How the Best Self Journal used social to make me a customer
This month’s social media win goes to the Best Self Journal. The Best Self Journal is a product that I would normally not buy, however, their social media marketing convinced me.
Let’s go back a few weeks. If you don’t know me well, you might not know that I try to squeeze every second out of most days. My days start at 4:30 in the morning so I can accomplish all the things I want to each day. Every day I go to bed and wake up at the same time, 4:30, even on Saturdays and Sundays. I draw attention to that because it points to my desire to optimize myself. If you wake up and go to bed at the same time every day, it actually makes waking up at 4:30 natural and not a problem. I know if I do that, not only do I gain time on the weekend, but I also make Monday morning easier.
I started seeing ads for the Best Self Journal a few weeks ago. I wish I had a screen shot now, but it was a pretty simple ad talking about making the best of life and working toward goals. (Social Media Move #1: They targeted me based on interests, probably liking Entrepreneurs and Gary Vee) The thing that caught my eye was that I had one friend who liked the page. That friend is a high achiever and works for one of my favorite companies in America. (Social Media Move #2. They targeted friends of people who like their page, adding social credibility to the product.)
When I saw this ad, it told me I could accomplish more and that my high achieving friend, whom I have lots of respect for, also liked their page. So I ventured in. They had a good website, but I was still not sold.
So I left. And I forgot about it.
Then this ad came through my feed:
This ad was targeted to me because I had visited their website or interacted with their page. I had expressed interest and they were reminding me of that. (Social Media Move #3: Retargeting based on interaction)
Best Self Co. also makes available their entire book, the product they sell, for free. In a printable PDF format. I was impressed by their belief in the product. What they are saying with this is that they are so convinced it will work, we will want to pay for it if we try it. (Social Media Move #4: Give something away, building rapport with customers.)
I started looking again and reading reviews and decided it was worth a try. (Social Media Move #5: Don’t give up after showing your ad once to someone. It takes time to sell someone.) I convinced my wife to join in as well and we ordered two books. Today was the first day of us trying them out. So this post is not a recommendation yet, but an impressive look at an effective social media sales funnel.