The Status Update Solution

The Status Update Solution
WITHIN THIS MANUAL you’ll find a couple of things. Allow me take a

minute to explain what you’re going to find and the best way to use it.
Instead of just putting together a document with ready to use status updates to
copy, I decided to do something a little different. After a number of discussions
with business owners I realized that they needed an easy reference guide for
attaining specific outcomes with their statuses.
Depending on your decided goal at that point in time, the way you compose a
status update will change. Some common goals of status updates are to get
comments or persuade users to click on a link to a squeeze page where they enter
their email for more information; you may want to acquire likes or create a status
to promote a friends business.
This guide will show you how to create the best status for whatever goal you
have. After reading it, you will be able to create your custom Facebook posting
schedule using the template I provide as a separate download. In addition, before I
get started on the status updates I’ve provided a status update template. This is an
overview of the essential elements of every status irrelevant of the category.
Essentially it’s the basic elements of sales copy because every single status update
is most effective if the elements of proper sales copy are included.
The best Facebook pages have 3 types of content: viral, value ad, and call to
action. In addition, the best pages have varied types of content: a healthy
combination of link, text, and picture based posts. This is a lot to remember and the
question of when to use each type of post for max effectiveness invariably arises.
Instead of giving you statuses to copy, I’ve split this book into two sections: the
tool kit and the status categories.
The tool kit is comprised of tools to use within statuses that serve specific
functions—they are meant to be added onto the status categories. A status update
might include 1 or multiple tools depending on what you wish to get out of it. I
©J. Goodman Consulting Inc. All Rights Reserved 2

describe all of the tools first and what they’re best for so that you know where to
use each of them best.
As you’ll see on the next page, each status category page works on the same
template. Below the “good for” symbols you will see the tools that work well
within the status category you are reading about at the time.
The status category sections make up the bulk of this manual. Each status
category is a different type of update to use. I’ve sifted through thousands of pages,
done years or research on my own pages, and spoken to countless successful page
owners to figure out the most effective types of statuses and presented them to you
here.
At the top of each status category section directly underneath the name, you
will notice 7 symbols used throughout this book. These are meant to act as a
reference as you read. Each symbol is associated with a goal. The 7 symbols are
represented below:
GOOD FOR SYMBOL LEGEND

Good Will - Improve upon the general feel towards your
page turning it into a community.
External Links - Encouraging people to click on a link that
will take them outside of Facebook.
Relationship Building - Strengthening bonds with other
page owners.
Shares - Getting people to share your post within their
network.
Comments - Getting people to give their opinion or add to
the conversation.
Likes - Getting people to push that little button.
Advertise - A good post to advertise internally through

Facebook to.

With every status category I provide I included screenshots of examples for

your reference. Some are from my pages and others are good examples I was able
to collect over time that have been in my personal file.
There is no best post to use at any given time so I can’t give you a cut and dry
answer. What I do give you in this Ebook is a reference guide that will enable you
to identify the best status category and tools to use to promote your content. Your
situation will change day today and so will your desired outcomes. Using this
manual in tandem will allow you to build a powerful posting schedule.
For each status category I discuss why it’s effective, how to target it towards
your population, how to find the right images or what text to include, and what call
to actions work but there’s a lot of variation. The examples I give are just that,
examples. You can copy the wording, format, and imagery used in the status
categories and fill in the blanks with your content. Advanced users will look past
them into the deeper meaning why I felt they were effective and start to create a
unique feel and makeup on their own pages using the guidelines I provide.
Each of the status category sections are made up the same way. Below is an
example:

Title
Good for symbols
What tools work
Description - Here, I’ll be discussing the reasons why the tool or status
category works well. This is where I’ll go over the psychological principles that
apply and some reasons why it’s effective.
Key Points to Remember - To make things easier for you, I’ve outlined 2-5
points to remember in list format. This section is a quick reference.
Examples(s) - There will be a couple screenshots of examples to finish each

category. Above the photo you’ll also find notes if I felt it necessary to point out
anything specific within the example or wanted to point out effective usage of a
tool in the example.

The Posting Schedule

There will have been a separate excel document available where you downloaded
this book. That document is a template that I provided for you to fill in your
weekly posting schedule. For your reference, I also included some examples of
filled-in templates for different industries so that you can get an idea of what the
best schedule might be for you.
Facebook allows you to schedule posts in advance. There are a number of outside
Apps that do this for you but I recommend against using them as Facebook seems
to decrease the reach for posts made through an outside App. Fortunately you can
schedule posts in advance within Facebook. Twice a week is generally ideal for all
of your posts. Pick two days that work for you, say Sunday and Wednesday, and
schedule off 30 minutes of your time to plug in all of your content for the next
couple of days.
After looking through this book, take the template that I provided and fill it in for
what you feel is the best strategy for your page. 2-3 posts/day is generally ideal.
For the best times to post on Facebook, refer to this blog post: http://
www.viralnomics.com/when-is-the-best-time-to-post-on-facebook/
Once you’ve filled in your template and have your schedule, it becomes plug and
play. Simply have that document open with Facebook in your blocked off time and
schedule all of your posts specific to the categories that you’ve chosen described
later in this book. The easiest way that I’ve found to do it is to keep a couple
documents in a dropbox file with all content that I think would work well for
Facebook from pictures, to passages from blog posts, to quotes, to stories. When
it’s time to post, I almost always have enough content stored up and it’s literally
copy and paste.
Finally, know that you don’t always have to come up with new material. In fact,
repurposing effectively is a hidden key to success. If you have a blog, go through
your archive and pull out as many strong passages as possible because these
passages make for great mini-stories that could fit into a number of categories
below. Another great way to repurpose content is to grab a strong quote from a
piece of content and put it on a pictoquote using a free service like pic monkey
(http://www.picmonkey.com/), posting to Facebook, and writing a short statement
in the description following my status update template. If you have a successful

status update, save it and don’t be afraid to re-post something very similar a month
or two down the road.

The Status Update Template

In order of importance, here is an easy reference guide for creating a status update
for every situation. Keep this handy as you’re following through with this book
and creating your status updates each week. If you follow the Personal Trainer
Development Center Facebook Page you’ll notice that we rarely stray from it.
1. The Title / Headline

Every status update must have a title / headline. This is imperative, even if it’s the
only line of the update. Spend more time on the headline than anything else. A
headline can do any of the following:
• Grab attention
• Create intrigue
• Ask a question
• Hit on a pressure point
• Make people laugh / smile
2. The Lead
The lead is your promise and should follow a headline. It is 1-2 sentences long and
is benefit-rich. This is where you sell the importance of your status update, content,
or product for sale.
3. The Following 2-4 sentences

You may or may not include this but it’s where you have the most flexibility.
Paragraphs should still be short and punchy. This section can do any of the
following:
• Tell a story
• Give a fact
• Make people smile
• Make people think deeper
• Make people feel pain (digging the knife)
4. The Ending
All successful status updates have great endings that either act as a strong call to
action or work to leave the reader wanting more. A great ending can consist of the
following:
• A quote from somebody notable (or you in italics)

• Something to make people smile

• A strong statement that aligns your audience
• A transition to the call to action
• Food for thought
4. The Content
The content generally consists of an actionable solution or steps to solving a
problem. It’s whatever you want to say with your status update or content and can
vary quite a bit. The content can be contained within a piece of content that you’re
status update is linking to. If that’s the case, be sure to promise it in your transition
to your call to action.

Tool kit ??
The Trigger 12
The Tag a Friend 14
The Two Equal Signs and Arrow 18
The Random Insertion 21
The Bridge 23
The I'm In 25
The Square Brackets 32
The Like If This Applies To You 34
The Fill in the Blank 36
The Inverted Pyramid 38
Status Categories ??
The Only Share When You Figure It Out 41
The Opinion and Question 43
The Infographic 47
The List 52
The Pictoquote 56
The Information Give 59
The Morning Read 61
The Story 71
The Comic 79
The Pretty Picture With a Meaning 81
The Little Known 83
The Information Gatherer 86
The Supporting Community 88
The Black Dot 91
The Value-ad Video 93
The Outside Article Share 95
The Sales Video 98
The Testimonial 100
The Public Misconception 103
The Humble Brag 106
The Takin' Em to Disneyland 108
The Mistake 113

The Caption Contest 114

The Fan Promotion 116
Trivia Tuesday 118
The Current Event 121
The Big Deal 125

The Trigger
Description
A trigger is a connection that you manufacture to bond your content or brand to

an object that your desired audience encounters in their everyday life. This is an
unconscious behaviour and something that we all do. When I say dog, you think
cat. Dog is a trigger for cat because of existing associative connections we’ve
made. It’s a great way to encourage more word of mouth about your Facebook
page offline.
Does your target audience congregate over water or coffee at work? Do they go
for happy hour drinks? Whatever it is, try to identify an object that is going to be
present at times when your audience is spending social time making small talk with
others who are your target market. Be creative here. For example, maybe you sell
healthy, all natural, food. If that’s the case, a large percentage of your audience
probably does yoga and setting up for class is a time for small talk. So your trigger
could be unrolling a yoga mat.
Key Points to Remember
1. Pick an object that’s present at a time when your target audience is with
others in your desired audience and making small talk or pick an object that
has become synonymous with your industry.
2. A trigger should get inserted into a status as an aside and not be the focal
point of the status.
3. It’s unconscious and acts as a connection between your product and the
object. The goal of a trigger is to encourage word of month about your
Facebook page offline.
Example

The below example shows the Morning Read System described later with the
insertion of the trigger of coffee right at the beginning. In this example, we told our
audience to directly think of the article as they sipped coffee knowing that coffee
breaks are something that personal trainers generally take together.

