24 October 2023

Serving Your Audience: What No One Talks About

1Frameworks

7Insights

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Frameworks in this episode

Marketing6 steps

Beyond-Education Audience Service Framework

Understand your audience, then serve through shifts, community, resources, and care

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Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 1

Myth Buster01:14

Why More Facts May Strengthen the Belief You Want to Change

Jasmine introduces the Backfire Effect to challenge the assumption that giving people more information will necessarily persuade them. When facts contradict an existing belief, people may resist and double down, making information-only marketing less effective.

Facts do not always create the intended persuasive impact
Contradictory evidence can reinforce pre-existing beliefs
Information overload increases the need for other forms of value

“when facts are used to contradict someone, that person will double down on their pre-existing belief resisting the new information.”
Jasmine Star · 01:14

“people are just bombarded with so much information right now”
Jasmine Star · 01:14

#backfire effect#persuasion#beliefs#information overload

Hot Take· 1

Hot Take13:20

Trust, Not Information, Is the Web's Most Valuable Currency

Highly specific free help can create commercial value without requiring an immediate sale. Jasmine argues that useful, solution-specific support establishes expertise and trust, which can later support product recommendations and affiliate revenue.

Specific free help demonstrates commitment as well as expertise
Practical progress positions a creator as a go-to resource
Trusted recommendations can create an ethical revenue stream

“trust in it and of itself is the currency on the world Wide web.”
Jasmine Star · 13:20

“she can make it as part of her revenue stream in her business as well.”
Jasmine Star · 13:20

#trust#online business#affiliate marketing#expertise

Story· 2

Story03:16

The Makeup Viewers Who Preferred Mistakes to Perfect Results

A hypothetical makeup artist learns that viewers prefer live demonstrations because they can see mistakes and corrections, not merely polished before-and-after images. The example shows how imperfection can reveal the most useful and engaging part of a process.

Viewers wanted to see the process between before and after
Live mistakes made corrective techniques visible
Unedited demonstrations can provide value polished content removes

“Her audience loves the messy middle, not just the perfected before and after.”
Jasmine Star · 04:14

“her audience liked it when she messed up on her makeup so they could see how she fixed it, like turning smudged eyeliner into a…”
Jasmine Star · 04:14

#authenticity#live video#creative process#imperfection

Story17:07

How Four Slow Years Led to a 10,000-Member Facebook Group

Jasmine recounts meeting Alicia, who worked two jobs for four years while slowly building her business and social channels. Despite receiving little early traction, Alicia remained dedicated and eventually built a Facebook group with more than 10,000 members by making people feel understood and significant.

Alicia built her business while working another job for four years
Early social-media traction remained limited
Consistent recognition and trust supported a community exceeding 10,000 members

“She worked two jobs for four years, facing many frustrations and setbacks before she was able to work on her own.”
Jasmine Star · 18:06

“And now she has a Facebook group with over 10,000 ease in it.”
Jasmine Star · 18:06

#entrepreneurship#persistence#facebook groups#community growth

Tool· 1

Tool04:14

Turn One Live Demonstration Into Both Depth and Discovery Content

Jasmine suggests repurposing a long-form Instagram Live into a short reel while retaining the original video for viewers who want the complete process. The short asset attracts attention, while the long version preserves the detailed journey audiences valued.

Use a short reel to present the before-and-after transformation
Keep the full live video available for process-oriented viewers
Derive multiple assets from one substantive recording

“I would be taking that long form Instagram Live video and I would turn it into a real okay, right?”
Jasmine Star · 04:14

“if people wanted to see the messy middle, they can go back and watch the whole video.”
Jasmine Star · 04:14

#repurposing#instagram live#reels#content production

Takeaway· 2

Takeaway19:13

Comments Open the Door, but Buying Decisions Happen in DMs

Public engagement can create the familiarity that prompts someone to begin a private conversation. Jasmine observes that comments often initiate the relationship, while direct messages provide the privacy and depth where purchasing decisions are more likely to occur.

Comments create visible, low-pressure engagement
Direct messages allow deeper private conversations
Public engagement can increase inbound DMs
Buying decisions are more likely to happen privately

“people are usually making buying decisions in direct messages. Not so much in the comments, but engagement leads to connection.”
Jasmine Star · 19:13

“I am more likely to get a direct message after I have commented on somebody's comment on one of my posts, or if I go…”
Jasmine Star · 19:13

#direct messages#social selling#engagement#conversion

Takeaway20:24

The 30-Second Message That Makes an Audience Member Feel Seen

A brief, specific message about a new job, family milestone, or earlier conversation can carry disproportionate emotional value. Jasmine emphasizes that follow-up should recognize the person rather than immediately pushing a product or service.

Notice meaningful events audience members disclose
Send a brief and specific message of support
Check in on advice or changes discussed previously
Lead with recognition instead of an offer

“If you could just take 30s to say congrats on the new job, I'm rooting for you. That goes so far.”
Jasmine Star · 20:24

“she isn't pushing a product or service. She's showing love.”
Jasmine Star · 20:24

#follow-up#relationships#customer care#personalization