Why you shouldn't sell information on social media

Selling information online is very effective and lucrative since humanity spends so much time on the internet.

Entrepreneurs who sell an information product or coaching therefore leverage that fact and build audiences on social media which they then send to their offers.

But if you aren’t new to this game you know the difference between cold, warm, and hot leads.

Cold leads have just met you, warm leads know you and hot leads love you.

When sending traffic from social media to an offer directly, it’s unlikely that anyone but someone who loves you will buy your product or service.

But since traffic is essential you will have to put it as link-in-bio, and will also have to promote it in your content constantly.

Losing the goodwill of cold and warm leads is the consequence.

How to warm up leads

Outside of the fact that the info space has a reputation for being scammy, it’s just weird to ask someone to give you money if they just met you.

Not from the perspective of the entrepreneur of course, but certainly from the perspective of someone who spends time on social media.

After all, you are a person primarily, not a product.

If your link-in-bio leads to a sales page, you lose goodwill.

If you have to pitch your offer consistently in your content to produce traffic, you also lose goodwill.

The solution is simply an intermediary asset that warms up traffic. Something that can be put as link-in-bio, and something that can be pitched consistently and that provides massive, free value.

The purpose of this intermediary asset would be to make cold leads warm and warm leads hot. Already hot leads will buy anyway, they just go through some value before.

The heart of your content machine

This intermediary asset can be a telegram channel, a webinar, a free Skool community, a blog, or a newsletter.

I’m sure other acquisition channels are being used but these are the most common ones.

Here’s why I think that a newsletter that’s also published as a blog is the best one of those:

If you send traffic to a website that includes a free newsletter opt-in and also houses a blog, you can provide lots and lots of value to your leads while pitching them something.

Following Gary Vaynerchuk's wisdom of “jab, jab, jab, right hook!”, and publishing a weekly newsletter/blog, 3 out of 4 blog posts will be pure value to your readers.

The 4th one will convert at such a high rate that it will make up for all the charity work.

By this, you’re sending your cold traffic to AN OVEN.

But the beautiful thing about newsletters is that it fuels every other part of your business.

A weekly newsletter can easily be used as a script for a weekly YouTube video.

A weekly newsletter can easily be dissected into 7 info-dense tweets.

And here comes the very uncomfortable but also the most beautiful part:

a weekly newsletter forces you to consistently improve your product.

Why you should give it all away for free

Since business means nothing but solving painful problems for your target avatar, improving your product should be your primary concern.

Even if you’re already generating 6 to 7 figures, the growth/longevity of your business is capped by the improvement of your product.

Content marketing means giving away free knowledge. You can’t provide the same knowledge over and over again. You also can’t deviate from your topic every time you get too deep into the sauce of your product.

What has to happen is that your product has to get better constantly.

Your newsletter, if an actual representation of your product, should leave a trail of past product versions behind it.

But your product will always be the most up-to-date and thought-through solution to the avatar’s problems.

What’s calming however is that a weekly newsletter isn’t much compared to a whole product. Writing down your entire product would probably take 10 or 20 letters containing nothing but pure advice and actionable.

If you add the writing style used in newsletters you might fill the whole next year with your current product version.

One year is also enough time to produce a whole new version, a much better one.

You get the point.

A different approach would be to use your newsletter to consistently add to your product, and build your product from there. Asking your readers what they like could also give you insight into what works and what isn’t.

But these two approaches can be combined of course. It’s not black and white.

If you are convinced and would love to add a newsletter/blog to your business, but don’t have the time or other reasons that prevent you from making this step, book a free call with me to see if a collaboration would make sense to you: I love newsletters

I hope you enjoyed this letter about letters.

If not, why did you read so far?

Anyways.

See you next Saturday!

Ömer