The $25,000 "Floppy" Post
How in the world is it possible to make $25,000 from an “underperforming” social media post?
Sounds impossible, but the compound effect is the secret sauce for every business owner out there using social media.
I see a lot of business owner (and even social media strategist!) obsessing over going viral.
But while going viral feels amazing, you shouldn’t underestimate the power of those posts that don’t exactly set the internet on fire.
Here’s the thing:
Content that “flops” isn’t a failure.
In fact, is an awesome learning opportunity. That “flop” can teach you a thing or two:
Maybe you need to change the format
Maybe you need a better idea
Or, and this is where it gets interesting, maybe you just need to let it be because it’s working in a different, less obvious way.
Let me explain that last one, because it’s a game-changer for your business.
My $25,000 "Underperformer" Story
A while back, I had a Facebook post for a client that only got about 1,500 reach. For them, that was pretty low. We're talking "underperforming" territory, for sure.
But here's where the magic happened: among those 1,500 people, a couple were absolutely fascinated by the product we were showcasing. Within hours of posting, an appointment was set. And next thing we knew, this guy was forking over $25,000 cash for that specific product!
The salesman later told me the customer found us through social media.
So, naturally, I had a quick chat with the guy. He was totally complementing my work, saying it was the first time he heard anything about the brand. But he told me our Facebook presence was so strong, he decided to trust us.
Isn’t that crazy? And the guy had another 5 appointments to check similar products, but he chose to visit us first!
The rest, as they say, was all thanks to the amazing sales team.
What's the Real Takeaway Here for Your Business?
You don’t need every single post to go viral. That is not the ultimate goal for a sustainable strategy.
What you really need is to build trust with your content. This is where the compound effect comes in.
Think of your content as pillars that support your entire brand house. Each piece, even an "underperformer," is a building block. While one post might not go viral, it might get in front of that one person who is looking for exactly what you offer. And when they find that one piece, the best way to leverage that interest is to have a robust foundation of previous content that encourages them to:
Trust you.
Like your brand.
Or simply click "book now" on your website.
This is about creating a comprehensive online presence where every piece of content, over time, contributes to a stronger, more trustworthy brand image.
You can go viral and still have the chance to make zero money, and you also have the chance to make $25,000 from a post you initially thought was a total failure.
Ready to Make Your Social Media Work Smarter, Not Just Harder?
If you're a business owner feeling like your social media isn't translating into real results, let's chat. I help businesses like yours build that robust online presence and turn "underperforming" posts into profitable opportunities.
Ready to stop chasing likes and start attracting paying customers?
Or send me an email at info@thevarto.com