The Tag a Friend
Description
I love this tool for bringing new users into your page because it allows your
existing fans who already love your work to gain social equity by sharing your
material. The fans of your page will inevitably know somebody who is also
interested in what your page is about that hasn’t yet heard of you—all that they
need is a little nudge to pass along word. Often the reason why your page isn’t
shared isn’t because people don’t want to share it, it’s because you haven’t given
them a reason to.
The tag a friend works for 3 reasons:
1. If somebody were to call you on the phone and tell you about a great
business, you’d definitely look into it. When people tag their friend it has the same
effect.
2. While most people don’t pick up the phone these days, the notification waits
for them until they log onto Facebook next.
3. Most people don’t get a lot of notifications on Facebook so will notice the
tag.
As mentioned extensively in this course, a large reason why people use

Facebook is to selectively self represent. In many of us, there’s a desire to appear
both intelligent and in the know. Your existing fan gains some perceived social
equity when they share your material. While your existing fans get a benefit from
tagging others, your post also gains some valuable social proof. When a new user
first sees your post and 100 people have already tagged a friend because of the
value it provides, they’ll be prone to follow suit. As Robert Cialdini, PhD says in
Influence, “It is the conduct of such people that gives us the greatest insight into what
constitutes correct behaviours for ourselves.”

This tool is best used when the status update is promoting a product, free
product, or valuable status update. It should be used somewhat sparingly because
there’s only so much tagging your fans will do. What the status update is
promoting must be something that allows your existing fan to look good by passing
it on.
When asking your fans to tag a friend, you can use a line as simple as, “do you
know somebody who might also benefit from this? Tag them in the comments
below to help”. Using a because statement will increase the amount of people that
tag others. In the above example the because statement is “to help”.
We’ve experimented putting the tag a friend statement at the beginning and the
end of the status. If put at the beginning, ensure that it’s immediately followed by a
punchy, attention grabbing headline before getting into the meat of the post. This
way people can quickly scan the headline and decide whether or not to tag their
friend before reading it—if you’re writing a long, text-based update, then you may
want to consider putting it both at the beginning and the end. I’d suggest putting it
at the end if you’re promoting a free giveaway and using either the bridge or a list.
I should also note that the tag a friend works exceptionally well as a status
update to advertise to especially if you’re trying to get people to sign up for an
email list via an ethical bribe Ebook or course.
1. Ask people to tag a friend who might be interested either at the beginning or
the end of your post within the comments of that post.
2. Use a because statement to show them how they’re benefitting a friend.
3. Use sparingly and only when promoting something of value like a value-rich
blog post, product sale, or promotion for free materials.
4. It works so well because it takes word of mouth that would normally be
private and makes it public.

Example
In this example I was promoting the free Ebooks put together to entice personal
trainers to enter their email on the squeeze page linked within the post. Note the
personal touch in the beginning with, “my best…” and the capitalization of the
word FREE to make it stand out.
Some other things to notice in this status update are the brevity and specificity of
who we’re asking our users to tag. Instead of asking them to tag somebody who
would be interested, we’re specific in asking them to tag a friend, family member,
or co-worker. The hope here was to have them thinking back to a specific
conversation they had with somebody and it would trigger them to tag that person.
This picture was taken early on in the promotion but ended up having 20+ tags
(many of them tagged multiple people) and the day we published it we gained
about 55 more email optins than usual.
Below is another variation using the same picture and call to action. Notice in this
the instructions were shorter and there was more attention brought to the link by

surrounding it with symbols. This one had less tagging but more email optins. So
again, it comes down to what you want to accomplish. If you want new users on
your page, the first example is probably best. If you want to gain the emails of your
existing fans, the example below is better

The Two Equal Signs and Arrow

Description
Perhaps the least creative name for anything in this entire course, the two equal
signs and arrow is a general term to describe the use of symbols to attract attention
to specific parts of your status update. On sales pages and your own website,
you’ve got control and can use a host of symbols and colours to get attention to
specific parts of your page. Facebook is closed off in that it only allows one size
and one font.
A common question I get when telling page owners to use more text based
updates is, “but that takes up less real estate in the feed. So, while more people will
see it, won’t less people click the link?” And generally the answer is yes, which is
why it’s so important to bring the readers attention to the link with the use of
symbols.
Pay attention to the type of status update when composing your symbols.
Depending on how it’s viewed (on a computer, mobile device, within the feed, in a
preview etc.) the size will change. As a result, using long complicated patterns is
not advised because they will often be broken and look messy if viewed differently.
1. ==> arrows have and will always be a great tool to direct a readers eye to
something.
2. Think of ways to use to symbols to highlight specific pieces of text or links
that you want to bring attention to.
3. Simple and shorter is usually better.
Examples
In the below examples, I’ve done two things. The first is to show you a couple

different status updates where symbols were used well to get attention to different
parts of the text. Afterwards, I’ve included a number of different examples of text
that you can use.
As mentioned, below are a couple other examples of techniques you can use.
==> LINK
===>LINK<===
============
LINK
============
**LINK**
LINK<==
=======================

LINK

The Random Insertion
Description
Ah how I love the random insertion. This is where you let your personality
shine through and allow your fans to connect with you on a deeper level than the
content on your page. In order to understand the random insertion, first I’ll discuss
a concept called “infotainment”.
Infotainment is a term used to describe a balance between providing

information and entertaining an audience and is of the utmost importance when
producing materials online. People don’t go on Facebook to learn, they go on
Facebook to be entertained, let their mind relax, be a part of a community and gain
a sense of importance. Most of the time, people are wasting time on Facebook but
there’s a stigma against that, so feeling like they are being productive by perusing
educational materials quells any fear they have of wasting time.
From your perspective, Facebook is a fantastic tool for gathering an audience,

creating an expert status within that audience, and encouraging them to opt in to
learn more about your products or services. Trying to educate on Facebook is
usually a way to fail. Instead, a balance between entertaining people and educating
them is ideal—the ratio you use is up to you.
The random insertion fits into the infotainment model perfectly. As you give a
description of a process for education, insert a random reference, metaphor, or
anecdote that loosely relates to the topic you’re speaking about. Make it subtle and
refer back to something that’s personal to you. The best random references are to
things like old TV shows, movies, music, or funny societal trends that, looking
back, make us cringe.
The purpose is to get somebody to smile and say, “I remember that!”

What you’ll find happens as a result of the random insertion is that there will be
more comments on your status update but all of the comments will be in reference
to the one silly metaphor and not the well thought out description. It’s a great way
to build a community and keep people coming back.
1. If, while writing a status update, you remember something silly, it’s probably
best to include it.
2. Respect the concept of infotainment in any industry. Everybody likes to
smile and laugh and people don’t go to Facebook to be serious and get
educated—if they wanted that, they would sit down with a book and cup of
coffee.
3. Consider your target demographic when deciding what type of references to
use. For example, if your population grew up in the 60s, use references to
TV sitcoms or radio shows from the 60s or think back to major world events
that happened then.

The Bridge
Description
This is by far the best technique for making sales or convincing people to make
a purchase directly through Facebook. It’s also good for getting people to click on
external links for things like blog posts or promotions.
I should note that your conversion rate directly through Facebook still won’t be
as high as other sources like an email list. The bridge is a great way of illustrating
the issue in a way that makes people identify it, painting a picture of the solution,
and introducing your product or service as the solution to get from one side to the
other.
The bridge is broken up into 3 steps:
Step 1: With a full understanding of your perspective customer, paint a picture

as vividly as you can of their struggles. Identify the biggest frustration they have
and tell a story where you place the protagonist into a familiar situation that
highlights their struggle.
Step 2: Skipping the middle step, you now transition the story to the other side
of the bridge. Here you paint a utopic picture for your reader illustrating how they
feel and what they are now able to do after solving their problem. Think deeper
into their reasons why they want to solve the problem from step 1 to create this
ideal scene. For example, maybe they want to buy your time management software
in the hopes that it will free up time to play more golf?
Step 3: The last part is the bridge. If written well, your story will illustrate the
gap between the two cases and have your reader identifying with the story and
wanting to fill the gap. Now is when you present your product or service as the
solution to the problem in step one that will get the reader to the utopic version of

the story in step two. A list of the attributes of your solution specific to the
problems from step 1 is effective. At the end of step 3 is where you put your call to
action and place a link asking your reader to buy or sign up.
1. The more vivid the picture the better. The details will make your story.
Know your customer and include details specific to the protagonist of your
story that they’ll identify with. Examples are a dress code they may have to
follow or a propensity to drink fancy coffee.
2. If there’s a gap, people always want to fill it. So ensure that there’s an easily
identifiable gap within your story that your reader sees and that they will
want to fill.
3. Lay out the benefits of your product as carefully as you can and always try
to relate them directly back to the problems in step 1 as the solution that is
going to bridge the gap and get the person to step 3.

