Hey,
I was on a call this week with a business owner whose best-performing content pillar was hurting him.
His post about deals and discounts kept going viral, and he put it plainly: the deals get me the wrong people. The people who are scrounging the bottom.
Engagement said the pillar was working. His DMs said otherwise.
So here is the fix.
Audit your top post for who it repels
A post can hit 500,000 impressions and still lose you money if every DM behind it is negotiating your price down. Engagement measures attention. It says nothing about whether that attention belongs to your ICP.
The hook decides who replies. A hook built around a discount filters for people who buy on price. A hook that names your ideal-avatar filters for people who buy on outcome.
Think “Executives, VCs, Investors…” or “If you’re a 45-year-old woman going through menopause…”
Do this:
Rank your last 10 posts by engagement and rewrite the hook of the top one to name your real avatar.
Scroll the last few DMs from that post and count price questions versus results questions.
Publish 1 post today that opens with a direct disqualifier in the opening sentences.
If you want your personal brand booking calls with people who can actually pay your price, see if you qualify to work with us (link).
Same 500 followers, twice the real calls
Take a content pillar pulling 500 new followers a month. At our benchmark of roughly 50 followers per booked call, that's 10 calls a month.
If the hook does not filter, 7 of those 10 are price shoppers asking to work below your floor. 3 sales conversations, 7 wasted slots on your calendar.
Swap the hook to name your avatar. Growth might dip a little, but the same 500 followers now produce 10 calls where 6 or 7 are a fit. Twice the real pipeline off identical follower-math.
If you want more booked calls with buyers who fit, off the same content you're already posting, see if you qualify to work with us (link).
Or just reply to this email. I reply to everyone.
Hope this helps.
Cheers.
Marcos
