The 80/20 Rule: How to sell more by talking about yourself less
Tell me if this sounds familiar… You follow a brand because you love their aesthetic or their vibe, but within a matter of days, you realise that their content is really just a relentless barrage of "BUY THESE THINGS I SELL!" "SALE ENDING SOON!" and "BOOK TODAY!".
What do you do? You hit the unfollow button.
Social media was initially built for connection, but it’s since morphed into a space dedicated to encouraging consumption (you only have to track the number of ads in your feed to see this in action). Audiences are growing tired of it, which is why it’s refreshing to see that brands who have dialled back on the selling have found themselves in a better position to convert down the line. It’s called the 80/20 rule - here’s how it works.
THE 80 / 20 RULE, SIMPLIFIED
The concept is simple: it’s a framework for balancing your content to ensure you’re providing value before you ask for a sale.
80% of your posts should be dedicated to connection, education and relationship building.
20% of your posts should be dedicated to direct promotion and sales.
Think of it like a bank account: you have to make value deposits into your audience’s life before you can make a sales withdrawal.
THE 80%: BUILDING THE RELATIONSHIP
This content shouldn't feel like a commercial - it should feel like a conversation with a friend. It’s about adding value without expecting anything in return. Here are some ways to add value:
Educational Content: Share how-to tips, industry secrets, or common mistakes to avoid. Position yourself as the expert who helps them for free.
Behind-the-Scenes: Show the messy desk, the team coffee run, or the "why" behind your business. People buy from people.
Entertainment: Share a relatable meme, an inspiring quote, or a "day in the life" story.
Engagement Starters: Ask questions! Use polls, "This or That" graphics, or ask for their opinion on a new project.
The goal here is to get your audience to know, like and trust you. When people feel connected to you, they are far more likely to listen when you finally make an offer.
THE 20%: THE SALES PITCH
Now that you’ve provided the value and built a community, it’s time to talk business. Because you haven't been shouting "BUY THIS!" every five minutes, your audience is actually prepared to listen.
Your 20% content might look like:
New product launches or service announcements
Special discounts or seasonal sales
Testimonials and social proof (showing others how your product worked)
Direct Calls to Action (CTAs) like "Link in bio to shop" or "DM me for a consult”.
And if - like us - you’re more of a visual person, here’s how the 80 / 20 rule looks in practice:
Only 2 posts out of 12 are salesy in nature, while the other 10 feature more value-adding content.
WHY IT WORKS
When you follow this ratio, you change the dynamic of your page from a billboard to a community. Platforms like Instagram and LinkedIn prioritise engagement, so if your 80% content gets likes, comments and shares, the algorithm is more likely to show your 20% sales posts to your followers when you post them. It also reduces ad fatigue: your followers won't tune you out because they know that most of the time, you’re showing up to help or entertain them. It also leads to higher conversion because a lead who has learned from you for three weeks is much easier to convert than a stranger who just saw a "10% off" graphic.
Social media is a long game: if you lead with value, the sales will follow naturally. Look back at your last 10 posts: Are 8 of them serving your audience, or are you asking for too much, too soon? It might be time to shift the balance.
And of course if you’re ever stuck with creating content and not sure how to show up in a meaningful way for your audience, get in touch! Book a FREE 30 minute discovery call and let’s see how we can bring in more value to the digital experience you’re providing for your audience.