The “I’m In”
Description
There’s a Catch-22 that exists on Facebook if you’re trying to get people to

click on an outbound link. If they click on the link, they won’t interact on
Facebook; the status update will be viewed as irrelevant by Facebook resulting in
that update being shown to less people organically. Facebook success is about
interaction, but if you want people to click on a promotional link interaction is not
desired—the more they interact, the less they are viewing your promotional
materials.
The “I’m In” was designed as a tool that takes advantage of psychology and
Facebook’s software to get your promotional status updates shown and clicked on
by more people. It has 3 steps:
Step 1: Create a status update with a bright picture that represents whatever
you’re giving away or an image representing a blog post.
Step 2: Give a 1-2 line short sell for the product that highlights the problem and
benefit of the product, service, blog post, or ethical bribe.
Step 3: Ask people directly to do two things: Write “I’m in” in the comments of
the Facebook post first and click the link to read, sign up, or buy the product or
service via the link.
You don’t have to use “I’m in” verbatim. Any positive response that takes
minimal effort or thought will work. Comments add to EdgeWeight for a status but
the specifics of the comment don’t matter. Facebook doesn’t give more weight to a
long well thought out comment than it does to a two word one—from your
perspective, it doesn’t matter. The comments are simply a tool to encourage
Facebook to show your status to more people. A few other examples of comments

to ask people to make are, “yes!”, “Sweet!”, or “I’m excited!”
There’s 3 reasons that this works so well.
The first, as I mentioned earlier, is that it increases EdgeWeight. You want

people expending as little mental effort and time as possible in their interaction if
the goal is for them to click off of Facebook and onto a link.
The second reason is social equity. Your fans will want to feel as if others view
them as intelligent or “in the know”. Publicly showing that they are taking action
on your educational materials if a way for them to selectively-self represent this
way.
The final reason why this system is effective is that it adds social proof to your
status. When a new fan encounters your status and sees 50 people who have
already written “I’m in” in the comments section they will be more prone to follow
suit by writing their comment and click the link—it’s a compound effect similar to
the tag a friend tool already mentioned.
As a huge bonus, you can use the “I’m in” to get interaction and then send
sponsored stories to connections of everybody who has commented. This is
massively powerful.
1. Keep the prompt short and something that takes no thought on your fans
part. Ideally it will be a gut reaction as they click your link.
2. The short sell at the beginning should identify the biggest problem or issue
facing your audience that your material solves.
3. Clearly ask your reader to write the “I’m in”.
Examples

Below are two examples of the “I’m in”. The first is an example of me using the
system to promote a blog post I wrote on this exact subject. The second is an
example of a picture that we produced to entice people to go to a squeeze page and
enter their email. We used long text but I’ve cut and paste the entire thing together
for you to read if you’re interested.





The Square Brackets
Description
When a fan sees a status update flow through their news feed or as they are
sifting through your page timeline, they usually make a decision within a fraction
of a second whether they will stop and a have a read. The square brackets are a tool
to make the decision easier for them because it immediately discerns the content of
the status update—and ideally why they should care. The square brackets appear
immediately in the top left before a status update and it’s often a good idea to use
all capitals for the short text contained within.
Note: If you speak a language that reads right to left, put the square brackets in
the top right of the status.
1. Keep the content within the brackets short.

2. Describe what the post is about.
3. Write at the very beginning of your status update.
Examples
Below is a couple examples of status updates where this tool was used. Also,
below I’ve included a number of different examples of text that could work for
different types of status updates.
[QUESTION]
[Q & A TIME]
[CHECK OUT THIS TESTIMONIAL]
[A STORY]

[WOW! CHECK THIS OUT]

[AMAZING RESULTS]
[BRAND NEW]

The Like If This Applies To You
Description
Usually for viral posts, it’s a nice way to get your users to publicly say that they
agree or find your message funny. Produce a status update (often a picture) that
people will get a quick laugh or smile about; observational humour works well. For
ideas, carry a notebook around with you and write down all of the funny things that
happen during your day that may apply to the rest of your industry.
One of the reasons why people like memes so much is that they often poke fun
at silly everyday occurrences or nuances. Anytime where you feel the reaction to
your status update is “so true” you can include this tool.
To best apply it, keep the text short and use a line similar to “by a show of
likes” or “tag a friend who you think this applies to”. Respect a certain level of
professionalism in your industry. Some humour pages do well applying this tool
consistently whereas others would be best to seldom, if at all, use it.
This works because on Facebook you can’t ask people to raise their hand, so
whenever polling or looking to gauge interest on a subject, the by a show of likes is
a good strategy. It also creates social proof on your page and the likes do a good
job of improving EdgeRank.
I particularly like this for encouraging positive habits. Irrelevant of your

industry, why not ask “by a show of likes” who ate their veggies today? It provides
a benefit to your fan because they get to pat themselves on the back for doing
something well. If you can think of a positive habit that people in your industry
should follow in order to be more successful in their job, ask them to also write in
the comments what they did.
Aside from encouraging positive habits this strategy can be used for using your

page as a focus group. Asking them, by a show of likes, what they think of a
particular title or new product line gives you an idea how interested people are and
also starts to raise awareness of the new item or service.
Lastly, you can ask people to like the picture if they’ve figured it out. Again,
this is a way of allowing people to pat themselves on the back and also acts as a
celebration for figuring out a puzzle or spotting something hidden in the picture. It
takes into account our desire for immediate recognition and feedback.
1. Keep the text short and ideally use a picture or meme.

2. Observational humour works best—figure out the odd and funny things
people do in your industry.
Example

The Fill in the Blank
Description
The next time you’re at the bank in a lineup and the person in front of you
edges up 2 steps, stay put. Don’t move up two steps. Allow there to be a gap in
between both of you. You’ll get to the front of the line just as fast as you would
have if you shimmied two steps—what will happen is that people will be very
pissed off at you. Not only that, they’ll become complacent. Look behind you and
watch how much more movement is now coming from the growingly agitated
people behind you in line. They’ll check their phones more often, shimmy their
feet, sway back and forth, and even start a conversation about how much of a jerk
you are.
People hate blank spaces.
We seem to have this intuitive desire to fill in the blank in every aspect of our
life and can’t rest until it’s done. Use that desire to your advantage to get more
interaction.
Consider the following three questions:
1. Comment below and tell me what you’re going to do to grow your business
today.
2. What are you going to do to grow your business today?
3. Today I’m going to _______________ to grow my business. [Fill in the
blank in the comments below.]
When trying to get your fans to comment both to improve your relevance or to
survey them about a topic, the fill in a blank is a great way to get more responses to
a question than normal.

1. Write a question as a fill in the blank and ask for interaction.

2. Use the underscore to denote a blank space. (This way it’s both a space and
shows that something should be there.)
3. People hate blank spaces. A blank space in the
middle of a sentence is more effective than one at the end.
Example

The Inverted Pyramid
Description
For status updates that have a lot of text, the inverted pyramid is the best way to
start off the update.
To best understand why, allow me to explain a little about choice theory. If you
were to approach somebody randomly on the street, put a piece of paper in front of
them, and ask them to choose what their favourite option is between 10 choices,
they would probably tell you that they are in a rush and walk away.
However if you were to approach somebody randomly and show them a piece
of paper with a true or false statement, you’d have a much better chance at getting
an answer. The reason for this is that choosing between two options is easy and
takes very little mental effort as opposed to reading and considering ten options.
When a task takes a lot of effort, especially a task given to a person from
somebody they don’t know, the common response is to walk away.
But it goes a bit deeper than this.
After your new friend answers between true and false, you quickly ask them
another true and false question, and one more following that. After the third
question, your new friend is more engaged in the conversation and will be more
open to considering a more complicated question, so you ask him or her to choose
between 4 different options and can expect a high compliance. Eventually, the
person will be more prone to consider and answer your complicated question with
10 options.
Now back to writing your Facebook status.
The only job your first sentence has in a Facebook status is to get somebody to

read the second. The only job of the second is to read the third and so on until
about the 5th sentence. At that point, your reader is more committed and you can
start introducing more complicated sentence structure, longer paragraphs, and get
into the meat of the post.
If you start off a text-based status update with a long, complicated paragraph,
most readers will continue scanning their feeds ignoring your status update without
giving it a second thought. Hooking the reader with short, punchier statements
early on that illustrate the problem that your status update solves will have them
more open to spend time reading the bulk of your status shortly after.
1. If you allow people to make an easy decision early on they will be more
open to make difficult ones soon after.
2. Start with at least 3 easy decisions (shorter sentences or paragraphs) before
starting longer paragraphs.
3. This goes for any Facebook post that has a lot of text.
Example


The Only Share When You Figure It Out
Description
For status updates that are puzzles or pictures with a piece hidden or hard to see
(think Where’s Waldo), telling people that they can only share when they figure it
out will increase the number of shares that result.
Recall the concept of selective-self representation. Often times people use

social media as a way to feel like they are being perceived intelligent. Consider the
connotation here where people can only share when they figure something out
meaning that they are only allowed to share if they are smart enough. It’s almost
like saying, “you have to be “this tall” to ride the roller coaster. The second a child
a tall enough, they will beg their parents to take them to the amusement park and
ride the roller coaster.
For pages where your fans are in one industry, a problem that people in your
industry are specifically trained to solve works best. A page representing an
engineering company might want to give a more sophisticated mathematical
problem than a page for high school teachers (as an extreme example). As this is a
tactic for shares, it’s best to put the problem on an image even if it’s an equation.
This works both when asking for shares or “likes”.
1. The challenge must be sufficient but not too difficult.

