Hello friend,
I was on a call this week with a founder who said something I hear more and more.
I feel very nervous for the people who are all in on Instagram, because everyone gets banned from Instagram, and then your whole business is just gone.
He was right to be nervous. If 100% of your leads, your DMs, and your proof of expertise live on one app, you do not have a stable business.
So here is the framework I gave him.
Turn every post into a path to a list you own
Every piece of content should lead a stranger into your DMs, and every DM should lead into an email list you control outside the platform.
That’s the system in a nutshell: post, DM, list.
A platform can suspend, shadowban, or de-rank you in a day, and it will not explain itself. The list is the asset that survives it.
Do this:
Pin a post today that offers something free for a DM keyword, for example reply GUIDE for a resource built around your ICP's exact pain point.
Within 24 hours, throw up a 3-field signup page (name, number and email) and put that link in your bio so every profile visit can become a lead
Take your 5 best-performing posts and republish the core idea, rebuilt for the format, on 1 platform you are not active on yet this week.
We're looking for founders, coaches, and consultants doing $100K+ a month who want their personal brand booking calls without the whole business riding on one algorithm. See if you qualify to work with us (link).
Post, DM, list: the math on the asset you own
Say your content pulls 400 DM conversations a month. If 15% of those people hand you a number and email, that's 60 people a month who now exist outside the platform's control.
12 months of that is a list of 720 people who are in your pipeline outside of Zuck or Elon’s control
Bans rarely come with a reason. Accounts with 40,000 and 80,000 followers disappear with 0 warning and 0 appeals that work, and the DMs go with them.
One idea, 3 platforms, 3 formats
The second half of the framework is distribution.
A tweet becomes a LinkedIn post becomes a Youtube community post.
A lot of founders think omnipresence means 3x the work (only true if you don’t build a real engine)
We build this for clients as one system, so the same hook feeds 5 platforms and every one of them points back at the list.
If you are on 1 platform right now you are capturing maybe a third of the attention your idea could earn, and 100% of your downside sits in one company's terms of service.
Build this before you need it.
If you're a founder or coach at $100K+ a month who wants booked calls from a brand that can survive a ban, see if you qualify to work with us (link).
Or just reply to this email. I reply to everyone.
Hope this helps.
Cheers.
Marcos
