Let’s talk about a content mistake that way too many service providers are making... marketing like influencers instead of business owners.

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I get it. You see a viral reel and think, "OMG, I should recreate this—it clearly works!" Or maybe you follow someone with 100K+ followers and assume they must know what they’re talking about when it comes to content.

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But here’s the problem: Just because something goes viral doesn’t mean it’s good marketing. And just because someone has a big audience doesn’t mean they know how to get YOU clients.

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I literally had another marketing “expert” tell me "[insert name] will capture great content for us, they have 30K followers!"

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🙄🙄🙄

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GIRLIE POP. Let’s engage our critical thinking skills for a second.

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The reason that person has 30K followers is because she's a cute young girl shaking her ass and vlogging about her day.

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Their content is engaging—but not because it’s designed to attract and convert clients. It’s built for entertainment.

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Asking THEM to film content for a business would be like telling ME to try to create a thirst trap for my audience. 😂

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Yeah, we're both creating content but HELLLOOOOO, success in one field does NOT transfer to another.

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Just because someone knows how to rack up followers as an influencer or micro-celebrity does not mean they understand how to position, package, and sell a service to a specific audience with a clear pain point.

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They might be really good at being them, but that doesn’t mean they’re good at marketing a business.

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Getting likes and followers ≠ getting booked.

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Let's take a look at some influencer-type content and how you can actually use it for inspiration as a service-based business owner.

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❌ Influencer-style content: "Morning routine as a [insert niche here] entrepreneur!"

Just a montage of coffee, journaling, and lighting a candle—cute, but no real value.

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✅ Service-based content: "Morning routine as a [insert niche here] entrepreneur—and how I prep for client calls!"

Shows the behind-the-scenes of how you actually get results for your clients.

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❌ Influencer-style content: "The secret to making 10K a month!"

Vague, surface-level advice designed to go viral but not actually help anyone.

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✅ Service-based content: "The #1 mistake [your ideal client] makes when trying to [solve a pain point]—and how to fix it."

Gives real, tangible value that builds trust.

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See the difference? Your content should position you as the expert, not just someone fun to follow.

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If you’ve been feeling stuck with content that’s not converting, you’re not doing anything “wrong.” You just might be speaking the wrong content language.

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Things to remember:

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1️⃣ Make your client the main character

People don’t need to be obsessed with you—they need to be obsessed with what you can do for them. Every piece of content should highlight the transformation your services provide.

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2️⃣ Post with purpose, not just for popularity

Before hopping on a trend, ask yourself: Will this actually bring me clients, or am I just chasing engagement? Remember, you can have 1,000 views and zero clients… or 100 views and 10 clients. Which one sounds like a better business?

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3️⃣ Be intentional about who you take advice from

Just because someone has a big following doesn’t mean they understand YOUR business model. Look for mentors who actually know service-based marketing—not just people who know how to go viral.

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4️⃣ Speak your client's language (not the algorithm's)

Your audience isn’t sitting around thinking, “Wow, I hope I come across a trendy reel today.” They’re looking for solutions. Your content should address their pain points, questions, and goals.

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5️⃣ Build TRUST not just hype

People don’t book services from the person with the most viral videos. They book from the person they trust to solve their problem. Thoughtful, valuable content will always outperform flashy trends when it comes to sales.

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The bottom line:

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You’re not here to be famous. You’re here to be trusted. Market accordingly. ✌

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Until next time,

Marissa