2. Write “only share when you’ve solved the problem”.
3. Use images.
Example
In addition to the example below, I suggest following George Takei’s Facebook

page. He uses this effectively often.

The Opinion
Tool: Fill in the Blank
Description
While you can always just post a question to your audience and hope for a
response, giving your opinion beforehand will be more effective in eliciting a
response.
If asking a question to encourage interaction, the best choices of topics are

those that polarize your audience. Are there any topics in your industry that are
hotly debated. Another option is to use a topic that doesn’t have a straight forward
answer and yet people have formed an opinion.
When looking for polarizing topics that put to your audience, I’ve got 3 tips:
Tip 1: Sit down in a room with no distractions and take out a pad of paper and
pen. Close your eyes for 10 seconds concentrating on your breathing to zone out all
distractions. Think deeply about your industry. What is it that people always argue
about? What gets them riled up?
Tip 2: Industry magazines are a great resource. Try to get all of the copies from
the previous year and write down the topics that keep getting talked about. They’ve
already done the work and identified the topics people in your industry want to talk
about, so write down a list based off of what they feature.
Tip 3: Make sure to follow all of the major blogs that publish material for your
industry. Go back a month or two in their content and look for articles that have a
lot of comments on them. These are likely to be good topics to start a conversation
with.
Once you have your topic chosen, write out your opinion in 2-3 sentences. For
best effectiveness, you must polarize your audience. If you want a good response,

they must either love or hate your argument—anywhere in between and your post
will be received with a symphony of crickets.
You can follow your opinion by posing the question to your audience. The fill
in the blank works well here.
1. Choose polarizing topics that affect your audience—use industry magazines

and blogs to help.
2. Write out your one-sided opinion on the topic—don’t sit on the fence—be
brutally honest.
3. Post the question to your audience after getting them riled up with your
opinion.
Example



The Infographic
Tools: The trigger, the tag a friend, the two equal sign and arrow, the like if this
applies to you
Description
One of the most effective types of status updates, self-made infographics should
be a staple of your Facebook strategy. An infographic is a pictoral representation of
a list or process. It’s usually text with a supporting image.
Note: Facebook seems to be trending away from these, so use more sparingly
than you used to. Only share a picture infographic is you have a critical mass of
followers and believe that it has the potential to get shared a lot quickly.
If you’ve spent any time on Facebook, you will have seen infographics before
and you might even have shared them yourself. Instead of sharing other peoples
images, why not create your own? Making them yourself requires a reasonable
level of design acumen. I’m design illiterate but have taught myself photoshop
enough to cut and paste with it and suggest you do the same. This way you can
have a designer create a template for you and upload your own text whenever you
want to create an image.
You could also hire a designer to create all graphics for you but that might get
expensive. Two other options for creating infographics are to use a service like
piktochart (pre-built templates) or to hire contractors via fiverr, Elance, or oDesk.
Make sure to have your website name and company logo on the infographic. If
you do a good job in making them, people will download your images and re-
upload at a later point with your information in tact.
Idea generation for infographics can be done one of two ways.

1. Keep a watchful eye. For the past two years I’ve kept a file in my computer
called “funny pics from the net”. Whenever I come across an interesting image, I
keep it for later reference. I don’t often upload the image itself and if I do I give
full attribution wherever possible. What I will do is go through that file for good
infographics to get ideas.
2. Use shared documents. I use Google docs because one document can be
shared within a group of people. Usually I’ll write down 5-10 subjects in a Google
doc and share it with a group of friends and colleagues who have knowledge of the
industry. I’ll ask them, if they get a chance, to add anything to the topic. Within a
week I’ve usually got more than enough steps, tips, or oddball facts to create the
infographics out of.
You can do an infographic for three different purposes (note: I’ve placed
examples of all of these below):
1. A list of “things to know”. This works well if you’re speaking about a

misconception that bothers your industry. List the top “X” things to know about the
subject.
2. Steps to solving. This type of infographic works if you’re describing a
process. Here you list the steps to solving a particular problem.
3. Oddball facts. Write a couple facts or interesting tidbits on a subject not
often spoken about. These do exceptionally well in terms of virality.
When using the infographic to promote an outside link you have two options:
1. Write the link in the first 3 sentences of the description so that it shows up
before your reader has to click to “see more”.
2. Write a tantalizing introduction to the subject in the first 3 sentences and
prompt your reader to “click to see more” to learn more about the subject. Place
the link once or twice in the following section.
One last thing to add is that Facebook has strict guidelines as to what status
updates you can advertise to. Infographics usually have too much text and your
advertisement will get rejected.

1. Maintain a consistent theme for your infographics. Have templates built that
all use the same colour and font scheme that represents your brand.
2. The infographic itself will be viral and the description should give more
information to educate or provide an actionable solution to the problem that
the infographic highlights for the best effect.
3. Include your links in the introduce or provide direct instructions on how to
access them.
Examples
This example highlights the steps to solving the goblet squat. Note that in the
description we wrote of the importance of the squat and also geared it directly to
our audience in that we spoke about how trainers can use this with their clients.
This example highlights some oddball facts and isn’t something that a lot of
people think about. Most of the time we throw out the lemon peel.

I like the example below because of how oddball yet important it is. It takes
advantage of a concept called practical information. Note that this wasn’t an
infographic produced by us. To share it, we chose one compelling fact at the top, a
promise of information, and the two arrow and equal sign directing the reader
towards the links.


The List
Tools: The two equal sign and arrow, the like if this applies to you, the tag a friend.
Description
A list written as a text-based update can be effective and is under utilized. Lists
can be made highlighting steps to solving a problem, tips on a subject or
motivational.
Facebook doesn’t allow fancy symbols or tools like automatic bullet lists so
you’ll have to compose them yourself. Not to worry though, you can create
effective symbols with a couple easy keyboard shortcuts:
On a Mac
• Create a √ with alt-v

• Create a • with alt-8
On a PC
• Create a √ by holding down alt and pressing 25

• Create a • by holding down alt and pressing 0149
The title and of the list is important as well. Consider these two examples:
1. “X” things you need to know to make more money.

2. “X” things you may be doing that are losing you money.
People are more prone to read to ensure that they aren’t missing anything
important than they are to gain something. This relates to a concept called loss
aversion which says that we prefer avoiding losses over achieving gains. In the

above comparison, your points will be the same (albeit worded slightly different)
but more people will read the list with the second title.
Lists are a good way to promote an article or product sale as well. Listing out
the key points or main components of a product can be done reasonably cleanly
through the usage of lists in Facebook.
Respect cognitive ease when composing your list. Less isn’t more—just enough
is more. Make your list as simple as possible and not any simpler.
1. With the high organic reach of text-based updates, lists are valuable.
2. Make them easier to read by starting each line with a • or √ unless it
interrupts the flow.
3. Phrase the list as things that your reader may be missing and not what they
can gain.
Examples

I love the example below and it performed very well for us. It’s a good mix of
motivation and actionable strategies. Our page is comprised of people who like to
be seen as motivators and bringers of health and fitness and this was a perfect way
for them to do it. In addition, the list has a nice flow to it. Notice that we didn’t use
any symbols to denote a list as a • would interrupt the flow and enjoyment it.


The Pictoquote
Tools: The square brackets, the tag a friend, the random insertion, the like if this
applies to you, the trigger, the two equal sign and arrow.
Description
Used either on its own or to promote an article from your website, the
pictoquote is effective for getting people to share your links. Ideally on a template
that you create which features your companies branding, the pictoquote can be a
simple quote from somebody notable and uploaded directly to your page—it will
get shares but do it too often and it will cheapen your audience.
Note: Facebook seems to be trending away from these, so use more sparingly
than you used to. Only share a pictoquote is you have a critical mass of followers
and believe that it has the potential to get shared a lot quickly.
My favourite use of the pictoquote is to use it as a promotional tool for an

article. If your website produces content or if you’re sharing an article from
another source, pull out what you believe is the best quote and use that for the
pictoquote (with proper attribution). In our research, the use of quotation marks
improves interaction and sharing, so don’t forget to include them. In the bottom
right corner of the pictoquote, include your website in small letters so that when
people download the picture and re-upload at a later date, your brand will still be
noticed.
For pure sharing, a pictoquote is effective even if uploaded with a description.

If you want to get “likes” in addition to shares, write in the description an
actionable strategy for applying the quote. You can take this one step further and
get comments as well by asking a question at the end of the description using the
fill in the blank.

If using the pictoquote to promote an article, make sure to have a direct call to
action to click on the link to read it. Using a variation of the two equal sign and
arrow works nicely here.
To make it more interesting, using an image that relates to your quote on the
pictoquote can be effective. This image can be a trigger with the hope that your
reader will think of your Facebook page later on in the day or something that elicits
positive emotion like a beach or cute dog.
1. Upload a quote from a notable person or the best passage directly from an
article you’re promoting to a picture.
2. Use the description of the picture to your advantage. In order to get more
interaction, include an actionable strategy of how your audience can take
action on the quote right away or ask for feedback.
3. A simple and clean looking layout almost always works best.
4. Longer quotes can work well but, if possible, split them up on different lines
and altering the font size, style, and possibly colour.
Examples

Below is a nice example of an actionable strategy being placed in the

description to increase interaction and add value to the pictoquote.

