You’re sharing great content on Facebook. You have tons of Fans who Like, share and comment on everything you post. But why are none of them are becoming pay customers?!! My guess is that you’re not creating content that drive sales. You don’t want to make posts that are funny, but have nothing to do with your products. And you don’t want to make posts that are solely about your products. You want to tell an interesting story that includes the product. In this presentation I’ll show you 4 ways to create posts that turn Facebook Fans into paying customers. Learn more at http://blog.wishpond.com

1. 4 Simple Ways to Turn
Facebook Fans Into
Paying Customers

3. Table of Contents
1 “Fan-Only” Coupons Create an Incentive to Buy
Tell a story that includes your product2
3 Build Trust with a Behind-the-scenes look at your products
4 Customer Testimonials are your secret weapon

4. “Fan-Only” Coupons
Create an Incentive
to Buy
1

5. Example coupon Facebook post below with my critique:

6. How do you create a coupon on Facebook that will maximize sales?
1
Concise Call-To-Action: Keep it simple stupid. The call-to-action can
be one of 3 simple formats: Either “Claim your coupon: [LINK]” or “Use it
on [Website URL]” or “Use it in our [Address] Store location”
2
Image of what you can buy: Show them your most enticing
products so they can see something they want to use the
coupon on. If they don’t think you sell anything they want,
they’ll have no reason to claim the coupon.
3
Description of how you use it: Don’t leave any questions. Tell
them exactly where and how to use the coupon so they feel
confident enough to click.
4
Very small amount of text: The shorter the better. People don’t
read on Facebook, they skim. And if they see a wall of text they’ll
likely skip over the post completely. My rule of thumb is to keep your
posts to 140 characters, just like Tweets.

7. Tell a story that
includes your
product
2

8. Tell a story that includes your product
A product by itself is boring. It only becomes
exciting when you show people all of the cool
things you can use it for. If you post a photo of a
hedge trimmer no one will care.
But if you show a hedged trimmed to look like a
giraffe with a link to see how to do it, people will
be interested.
The example from Walmart (left) is great. It sells
the products necessary to grow your own
salsa without even mentioning them in the
text. Instead, they show them in the photo of a
typical backyard.
In this way, the text is kept short and punchy.
The average person skimming their News Feed
will easily be able to digest this.

9. 4 Ways to Optimize “How to use a product” posts:
1
2
Images are superior to words: Tell the story using a photo: Show the
end result or process of what can be accomplished using your product
Solve a Problem: Giving people cool new activities to do are great, but if
you can show them how your products solves one of their problems, you’ll
give them a hard reason to buy.
1. Don’t focus on the product: Focus all attention on the results and activity -
how fun or fulfilling it is. Only mention the product as a facilitator of it.
Drop in Well-Known Names: Discuss how celebrities use your products
(or that type of product)3
4

10. 3 examples of how to use this formula
1
2 Find out how Kate Upton keeps herself looking so fabulous: [LINK]
Learn how to create your own necklace made of [Material]: [LINK]
Find out what Lebron James ate and drank to keep his mind and
body in shape to win the NBA Championship: [LINK]3

11. Build Trust with a Behind-
the-scenes look at your
products
3

12. Build Trust with a Behind-the-scenes look at your product
Apart from the fact that there’s free wine - people
love going on winery tours to learn about how the
wine is made. When a person has a better
understanding for the materials and processes
used in the refining of a product they appreciate it
more.
It’s just like when you appreciate a colleague more
when you see how much work they put into their
projects.
Anthropologie introduced a new collection with an
interview with the founder. Founder interviews are
great. They allow you to get a look at:
- why they started the business,
- what their inspiration is for their products
- how they choose which products to make.

13. 2 More Ways to Drive Sales Using Behind-the-scenes Posts
1
Employee Interviews: The people behind the product are just as
important as the product itself. Model them as experts and ask their
opinion on the products and how they use them at home.
2
Show how your products are made: The more people
understand the workings of your products, the more they will
respect them. Some people may think that your products are
cheaply made or made with cheap materials. If you show them the
time, effort and quality behind your products, they’ll respect them.
And it will give you a leg up over all competitors

14. Customer Testimonials are
your secret weapon
4

15. Customer Testimonials are your secret weapon
Fans are interested in what their friends and
peers are saying, not your business. They don’t
want to see self-promotion, they want to see
cool things that real people are doing. And
customer testimonials are your way to give
them that.
This post from Coca Cola is great. It’s a real
image and quote from a Coca Cola Fan that
shows a girl and her cousin bonding over a
Coke.
For a merchant who wants to emulate this
though I would include a call-to-action to do
something. A hard sell isn’t what you want, but
a link to a piece of content that expands on the
idea in the post would be perfect.

17. Thank you for viewing!
Check out blog.wishpond.com for more!
Wishpond makes it easy to run social media
marketing campaigns.
Learn more at Wishpond.com