You will be able to balance a content plan so it builds trust as well as reach.
Picture two accounts selling the same thing. The first posts a product every day with a price and a link. Its posts are clear and well made, and nobody comments on them. The second posts a short tip one day, a customer's story the next, and the owner explaining why she left her office job the day after that. The second account sells less often in any single post, and it ends up with more customers.
The reason is that people do not buy from a stranger on the first post they see. They need to find you useful, believe you can deliver, and feel they know you a little. A plan that only does one of those things leaves a gap.
A teaching post answers a question or shows how to do something. "How to tell if your child understood a maths topic in two minutes." "How to store a cake overnight if the party is tomorrow." "Three things to check before you sign up for a tuition package."
Teaching posts tend to collect saves and shares, because people want to come back to them or send them to someone who needs the answer. Those are among the signals the platforms describe in their creator guides, which you met in lesson 1.1, so useful posts often travel further than promotional ones. They also show expertise without you having to claim it. A parent who learns something from Priya's centre in thirty seconds has a reason to believe the classes are good.
The trap with teaching is giving advice so general that anyone could have posted it. Teach from what you see in your own work, with your own examples.
A proof post shows that what you sell works. Results, process, customer stories, before and after, a delivery arriving on time, a parent's reaction when the cake comes out of the box.
These posts matter most to someone already considering you. They have followed for a while, they like what you teach, and now they want to know whether you deliver. A proof post answers that question.
Proof has to be real and fair. Do not post a customer's face, name or child without their permission, and keep any claims to what you can back up. A tuition centre showing one student's big jump in marks should not suggest every student will get the same result. Content and copywriting covered this in lesson 3.3, What your copy is not allowed to say.
People message businesses they feel they know. A post showing the owner, the team, the workspace or an ordinary moment in the week builds that feeling over time. Mei Ling filming her 5am start before a big weekend of orders does more for trust than another photo of a cake, because viewers start to feel they know the person who will bake theirs.
This kind of post rarely brings in a sale directly, and it is easy to skip for that reason. It is also the kind that makes someone finally send a message after following quietly for three months.
Everyone knows the account that posts nothing but offers, launches and discount codes. You might buy from it once if the offer is right, but you have no reason to follow, because following would just mean more adverts in your feed.
Selling posts still have a place. If you have something to sell, say so plainly and often enough that people know. The point is that selling works far better when the rest of the account has already given people reasons to trust you. A useful working rule is that most of your posts should be worth watching for a viewer who never buys, and the selling posts land on top of that.
There is no correct ratio, and anyone who quotes one is guessing. What you can check is whether any of the three groups is empty.
Priya sorted her first list of ideas and found almost everything was teaching: tips for parents, explanations of topics, exam techniques. She had no proof at all, because she felt uncomfortable talking about results, and only one post showing the people. Her account would have been useful and faceless. She added posts on how she plans a term, a short video of a student explaining a problem in her own words with her parents' permission, and one on why she started the centre.
Mei Ling had the opposite problem. Her list was all proof, finished cakes and happy customers, with no teaching at all. Her party planning pillar fixed that.
You already have the material to check your own balance. In the activity you will take the twenty questions and ideas you collected in lesson 2.2 and sort each one into teach, prove or people, then look at which group is thin or empty.
Sort your twenty questions and ideas into teach, prove and people, and note which group is empty.
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