.png)
Ever spent hours creating social media content only to hear crickets when it comes to actual paying clients? You're not alone. Many business owners pour their energy into platforms like Instagram and TikTok, hoping followers will magically transform into clients – but it rarely works that way.
What if I told you there's a more strategic approach that flips traditional marketing advice on its head?
A Personal Note: I recently presented this framework for the first time at a live event, and I'm still buzzing from the experience! A huge thank you to the incredible community and my mastermind with Tara Dunn for the support and encouragement. Seeing so many lightbulb moments in the audience confirmed what I already knew – this approach really works!
The Problem with Starting on Social Media
Let's be honest – we've all been there. You spend countless hours crafting the perfect post, only to get a few likes and zero inquiries. Or worse, what happens when your content suddenly goes viral? Are you prepared to convert that surge of attention into actual clients?
Without a strategic foundation, most of that attention goes to waste. That's why so many creators with large followings still struggle to pay their bills. Followers don't pay the bills – clients do.
Understanding How Clients Make Decisions
Before diving into the solution, we need to understand how people actually make buying decisions. It's not instant – it's a journey:
- Awareness: They discover you exist
- Interest: They find value in what you share
- Consideration: They evaluate if you can help them
- Decision: They choose to work with you
- Loyalty: They become repeat clients
Each step requires different types of content and different levels of trust.
The Psychology Behind Buying Decisions
People buy differently based on their personality types:
Driver: Results-focused, bottom-line oriented
Expressive: Quick decisions, emotion-driven
Amiable: Relationship-focused, community-oriented
Analytical: Data-driven, detail-oriented
Your content needs to speak to all four types at different points in your client journey. And no matter which type your potential client is, these key psychological principles will influence their buying decisions:
- Reciprocity: When you give value first, people feel inclined to give back
- Social Proof: People trust what others like them have done
- Authority: Demonstrating expertise builds confidence
- Consistency: Small yeses lead to bigger commitments
The Build It Backward Method
Instead of starting with social media, start with your foundation and work your way backward. Here's the framework:
1. Website Foundation – Your Digital Home Base
Your website is where conversions happen – where people go from interested to invested. I've written extensively about how to turn your website into a 24/7 sales powerhouse, and it's truly the foundation of your client attraction strategy.
Your website needs to speak to all four buyer types:
- For driver buyers: Clear results data and statistics
- For expressive buyers: Bold calls-to-action and emotion-driven headlines
- For amiable buyers: Client stories and your personal journey
- For analytical buyers: Detailed process information and comprehensive FAQs
When someone lands on your website from any platform, they should immediately understand what you offer and have a clear path to working with you.
2. Offer Suite – Your Value Ladder
Your offer suite includes your core offerings plus entry points at different price levels.
Each buyer type is attracted to different aspects of your offers:
- Driver buyers love VIP options and results guarantees
- Expressive buyers need easy purchasing and quick-start options
- Amiable buyers are drawn to community elements and personalized support
- Analytical buyers want detailed deliverables and process maps
Having offers at different price points creates a natural pathway for clients to move from first-time buyer to loyal customer.
3. Email Strategy – Your Relationship Builder
Email is where the real magic happens – your direct line to potential clients and the place where you build deeper relationships.
Your email strategy should include something for everyone:
- Send driver buyers data-driven case studies and industry insights
- Give expressive buyers short, punchy emails with special offers
- Share personal stories and behind-the-scenes content with amiable buyers
- Provide comprehensive guides and detailed how-tos for analytical buyers
Email gives you space to build trust over time – something that's much harder to do on social media alone.
4. Free Resources – Your Trust Builders
Free resources give potential clients a taste of what it's like to work with you.
Different buyer types are attracted to different types of free resources:
- Driver buyers love results-focused checklists and ROI calculators
- Expressive buyers want quick-win guides and instant gratification resources
- Amiable buyers are drawn to community access and personal assessments
- Analytical buyers prefer comprehensive guides and detailed workflows
Your free resources should solve a specific problem while naturally leading to your paid offerings.
5. Social Content – Your Visibility Machine
Finally, create your social media strategy – your visibility machine.
Your social content should include something for every buyer type:
- Driver buyers engage with industry insights and results showcases
- Expressive buyers love trend participation and entertaining content
- Amiable buyers connect with behind-the-scenes and personal stories
- Analytical buyers appreciate educational series and detailed tutorials
The key difference? Now your social content has purpose – driving people into your strategic ecosystem rather than just collecting followers.
How It All Works Together
This is what the entire system looks like when it's working together: your social content leads people to your free resources, which get them on your email list, where you nurture them toward your offers, ultimately turning them into clients.
It's a seamless journey that guides people from first touch to final purchase. And because you built it backward, every piece supports the next.
Implementation Timeline
Here's a simple 30-day plan to implement this system:
- Week 1: Focus on your website
- Week 2: Refine your offers
- Week 3: Set up your email sequences
- Week 4: Create your free resources
- Week 5: Plan your social content
Taking it step-by-step makes it manageable, and you'll see results much faster than the traditional approach.
Measuring Success
How do you know if it's working? These are the metrics that actually matter – not just follower count or likes:
- Website conversion rate
- Email open and click rates
- Free resource downloads
- Social engagement quality
- Client conversion percentage
Common Mistakes to Avoid
- Skipping the foundation and jumping straight to social media
- Inconsistent messaging across platforms
- Neglecting email (your most valuable channel)
- Creating free resources that don't lead to your offers
- Focusing on vanity metrics like follower count instead of actual conversions
Your Next Steps
Start by auditing your current setup. Where are the gaps in your foundation?
Then, focus on fixing those gaps first. Maybe you need to update your website, clarify your offers, or set up an email system.
Build systematically from there, following the backward method. And track your results so you can see what's working..
Remember, it's not about doing everything at once – it's about doing the right things in the right order.
Want to dive deeper into optimizing each component?
Check out my blog post on How to Turn Your Website into a 24/7 Sales Powerhouse for more specific strategies on strengthening your foundation.
Ready to implement the Build It Backward method in your business?
Download my free Quick-Start Worksheet to begin attracting your dream clients today!
