As you all may well know by now, I am a social media curmudgeon. But that doesn’t mean I’m not inspired by success stories of business owners applying these tools joyfully to create leverage in their business marketing!

My guest today is one of my longtime IRL besties, Inna Aizenshtein, who has been successful at filling her coaching and hypnotherapy practice primarily with leads from TikTok. In this conversation, we discuss energy ebbs and flows and creating authentic content without letting appeasing The Almighty Algorithm suck joy out of the process.

More About Inna: Inna Aizenshtein is a hypnotherapist and coach who examines the role that shame and fear play in the unfolding of our lives. Prior to her career in hypnotherapy, Inna worked in the fashion industry for 14 years, most recently as a creative director. She now helps people work through and release outdated subconscious blocks so they can reclaim their worthiness and become more magnetic, primarily through TikTok shorts (where she has over 1.5 million views) and in 1:1 sessions with clients.

🌟3 Key Takeaways:

Scripting and capturing your content over many takes works well on Tiktok because of the way the software is designed, and what viewers seem to appreciate.
Trying to work with the algorithm on TikTok (or any other platform!) is a recipe for getting burned out. Instead, think of how you can connect with and contribute to the people you want to work with, and don’t stress about CTAs.
What are your authentic codes? These are the principles that are the most important to you and drive your decisions. When you have identified them, you can apply them to analyze different situations and challenges you find yourself in and create a path forward.

📝Permission: Drop whatever shame or fear you have around creating something imperfectly. Step into the fear and remember that this is a superpower, and the fear is going to make it meaningful. [Hitting publish] is also probably a lot lower stakes than it feels in the moment.

✅Do (or Delegate) This Next: The next time you’re feeling stuck on a social platform, spend a few weeks just consuming content. Engage with people, notice what you like and find compelling, and connect with other creators on the platform. This might give you the creative ideas (and additional insight!) you need.

📘Books Mentioned:

Free Time: Lose The Busywork, Love Your Business
Pivot: The Only Move That Matters Is Your Next One
Nonviolent Communication by Marshall Rosenberg

🔗Resources Mentioned:

Inna on the web, Instagram, TikTok
Divine Feminine School of Hypnosis
Podcast: JB on SPARKED with Jonathan Fields: How to Scale While Staying True to Yourself
Dr. Kristen Neff: Self-Compassion
Marissa C. Knox, PhD

🎧Related Podcast Episodes:

117: Tiny Marketing Actions with Pamela Slim
124: JB’s 5 C’s System for Content Curation and Production
048: Ten Timeless Content Principles
Pivot 295: Create a Memory of Your Future Self — On Hypnotherapy with Inna Aizenshtein

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