Ruthie Sterrett (00:01.87)
Welcome back to the consistency corner. I'm Ruthie, founder of the consistency corner, where we talk about reducing the mental load of marketing so your growth doesn't require more hustle, more noise, or more of your personal energy. All this month, I'm pulling back the curtain a little bit, not in a dramatic way, not in a watch me spiral way. We covered that in the last episode. So you can go back and listen to that if you missed it, but in a grounded and strategic way. Because if you're an experienced founder who's navigating
an expansion season, which means launching something new, coming up with a new revenue idea, trying to expand your capacity. You're coming up against limits and real life and leadership constraints. So you don't need hype, you need clarity. Today we are talking about when is it a visibility problem and when it's not.
On last episode, I talked about visibility and proximity for an offer that we shared in February and what I learned from that. But what I want to dig into with you today is when you have a slow launch or a launch that doesn't go as planned, it's not always a visibility issue. Sometimes it is. And the skill is knowing which one you're dealing with.
Ruthie Sterrett (01:29.45)
The internet will often tell you it's a visibility problem, that everything is a visibility problem. And that's not always true. True visibility problems look like low reach, low impression, impressions, low open rates, no new eyeballs entering the ecosystem, audience stagnation. And sometimes that is the issue.
But here's the thing, when that's the issue, if that truly is an issue, figuring out why is a whole nother conversation. So is it that our messaging is off? So the reach isn't compounding because the message isn't good? Is it that we're not being visible enough in that we don't have enough of a volume of content? So maybe one piece of content
does fine, but we don't get enough content out there to compound enough to get the visibility that is needed. Because the world is so noisy right now. We have to be more visible than we think we do. And I often say, I learned this or heard this from Bobby Bones on the Bobby Bones podcast, Bobby Bones show several years ago. I used to listen to it religiously. I don't anymore, but anyway.
I remember him saying one time, if you are not sick of your own story and your own message and your own self, nobody else is listening. Nobody's paying attention. Nobody's hearing you. So we do have to be visible when we are trying to grow our business, when we're launching something new. We do have to be visible. And that visibility could look like...
ads, could look like organic content, could look like showing up in networking rooms, it could look like asking the right people for introductions or connections, it could look like a lot of different things. But here's what it could also maybe be when we're mistaking it for a visibility issue. It could be an offer clarity issue. Maybe we're visible
Ruthie Sterrett (03:51.426)
but the offer is not clear. It could be an audience readiness mismatch, meaning we're visible, but the audience that we have isn't ready for the thing that we're sharing. It could be a weak nurture phase, meaning we're visible. People know we exist. They're seeing our thing, but we haven't established authority or we haven't nurtured the audience in a way that makes them trust us.
It could be that we have too short of a runway, that we tried to promote the thing and had a deadline and we were trying to go back to the 2023 Sense of Urgency countdown clock BS and people need more time because people's lives are full and busy and that false sense of urgency or you know over amplified sense of urgency isn't working.
the way it used to. You know what it used to be? You could do the countdown clock. You could do the doors closed. You could do the last chance and people will be like, okay, okay, okay, last chance. I'm in, I'm in. You know what people do now? Something else will come along. If I miss out, it wasn't for me. I didn't really need it that much anyway. Sense of urgency doesn't work the way it used to. We do have to have the right length runway. We do have to nurture. We do have to make sure our audience is ready.
And we do have to have a clear offer. And we have to have an offer that solves our audience's problem. And we have to message it in a way that helps them understand so that they're clear. And this is why before we dive into content for any of our clients, we map out a campaign calendar and we make sure we're looking at the runways. We dive into your brand and your offers and your business goals before
we create a single piece of content because we need to make sure that the content is supporting those goals because we're not being visible just for the sake of being visible.
Ruthie Sterrett (06:02.272)
So when you're thinking about visibility, you might be thinking about social media. That's what people often do. I put up a post. I posted it out. I posted. I talked about it in stories. Okay. How often? Was it enough to actually make a difference? And is social our only visibility channel? Where else can we be visible?
because social media is loud AF, my friend. And if that is the only place we are showing up, it's not enough. And also, if we're thinking about social media, are we asking it to do top of funnel jobs, middle of funnel jobs, and bottom of funnel jobs? This is a really important phase of the cornerstone strategy that we dig into with our retainer clients where we look at social media and we say, what job?
Are we asking it to do? Are we asking it to put us in front of new people? Are we asking it to help us make sales to actually convert? Are we asking it to keep our audience engaged that we already have?
And if we're asking it to do all of those things, are we giving it enough bandwidth to do them? Meaning, are we creating enough content to do all of those things? And what's its job in our greater marketing ecosystem? Is the ecosystem doing its job? I mean, that's a whole nother conversation. Is the ecosystem doing its job? We've got so many things that we could tweak or...
change or shift or add or subtract, it's not just visibility. Visibility matters, but clarity and positioning matter just as much. I'm not going to say they matter more because they both matter. And it's like this chicken and the egg situation that founders find themselves in. It's like, do I be visible first or do I get clear first? Because here's what happens.
Ruthie Sterrett (08:13.036)
We sit behind the scenes and we try to get perfectly clear. We try to perfectly nail the messaging, but then it never actually gets in front of the people who need to see it. Or we're out there shouting from the rooftops, but the message isn't quite right. So shouting from the rooftops isn't getting us any results. And so it's like, which one do you fix first? You got to fix them both at the same time.
And we got to go round and round and back and forth and check both on a regular basis and determine what jobs are we asking each channel to do. And if they're not doing their jobs, what are the levers we can pull and the shifts that we can make so that we are visible and we're clear and the messaging is connected. If you are listening to this episode and you're like, yeah,
Yeah, yes, it's not just that I'm not visible, it's my message isn't clear. Or it's not that my message isn't clear, it's that I'm not visible. Or, my gosh, it's both and I don't know which one to work on. We're gonna be unpacking those things all month here on the Consistency Corner. So come back to next week's episode. We'll be talking a little bit more about this and digging into what do you do when it's both.
But if this resonated, please share it with another founder who's carrying more than she lets on because the mental load of marketing is real. And when we acknowledge it and we support each other and we tell the other mom founders that are in the arena with us, hey, I see you. Hey, you're doing great. Hey, keep going. That's how we are all going to grow. And if you're nodding along and saying like, yeah, yeah.
Yeah, I want to talk about this deeper. Send me a message on Instagram. I love a good voice memo. So let's talk about it in the DMs. Let's chat about this. Let me know what questions you have after listening to this week's episode and come back next week because we're to be digging into this even more all month long. And I appreciate you for being here. I am, I want you to know that I'm always cheering you on and I'm always in your corner.
