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Ok…friend!
I wasn't expecting this.
After yesterday's email, my inbox EXPLODED.
77 replies (and counting).
And honestly? Most of you nailed it.
The overwhelming answer?
"I'm posting content that gets engagement but doesn't lead to sales."
Bingo.
But here's where it gets interesting...
When I dug deeper into the replies, I noticed something.
Almost everyone could identify the PROBLEM...
But very few could see the actual SOLUTION.
Let me explain with a story:
Last month, I got on a call with Alaine (not her real name).
She's a productivity coach for entrepreneurs.
Super talented. Great at what she does.
But completely stuck at $3K months.
So I asked her: "Walk me through your typical post."
She pulled up her LinkedIn and showed me.
The post started with a story about how she used to work 80-hour weeks...
How she was burned out, exhausted, barely seeing her kids...
Then one day, she discovered this "simple framework" that changed everything...
Now she works 4 hours a day and has more freedom than ever.
The post got 200+ likes.
Dozens of comments like "This is me!" and "I needed to hear this today!"
It was a GREAT story.
Relatable. Vulnerable. Well-written.
So I asked her: "How many sales did this post generate?"
"Zero," she said. "But people really connected with it!"
Here's what I told her:
"Alaine, you just spent 300 words telling people about YOUR transformation...
But you didn't tell them how to get THEIRS."
She went quiet.
Then said: "Wait... isn't that what stories are supposed to do? Create connection?"
And that's when I realized...
This is the trap EVERYONE falls into.
We think:
Good story = Connection = Sales
But the actual formula is:
Good story + Clear bridge to outcome + Specific next step = Sales
Let me break this down:
What Alaine's post did:
Shared her struggle (relatable) ✓
Showed her transformation (inspiring) ✓
Left people thinking "good for her" ✗
What Alaine's post SHOULD have done:
Shared her struggle (relatable) ✓
Showed her transformation (inspiring) ✓
Connected the dots: "This is possible for you too, and here's the first step" ✓
The difference?
One email to my list using the SECOND approach brought Alaine 3 new clients.
From ONE email.
Same story. Different ending.
Here's the framework I gave her (and I'm giving you):
The Outcome Bridge Formula:
Tell your story (2-3 paragraphs max)
Extract the lesson (1 paragraph)
Apply it to THEM (1-2 paragraphs)
Give them ONE specific action (clear CTA)
That's it.
Most of you are nailing #1.
Some of you are hitting #2.
But almost NOBODY is doing #3 and #4.
And that's why you're getting engagement without sales.
So here's today's assignment:
Reply to this email with your last post that got great engagement.
Copy and paste it.
I'll show you EXACTLY where you're losing people...
And how to fix it with the Outcome Bridge Formula.
Let's turn that engagement into revenue.
Stephen
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