Welcome to season two of Point of the Story! We’re coming in HOT with an all-guest lineup — starting with none other than my brilliant, hilarious, famous, cottage-cheese-obsessed bestie, Xanthe Appleyard.

If you don’t already follow Xanthe, you’re missing out on the kind of social media strategy that actually makes sense, one that is based on real connections that turn into real sales. She’s the type of person who could launch anything, and people would buy it just because she made it. And in this episode, she’s spilling all the tea on how to make that kind of magic happen in your own business.

We recorded this episode curled up on her couch in LA, where I was deeply considering squatting indefinitely. Meanwhile, I’m now back in Massachusetts, staring out at the ice and snow, wondering why I ever left.

TOPICS & TANGENTS

— Why social media is a relationship and not just a numbers game

— How to create content that actually connects (instead of just screaming into the void)

— The myth of “niching down” and what to do instead

— What it actually means to be a thought leader — even if you don’t think you are one

— The art of never shutting the hell up about your offer

— The very serious topic of Xanthe’s deep love for cottage cheese

POINT OF THE STORY

Social media works best when it’s human. Lead by showing up, starting real conversations, and making your audience feel seen.

GIVEAWAY

Want a free order of bean water on me? Tag me @btlcopy and @xanthe.appleyard on your Instagram story while you’re listening, and one lucky winner will get TWO caffeine fixes on me!

AND — count how many times we drop the F-bomb in this episode. DM me the number, and you could win a free Millionaire Moment subscription.

Love you, mean it. 🖤

XANTHE LINKS

— Follow Xanthe on Instagram

— Check out Oh Sierra’s website

— Listen to Love You to the Core on Apple or Spotify

— Listen to the episode “Love Folliculating All Over Town (Guest Episode with Sara Noel)” on Apple or Spotify

— Listen to the Millionaire Moment private podcast episode with Xanthe on Substack

— Life of the Party - Xanthe’s content strategy program

— Xanthe’s favorite yogurt and cottage cheese

— Xanthe’s walkout song

BTL LINKS

— Use code "MILLIONAIRE" for $100 off my website copywriting course, Site Series Sprint.

— Join the Point of the Story community on Slack.

— Leave feedback or episode requests in our Suggestions Box.

— To stay up to date with all things Point of the Story, follow on Instagram and Substack.

— Follow me on Instagram, Threads, and Substack.

— Subscribe to my newsletters Tuesday Table of Contents for one marketing tip, once a week and Millionaire Moment for the insider tea on how I plan to make $1 mil in sales by my 31st birthday.

— Check out my website betweenthelinescopy.com.

OTHER LINKS

— Caitie Cupples Creative - my amazing student!

— Green Chair Stories- copywriting for photographers

This episode was edited by ⁠Adrienne Cruz⁠.

TIMESTAMPS

00:00 Welcome to Season 2!

00:42 Meet the Famous Xanthe Appleyard

05:10 Rapid-Fire Squirrel Brain Questions

15:44 Social Media is a Relationship

19:52 How to Actually Understand Your Audience

23:14 How to Create Content that Leads to Sales

29:48 “I’m Not a Leader” & Other Lies We Tell Ourselves

38:49 Simple Tweaks That Will Transform Your Content

41:48 Do You Really Need to Niche Down?

47:51 A Life-Changing Tip About Cottage Cheese

49:27 Time is Relevancy

51:00 The Power of Never Shutting the Fuck Up

52:55 Our Content Themes

56:45 Closing