The Information Give
Tools: The square brackets
Description
The idea of prefacing a give of information with [give] and making it a small
event instead of an everyday happenstance stems from a private Facebook group
that I’m a part of. I generally ignore most groups I’m added to but this one is
different. Anytime somebody posts within the group it must either be an [ask] or a
[give]. When I get a notification that there’s a new [give] I get excited, stop what
I’m doing, and check what’s going on.
Wondering why I consistently cared so much (even months later) I figured

something was special about this system. The people in this group are closer to
both each other and the group owner than any other group I’ve been a part of. As a
result, I’ve taken the [give] concept and brought it to my public professional pages
and suggest you do the same.
When promoting content, an ethical bribe (I.e. A free Ebook or course), or even
a short overview of what you learned or a description of a system for solving a
problem, preface it with [give].
Following that, write out one or two lines about the problem, then explain the
material that you’re giving it away. Lastly, include a because statement explaining
why you decided to produce the gift. People need a reason for taking action,
especially if it seems like you’re doing something nice for them without any hope
of receiving anything in return. Adding in a simple statement like, “because I think
it will help you do a better job today” will have a big impact.
To put a personal touch on your give, upload a picture of either you or

somebody in your business and describe the gift in the description.

1. The information give doesn’t have to be for anything grandiose. Any small
gesture of good will is sufficient. Getting a gift is a highlight of peoples day
and they will love your page if it seems like you’re truly gifting.
2. Preface the statement with the square bracket to immediately alert your fan
that they are going to receive something.
3. Use a “because” statement explaining why you’re giving the gift.

The Morning Read
Tools: The trigger, the random insertion, the fill in the blank, the inverted
pyramid.
Increasingly, the first thing people do in the morning is turn on Facebook. Say
what you want about what it says about our society, but it’s true. People use their
cell phones as alarms and, when it goes off, they often roll over and flip on
Facebook often before they get out of bed. More and more people are looking to
Facebook as a news aggregator. They’ve pre-selected who and what they want to
listen to and it’s all in their feed. So first thing in the morning they flip through
looking for something to read.
The morning read is one of the biggest successes we’ve had. I can’t say
precisely how many new fans it’s brought in, how many existing fans it’s
converted into customers, and how much money it’s made and will continue to
make for me, but it’s not a small number. The morning read provides exceptional
value to your readers and keeps you at the top of their mind for the entire day.
For those who have a blog with existing content, this system is perfect. Take
some time and go through your existing content identifying the best archived
articles. Then, post the text directly into Facebook and schedule it to go out first
thing in the morning when you expect your audience to have breakfast. While this
status update is primarily one to use in generating good will towards your page,
you can choose to include a call to action at the bottom of it just make sure to hide
the preview. After a fan has read your article, there’s a much better chance that they
will click the link and opt in with their email.
1. Look at your page as a newspaper that your reader will see first thing in the
morning.

2. Write a story, article or take an archived article from your blog and copy it
directly into Facebook when your audience is likely to be eating breakfast.
3. Include a call to action with a link at the bottom if you like with a link to
your website or squeeze page.
Example
The below example is a lot to read, but it’s a good example of this category in
play. This is the copied text of an article from my site that was published close to a
year before I reused the content for Facebook.









The Story
Tools: The trigger, the square brackets, the bridge
Description
Maybe I’m bias because I like writing and storytelling, but if you can write or
have somebody in your business who can, stories are something I recommend
including into your Facebook posting strategy.
Stories add a human element to your business. They can be about something
that happened during the day, something in the past, or something that has
happened to a friend of a friend. A story that you tell through your Facebook page
could have a direct lesson for your audience or not—sometimes it’s just good to
entertain. I’ve given examples below of both.
If, as you’re reading this, you think, “I can’t write” and are about to move onto
the next section I have a piece of advice to you: sign up for a creative writing
course at your local college. The growth in technology and social media has
brought writing into the forefront. If you can write well, you can create an
audience and you can sell just about anything. I can’t think of a more important
skill set to have these days.
I’m always asked to give my opinion on what the ideal length is for a story
online so here it is: As long as necessary and as short as possible. Stories that have
a quick lesson can usually be told in under 500 words. Here is a quick 5-step
template you can use:
1. Lead in with an interesting line or two.

2. Give a short but vivid description of events ideally highlighting one or two
things that will appeal specifically to your audience.
3. Mention the problem and how it made you feel.

4. State the lesson you learned.

5. State the lesson again in general terms for everybody to understand.
Stylistically, stories will differ. I like to include comedy and, from time to time,
I throw in repeat inside jokes to make my audience feel as if they’re in a
community of sorts because they understand. For example, I don’t like straws—
any straws really—I just don’t think that they’re necessary. So I wrote a story
about how much I hate straws and will often mention things about how stupid
straws are as an aside in stories. Having running gags goes a long way in breeding
commitment.
If the story has a good title, put the title in all CAPS at the beginning. If not, I’ll
start the story by capitalizing the first couple of words similar to grab the readers
attention before continuing on. Keep your paragraphs short and allow the story to
flow.
If using the story to sell a product, the bridge works well. The closer the
protagonist is to your target population, the better your story will do.
Or you could just tell a story because you feel like telling a story. I mean, why
not? It’s your page and the more personal it is the better. You’ll be surprised at how
well people will react when you add in a little personal touch.
1. Grab the readers attention at the beginning with a great title or first sentence
and use all CAPS.
2. Keep the story as short as possible but as long as necessary. As a general
rule, have no paragraph longer than 3 lines.
3. If you plan on telling stories on an ongoing basis, have some continual
running gags or inside jokes that only the best readers of your page will get.
Examples

This first example is one that I wrote about a personal training client from years
back. This story has a lesson at the end but the most effective part(s) of it are the
use of symbols and terms specific to my audience. Words like “mobility, stability,
hinge, swing, rack etc.”.


James Altrucher runs a blog called the Altrucher Confidential and is, in my
opinion, one of the best storytelling bloggers around. Notice how effective his titles
are and the speed with which he writes. Short sentences quick paragraphs, and lists
throughout contribute to the effectiveness. If you’re at all interested in writing
better for the Internet, I suggest subscribing to James blog and Facebook page.




The Comic
Tools: The tag a friend, the like if this applies to you, the two equal signs and
arrow
Description
Communicating messages through humour is a fantastic tool for Facebook and

comics are an easy way to do it. Comics usually make us smile because we can
connect with the point of the comic. “So true” is a common reaction to seeing a
great comic. Some of my favourites have always been Garfield, the Far Side, and
Calvin and Hobbes and you’ll see them appear on my pages from time to time.
Comics are intuitively viral and have found a new life on the Internet. They are
primed for sharing because, while people like to laugh, they want to feel like
they’re making others laugh as well. Depending on the length of the comic, you
may choose to upload the entire strip or just one funny panel and link to the rest.
Always give attribution by tagging the creators Facebook page and linking to the
original image. Also, don’t use the comics to promote any direct sales.
In your pictures description, make your preface short. If you can think of a
clever pun then here’s the place to include it (George Takei’s page is a great
example of this). If not, include a short introduction for the comic merely saying
why you think it’s funny.
Some of the best online comics are The Oatmeal, Zen Pencils, and Shoebox.
1. Always give full attribution and never use a comic created by somebody else
to sell a product or service.
2. Upload a single panel of the comic if long and link to the original.

3. The best comics to use on your Facebook page are those that poke fun at
your own industry. You want people to react by saying, “so true”.
Examples

The Pretty Picture With a Meaning
Tools: The fill in the blank, the two equal sign and arrow
Description
Facebook is already a visual medium and becoming increasingly more so with

every update. I predict that bright pages with sharp images will be dominant in the
coming years. The pretty picture with a meaning describes a status update that’s
picture based and connects with your audience but does so without the use of
words.
Priming is a concept where you take advantage of associated connections that

your audience is likely to have already formed with a symbol. For example, palm
trees designate freedom and relaxation while roses symbolize romance.
The images in these pictures primes your reader for the content in the
description. Whether it’s motivation for the day or a sell for an article, the image
you use primes your reader. The picture also draws a reader in and perhaps the
most effective way to grab somebodies attention is to use engaging eyes.
If you’re looking for clean pictures to use without having to give attribution,
there are two sites: pixabay and sxc.hu (in sxc some of the pictures have different
rules associated. Many ask that you email the photographer with a link to where
you used the picture).
Only upload the picture if you feel it will spread by itself. If the picture is linked
to an article, it’s usually best to make it appear as the featured image for the piece
of content that you’re sharing.

1. If using people, be careful not to exclude certain populations. Unless you’re

marketing towards a specific demographic, it’s usually better to use gender
neutral symbols.
2. Consider the associations that your audience has already made when
choosing your symbol. What do you think their first thought will be when
they view your picture?
3. In the description, include some text. It can be anything from motivation, to
a short article, to a call to action for your reader to click on a link that takes
them elsewhere.
Example

The Little Known
Tools: The tag a friend
Description
The little known is one of my favourite types of statuses. This takes full
advantage of a concept called practical value. Usually as a text-based update
(infographics can work too), the first step is identifying a concept or idea that your
industry knows to be fact but may not yet be common knowledge amongst the
general population.
Likely this topic is a point of contention especially if the media perpetuates

misinformation concerning your topic. In the fitness industry, one such example is
the concept of soreness. Fitness professionals know that Delayed Onset Muscle
Soreness (DOMS) occurs as a result of unaccustomed exercise and not intensity.
Therefore the goal of a workout is not to get sore—in fact, soreness can be
damaging to ones fitness. While most trainers know this, it’s not yet common
knowledge and is therefore a great topic for “the little known”.
As a status, provide a passionate and convincing argument telling the truth and
you’ll get a lot of your fans sharing it as a result.
1. Make a list of the things that bother anybody in your industry because of
lack of public knowledge or media perpetuation of misinformation.
2. As a text-based status, write a passionate convincing argument towards the
side that you know your audience already agrees with.
3. As an infographic, give the top “X” things to know on your subject.

