like, if I can just go super narrow, I get, you know, a hundred ideas before breakfast every day. So it helps me to be like, okay, which of these is aligned with my I help statement, right? Or what I say, the promise of your Instagram bio. That's why I always tell people auditing your bio and making sure it's really aligned with who you're wanting to call in is a complete game changer for your content strategy because then
33:26
Every time you go to create a piece of content, you look up there. And so, for example, my Instagram bio says, grow your IG, attract more clients and sell more. So like all of my content should do that, right? It should teach you how to grow a following. It should teach you how to attract your dreambook clients. It should teach you how to sell through Instagram without paid ads. I do like to break the rules sometimes, okay? I'm a world breaker, but 80 % of my content is really focused around that promise and it actually makes it
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easier for me, it takes way less time and it's way more effective. So I love that you really highlighted that. Yeah, it allows you to just like hyper focus on your people and zoom in and not feel like you have to do everything. You just have to do this one thing. You just have to connect the dot between what they want, what you have and making sure that all of your content passes that test. And if it doesn't speak to what they want and it doesn't show them how
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what you have gives them what they want, you don't create it. Amazing. This has been so valuable. So tell us about this download or checklist that you have for the audience. What is it and where can they find it? And also, how can they work with you if they're interested in following you and doing all the things? Yeah. So I'm going to give you guys my Clone Your Best Clients workbook. It's going to give you the script for how to ask for the interview, questions to ask, how to make sense.
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of the answers, how to go deeper as like the investigator, play a little Sherlock Holmes with it. You can grab it at evolveyourweddingbusiness.com slash strutted. And of course, if you wanna learn more about me, if you wanna listen to my podcast with Elizabeth on it, you can find all of that stuff at evolveyourweddingbusiness.com. You can jump on a free training with me where I go through.
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all of the pieces that need to come together into your wedding business to allow you to build a six-figure wedding business without working 80, 100-hour weeks. You can grab that at evolveyourweddingbusiness.com slash training, but definitely grab that download because I want you not just to listen to this, I want you to go out and do it. And then when you do it, come tell me, come tell Elizabeth what you learned because we're nosy and we wanna know these things.
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And it's always so interesting to hear, like, what are the light bulbs? What are, like, the pieces of gold that you find? Because you always find something when you dig a little deeper. Oh, yes, definitely DM us over on Instagram. My handle is Elizabeth Marberry, M-A-R-B-E-R-R-Y. Heidi, what is your handle? I am Evolve Your Wedding Business. Amazing. So make sure you're following us on Instagram. Send us a direct message.
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Tell us if you did even just one piece of the homework that we gave you today. We promise it will be so worth your time. You'll get a better return on investment for all of your marketing efforts. So go do it. Success goes to the implementers. And Heidi, thank you so much for being here. It was such a pleasure having you on the show. Thank you so much for having me. I love nerding out about this. Absolutely.
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Thank you, my beloved listener for joining me for another episode of Strut It. I hope you got so much value out of my conversation with Heidi. If you did, don't forget to share this episode with another business colleague or friend who is trying to refine their marketing and draw more leads and sales through their organic content. I so appreciate you spreading the word so we can find more incredible listeners like yourself. As always,
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Thank you for listening and I cannot wait to strut it with you next week. Thank you for listening to strut it. If you're ready to start leveraging Instagram to grow your business, then you're gonna wanna grab my free monetize your IG guide where you'll learn seven simple and proven ways to finally make money on Instagram. You can grab your guide at elizabethmarberry.com slash freebies.
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That's ElizabethMarberry.com slash freebies to get my monetize your IG guide. If you got some incredible value from today's episode, be sure to leave a review and subscribe on your favorite podcast platform.
