It's a question we've all asked ourselves at one point or another, especially after we've posted something and thought it was great, and then wondered why the phone didn't ring.
If this has happened to you, you might be missing one of three things.
1) You never identified the reader's curiosity, desire, pain, or fear.
If you are trying to sell a product or service, you need to identify the why first. Why does someone want to purchase from you? The top reasons have to do with a person's curiosity, pain point, desire, or some type of fear.
For example, Amazon wanted to announce its same-day delivery at retail stores. Did they start the post with "Same-Day Delivery"? No! They started with,
"Something new for our favorite people (that's you😉)." 
There's a little bit of FOMO in this headline. If you don't pay attention to the post, what are you missing? You are also a bit curious about something new, and a little flattered that you are one of Amazon's favorite people. All a little tongue in cheek, but fun.
How do you start your posts? Try starting with the readers' curiosity, desire, pain, or fear next time.
Another reason your posts might be falling flat is...
2) You never offered a solution that meant something to the reader.
If you start a post by introducing a point of curiosity, desire, pain, or fear you need to expand into some type of resolution. Ideally, this will be the product or service you are promoting. Back to our Amazon example:
Something new for our favorite people (that's you😉).
We've expanded our Same-Day Delivery to select retail stores across 10+ cities in the U.S. That means you can use our app to shop other brands and have your order delivered (or ready for pickup in some spots) within hours.
Amazon lets you know about the new service, but quickly transitions to what that new service means to you. Why do they do this? Because the reader doesn't really care about Amazon. They care about how Amazon can make their lives easier.
Another reason your post might be falling flat.
3) You never explicitly or implicitly told the reader what to do.
If you put together a great, engaging post, but never give the reader a chance to take action, nothing happens.
Back to our example:
Something new for our favorite people (that's you😉).
We've expanded our Same-Day Delivery to select retail stores across 10+ cities in the U.S. That means you can use our app to shop other brands and have your order delivered (or ready for pickup in some spots) within hours.
Yep, it was as simple as adding a link to a 2-min blog post about same-day delivery. Notice Amazon didn't link directly into the same-day delivery store, https://amazon.com/samedaystore. Instead, Amazon used the post to tease you with more information that led to shopping.
Amazon and many other brands use this same technique in their post, so next time you go to post ask yourself, "
- Did I identify the curiosity, desire, pain, or fear in the first sentence?
- Did I present a solution?
- Did I give an explicit or implicit call to action?
If any of these things are missing from your post, you might come up short.
For more information about how to post to Facebook, check out our video below. Or try our marketing launchpad and see how you can improve your marketing efforts.
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