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As a founder, your intuition is to attraction to everybody. Traders. Prospects. Companions. The entire world looks like your viewers.
And that intuition is killing your posts.
The most important mistake I see founders make on social media is making an attempt to talk to everybody directly. The end result? Your message hits nobody with any energy. Social media works when one individual on the opposite facet of the display screen feels such as you’re speaking on to them. And solely them. That is once they cease scrolling. That is once they like, remark, DM and share.
If you happen to’re writing posts for a crowd, you are mixing into the noise. If you happen to’re writing for one individual, you are chopping by means of it.
Discuss to the ONE.
Take into consideration the final time you heard an awesome keynote. 1000’s of individuals within the room, but it surely felt just like the speaker was speaking simply to you. That is the impact that you must recreate in your posts.
Here is methods to do it
- Use direct language. Say you. Not “groups,” not “leaders generally.” You.
- Name out precisely who you are chatting with. “As a founder…” “If you happen to’re main a small staff…” Be very particular.
- Match their language and tone. Discuss how they speak. Tech founders learn in a different way than family-run restaurant homeowners. Traders hear you in a different way than prospects.
- Anchor it in actual experiences. Share tales your “one” will nod alongside to and relate to.
- Ask questions. Maintain it conversational. If you happen to would not say it out loud to a buddy, do not publish it.
The objective is connection, not protection.
Associated: 11 Social Media Secrets and techniques Each Enterprise Ought to Be Utilizing in 2025
Who’s your ONE?
Earlier than you write the publish, get clear:
- Is that this message for buyers?
- Is it for potential prospects?
- Is it for friends and different founders?
Choose one. Communicate to them. Let everybody else pay attention in. Being direct is not sufficient. You even have to interact. Reply to feedback. Ask follow-ups. Maintain the dialog alive within the remark part. The magic of social media is not within the publish; it is within the dialogue that occurs after.
Sure, it takes extra effort to do it this manner. However the payoff is actual. You may begin seeing responses from individuals who “get it,” and that is how networks and types are constructed.
By the best way, this precept is not simply on your social media work. It applies to the whole lot: your web site, your pitch deck and even the way you write emails. If folks do not feel such as you’re talking on to them, they will bounce. However once they do really feel it? They keep. They interact. They purchase in.
And here is the kicker: once you begin specializing in one individual, you may be shocked at what number of “ones” truly present up.
The ONE-Particular person Framework (quick filter earlier than you publish)
Run each draft by means of three fast checks:
O — Final result:
What single end result does your reader need proper now? Title it within the first 1–2 traces.
N — Narrative:
Inform a tiny story (3–6 sentences) that proves you have been the place they’re.
E — Engagement:
Finish with an invite that is simple to reply: a sure/no, a alternative, a “fill-in-the-blank” or “DM me ‘PLAYBOOK’ if you’d like the steps.”
In case your publish cannot move O-N-E in beneath a minute, it is nonetheless written for a crowd.
Unhealthy vs. Higher (identical thought, three audiences)
Generic (dangerous):
“Founders, development is about specializing in prospects and elevating capital effectively.”
Investor-focused (higher):
“If you happen to write checks, here is the one metric that issues for us this quarter: money payback in
Buyer-focused (higher):
“If you happen to’re a CFO bored with shock SaaS overages, here is how we cap your spend in 30 days with out switching instruments. Step 1:…”
Founder-peer (higher):
“Bootstrappers: cease optimizing your brand. Ship a clunky v1 to 10 paying prospects. Here is the e-mail I ship to get these first 10 calls.”
Associated: Methods to Market Your self on Social Media in 4 Steps
Micro-examples you possibly can steal
- Hook for buyers: “If you happen to care about repeatable income, take a look at this: 41% of logos purchased a second product inside 60 days. Here is why.”
- Hook for patrons: “In case your onboarding nonetheless takes 14 days, do that 3-email sequence. We lower ours to 72 hours.”
- Hook for friends: “What truly moved MRR final month (and what was a complete waste of time). Numbers and receipts under.”
A easy publish template (fill in and ship)
- Name the ONE: “If you happen to’re a [role] who’s caught with [pain]…”
- Promise an end result: “…here is methods to get [specific result] in [time frame] with out [common objection].”
- Proof/story: 3–6 sentences. Quick, concrete, credible.
- One clear step: “Begin with [step 1].”
- Engagement: “Need my guidelines? Remark ‘CHECK’ and I am going to ship it.”
The 30-minute weekly workflow
You do not want a content material division. You want a behavior.
Monday (10 min): Choose your ONE for the week. One viewers. One end result.
Wednesday (15 min): Draft two posts. Use the template. Minimize filler.
Friday (5 min): Present up within the feedback for five strong minutes — reply, ask, invite DMs. That is it. Consistency beats virality.
Remark technique that really builds enterprise
- Reply quick to the primary 10 feedback. Velocity alerts presence.
- Ask again: “Curious — what is the blocker in your staff?” Pull the thread.
- Transfer the certified ones to DM with a micro-ask: “Need the 5-step SOP? DM me ‘SOP’ and I am going to ship it.”
- Shut the loop publicly: “Despatched!” Your viewers sees you ship.
That is how posts flip right into a pipeline.
High quality metrics to trace (ignore the self-importance)
- Replies per 1,000 views (dialog density)
- Save charge (did this earn a re-assessment?)
- Inbound DMs per publish (actual intent)
- % of feedback from the ONE (are the correct folks speaking again?)
If these 4 transfer up, you are successful — even when views are flat.
Frequent traps to keep away from
- Spray-and-pray matters. In case your publish may apply to anybody, it can land with nobody.
- Jargon flexing. If the ONE would not say it out loud, do not sort it.
- Burying the lead. Put the result within the first two traces.
- CTA soup. One ask per publish. Not three.
- Ghosting your feedback. If you happen to will not present up after you publish, do not count on your viewers to.
Methods to choose your ONE (once you serve a number of)
Rotate intentionally:
- Week 1: Potential prospects
- Week 2: Present customers (enlargement/retention)
- Week 3: Traders/companions
- Week 4: Founder friends (recruiting, model)
Write for one every week. Let the others eavesdrop.
A 5-minute edit move to run by means of earlier than you hit ‘publish’
- Spotlight each “you.” Not sufficient? Rewrite.
- Minimize your first sentence. Begin the place the warmth begins.
- Swap abstractions for specifics. “Develop quick” → “Add $20k MRR in 60 days.”
- Add one query. Make it answerable in a single line.
- Choose one CTA. Remark, DM or click on — select.
Associated: The 8 Secrets and techniques of Nice Communicators
Convey it residence
Crowds do not buy. Individuals do. So choose your individual. Communicate their language. Show you have been the place they’re. Invite a subsequent step. Do that, and your posts cease sounding like adverts to everybody and begin feeling like assist to somebody.
Discuss to 1 — and watch what number of of your right-fit prospects present up.
As a founder, your intuition is to attraction to everybody. Traders. Prospects. Companions. The entire world looks like your viewers.
And that intuition is killing your posts.
The most important mistake I see founders make on social media is making an attempt to talk to everybody directly. The end result? Your message hits nobody with any energy. Social media works when one individual on the opposite facet of the display screen feels such as you’re speaking on to them. And solely them. That is once they cease scrolling. That is once they like, remark, DM and share.
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