Examples
This is a fantastic example of a clean infographic, engaging eyes, and a strong

message that represents the page owners audience and, perhaps more importantly,
what they want to talk about. The result was over 1,500 shares from a page that, at
the time, had a little over 11,000 fans.
Below is an example from one of my pages where I discussed the concept of

soreness explained above. Notice in this status that I appealed to the ego of my
reader by highlighting what unconfident trainers do. This makes the trainers who
read the status immediately want to share to show that they were one of the good
ones.


The Information Gatherer
Tools: The square brackets, the fill in the blank
Description
While the comments you get as a result of this type of status are good for your
EdgeWeight scores, it’s used primarily as a crowdsourcer. I’ll often use my
Facebook page as a focus group. I discussed one example of this in section 3 where
I talk about the best time to post on Facebook. I asked the fans when they exercised
and controlled for the time zone. Then I hired somebody graph the responses for
me.
If you follow this course, you’ll be spending a lot of time, effort, and possibly
money building a page that consists of your target market. They will be your top
customers so you may as well ask them their opinions on new products or services
you’re thinking of offering.
The best way to ask a question in order to elicit the greatest response is to prime
your audience first. Start with some intrigue or lay out the problem you hope to
solve before asking the question. The stronger emotion that you’re able to elicit
with your introduction to the question, the better response that you’ll get.
Lastly, be specific and ask for succinct responses with guidelines. You want to
get the facts and avoid spending your time sifting through 500 word life stories
before getting to the one piece of information you need. I suggest asking people to
respond in “X” sentences or less. If you’re looking for facts or numbers, ask for
those numbers specifically to dissuade people from including anything else. If
you’re collecting large amounts of data, hire somebody from fiverr or oDesk to do
the data entry and compile it for you in a usable format—there’s no point in you
sitting there for hours sifting through hundreds of responses.

1. Your Facebook fans are a powerful focus group and your best customers.
Poll them and get their input on anything you do.
2. Be as specific as possible in terms of how you want your responses. If you
don’t, you’ll be overwhelmed with information you don’t need or want.
3. Outsource the data collection and organization if possible—it’s cheap and
easy.
Example

The Supporting Community
Description
This entire course teaches you to switch gears and make your page about the
idea or message that your company/brand represents. Your goal is to become the
go-to page for information relating to your industry and act as a gathering point for
anybody interested in it.
While you may be in direct competition with somebody who is a fan on your
page, scarcity thinking is dangerous and it won’t get you anywhere. The more you
support others, the better everybody will do—those that don’t support fellow
business owners will get left behind.
One of the best ways to turn your page into a community is to open it up once a
week and allow anybody that wants to a chance to share their own page and build
their audience. Create a picture that talks about how you want to help your fans
build their own fan page (something many of them are likely struggling with). On
that picture, ask fans to like the post, link to their fan page in the comments, and
share the post.
In the description of the picture, write a bit longer explanation. Also make sure
to ask everybody who links their page to share the picture because the more people
that see it, the better everybody will do.
The result is 4 benefits for you:
1. Lots of people will share the picture spreading your page.

2. There will be a lot of comments improving EdgeWeight.
3. In commenting and sharing your post, fans are sharing how important your
page is and helps cement your page as the expert source in your industry.

4. It helps out others.
The 4th point is important. There’s an unconscious reciprocation that we all

possess. Help somebody else and they will be more prone to help you at some
point in the future—it’s ingrained into us.
1. Create a picture with very clear and easy to follow instructions asking
people to like the post, comment with a link to their page, and share the
picture.
2. Repeat the instructions in the description and include a “because” statement.
Something about how it’s important for good people to network with each
other in order for your industry to thrive works well.
3. Go through the comments at a couple of different intervals and make sure
none are marked as spam.
Example


The Black Dot
Tools: The trigger, the tag a friend, the two equal sign and arrow, the bridge, the
I’m in
Description
I call this type of status the black dot because the first time that I used it I
literally used a black dot and called it a pie chart on procrastination (screenshot
below).
In essence, the black dot is a system that is counter-intuitive to almost

everything else I’ve ever spoken about and that’s where its value lies—it grabs
attention in the feed. The black dot is effective when advertising because you’ll be
exposing your fan page to audiences who have yet to hear of you. 99% of
advertisements get ignored and that’s because 99% of advertisements are boring.
While picking out random shapes or bright colours may seem like it falls under
this category, it’s important that the image you choose represents the content it’s
promoting. In my case, the black dot that I called a pie chart on procrastination was
promoting an article on beating procrastination.
Other examples that have worked well for me in advertisements are to use an
odd shaped photo (you’ll notice on my Jonathan Goodman Facebook page the
image is a circle) or to use coloured squiggly lines that appear as if they are hand
drawn. Facebook is so rigid in it’s design that people expert to see the same boxy
images. Changing the shape of your headshot will increase the number of clicks
you get on it.
1. While effective imagery is almost always favoured, extremely ineffective

use of images will also grab attention; anything in the middle is bad.
2. Tie the picture back to your content (even if it’s a loose association, this is
important).
3. Changing the shape of the image also has beneficial effects for grabbing
attention.
4. Advertising to the black dot will result in a higher click rate.
Example

The Value-Add Video
Tools: The two equal sign and arrow
Description
Video on Facebook is a powerful and under-utilized tool. I’m not talking about
uploading a link via YouTube but instead uploading a video directly to Facebook.
This is especially valuable if you don’t have an existing YouTube following. If
you’re looking to build up a following on YouTube, you can upload the same video
to Facebook and YouTube. In the Facebook description, ask your reader to
subscribe to you on YouTube and provide a link.
Video’s great on Facebook for 3 reasons:
1. It’s much more engaging, catches the eye, and allows people to relax (it’s
easier to watch something than read).
2. It allows you to say a lot more in a short period of time.
3. People increasingly buy people. It’s never been more important to put a
personal face on your business.
The value-add video can be as simple as you talking into a webcam or iPhone. I
believe that it’s even more valuable for large companies than it is for small
companies to put a face on the company and have them uploading videos. Can you
imagine if the happiness director from Coca Cola started producing videos with his
or her iPhone and uploaded a daily happiness tip to the Coke Facebook page?
My one tip for making videos is to get a white board and write down notes to
look at while talking behind the camera—it will keep you on track and ensure that
you don’t ramble. The optimal time for video is 1-3 minutes. That said, longer
videos can work extremely well if you have enough to say. Most of the time longer
videos become repetitious.

If you’re trying to get YouTube subscribers then I suggest sharing a video

uploaded directly to Facebook as the organic reach and vitality will be better than
sharing the YouTube link. Then in the description of the video, use your custom
subscribe link for YouTube. (It will be something like this: http://www.youtube.com/
subscription_center?add_user=[YOUR_USER_NAME])
1. Directly uploaded video to your page has a high organic viewership. This is
not the same for posting a link to YouTube.
2. Have a face to your business. Create a fictional character and get somebody
in your company to play him or her if you want. Maybe the intern you just
hired has a background in improv comedy?
3. A good video will get spread better than any other type of status update. It’s
an incredibly powerful and under-utilized tool.
Examples

The Outside Article Share
Tools: The tag a friend, the square brackets, the two equal sign and arrow
Description
I suggest sharing material from other sources than your own if you feel that
they’re relevant to your audience and well done. You’ll want to share somebody
else’s material for three reasons:
1. Altruistic. Maybe you think your audience would truly benefit and the
article is well written, engaging, and useful.
2. It Reflects Well. You think that the piece of content reflects well on your
page and will share from your page as a result.
3. Relationship Building. You may want to connect of improve upon a
relationship with the creator of the content.
Below are strategies for sharing outside articles depending on what you hope to
achieve from the above 3 reasons.
Altruistic. If you think the article would be good for fans of your page, a simple “I
loved this article because ___ and think it’s important to read for the following
reasons: [Include a list of 2-5 points]”. Share the link with preview intact.
It Reflects Well. If you want the link to share from your page you can do one of
two things: The first is to choose what you believe is the top quote from the article,
make it into a pictoquote, and share the link alongside the image in the description.
The second is to share the article as a link with a short lead in via the description
that starts with the biggest problem facing the fans of your page that the article
solves and finishes with a call to share the article.
Relationship Building. I like using Facebook and Twitter in tandem here. You can

either follow the entire system or just the Facebook part. Upload a picture that
represents the article. In the description, start with something like, “great article by
TAG THE PAGE OF THE CONTENT CREATOR” and follow with a line or two
of why it’s an important read ending with a call to click on the link. While this will
suffice, busy and influential pages rarely see who tags them and won’t notice your
good deed.
Upon publishing the status, grab the status link (if it’s a picture, click the picture
and the web address at the top of your computer screen will be specific to that
post) and send a tweet to the content creator. In this tweet, thank them for the great
article and follow with a link to your status update on Facebook, not their article.
This way they see that you supported them both on Facebook and Twitter and is a
step towards relationship building.
1. First figure out why you’re sharing the outside article.

