Do you want my biggest secret to getting the Facebook algorithm to show your offers more?
Here it is: Don’t write the offer in a spammy-sounding way. 🙂
You might not think you’re doing this, but if you’re getting little visibility and few leads/inquiries, you probably are – at least to an extent.
Here’s a great example.
Whenever I put a post up inviting people to join my email list, it usually gets a lot of likes, a few comments, and 10-20 people signing up.
And a lot of people who see the post and the engagement are mystified by this.
I’ll get messages saying, “Hey Eleanore – how did you get that post to be seen? I post all the time inviting people to my email list and the posts never seem to be shown. No one engages and I don’t get any signups.”
And I’ll say, “Can I see an example of a post you made about your email list?”
The example they share is usually one of the “big letters with colored background” posts that says something like, “Who wants to join my newsletter??”
And I instantly know why that’s not getting seen or getting responses.
“Who wants to join my newsletter” sounds spammy! It’s just “noise.”
Why? Because it’s vague.
What does “newsletter” even mean?
What kinds of emails do you send?
How often do you send them?
About what topics?
Aimed at getting what kind(s) of result(s) for the people reading them?
Etc.
When I share an invitation to my newsletter, I’m always very specific about what the newsletter IS.
I’ll usually start with something like:
“This is an invitation to receive daily emails from me.”
(“Daily emails” is already way more specific than “newsletter.” It tells how often people will hear from me.)
I’ll also say something like:
“These emails are mainly re-purposed Facebook posts and other long-form content that is similar to what you are used to and enjoy reading from me on Facebook.”
(note: if I didn’t also market using long-form Facebook posts, I would need to be a lot more specific here about what kind of content I send via email, because people wouldn’t have this reference point to compare it to)
Often, I’ll also share some kind of benefit/results statement or credibility statement like:
“I’m often told that these are the most valuable emails that people have ever received from any email list ever.”
(I only say that because it’s true – obviously don’t say stuff like that if it’s not true 😉 )
Or:
“Some readers have told me that they applied the insights from these emails to get more enrollments to their high-ticket programs. So cool, as they haven’t even worked with me or paid me a penny.”
Are you seeing the difference between this kind of descriptive post and simply shouting, “WHO WANTS TO SIGN UP FOR MY NEWSLETTER?”
🙂
Good. Because the difference is a giant one!
There are so many, many examples of how you can get your posts seen by writing in a more-descriptive-less-spammy way.
If you’ve seen my 500-word offer post framework for pitching a high-ticket program, you know that we begin that with a “result” statement, e.g.: “This is an invitation for [WHO] starting at [STARTING POINT] to work with me to get [RESULT].”
When I work with clients on refining these offer posts, I usually spend the most time nitpicking what they say in that one beginning sentence.
(That sentence may be the only thing readers see in their feeds before Facebook cuts off the post with a “see more,” so it’s super important. It’s got to be very descriptive and very very NOT spammy.)
An example of the spammier/noisier way to write one of these would be:
“Coaches and experts, you can work with me to make $10K/month!”
That’s quite spammy, even annoying, for people scrolling Facebook. It’s low-value – precisely because of how vague it is. “Make $10K/month” is not a specific outcome – not in my world, anyway. 😉
[Oh, and also, everyone’s saying it.]People tend to scroll past low-value posts, which is why the algorithm doesn’t give them much love. Simple, really.
So what’s the non-spammy way to lead off that particular offer?
Well, I can’t tell you without knowing a lot more about what it is that person actually does.
And that’s why I ask clients so many questions when they submit those kinds of statements to me. I want to know HOW they actually get people to $10K/month and what it involves.
There are infinite ways to make $10K/month, and any individual person definitely isn’t an expert on all of them. So, to remove the vagueness, you’ll want to share which way you’re an expert in.
An example would be:
“This is an invitation to coaches and experts who offer a self-study course priced at $500-$1000, are already getting a couple of sales per month and would like to get at least 10 new students per month, adding up to $10K/month or more.”
Or:
“This is an invitation to coaches who offer a 1-on-1 program priced at $2k or less, are currently making a sale or two each month and would like to earn at least $10K/month by doubling their prices and slightly increasing the number of sales they’re getting.”
Do you see the difference between those and “Make $10K/month!!!” ?
There are many more specific outcomes underlying the outcome of “make $10K/month.” Like “sell 10 $1K courses per month” or “sell 2 $5K 1-on-1 programs per month.”
By saying what the underlying outcome really is, you’re instantly being more specific and less spammy.
You’re also instantly elevating the value of your post by a factor of about a million – because now the post is no longer a waste of time for the reader.
(Yep, saying “make $10K/month” and taking forever to say how you do that – or never saying it at all – is a waste of time for your reader because they have to work really really hard to understand whether this offer is for them or not.)
The more specific way is hugely respectful and high-value to readers because it instantly filters the people who want to make $10K/month THAT WAY from those who don’t.
And that’s why the algorithm rewards the more specific posts.
Because, after all, what the algorithm rewards is based on what actual human beings find valuable. 😉
Does this make sense?
In my 30-day 1-on-1 program, I apply this kind of analysis to pretty much everything you write – including and especially your offer posts and your lead-generating value posts – so that no matter what the algorithm does, you’ll always be aligning with universal principles of human behavior and thought.
Which means that, unless the whole internet shuts down, you’ll always have a way of generating leads and clients. Yay! How amazing is that?
And, in my group workshops (which take place a couple of times per month and you can always find the next dates on this page), I work with participants solely on that introductory piece of the offer statement – the part that talks about the outcome you provide, in a specific and non-spammy way.
(Of course, you get this help in the 30-day 1-on-1 program also – the workshops just break off this piece and address it on its own.)
If interested in either the 30-day program or the group workshop, simply send me a DM on FB and we’ll have a quick text exchange to see if the offer is a good match for you and your business.