Hey friend,
One of the most common things I hear from founders on calls: the follower count is going up, and nothing else is.
No new deals from it, no inbound from the right people, nobody on a call saying they found them through their posts, ROAS stagnant, email list dwindling…
They usually assume they need more reach. Almost always, the problem sits in what the reach is built on.
Here is what I tell them.
Post your expertise and your opinions at least as often as your stories
Every personal brand runs on 5 pillars: Personal, Expertise, Social proof, Trending, and Opinions.
Personal stories and trending takes are great for reach. They bring in people who like you. Expertise, proof, and strong opinions bring in people who want to buy from you.
When a founder's growth comes almost entirely from the first 2, they end up with a big audience that enjoys their content and has no idea what they actually sell.
Do this:
Sort your last 15 posts by pillar and count how many are Expertise, Social proof, or Opinions.
If that count is under 7, make your next 5 posts about a specific problem your buyers pay you to solve, with the numbers from a case study.
Write 1 post this week stating a hot take, and explain why you’d die on that hill.
If you want your follower growth bringing in people who actually buy what you sell, see if you qualify to work with us (link).
Or just reply to this email. I reply to everyone.
Hope this helps.
Cheers.
Marcos