2. Always give full attribution and avoid scarcity thinking.
3. Generally it’s much harder to get an influencers attention in Facebook than it
is in Twitter. Use the two in tandem when attempting to share an article to
build or strengthen a relationship.
Examples
I included this example because it shows how important it is to seek out and
share great content if doing it from an altruistic standpoint.

This is an article of mine that Mari Smith shared on her Facebook page. She
uploaded a good picture, tagged both of my pages, linked to the article, and gave a
brief sell for the article. She even included some hashtags to make more people
find it. For relationship building, Mari did a great job.

The Sales Video
Tools: The two equal sign and arrow, the bridge
Description
If you are going to use a video to sell a product or service in Facebook you must
have good sound and good video quality. If you don’t, then stick to text and
pictures. Even with a video, selling directly through Facebook is difficult. What
you can do is use a video as a promotion for more information.
Keep the video short—under 3 minutes. The bridge technique works well
especially if gearing the video towards a female audience. Tell a quick story where
the protagonist suffers from what your target audience struggles with. Create a
character as close to your target customer as possible. Follow with a story of how
the problem has been solves and present your product as the solution ending with
the 3 biggest problems it solves and how.
The other technique that works well with video on Facebook is to hide the fact
that you’re selling something. I mentioned before that videos used as a promotion
for more information work well. Perhaps the most effective way to do this is to
create a high quality video that promotes a free Webinar. In this Webinar you give a
presentation to the user and pitch your product or service at the end with a limited
time offer if they act within 2 hours.
1. Make sure that it’s high quality.

2. Keep the video under 3 minutes.
3. Identify the biggest struggles that your audience suffers from that your
product solves and use the bridge tool to make direct sales or get people to
sign up for free information that feeds into the sale.

Examples
The screenshot below is from Nick Unsworth who does a great job creating
videos and sending paid traffic through Facebook to them that advertise his
webinars. The videos are generally under 2 minutes and is a high quality video
where he talks about the benefits of the webinar and invites the viewer to sign up
providing the link in the description. Notice in the description the title and how he
brings attention to the link.

The Testimonial
Tools: The square brackets
Description
Testimonials have always been an effective tool in establishing social proof but
always creating a culture of people who take action. This is a way to bring the
power of testimonials into Facebook. I use testimonials for two different purposes.
The first is as social proof to entice people to click through to my squeeze page and
enter their email and the second is to establish good will towards my page. The
testimonial can also act as a customer promotion where you celebrate the
achievements of your customer and serves two functions.
A testimonial can be done via a picture or direct link. I’ll examine both:
1. A Picture. Upload a high res photo of the person who is giving the
testimonial. With [square brackets] get attention to it by saying something like,
“great achievement!”. Start the next line with the testimonial from your customer
and end it with their name and also ideally their company name and location. With
a picture, I suggest doing it as an act of good faith. People will see it but adding a
call to action to buy your product or service at the bottom devalues the effort.
2. A Link. You can change each part of a links preview including the headline,
picture, and description. If promoting a squeeze page or directly to a product, this
is a very effective way to get clicks and a good status to send advertisements too.
Change the picture to a headshot of your customer (smiling), pick a couple of
punchy words for the headline, and write a short description of the product in the
description in the link preview. Then in the description of the link, include the
[square brackets] with wording like, “check out this testimonial” and follow with
the entire testimonial in quotation marks (the testimonial should be short. No more
than 2-3 short paragraphs). Follow with the name and job title of the person who

gave the testimonial and a call to action to click the link to “see for yourself” why
so many people are having success.
3. A Video. Video testimonials are great if you have them. Upload a short video
(~1min) of somebody saying great things about your company and service you
provided. In the description, include a link where they can see more information.
Depending on your business, you may want to advertise to this video. For example,
I consulted with a video production company who does promotional brand videos.
They had a great testimonial video from Coca-Cola’s brand manager. My
recommendation was to upload this to Facebook, link to their page of other great
videos with a call to “schedule a consultation” and advertise it to the employees of
the companies that they wanted to do business with.
1. Use testimonials often on your page even if they don’t link anywhere. It
looks good on your page and business. There won’t be much interaction but
people will see how successful you are.
2. If linking to the testimonial, change all aspects of the link and preview and
get a great smiling photo of the person who gave you a testimonial (see my
example below).
3. Make sure that your call to action at the bottom has little commitment.
“Learn more” will get a lot more clicks than “sign up now” because people
feel that they don’t have to commit if they click a learn more button.
Examples


The Public Misconception
Tools: The trigger, the tag a friend
Description
As either a picture or pure text, the public misconception talks about something
that is commonplace or common knowledge for your industry but the public is still
confused about or, better for you, an area where the media perpetuates false
information about.
The first step in figuring out topics is to sit down and turn off all distractions
and think deeply about what bothers you about your industry. If it bothers you, it’ll
probably bother others in a similar position. The other way to figure out topics is to
poll your existing audience or, if you don’t have an audience yet, create a Google
document and share it with people that you know in your industry asking them to
write down anything that bothers them.
Armed with your topics, either upload an infographic that has the “X” things to
know about the topic at hand or write out an argument via a text based update. At
the end of the update or in the description of your picture, include a call to share
the status with a because statement like, “so more people can learn the truth”. I also
like to use the tag a friend at the end of this update as it’s usually a subject that
your audience will want to talk about and show off that they are in the know.
1. Develop a list of things that your audience knows but the public is still
unsure, uneducated, or miseducated about.
2. Create an infographic with the top “x things to know” on the subject or a text
argument one way or another.
3. As this is a viral update, it’s best used to grow your Facebook page. Have a

call to action to share the status and tag a friend in it. If including an external
links, ensure that your Facebook content can stand on itself as well.
Examples
This is a great example of a list of things to know. Over-training is an important

subject in the fitness industry and Precision Nutrition did a great job highlighting
the important tips. Note that they used a shocking statement to start off the
description, asked a question, and followed it with a link to an article to solve the
problem.
This is an example of an argument against the common thinking that people

need to work their way up to the gym—a line that bothers many fitness
professionals whose goal is to make the gym a more welcoming place for
everybody. I included an attention getting picture that had some humour, an
attention getting line, and a lot of emotion right away before getting into the meat
of the article.


The Humble Brag
Description
According to Urban dictionary a humblebag is, “when you, usually consciously,

try to get away with bragging about yourself by couching it with a phony show of
humility.”
A large reason why people buy services is that they feel the provider of the
service has achieved what the buyer wishes to achieve—that the creators life is
somehow better than theirs. While this may or may not be true, social media allows
one to show their highlights and hide their blooper reel.
Occasionally including posts of beautiful places you’re in, nice looking food, or
anything else about how awesome your life will create an atmosphere of success
and expertness. Think about why your fans are on your page and what they want to
achieve—consider the deeper why. Does somebody want to learn how to use social
media to have more freedom in their life? If that’s the case, humble bragging about
taking a vacation you just took with beautiful pictures of beaches and palm trees
can be effective. Occasionally showing that you have what your audience wants to
achieve places you firmly as the expert.
There’s entire Twitter accounts dedicated to Humblebrags at @humblebrag if

you want some examples.
1. A large reason why people buy products or services is to reach a level that
they perceive the seller has gotten to.
2. Humble brags are a way to show off the part of your life that you feel your
fan wishes to achieve as a way of communicating the success they can
achieve by purchasing the product.

3. Humblebrags are everywhere. The theory of selective self-representation

states that people share only their highlights and hide their bloopers.
4. This can be beautiful pictures or brags disguised as jokes.
Example

The Takin’ Em to Disneyland
Description
The one thing that jumps out at me when I’m in an amusement park like
Disneyland is that everybody is equal. It’s impossible to tell who is a CEO or blue
collar worker. Surprise democratizes us. It brings us all down to the same level.
This concept is taken from Andy Nulman’s great book, Pow: Right Between the
Eyes!.
Every once in a while do something completely unorthodox to surprise your

audience. Be audacious. As example from my own page is when somebody
mentioned that they wanted to read a book I had mentioned. That day I bought a
copy of the book, wrote a personal note to the person, asked for their mailing
address, and sent it over—she posted the picture on Facebook immediately after it
had arrived. This is a small example and takes very little money and effort but
makes a big difference.
Giving away gifts randomly, creating funny videos, or posting funny pictures all
create a powerful element of surprise. In the examples below I show a company
that asked all of its employees their favourite Rolling Stone magazine cover and
proceeded to take pictures emulating the cover and posted it to their Facebook
wall. The response was a viral spread of these images.
Description
Usually for viral posts, it’s a nice way to get your users to publicly say that they
agree or find your message funny. Produce a status update (often a picture) that
people will get a quick laugh or smile about; observational humour works well. For
ideas, carry a notebook around with you and write down all of the funny things that

happen during your day that may apply to the rest of your industry.
One of the reasons why people like memes so much is that they often poke fun
at silly everyday occurrences or nuances. Anytime where you feel the reaction to
your status update is “so true” you can include this tool.
To best apply it, keep the text short and use a line similar to “by a show of
likes” or “tag a friend who you think this applies to”. Respect a certain level of
professionalism in your industry. Some humour pages do well applying this tool
consistently whereas others would be best to seldom, if at all, use it.
1. Keep the text short and ideally use a picture or meme.

