05/30/2026
I tell people this privately all the time, because I didnāt want anyone to be under the impression that this is a me-problem. But, Iāve been putting on my brave face lately; so here goes.
Iām going to give the punch line away right away because I donāt want anyone to feel like Iām spending a whole post reeling them in:
I rarely CLOSE someone through my social media alone.
The truth is, only about 20% of my clients have hired me without a Zoom call, meeting, referral, consultation, or existing relationship.
The biggest lie youāre being told is that attention automatically turns into sales. That if you get over 100 likes on a post, you should have 10 conversions from that post.
Social media doesnāt sell.
People sell.
For high ticket, retainer packages, my conversations might start through social media but the sale happens outside of that- On a Zoom call. Over coffee.
Through a referral.
In person at an event.
During a talk through someoneās concerns.
We are unlikely to buy from a company that we simply donāt REALLY know.
Letās say Iām trying to sell you wine.
I post a bottle of the wine.
Beautiful photo.
Nice caption.
Maybe even 200 likes.
Are you buying it?
Probably not.
You donāt know me.
Youāve never had the wine. Youāve never visited the winery. No one has invited you. No one you know has talked about this wine. No one you know has shared about it.
The only way you would buy this wine, outside of these circumstances, is through parasocial relationships.
An influencer recommendation from an online PERSONALITY (not brand) that you have come to āknowā as they are chronically online.
Maybe a recommendation from a magazine that you have come to trust through social proof.
Or maybe a really, really good ad that pops up multiple times and speaks to solving specific needs you have.
Social media posts in a āsalesā format alone, will not sell you this wine.
You need to have another connection outside of your brandās social media alone.
For the 20% that you CAN sell on social media, you need your brand to create trust. Not because youāve told people how great your product is, but because youāve shown them the heart behind it, and how much other people love it.
Heart = the language you use when you talk about your work. How often you share the people in your business and how you talk about them. HOW you talk about your product - specifically the work you put into it. Whether or not you respond to your customers - if you can have fun with them, treat them respectfully. Social media is where new customers can see those interactions.
Love = not just sharing reviews, but being sure to reshare and collect content from real customers. Take pictures that show people at your business, your event. Work with content creators and micro or larger influencers. Amplifying nice comments by responding to them and bumping them to the top. Ask friends, family, loyal customers (through incentives) to share your business on their own socials.
It could even be that a potential customer has many mutuals who follow and interact with your brand (social proof).
Social media creates familiarity.
Trust closes the deal.
People sell.
Relationships sell.
Trust sells.
Social media simply gives those things a place to start.
This doesnāt mean social media isnāt important.
Quite the opposite.
Social media is often the introduction.
But introductions and relationships are not the same thing.
It took me a long time to admit that, because Iām a social media manager and people expect me to tell a different story. But itās true.
