Consumer-Facing Social Media Posting Guide (AM06-02)
“The internet never forgets, so post with intention, not impulse.”
– Schieler
Step 1: Understand Consumer Psychology Before You Post
Objective: Recognize the emotional, financial, and perceptual states of your buyers before creating any public content.
Action Steps:
- Segment your audience into personas: Financially stressed buyers, aspirational buyers, and loyal customers.
- Identify what stage of the Buyer Journey they are in (Awareness, Consideration, Decision, Retention).
- Write down the top 5 emotions your target customer feels daily (e.g., overwhelm, hope, distrust, pride, worry).
- Design posts that meet them in their emotional state and lead them toward empowerment, not jealousy, resentment, or intimidation.
“Empathy in marketing isn’t a luxury, it’s your lifeline.”
Step 2: Differentiate Bragging from Strategic Branding
Objective: Share wins in a way that attracts customers instead of alienating them.
The Do’s:
- Celebrate team wins (example: “Our team completed 120+ websites this year, proud of this powerhouse team!”).
- Celebrate client milestones (example: “Congrats to Sarah for reaching her marketing goals with us!”).
- Showcase process pride (example: “5 AM grind to perfect our craft, every detail matters to us.”).
- Frame financial success around service quality or client outcomes, not raw dollar amounts.
The Don’ts:
- Never post personal income, hourly rates, or tips to a consumer audience, it breaks relatability and trust.
- Never hint at being “too busy for small clients”, scarcity should feel exciting, not dismissive.
- Never shame slow periods, client mistakes, or “bad customers”, it signals insecurity, not strength.
- Never post memes mocking broke people, competitors, or “haters”, it attracts the wrong energy to your brand.
“Flexing money earns envy. Flexing mastery earns loyalty.”
Step 3: Align Content with Strategic Buyer Positioning
Objective: Create posts that are not just likable but trust-building and action-driving.
Action Steps:
- Map every post idea to one buyer phase: Awareness, Consideration, Decision, Loyalty.
- In Awareness: Focus on empathy and education (e.g., “Did you know 70% of people struggle with this?”).
- In Consideration: Focus on success proof (e.g., “Here’s how we helped 150+ clients achieve…”).
- In Decision: Focus on trust signals (e.g., testimonials, awards, guarantees).
- In Loyalty: Focus on gratitude and community-building (e.g., “Celebrating 5 years serving our amazing clients!”).
“Every post either builds your bridge to the buyer or burns it.”
Step 4: Choose Language That Reflects Authority Without Arrogance
Objective: Sound like a guide, not a king. Influence through shared success, not superiority.
Tone Tips:
- Use “we” and “us” over “I” and “me” when discussing success.
- Lead with gratitude, every milestone post should thank your customers or team.
- Educate > Entertain > Sell. Only 10% of your content should be direct sales.
- Speak to hopes, not just frustrations. Positive aspiration converts better than negative agitation.
“The humble expert outlasts the flashy rookie every time.”
Step 5: Implement the Final Posting Filter (The 5-Second Rule)
Objective: Prevent tone-deaf posts by creating a standardized checklist before clicking “publish.”
5-Second Mental Checklist:
- Would this post make a stressed-out, financially tight client feel safe, hopeful, or inspired?
- Am I offering value, insight, or connection, or am I asking for admiration?
- Would I proudly show this post to my best customer, a top competitor, and my grandmother?
- Is this post adding to a relationship or demanding attention?
- Would I be okay with this post resurfacing in 5 years during a brand audit?
“If it feels good to your ego but questionable to your brand, delete it.”
Examples of Good vs Bad Posting Practices
GOOD:
- “We just helped 100 businesses reach their goals, feeling grateful and inspired to keep pushing forward!”
- “Client spotlight: Meet John, who crushed his fitness goal after 90 days with our team!”
- “Throwback: Our first office in 2016! Honored to serve a growing community today.”
BAD:
- “Just made $2K before noon. Don’t talk to me unless you’re at this level.”
- “Another broke client trying to negotiate my rates, know your worth, kings and queens!”
- “People who can’t afford me shouldn’t even DM me. Period.”
Book List to Deepen These Skills
Branding & Relationship Building
- Building a StoryBrand by Donald Miller
- Hug Your Haters by Jay Baer
- Influence by Robert Cialdini
- Contagious: Why Things Catch On by Jonah Berger
- Start With Why by Simon Sinek
- Show Your Work by Austin Kleon