2. Observational humour works best—figure out the odd and funny things
people do in your industry.
at, the pictures were well done and showed off what the company was capable
of (it’s a video production company).
1. Be creative and have fun. Surprise is a powerful activating emotion and will
result in a lot of shares.
2. The best surprises are things that are done completely out of character. If
you’re industry is known for being bland and professional, doing something
that veers from the common theme will be popular—everybody is a kid in
Disneyland. Surprise is effective irrelevant of how professional you think
your industry is.
Examples
The next two pictures are from January 2012. Here the grocery story Sainsbury’s
answered a young girl’s letter in a creative way that opposed what most customer
service experiences are like. The result was international media coverage and

tremendous growth of their social media accounts. In the response the customer
service representative Chris signed off the letter as 27 & 1/3 old and the company
decided to rename the product on the 3 year olds suggestion.



The Mistake
Description
This one is a bit sneaky and I’ve never personally used it but wanted to include
it because of its effectiveness. The idea is to make a purposeful mistake within
your status that only a small percentage of your page users will recognize.
The mistake should be one that is only found when a user is paying close
attention to the status and has an advanced knowledge of the subject. A good
example is making a mistake on the specs of a piece of electronic equipment; say
mentioning a TV is 60Mhz instead of 120Mhz.
Making a purposeful mistake allows your best fans an opportunity to show off
their advanced knowledge of the subject and they’ll happily do so.
1. Ensure that the mistake you’re making is a minor one and will only be
recognized by a small percentage of your fans—only the advanced users.
2. The mistake should be masked as an oversight.
3. If you do this too often you risk coming off as ignorant and not an expert so
keep it’s usage to a minimum.

The Caption Contest
Description
A great way to turn your page into a community, get a ton of interaction, and
make people smile is to have either a caption contest or ask your fans to be
creative. I’ve seen Facebook pages do this with pictures from a movie but it’s
much better to do it with a goofy picture you’ve taken or a creative image as I’ll
show in one of the examples below.
Offering a prize for the best caption will probably get more interaction but is
not necessary. Unless you’ve got something great to give away, like a phone call
from Arnold Schwarzenegger, or a big prize I don’t think it will make a difference.
People will participate because it’s fun and if you’re consistent with the images and
your fans come to expect funny responses from others this can grow a page quickly
by lots of comments and shares.
1. Use a funny image taken at the office or stage one and ask your fans to write
a caption on it.
2. If you’re good with photoshop, create an image and ask people to give it a
name or write a funny title for it.
Examples


The Fan Promotion
Tools: The two equal signs and arrow
Description
Celebrate the successes of your fans, customers, or suppliers. Once or twice a

week, promote somebody associated with your business. Upload a picture of the
company logo or their face, include a brief description that celebrates their success
or tells a bit about their company, tag their Facebook page, and provide all
appropriate links.
The more you support other people, the better position you will be in. Aside
from this picture getting some likes and possibly a share or two from the person
you’re supporting, you’ll find that the people or companies you’ve publicly
appreciated will promote your page from time to time as well.
If possible, try to include a story of your business or personal dealings with

whoever you’re promoting. Write about how you met, how they helped you, what
they specialize in, and why others should get involved in their community. The
better you do at supporting others the faster your network will grow which will
benefit your business in many ways other than Facebook fan page growth. You
might also find that people will start doing more to help your page grow in an
attempt to get mentioned.
Key Point to Remember
1. Once or twice a week at regular intervals, pick somebody to appreciate/

promote.
2. Develop a template for these promotions with the same type of photo,
description, and placements of links and fan pages so your page will become
aware that these promotions are coming and know where to find relevant

information.
Example

The Trivia Tuesday
Tool: The square brackets
Description
You can actually do this any day, trivia tuesday just alliterates so I chose to go
with it for the name. Asking a question similar to a multiple choice exam is one of
the best comment getting systems you can use—funny, because people hate
multiple choice exams.
Just asking a question in the proper format isn’t enough because once one
person gets the correct answer, nobody else will comment so you need to give
some impetus for people continuing to write the same correct answer over and over
again. The Trivia Tuesday has the potential to get hundreds of comments greatly
increasing your EdgeWeight score and getting your page shown to lots of friends
of friends in the process because of all of the comments.
The trick is to offer a chance to win a prize—it can be a small prize—with the
correct answer. The addition of a line similar to, “all correct answers will be
entered to win a book, or shirt, or water bottle, or anything really” will garner
hundreds more comments than the same question with that line omitted.
Preface the question with [Trivia Tuesday!] and write a question on a subject
that your audience would be interested in, give 4 different choices, and finish with
a line about being entered to win a prize with the correct answer.
The best questions are those that have black and white answers. If the answer
could be debated you’ll get a better discussion but likely less comments.

1. Use a trivia question in a similar format to a multiple choice test and post it
once or twice a week.
2. Have a small prize and write a line at the bottom that all correct entries will
be put into a draw for the prize to encourage people to continue commenting
even after the question has been answered correctly.
Examples
Notice that the prize here is a chance to win a water bottle and it garnered over 290
comments by the time I saw it (it ended up being over 600). To advertise and get a
post seen with the same reach would have easily cost over $100.


The Current Event
Description
If you have a well-informed opinion than staying at the top of current events is
a great way to gain interaction. Jut asking what you think about something isn’t
enough and it’s lazy. Telling an informed opinion is a great way to connect on a
deeper level with your readers. You will however ostracize some of your audience,
that’s not necessarily a bad thing, but something to be considered.
This can be done in either an intellectual or funny way. I’ve included examples
of both below. If doing it in an intellectual way and the topic is polarizing you will
turn off some of your fans. Religion and politics are two of the most controversial
subjects. When giving a strong opinion on one side you’ll build a stronger
relationship to some of your followers and turn off other.
Another way to take advantage of current events is to use the calendar in the
bonus section of this course. Planning themed posts around statutory holidays or
even big movie premiers is a great way to get additional shares.
Key Point to Remember
1. Give an informed opinion on a major news story but expect that it will
ostracize you from some of the members of your page and get you closer to
others.
2. Planning for dates that you know will be in the news and on the top of
peoples minds in advance is a great strategy for getting an extra push. Some
examples are statutory holidays, big movie releases, or major sporting
events.

Example
This first example is an eCard that I created for thePTDC and released October
31 in the morning. It spread well because of the halloween theme.
This is a good example of an informed decision. Elliot is unabashedly himself

and I’m sure annoyed some users of his page with this status. It was topical, an
informed opinion, and controversial. It also resulted in well over 10x the shares of
anything else on his page at the time.

Whether it annoys you or not, the God page on Facebook is one of the most
well-run pages and I suggest you follow it to study why it’s so successful. On July
4th, the owner of the page uploaded a picture he or she created depicting Captain
America punching Hitler in the face and, well, lots of people shared it.


The Big Deal
Description
Every once in a while it’s good to pat yourself on the back and celebrate your
success. Make a big deal out of a achieving a goal. That goal could be something
public like reaching a certain number of Facebook likes or something private like
achieving success within your business.
I actually like celebrating obscure numbers. Reaching 5,000 fans is great and
something to be proud of, but reaching 5,438 fans is a random goal that gets more
attention—why not celebrate that? Create a picture with balloons and make a big
deal out of hitting a goal that nobody knew you were shooting for. Write something
like, “Today’s a big day! We set a goal to reach 5,438 fans and have finally
accomplished it. Thank you to everybody for being such a big part of this
community. We’re be popping champaign tonight. Cheers, and here’s to the next
5,438.
I mean, why not be different? You can give away something as a thank you for
hitting the goal as well.
1. Celebrate something publicly on Facebook. It could be a certain number of

fans, hitting a sales target, or an anniversary with a significant other. Allow
your fans to be a part of it.
2. Celebrate with a picture in Facebook and thank your fans for being there.
3. Give away something.

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The Status Update Solution

WITHIN THIS MANUAL you’ll find a couple of things. Allow me take a

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GOOD FOR SYMBOL LEGEND

Likes - Getting people to push that little button.

Advertise - A good post to advertise internally through

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With every status category I provide I included screenshots of examples for

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Examples(s) - There will be a couple screenshots of examples to finish each

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The Posting Schedule

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The Status Update Template

1. The Title / Headline

3. The Following 2-4 sentences

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• Something to make people smile

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The Caption Contest 114

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A trigger is a connection that you manufacture to bond your content or brand to

Key Points to Remember

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The Tag a Friend

The tag a friend works for 3 reasons:

As mentioned extensively in this course, a large reason why people use

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Key Points to Remember

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©J. Goodman Consulting Inc. All Rights Reserved 16

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The Two Equal Signs and Arrow

Key Points to Remember

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The Random Insertion

Infotainment is a term used to describe a balance between providing

From your perspective, Facebook is a fantastic tool for gathering an audience,

The purpose is to get somebody to smile and say, “I remember that!”

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Key Points to Remember

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The bridge is broken up into 3 steps:

Step 1: With a full understanding of your perspective customer, paint a picture

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Key Points to Remember

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The “I’m In”

There’s a Catch-22 that exists on Facebook if you’re trying to get people to

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to ask people to make are, “yes!”, “Sweet!”, or “I’m excited!”

There’s 3 reasons that this works so well.

The first, as I mentioned earlier, is that it increases EdgeWeight. You want

Key Points to Remember

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