My General Guidelines

• Don’t sell like the other person has your income. Say big numbers and discuss long timelines with confidence. Don’t sell out of your pocket or background. 

• There’s a huge difference between business expenses and personal expenses.

• Your brand needs to feel like a TRUSTED-EXPERT-FRIEND to your audience.

• Don’t oversell. Once they’re on board, don’t bore them. Serve them.

• Find ways to educate with humor and ease. If you can’t teach it to a 6-year-old, then you don’t know it well enough. 

• You should be building your personal brand and professional brand simultaneously.

Content Strategy

Long-term Relationship Building: 

• Youtube

• Facebook

• Instagram

• TikTok

• Website

Main-stay platform: where your brand lives

• Instagram (7/10 people consume media on this platform)

• Facebook

• X (Twitter)

• TikTok

Instagram

Feed

• Viewed because it’s in the feed

• Quantity > Quality

• The goal is not to teach people here

• It’s better to help people get to know you better

• Rapidly indoctrinate: who am I, why do they care?

Story

• Update highlights

• Watched voluntarily

• Don’t post here what you wouldn’t post on feed

• Quality > Quantity

1. Asset list

• Anything you have that your audience struggles to create

• e.g. healthy lifestyle, happy marriage, travel, friends, not always monetarily based

2. Advantages list

• What sets you apart from the rest

• Awards, accomplishments

• Competitive Performance Data

• What you overcame, story of homelessness, illness, etc. 

3. Associations

• Top 20 influences

• Mentors

• Books

• Peers

• Client Success Stories

• Testimonials

• Long Term followup

• Before and After

• Connections

• Relate to all small parts of your audience one at a time
  e.g. those who love pets, love, snowboarding, gardening, etc. 

• Hobbies, interests, origin story, hard to share

• Response to comments (as a post)

*We usually think of posting for existing followers.

You must post for new followers to grow. Duh.

Investing in growth for your grid strategy:

• Post for people who followed your profiles today (not for existing followers) - this feeds the algorithm

• Existing followers watch stories

• What you want people to know about you

• Put yourself in a crafted frame so people don’t put you in a box

• Determine what people will say about you!

• Regularly repeat the same information so people get the branded message

• If we don’t know where someone came from but we know what they do, we are uncomfortable. Social media is about relating.

Define Your Image

You are in the spotlight whether you like it or not. Your image is how people view you. You can’t control their idea of you but you can definitely influence the ways that they see you. In their brain, you are another computer file. What should they know?

STAY IN YOUR LANE AND OWN IT

• What’s your name

• What do you do now

• Where do you come from

• #1 Hobby or interests that come up if you spend time with me

*REPEAT THIS IN YOUR CONTENT AND CAPTIONS

Format: 

• Play on the side of the platform (e.g. Instagram doesn’t want people to leave the platform [so don’t use swipe up unless necessary], post more videos)

• Post lots of reels

• Always be aware of how you’re posting and how to please the platform

• Avoid posting black and white old school Instagram

• Unless it’s a major life moment photo, try to post a video

• Deliver education from your box (candid)

• I remember when I…. [story], then I learned this.

• YouTube viral math: click-through rate (thumbnail and title) x watch time (how long is it interesting)

Grid Post Ideas: 

• Lists (top 3 ways to)

• Bust myth (you’ll never believe which)

• Rant (emotionally charged content)

• Tool (this app helped me, this software, this business, product, etc.)

• Incorporate celebrities (How Warren buffet does XYZ, how Leonardo makes friends, basically someone successful accomplished success how that makes sense for your followers)

People who don’t want to be in a box (e.g. lifestyle influencers)

• Doesn’t really work

• People can’t trust you if they don’t know what you do

When to hire a photographer/ videographer, DO NOT. Hire a video editor. We aren’t filming Lord of the Rings. Editing is easy, so you can hire someone very eager. If you’re spending a lot of money on social, then hire someone great to do graphics, etc. 

POST ABOUT SUCCESS → TEACH HOW YOU GAINED SUCCESS 

If you can’t convert 10,000 people to buy from you, then you need to figure out your strategy better. 

>> BASELINE LEVEL SOCIAL CREDIBILITY <<

• THAT’S WHAT YOUR brand needs

• You don’t even have access to all of Instagram’s business features until you hit 10k

• Instagram doesn’t take you seriously or promote your posts until this happens

• No one wants to follow someone with less than 1k or 10k because it feels like you’re a stranger

• It will pay for itself 

Engagement boosting is a tool. Incentivized growth is the only way to hit big growth 10k 

The algorithm has changed for the worst for organic growth because it’s the game. (e.g. Facebook reducing fan page attention.)

An effective salesman is a trusted expert friend. If your client really needs something, do it for them.

ALWAYS work to build a personal brand as your core brand so that when you start a new business, it’s not weird to mention those…