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Hi {{given_name}},

Ever notice how your follower count keeps climbing, but your actual sales stay frustratingly flat?

You might be building an audience of strangers instead of a community of future customers. That single distinction could be costing you in untapped revenue.

💡 This week's 80/20 rule - Spend 15 minutes a day sending 5 genuine, non-pitchy DMs to new followers or people who commented, simply to say "thanks for the follow" or "great comment."

🧠 When you reach out personally, you're tapping into what psychologists call the reciprocity principle. This is a deeply ingrained human tendency to return favors and kindness.

In fact, 76% of customers say personalized messages are essential in enhancing their consideration of a brand, and 78% report that such communication makes them more willing to repurchase. 

It's like being the shop owner who remembers every customer's name and their usual order. In a world of faceless self-checkout kiosks, that personal touch doesn't just feel nice, it becomes your most powerful competitive advantage.

📹 Mobile PocketOffice – This boutique marketing agency replaced their standard automated follow-up emails with genuine, personal video messages sent to new leads. Instead of pitching immediately, founders Josh and Sam spent a few minutes recording 1-to-1 videos simply thanking prospects for their interest and addressing them by name. By shifting to this hyper-personal "unscalable" outreach, they achieved an 80% open rate and closed an additional $55,000 in deals within just two months.

🏋️‍♀️ LUXE Fitness – Facing high churn rates common in the fitness industry, this gym brand implemented a strategy of sending a personal welcome video to every single new trial member. Staff members spent a small portion of their day recording short, encouraging messages to new sign-ups—not selling, just welcoming them to the community. This simple gesture of reciprocity increased their trial-to-member conversion rate by 29% in a single month.

✍️ Anna Vatuone – As a personal branding strategist starting from scratch, Anna committed to the "dollar eighty" strategy (a high-volume version of the 5 DMs rule), spending time every day leaving genuine, thoughtful comments and DMs on posts in her niche without asking for anything in return. By focusing entirely on building relationships rather than broadcasting content, she grew her audience from 0 to 10,000 loyal followers organically, establishing a six-figure business built entirely on the trust and reciprocity generated from those early personal interactions.

Create a Daily "New Follower Welcome" Ritual

Set aside 15 minutes each morning to personally message your 5 newest followers with a genuine, non-salesy welcome. Reference something specific from their profile, a recent post, or shared interest. Try something like: "Hey [Name], thanks for the follow! I noticed you're also in [industry]. Love what you're doing with [specific thing]." This approach leverages the reciprocity principle, where people feel compelled to return kindness.

Turn Comment Engagers Into Consultation Calls

When someone leaves a thoughtful comment on your content, send them a DM thanking them and asking a follow-up question related to their comment. For example: "Thanks for that comment on my post about [topic]. What's been your biggest challenge with that?" This moves the conversation from public to private, where trust builds faster and you're meeting prospects exactly where they want to connect.

Ask One Genuine Question Per DM

End every DM with a simple, open-ended question that invites response. Something like "What brought you to [topic]?" or "What's the biggest thing you're working on right now?" This transforms a one-way message into a conversation starter and gathers valuable intelligence about your audience's needs and pain points.

Thank First-Time Purchasers Personally

Send a personal DM to customers who tag your brand or share their purchase on social media. A simple "Thanks for sharing! How are you liking it?" creates an emotional connection that automated order confirmations never could. This small gesture can turn one-time purchasers into loyal repeat customers.

Create VIP Customer Relationships Through DMs

Identify your top 20% of engaged followers and send them exclusive early access to new products or sales via DM before public announcements. Something like: "Hey [Name], you've been such a supporter so we wanted to give you a first look at [new product] before anyone else." This "insider" treatment builds fierce loyalty and higher referral rates.

Follow Up After Delivery

Send a quick DM a few days after a customer's order arrives: "Hey [Name], just wanted to check in, did everything arrive okay? Let me know if you have any questions!" This proactive approach catches potential issues before they become complaints and shows customers you genuinely care about their experience.

1️⃣ The rule change: Spend 15 minutes daily sending 5 genuine, non-pitchy DMs to new followers or commenters. Just to say thanks and start a real conversation.

2️⃣ Why it works: Personal outreach triggers the reciprocity principle and lands in someone's most personal digital space. 76% of customers say personalized messages are essential to brand consideration.

3️⃣ The result: A simple daily habit that builds more brand loyalty, goodwill, and high-value customers than thousands of passive followers ever could.

🔎 For this week's website review, let's look at The Binding Studio. The Binding Studio is an artisan bookbinding business in Auckland, New Zealand.

💡 The Good:

The portfolio-first approach

Bookbinding is a visual craft, and the site leans into this by showcasing completed projects prominently. Customers considering a custom commission can see exactly what level of craftsmanship to expect, organized by project type like boxes, albums, and books.

The educational positioning

Rather than just selling services, the site positions the studio as a resource for the bookbinding community. The combination of workshops, detailed product descriptions for supplies, and helpful content creates a sense that this is a place for learning and growth, not just transactions. It's a smart way to build loyalty and attract customers at different stages of their craft journey.

The authentic testimonials

The testimonial section features specific project details and concrete outcomes rather than generic praise. Workshop participants share what they learned, commission clients describe their finished pieces. This specificity makes the social proof feel genuine and helps prospective customers see themselves in similar situations.

🔧 Suggestions:

Workshop availability clarity

The site could make it easier to see upcoming workshop dates and availability at a glance. A simple calendar view or "next available" dates on the workshop overview page would help interested students quickly determine if timing works for them without clicking through multiple pages.

Commission pricing guidance

While custom work naturally varies in cost, providing starting price ranges or example project costs would help potential clients self-qualify before reaching out. Something like "Custom journals typically start from $X" gives people a ballpark without committing to fixed pricing, and it saves time for both parties.

More process documentation

Adding behind-the-scenes content showing the bookbinding process would strengthen the connection between the craft and the finished pieces. Short videos or photo sequences of a project coming together would help customers appreciate the skill involved and justify the premium pricing for custom work.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team